SBD/14/Sponsorships Advertising Marketing

SPORTS SPONSOMETER: FANS PICK THE POWER SPONSORSHIPS

     The following charts from SRI, Sponsorship Research
International USA, are based on responses of 3,030 from the 1st
quarter of '96 and 2,858 from the 4th quarter of '95.  The first
chart measures the ability to name any sponsor by event, league
and team. The second chart shows SRI's "Power US Sponsorships."
The sample for both is total respondents ages 18 and over from
January through March '96.
     RANK                                    1ST  4TH
     QTR1 QTR4 EVENT                         QTR% QTR%      %+/-
     1    1    NFL Super Bowl52    47         5
     2    2    NFL5044 6
     34NBA4237 5
     4N/ASummer Olympics40N/AN/A
     55NASCAR Series3435-1
     56MLB3432 2
     7N/AWinter Olympics33N/AN/A
     97World Series3130 1
     109NASCAR Teams2828 0
     1110IndyCar Teams2627-1
     1213College Football Bowls    2425-1
     1215College Football2422  2
     1213IndyCar World Series2425  -1
     1519Masters Golf2019 1
     1718Pro Beach Volleyball1820-2
     1721NCAA Final Four1817 1
     1921Pebble Beach Classic17    17         0
     20   21   NHL1517-2
     21   24   World Cup Soccer1315     -2
     RANK"POWER US SPONSORSHIPS" 1ST  4TH
     QTR1 QTR4 COMPANY/EVENT QTR%QTR%      %+/-
11Anheuser-Busch/Super Bowl3327 6
     22Anheuser-Busch/NFL2822  6
33Nike/NBA     2421 3
48Anheuser-Busch/World Series1512 3
46Anheuser-Busch/MLB1513  2
4   19 Pepsi-Cola/Super Bowl15 7 8
7   N/ACoca-Cola/Summer Olympics13N/A   N/A
78Nike/NFL Football1312 1
10  N/A McDonald's/Summer Olympics11N/A N/A
11  19Coca-Cola/Super Bowl10 7 3
     11  13Pennzoil/Indy Car Races/Teams 10    8        2
     13  11Reebok/NBA                    9    9         0
     15  19Nike/MLB                      8    7         1
     15  25Anheuser-Busch/NASCAR Series  8    6 2
     15  N/ACoca-Cola/Winter Olympics    8   N/AN/A
     15  37Nike/NCAA Final Four          8    5 3
     15  19Pennzoil/NASCAR Teams/Races   8    7 1
     20  37McDonald's/NFL Super Bowl     7    5  2
     20  26Nike/NFL Super Bowl 7 6 1
     NOTES: Pepsi-Cola's increase of 8% as a sponsor of the Super
Bowl is due to its heavy ad campaign during the game.  Pepsi
scored higher than Coke (15%-10%) as a sponsor of the Super Bowl
even though Coke is an NFL sponsor.     Three sponsorships that
stand out: A-B with the Super Bowl, A-B with the NFL in general,
and Nike with the NBA (THE DAILY).
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