How Adidas and Nike convert sponsorship into engagement in the US
Adidas and Nike have long been associated with prominent sports sponsorships. Recent YouGov Profiles data sheds light on how Adidas and Nike's current customers engage with and react to sports sponsorships compared to the broader US adult population.
According to the data, 37% of Adidas' Current Customers noticed the brand's sports equipment sponsorships, slightly higher than Nike's 34%. This is a significant increase from the 23% of all US adults who report noticing such sponsorships. TV graphics and naming rights for stadiums or venues also catch the eye of many of these brands' shoppers. Uniforms and jersey sponsorships are hard to miss too, especially more by Adidas’ shoppers than Nike’s.
But it's not just about seeing these sponsorships. What happens after? Around a quarter of both Adidas and Nike’s recent shoppers will look up more about the product they saw advertised (27%), surpassing the 16% of all US adults who do the same. Social media also plays a crucial role: 23% of Adidas’ and 18% of Nike’s recent customers reported following the brand online after noticing sponsored content.
Purchasing behavior is also influenced by sports sponsorships. The survey data indicates that 21% of Adidas' and 17% of Nike's current customers went on to buy the mentioned product online, while 18% and 13%, respectively, made their purchase offline.
At the other end of the spectrum, our data reveals the consumers who remain indifferent to sports sponsorships. Besides the 24% of both Adidas and Nike’s recent customers who do not notice sponsored content, there are varied actions or inactions post-exposure. A small but notable segment of consumers explores competitive products or engage in other activities unrelated to the sponsorship they encountered, pointing to a diverse range of consumer behaviors towards sponsored content.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.