SBJ/November 26-December 2, 2012/Reader Survey

Sponsorship, Reader Survey 2012

Most OVERPRICED major sports property

NFL 29%
NASCAR 16%
MLB 10%

Responses 613

Most UNDERPRICED major sports property

MLS 17%
NHL 15%
UFC 7%
No opinion 18%

Responses 613

MOST VALUABLE property assets in a typical sports sponsorship package

Exclusivity 44%
Intellectual property (team/league marks, etc.) 40%
Branded content 23%
Hospitality/tickets 19%
Athlete rights and appearances 17%
Advertising inventory 17%
Rights to property's business in the category 12%
Signage 9%

Note: Readers could make two selections.
Responses 622

LEAST VALUABLE property assets in a typical sports sponsorship package

Signage 30%
Hospitality/tickets 29%
Athlete rights and appearances 25%
Rights to property's business in the category 22%
Branded content 17%
Advertising inventory 16%
Exclusivity 13%
Intellectual property (team/league marks, etc.) 10%

Note: Readers could make two selections.
Responses 612


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Corporate sponsor you would most want aligned with your property

Nike 39%
Apple 26%
Coca-Cola 22%
Anheuser-Busch 19%
American Express 12%
Visa 12%

Note: Readers could make up to three selections.
Responses 618

Property a corporate sponsor would most want to identify with

NFL 53%
MLB 9%
PGA Tour 8%

Responses 624


Don Muret / Staff

Compared to before the recession, how important is hospitality/tickets in a sponsorship package?

More important 34%
Less important 25%
About the same 35%
No opinion 6%

Responses 619

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