In the spirit of the World Cup and Wimbledon, this week’s Consumer Insights survey from Empathy Research questioned Irish consumers about alcohol sponsorship at sporting events.
Of the 992 survey participants, 31% believe that alcohol brand sponsorship of sporting events should be stopped. Interestingly more women (33%) than men (30%) felt strongly about this, as did older age groups. Those aged over 55 were the most in agreement that a ban on alcohol sponsorship of sporting events should be implemented (41%), compared to all other age groups; 18-34 (27%), 35-44 (23%) and 45-54 (31%).
However, nearly two-fifths (39%) of Irish adults surveyed disagreed or strongly disagreed that there should be a ban on alcohol sponsorship of sporting events. Men were the least supportive of an outright ban of this kind, with 29% disagreeing and a further 15% strongly disagreeing.
Again, more Irish adults under 55 were found to be opposed to a ban on alcohol sponsorship of particular sporting events than in favour, with 41% of 18-34 year olds, 43% of 35-44 year olds and 42% of 45-54 year olds in disagreement compared to 32% of 55+ year olds.
Furthermore, 43% of those participating in the survey believe alcohol brand sponsorship is 'not relevant' to sporting events. Somewhat unsurprisingly, significantly more women (50%) were found to be of this opinion compared to males (34%).
Interestingly, 43% of respondents also answered that alcohol brand sponsorship helps to improve the running of sporting events. Those that agreed mostly with this statement were men, with 56% saying they ‘agree’ or ‘strongly agree’ that alcohol sponsorship helps improve the running of sporting events compared to only 32% of women.
When asked if alcohol sponsorship of particular sporting events would encourage them to buy a particular brand, 58% of those surveyed said it wouldn’t. Just 17% of those surveyed believe that they would 'feel closer' to a brand if it sponsored their favourite sport.
Click here for more information from Empathy Research.
© 2014 - Checkout Magazine by Genna Patterson
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