The following insights have been taken from the GWI Sports dataset. GWI Sports is a GWI Core add-on that helps you keep up with sports fandom - from attitudes and behaviours to teams and leagues - across selected Core markets. Any indexes mentioned in this article are compared to the 16-64 year old sports fandom. To find out more about GWI Sports, click here.
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Key Sponsorship Visibility in Sports
Nearly half of sports fans — 49.7% — identify shirt sponsorship as the most noticeable form of advertising during sports games and events. These sponsorships, prominently displayed on athletes' jerseys, tend to capture fans' attention due to their visibility and association with top teams and players. Following closely behind, 32.3% of sports fans report that they are most likely to notice the dynamic advertising on LED boards surrounding the pitch or stadium. These digital displays, often featuring rotating ads throughout the game, provide brands with high-impact visibility, particularly during key moments of the action. Both forms of sponsorship underscore the importance of strategic branding in sports, where visual placement plays a crucial role in capturing audience attention.
GWI Sports, Q2 2024. 147k sports fans ages 16-64.
For more insight on sports behaviour & attitudes, use these questions in the platform.
The Impact of Sports Sponsorship on Brand Perception and Consumer Preference
Brand sponsorship in sports has a significant influence on consumer perception, with 31.1% of sports fans stating that they are likely to view a brand or product more favourably if it sponsors their favourite sports team or league. This positive association is often driven by the emotional connection fans have with their teams, as sponsorships create a sense of alignment between the brand and the team's values or success. Furthermore, 22% of this audience go a step further, indicating that they would be more inclined to consider purchasing from that brand over its competitors if it supports their favourite team or league. This demonstrates the powerful impact of sports sponsorship on brand loyalty and consumer decision-making, where a strong affiliation with a beloved team can translate into increased preference and potential sales for sponsoring brands.
GWI Sports, Q2 2024. 147k sports fans ages 16-64.
For more insight on sports behaviour & attitudes, use these questions in the platform.