Soccer or cycling? An almost impossible choice, like the Beatles or the Stones, Porsche or Ferrari, Steve Jobs or Bill Gates. For the marketer, however, it must be a well-considered decision to choose the sponsor (advertisement) medium which matches his brand, product, or company. The impact of gathered media exposure is a decisive factor in this selection.

To make the comparison between Belgium’s leading sports possible, we evaluated the 6 main shirt sponsors of the PO1 teams (BNP-Paribas Fortis, Daikin, VDK, Proximus, Willems Veranda’s & Record Bank) and the thirty games (10 game days) of this competition for each publication of the logo, being: via television, print or online. Towards cycling, we used the same monitoring and analysis during the classics, including again 10 race days, from Across Flanders to La Doyenne for 6 dominant spring teams (BMC, Quick-Step, Lotto, Jumbo, Trek & Bora). These results, linked to the audience ratings & ad values, allow us to determine the value for the different sponsors & teams.

You can find the results here.

The following newspapers covered our research results:

Online: La dernière heure | Nieuwsblad | De Standaard

Traditional: Het Nieuwsblad | De Standaard | Gazet Van Antwerpen | La Dernière Heure

Photo credits @Pexels