Neijens, P. C., Smit, E. G., & Moorman, M. (2009). Taking up an event: Brand image transfer during the 2006 FIFA World Cup. International Journal of Market Research, 51(5), 579-591. doi:10.2501/s1470785309200839

Abstract: A real-life study (N = 1299) into brand images during and after the 2006 FIFA World Cup football tournament showed that the event was a good platform for the creation of brand images through ‘take-up’ advertising in which the brand was associated with the event. Exposure level and involvement with the event had a positive effect on image transfer from event to brand. A measurement of brand images three months post tournament showed that the positive effects had endured.
Keywords: brand image, brand identification, publicity, soccer

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