Emirates Reap Rewards Of Dual Sponsorship Says Sponsorlink

New findings from Repucom’s Sponsorlink study has found that amongst people attending sports events in the UK, 88 percent are aware that Emirates own the naming rights to Arsenal’s home stadium. Awareness of Arsenal’s shirt sponsorship deal with the Dubai based airline was also the highest of all Premier League clubs with 62 percent of people being aware of the partnership.

Charlie Dundas, managing director UK and Ireland Repucom, said: “Emirates are seemingly reaping the benefits of their dual shirt and stadium sponsorship, currently the most recalled stadium naming rights partner of any UK sporting venue as well as most recalled shirt sponsor in the Premier League. Comparably, Manchester City and Etihad have adopted a similar model to Arsenal and have recorded encouraging levels of awareness in the UK as a result.

“In terms of public awareness of shirt sponsors in the Premier League, both Emirates and Etihad are ranked within the top three. Britannia’s long running dual sponsorship with Stoke City, which ended after 15 years in 2012, puts them as the third most recognised stadium naming rights holder in the Premier League, only bettered by Emirates and Etihad.

“Despite the obvious increase in cost involved in a dual sponsorship programme, it does seem possible that this sponsorship solution has the potential to generate big impact and much quicker ROI for investors.”

Indeed Stoke City, who are ranked 33rd in terms of a follower base in the UK (out of all 104 teams in the Football League and Scottish Premiership) recorded the fourth highest awareness levels of their stadia sponsorship with Britannia of all sports stadiums in the UK.

Whilst traditionally the longevity of a sponsorship deal has produced the highest levels of public awareness of the sponsoring brand, dual sponsorship deals now demonstrate much higher levels of public recall.

The study also showed that 27 percent of people would consider using the products or services of a sponsoring brand if they were to buy the naming rights to the club they followed.