Abstract
Sponsoring is often seen as an opportunity to a company to get involved in a sports club, an athlete or an association. In football, the club associates its image, values, history to the sponsor. Furthermore, a paper published by Gwinner and Eaton in 1999 showed that in customers minds an association is made between the sponsored object and the sponsoring brand.
In football the object can be the team shirt and the brand, a famous brewery for instance. Actually, there is a kind of image transfer. In other words, when someone sees a brand logo, he will have an effective response to this brand, linked with his own cultural values and behaviors.
Indirect transfer is the result of pairing repeatedly objects and brands and has nothing to do with a natural memory association of the customer. In football, we can say that there are many repeated pairings between brands and objects, so we clearly are in a situation of indirect transfers
