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As the Fifa soccer World Cup gets under way, questions are again being asked about the value of brand sponsorship. Do consumers even notice the often expensive association. Brands lending their name to the spectacular in Russia should be asking about "the missing 40%", says Nielsen SA Watch (Media) MD Terry Murphy. Though brand sponsorships are trusted by 75% of South Africans, only 61% of global fans are favourably disposed, Murphy tells the FM. Big sports such as soccer, rugby and cricket have traditionally been attractive propositions for sponsorship investment because of their larger fan base, and "as brand owners and rights holders become more adept at understanding the connections between consumers, audiences and fans, opportunities are opening up to reach consumers in multiple places, to achieve better outcomes in terms of awareness, engagement, loyalty and ultimately market share". Research has revealed that passionate cricket fans are also keen on braaiing and cooking, and ...

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