Research - 28.06.2010 - 00:00 

Sponsorship is received favourably

The Research Center for Customer Insight of the University of St.Gallen (FCI-HSG) has for the second time produced an extensive study of the effectiveness of sponsorship on behalf of IG Sponsoring.


26 May 2010. The study, which is entitled Relevanz von Sponsoring [The relevance of sponsorship] comes to two central conclusions: firstly, sponsorship is the second highest item in Swiss companies’ communication budgets; and secondly, if sponsorship activities are pursued professionally, their effect is very considerable.

Under the leadership of Prof. Dr. Torsten Tomczak and Dr. Silke Mühlmeier, the “360-degree” study of the Swiss sponsorship market provides current data to follow up the first empirical study of 2006/2007. Between September 2009 and March 2010, 105 sponsorship managers, 186 consumers and 61 sales managers were interviewed about the topic of sponsorship.

“Sponsorship is only useful if it is planned and implemented on a professional basis,” says Dr. Daniel E. Gundelfinger, President of IG Sponsoring. “The Swiss sponsorship market is highly dynamic. This regular relevance study provides us decision-makers with well-founded information about the effectiveness of sponsorship activities.” This is also significant if viewed at against the background of the increasing professionalization of sponsorship management.

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