VW and VfL Wolfsburg beat Evonik and BVB
18 companies sponsor the soccer clubs of the 1st Bundesliga. How well known are these companies and are they correctly assigned to the clubs? This is what the Monheim Institute found out in collaboration with Respondi AG. The sponsorship champion by popularity is Volkswagen for the 2011/2012 season, although VfL Wolfsburg only achieved 8th place in the league competition. 40 percent of the men surveyed and 20 percent of the women surveyed correctly assigned VW to the VfL team. The German soccer champion Borussia Dortmund, on the other hand, with its sponsor Evonik only came fourth in the sponsor ranking. 32 percent of men and only eight percent of women associated Evonik with BVB.
In May of this year, the market and opinion research institute asked a total of 664 people whether they knew the main sponsors of the 18 soccer clubs of the 1st Bundesliga in the 2011/2012 season and whether they could correctly assign them to the clubs. After VW and VfL Wolfsburg and before Evonik and the champions BVB, there are two second places in the ranking: Deutsche Telekom, which supports FC Bayern Munich, and Gazprom, as a sponsor of 1. FC Schalke 04, have a level of awareness of 39 and 38 respectively Percent among the male respondents and 14 and 15 percent among the female respondents.
Rewe (1. FC Cologne), Deutsche Bahn (Herta BSC), TUI (Hanover 96), Emirates (Hamburger SV) and Targo Bank (SV Werder Bremen) are also well placed. They were correctly assigned to the clubs by 20 to 30 percent of men and five to twelve percent of women. Gazi (VfB Stuttgart), Allgäuer Latschen Kiefer (1. FC Kaiserslautern), Postbank (Borussia Mönchengladbach), Areva (1. FC Nürnberg), Ehrmann (SC Freiburg) and Al-ko (FC Augsburg) can be less satisfied. The last three places ultimately go to Entega, Sunpower and Suntech. These sponsors of 1. FSV Mainz 05, Bayer 04 Leverkusen and TSG 1899 Hoffenheim could ask themselves whether their commitment is paying off: Less than ten percent of those surveyed associated the respective main sponsors with the football club.