The Euro 2004 – marketing decisions and sponsoring results
by Antonio Luis Silvestre, Abel Santos
International Journal of Sport Management and Marketing (IJSMM), Vol. 2, No. 5/6, 2007

Abstract: The main aim of this paper is the analysis of marketing decisions taken in relation to the Euro 2004 and the identification of the results for sponsors. The study is based on a questionnaire undertaken immediately after the event to ascertain the respondents' preferences for the products of the Euro 2004 sponsors. It investigates the relationship between, on one hand, recall of the sponsor brand and preferences for the sponsor products and, on the other hand, various explanatory variables. A structural equation model with latent variables is adopted to estimate the results, and the managerial policy implications are derived.

Online publication date: Tue, 05-Jun-2007

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