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With just under four months to go before the start of the football World Cup tournament in Qatar, a new survey shows almost two-thirds of fans think brands are more appealing if they participate in sport sponsorship.

The Nielsen “What Fans Want” report also says just under 60% of fans are likely to inform themselves about brands if they have lent their name to a sport. And 59% say they would pick a sponsor’s product over a rival’s if the price and quality were the same...

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