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.
