Sponsorship

IMJ, APRIL 2010 – AISLING SEERY

In recent years, two of the highest profile forms of sponsorship have been TV-programme and sports sponsorship. Sponsorship is a major investment for brand owners and given that different TV programme genres and sports may have widely differing audience profiles, accurate targeting is crucial. The objectives set by marketers range from developing brand affinity to increasing sales growth. Marketers looking to invest in sponsorship need to understand their audience in order to establish partnerships that are right for their brand. Equally important is sponsorship validation being able to demonstrate a return on investment.

TGI data shows that those who fall into TGIs Fledgling Lifestage (15-34, single, childless, living with parents) are 80% more likely to tend to buy from companies that sponsor TV programmes and 30% more likely when it comes to companies that sponsor sport. Unconstrained couples (15-54, married but dont live with children) are 48% more likely to be receptive to sports sponsorship.

By understanding the audiences of TV genres and their brand affinity, marketers can draw upon these synergies to secure lucrative sponsorship deals. Adults who especially choose to watch Current Affairs programmes are 23% more likely to be heavy wine consumers and 34% more likely to have three or more savings accounts. When comparing this to those who especially choose to watch House and Home shows, they are 31% more likely to be heavy consumers of packet tea.

Recently there have been a number of high profile sports sponsorship deals. TGI data shows that those who are interested in sailing are twice as likely to be heavy consumers of champagne compared to those interested in extreme sports such as BMX or skateboarding who are 55% more likely to be heavy consumers of flavoured water, herbal and premium soft drinks.

Regardless of sector, marketers need to demonstrate a similar affinity between their brand values, brand consumers and sponsorship partners. As consumers are becoming savvier and more selective in their brand choices, successful sponsorship is a way for brands to truly stand out.