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MUST-HAVE study for jersey sleeve sponsors! - The jersey sleeve study by SLC is available now!
Since the 2017/18 season, all clubs in the Bundesliga and 2nd Bundesliga have been allowed to independently market the advertising space on the left sleeve of their jerseys and present it during Bundesliga matches. As this marketing product was a novelty for all stakeholders at the time and it is still a marketing space that has not been fully explored today, this empirical study and qualitative analysis aims to assess the benefits and impact of the engagement on the target group in order to better understand the associated new lucrative opportunities and potential for clubs and sponsors.
The 6th edition of the Jersey Sleeve Study by SLC provides clubs and sponsors with valuable insights on how to make the most of the potential in jersey sleeve sponsorship. The generally high and constant acceptance of sponsorship, the low disruptive factor among fans and the influence of sponsor involvement on fans' buying behavior are just some of the numerous core essences of this study. These and many other findings of the study support jersey sleeve sponsors or even companies that would like to become jersey sleeve sponsors in their decision-making regarding the right engagement and optimal activation.
SLC Management has tackled the issue with a comprehensive analysis regarding Bundesliga fans' awareness, impact and attitudes towards clubs' jersey sleeve sponsorship. This was determined as part of a long-term study since the start of the 17/18 season over 6 measurement points, each with 5,400 soccer enthusiasts at regular intervals via the only representative soccer panel with registered participants, in order to map the development of the sponsorship effect on the one hand and, as a result, to create an economically valuable basis for decision-making for all sponsors. SLC Management's analysis thus reflects a detailed overall opinion of the customers/fans of Bundesliga clubs on the status quo of their clubs' sleeve marketing and relates the effect of sponsorship on the fan to the sponsor's commitment.
In the 6th edition of this study, the following questions are answered and content analyzed:
- A total of up to 6 comparable measurement time points
- Over 30,000 fans surveyed
- Awareness of jersey sleeve sponsorship over time
- Design acceptance of jersey sleeve sponsorship over time
- Jersey sleeve sponsorship for competitions outside the Bundesliga
- Acceptance of jersey sleeve sponsorship as a "new" advertising space over time
- Perception of jersey sleeve sponsorship over time
- Influence on sponsorship purchasing behavior over time
- Development from the fans' perspective: importance vs. assessment in terms of sympathy, fit to the club and image of the sponsor
- Awareness of the sponsors from the first soccer Bundesliga as well as the "promoted and relegated"
- Industry analysis for suitability as a jersey sleeve sponsor
- Analysis and interpretation of the results
- The one pager on the study can be found at: #INSTANTINSIGHTS - Jersey Sleeve Sponsorship 2022 - ONEPAGER (slc-management.com)
- The complete study can be found at: Trikotärmelstudie Fußball Bundesliga 2022 (slc-management.com)
- You might also be interested in this product: Sponsor Information System SPIS
For more information, please feel free to contact us anytime
Alexander Kraft
Club Consultant
Email: a.kraft@slc-ag.com
phone: +49 (0) 911 - 54 81 830