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Sponsorship analytics and insight

Independent Studies

Independent Studies

As leaders in sponsorship research, Performance Research frequently conducts studies on an independent basis to explore new issues or establish research benchmarks for the industry.
Our information is diverse (covering topics from NASCAR to the Arts to Naming Rights) and is frequently updated. Just click the links below to see our current topics.
Many feature accompanying presentations in Microsoft PowerPoint, and some are available for free by email, or viewable directly online.

Full List of Independent Studies

United States

2014 Performance Research / IEG Sponsorship Decision Makers' Survey
The latest report.

BP Oil Spill Ramifications
Consumer attitudes to the oil giant and its marketing

Big Three Still Dominate
Study of Olympic sponsorship at Vancouver

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

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

Americans Welcome Return of Formula 1
Study of sponsorship at the Indianapolis US Formula One Grand Prix

Log-Ons and Sponsors and Boats, Oh My!
America’s Cup

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

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

NASCAR Fans Say “Welcome Back” to the Dodge Boys!
NASCAR Winston 500

Picture This: “The Official Sports Drink of the …….. Symphony?”
Consumer attitudes toward corporate sponsorship of the arts

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

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

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

Winners and Whiners
Indy Car Study

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

Olympics, What Olympics? Sponsors, What Sponsors
Study of Olympic sponsorship (Lillehammer)

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

Winter Olympic Viewers “Can’t Beat the Feeling”
Study of Olympic sponsorship (Albertville)


The Wild, Wild East? Sponsorship in Poland
Study explores attitudes to corporate sponsorship among Poles.

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

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

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

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

Sponsors Find Home in Dome
Millennium Dome sponsorship awareness study

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

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

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