Taking up an event: brand image transfer during the FIFA World Cup
Peter Neijens, Edith Smit and Marjolein Moorman Amsterdam School of Communications Research
INTRODUCTION
Sport has become a flourishing platform for marketing communications. Annual worldwide expenditures on sport sponsorship are estimated to be US$30bn (source: The World Sponsorship Monitor 2008).From the perspective of advertisers, sporting events are very attractive because they mobilise a large and involved audience (Gwinner & Eaton 1999). An advertiser can profit from an event by using it as a platform to associate its brand with the image of...