Women-and-Sport-Repucom

15Women, Sport and SponsorshipWOMEN’S ATTITUDE AND BEHAVIOUR INRELATION TO SPONSORSHIPDuring 2014 Repucom conducted foundational research relating to women’sattitudes and behaviour in response to sponsorship and saw some commonthemes emerge around the world in both similarities and differences to theattitudes and behaviour of men.Beyond these general statements, there are a number of important variationsin women’s attitudes to sponsorship in different countries. For example, in theUK, Mexico and Australia, women more than men look to sponsors to contributeexpertise as well as money and appreciate when sponsors focus on local smallteams and community programmes. In the US, Germany and China womenare more likely to focus only on the biggest events whenthinking about sponsorship. Examples of statements inGermany and China show that women are more likely to besceptical about sponsorship as “a necessary evil” (China)and “ruining the purity of sport” (Germany).Finally in Japan women are more likely than men to seesport sponsors as “credible” especially when their products“fit” the sport being sponsored. And they are more likely toenjoy prize draws offered by sponsors as well.Men and women tend to agree that…Women are less likely than men to say…“SPONSORSHIPIS JUST ANOTHER FORM OFADVERTISING”IF IT WASN’T FOR“SPONSORSHIP,MANY TEAMS WOULD NOTEXIST”SPORT PLAYS AN“IMPORTANTROLE IN OUR SOCIETY ANDNEEDS TO BE SUPPORTED BYSPONSORSHIP”I HAVE A TENDENCY TO“BUY PRODUCTSAND BRANDS I HAVESEEN AS SPONSORS IN SPORTS”“ I ACTIVELYAVOID BRANDSTHAT SPONSOR TEAMSI DON’T LIKE”“ SPONSORSINTERFEREWITH THE SPORT I LOVE ”Source: Fan DNA Survey, August 2014, total for eight countries (USA, UK, Germany, Mexico, Malaysia, China, Japan, Australia), respondents aged 16-65 at least a little interested in sport (80-95% of total age group population) n=24,024CASE STUDYP&G’S “THANK YOU MUM” CAMPAIGN GENERATED US$ 500 MILLION IN SALES GLOBALLYP&G’s “Thank You Mum” campaign was brought to life and gainedwidespread attention in the lead-up to and during the London 2012 OlympicGames. The creative engaged the key buyer of P&G products, mothers, in anemotive way that worked across different countries, cultures and importantlytheir brands. The campaign came to life with the short advert that celebratesthe role that mums play in raising Olympians and great children. There were alsovideos of the mothers of some of the 150 athletes sponsored by P&G brands.The campaign was promoted through a host of media channels. Acompanion in-store worldwide retailer programme was enacted five monthsbefore London 2012 and involved four million retailers. It was tied to an effortto raise over US$ 25 million to support youth sports programmes that wouldaid both the Olympic Games and mums everywhere.The promotions involved some 34 P&G brands includingTide/Ariel, Pantene, Pampers and Gillette. In addition,there was a “Thank You Mum” app that allowed peopleto thank their own mums with personalised content in theform of a video.Approximately 230 P&G mum videos were createdof which 150 were developed by P&G and 80 wereuser- generated content. In total the videos were viewed24.6 million times and are estimated to have generatedUS$ 500 million in sales globally.Insights by Repucom