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Sponsor DNA in 2016
T h e r e i s l i t t l e d o u b t t h a t 2 0 1 6 w a s a b u m p e r y e a r f o r m a j o r s p o r t i n g e v e n t s . L e o Burnett ’ s sponsorship research tool ; S p o n s o r D N A , was equally busy , measuring UK c o n s u m e r s ’ perceptions of 38 events and continuing to build a w e a l t h o f r e s e a r c h o n 1 4 3 b r a n d s a c r o s s 1 4 d i m e n s i o n s . Whilst y o u r e c o v e r f r o m t h e y u l e t i d e f e s t i v i t i e s , s i t b a c k a n d l e t u s g i v e y o u a t a s t e r o f o u r 2 0 1 6 r e s u l t s , d i s s e c t i n g w h i c h e v e n t s a n d b r a n d s a r e p e r c e i v e d a s t h e m o s t t r u s t e d , m o s t i n n o v a t i v e a n d o f t h e h i g h e s t quality ; three of the m o s t i m p o r t a n t m e t r i c s i n o u r r e s e a r c h .
Trust R e g a r d l e s s o f i n d u s t r y , s p o r t o r t a r g e t audience , ‘ trust ’ is a key attribute for a brand or sponsorship property to possess in consumers ’ m i n d s . T h e m o s t t r u s t e d e v e n t o f 2 0 1 6 w a s T h e L o n d o n M a r a t h o n , t h e m a s s p a r t i c i p a t i o n e v e n t b e a t o f f c o m p e t i t i o n f r o m T h e S u m m e r O l y m p i c s t o t a k e t h e c r o w n . T h e L o n d o n M a r a t h o n i s a n e v e n t f o r e v e r y o n e w i t h g r e a t h e r i t a g e a n d h a s positioned itself in the hearts and minds of the British public . I n t e r e s t i n g l y , t h e m o s t t r u s t e d b r a n d i n o u r d a t a b a s e ; a d i d a s , i s a sponsor of the L o n d o n M a r a t h o n a n d t h e r e f o r e t h i s p a r t n e r s h i p i s a v e r y l o g i c a l f i t f o r b o t h entities ; both o v e r - indexing o n t h e c o v e t e d t r u s t m e t r i c .
Quality W h e n t h i n k i n g a b o u t b r a n d s t h a t o o z e q u a l i t y , i t i s n o s u r p r i s e t o s e e t h e l i k e s o f W a i t r o s e , R o l e x a n d Mercedes in our top 10 . However , reigning s u p r e m e i n t h e ‘ L u x u r y ’ b r a n d s i s L o u i s V u i t t o n . I n t e r m s o f e v e n t s t h a t w o u l d h e l p f u r t h e r s t r e n g t h e n t h a t p e r c e p t i o n v i a a p a r t n e r s h i p , t h e y c o u l d l o o k t o t h e O l y m p i c G a m e s , U E F A C h a m p i o n s L e a g u e o r t h e R u g b y S i x Nations ; all o f w h i c h s c o r e h i g h l y o n t h i s d i m e n s i o n .
I n n o v a t i o n I n n o v a t i o n i s a t t h e c o r e o f F1 ; e n g i n e e r s a n d d r i v e r s c o n s t a n t l y s t r i v i n g f o r t h a t e x t r a t e n t h o f a s e c o n d t o e n s u r e a p o d i u m f i n i s h t h r o u g h o u t t h e s e a s o n . I n d e e d , F 1 d i d t a k e t h e i n n o v a t i o n c h e c k e r e d f l a g s i n c e UK c o n s u m e r s b e l i e v e d t h e s p o r t c o n s t a n t l y i n n o v a t e s t o s t a y r e l e v a n t a b o v e a l l o t h e r s . Vis- à - v i s t h e b r a n d s , t e c h n o l o g y g i a n t s S a m s u n g w e r e p e r c e i v e d t o d i s p l a y t h e g r e a t e s t i n n o v a t i o n .
2 0 1 7 i s predicted to be the year that virtual a n d a u g m e n t e d r e a l i t y t r u l y b e c o m e m a i n s t r e a m a n d S a m s u n g ’ s i m p r e s s i v e a n d expanding product r a n g e i n t h i s a r e a c a n explain t h e i r t a b l e - t o p p i n g r e s u l t . A S a m s u n g tie- up w i t h F 1 w o u l d b e a s m a r t m o v e , s t r e n g t h e n i n g S a m s u n g ’ s ’ positioning a r o u n d i n n o v a t i o n a n d t h o u g h t l e a d e r s h i p .
There y o u h a v e i t , a q u i c k snapshot o f t h e t o p p e r f o r m i n g b r a n d s a n d e v e n t s w i t h i n o u r S p o n s o r D N A s t u d y i n 2 0 1 6 a c r o s s a f e w o f t h e k e y a t t r i b u t e s .
Contact l i a m . h o p k i n s @ l e o b u r n e t t . c o . u k for m o r e i n f o r m a t i o n o n t h e s t u d y a n d t o h e a r a b o u t g e t t i n g t h e b e s t o u t o f t h e r e s e a r c h t o o l a n d i d e n t i f y i n g t h e r i g h t p a r t n e r s h i p s f o r y o u r b r a n d .