Sports sponsorship: the biggest problems and most popular sports

MK OPINION An online survey by MK shows where the biggest problems lie in sports sponsorship and which sports have the best image. FIFA scandal, betting fraud and doping offences - the sport has had to contend with some negative headlines in recent months. This has also had an impact on sponsorship. The results of our online survey show that over 50 percent see corrupt sports associations and doping cases involving athletes as the biggest problems in sports sponsorship. When it comes to the image of sports, tennis comes out on top, followed by (beach) volleyball, wrestling, alpine skiing and Nordic skiing. The image of cycling, motorsports/Formula 1 and soccer, on the other hand, was predominantly rated as poor by the respondents. here also be downloaded and printed as a PDF.

More comments: Is sports sponsorship still worth it?

"Yes, but only where the wages of the so-called athletes do not rise immeasurably, that is indecent."Lieberherr Ruedi, MORGA AG"Direct customer contact emotions - values - depending on the sport, enthusiastic customers".Zindel Victor H., Waldhaus Flims"Yes. The reach and image gains continue to be significant."Pampel Markus BAES, Germany GmbH"Yes. Because no one succeeds in avoiding publicity at an event. And bad image?? What scratches the subconscious a FIFA while watching the match (and the boards and Adidas socks...) with dilated pupils and open pores?"Wetzel Martin, Sweetspot AG"It is worthwhile if it supports the strategic brand objectives. If this is not the case, for example if the aim is merely to increase brand awareness, sports sponsorship is doomed to failure."Peters Karsten, Ifolor AG"No. The longer the more it is called "bread and games" it is not more sport, rather more show. With all the Begeliterscheinungen like agreements, pushing, etc."Stojanovic Dragoslav"An event whose character, topicality and affinity with the company/product are congruent may well, with good strategy, reinforce the sponsor's image, awareness or knowledge objectives."Bruppacher Walter, Quintes Business Development"Attention in success news can only be achieved with much greater effort in a conventional way."Pino Zünd, Brandwork"Still a great way to showcase my product in an emotional environment"Felder Matthias, Kobalt AG, Mensch & Kommunikation, Lucerne"Yes, on smaller, less commercial occasions."Gerstner Christine, Q_PERIOR AG"I think it's important to promote the next generation, and that takes sponsors."Buser Verena"Sponsorship in popular sports makes sense. It ensures that events are held."Schneider Christian Karl F. Schneider AG"Now only if it's promoting young talent."Stebler Werner Stebler, PR and Advertising"It's worth it if you back the right "horse," meaning a sport that isn't subject to a doping or other scandal."Eugster Jörg, NetBusiness Consulting AG"Sports sponsorship is an excellent way of transferring an image. However, there must be a clear strategy behind it. Only if the sponsorship attributes are incorporated into the company's own communications and the commitment is planned integrally is it worthwhile. For everyone involved."Rotach Rolf LIVE experiences gmbh

About MK Opinion

Every month, we survey our readers on a controversial topic from the field of marketing & communications. The results are published online and in the print edition. MK Marketing & Communication Published. Opinion pieces so far:- September: Neuromarketing- October: Digital Marketing- November: Trade media- December: Mobile AdvertisingIn January, the topic is "Is the joint venture between Swisscom, Ringier and SRG good for the advertising market?". Join now!