Interbrand IQ: The Best Asian Brands Issue

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Soccer Sponsorships Turning Rival Fans Off Products

Posted by Mark J. Miller on November 28, 2011 12:02 PM

Airlines have taken to sponsoring teams in England’s Premier League recently. Etihad Airlines signed on with Manchester City in July. Emirates Airlines has its name on Arsenal’s stadium. And Turkish Airlines has a deal with Manchester United.

Great promotion for the airlines, right? Well, there are a few that get turned off when a brand sign on with a team: the fans of that team’s rivals.Continue reading...

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