© GfK September 2013 | Sponsorship Matters Survey 1
Sponsorship Matters: what you told us
© GfK September 2013 | Sponsorship Matters Survey 2
Have you or your organisation ever been
involved in sponsoring an even...
© GfK September 2013 | Sponsorship Matters Survey 3
Do you typically renew the sponsorship each year or
not?
Base: those w...
© GfK September 2013 | Sponsorship Matters Survey 4
What are the reasons for deciding not to sponsor any
event?
Base: thos...
© GfK September 2013 | Sponsorship Matters Survey 5
Is your company planning or considering using
sponsorship in future?
B...
© GfK September 2013 | Sponsorship Matters Survey 6
What types of events did you sponsor?
Base: those who have undertaken ...
© GfK September 2013 | Sponsorship Matters Survey 7
What are the metrics you use to measure the
success of sponsorships?
B...
© GfK September 2013 | Sponsorship Matters Survey 8
What are the metrics you use to measure the
success of sponsorships?
B...
© GfK September 2013 | Sponsorship Matters Survey 9
?
© GfK September 2013 | Sponsorship Matters Survey 10
??
© GfK September 2013 | Sponsorship Matters Survey 11
???
© GfK September 2013 | Sponsorship Matters Survey 12
ALIGN BRAND
& EVENT
© GfK September 2013 | Sponsorship Matters Survey 13
Does your company manage sponsorships in-house or
does it use an agen...
© GfK September 2013 | Sponsorship Matters Survey 14
Is this sponsorship budget likely to increase,
stay the same or decre...
© GfK September 2013 | Sponsorship Matters Survey 15
What’s the best example of sponsorship you can recall?
Base: all resp...
© GfK September 2013 | Sponsorship Matters Survey 16
What’s the best example of sponsorship you can recall?
Base: all resp...
© GfK September 2013 | Sponsorship Matters Survey 17
Is Asia lagging behind the quality standards
and variety of sports ev...
© GfK September 2013 | Sponsorship Matters Survey 18
How valuable would an Asian Sponsorship
Association be for each of th...
© GfK September 2013 | Sponsorship Matters Survey 19
THANK YOU
GfK Hong Kong Ltd.
Steve Garton, Head of Media, North Asia,...
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GfKs "Asian Sponsorship Survey"

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GfKs "Asian Sponsorship Survey"

  1. 1. © GfK September 2013 | Sponsorship Matters Survey 1 Sponsorship Matters: what you told us
  2. 2. © GfK September 2013 | Sponsorship Matters Survey 2 Have you or your organisation ever been involved in sponsoring an event of any sort? 29%NO 71%YES
  3. 3. © GfK September 2013 | Sponsorship Matters Survey 3 Do you typically renew the sponsorship each year or not? Base: those who have undertaken some sponsorships before 38%NO 62%YES
  4. 4. © GfK September 2013 | Sponsorship Matters Survey 4 What are the reasons for deciding not to sponsor any event? Base: those who said they haven’t undertaken any sponsorship 0% 20% 40% 60% 80% 100% Not clear about the returns or metrics for success High costs Worried about guerilla marketing Difficult/ complex to organize Other reasons…… 52% 22% 17% 9% 39%
  5. 5. © GfK September 2013 | Sponsorship Matters Survey 5 Is your company planning or considering using sponsorship in future? Base: those who said they haven’t undertaken any sponsorship 43%NO 57%YES
  6. 6. © GfK September 2013 | Sponsorship Matters Survey 6 What types of events did you sponsor? Base: those who have undertaken some sponsorships before 0% 20% 40% 60% 80% 100% Sports Entertainment/ music B2B/Trade Events CSR Celebrity Arts 72% 31% 40% 27% 13% 15%
  7. 7. © GfK September 2013 | Sponsorship Matters Survey 7 What are the metrics you use to measure the success of sponsorships? Base: those who have undertaken some sponsorships before
  8. 8. © GfK September 2013 | Sponsorship Matters Survey 8 What are the metrics you use to measure the success of sponsorships? Base: those who have undertaken some sponsorships before
  9. 9. © GfK September 2013 | Sponsorship Matters Survey 9 ?
  10. 10. © GfK September 2013 | Sponsorship Matters Survey 10 ??
  11. 11. © GfK September 2013 | Sponsorship Matters Survey 11 ???
  12. 12. © GfK September 2013 | Sponsorship Matters Survey 12 ALIGN BRAND & EVENT
  13. 13. © GfK September 2013 | Sponsorship Matters Survey 13 Does your company manage sponsorships in-house or does it use an agency? Base: those who have undertaken some sponsorships before 82% 13% 5% In-house only Use an ad/ PR agency Use a specialist agency
  14. 14. © GfK September 2013 | Sponsorship Matters Survey 14 Is this sponsorship budget likely to increase, stay the same or decrease next year? Base: those who have undertaken some sponsorships before 18% 69% 13% Increase Stay the same Decrease
  15. 15. © GfK September 2013 | Sponsorship Matters Survey 15 What’s the best example of sponsorship you can recall? Base: all respondents
  16. 16. © GfK September 2013 | Sponsorship Matters Survey 16 What’s the best example of sponsorship you can recall? Base: all respondents
  17. 17. © GfK September 2013 | Sponsorship Matters Survey 17 Is Asia lagging behind the quality standards and variety of sports event sponsorships which you see in the US and Europe? Base: all respondents 62%12% 26% Yes No Not sure/ don’t know
  18. 18. © GfK September 2013 | Sponsorship Matters Survey 18 How valuable would an Asian Sponsorship Association be for each of the following statements? Base: all respondents, top 2 boxes 0% 20% 40% 60% 80% 100% Raising the quality standards of sponsorship in Asia Increasing the variety of sponsorship opportunities Equipping marketers with metrics to measure the success of sponsorships Organising industry training events on sponsorships Resolving disputes 71% 59% 65% 60% 27%
  19. 19. © GfK September 2013 | Sponsorship Matters Survey 19 THANK YOU GfK Hong Kong Ltd. Steve Garton, Head of Media, North Asia, GfK Retail and Technology steve.garton@gfk.com

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