I'm not sure I even understand what is being reported. I have little doubt that the opposite could be demonstrated with equally valid numbers. And did they also survey for spectator displeasure?
If spectator displeasure was a problem on the scale Visa could care about, then brand equity among those surveyed would have gone down instead of up. Why would they care to survey that directly? What matters is whether the sponsorship is a net gain for the Visa brand or not. The research says it is, big time.
