LG Electronics UK (LGEUK) has commissioned Comperio Research – the market research arm of IMG – to evaluate its sponsorship of Fulham Football Club over the next three premiership seasons. Comperio will analyse the overall impact on brand awareness.
LGEUK has been sponsoring Fulham FC since 2005, and this latest agreement kicked off in July 2007 and will run right through until 2010. The company’s branding will be visible on static in-stadia advertising, LED screens and the players’ shirts.
Comperio’s research agenda will be to measure the extent to which the sponsorship programme has influenced:
- Brand perceptions and positioning
- Brand awareness
- Product range awareness
- Brand image
- Brand consumption
The survey will be conducted wholly online amongst both football fans and non-football fans, and Comperio will compare the findings across the three seasons, in order to assess shifts in consumer opinion over time.
Commenting on Comperio’s appointment, Mark Bernard, General Manager, Corporate Marketing at LGUEK said: “Sponsoring Fulham FC over the past couple of years has provided LG with exciting levels of brand exposure, which is why we have made the commitment to become main team sponsor until 2010. However, now that we have extended the agreement, we really need an in-depth appreciation of how this increased exposure enables us to engage and connect with our target market. We have recruited Comperio to work with us on this project as we were impressed with their solid background in sports and sponsorship research. And they have designed an innovative research programme which promises to deliver the robust insight we are looking for.”