When football came home: a case history of the sponsorship activity at Euro '96

The European Football Championship (Euro '96) was a most important sporting, media and sponsorship event. A three-part research programme, including quantifying changes in the attitudes of viewers to sponsorship carefully monitored the marketing implications. This demonstrated that Euro '96 provided strong positive imagery and that the companies which sponsored it (especially those who supported their sponsorship with total marketing campaigns) strengthened their awareness and corporate images among consumers compared with their competitors.