Sport continues to dominate the sponsorship market in Ireland with 75% of respondents to a recent survey indicating sport as the most likely area of sponsorship they recognise, as opposed to 68% with charity and good causes and 45% with TV programming.
Recall is also high in Ireland with 11% saying they always recall a sponsor, 28% often and 43% sometimes.
The sponsorship awareness survey was carried out by iReach as part of a monthly omnibus gathering information from 1000 people in a nationally representative sample.
The value of sponsorship versus advertising was highlighted by the fact that in the overall population 35% considered it to be a stronger form of marketing for them as opposed to 13% who considered it less.
The figure among men was higher again at 40% and reflects the relatively stable nature of sponsorship in Ireland and its continued rapid growth internationally versus a decline in more traditional forms of print and broadcast advertising.
Most importantly a significant 46% of the overall response group admitted to being positively influenced on purchasing intent by seeing a brand involved in something they care about.
The figure rises to 56% when confined to the more difficult to reach but generally more impulse purchasing 18-34 group.
Sport for Business will be building special interest groups from among the membership over the coming months. If you would like to be part of the Research Group we would ask you to contact us today and let’s see how we can improve knowledge through sharing experience.
Join us for The Business of Youth Sport, a special seminar looking at how sport can reach into schools and colleges taking place on November 28th, 2013
The Value of Sponsorship to Consumers
