The Championship title of RSC Anderlecht combined with an already long lasting sponsorship of a big brand and extra logos on the shoulders are the main reasons why BNP Paribas Fortis is leading the rankings of gross value, average impact and net value. Remarkably the sponsors of teams who finished in the top 3 of the competition (BNP Paribas, Daikin, VDK) also have the highest average impact and generated the most net value.

Besides being a telecommunications company and TV broadcaster, Proximus’s TV generated net value is less than its net value generated by print and online clippings. Record Bank struggles with the same problem. This might be caused by an overload of logos on the jersey and/or a weak contrast between the colour of the logo and the jersey. The top 3 of the competition take account for more than 85% of total generated net value, due to good results, good logo placements, nice contrast between colour of logo and jersey and long lasting sponsorships.

The Championship title of RSC Anderlecht really boosted the generated gross and net value for BNP Paribas. Although it is remarkable that the average impact of the logo of print is only half as high as for TV. This may caused by the fact that the BNP Paribas logo is mostly visible during crucial moments in the TV broadcast. Scoring goals, having chances and taking set-plays really augments the average impact. The same trends is visible for the top 3 teams and sponsors. For ‘smaller’ teams, that trend is reversed. This due to higher viewer ratings for matches with top teams.

For online clippings, the gap between the sponsors of RSC Anderlecht and the other clubs is getting smaller. When comparing generated average impact of sponsors over TV, print and online, it’s clear that the differences between sponsors are smaller for print and online. This is caused by the fact that all pictures of these media are similar in size and clarity compared to moving images for TV.