In the News

Tiger Woods Scandal Cost Shareholders up to $12 billion

Dec 30, 2009 Victor Stango Celebrity Endorsements, Firm Value and Reputation Risk: Evidence from the Tiger Woods Scandal Reuters

This article cites research by Associate Professor Victor Stango in which he estimated the damage to the market value of Woods’ main sponsors caused by revelations of alleged extramarital affairs that surfaced after he was involved in a minor car accident outside his Florida home on November 27.

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In the News

Dec 30, 2009 Victor Stango Celebrity Endorsements, Firm Value and Reputation Risk: Evidence from the Tiger Woods Scandal Reuters

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Victor Stango
Associate Professor of Management

Jul 16, 2012 Economics Ph.D., University of California, Davis

Research Expertise: Consumer and firm behavior in banking markets, the design of sound public policy in banking

Associate Professor Victor Stango’s current research focuses on household financial decision making over both short- and long-term time horizons. His other current work, supported by a grant from the National Science Foundation, examines how information technology outsourcing affects firms and consumers in the financial services industry. Stango has also studied the credit card and ATM markets, and has a side interest in sports economics.

Gallagher Hall
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(530) 752-3535

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vstango[remove-this-and-replace-with-at]ucdavis.edu

Research

Celebrity Endorsements, Firm Value and Reputation Risk: Evidence from the Tiger Woods Scandal

Jun 1, 2009 Victor Stango Tiger Woods' Sponsors Jumping Ship When Star Power Hits the Rough Tiger's Return: Can He Bring the Brands Back? Economics

In this study, Professors Victor Stango and Christopher R. Knittel estimate the stock market effects of the Tiger Woods scandal on his sponsors and sponsors’ competitors. In the 10-15 trading days after the onset of the scandal, the full portfolio of sponsors lost more than two percent of market value, with losses concentrated among the core three sponsors EA, Nike and PepsiCo (Gatorade).

UC Davis Graduate School of Management

Tiger Woods Scandal Cost Shareholders up to $12 billion

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Victor Stango
Associate Professor of Management

Celebrity Endorsements, Firm Value and Reputation Risk: Evidence from the Tiger Woods Scandal

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Tiger Woods Scandal Cost Shareholders up to $12 billion

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