Catch them young and keep them long

Rohin Malhotra, Barbie Clarke and Joe Michael

This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated.

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...

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