Marketing: 83% of French people believe sponsorship is useful for sport (Sporsora study)

• 84% of French people think that sponsorship makes brands more likeable when they are partners in sport;
• 83% believe that sponsorship is useful for sport;
• 80% are interested in sport;
• 78% have a good opinion of sponsorship;
• 72% consider sponsorship more effective than advertising.

These are the main trends in the results of the study "The French and Sports Sponsorship", published by Sporsora (interprofessional organisation of sports economy players), in collaboration with the research firm Occurrence and the association Entreprises et Médias, on 12/04/2023.

"This study shows the understanding and high level of acceptability of sports partnerships by the French (78% positive opinion) and Gen Z (83% in this age group). This is certainly due to the power of the bond created between a brand and its audience during unique moments of passion and emotion generated by sport, whether it is watched or played. The closeness, authenticity and usefulness of the commitment of brands that are partners in sport, which have been strongly developed over the last few years, have also led to a very…