4IpaUJbnm

Exhibit 2. Sponsorship.
McDonald’s FIFA sponsorship proved its worth when their improvements in perceived brand
“trustworthiness” increased by 20% from June to September 2014 (Ipsos, 2014). This
directly reflects the increased brand enhancement and exposure from extensive media
coverage during the time of the FIFA games (See Exhibit 2). This trustworthiness helps to
enhance brand image, since brand image has said to be a reflection of brand associations in
consumer memory (Sonnier, G. & Ainslie, A., 2011). Additional studies support the notion
that in some cases, brand enhancement is also achieved simply by being a sponsor. Prior
research revealed that most consumers think an Olympic sponsor is the best company in its
industry; thus suggesting that sponsorship has a strong impact on corporate reputation as
well (Dolphin, 2003). This effect can facilitate brand enhancement and increase consumer
goodwill (See Exhibit 2). Here, we assume that the same basic attributes of the Olympics
and FIFA World Cup, including their globally collaborative and competitive nature, will lead
to similar consumer response. Additionally, increased consumer goodwill is a real and
definitive benefit of sponsorship (Dolphin, 2003). This can greatly influence communication
strategies and enhance brand image for corporate sponsors. It is believed that some
tobacco and alcohol companies engage in sponsorship in an attempt to increase consumer
goodwill (Dolphin, 2003). Thus, reasons for engaging in sponsorship relationships may be to
alter public perception, create goodwill, and enhance internal operations and employee
morale as well (Dolphin, 2003).
137