Purchase and loyalty KPIs in a generational comparison

ONE8Y

05/15/2026 - 05/17/2026

Germany

n=1,512 people interested in soccer (top 2 on 4-point scale), with n=326 14–29 yrs., n=672 30–49 yrs. and n=514 50+ yrs.

To what extent do you agree with the following statements: ‘I follow the sponsor brands of my favorite soccer team on social media because they support my team.’/ ‘I am willing to pay a little more for a product if the brand supports my favorite sport.’/ 'I actively recommend brands whose advertising has convinced me to my friends and family.'/ Could you imagine preferring a sponsor’s product or service in the future—if the sponsorship and the offering are a good fit?