COLLEGE FOOTBALL SPONSORSHIPS AS STRONG MARKETING INVESTMENT
PROMO GIVEAWAYS, TICKET STUB COUPONS, BROADCAST ADS INFLUENTIAL TO FAN PURCHASING DECISIONS
PORTLAND, OR. - Since the post-recession bounce is more of a thud, and marketing budgets are still tight, data collected from college football fans suggests sponsorship packages are an effective advertising opportunity.
Rojo Research interviewed 7,806 college football attendees of FBS programs, 6,179 of FCS programs, and 1,585 of Division II programs regarding sponsorship marketing inventory and the influence of fan purchasing decisions regarding sponsor's goods or services.
The aggregated results offer a few interesting conclusions. Below are a few highlights for the FBS fan responses
- 67.1% of fans would switch brands/change habits to support a sponsor
- 31.1% of fans purchasing decisions are influenced by sponsored promotional giveaways
- 26.1% by sponsor coupon/logo on back of ticket stub
- 25.3% by sponsor ads on TV broadcast of game
- 24.7% by sponsor ads on radio broadcast of game
- 24.6% by sponsor of in-game promotion/contest
- 24.2% by game day/event sponsorship
- 21.7% by sponsor ads on venue video board
- 21.5% by sponsor ad/logo on website
- 19.6% by sponsor booth/table at the game
- 18.9% by sponsor signage/billboards at venue
- 17.1% by sponsor ads in game day program
Data collected for study includes the FBS college football fans of Army, Bowling Green, Cal, Boise State, Fresno State, Hawaii, Idaho, Nevada, LA Tech, Texas Tech, and San Jose State.
FCS programs include McNeese State, Portland State, Southern Utah, Butler, Idaho State, Sacramento State, Liberty, Maine, New Hampshire, Southern Illinois, Winston-Salem State, North Carolina Central, Towson, Valpo, Weber State, and Montana.
The Division II schools are Northwest Missouri State, Minnesota State-Mankato, Newberry, West Texas A&M, and Abilene Christian.
Regarding influence of fan purchasing decisions, data on 26 sponsorship marketing inventory items were captured. If interested in the total results please contact Rojo Research.
Every study collected over 350 consumer behavior, demographics, and media consumption data points on not only the schools football program, but for each sport.
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 80 college and pro organizations.
Rojo Research also offers syndicated local-market Latino media and sports research.