I have a friend who is so irritated by advertisements breaking into his TV sports viewing that he has vowed to boycott those advertisers鈥� products. Has anyone studied negative responses to advertising like this, or the possible negative effect of sports-shirt sponsorship? Certain soccer clubs 鈥� Real Madrid and Manchester United, for example 鈥� are intensely disliked by more people than actually support them. Has sponsoring such a team ever damaged sales or the popularity of the firm whose name appears on its shirts?
Alan King, Liverpool, UK
