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Impact of ending a long-term main soccer sponsorship on brand perception
The data quantifies how ending a long-term Bundesliga main sponsorship shifts purchase intent, trust and sympathy — Gen Z vs. Best Agers 55+.
PREMIUM
Source
Source
ONE8Y
Origin
Origin
Survey period
Survey period
04/28/2026 - 04/29/2026
Survey country
Survey country
Germany
Sample
Sample
n=1,212 people interested in soccer (top 2 on 4-point scale), with n=1,132 people interested in the Bundesliga (top 2 on 4-point scale), n=326 people interested in soccer & Gen Z (up to 30 yrs.) and n=242 people interested in soccer & Best Ager (55+ yrs.)
Question
Question
Imagine a company whose products or services you know completely ends a long-standing main sponsoring in soccer. How would the following aspects change from your perspective?