Key Takeaways
Receptivity Goes Global
BRANDS, AGENCIES, AND SPONSORSHIP MARKETERS MUST REACH AND ENGAGE SELECTIVES TO BE SUCCESSFUL
Approximately 1/3 of consumers globally can be classified as Receptive.
Receptive consumers have engaged frequently with sponsors through a variety of channels and respond positively to brands who sponsor their favorite sports and entertainment events.
Selective consumers have engaged with sponsors, but not as frequently or consistently. They do, however, maintain a positive attitude about the role of brands and sponsorships as a part of their favorite events.
Non-Receptive consumers have rarely engaged with sponsors, if at all, and are resistant to the role that sponsors can play in their favorite events.
2021 Global Receptivity
Receptive
Selective
Non-Receptive
