| RANKED BY ALL RESPONDENTS |
| Brand awareness |
86.7% |
| Product branding/enhancement |
78.1% |
| Media coverage/publicity |
76.1% |
| Promotional opportunities |
73.1% |
| Product sales |
66.8% |
| Marketing tie-ins/merchandising |
59.5% |
| Retail tie-ins |
55.8% |
| Client entertainment |
48.8% |
| Product placement |
47.5% |
| Internal marketing |
40.2% |
| Product endorsements |
30.6% |
| Access to athletes |
27.9% |
| Naming Rights |
21.9% |
| Licensing |
18.6% |
| |
| RANKED BY 120 LARGEST SPONSORS |
| Media coverage/publicity |
87.0% |
| Promotional opportunities |
87.0% |
| Product branding/enhancement |
82.6% |
| Brand awareness |
80.4% |
| Product sales |
73.9% |
| Marketing tie-ins/merchandising |
67.4% |
| Retail tie-ins |
65.2% |
| Client entertainment |
52.2% |
| Product placement |
52.2% |
| Internal marketing |
41.9% |
| Access to athletes |
30.4% |
| Product endorsements |
17.4% |
| Naming Rights |
17.4% |
| Licensing |
16.7% |
