Research World (January-February 2014)

Date of publication: February 15, 2014

Author: ESOMAR B.V.

Abstract:

It is estimated that the value of global sponsorship will exceed US$50 billion this year of which over US$1.4 billion will be spent on the FIFA World Cup taking place in Brazil. How can we measure the return of investment in sponsoring this mega event and what is the role of research?

  • PDF
  • This could also be of interest