Euro 96 funding achieves its goal

I am writing regarding the Leader entitled “Is sponsorship worth the cash”, and the article “Euro 96 sponsors fail to secure public awareness”, both in the February 28 issue. In these pieces you suggest RSL’s research showed that events such as Euro 96 and the Olympics were not successful for their sponsors. This is not the case.

Sponsorship is a complicated promotional tool. It is not simply extending media value nor targeting higher brand awareness among the general public. Most companies’ use of sponsorship tends to be targeted with three specific objectives:

Reaching small, high-value segments of the population relevant to the brand;

Creating a specific image among its core target market;

Optimising the supplier’s relationship with its customers (as opposed to consumers) through the use of corporate hospitality.

The Euro 96 sponsorship was clearly targeted at those who are not interested in football and our research among these consumers shows very high branded recall associated with the event while it was on.

The press release on our Sponsortest service, which formed the basis of your article, provided only a national aggregated picture for the UK population for all of 1996. To understand how individual brand sponsorship performs, it is necessary to put it in the context of the time of the event and the intended audience.

Although we welcome additional coverage of our service, the article in Marketing Week was not based upon precise information and therefore the conclusions it draws are too general.

Sean Chamberlain

RSL Research

Harrow

Comment is free, but the facts are sacred, as CP Scott used to say. And the comment in MW was a fair one: Are sponsors really getting value for money? Note, incidentally, that the Leader did not state that awareness is the only criterion of a successful deal. But it surely played an important role in something as massively popular as Euro 96. Editor

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here