Sponsorship works, provided it is used correctly

The potential of professional,
efficient sponsoring is still far from being fully realized in Switzerland.
exploited. This is the conclusion of the sponsorship study by MPM
Sponsoring Consulting, carried out by the GfS-Zurich Institute
was carried out. The study is intended to provide an overview of the image and effects of the
sponsorships in Switzerland.
The findings include the fact that consumers in Switzerland, and particularly in the
Romandie view sponsorship as a form of advertising. In contrast
to addressed advertising or radio commercials, however, is a large
of those surveyed consider sponsorship to be likeable. Furthermore, the
The study shows that sponsorship can achieve a significant image transfer.
takes place. According to Ute Riermeier, Managing Director of MPM
However, highly commercialized sports also have negative image values
transport. In this way, sponsors who support skiing or
Formula 1 are regarded as companies that merely participate in
are interested in money. According to MPM, this image transfer proves that the
Consumers clearly distinguish between appropriate and inappropriate sponsorship
differentiate.
The study also clearly shows that sponsorship is the
Purchase decision
positively influenced to a large extent. According to the survey, 52 % of the
respondents are more likely to buy a product from a company that offers sports
sponsored than by a company that does not sponsor. For companies,
sponsor culture, the figure is 46 %, for science sponsors 31 %, and
40 % of respondents would prefer to buy from companies that do social good.
sponsor.