When it comes to branding on teams shirts, concerns for many sponsors are the dangers related with such close association. Poor performance, controversy and alienation are the most obvious concerns. That said there is much to suggest that very few consumers really register association to such a level. Indeed, the first wave of findings from Soccerscope, the first continuos football tracking survey produced by TNSSPORT, reveals that shirt sponsors are as likely to be considered sponsors of football in general, rather than just as team sponsors.

Current FA Premier League shirt sponsors Strongbow and Emirates are typical examples of this effect. In the case of Strongbow, 17% of the sample were aware that they sponsor football. 54% of those aware, then correctly associated Strongbow with Leeds. Chelsea’s sponsor Emirates showed a similar pattern.17% of the sample were aware of the Chelsea shirt sponsor, Emirates. Those correctly associating Emirates with Chelsea was higher in this example at 73%.

Soccer has more than its fair share of sponsorship categories. From competitions and broadcast sponsorships, to platinum packages, player endorsements or simply perimeter board advertising. ‘With so many brands in football, visibility through the media is key’, says Simon Skeldon of TNSSPORT. ‘Our first results from Soccerscope indicate some real battles for power in key categories such as beer and financial services. Surprisingly, relative new comers to the FA Premier League are already making waves in terms of effectiveness’

Overall the results must be good news for all concerned, especially for those who have recently signed shirt deals with Premier League teams. With the first results now benchmarked, Soccerscope will now go on to provide valuable insight through out the 2002/03 football season.

For further details contact:

Simon Skeldon or Richard Ames on 01483 303770, or simon.skeldon@tnssport.com, richard.ames@tnssport.com