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Influence of basketball sponsorship on product purchase preference in a target group comparison
The survey compares basketball sponsorship's purchase influence across three groups — basketball fans, Gen Z, and Best Agers.
The survey compares basketball sponsorship's purchase influence across three groups — basketball fans, Gen Z, and Best Agers.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
01/05/2026 - 01/07/2026
Survey country
Survey country
Germany
Sample
Sample
n=1.439 people interested in basketball (top 2 on 4-point scale), with n=304 Gen Z and n=337 Best Ager
Question
Question
To what extent does sponsorship or involvement in basketball lead you to prefer products from these companies/brands over other manufacturers, assuming equal price and performance?