True North Research has revealed a preview of its upcoming study comparing the impact of sports sponsorships and how brands should evaluate them.

The BenchMark study is to be presented at the Money In Sport Conference later this week, claiming that emotional connection holds the key to sponsorship success. The study asserts that brands are too focused on the size of a team’s fan base when deciding on sponsorships, and that deeper emotional connection can result in a more valuable deal.

According to the study, of the 62 national and league teams evaluated, those that delivered the most positive reactions for sponsors – taking into account sentiment, consideration and usage – are:

1. Woolworths’ sponsorship of Giants Netball
2. Alcohol. Think Again’s sponsorship of West Coast Fever
3. AIS’ sponsorship of the Opals
4. Suncorp’s sponsorship of the Queensland Firebirds, and
5. Qantas’ sponsorship of the Matildas.

However the study found that the most recognised sponsors of sporting teams are:

1. XXXX’s sponsorship of Queensland Maroons
2. Qantas’ sponsorship of the Wallabies
3. KFC’s sponsorship of Australia Men’s Cricket Test Team
4. St George’s sponsorship of St George Dragons, and
5. KFC’s sponsorship of Australia Men’s Cricket T20 Team.

“We help sponsors find the sweet spot: high sponsor awareness coupled with a strong emotional connection to the team,” Maynard continues.

“Qantas is very good at finding this sweet spot and activating its sponsorships – its sponsorships of the Wallabies is one such example that tops the BenchMark Sponsor Impact Ladder.”

When analysing team sponsorships with the highest impact ratings (awareness and positive reactions), the BenchMark study found Qantas as a stand out among sponsors.

National team sponsorships with the highest impact score are:

1. Qantas’ sponsorship of the Wallabies
2. KFC’s sponsorship of the Australia Men’s Test Team
3. Qantas’ sponsorship of the Australia Men’s Rugby Sevens Team
4. Qantas’ sponsorship of the Australia Women’s Rugby Sevens Team, and
5. Qantas’ sponsorship of the Wallaroos.

“Awareness of sponsors is driven by longevity but also fit,” explains director at True North Research, Georgie Maynard. “However, high awareness doesn’t automatically deliver good sponsorship outcomes.

“By contrast, sponsors of women’s sports are reaping rewards from the rub off from the fans’ strong emotional connection to the team.”

Further Reading:

• New generation, same problem – sports marketing to the mobile obsessed »
• Gemba unveils Turnstile to change the game in sports sponsorship »

Image credit:chuttersnap