Sponsorship research (1 Viewer)

Charlotte027 · Feb 27, 2012

Hi everyone,

I know you will probably get quite a few questionnaires posted on here but if you have a spare 5 minutes, it would really be appreciated.

I am currently in the middle of my undergraduate dissertation to explore football fan's perception of sponsorship and how this in turn effects the image of the sponsor's brand.

If you are a Coventry City fan and over 18 could you please fill out the following questionnaire. It should take no longer than 5 minutes and would be a great help to my research.

https://www.surveymonkey.com/s/HPBMJBF

Thank you in advance.

Charlotte

_brian_ · Feb 27, 2012

'Survey Monkey' - LOL!!! You should be asking Gareth Bale and Peter Reid!!! Love it!

Charlotte027 · Feb 27, 2012

Thank you!

covlad1986 · Feb 27, 2012

That me done as well

Wrenstreetcarpark · Feb 27, 2012

Done, good luck. I hope you get enough responses.

Charlotte027 · Feb 27, 2012

Thank you

Jack Griffin · Feb 27, 2012

I did it but don't really follow all of your logic. My understanding of why City Link sponser City is.

a) Raise brand awareness
b) Because they have a major hub depot in the city, though of course they have many depots nationwide
c) A bit tenuous, but Coventry City are often caled City,so there is a bit of synergy in the similar name

I hardly ever use couriers myself, I am not in the business of dispatching goods & usually I'd just go to the post office, the same will apply to most city fans, they recieve orders, some of which might be delivered by City Link, they don't generally use City Link to send anything. So if they are advertising to anyone it is probably small to medium businesses, shipping big volumes regularly to contract is where they make their money I should imagine.

CovLis86 · Feb 27, 2012

Completed. Hope its of some use.

Charlotte027 · Feb 27, 2012

Thanks for completing.

Jack you are correct brand awareness is one of the major objectives of sponsorship but so is improved brand image (the nature of my study) so rather than me being interested in purchase intentions of fans i.e if your are likely to go and use the service my study focuses simply on if fans view a brand more favorably because they sponsor your team. I am doing the research across a number of different teams across the Championship so that the findings are able to be generalised. Thanks for your feedback

We'll_live_and_die · Feb 27, 2012

Personally Charlotte, I don't see why any company would sponser a club such as CCFC. What do they get from it? They get less exposure than they do daily with all their vehicles on the road and they have to pay for the privelege. The only people outside of the 14,000 or so at each match that see it are the tanked up guys watching the football league show on a saturday evening. I couldn't tell you who sponsers the majority of clubs in the premiership or championship.

I know AIG sponsor Man Utd, but I don't know who they are, care who they are or have any interest in what they do. I expect however they pay a handsome price for the privelege of making me aware of these three letters.

Sick Boy · Feb 27, 2012

La_Lucha said:
Personally Charlotte, I don't see why any company would sponser a club such as CCFC. What do they get from it? They get less exposure than they do daily with all their vehicles on the road and they have to pay for the privelege. The only people outside of the 14,000 or so at each match that see it are the tanked up guys watching the football league show on a saturday evening. I couldn't tell you who sponsers the majority of clubs in the premiership or championship.

I know AIG sponsor Man Utd, but I don't know who they are, care who they are or have any interest in what they do. I expect however they pay a handsome price for the privelege of making me aware of these three letters.

TV coverage around the world.

We'll_live_and_die · Feb 27, 2012

Sick Boy said:
TV coverage around the world.

But how will that help the likes of City Link, or any other UK company that advertises on the shirt of a championship team.

Lets do a little test, without cheating who sponsors Wigan Athletic?

WillieStanley · Feb 27, 2012

a betting site, isn't it?

We'll_live_and_die · Feb 27, 2012

WillieStanley said:
a betting site, isn't it?

And there in lies my point. A premier League team with far more exposure than CCFC and you don't know who sponsors them. As much coverage as a team may get around the world, unless you actually follow that team you are unlikely to know who sponsors them.

We'll_live_and_die · Feb 27, 2012

I watched the whole of the Cardiff/Liverpool match yesterday and I don't know who sponsors either of them. I watched CCFC vs Barnsley and I don't know who sponsors Barnsley.

TheRoyalScam · Feb 27, 2012

Done it!

Remember when Subaru sponsored us? I lived next door to one of the players and was extremely jealous of his Impreza STi.

WillieStanley · Feb 27, 2012

Did you just quote yourself?

I totally agree... However, if it provides an income, whose to moan!

We'll_live_and_die · Feb 27, 2012

WillieStanley said:
Did you just quote yourself?

I totally agree... However, if it provides an income, whose to moan!

Errm nah?? Not sure how I managed that.

I doubt it provides any further income to the sponsors though so what's the point. I guess this is the subject of the Dissitation. Charlotte any chance you can let us know the outcome?

WillieStanley · Feb 27, 2012

Oh, I meant to the club! The sponsors are, indeed losing out. Especially in this age of branding. Maybe back in the 80s but the clubs definitely benefit more now.

Has the NPower Football League encouraged you to switch? Or Barclays Premier League.

I know I haven't stopped drinking Coca-Cola or Carling!

Charlotte027 · Feb 27, 2012

La_Lucha said:
Errm nah?? Not sure how I managed that.

I doubt it provides any further income to the sponsors though so what's the point. I guess this is the subject of the Dissitation. Charlotte any chance you can let us know the outcome?

Of course, once I have got all the results in I will let you know the outcome. But yes that is exactly the problem with sponsorship, very few companies do any research before investing a huge amount of money. Research could also help clubs generate further investment if they were actually able to prove the potential benefits.
Sponsorship's appeal is mainly down to the huge audiences it can reach via tv as well as the perceived level of goodwill that is generated by the fans towards that brand... these form the main objectives of sponsorship including awareness and improved brand image. But like you said it is questionable whether it is successful and furthermore whether these elements lead to increased purchase intentions.

Thanks again to everyone that has completed the questionnaire

We'll_live_and_die · Feb 27, 2012

WillieStanley said:
Has the NPower Football League encouraged you to switch?

Actually I was watching footy on tv when I decided to do a gas and electric comparison. I switched from Npower to one of the others, so perhaps by advertising they could be losing themselves customers.

superskyblue · Feb 27, 2012

Done, have you had to create a survey for every championship club, an unenviable task if so!

SuperCov · Feb 27, 2012

Done. Hope it's of use.

TheParsonsHose · Feb 27, 2012

Done it also.

Houchens Head · Feb 27, 2012

Bit frustrated with questions 3 and 4.
Q3 asks how often do you attend matches? Q4 asks whether they were home or away (or words to the effect). I don't attend due to to the fact of distance and costs. Q3 gave the option of a tick box with "Not attended this season" (or words to the effect) However, Q4 only gives the option of tick boxes "home" or "away". I HAD to answer one of them, even though this was untrue, because it wouldn't allow me to progress with the survey if I left it blank! This needs addressing.

Cov City Daytrader 87 · Feb 27, 2012

La_Lucha said:
I know AIG sponsor Man Utd, but I don't know who they are, care who they are or have any interest in what they do. I expect however they pay a handsome price for the privelege of making me aware of these three letters.

PHP:

AIG is.

http://www.aigcorporate.com/aboutaig/index.html

They also have offices in the U.K

http://www.aigcorporate.com/addresources/globalcareers.html

mememe · Feb 27, 2012

any chance of some cam fun??

egastap · Feb 27, 2012

Houchens Head said:
Bit frustrated with questions 3 and 4.
Q3 asks how often do you attend matches? Q4 asks whether they were home or away (or words to the effect). I don't attend due to to the fact of distance and costs. Q3 gave the option of a tick box with "Not attended this season" (or words to the effect) However, Q4 only gives the option of tick boxes "home" or "away". I HAD to answer one of them, even though this was untrue, because it wouldn't allow me to progress with the survey if I left it blank! This needs addressing.

Agree with Houch's statement above. I completed the survey (in my best Canadian accent....although not sure it came through). Best of luck with your studies Charlotte.

We'll_live_and_die · Feb 27, 2012

Cov City Daytrader 87 said:
PHP:

AIG is.

http://www.aigcorporate.com/aboutaig/index.html

They also have offices in the U.K

http://www.aigcorporate.com/addresources/globalcareers.html

Just looked and its actually AON not AIG

lots of love la_lucha

TheParsonsHose · Feb 27, 2012

Houchens Head said:
Bit frustrated with questions 3 and 4.
Q3 asks how often do you attend matches? Q4 asks whether they were home or away (or words to the effect). I don't attend due to to the fact of distance and costs. Q3 gave the option of a tick box with "Not attended this season" (or words to the effect) However, Q4 only gives the option of tick boxes "home" or "away". I HAD to answer one of them, even though this was untrue, because it wouldn't allow me to progress with the survey if I left it blank! This needs addressing.

LOL is your name Ian?

Houchens Head · Feb 27, 2012

TheParsonsHose said:
LOL is your name Ian?

Not sure I follow your meaning PH? All I was stating was, if someone is going to post a request for a survey completion then the survey should work properly. Sorry it took some explaining but it wasn't aimed at you. It was meant for the OP.

wingy · Feb 27, 2012

Ian the prrenial moaner on CWR

Charlotte027 · Feb 27, 2012

Thank you to everyone that has completed it, much appreciated.

Houchens Head said:
Not sure I follow your meaning PH? All I was stating was, if someone is going to post a request for a survey completion then the survey should work properly. Sorry it took some explaining but it wasn't aimed at you. It was meant for the OP.

As for the issue mentioned above, I will alter it now thank you. I did pilot the study before releasing it and over 100 people have responded and you are the first to bring this to my attention but I did try and eradicate problems before hand. Thank you for bringing it to my attention.

Grendel · Feb 27, 2012

I've done the survey.

Did a similar one when I was at Uni. Long time ago so was all done through post and telephone's. The best response I remember was from Rochdale. We asked a question along the lines of "what benefits to the sponsor get from dealing with you". Rochdale were sponsored by a Garden Centre and the response was "absolutely nothing, they do it purely out of sympathy"

Cov City Daytrader 87 · Feb 28, 2012

La_Lucha said:
Just looked and its actually AON not AIG

Then you need this link.

http://www.aon.com/unitedkingdom/about-aon/company-overview.jsp

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