Sportsponsoring bei Fu?ball-Weltmeisterschaften: 2006 versus 1998

摘要

The effects of sports sponsoring were identified empirically during the Football World Cups 2006 and 1998. The longitudinal analysis allows to compare these effects with each other. In this article selected results of the empirical study are presented. Focus of contrast and analysis are the recall values of official sponsors as well as the development of sympathy values before, during and after the events as results of the commitment of advertising companies. More than 4,000 teenage television viewers between 13 and 18 were interviewed altogether during the empirical investigation.