Research into Sponsoring in Sport

The world in a sports frenzy: Alongside the main events of the Football World Cup and the Olympics, perennial events such as the Tour de France, Formula 1 and ski-jumping are enjoying increasing popularity. In addition to these, exclusive sports like golf or riding are attracting spectators with their aura of exclusiveness while new trend sports are offering up alternatives. This increasing offer makes it difficult for firms that are willing to sponsor to find suitable sports, events, teams and/or athletes for an appropriate sponsoring partnership.

Psyma Market Analysis GmbH has been engaged in the qualitative analysis of sport sponsoring for decades and has assisted the sponsors (banks, corporate groups) as well as those being sponsored (among which are German premier division football clubs) during the strategic selection of the “right” partners. Alongside economical considerations there is basically a choice of two objectives: Should the level of recognition of the company, brand or range of offers be increased quantitatively or should it be aimed at a specific, qualitative image of the brand or the company?

Market research contributes to the study of target group structure and affinity towards the sponsor’s range of services as well as determining the potential of an image transfer. Those being sponsored must be capable of improving the brand’s image in a relevant dimension, the sponsor must benefit from this and address the previously determined target group in a credible and efficient manner. Therefore the sponsor’s motto must be: Think big! Only if the share of voice as well as the presence alongside other sport sponsors is sufficient, can the sponsoring make an impact.

Additionally the company’s communication mix must be right: only a networked and co-ordinated integration of the sponsoring message into the classic company communication – according to the principle “Do something good and talk about it!” – can render sufficient impact in terms of fulfilling the objectives. The following rule of thumb applies: The budget for accompanying measures should be at least as high as the costs of the partnership itself.

Find out more about sponsoring-research at Psyma: Sponsoring & Sponsoring Control