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