How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998

Abstract

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The Role of Brand Knowledge in Determining Sponsorship Effectiveness

“…Therefore, this study builds upon previous work, and in response to Cornwell's (2008) call to assess the effectiveness of sponsorship through the use of theoretical frameworks, applies Aaker's (1991) model of consumer-based brand equity to the case of sports sponsorship from a consumer-perspective. 5 Much previous sponsorship research has looked at well-known, established brands such as Adidas (Chanavat et al, 2009), and has examined high profile event sponsorships such as the Olympic Games (Söderman and Dolles, 2008) and the FIFA World Cup (Nufer and Bühler, 2010), but there are numerous practical examples of sponsorship being used to launch brands, such as Lenovo (Clark, 2006). The role of brand familiarity has been examined in relation to sponsorship (Cornwell et al, 2005;Carrillat et al, 2010); however, studies have provided conflicting evidence relating to its impact on consumer response to sponsorship.…”

“…Numerous studies have explored the relationship between sponsorship and brand image change (Gwinner and Eaton, 1999;Nufer and Bühler, 2010), including building a perception 11 of quality (Pope et al, 2009). The ability of sponsorship to go beyond awareness to impact on the higher order elements of brand equity is tested empirically in this study, exploring the contribution of sports sponsorship to elements of consumer-based brand equity for a new (low brand knowledge) and an established (high brand knowledge) brand.…”

International Sport Events: Improving Marketing

“…Yra ir tam tikrų rėmėjų, kurie pasirašo sutartis kur kas ilgesiam laikotarpiui arba susitaria su organizatoriais, kad būsimo renginio metu jiems bus suteikiama lengvatų konkuruojant su kitais tos pačios rūšies potencialiais rėmėjais (Nufer, Buhler 2010). Pagrindiniai tarptautinių sporto renginių organizaciniai komitetai nusprendžia, su kuriomis kompanijomis tampama partneriais (TOP rėmėjais, angl.…”

Auto-caotización en la sociedad mundial: Lineamientos para una teoría de la diferenciación contextual

“…Para el Campeonato Mundial de España 1982, en promedio, cada habitante del planeta se conectó dos veces a las transmisiones del evento; esta cifra se acrecentó a 4,6 veces para el Campeonato Mundial de Japón/Korea en 2002 (Eisenberg 2005:586). El movimiento publicitario que se genera con eso es enorme aunque variable (Nufer y Bühler 2010), así como también lo son los derechos de transmisión de eventos futbolísticos a todo nivel, en especial con la aparición de la televisión pagada en los años noventa.…”