Visual recognition of multiple corporate logos on athletic equipment
Michael Griffin
Sports Management
Review of Literature - Factors of Corporate Sponsorship
Partnerships Image Image
EnhancementEnhancement“Image by
association”
Brand AwarenessBrand AwarenessChange Brands
“personality”
Sponsorship “fit”Sponsorship “fit”Match goals of
Team and Sponsor
Screen ProcessScreen ProcessEvaluating specific
factors for a potential corporate sponsor
Current Athletic Jersey in European Soccer
One corporate sponsor
Sponsor can only be 200 square centimeters (FIFA Regulation)
Sponsorship Length Packages
Perceived money benefits: Premier League $300,000 to $1.25 million
Athletic Equipment European American Soccer V. UFC
Statement of the Problem
The purpose of the following study was to see if people are able to visually recognize multiple corporate sponsors on athletic equipment in real time.
Hypothesis
The participants in the focus group will not visually recognize all of the corporate logos.
Pilot Study and Focus Group used to support or refute.
Methodology Participants asked to watch slide show
16 total pictures of Ultimate Fighting, NASCAR and Golf athletic equipment
5 seconds to view picture on slide
5 seconds to circle answer(s) visually recognized
Answers collected and analyzed
Visual Recognition
UFC
SPRAWL Toe 2 Toe MMA
Stagr Cage Fighter Tap Out
Which corporate Sponsors do you recognize in this visual featuring athletic
equipment?
Visual RecognitionWhich corporate Sponsors do you recognize
in this visual featuring athletic equipment?
Golf
CVS Caremark TaylorMade Cobra
Reebok Ping Titleist
Visual RecognitionWhich corporate Sponsors do you recognize in this
visual featuring athletic equipment?
NASCAR
Cingular GoodYear Toyota
Nextel Quaker Stake Coors Light
Recognition totals for each picture style Accurate and False
Accurate recognitions: UFC- 489 Golf- 23 NASCAR- 270
False recognitions: UFC- 120 Golf- 17 NASCAR- 40
80.60%
45%
89.20%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
UFC Golf NASCAR
Percentages ofsponsors recognizedfor each picture ofathletic equipmentshown
55%
14%24%
81%
10%
2%
33%
0%
55%
24% 17% 21%
0%20%40%
60%80%
100%
Recognition of Sponsors from pictures featuring UFC fighters wearing athletic equipment
Accurate Recognition-
Resurrect- 23 Body By Jake- 4 Knoxx- 23
DonJoy- 6 Burton- 1 DeathClutch- 10
FMI GIS- 10 Warrior- 14 Jack Link’s- 7
Everlast- 34 DVN- 0 Fight Factory- 9
False Recognitions
Total:
55
Accurate recognitions: Cingular- 32 GoodYear- 7 Toyota- 6 Tide- 38 Super 8 Motels- 2 U.S. Army- 28 CAT- 39 EA Sports- 3 3M- 5
False Recognition
Total: 22
76%71%
14%
90%
55%
67%
93%
7% 12%
0%10%20%30%40%50%60%70%80%90%
100%
Cingular
GoodYear
Toyota
Tide
Super 8 Motels
U.S. Army
CAT
Ea Sports
3MRecognition percentages for sponsors on NASCAR
Cars
Visual Recognition by participants of sponsors on Golf Athletic
Equipment
5%
38%
19%
7%
12%
14%CVS Caremark
COBRA
TaylorMade
Reebok
Ping
Titleist
Accurate recognitions: CVS Caremark-2 COBRA- 16 TaylorMade- 8
False recognitions: Reebok-3 Ping- 5 Titleist- 6
Conclusion
Participants did not identify all of the available sponsors.
Some participants would mark down sponsors that were not shown.
More research needs to be conducted on the topic.
Future Research Focus on European Soccer fans.
Placement and position of corporate sponsor logos on an athletic jerseys.
Size of logo(s).
Which corporations are visually recognized the most?
What the future could hold for European Soccer
Questions will now be taken
ThankThank YouYou