HOW CONSUMERS ENGAGE WITH BRAND SPONSORSHIPS
Fans around the globe are most likely to engage through retail, cause and influencer programs
% of Engagement with Sponsorships
83%
Retail Marketing
86%
Cause Matters
74%
Influencer/Endorser
45%
Social Media / Photo Sharing
22%
Customer Benefit/Experience Upgrades
38%
Information Provider
29%
Engage with Sponsor via App
23%
Live Event Activations
RECEPTIVITY LEVELS HAVE STRENGTHENED IN THE U.S. DESPITE FEWER OPPORTUNITIES TO ENGAGE AT EVENTS WITH BRANDS (DURING THE COVID SHUTDOWN)
With the exception of experiential programs, all forms of sponsorship marketing are more effective now than they were 5 years ago. Cause marketing and social media programs have driven up engagement the most since 2017.
Note: Trending data is only available for the US market. Future studies will begin to trend global data.
2017
|
2021
|
Change Vs 2017
| |
|---|---|---|---|
75%
|
85%
|
+13%
|
Retail Marketing
|
57%
|
81%
|
+42%
|
Cause Marketing
|
54%
|
66%
|
+22%
|
Influencer/Endorser
|
29%
|
37%
|
+28%
|
Social Media/Photo Sharing
|
27%
|
32%
|
+19%
|
Customer Benefit/Experience Upgrades
|
27%
|
30%
|
+11%
|
Information Provider
|
NA
|
24%
|
NA
|
Engage with Sponsor via App
|
33%
|
23%
|
-30%
|
Live Event Activations
|
