The purpose of this study is to examine the effects of the participation of a supported team in a match and the enjoyment induced by the game on advertising recall when consumers watch sports games on television, and further to verify the moderating effect of need for cognition. To this end, 564 undergraduate and graduate students who watched the 2010 FIFA World Cup in South Africa were surveyed, and their recall of in-stadium LED board advertisements and television mid-game commercials was analyzed according to the supported team's match participation (participating/non-participating), game enjoyment (high/low), and need for cognition (high/low). The analysis results showed that the supported team's match participation and game enjoyment had significant effects on the recall of both board advertisements and mid-game commercials. Furthermore, a moderating effect of need for cognition was found on the impact of the supported team's match participation and game enjoyment on board advertisement recall, but no moderating effect was found for mid-game commercial recall. The conclusion of this study provides a summary of the research findings and their implications, the limitations of the study, and suggestions for future research.