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FOR IMMEDIATE RELEASE: July 8, 2009

COLLEGE HOCKEY PROVES TO BE SOLID SPONSORSHIP INVESTMENT

PROMO GIVEAWAYS, TICKET COUPONS, & SIGNAGE INFLUENTIAL TO FAN PURCHASING DECISIONS

For companies making tough marketing decisions in a challenging economy, college hockey sponsorship packages prove to be an effective market opportunity.

Rojo Research interviewed over 1,700 college hockey fans from five NCAA programs regarding sponsorship marketing channels and the influence of fan purchasing decisions regarding sponsor's goods or services.

The aggregated results offer a few interesting conclusions:

~ 29.1% of hockey fans purchasing decisions are influenced by sponsored promo giveaways (hats, T-shirts, etc.)
~ 23.6% purchasing decisions are influenced by coupon/logo on of ticket stub
~ 21.7% purchasing decisions are influenced by game day/event sponsorship
~ 21.1% purchasing decisions are influenced by venue signage/billboards
~ 18.9% purchasing decisions are influenced by sponsor ad/logo on website
~ 18.2% purchasing decisions are influenced by ads on game radio broadcast
~ 62.6% would switch brands/change purchasing habits to support a sponsor

Programs included in the study are Army, Bowling Green, Maine, Minnesota State-Mankato, and Niagara. North Dakota and New Hampshire studies are currently in progress, as well as Canadian university Wilfrid Laurier. Results from current studies will be calculated into final report.

In addition to fan demographics, consumer behavior, sports media consumption, the study captured data on the influence of fan purchasing decision for 19 various sponsorship marketing inventory items. If interested in the results please contact Rojo Research.

Rojo Research specializes in audience research to assist college athletics programs and professional sports organizations increase corporate sponsorship revenues. Launched in September 2006, the company has quickly risen to one of the largest providers of audience research for NCAA member institutions with over 65 college and pro organizations.

Contact:
Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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