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

Gerd Nufer (Professor of Marketing and Management, ESB Business School, Reutlingen University, Alteburgstrasse 150, D-72762 Reutlingen, Germany)
André Bühler (Professor of Sports and Event Management, Macromedia University for Media and Communication, Naststrasse 11, D-70376 Stuttgart, Germany)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 July 2010

1854

Abstract

This study examined the effects of event sponsorship, in the context of the two most recent FIFA World Cup (FWC) events hosted in Europe (France 1998 and Germany 2006). More than 4,000 teenagers were incorporated into the sample in order to measure recall and image values for official FWC sponsors. The comparative findings suggest that it is nearly impossible to generalise about whether sponsoring the FWC is effective or not as a communication tool. For some companies it definitely is effective; for others the effects are limited. Ambush marketing, however, seems to be an effective alternative.

Keywords

Citation

Nufer, G. and Bühler, A. (2010), "How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998", International Journal of Sports Marketing and Sponsorship, Vol. 11 No. 4, pp. 33-49. https://doi.org/10.1108/IJSMS-11-04-2010-B004

Publisher

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Emerald Group Publishing Limited

Copyright © 2010 by Winthrop Publications Limited

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