Superbrands Sports' Sponsorship Research

The World Cup is now well and truly upon us. It has bought a multitude of ads with it,
many of which are also officially sponsoring the tournament. But does this major investment in sports sponsorship actually benefit the brand owners themselves?


New research by NOP World on behalf of the Superbrands organisation suggests this may not always be the case. Whilst the influence of sport sponsorship on the perceptions of a brand is high amongst young consumers, the impact of such deals outside that age group is limited.

The latest data reveals that 40 percent of people questioned within the 15-24 age range said that they would feel more confident about a brand if it was seen sponsoring high profile sporting events, such as the World Cup. However only 19 percent of 25-34 year olds believe they would feel more confident in a brand as a result of a high profile sports sponsorship. This level falls to 18 percent for 35-44 year olds, 13 percent amongst 45-54 years olds, and a mere 6 percent amongst 55-64 year olds. For those over 65, the number rises again slightly to 11 percent.

Marcel Knobil, chairperson of the Superbrands organisation, commented 'Sponsorship is an increasingly important part of the marketing mix and the World Cup represents one of only a few opportunities to reach a large global audience through an increasingly fragmented media. However it is essential that all brand owners carefully consider the cost/benefits of such sponsorships and particularly the effect sponsorship has on consumer perceptions of the brand and ultimately of course the bottom-line. These findings suggest that those brands intent on reaching and influencing the youth market, such as official FIFA World Cup sponsors such as Adidas, McDonald's and Coca-Cola will benefit most from World Cup sponsorship.'

NOP World questioned a total of 1,001 people in the UK earlier in 2002 for its survey.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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