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INTRO

To make the comparison between soccer and cycling possible, we thoroughly examined each sport individually. We monitored and analysed television broadcasts, print (pictures and text) and online presence. For each team we evaluated the impact of every individual clipping, based on; size, level of carrier, readability, moment of visibility, viewing rates and presence or absence of other brand mentions. Each team will show its gross value, its impact score and the net result, with a graphical view of the differences between the teams.

General results

gross value

Net value

Average impact

Van Avermaet’s reds or Boonen’s blues?

Although BMC acquired the highest gross value during the 10 race days, a higher average impact for Quick-Step, caused the Belgian World Tour team to take the first place when looking at generated net value. The other Belgian World Tour Team Lotto takes 3rd place before Bora and Trek.

TV Results

gross value

Net value

Average impact

Entertaining riding style pays off

The dominant riding style of Van Avermaet and his teammates combined with an outstanding logo placement on the jersey, results in a high gross and net value for the team of Andy Rihs. Even though Quick-Step has generated a higher average impact, the team of Patrick Lefevere has to be satisfied with a 2nd place.

Print Results

gross value

Net value

Average impact

Boonen vs. the rest

The final season of Tom Boonen and the popularity of Quick-Step Floors Cycling team is the main reason of the highest generated gross value in print. Belgian papers were full of Quick-Step logos and mentions. Luckily for BMC, an outstanding start of the season for Greg van Avermaet generated a lot of presence as well.
Remarkably the impact of all cycling sponsors is higher for print. This due to high resolution pictures in print compared to moving images on TV. The impact of Jumbo and Trek was 5 times higher in print than on TV, mainly caused by bad contrast between the colour of the logo and the jersey.

Online Results

gross value

Net value

Average impact

Do small teams have to worry?

Just like for print media, the final season of Tom Boonen has had a huge effect on the generated gross value. As both Quick-Step and BMC together take account for more than 50% of the generated net value, it’s safe to say the entertaining riding style and a strong collective team have paid of. Smaller teams like Jumbo, Trek and Bora have generated a rather small amount of net value during the Spring Classics.
Remarkably the impact of all cycling sponsors is higher online. This due to high resolution pictures in online articles compared to moving images on TV. The impact of Lotto was the highest for online and print due to a clear contrast between the colour of the logo and the jersey.