Sponsorship battle hits the newspapers

Posted in Sport Marketing on June 2, 2017

Soccer or cycling? An almost impossible choice, like the Beatles or the Stones, Porsche or Ferrari, Steve Jobs or Bill Gates. For the marketer, however, it must be a well-considered decision to choose the sponsor (advertisement) medium which matches his brand, product, or company. The impact of gathered media exposure is a decisive factor in this selection.

To make the comparison between Belgium's leading sports possible, we evaluated the 6 main shirt sponsors of the PO1 teams (BNP-Paribas Fortis, Daikin, VDK, Proximus, Willems Veranda's & Record Bank) and the thirty games (10 game days) of this competition for each publication of the logo, being: via television, print or online. Towards cycling, we used the same monitoring and analysis during the classics, including again 10 race days, from Across Flanders to La Doyenne for 6 dominant spring teams (BMC, Quick-Step, Lotto, Jumbo, Trek & Bora). These results, linked to the audience ratings & ad values, allow us to determine the value for the different sponsors & teams.

You can find the results here.

The following newspapers covered our research results:
Online: La dernière heure | Nieuwsblad | De Standaard
Traditional: Het Nieuwsblad | De Standaard | Gazet Van Antwerpen | La Dernière Heure