Taking up an event: brand image transfer during the FIFA World Cup

A real-life study (N = 1299) into brand images during and after the 2006 FIFA World Cup football tournament showed that the event was a good platform for the creation of brand images through ‘take-up’ advertising in which the brand was associated with the event.

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...

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