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SBD/22/Sponsorships Advertising Marketing
CORPORATE SPONSORS RIDE THE HIGH TIDE WITH CUP SPONSORSHIP
Published May 22, 1995
In a survey of 300 viewers of the America's Cup, 58% of those questioned could identify Cadillac as one of the event's sponsors, according to Performance Research. Sears finished second, generating 35% in unaided recall. Among America3 sponsors: Chevrolet and Yoplait both were recalled by 30% of viewers, while L'Oreal was mentioned by 26%. Although Young America's boat was used by Dennis Conner in the finals, the team's main sponsor, Ford/Lincoln Mercury, was cited by only 11%. Other numbers: 62% said corporate sponsorship is "Essential to fielding a winning team," with 62% saying that sponsorship is "essential to the overall success of the event"; 42% reported that logo's on the boats makes them fell "more positive" toward sponsors; and 34% indicated the would "almost always" or "frequently" select America's Cup sponsor's products over those of non-sponsors. According to Performance Research, this brand loyalty places the America's Cup in the league of the Olympics and far ahead of World Cup soccer (Performance Research). Reporting on America's Cup 2000, BUSINESS WEEK's John Carey writes that "already, corporate backers such as SAIC and Ford have eagerly signed on" (BUSINESS WEEK, 5/29 issue).