Football fans give Johnstone’s Paint the ultimate endorsement
Tue 3rd Aug 2010 | Football Sponsorship
ohnstone’s Paint’s ‘outstanding’ football sponsorship has received the ultimate endorsement, with thousands of fans identifying Johnstone’s as the second most recognisable brand associated with The Football League.
Following an extensive online survey, Johnstone’s boasted a significant uplift in sponsorship awareness across all supporters – with 47 per cent citing the brand as one of The Football League’s official partners compared to 35 per cent in 2008.
And to further underline the strength of the commercial involvement, the figure rose to 58 per cent when League 1 and League 2 clubs were asked.
The Football League Supporters Survey 2010 is a compilation of the views of 36,822 supporters of all 72 Football League clubs. Modern online survey methods were employed to engage fan opinion on a wide range of questions, including sponsorship awareness.
One of key areas the survey sought to measure was the performance being delivered by sponsorship and supporters were asked to identify brands that were associated with The Football League.
In a huge coup for the brand, Johnstone’s Paint made the biggest jump in awareness, with more people associating the name with being an official partner of the Football League.
The Football League survey states: ‘Johnstone’s Paint made the biggest jump in awareness. This is a significant sign that carefully targeted sponsorship can create outstanding returns in terms of brand awareness.’
The 2010 survey took place between December 2009 and January 2010. The information gathered was shared with the clubs who each received a report detailing the views expressed by their own supporters in order to develop a shared best practice culture.
It represents a continuation of the process begun back in 2006 and repeated in 2008, updating the findings of two and four seasons ago, remaining a genuine fan consultation about the current state of the game.
Sponsorship manager Teresa Hardwick said: “This is fantastic news for the Johnstone’s brand and further confirms that our investment in the Johnstone’s Paint Trophy sponsorship is continuing to produce outstanding returns in terms of brand awareness.”
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