Login to the account
Industry/Insurance · own primary research
Insurance
in sponsorship.
Measured.
Anyone evaluating sponsorship rarely starts with the sport — they start with their own industry. The ONE8Y Database measures how the insurance industry is perceived in sport: sponsorship impact, brand awareness, willingness to pay and brand fit — across all sports and over time.
From the latest survey
What the data shows.
39%pay morefor insurers that sponsor their club
46%among 2. Bundesliga fanswell above average
+7 pointsdifference between the leagueswidest spread of all product categories
Insurers trail in willingness to pay — but among 2. Bundesliga fans the gap almost closes.
Source & methodologyONE8Y Database, July 2026. n = 912 football enthusiasts (top 2 on a 4-point scale) with a favourite football club, of whom n = 562 Bundesliga fans and n = 302 2. Bundesliga fans. Question: “Would you be willing to pay more for a brand that sponsors your favourite football club than for a comparable competing product?”
Section 01
Sponsorship impact
204 analyses in which the insurance industry is measured — across all sports.
- Brand fit of selected industries with triathlon in a target group comparison
- Unaided awareness of naming-right sponsors of cycling teams over time
- Sponsorship impact funnel for club sponsorships in soccer by product category
- Purchases of brands due to their sponsorship of the favourite football club by product category
- Willingness to pay a premium in favour of the club sponsor by product category
- Preference for the favourite club's sponsor with an equivalent offer by product category
- Top 15 unaided awareness of companies as sponsors/ partners of the German Football Association (DFB) and the national soccer teams over time
- Impact of Sponsorship on Purchasing Decisions by Product Category in a age group comparison
- Brand fit of selected industries with successful NFL teams
- Aided perception of Borussia Dortmund's sponsors and partners in a target group comparison
- Aided perception of the sponsors and partners of FC Augsburg in a target group comparison (2025/26 season)
- Aided perception of the sponsors and partners of 1. FC Köln in a target group comparison (2025/26 season)
- Association of selected brand categories with international sports sponsorship among respondent from the USA
- Top 15 sponsors in professional cycling by unaided awareness
- Suitability of selected comparison portals for insurance as a sponsor of the German Golf Association (DGV)
- Suitability of selected insurance comparison portals for the sport of golf
- Aided sponsor awareness of Allianz as a partner of Team D Paralympics over time
- Aided awareness of selected sponsors/ partners of the easyCredit Basketball Bundesliga in the 2024/2025 season
- Aided perception of the sponsors and partners of Borussia Mönchengladbach
- Aided perception of the sponsors and partners of SC Freiburg
- Top 5 sponsors of RB Leipzig by awareness (unaided)
- Sports sponsorship volume in 2022 by sector
Section 02
Brands & awareness
7 analyses in which the insurance industry is measured — across all sports.
- Unaided brand associations with Arminia Bielefeld
- Unaided brand associations with Borussia Dortmund
- Top 15 companies by unaided awareness when listening to podcasts
- Awareness of selected insurance policies among golfers in a target group comparison
- Image evaluation of selected insurance companies among golfers in a target group comparison
- Aided awareness of selected health insurance companies among people interested in the environment/conservation
- Evaluation of the image of the brand ERGO Versicherung
Section 03
Target groups & profiles
3 analyses in which the insurance industry is measured — across all sports.
Section 04
Further analyses
5 analyses in which the insurance industry is measured — across all sports.
- Evaluation of the reliability of selected insurance comparison portals
- Possession of a statutory or private health insurance
- "First Choice" ranking when purchasing new insurance
- Willingness to pay higher contributions to sustainable health insurance companies
- Evaluation of selected health insurance companies in terms of sustainability
More ways in
Other industries and sports.
The ONE8Y Database is tagged by 26 industries, 108 sports, 76 markets and 31 topics.
Full overview in the Insights Explorer — or go straight to the filtered view.
Evaluate sponsorship — with data.
In 30 minutes we show you live which figures exist for your industry — and which don't.
ONE8Y GmbH · Global Sports Data & Advisory · Wiesbaden