Sponsorship - UK

ISSUES IN THE MARKET

Definition

Sponsorship versus donations

Consumer research

GMI

ABBREVIATIONS

INSIGHTS AND OPPORTUNITIES

Talk is cheap - but can be profitable

Closer to home is where the arts money is

Tackle ambushing through expression, not suppression

MARKET IN BRIEF

Market fights back to pass Millennium peak

Sport the biggest, but not the fastest

Olympics set for record performance...

...with middle-tier sports stepping out of the shadows

Broadcast sponsorship on the right wavelength...

...with radio currently the biggest noise

Comparative suffering in the arts

Academy openings bolster education market

Sponsorship now a fact of all walks of life...

...but the sponsor as benefactor is a largely unrecognised concept

INTERNAL MARKET ENVIRONMENT

Key points

The role of sponsorship

Benefits for rights holders

Considerations for sponsors

Benefits for sponsors

Assessing impact and effectiveness

Churn

Sponsorship opportunities

New media, new possibilities

Getting your money’s worth

Legislation and social responsibility

Junk food brands under the microscope

Alcohol sponsorships attacked

Finding the perfect partner

BROADER MARKET ENVIRONMENT

Key points

Economic climate and activity

Mergers - a double-edged sword

Positive trends on the global and domestic fronts

Churn and the economic climate

Short-term factors

Let the Games begin

COMPETITIVE CONTEXT

The marketing mix

Advertising clutter

Integrating the offer

STRENGTHS AND WEAKNESSES IN THE MARKET

STRENGTHS

Advantages over traditional advertising

New media create opportunities

Relaxed regulations and increased government investment

Online gaming adds impetus

The Olympic factor

Gaining consumer acceptance

WEAKNESSES

Getting lost in the crowd

The majority need to play catch-up

Junk food and alcohol under fire

Gaming boom to lose momentum?

Underlying cynicism still exists

CONSUMER ATTITUDES TOWARDS SPONSORSHIP

Key points

Figure 1: Why companies sponsor sports, TV, arts and other events, August 2006

Cynicism prevails...

Figure 2: Consumer attitudes towards sponsorship, August 2006

...but acceptance appears high

Consumer Attitudes Towards Sponsorship - Detailed Demographics

Figure 3: Reasons why companies sponsor sports, TV, arts and other events - to encourage greater sales of their goods and services - rankings by demographics, August 2006

Figure 4: Reasons why companies sponsor sports, TV, arts and other events - to improve their image with the public - rankings by demoographics, August 2006

Figure 5: Reasons why companies sponsor sports, TV, arts and other events - because they genuinely care about the events they sponsor - rankings by demographics, August 2006

Figure 6: Reasons why companies sponsor sports, TV, arts and other events - to boost profits - rankings by demographics, August 2006

Figure 7: Reasons why companies sponsor sports, TV, arts and other events - It's cheaper than other forms of advertising - rankings by demographics, August 2006

Figure 8: Reasons why companies sponsor sports, TV, arts and other events - To advertise to those individuals who are most interested in the events/TV programmes being sponsored - rankings by demographics, August 2006

Figure 9: Agreement with most popular attitudes towards sponsorship, by demographics, August 2006

Figure 10: Agreement with less popular attitudes towards sponsorship, by demographics, August 2006

MARKET SIZE AND FORECAST

Key points

Market responds well under pressure

Figure 11: UK sponsorship market size, 2001-11

Sport still attracting the big guns

Figure 12: UK sponsorship market, by sector, 2001-05

Figure 13: UK sponsorship market, by sector, 1986-2006

Mintel foresight

Positive future lit by Olympic flame

Sophistication still on the agenda

More properties, more platforms, more complication

Clearing clutter to remain a key issue

Sports sponsorship to go global

SPORT SPONSORSHIP - THE MARKET

Key points

Towards a more focused approach

Figure 14: Value of sport sponsorship in the UK, 2001-06

Motorsport losses offset by other sectors

Bumper year expected in 2006...

Online sponsorship boom (and bust?)

More deals and more takers

...but some will be biding their time

THE KEY SPONSORS

Figure 15: Main sponsors of sport in the UK (active deals, July-December 2005)

THE KEY SPORTS

Figure 16: Most-sponsored sports in the UK (active deals, July-December 2005)

THE KEY PLAYERS

Figure 17: Leading UK sports sponsors, by total value of major sponsorship investments, 2006

New kids on the block

Football the major money-spinner

THE KEY ISSUES

Sponsors demand more for their money...

...forcing changes in the supply side

Too many cooks spoil the broth

Dealing with clutter

Football fever leads to low recognition

Ambush marketing

Protecting sponsors’ rights

But is it breaking the law?

Ambushing the Games?

Striking a balance

London Olympics to weigh in

A three-tiered approach

Clutter to prove a significant issue

Direct and indirect benefits to be had

Technology opens up new avenues

iTV allows more effective targeting

The right to replay

Cross-platform convergence

Sponsor-owned properties

Smaller is better

DIY properties in vogue

Middle tier properties stuck in between...

A more focused approach

...but future prospects look better

Offering value for money

SPORTS SPONSORSHIP - MARKET FACTORS

Key points

Market conditions

Sponsorship promotion

The European Sponsorship Association

Sportsmatch

Raising participation among priority groups

Qualification requirements

Measuring success

Olympics to ramp up demand

Trends in funding

Figure 18: Trends in Sportsmatch awards, 1992/93-2005/06

Figure 19: Sportsmatch awards in England, by sport, 1992-March 2006

Figure 20: Sportsmatch awards in England, by region, 1992-March 2006

National Sports Foundation

Key focus

Required objectives

A conflict of interests?

SPORTS SPONSORSHIP - CONSUMER INTEREST IN SPORT

Key points

Figure 21: Changes in interest in named sports among all UK adults, 2001-05

Tennis and athletics among the female favourites

Figure 22: Interest in named sports by gender, 2005

Interest in cricket strong across the age spectrum

Figure 23: Interest in named sports by age, 2005

A working man’s game?

Figure 24: Interest in named sports, by socio-economic group, 2005

TV COVERAGE OF SPORT

Key points

BSkyB increases its dominance

Figure 25: Sports coverage on television, by channel, 2001-05

Interest does not dictate coverage

Figure 26: Leading UK sports, by volume of television coverage, 2005

Rising coverage of middle-tier and niche properties

Figure 27: Changes in TV sports coverage, 2001-05

Terrestrial coverage by sport and channel

Auntie loves football and tennis

Figure 28: BBC1 sports coverage, 2005

Figure 29: BBC2 sports coverage, 2005

Motorsport in the driving seat for ITV

Figure 30: ITV1 sports coverage, 2005

Channel 4 output tops ITV and BBC1

Figure 31: Channel 4 sports coverage, 2005

Five takes and alternative approach

Figure 32: Five sports coverage, 2005

Cable and satellite coverage by sport and channel

Sky Sports - the Big Daddy of sports coverage

Figure 33: Sky Sports coverage, 2005

British Eurosport spreads its net wide

Figure 34: British Eurosport sports coverage, 2005

SPONSORSHIP BY SPORT - ATHLETICS

Key points

London Olympics to boost interest levels

Figure 35: Changes in interest in athletics, 2001-05

Norwich Union commits till 2012

Figure 36: Selected examples of athletics sponsorships 2005-06

Participants respond favourably to sponsorship

Figure 37: Attitudes towards sponsorship, by interest in athletics, 2005

SPONSORSHIP BY SPORT - CRICKET

Key points

The ‘Ashes effect’?

Figure 38: Changes in interest in cricket, 2001-05

Vodafone and NatWest in the spotlight

Figure 39: Selected examples of cricket sponsorships 2005-06

ECB sells live rights to BSkyB

Cricket fans demonstrate above-average awareness

Figure 40: Attitudes towards sponsorship, by interest in cricket, 2005

SPONSORSHIP BY SPORT - FOOTBALL

Key points

Recent interest driven by club successes?

Figure 41: Changes in interest in football, 2001-05

Online gambling operators make their move

Figure 42: Team shirt sponsors, Barclays Premiership, 2006-07

All change at the top

Premiership deals return to growth

Second-tier sponsorships becoming the norm

Kit deals provide a direct return

Figure 43: Selected current kit supplier deals, 2006

Sponsors enjoy greater returns from participants

Figure 44: Attitudes towards sponsorship, by interest in football, 2005

SPONSORSHIP BY SPORT - GOLF

Key points

Appealing to a wider audience

Figure 45: Changes in interest in golf, 2001-05

Lack of clutter attracts sponsors

Figure 46: European PGA sponsors, 2006

Figure 47: PGA European Tour UK event title sponsors, 2006

Players and watchers show similar tendencies

Figure 48: Attitudes towards sponsorship, by interest in golf, 2005

SPONSORSHIP BY SPORT - HORSERACING

Key points

Greater accessibility boosts interest

Figure 49: Changes in interest in horseracing, 2001-05

TV sponsorships key for horseracing

Figure 50: Leading horseracing sponsors, by number of races and value of advertised prize money, 2005

Contrasting strategies in evidence

Totesport top of the value pile

Figure 51: Selected examples of horseracing sponsorships, 2005-06

Viewers respond best to events sponsorships

Figure 52: Attitudes towards sponsorship, by interest in horseracing, 2005

SPONSORSHIP BY SPORT - MOTORSPORT

Key points

Industry in need of a pick-me-up

Figure 53: Changes in interest in motorsport, 2001-05

Only two tobacco firms remain involved

Figure 54: Selected Formula 1 team sponsors, 2006

Tobacco ban knocks revenue potential

Filling the void

New title sponsor for BTCC

Figure 55: British Touring Cars Championship sponsors, 2006

Tesco takes the lead for the BRC

Figure 56: British Rally Championship sponsors, 2006

Participation key to generating sales

Figure 57: Attitudes towards sponsorship, by interest in motorsport, 2005

SPONSORSHIP BY SPORT - RUGBY LEAGUE

Key points

Tournament developments broaden appeal

Figure 58: Changes in interest in rugby league, 2001-05

Super League and Challenge Cup the jewels in the crown

Figure 59: Selected examples of rugby league sponsorships, 2005-06

RFL active in generating sponsorship

A third of participants buy from sports event/team sponsors

Figure 60: Attitudes towards sponsorship, by interest in rugby league, 2005

SPONSORSHIP BY SPORT - RUGBY UNION

Key points

Union builds on World Cup success

Figure 61: Changes in interest in rugby union, 2001-05

Growing popularity boosts sponsorship values

Figure 62: Selected examples of rugby union sponsorships, 2005-06

Union players show highest sponsorship awareness

Figure 63: Attitudes towards sponsorship, by interest in rugby union, 2005

SPONSORSHIP BY SPORT - SNOOKER

Key points

Interest in snooker remains steady

Figure 64: Changes in interest in snooker, 2001-05

Tobacco ban takes its toll

Figure 65: Selected sponsors of UK snooker, 2005-06

Online gaming firms to the rescue

Link between snooker interest and sponsorship less apparent

Figure 66: Attitudes towards sponsorship, by interest in snooker, 2005

SPONSORSHIP BY SPORT - TENNIS

Key points

Britain looks to a new hope

Figure 67: Changes in interest in tennis, 2001-05

LTA opens up to ‘corporate partners’

Figure 68: Selected examples of tennis sponsorships, 2005-06

Players and spectators show similar attitudes to sponsorship

Figure 69: Attitudes towards sponsorship, by interest in tennis, 2005

AWARENESS OF SPORT SPONSORSHIPS

Key points

Figure 70: Sponsors correctly matched with sports teams/events, August 2006

Stadium move gets people talking

Long-term association pays dividends for Carlsberg

Men more likely to recognise all sponsorships

Football sponsorships have a major regional impact

SPORT SPONSORSHIP - CASE STUDIES

DRAMBUIE PURSUIT

The event

The strategy

The benefits

BRITISH AIRWAYS AND THE 2005 BRITISH AND IRISH LIONS

The deal

The execution

The response

SPORTS SPONSORSHIP - DETAILED DEMOGRAPHICS

Interest in athletics

Figure 71: Interest in athletics, by gender, age and socio-economic status, 2005

Figure 72: Interest in athletics, by region and marital and employment status, 2005

Figure 73: Interest in athletics, by age of children in household and lifestage, 2005

Interest in cricket

Figure 74: Interest in cricket, by gender, age and socio-economic status, 2005

Figure 75: Interest in cricket, by region and marital and employment status, 2005

Figure 76: Interest in cricket, by age of children in household and membership of Mintel’s Special Groups, 2005

Interest in football

Figure 77: Interest in football, by gender, age and socio-economic status, 2005

Figure 78: Interest in football, by region and marital and employment status, 2005

Figure 79: Interest in football, by age of children in household and membership of Mintel’s Special Groups, 2005

Interest in golf

Figure 80: Interest in golf, by gender, age and socio-economic status, 2005

Figure 81: Interest in golf, by region and marital and employment status, 2005

Figure 82: Interest in golf, by age of children in household and membership of Mintel’s Special Groups, 2005

Interest in horseracing

Figure 83: Interest in horseracing, by gender, age and socio-economic status, 2005

Figure 84: Interest in horseracing, by region and marital and employment status, 2005

Figure 85: Interest in horseracing, by age of children in household and membership of Mintel’s Special Groups, 2005

Interest in motorsport

Figure 86: Interest in motorsport, by gender, age and socio-economic status, 2005

Figure 87: Interest in motorsport, by region and marital and employment status, 2005

Figure 88: Interest in motorsport, by age of children and membership of Mintel’s Special Groups, 2005

Interest in rugby league

Figure 89: Interest in rugby league, by gender, age and socio-economic status, 2005

Figure 90: Interest in rugby league, by region and marital and employment status, 2005

Figure 91: Interest in rugby league, by age of children and membership of Mintel’s Special Groups, 2005

Interest in rugby union

Figure 92: Interest in rugby union, by gender, age and socio-economic status, 2005

Figure 93: Interest in rugby union, by region and marital and employment status, 2005

Figure 94: Interest in rugby union, by age of children in household and membership of Mintel’s Special Groups, 2005

Interest in snooker

Figure 95: Interest in snooker, by gender, age and socio-economic status, 2005

Figure 96: Interest in snooker, by region and marital and employment status, 2005

Figure 97: Interest in snooker, by age of children in household and membership of Mintel’s Special Groups, 2005

Interest in tennis

Figure 98: Interest in tennis, by gender, age and socio-economic status, 2005

Figure 99: Interest in tennis, by region and marital and employment status, 2005

Figure 100: Interest in tennis, by age of children in household and membership of Mintel Special Groups, 2005

Sponsorship awareness

Figure 101: Sponsors correctly matched with sports teams/events (1), by gender, age, region, social grade, daily newspaper readership, Sunday newspaper readership, gross household income, age of own children, daily Internet usage, TV reception, TV viewing habits, preferred supermarkets, commercial TV viewing and mobile phone network, August 2006

Figure 102: Sponsors correctly matched with sports teams/events (2), by gender, age, region, social grade, daily newspaper readership, Sunday newspaper readership, gross household income, age of own children, daily Internet usage, TV reception, TV viewing habits, preferred supermarkets, commercial TV viewing and mobile phone network, August 2006

Figure 103: Sponsors correctly matched with sports teams/events (3), by gender, age, region, social grade, daily newspaper readership, Sunday newspaper readership, gross household income, age of own children, daily Internet usage, TV reception, TV viewing habits, preferred supermarkets, commercial TV viewing and mobile phone network, August 2006

BROADCAST SPONSORSHIP - AN OVERVIEW

Key points

Figure 104: Total expenditure on broadcast sponsorship by UK companies, 2001-06

Radio sponsorship growth outstrips TV

Interest in broadcast media

Figure 105: Media watched/listened to on a regular basis, August 2006

TV SPONSORSHIP - THE MARKET

Key points

From modest beginnings...

...to a £140 million industry

Figure 106: Total expenditure on UK television programme sponsorship, 2001-06

Advertisers shifting their focus

Churn and new media competition

TV SPONSORSHIP - KEY ISSUES AND MARKET FACTORS

Key points

Ad avoidance raises sponsorship potential...

...but the majority are still watching

Figure 107: Attitudes towards television advertising, 2006

Interactivity enhances the offering

Right programme, right sponsor

Viewer sophistication presents challenges as well as opportunities

Advertiser-funded programming: a natural extension to sponsorship

Regulatory and control issues restricting AFP growth

An alternative to event sponsorship?

The power of an integrated campaign

TV SPONSORSHIP - REGULATION

Key points

OFCOM

The Ofcom Broadcasting Code

Companies prohibited from TV sponsorship

Controlling sponsors’ influence

Break bumper restrictions relaxed

Channel sponsorship likely to affect new channels

European Commission keen on product placement

The junk food debate

TV VIEWING PATTERNS

Figure 108: Time spent watching TV on an average weekday, 2005

SPONSORSHIP OF TV PROGRAMMES

Figure 109: Selected examples of television sponsors, 2005-06

TV coverage key for all forms of sponsorship

Figure 110: Attitudes towards sponsorship, by time spent watching TV on an average weekday, 2005

AWARENESS OF TV SPONSORSHIP

Talked-about TV pays dividends

Figure 111: Sponsors correctly matched with TV programmes, August 2006

RADIO SPONSORSHIP - THE MARKET

Key points

S&P increases in importance

S&P and AFPs

Pushing the £100 million mark

Figure 112: Total expenditure on radio programme sponsorship and promotions by UK companies, 2001-06210 Attracting new sponsors

‘Brand activation’ a key part of the appeal

RADIO SPONSORSHIP - KEY ISSUES AND MARKET FACTORS

Key points

DAB and Internet radio coming into their own

Podcasting provides further platform integration

Mobile phones offer the perfect fit

A richer experience with more opportunities

Clutter remains an issue despite digital developments

Co-operating to reduce clutter

Advertiser-funded programming adds a new dimension

Brandcasting

Advantages of AFP

RADIO SPONSORSHIP - REGULATION

Key points

Radio and the Ofcom broadcasting code

Restrictions of the Code

Station sponsorship on the agenda

Are Ofcom’s proposals too TV-centric?

RADIO LISTENING PATTERNS

BBC still dominates

Time spent listening

Figure 113: Time spent listening to radio during the last 7 days, 2005

SPONSORSHIP OF RADIO PROGRAMMING

Telecoms dominate radio sponsorships

Figure 114: Selected leading radio sponsors, 2005

Figure 115: Examples of radio sponsorship, 2005-06

RADIO SPONSORSHIP AWARENESS

Are radio sponsorships falling on deaf ears?

Figure 116: Attitudes towards sponsorship, by time spent listening to the radio during the last seven days, 2005

CASE STUDIES

GILLETTE AND SKY SPORTS SOCCER SATURDAY

The appeal

The deal

The effect

‘5 A DAY’ AND THE GALAXY NETWORK

The aims

The execution

The response

BROADCAST SPONSORSHIP - DETAILED DEMOGRAPHICS

Interest in broadcast media

Figure 117: Media watched/listened to on a regular basis, by demographics, August 2006

Awareness of television sponsorships

Figure 118: Sponsors correctly matched with TV programmes, by demographics, August 2006

Television viewing patterns

Figure 119: Time spent watching TV on an average weekday, by gender, age and soci-economic status, 2005

Figure 120: Time spent watching TV on an average weekday, by region and marital and employment status, 2005

Figure 121: Time spent watching TV on an average weekday, by age of children in household and lifestage, 2005

Radio listening patterns

Figure 122: Time spent listening to radio during the last 7 days, by gender, age and socio-economic status, 2005

Figure 123: Time spent listening to radio during the last 7 days, by region and marital and employment status, 2005

Figure 124: Time spent listening to radio during the last 7 days, by age of children in household and lifestage, 2005

ARTS SPONSORSHIP - THE MARKET

Key points

Arts sponsorship becoming more competitive

Struggling to hit the Millennium highs

Figure 125: UK arts sponsorship market size, 2001-06

A changing landscape

Battling for a slice of the cake

Competition from the charitable sector

Differentiation through creativity

TYPE OF SPONSORSHIP

Figure 126: UK arts sponsorship by type, 2001-05

General business sponsorship and corporate membership on the rise

Sponsorship by region

Figure 127: Arts sponsorship, by UK region, 2003-05

London still calling...

...but the outlook for some other regions is positive

North East and Northern Ireland expecting strong growth

ARTS SPONSORSHIP SEGMENTATION

Key points

SPONSORSHIP BY ART FORM

Figure 128: UK arts sponsorship, by art form, 2003-05

Galleries usurp museums as the main money spinners

Emphasis on CSR benefits community arts

SPONSORSHIP BY BUSINESS SECTOR

Figure 129: Highest spending business sectors in UK arts sponsorship, 2002-05

CONSUMER INTEREST IN THE ARTS

Key points

Public interest in the arts

Figure 130: Popularity of named art forms (any interest), 2005

Men face the music

Figure 131: Popularity of named art forms (any interest) by gender, 2005

Theatre interest highest among the over-55s

Figure 132: Popularity of named art forms (any interest) by age, 2005

An upmarket appeal

Figure 133: Popularity of named art forms (any interest) by socio-economic group, 2005

ART SPONSORSHIP - KEY ISSUES AND FUNDING

Key points

ALTERNATIVE SOURCES OF FUNDING

Central government

DCMS investment focusing on museums and galleries

Figure 134: DCMS resource budget, museums, galleries and the arts, 2001-08

Arts Council England

Programmes and initiatives

A “tough financial strategy”

No further increase planned for grant-in-aid...

Figure 135: Arts Council England resource budget, 2003-08

Figure 136: Arts Council England grant-in-aid expenditure, 2003-08

...but funding to increase in 2007/08

Scottish Arts Council

Focusing on education

Figure 137: Scottish Arts Council budget, 2004-06

Arts Council of Wales

Festivals and community arts at risk of funding cuts

Figure 138: Arts Council of Wales income, 2002-08

Arts Council of Northern Ireland

A greater reliance on government support

Figure 139: Arts Council of Northern Ireland income, 2001-06

National Lottery programmes account for the bulk of expenditure

Figure 140: Arts Council of Northern Ireland expenditure budget, 2001-05

British Council

Visiting Arts

Local government

Budgets under pressure

Expenditure highest in the South East

European Union

National Lottery

2005 a bumper year for the arts

Figure 141: Lottery money awarded to the arts, 1997-2005

ACE the prime distributor

Figure 128: Lottery money awarded to the arts, by distributing body, 1997-2005

Ethics

SPONSORSHIP OF THE ARTS

Key points

Figure 142: Selected ongoing and recent arts sponsorships, 2004-06

Music events - translating awareness into purchasing

Figure 143: Attitudes towards sponsorship, by interest in music events, 2005

Art gallery attendance makes little difference to awareness

Figure 144: Attitudes towards sponsorship, by interest in art galleries/exhibitions, 2005

Awareness low among ballet enthusiasts

Figure 145: Attitudes towards sponsorship, by interest in ballet and dance, 2005

Theatregoers more receptive to sponsorship

Figure 146: Attitudes towards sponsorship, by interest in theatre/plays, 2005

Opera lovers uninterested in sponsored sports

Figure 147: Interest in opera by attitudes towards sponsorship, 2005

AWARENESS OF ARTS SPONSORSHIP

Figure 148: Sponsors correctly matched with events/properties, August 2006

ENO and Booker Prize the best recognised

ART SPONSORSHIP - CASE STUDIES

BP AND THE BRITISH MUSEUM EXHIBITION ‘MUMMY: THE INSIDE STORY’

The attraction

The programme

The results

INNOCENT DRINKS AND FRUITSTOCK

The festival

The benefits

EDUCATION SPONSORSHIP - AN OVERVIEW

Key points

An emotive subject

Short-term localised sponsorships most common

Government looks for wider business involvement

A two-way street

Potential pitfalls for schools

The healthy eating debate

EDUCATION SPONSORSHIP - THE MARKET

Key points

Figure 149: Estimated total value of UK schools sponsorship, 2001-06

Government policy underpins school sponsorships

Trust schools unlikely to generate significant private investment

Sponsors’ motives called into question

Potential for further growth

TYPES OF EDUCATION SPONSORSHIP

Key points

SPECIALIST SCHOOLS

An ongoing commitment

Eligibility criteria

ACADEMIES

Project gains momentum...

...but is not without its risks

Faith groups among the major investors

Figure 150: Selected academy sponsors, 2006

SCHOOL SPORT

TEACHING RESOURCES

Guidelines on the provision of SEM

COLLECTOR SCHEMES

Calling the ethics into question

Laying the groundwork pays dividends

Guidelines aim to tackle concerns

EDUCATION SPONSORSHIP - CONSUMER INTEREST

Key points

Consumers more interested in other ‘community’ issues

Figure 151: Interest in community activities/causes, August 2006

Corporate self-interest

Many initiatives now met with cynicism

The benefits to business

EDUCATIONAL SPONSORSHIP - REGULATIONS AND GUIDELINES

Key points

Towards beneficial partnerships

Ethics

Schools central to the junk food issue

Determining levels of influence

The ‘cash for honours’ controversy

SPONSORSHIP OF EDUCATION

Figure 152: Selected sponsors of educational programmes, 2005-06

Attitudes towards education sponsorship

Figure 153: Attitudes towards sponsorship in schools, August 2006

EDUCATION SPONSORSHIP - CASE STUDIES

KRAFT FOODS AND HEALTH 4 SCHOOLS

Principles and implementation

The results

EXPERIAN LTD AND SCHOOLS IN NOTTINGHAM

The event

Key projects

EDUCATION SPONSORSHIP - DETAILED DEMOGRAPHICS

Figure 154: Interest in most popular causes, by demographics, August 2006

Figure 155: Interest in less popular causes, by demographics, August 2006

THE CONSUMER - FOR OR AGAINST SPONSORSHIP?

Key points

CONSUMER TYPOLOGIES

Figure 156: Scored agreement levels with statements regarding sponsorship, August 2006

Figure 157: Sponsorship typologies, August 2006

Opposed to Sponsorship (20% of the sample)

Neutral (42% of the sample)

Pro Sponsorship (38% of the sample)

LEVELS OF SPONSORSHIP AWARENESS

Sports sponsorships

Figure 158: Repertoire of sponsors correctly matched with sports teams/events, August 2006

Figure 159: Sponsors correctly matched with sports teams/events, by repertoire of correct matches, August 2006

Awareness vs interests

Figure 160: Interest in sport, by repertoire of sponsors correctly matched with sports teams/events, August 2006

Figure 161: Interest in activities/causes, by repertoire of sponsors correctly matched with sports teams/events, August 2006

TV sponsorships

Figure 162: Repertoire of sponsors correctly matched with TV programmes, August 2006

Figure 163: Sponsors correctly matched with TV programmes, by repertoire of correct matches, August 2006

Soaps and dramas make good sponsorship vehicles

Figure 164: Media watched/listened to on a regular basis, by repertoire of sponsors correctly matched with TV programmes, August 2006

TV sponsorship of music events likely to achieve recognition

Figure 165: Interest in activities/causes, by repertoire of sponsors correctly matched with TV programmes, August 2006

The value of football sponsorships

Figure 166: Interest in sport, by repertoire of sponsors correctly matched with TV programmes, August 2006

Do attitudes affect recognition?

Figure 167: Repertoire of sponsors correctly matched with sports teams/events, by sponsorship typologies, August 2006

Figure 168: Repertoire of sponsors correctly matched with TV programmes, by sponsorship typologies, August 2006

THE CONSUMER - FOR OR AGAINST SPONSORSHIP? - DETAILED DEMOGRAPHICS

Figure 169: Sponsorship typologies, by demographic sub-group, August 2006

Figure 170: Interest in sport, by sponsorship typologies, August 2006

Figure 171: Interest in activities/causes, by sponsorship typologies, August 2006

Figure 172: Media watched/listened to on a regular basis, by sponsorship typologies, August 2006

Figure 173: Repertoire of sponsors correctly matched with sports teams/events, by demographic sub-group, August 2006

Figure 174: Repertoire of sponsors correctly matched with TV programmes, by demographic sub-group, August 2006

APPENDIX: RESEARCH METHODOLOGY