An evaluation of the sponsorship of Euro 2004

Sporting events usually attract corporate sponsors because of the promise of easy, wide-reaching promotion of their brands through association with the event. This study investigates the brand recall and brand preferences of Portuguese citizens in relation to the sponsors of the UEFA Football Championship finals, Euro 2004. A questionnaire was carried out immediately after the event. A structural equation model with latent variables is estimated and managerial policy implications are derived.