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SBJ/January 7 - 13, 2002/Marketingsponsorship
Fan loyalty to computer company sponsors
Published January 7, 2002
From January through September, ESPN Sports Poll, a service of TNS Intersearch, asked more than 3,300 sports fans the following question: How loyal would you feel toward a computer company that sponsored a sport or sporting event that you follow? At right are the results. To read: 6.1 percent of NBA fans said they would be very loyal to a computer company that sponsored a sport or sporting event that they followed. IBM has been an official sponsor of the NBA since 1992.
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