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Ninth Annual IEG / Performance Research Sponsorship Decision-Makers Survey. Table of Contents. I.METHODOLOGYp. 3. II.EXECUTIVE SUMMARYp. 5. III.ASSERTIONSp. 10. IV.RESPONDENT PROFILEp. 12. V.SPONSORSHIP SPENDING AND INVOLVEMENTp. 16. VI.RESEARCH CONSIDERATIONSp. 40.

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Ninth Annual IEG / Performance Research Sponsorship Decision-Makers Survey

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Ninth Annual

IEG / Performance Research

Sponsorship Decision-Makers Survey


Table of Contents

I.METHODOLOGYp. 3

II.EXECUTIVE SUMMARYp. 5

III.ASSERTIONSp. 10

IV.RESPONDENT PROFILEp. 12

V.SPONSORSHIP SPENDING AND INVOLVEMENTp. 16

VI.RESEARCH CONSIDERATIONSp. 40

VII.PROPERTY PERCEPTIONSp. 50


I. Methodology

Ninth Annual

IEG / Performance Research

Sponsorship Decision-Makers Survey


Methodology

A total of 110 participants were contacted, via email, by Performance Research and asked to complete an online questionnaire about the sponsorship decision-making process.

Respondents were screened by IEG, Inc. to be sponsorship decision-makers from small, medium and large corporations worldwide.

Data collection was conducted in January and February 2009.

Research objectives included, but were not limited to, determining the benefits and services that are most important to companies when making sponsorship decisions and estimating how companies are budgeting for measurement and activation.The margin of error for this study is approximately + 5%.

This study was conducted in conjunction with IEG, LLC. www.sponsorship.com


II. Executive Summary

Ninth Annual

IEG / Performance Research

Sponsorship Decision-Makers Survey


Source: IEG Sponsorship ReportMarch 09, 2009 Volume 28, Number 5www.iegsr.com

Cold Hard Facts: IEG/Performance Research Study Documents Economy’s Effect On SponsorsIn case you need proof that the downward spiraling economy is having an impact on sponsors, here it is, courtesy of the ninth annual IEG/Performance Research Sponsorship Decision-makers Survey.Fifty-one percent of the survey’s respondents said their companies’ spending on sponsorship fees will decrease this year from 2008 levels. Only 14 percent of sponsors plan to spend more, while 36 percent said their budgets would stay the same as last year (see chart on pg. 19).The survey for the first time asked sponsors specifically about the direction of their activation spending, and the numbers were only marginally better than the answers to fee spending. Forty percent of sponsors say they will decrease activation spending this year compared to last, while 17 percent will increase it and 43 percent will hold their leveraging budgets steady from ’08 (see chart on pg. 25).


Source: IEG Sponsorship ReportMarch 09, 2009 Volume 28, Number 5www.iegsr.com

Cold Hard Facts: IEG/Performance Research Study Documents Economy’s Effect On Sponsors (continued…)

On an even more ominous note, slightly less than half of sponsors–47 percent–said they were seeking to get out of some of their current sponsorships even though those deals were not currently up for renewal (see chart on pg. 22).

One bright spot among the survey responses was the revelation that 60 percent of sponsors say they would consider signing first-time sponsorships in ’09 (see chart on pg. 23). That figure contradicts industry buzz that many sponsors had declared moratoriums on new deals this year.However, the finding may not be as positive as it seems, if it means those companies are simply looking to abandon higher fee sponsorships and replace them with less expensive opportunities.


Source: IEG Sponsorship ReportMarch 09, 2009 Volume 28, Number 5www.iegsr.com

8

Cold Hard Facts: IEG/Performance Research Study Documents Economy’s Effect On Sponsors (continued…)Two barometers of the industry’s health declined in this year’s survey. The average percentage of overall marketing budgets claimed by sponsorship fell from a record high 19.5 percent to 17.6 percent, while the average amount spent on activation relative to rights fees slipped for the second straight year to $1.40 for every $1 spent on rights fees from $1.50-to-$1 in the ’08 survey.


Source: IEG Sponsorship ReportMarch 09, 2009 Volume 28, Number 5www.iegsr.com

Research Spending Up, But Many Still Don’t Know ROIPerhaps because of the constraints of the economy, sponsors are devoting more resources to evaluate sponsorship opportunities and to measure the success of their deals.

In the first case, the percentage of sponsors spending nothing on pre-selection research shrank from 47 percent to 41 percent (see chart on pg. 48), while sponsors spending nothing on evaluating return decreased from 33 percent to 29 percent (see chart on pg. 49).

However, the percentage of sponsors who said they did not know how their return on investment was trending grew from 24 percent to 31 percent (see chart on pg. 54).The survey was conducted online in February and received 110 responses.


III. Assertions

Ninth Annual

IEG / Performance Research

Sponsorship Decision-Makers Survey


Source: IEG Sponsorship ReportAssertions: Jim AndrewsMarch 09, 2009 Volume 28, Number 5www.iegsr.com

AssertionsAs usual, the IEG/Performance Research Sponsorship Decision-Maker Survey offers a number of important insights into what sponsors are looking for. Of note, a shift in the top benefits the are seeking from their deals. Two benefits made the top 10 listfor the first time: access to property content for digital and other purposes, along with obtaining a platform for experiential branding. On the other hand, receiving sponsor identification on property collateral materials – a perennial benefit on the list and one that was at number four last year – dropped off altogether.

Although it didn’t make the top 10, sponsors also were much more interested in obtaining access to survey audiences on-site – 33 percentrated the benefit a nine or a 10 on a 10-point scale, compared to 19 percent who rated it that highly last year.


Decision Making Responsibilities

"Within your organization, which of the following describes your responsibilities regarding sponsorship?


Sponsorship ProgramsBy Region

“In what regions do your sponsorship programs operate?”


Personal LocationBy Region

“In which region are you personally based?”


V. Sponsorship Spending & Involvement

Ninth Annual

IEG / Performance Research

Sponsorship Decision-Makers Survey


Choosing Property to Sponsor

“How do you typically go about choosing a property to sponsor?”

17


When Sponsorship Budget is

Decided

“During which time period does your company determine its sponsorship budget?”

18


Likely Sponsorship Spending Compared to Prior Year

“How will your overall sponsorship spending in [2009] compare to [2008]?”


Sponsorship Spending in Prior Year

“About how much did your company spend on sponsorship in 2008?”

20


Percentage of MarketingBudget Spent On Sponsorship

[*Based on those who responded]

“Approximately what % of your organization’s overall marketing budget do sponsorship rights fees represent?”


Considering Dropping Any Current Sponsorships Not Up for Renewal

“Is your company seeking to drop out of any current sponsorships (those not up for renewal)?"

22


Considering New Sponsorships in 2009

“Is your company considering new sponsorships in 2009?"

23


Average Ratio of Activation Spending to Rights Fees

2003 – 1.7:1

2004 – 1.3:1

2005 – 1.5:1

2006 – 1.7:1

2007 – 1.9:1

2008 – 1.5:1

2009 – 1.4:1

Leveraging/Spending Ratio

[*Based on those who responded]

“As best as you can estimate, what is your company’s typical promotional spending ratio?”


Likely Direction of Leveraging & Activation Spending in 2009

“How will your spending, specifically on sponsorship leveraging and activation in 2009,

compare to 2008? Will it…?"

25


Agency Used for Support

“What types of agencies, if any, do you use to help leverage/support your sponsorship program?"


Marketing CommunicationChannels Used [Top 5 Results]

“During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?"


Marketing CommunicationChannels Used [Results 6-9]

“During the past 12 months, which of the following marketing communication channels have you used to leverage your sponsorship programs?"


More Likely to be Involved in Sponsorship Category than Prior Yr.

“Compared to [2008], how much do you expect your company to be involved in the following types of sponsorship in [2009]?"


Less Likely to be Involved in Sponsorship Category than Prior Yr.

“Compared to [2008], how much do you expect your company to be involved in the following types of sponsorship in [2009]?"


Sponsorship Objectives[Top 5 “9” & “10” Ratings]

"Using a scale of 1 to 10, where 1 is not at all and 10 is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"


Sponsorship Objectives[Other top “9” & “10” Ratings]

"Using a scale of 1 to 10, where 1 is not at all and 10 is extremely, please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"


Sponsorship Objectives -Business To Business [“9” & “10” Ratings]

"Using a scale of 1 to 10, where 1 is ‘Not at all’ and 10 is ‘Extremely,’ please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"


Sponsorship Objectives -Sales & Promotional [“9” & “10” Ratings]

"Using a scale of 1 to 10, where 1 is ‘Not at all’ and 10 is ‘Extremely,’ please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"


Sponsorship Objectives -General [“9” & “10” Ratings]

"Using a scale of 1 to 10, where 1 is ‘Not at all’ and 10 is ‘Extremely,’ please rate the following objectives as to their importance to you or your marketing team's decisions when you evaluate which sports or properties to sponsor?"


Value of Benefits

[Top 5 “9” & “10” Ratings]

"Using the same scale of 1 to 10, where 1 is ‘Not at all’ and 10 is ‘Extremely,’ please rate the following benefits as to how valuable they are to your organization?"


Value of Benefits

[“9” & “10” Ratings 6-10]

NA

"Using the same scale of 1 to 10, where 1 is ‘Not at all’ and 10 is ‘Extremely,’ please rate the following benefits as to how valuable they are to your organization?"


Value of Benefits

[“9” & “10” Ratings 11-15]

"Using the same scale of 1 to 10, where 1 is ‘Not at all’ and 10 is ‘Extremely,’ please rate the following benefits as to how valuable they are to your organization?"


Value of Benefits

[“9” & “10” Ratings 16-21]

"Using the same scale of 1 to 10, where 1 is ‘Not at all’ and 10 is ‘Extremely,’ please rate the following benefits as to how valuable they are to your organization?"


VI. Research Considerations

Ninth Annual

IEG / Performance Research

Sponsorship Decision-Makers Survey

40


Importance of Various Types of Analysis[“9” & “10” Ratings]

“Using a scale of 1 to 10, where 1 is ‘not at all’ and 10 is ‘extremely’, please rate the importance of the following types of analysis in evaluating whether to change or renew a sponsorship?"

41


Primary Source ofSponsorship Industry News

[*Based on those who responded]

“What is your primary source of sponsorship industry news?"


Sources of SponsorshipIndustry News [Top 5 Sources]

[*Based on those who responded]

“From the following list, which sources would you say you rely on to provide you with sponsorship industry news?"


Sources of SponsorshipIndustry News [Sources 6-9]

[*Based on those who responded]

“From the following list, which sources would you say you rely on to provide you with sponsorship industry news?"


Information Sought Pre-Sponsorship [Top 4 Results]

"Which of the following do you typically analyze when making your decision?"


Information Sought Pre-Sponsorship [Results 5-8]

"Which of the following do you typically analyze when making your decision?"


Have A Budget forSponsorship Research

“Do you have an on-going budget for sponsorship research?"


% of Rights Fee Spent on Pre-Event Research to Evaluate Fit

[*Based on those who responded]

“Approximately what % of a sponsorship’s total budget is typically spent on pre-selection research to evaluate fit?”


% of Rights Fee Spent on Concurrent / Post-event Research

“Approximately what % of a sponsorship’s total budget is typically spent on concurrent / post-event research to measure success?”


VII. Property Perceptions

Ninth Annual

IEG / Performance Research

Sponsorship Decision-Makers Survey


Value Placed On Property Provided Services [“9” & “10” Ratings]

“Please rate the following ‘property-provided services’ as to how valuable they are to

your organization?"


Average Ratio of Activation Spending to Rights Fees

2003 Mean=5.2

2004 Mean=4.4

2005 Mean=5.9

2006 Mean=5.2

2007 Mean=5.4

2008 Mean=5.9

2009 Mean=6.0

Extent To Which You Depend OnProperties To Measure ROI

“To what degree do you depend on properties to help you measure your ROI during / after your sponsorship involvement?”


Properties Meeting Expectations

“Are properties meeting your expectations in delivering ROI measurement or research information?"


Perceived ROI From Sponsorship Over Past Few Years

“In general, over the past few years has your ROI from sponsorship…?"


Company Profile

Performance Research (Newport, Rhode Island) was organized in 1985 to provide quantitative and qualitative evaluation of event marketing programs to corporate sponsors, properties and their agencies.

Over the past twenty years, the company has conducted over 1 million on-site, on-line, and telephone interviews and more than 500 focus groups regarding corporate sponsorships of sports, leisure activities and special events. As a leader in custom sponsorship evaluation, Performance Research has in-depth experience with varied events worldwide, and is a primary research partner with many of the world’s top corporate sponsors, including: Anheuser-Busch, Coca-Cola, Citi-Financial, R.J. Reynolds, Sony-Ericsson and UBS.


Performance Research

25 Mill Street

Newport, RI USA

02840

401-848-0111

www.performanceresearch.com

contact: Bill Doyle, Vice President

[email protected]


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