New Report Provides Insight Into The Intangible Elements Of Sponsorship

Sports Marketing Surveys has just released its new report providing insight into the intangible outcomes of the sponsorship market.  Using data from over 7,000 interviews with the youth and adult markets in the UK*, it provides an in-depth insight into thinking and attitudes to sponsorship and is supported by case studies and data on properties within the sports, arts, education, personality endorsement and broadcast sectors.

The report shows how the consumer, analysed by demographics and lifestyles, is becoming wiser to the sponsorship medium and has a growing understanding of the need for a commercial approach.    In addition, the report highlights how the unique benefits of sponsorship can be used to increase loyalty and propensity to purchase a sponsors product or service.

Reviewing the report, Warren Plaskett of Unilever Best Foods, Flora Brand Manager said  “Outstanding marketing mixes start with absolute clarity of insight into the needs, beliefs and passions of the target consumer.  With this report and for the first time, Sports Marketing Surveys, have brought this discipline to the field of sponsorship evaluation.  This is essential reading for any marketer who understands the need to look beyond audience size and media value alone when approaching a sponsorship campaign”

The report, The UK Sponsorship Market 2004 – An Insight is available for £300 plus VAT from:

Sandrine Alnet
T: + 44 (0) 1932 350600
E: sandrinea@sportsmarketingsurveys.com
http://www.sportsmarketingsurveys.com/
April 2005
 
* fieldwork from sponsorship tracking study in partnership with NOP World based on 7,000 12-65 year olds in the UK.
 

Editor’s Notes:

Sports Marketing Surveys Ltd – is one of the world’s leading sponsorship and sports research agency.  Established in 1984, Sports Marketing Surveys is entirely independent with over 20 years experience in the industry.   The company has its headquarters in the UK and through its network of international offices provides multi-country research to sponsors, rights holders, federations, sports goods manufacturers and those wanting information on the industry.

NOP World - Bringing together some of the most renowned US and European research firms in a unified global network, NOP World is one of the largest business-to-business research agencies in Europe and a top-ten market research power worldwide. Through industry-specific business units, it offers focused expertise across 6 areas - automotive, business and technology, consumer and retail, financial services, health and media.  Industry specialists are supported by five Centres of Excellence (CoE). Four of the CoE's focus on the key stages of the marketing cycle - Market Opportunity, Brand Strategy, Marketing Effectiveness and Customer Management.  The fifth - NOP World's Research Centre of Excellence - provides best-in-field research design, methodologies and analytics. NOP  World is a wholly-owned subsidiary of UK-based United Business Media  (NASDAQ: UNEWY; LSE:UBM).