The 7th edition of the Shirt Sleeve Study by SLC provides clubs and sponsors with valuable insights into how to make the most of the potential of shirt sleeve sponsorship. The generally high and constant acceptance of sponsorship, the low disruption factor among fans and the influence of sponsors' involvement on fans' purchasing behavior are just some of the many key findings of this study. These and many other findings of the study support shirt sleeve sponsors or companies that would like to become shirt sleeve sponsors in making decisions regarding the right commitment and optimal activation.

Since the 2017/18 season, the advertising space on the left sleeve of the jersey for all Bundesliga and Bundesliga 2 clubs can be marketed independently by these clubs and presented during Bundesliga matches. Since this marketing product was a novelty for all stakeholders at the time and is still a marketing space that has not been fully explored today, this empirical study and qualitative analysis is intended to examine the benefits and impact of the commitment on the target group in order to better understand the associated new lucrative opportunities and potential for clubs and sponsors.

SLC Management has tackled the topic with a comprehensive analysis of the awareness, impact and attitude of Bundesliga fans towards the clubs' shirt sleeve sponsorship. This was determined as part of a long-term study since the start of the 17/18 season over 7 measurement points, each with 5,400 soccer fans 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 to create an economically valuable basis for decision-making for all sponsors on the other. The analysis by SLC Management thus reflects a detailed overall opinion of the Bundesliga clubs' customers/fans on the status quo of their clubs' sleeve marketing and compares the impact of sponsorship on the fan with the sponsor's commitment.

In the 7th edition of this study, the following questions are answered and content analyzed:

• A total of up to 7 comparable measurement points
• Over 35. 000 fans surveyed
• Awareness of jersey sleeve sponsorship over time
• Design acceptance of jersey sleeve sponsorship over time
• Jersey sleeve sponsorship for competitions outside of the Bundesliga
• Acceptance of jersey sleeve sponsorship over time
• Perception of jersey sleeve sponsorship over time
• Influence on purchasing behavior of sponsorship over time
• Development from the fans' perspective: Importance vs. Evaluation in terms of sympathy, fit with the club and image of the sponsor
• Awareness of sponsors from the first Bundesliga
• Industry analysis of suitability as a shirt sleeve sponsor
• Analysis and interpretation of the results

• The complete study can be found at: Trikotärmelstudie Fußball Bundesliga 2023 (slc-management.com)
• The one pager for the study can be found at: ~coming soon~
• You may also be interested in this product: Sponsor Information System SPIS

For more information, please contact us at any time

Maximilian Madeja

Managing Director

Email: m.madeja@slc-ag.com

Phone: +49 (0) 911 - 54 81 830

Tags: Bundesliga, Jersey sleeve, Jersey sleeve study, Madeja, research, slc, SLC Management, Sponsoring, Study