We conducted a device-agnostic survey targeting three key audiences to evaluate brand awareness, familiarity, affinity, and consideration, as well as the visibility of the sponsorship.
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Since becoming the ‘Official Energy Drinks Partner’ of a major English football club in the 2021/2022 season, this leading soft drinks brand wanted to understand the impact of their sponsorship on brand perception and to optimise investment for the coming season.
We conducted a device-agnostic survey targeting three key audiences to evaluate brand awareness, familiarity, affinity, and consideration, as well as the visibility of the sponsorship.
Audiences included the club’s fans (most likely to notice the sponsorship), general football fans (some exposure), and 18-34-year-olds not interested in football (least exposure but crucial for the brand).
Comparing these audiences, through their different exposure levels, allowed us to best isolate the impact of the sponsorship.
We delivered insights showing significant uplift in spontaneous brand awareness and familiarity among football club fans, along with recommendations to enhance message cut-through and optimise sponsorship ROI.
