UEFA Champions League Sponsorship Awareness and Financial Performance

Abstract

The value of sponsorship has been constantly proved not only by the large theoretical volume produced in the area but also the increasing number of companies investing in this promotional activity. 'Associations' built around the brand's image as created by the sponsored activity have been considered to be clear, certain and positive. However, there is a great lack of studies suggesting evidence that sponsorship's beneficial outcome is contributing to enhanced revenues and profitability for the companies vividly counting on its power. This lack of measureable results in terms of financial returns is attempted to be filled with the present study. The results presented here constitute an effort to provide interested parts insights into possible generation of revenue, or better indicators suggesting a relation between sponsorship awareness and profit levels.