Turnkey Poll: College Athletics Sponsor Affinity

Mid-major collegiate athletic programs have a high perceived value and sponsor affinity among its fans, according to New Jersey-based market research firm Turnkey Intelligence. Both avid and casual college athletics fans have higher perceptions of and affinity to sponsors, including product consideration, than their respective counterparts among pro sports fans. Mid-major programs and programs playing in smaller conferences scored higher on all sponsor perceptions and sponsor affinity metrics than schools playing in the nation’s top conferences (Turnkey Intelligence).

VALUE FOR THE MONEY: Respondents were asked whether or not they had attended any college or pro sports games and what their perceptions of the value the games provide for the money paid to attend them. According to the results, the games of mid-major programs have a higher perceived value than those of schools playing in top conferences and in small conferences, among both avid and casual fans of the respective programs.

SPONSOR AFFINITY: Respondents were asked to what extent they agree or disagree with two statements: 1) Do you find it important to be aware of which companies sponsor the athletic department/team? 2) In general, do you feel you are aware of which companies sponsor the athletic department/team? “Sponsor consideration” among avid college fans proved 20% higher than among avid pro fans.

METHODOLOGY: There were 21 participating schools, with each school sending an online survey to 1,000 fans from their database (ticket plan holders, alumni, single game buyers, e-news subscribers). Results were from more than 3,000 completed surveys from college sports fans in May '09. There were seven schools from "top" conferences, nine "mid-majors" and five schools from "small" conferences. Additionally, there were 400 completed surveys from pro sports fans (required to have a favorite team).