1. Manfred Tautscher - Millward Brown Germanyby
Manfred Tautscher - Millward Brown Germany
WPP is one of the world’s largest communication groups, employing 60,000 people in 1400 offices in 103 countries. ( In Germany? Europe?, we have xx operating companies, with xx 0ffices employing over xxx staff).
And across the world, we invest billions of dollars on behalf of our clients in the world of sport. We represent many of the world’s largest corporate sponsors, such as Vodafone, Ford, IBM and also a number of well known rights holders of the likes of Manchester United, Inter Milan and the Rugby Football Union.
Our business is about return on marketing investment,and in no other field have the sums of money invested, and the doubts about the impact delivered been greater than in sports sponsorship. And yet, to date, many deals in this $20 billion+ market are still done on gut and guesswork. And much of the success has been judged on fairly crude crude criteria.
So WPP, in co-operation with 5 of our operating companies that have sports practices and with two of our global research companies, have created a unique survey, SportZ.
For the first time, we have looked at sports, sporting events and individual clubs as brands. We can guage not just the size and demographics of their following, but their brand personality, the loyalty they engender, the deeply held values of their fans. We can compare and contrast competitive strategies and, very importantly, we can give strong direction on creative execution and media exploitation.
More to the point, we can relate those sporting brands to any number of consumer brands - and we can tell you now, the old ways of looking at “fit” are superficial and inadequate.
So, what exactly have we done to get so much out of a piece of research. Well first, we asked 21,000 sports fans in eight countries all about their behaviour and attitudes to

2. (BUILD)
45 Sports (such as Football)
60 Sporting events
and Sports brands (specially focussing on Football, American Football, Basketball and Formula 1)
But that is only the start!
The really special bit is the connection of these new studies to two globally renowned proven and established surveys.
The TGI (Target Group Index) from BMRB – which has been running for over 30 years, now available across the Globe, covering a huge array of brands, attitudes and extensive media data.
And BRANDZ – the leading brand equity study devised and run by Millward Brown which has Interviewed more than half a million people since 1998 and to date covers more than 18,000 brands.

3. Together they combine to make up SportZ (Sports Zee).
For the first time this allows Brand Owners to understand the strengths of their brands and with the same measures identify which sponsorships might be genuinely appropriate (and why).
And for the first time allows Rights Owners to investigate which particular brands are worth pursuing and which might not be such a good bet.
SportZ has a comprehensive view across brands and sports…

4. 18 million are sports fans
Sport is big
48 million
146 million
61 million
300+ million
36 million
35 million
At a time when organisations around sport have received bad press, SportZ is a timely reminder that for the fans, sport is HUGE.
32 million
18 million are sports fans

5. 15m Nihon Series Baseball
Sport is emotion
‘Exciting’
The Olympics
160million
54m
40.4m
65.6m
15m Nihon Series Baseball
World Cup 43.7m
Super Bowl 69.9m
Serie A 4.9m
‘Makes me feel passionate’
‘my favourite event’
And it stirs passions and rouses emotions (BUILD) on a grand scale: … both positive…..
‘Exciting’

6. 15m Nihon Series Baseball
Sport is emotion
‘Exciting’
The Olympics
160million
54m
40.4m
65.6m
15m Nihon Series Baseball
World Cup 43.7m
Super Bowl 69.9m
Serie A 4.9m
‘The team you love to hate’
‘Makes me feel passionate’
‘my favourite event’
….and negative!
I imagine you can guess which football team 22 million German fans are referring to?
You are right – its Bayern Munich.
But one thing you can be sure of – sports stirs passions.
22.3 million
‘Exciting’

7. Size of Interest in selected sports Germany 2002/03
Sport Viewers Interest
Football 27.2m 45%
F1 Motor Racing 23.9m 39%
Boxing 13.9m 23%
Tennis 12.7m 23%
Athletics 11.8m 22%
Skiing 10.4m 20%
Cycling m 19%
Motor Cycle Racing m 11%
Handball m 11%
Ice Hockey m 10%
Basketball m 9%
World Rally Car Racing m 5%
Snowboarding m 4%
Golf m 3%
X Sports m 4%
We can of course look at the reach of each of the different sports. We can measure the demographic breakdown of those involved and then try to find a match with a brands target market.
Sport delivers big numbers.

8. Favourite events – Germany 2002/03
World Cup Football
Olympic Games
Bundesliga
UEFA Champions League
German Grand Prix (Hockenheim)
Ski Jumping World Championship
Winter Olympics
Tour de France
Ski World Cup
Aachener Reit & Springtunier
German Golf Open
We have all sorts of fascinating and useful information – the World Cup outstrips the Olympics in Germany as a favourite event – but in line with the Schumachers’ success the Grand Prix does pretty well too.

9. Unaided awareness of F1 teams Germany 2002/03
Ferrari
McLaren
Williams
Jaguar
Jordan
Sauber
Toyota
Renault
Minardi
BAR
As you might expect Ferrari dominates awareness but Mercedes and BMW also do well in Germany.

10. McLaren ‘Personality’ Germany 2002/03
Average
The McLaren team has a big and defined personality amongst German motor racing fans – it ios biiger on everything except being ‘reserved’ 6 5 5 5 5 5 5 6

11. McLaren & Bayern Munich Germany 2002/03
And interestingly, Bayern Munich has a similar Personality – except Bayern is ‘clevere’ and McLaren a bit ‘kinder’. 6 5 5 5 5 5 5 6

12. Crucially we can tie all these findings about sports against brands.
(BUILD)
Nike buyers are more into World Rally Car than the competitor Reebok buyers
Tsing Tao beer drinkers in China really love Golf
Brand and sports data combine to show Kodak they have a lots of Germany skiing fans
And
Great to see that Arsenal is now about as French as Perrier. The effect of Thierry Henry and the other French team members.

13. can give the answers to 100’s of different questions:
Which sports brands are the strongest and are their fans really my consumers?
What are the connections with my brand?
What media or combination should I use?
How can I maximise the effectiveness of my sponsorship portfolio?
All this energy, all this passion are there as an opportunity for the enlightened to harness to their advantage.
We will show that far from this being a time that sport and sports properties are losing value, it is rather a time when the proper usage of the passion in sport should be the focus to enhance value both for the Rights Holders and for the Brand Owners.

14. Today we will focus on what we now know is the key starting point for successful sponsorships…

15. 'There can be little liking where there is no likeness'
Aesop
But this is not just another survey.
Today we want to focus on why this is a major step forward in sponsorship best practise.
Matching sponsors brands and sponsor properties is more complicated than we thought.
As Aesop in his famous Fables put it: (BUILD)
‘There can be little liking where there is no likeness’.
Sports have lots of ‘liking’ and emotion inherent in them – but getting a match with the brand (some ‘likeness’) is vital if sponsorship is to be value for money.
Most existing ways of establishing a match are discredited – they are just too simplistic.
What SportZ has uniquely uncovered is a way to look at how people feel about themselves and how this relates to their level of interest in one sporting event rather than another – AND to the brands that sponsor them.

16. Look at these and ask your self ‘Which of these are pure love affairs and which merely marriages of convenience’?
Some sponsorships we know are a one night stand or a quick fling for very good reasons. But most are looking for something more.
SportZ can identify the true state of the relationship, can help repair any rifts, or even find you a new partner!

17. Relationships Sports have relationships with fans
The stronger the relationship, the stronger the sport
So it is the relationship that is important.
(BUILD)
Fans have very strong views and feelings about sports which are in effect the building blocks of their emotional relationships.
When these are strong, the sport is strong.

18. Relationships Brands have relationships with their consumers
The stronger the relationship, the stronger the brand
Brands sponsor sports to build better relationships
So we need to understand both brands and sports
Brands also have relationships with consumers.
And once again if the relationship is a strong one the brand is a stronger brand.
(BUILD)
So not surprisingly brands tend to sponsor sports in order to enhance their consumer relationships.
A true understanding of both is therefore essential.

19. A sponsorship that works
Lets start with an example of a sponsorship where there is a great marriage, still full of passion and excitement.
One half of the partnership is Football.

20. ‘Personality’ Football
& Coca Cola
‘Impulsive’
‘Composed’
‘Casual’
‘Rigorous’
The personality of Football is as you might expect – impulsive and more to the casual than formal.
(BUILD)
Coca Cola.
A perfect personality match for football!

21. The Coca Cola Brand (The 8 countries)
Brand Pyramid
Bonding
Can anything else beat it?
Advantage
What is it admired for?
Performance
Is it satisfactory?
To make the most of this match we should also look at the brand in greater depth.
Coca Cola is a very consistently positioned, strong brand across the World.
We can define the relationship that consumers (including sports fans) have with Coca Cola using our Brand loyalty Pyramid.
Starting at the bottom (BUILD) we see that most soft drinks consumers know something about Coca Cola – it has virtually universal Presence. The vast majority move up to the next layer of the relationship, Relevance, because they believe it to offer (BUILD) something that meets their needs. Some then drop out at Performance (BUILD) because they do not think the product performs sufficiently well (typically Coca Cola will lose some people who do not want to be seen drinking it, the image is too American). Those who see Advantage in the brand (BUILD) think it is better in some way than the competitor brands – and finally those who reach ‘Bonding’ (BUILD) feel that Coca Cola offers more advantages than other soft drinks brands.
This is one of the biggest and strongest Brand Pyramids we see.
Relevance
Does it cater for me?
Presence
Do I know about it?

22. Brand Pyramids Coca Cola Bayern Munich Ferrari Bonding Advantage
Performance
Sports brands can be just as powerful as icons like Coca Cola. Bayern in Germany has yet to convert all the loyalty to Bonding, but it is huge.
(BUILD)
And Ferrari dominating in Formula One! The Michael Schumacher effect. One of the highest Bonding scores we have seen.
Relevance
Presence

23. The Coca Cola Brand (The 8 countries)
Brand Pyramid
They are the reason the brand is successful
Bonding
(Understanding them is crucial)
Advantage
Performance
Back to Coca Cola.
Those who are Bonded (BUILD) are the most valuable consumers - they will spend more of their money on your brand than one of your competitors. They define what is unique about your brand.
(BUILD)
A key piece in the jigsaw is knowing what sort of people they are – what makes them tick. What do they believe in? What are their Life Values?
Relevance
Presence

24. Adventure & Exploration
Life Values
Adventure & Exploration
Conscience & Spirituality
Self-Interest & Image
We have created a tool which answers this question by delving into consumers’ more fundamental priorities, which underlie many different behaviours and lifestyles. This is life values segmentation.
People can be grouped by their basic beliefs on two main axes - The approach is based on robust psychological evidence, such as Schwartz’s model of universal human values. Schwartz’s work illustrated that across many different cultures, our broad priorities can be described along two independent axes:
The first is Conscience & Spirituality – Self interest & Image, which is the extent to which someone is focused on their own needs vs. the needs of others.
The second is Safety & Conservatism – Adventure & Exploration, which is the extent to which someone embraces change vs. clings to existing rules and customs.
Safety & Conservatism

25. Adventure & Exploration
Life Values
‘Bonded’ Coca Cola
Adventure & Exploration
Conscience & Spirituality
Self-Interest & Image
So what are core Coca Cola drinkers like?
What are the Life Values of those who are Bonded to Coca Cola? They are clearly in the sector of the World’s population that we classify as the Self-interest segment. They are self-motivated, confident and materialistic.
Safety & Conservatism

26. Life Values Football fans
Adventure & Exploration
(Soccer)
Conscience & Spirituality
Self-Interest & Image
And what are the values of those who are interested in Football?
Very much the same as we saw for Coca Cola advocates.
Except for the USA where Soccer is a much less established sport and appeals to more of a minority adventurous type.
Safety & Conservatism

27. A Perfect Fit Football fans
& ‘Bonded’ Coca Cola
Adventure & Exploration
Conscience & Spirituality
Self-Interest & Image
So Coca Cola and Football have a similar brand personality. More importantly their fans have the same outlook on life. Their values coincide.
Safety & Conservatism

28. The attitudes of the two groups match
There’s enough work for everyone
Only beer worth drinking is real ale
Not interested in what’s under car bonnet
I’m a vegetarian
Easily swayed by others’ views
Loathe housework
115
100
Digging deeper we find that they share the same attitudes.
By delving in to the TGI database we can get a real insight into what makes core Coca Cola drinkers and core Football fans tick.
We have indexed the scores so that anything above the average of 100 is a high score, and those below 100 are a low score. You can see that all the attitude matches are very similar.
Both are confident in future employment, know their beer and hate housework!
What they are not (BUILD) is swayed by what other people think, they are very interested in what is under the bonnet of a car and are very unlikely to be vegetarian. 85

29. What about Nokia and Tennis?
We want to illustrate briefly how we can help with planning sponsorships or checking the current portfolio to see what fits and what might fit.
Lets look at Nokia and Tennis.

30. Attitudes are very different
I like a well organised routine
I consider my diet to be very healthy
I get a lot of pleasure from my garden
Prepared to pay more for environmentally friendly products
I can’t bear untidiness
115
100
The attitudes of Tennis fans are typically represented by these types of things (data we have go from the TGI element of SPORTZ).
They are well organised, hate untidiness and eat healthily. They love gardening and are environmentally conscious.
But those the core users of Nokia (BUILD) have diametrically opposing views!
A bit of a misfit. 85

31. Life Values of Tennis fans and Nokia Not a good match
Adventure & Exploration
Conscience & Spirituality
Self-Interest & Image
We can see this clearly on the Life Values Map.
Nokia users are more Adventurous, whilst Tennis fans are relatively conservative in their outlook.
Safety & Conservatism

32. Life Values of Tennis fans and Mercedes Mercedes is a good fit
Adventure & Exploration
Conscience & Spirituality
Self-Interest & Image
A much better match for Tennis is the Mercedes core user.
So our data is endorsing the sponsorship that Mercedes already do.
Safety & Conservatism

33. Attitudes are aligned I like a well organised routine
I consider my diet to be very healthy
I get a lot of pleasure from my garden
Prepared to pay more for environmentally friendly products
I can’t bear untidiness
115
100
The TGI can give us further conformation of the fit. 85

34. Life Values of X Sports fans and Nokia Matched
Adventure & Exploration
Conscience & Spirituality
Self-Interest & Image
Nokia would do much better by using X Sports (as indeed it does in sponsoring the World Snowboarding Championships).
Safety & Conservatism

35. Much closer attitude fit
I like a well organised routine
I consider my diet to be very healthy
I get a lot of pleasure from my garden
Prepared to pay more for environmentally friendly products
I can’t bear untidiness
115
100
X Sporters and Nokia users share the same values.
They are not into gardening or being well organised and the environment is not one of their top priorities. 85

36. Positive attitudes I really enjoy shopping for clothes
I enjoy eating foreign food
I consider myself to be a creative person
I tend to make decisions based on ‘gut feel’
Music is an important part of my life
115
100
This is more what they are like:
Shopping crazy, eating mad, creative people who decide things impulsively – and a guide to what might be useful in getting on their wavelength – really into music. The TGI can further define the types of music they particularly like as well as many other aspects that could help in developing the style and tone of the sponsorship support, including media reach and appropriate titles, TV channels and programmes. 85

37. Low fit - Low opportunity?
Not necessarily

38. Life Values Olympics fans
& (Bonded) McDonald’s in Germany - misfit
Adventure & Exploration
Conscience & Spirituality
Self-Interest & Image
The values of Olympics fans in the Western World lean towards Spirituality – the essence of the Olympian ideal.
Luckily no amount of drugs scandals seem to have destroyed this view. Brands (like the Olympics) are strong and what they stand for should be jealously guarded and maintained if the appeal is to continue.
What about McDonald’s? (BUILD)
A misfit.
Safety & Conservatism

39. Customer acquisition strategy
Fast Food Eating Habits Olympics fans (Conscience & Spirituality) Germany
Customer acquisition strategy
135
Pizza Hut
KFC
Burger King
But we can investigate further.
The typical person who is an Olympics fan has Conscience and Spirituality values.
Looking at these people we do see indeed that they are much less likely to be McDonald’s users.
But what we also see (BUILD) is that they are more likely to eat the competitor offering from Burger King, Kentucky Fried Chicken and particularly Pizza Hut.
So surely this is an opportunity in Germany to talk to potential customers – an acquisition strategy for McDonald’s. Probably different from many other countries.
And of course our data can give a detailed understanding of what these people are like, what they might respond to and so on. McDonald’s, having had a global sponsorship deal handed down from the USA across the World, would be well advised to investigate each market to ensure that it can be made to work appropriately in that market.
100 90

40. Evaluation - a new approach
How do we know it works?
Evaluation - a new approach
The proof of all of this work comes when brands succeed with their sponsorships having taken notice of what their users and fans are like.
We would like to spend the last couple of minutes explaining a new and better approach to evaluation that really does give credit (when it is due) to the sponsorship effects which have traditionally been under measured and under acknowledged.

41. Evaluating the effects
100
Sponsorship impacts
Unaided brand awareness
Exposed
Sponsorship Effect
Not seen

42. The principle of measuring sponsorship effectiveness
Power 
Power
Watch TV Coverage ü
Power
Isolate those
exposed to
sponsorship
And those
not exposed
Control
Cell
So how do we quantify any effect and how do we know it is caused by sponsorship activity?
Well, not everyone has the opportunity to come across the sponsorship activity. Those who do not watch the coverage for example. We can use these as a ‘control’. And provided we take account of any differences in the type of people (non-viewers are more female biased) we can show that key changes over time must be due to exposure. (Even if the ‘interested’ viewers sample starts at a higher level compared to the non-viewers, we should see an increasing ‘gap’ develop if the sponsorship is doing its job, and this ‘gap’ should only increase for the sponsored brand and not for the competitor non-sponsors).
Difference in attitudes to the brand over time is due to sponsorship

43. started sponsoring the BMW Williams F1 Team in the 1999/2000 season
Aim: to build familiarity and favourability amongst key business audience
Back in 1999 Compaq secured the right to a good position on BMW Williams cars in order to build on its brand equity as a fast and innovative solutions provider. The aim was to build affinity with the key business decision makers because of their connection with and contribution to a favourite sport and a leading edge challenging team.

44. Life Values – GB Formula One and Compaq
Adventure & Exploration
Compaq F1
Conscience & Spirituality
Self-Interest & Image
We can check on the Life Values of Compaq and Formula One – a great match!
Safety & Conservatism

45. ‘Impulsive’ ‘Composed’
‘Personality’
‘Impulsive’
‘Composed’ F1
‘Casual’
‘Rigorous’
The personality of Compaq was quite a long way from that of Fo0rmual One – and one of the desired outcomes was a move (BUILD) to more of an extrovert and exciting personality as in that of F1.
Compaq

46. Unaided brand awareness - end of season 2000ü
Viewers
Gap: 19%
47%
Non û
28%
And at the end of the first season there was a significant gap between viewers and non-viewers for Compaq in the top of mind unaided brand awareness measure.

47. Unaided brand awareness - end of season 2000ü
Viewers
47% û
CONTROL Average of other brands
Non
28% ü û
Viewers
Non
14%
13%
But for the other non-sponsors, there is no appreciable gap on unaided brand awareness.
To be really fair we adjust the Compaq gap by the rest of the study viewer/non-viewer small gap, and we are still left with a massive ‘sponsorship effect’ gap for Compaq.
Net Gap (Compaq Gap minus Control Gap): %
Sponsorship Effect

48. Sponsorship effect - Year 1
1999/00 %
Unaided brand awareness
Favourite brand (unaided)
Key message
Total brand communications
Sponsorship awareness
Aware F1 sponsorship -2
+47
+16
+18
+18
Familiarity at the start but not favourability yet
We use this same principle across all the key performance indicators.
Only ‘favourite’ brand shows no effect. But we would expect for this to take for time to build after familiarity has first been improved.
Awareness of the sponsorship (specifically that it is for BMW Williams in F1) , not surprisingly, shows the largest effect.

49. Sponsorship effect - Year 2
2000/01 %
In spite of a decline in advertising across the sector, Compaq gains both Familiarity and Favourability from sponsorship
Unaided brand awareness
Favourite brand (unaided)
Key message
Total brand communications
Sponsorship awareness
Aware F1 sponsorship
+10
+10
+17 +1
The ‘sponsorship effect’ gap is significant for all the Key Performance Indicators (KPIs) except for total brand communications (which is led by TV advertising in this category).
Also we now see the build of affinity (i.e. ‘favourite’) taking shape.
+12
+34

50. How will HP fare now it has taken on the sponsorship?
Racing away with it….
Compaq started as a fitting proposition with the sponsorship property and carefully leveraged communications to the key target market.
The result was first of all an uplift in saliency and familiarity for the brand (but not for its competitors) amongst those who had an opportunity to be reached by the sponsorship activity. This then built further as the sponsorship became more established with the addition of greater affinity.
But of course HP and Compaq were then given permission to merge and now the rights have been assigned to HP. It is interesting to see what the potential fit is…..
How will HP fare now it has taken on the sponsorship?

51. Life Values – GB Formula One and hp
looks good
Adventure & Exploration F1
Conscience & Spirituality
Self-Interest & Image
We can check on the Life Values of Compaq and Formula One – a great match!
Safety & Conservatism

52. In Summary….
We have new tools to understand and really fit sports to brands
Evaluation must measure how people choose brands – and what part the sponsorship plays
Sports are brands too – to maintain their value look after them!

53. (Pause)
Thank you