Influence of cycling sponsorship on the willingness to buy a product in a country comparison

The chart documents the influence of professional road cycling sponsorship on purchase intent among cycling-interested audiences in Germany and the USA (survey conducted May 2025). Respondents were asked whether they would be more likely to buy products or services from a company actively sponsoring professional road cycling. The comparison spans two markets.

In the USA, 77% of respondents answer affirmatively — 38% "yes, definitely" and 39% "yes, probably." In Germany, the combined affirmative share reaches 63%, with 27% "yes, definitely" and 36% "yes, probably." The neutral share differs markedly between the two markets: 19% in the USA versus 31% in Germany. Rejecting responses remain low in both countries — 4% in the USA and 4% in Germany combined across the two negative categories. The "yes, definitely" share in the USA at 38% exceeds the German equivalent by 11 percentage points.