Title: The Euro 2004 – marketing decisions and sponsoring results

Authors: Antonio Luis Silvestre, Abel Santos

Addresses: Instituto Superior de Economia e Gestao (ISEG) and CEMAPRE, Technical University of Lisbon, Rua do Quelhas, 6, 1200-781 Lisbon, Portugal. ' Higher School of Sport Sciences, Rio Maior, Polytechnic Institute of Santarem, Rua Jose Pedro Ines Canadas, L1, R/Ch., 2040-326 Rio Maior, Portugal

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.

Keywords: Euro 2004; sponsorship; sporting events; structural equation model; sport marketing; UEFA European football championships; management policy; sponsor brands; preferences; sponsors products; soccer; Portugal; regional development.

DOI: 10.1504/IJSMM.2007.013962

International Journal of Sport Management and Marketing, 2007 Vol.2 No.5/6, pp.475 - 495

Published online: 05 Jun 2007 *

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