Brand Experience on the Pitch: How the Sponsors Fared in the World Cup

Brands see major live events as opportunities to connect with consumers and to build brand equity and sales.

Brand Experience on the Pitch: How the Sponsors Fared in the World Cup

Joe AkaouiIntegration


According to the Institute of Sports Sponsorship (2006), "a sponsor wants to create activities that are enjoyable and memorable for audiences and participants and provide them occasions to build the brand values and to develop sales opportunities and volumes." In a recent article, Chadwick and Thwaites (2005) have suggested that there have been dramatic recent increases in sponsorship activity with IEG (in 2002) estimating that worldwide sponsorship expenditure will soon hit $25...

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