Impact of different sponsorship decisions on company perception

Source

ONE8Y

Survey period

04/28/2026 - 04/29/2026

Survey country

Germany

Sample

n=1,216 people interested in soccer (top 2 on 4-point scale), with n=1,136 people interested in the Bundesliga (top 2 on 4-point scale), n=328 people interested in soccer & Gen Z (up to 30 yrs.) and n=242 people interested in soccer & Best Ager (55+ yrs.)

Question

Imagine the following situation: A company was main sponsor of a Bundesliga club for over ten years. How would your opinion of the company change if it behaved in one of the following ways? Please rate each case individually.

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FC Bayern fans vs. people interested in the Icon League: sponsorship awareness at soccer events view

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Impact of different sponsorship decisions on company perception

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Source

Survey period

Survey period

Survey country

Survey country

Sample

Sample

Question

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