Sponsoring works differently
11.11.2005

rheingold carries out qualitative research and analysis of phenomena relating to markets, consumption, media, advertising, and culture. On the one hand, it does research for commercial enterprises and media concerns. On the other, it conducts its own studies as a contribution to research on everyday, cultural, and economic phenomena.

What does a psychologist have to say about the topic of sponsoring?

Sponsoring is mainly a psychological issue. To support this claim, I cite the definition of psychology as the "science of experience and behavior."
Sponsoring is something that is or should be experienced and that strives to influence human behavior. The aim is to incite people to think differently about a company or brand and/or to buy more products from a manufacturer in the future, take out more insurance policies, and so on.

If we want to find out whether sponsoring works (or will work), whether a sponsoring measure can be successful, whether a long-term connection for example, between a football club, a Formula One Team, and a carmaker (or an insurance company) is favorable for both sides, it is not enough to take note of how many people view a soccer jersey or a car, or to know how many spectators watched a game in a stadium, and so on. Instead, one must ascertain whether a sponsoring combination is experienced as something that makes sense, whether it is mutually beneficial, whether it compensates for the respective weak points of the partners, emphasizes their strengths, and so forth. In short, to find out whether one is being sponsored "correctly," a qualitative psychological relationship analysis is necessary.

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