Study: Pleon survey shows Swiss preference for sports sponsorship
Pleon, a PR agency specializing in sponsorship, surveyed the budget managers of the 118 Swiss companies with the highest revenue on the topic of sponsorship. The findings: stable budgets, a focus on the domestic market, and increasing professionalization.
Pleon, a PR agency specializing in sponsorship, surveyed the budget managers of the 118 Swiss companies with the highest turnover on the subject of sponsorship. The findings: stable budgets, concentration on the domestic market and increasing professionalization. According to the survey, 76.6 percent prefer to sponsor sport. In figures: Almost half, or 47.1 percent, of all available sponsorship budgets go to sport.
The sponsorship budgets in turn correspond to one eighth of the total communication budget, Pleon wrote in its press release on Wednesday. Compared to the total available communication funds, the sponsorship budgets have remained stable over the last two years.
An international comparison of Germany, Austria and Switzerland shows that media sponsorship is far more important in Switzerland than in our neighboring countries. On average, 21% of media sponsorship is used in the three markets, compared to 31% in Switzerland. It should also be noted that only one sixth of the Swiss companies surveyed engage in cross-border sponsorship.
The Pleon study also revealed that sponsorship activities are increasingly being based on concrete written plans. Likewise, more and more companies want to know what the sponsorship is achieving: 63 percent now carry out a performance review.
The empirical long-term study "Sponsoring Trends" has been published by Pleon every two years since 1998.
The sponsorship budgets in turn correspond to one eighth of the total communication budget, Pleon wrote in its press release on Wednesday. Compared to the total available communication funds, the sponsorship budgets have remained stable over the last two years.
An international comparison of Germany, Austria and Switzerland shows that media sponsorship is far more important in Switzerland than in our neighboring countries. On average, 21% of media sponsorship is used in the three markets, compared to 31% in Switzerland. It should also be noted that only one sixth of the Swiss companies surveyed engage in cross-border sponsorship.
The Pleon study also revealed that sponsorship activities are increasingly being based on concrete written plans. Likewise, more and more companies want to know what the sponsorship is achieving: 63 percent now carry out a performance review.
The empirical long-term study "Sponsoring Trends" has been published by Pleon every two years since 1998.
