Sponsors’ Concerns (4/6)

It is noteworthy that FIFA went down from 21 partners in the 2014 World Cup in Brazil to 16 in the 2018 World Cup in Russia. Brands have had concerns about FIFA’s corruption scandals, resulting in some sponsors dropping their sponsorship or running less promotions from the ones who remained as sponsors.

The concept of “liking (or disliking) transfer” can explain this tendency: brands want to connect to events that consumers/fans feel like, hoping that positive feeling will transfer to the brands. If the event evokes negative feelings due to FIFA’s image, brands fear this negative feeling could transfer to them as well.

Written by Vassilis Dalakas

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