This paper seeks to measure the effect of involvement, emotion, exposure and sociodemographic variables on sponsor recall and recognition, at the FIFA 2006 World Cup. Our quantitative investigation has been conducted on a sample covering 657 people in six African countries. The obtained results show that the effects of involvement, emotion on sponsor recall and recognition are stronger in the countries with low soccer culture. Sponsorship has experienced a surge in its development since the 1980s (Cornwell & Maignan, 1998; Walliser, 2003,). It is one of the fastest-growing communication tools (Witcher et al, 1991). The growth of this type of communication both online and offline is accounted for by several factors. the sponsor?s product captures the audience?s attention more effectively since their cognitive defenses are weakened while they watch a program or attend an event of their choice. In addition, it profits from the positive affective state of the audience (their emotions), which can affect their reaction to sponsor stimuli (Pham, 1992; Walliser, 2003). The idea was to measure the effect of several classic explanatory variables on sponsor recall from an international sports event, in several different countries, with different levels of soccer culture and experience. The results show that there are significant differences regarding sponsor recall and sponsor recognition in the six countries investigated and in the two groups of countries. Our quantitative investigation has been conducted on a sample covering 657 people in six African countries. This study has the advantage of being conducted during a real worldwide event and of measuring the spontaneous reactions of TV viewers (a non-student group) under real-life conditions immediately after the end of the FIFA 2006 World Cup. It will thus have a better external validity than laboratory research (Pham, 1992, etc.). The obtained results show that the effects of involvement, emotion on sponsor recall and recognition are stronger in the countries with low soccer culture. Whatever the origin of the individuals, and no matter the country or the place of study - African or Western - there is a limit or a cognitive threshold to sponsor recall and recognition. We find that sponsor recall varies positively with enduring involvement and emotion, particularly arousal and pleasure. However, age has an effect only on sponsor recall in. In contrast to other studies, our research shows that older people memorize the sponsor better in aided. It also shows that younger women memorize the sponsor better than older women. Key Words: Sponsorship, Fifa, Involvement, Emotion, Soccer Culture.