This paper examines the determinants of probability for sponsor brand recall at the Euro 2004 soccer tournament in Portugal. Using a sample of 1,000 people, a survey was administered in Portugal immediately after the tournament to ascertain the significant characteristics that influenced the aimed probability (e.g., age, income, education, perceptions of the event, perceptions of sponsors). Based on 676 usable responses, a random-parameter logit model (mixed logit) was used to deal with unobserved heterogeneity, together with a standard logit model which was also used to analyze the responses. The paper concludes by considering some issues for sponsorship managers.