Nicolau, Juan Luis, Santa María Beneyto, María Jesús Sports results creating tourism value: Rafael Nadal’s tennis match points worth €12,000,000 Tourism Economics. 2017, 23(3): 697-701. doi:10.5367/te.2015.0537 URI: http://hdl.handle.net/10045/65573 DOI: 10.5367/te.2015.0537 ISSN: 1354-8166 (Print) Abstract: The purpose of this article is to examine the effect of a tennis player’s performance in the Grand Slams on the market value of a leading airline from the player’s country. The analysis is applied to the Spanish airline, Iberia, and the Spanish tennis player, Rafael Nadal. It shows that his victories in the matches of the Grand Slam tennis tournaments led to an increase in the market value of Iberia. The result is confirmed by both the victory itself and the difference between sets in favor and sets against in the match. Keywords:Image, Firm value, Loss aversion, Tennis, Sports tourism, Airlines SAGE Publications info:eu-repo/semantics/article