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  • Independent Studies


    Sponsorship Decision-Makers Survey (2004)
    The Fourth Annual IEG / Performance Research Sponsorship Decision-Makers Survey shows sponsors are earning bigger returns

    Times Square Advertising: Is it over-the-top or top-of-mind? (2002)
    A look at how visitors connect to the commercial clutter of Times Square.

    Consumers Prefer Online Sponsorship to Banner Ads (2001)
    Results of first-ever research into web users’ awareness of and attitudes toward site sponsors.

    At the Olympics, Less May Be More
    Study of Olympic sponsorship at Sydney 2000

    Americans Welcome Return of Formula 1
    Study of sponsorship at the 2000 Indianapolis US Formula OneGrand Prix

    Log-Ons and Sponsors and Boats, Oh My!
    America's Cup (2000)

    Viagra and Lycos Outperform First Year Sponsors to NASCAR
    Research at the 2000 Daytona 500

    Sponsors Still Live Dream Despite Scandal Nightmare
    Consumer attitudes to the Olympics following Salt Lake City Scandal (1999)

    NASCAR Fans Say "Welcome Back" to the Dodge Boys!
    NASCAR Winston 500 (1999)

    Picture This: "The Official Sports Drink of the……..Symphony?"
    Consumer attitudes toward corporate sponsorship of the arts (1997)

    Naming Rights, Naming Wrongs
    Consumer reaction to sponsorship of arenas and stadiums (1997)

    Extreme Games, Commercialism Taken Too Far?
    ESPN X-Games audience study (1996)

    Watch Out For The Ambush 
    1996 study of Olympic sponsorship (Atlanta)

    America loses the Cup, but sponsors win over the fans…
    America's Cup sponsorship (1995)

    Winners and Whiners
    Indy Car Study (1994)

    Loyal NASCAR Fans Please Stand Up
    Racestat: a comprehensive analysis of the NASCAR audience (1994)

    Olympics, What Olympics? Sponsors, What Sponsors
    1994 study of Olympic sponsorship (Lillehammer)

    AT&T Win Official Race With Sprint
    1992 study of Olympic sponsorship (Barcelona)

    Winter Olympic Viewers "Can't Beat the Feeling"
    1992 study of Olympic sponsorship (Albertville)


    Why Do American Formula One Fans Value Sponsors?
    Compares and contrasts opinions of visitors to both the 2000 US and 2000 British Formula One Grand Prix.

    HOWZAT!! For Sponsorship
    UK cricket sponsorship - beyond awareness (2000)

    British Football Fans Can't Recall Euro 2000 Sponsors
    Research into sponsorship effectiveness at Euro 2000

    Caution Flags Fly as CART Set for New Arrival
    Attitudes of F1 racing fans to the introduction of US motorsports in Britain (2000)

    Sponsor Loyalty Left by Roadside
    Research at the 2000 British F1 Grand Prix

    Sponsors Find Home in Dome
    Millennium Dome sponsorship awareness study (2000)

    Naming Rights, Naming Wrongs
    Consumer reaction to sponsorship of arenas and stadiums (1999)

    American Companies Welcome As Smoke Clears From F1
    Research among European Formula 1 Grand Prix 1999

    Rugby World Cup Findings Are Black And White
    Research at the Rugby World Cup 1999

  • Sample Projects

    1. Snowboarding sponsorship by snack food company.

    2. Concert sponsorship by telecommunications company.

    3. Olympics sponsorship by multiple companies.

    4. Sponsorship of sports arenas and entertainment venues by soft drink company.

    5. Major league baseball sponsorship by soft drink company.

    6. Motorsports sponsorship by beer company.

    7. NASCAR sponsorship by tractors and farm equipment company.

    8. Bicycle racing sponsorship by beer company.

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