By engaging 42% of consumers, football is by far the most popular sport in Belgium - while tennis and cycling (both 35%) come second-best.
Next to the Red Devils, who manage to engage consumers who otherwise do not show interest in football, R.S.C. Anderlecht and Club Bruges are the most popular teams in Belgium.
“We have always been convinced of the strength of our brand and the impact we have on consumers and fans, so we are delighted that GfK has managed to map this impact via consumer research and quantify this objectively.” says Emmanuel Rutsaert, Sponsorship Manager at R.S.C. Anderlecht.
The research shows RSCA reaches a broad and diversified audience, making it attractive for marketing and branding purposes. The current sponsors manage to create a strong relationship between their brand, R.S.C. Anderlecht and the Belgian population, with almost 1 in 2 Belgian consumers linking the main partner, BNP Paribas Fortis, with Anderlecht. Moreover, one 1 in 4 Belgian consumers make this link spontaneously, when asked if they recall any sponsors of the team.
“We worked with GfK because they have extensive experience with consumer research and strong expertise in the media, entertainment and sports sponsorship industry.” Rutsaert continues. “Their solid and transparent methodology and clear reporting allow us to increase our relationship with our partners.”
Finally, yet importantly, the research shows that 1 in 3 football fans say that they are prepared to switch to a brand that is linked to their favorite team - and that number rises to 60% if another advantage is included in the switch. These percentages are significantly higher with football compared with other sports such as tennis and cycling.