FASPO criticizes the media's handling of sponsorship studies
Major events, such as the upcoming World Cup, are ideal platforms for sponsorship. But how effective are such sponsorship activities?
Major events such as the upcoming football World Cup are ideal platforms for sponsorship. But how efficient are such sponsorship activities? Different studies come to different conclusions about the impact and value of sponsorship. The Hamburg-based Fachverein für Sponsoring (FASPO) is calling on market research institutes and the media to be more careful and responsible when interpreting and publishing market research results on sponsorship at major events. This is because FASPO recently observed an increasing number of negative media reports on sponsorship involvement at the Winter Olympics in Turin.
According to the sponsorship association, publications from market research institutes as well as university research institutes are increasingly questioning the effectiveness and efficiency of World Cup sponsors.
It is clear that the sponsorship association does not want to accept such "business-damaging behaviour": FASPO emphasizes that the impact and utility value of sponsorship are individually dependent on the strategic objectives of the company. "Communication research has long proven that sponsorship works on an emotional level," comments Jens Krüger, FASPO board member and market researcher himself.
According to the sponsorship association, publications from market research institutes as well as university research institutes are increasingly questioning the effectiveness and efficiency of World Cup sponsors.
It is clear that the sponsorship association does not want to accept such "business-damaging behaviour": FASPO emphasizes that the impact and utility value of sponsorship are individually dependent on the strategic objectives of the company. "Communication research has long proven that sponsorship works on an emotional level," comments Jens Krüger, FASPO board member and market researcher himself.
