at the FIFA 2006 World Cup

This paper seeks to measure the effect of involvement, emotion, exposure and sociodemographic variables on sponsor recall and recognition, at the FIFA 2006 World Cup. Our quantitative investigation has been conducted on a sample covering 657 people in six African countries. The obtained results show that the effects of involvement, emotion on sponsor recall and recognition are stronger in the countries with low soccer culture. Sponsorship has experienced a surge in its development since the 1980s (Cornwell & Maignan, 1998; Walliser, 2003,). It is one of the fastest-growing communication tools (Witcher et al, 1991). The growth of this type of communication both online and offline is accounted for by several factors. the sponsor’s product captures the audience’s attention more effectively since their cognitive defenses are weakened while they watch a program or attend an event of their choice. In addition, it profits from the positive affective state of the audience (their emotions), which can affect their reaction to sponsor stimuli (Pham, 1992; Walliser, 2003). The idea was to measure the effect of several classic explanatory variables on sponsor recall from an international sports event, in several different countries, with different levels of soccer culture and experience. The results show that there are significant differences regarding sponsor recall and sponsor recognition in the six countries investigated and in the two groups of countries. Ou