Market reports & researches
LOG IN | Services | Contact | Custom Research



Main Business, Finance & Insurance Business Services Sponsorship - UK
Publications

(Currently 512486 Items)


Partners


Business Services / REPORT INFORMATION

Sponsorship - UK

DateOct, 2006
Pages363
Price / format$2690 / Online Download
$2690 / Hard Copy Mail Delivery
$4190 / Global Site License

$2 690 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 The sponsorship sector has, by necessity, evolved significantly in recent years, and sponsorship deals are now more sophisticated and integrated than ever before. The efforts invested in the development of more sophisticated techniques have begun to pay dividends for sponsors and rights holders, with the sponsorship market bucking the trend of a slowdown in advertising in general to surpass its Millennium peak in value terms.

The most significant event on the horizon for the sponsorship market is undoubtedly the London Olympics in 2012, which is expected to generate £700 million in sponsorship revenues, although 2006 has seen a slight slowdown in activity as many companies keep their powder dry ahead of the announcement of the first Games sponsors.

This report examines the key factors influencing the performance of the four main sectors of the sponsorship market - namely sport, broadcast, arts and education - and assesses consumer awareness of and attitudes towards sponsorship, drawing on data from BMRB’s annual TGI survey and exclusive online research commissioned from GMI.


Table of contents:
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




Order this report

  Company name:
  Contact person:
  Phone/fax:
  Email:
  Comments:
   


Product Trade Lead
0 leads found


Add New Buy/Sell Lead

© 2007-2010 MarketReportFinder.com