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

Peter Neijens, Edith Smit and Marjolein Moorman
Amsterdam School of Communications Research


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 the sport or sportsperson. This can be realised not only through sponsorship but also by creating and broadcasting commercials that 'take up' the event. Well-known examples of the latter are those that are created and broadcast in conjunction with the Super Bowl in the United States.