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A flash study by the rheingold Institute on the impact of sponsorship at UEFA EURO 2024 shows a preference for everyday and domestic sponsorships - Strauss and LIDL score highly
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Major sporting events such as the current European Football Championship in Germany are audience highlights and therefore popular advertising platforms. Nevertheless, the financial commitment is not without controversy. For example, thestrong presence of Chinese investors has been thesubject of public debate since the beginning of the European Championships. Against this backdrop, the rheingold Institute conducted a flash study on behalf of one of the three German European Championship sponsors, the workwear manufacturer Strauss. The study investigated the impact of sponsorship in the context of the UEFA European Championship 2024.
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A key finding of both the qualitative and the representative flash survey of European Championship spectators in Germany (N=1426): Brands that are close to everyday life and domestic brands such as Strauss and LIDL scored particularly well with the European Championship audience and were perceived as appropriate for the tournament. 62% (top 2 value) of those watching the European Championships think it is particularly good that Engelbert Strauss is involved in the tournament in view of the numerous Chinese sponsors (28% abstention). International brands performed better if they were already known to the public. Unknown brands were often ignored in the perception. Perimeter advertising came off particularly badly when only Chinese characters were shown. Nevertheless, 52% of European Championship viewers believe that the financial support of international sponsors is necessary for the success of the European Championship (28% abstained).
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Best regards from Cologne,
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