1. © GfK September 2013 | Sponsorship Matters Survey 1
Sponsorship Matters: what you told us

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. © 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. © 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. © 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. © 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. © 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. © 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. © GfK September 2013 | Sponsorship Matters Survey 9
?

10. © GfK September 2013 | Sponsorship Matters Survey 10
??

11. © GfK September 2013 | Sponsorship Matters Survey 11
???

12. © GfK September 2013 | Sponsorship Matters Survey 12
ALIGN BRAND
& EVENT

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. © 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. © GfK September 2013 | Sponsorship Matters Survey 15
What’s the best example of sponsorship you can recall?
Base: all respondents

16. © GfK September 2013 | Sponsorship Matters Survey 16
What’s the best example of sponsorship you can recall?
Base: all respondents

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. © 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. © 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