A massive summer for sports sponsors, but will fans notice?

With research revealing that most people people dislike or are indifferent to advertising, sponsors of sporting events need to think carefully about playing a useful role in the fan experience.

Need to know

  • According to a 2019 Kantar study into consumer attitudes to advertising, 89% of UK audiences and 79% of French audiences either dislike or are indifferent towards advertising
  • In the absence of equivalent research, similar assumptions can be made around consumer attitudes to sponsorship

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