Catch Them Young And Keep Them Long
Sponsoring the brand
Joe Michael Barbie ClarkeThe Kids and Youth Consultancy andRohin MalhotraFox Kids Online Research Services (Europe)
Introduction
This paper concentrates on the big sponsorship event of the year The 2002 FIFA World Cup. The 15 'Official' FIFA partners have paid around $360 million for 'top-tier' sponsorship rights alone (Financial Times2002). As we work in the area of children and young people, our particular fascination is the effect of sponsorship on children does this have long term effect on their relationship to the...