EFFECT OF SPONSORSHIP EVALUATION

Our client was a leader in the chewing-gum sector and had decided on a huge three-year sports sponsorship investment. An “Effect of Sponsorship Evaluation Study” was designed by XSIGHTS to measure the effect of this crucial investment on the brand.

The effect of the sponsorship on the brand was measured every six months. In the research, recognition of the sponsorship, change in the attitudes towards the brand, effect of the sponsorship on the brand, change in the brand perception, purchase motivation of the sponsorship were measured with respect to the level of interest in sport generally.