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Role profiles of athletes in the communication and positioning of luxury brands by income
Source
Source
ONE8Y
Survey period
Survey period
10/07/2025 - 10/08/2025
Survey country
Survey country
Germany
Sample
Sample
n=1,120 people interested in sport (top 2 on 4-point scale), including n=390 with a personal net income of <2.5k, n=280 with a personal net income of 2.5k–3.5k, n=198 with a personal net income of 3.5k–4.5k, n=98 with a personal net income of 4.5k–5.5k, and n=92 with a personal net income of >5.5k
Question
Question
In which roles do athletes appear most convincing in connection with luxury brands? (multiple answers possible; aided answers)