The purpose of this, study is to examine the effect of perceived promotion of sponsor for 2002FIFA World Cup Korea/Japan on brand loyalty. The subjects are college students who are used internet.3,846 samples of them are collected. Questionnaires were obtained using convenient sampling method in internet and written by self-administration method. Descriptive Analysis, One-way ANOVA, and Multiple Regression Analysis were performed for data analysis using SPSSWIN 10.0. The: results are 'as follows: First, perceived advertising, perceived event information, attitudinal loyalty, recommendation intention except complaint behavior have. a statistically significant difference between high involvement, middle involvement, and low involvement of World Cup. Second, perceived' advertising, perceived event information have a significantly positive effect on fee attitudinal loyalty. Third, perceived advertising, perceived event information have a significantly positive effect on the recommendation intention. Fourth, perceived advertising has not a significantly effect on the complaint behavior Fifth, perceived event information has a significantly negative effect on the complaint behavior