Abstract:

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. The paper particularly looks at the way a brand can be built through a life-long association to major sporting events, and how children can begin to accept the brand, even though it may not be directly relevant to them. The paper then looks at the attitude of major global brand sponsors to The World Cup, and assesses the perceived effectiveness of the association with the event on their brand through pre and post awareness research.