Sports Sponsorship Does Have Business Benefits
August 28th, 2009
Associate Professor Kevin Voges of Canterbury University has co-authored a study with two Queensland academics which has found consumer perception of a company which sponsors a sports team is influenced by the team’s fortunes.
This the first international study to demonstrate how results interact with sponsorship. It followed the Queensland State of Origin rugby league team, sponsored by XXXX, and the McLaren Formula One team, sponsored by Mercedes-Benz, in the Brazilian, San Marino and Spanish Grands Prix.
The study revealed sponsorship of a team alone enhanced a company’s corporate image, but brand perception is influenced by individual results. The perception of brand quality rose when the sponsored team won, and fell when it lost. Professor Voges says the study results suggest companies looking to improve consumer perception of brand quality should primarily consider sponsoring successful teams.
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