By associating with the event, the brand is able to associate with this brand and build an expectation of value.

FORBES: Love It? Hate It? Beyonc�� Does H&M

Part of the reason that art costs more than wallpaper is the expectation that it might appreciate in value.

ECONOMIST: The art market

This process will evolve over a period of time, will be inclusive of the AIFF and its respected member associations and will concentrate on sporting sustainability with the expectation that commercial value creation will follow.

FORBES: Forstmann, Ambani Control Soccer in India