T he vast majority expressed their positive remarks about a new design of shirts. T hus we can conclude that the sponsor managed to draw audience’s attention to the product but not in the positive way. S.
tudent football team survey (Appendices 4) Students of a state university were asked to express their opinion about 2016/17 Manchester United homekit. T hey were asked several questions about shirt’s design, used materials, emblems, color pallet, wish to buy a shirt or maybe even a car, their opinion about the whole sport sponsorship thing. A ccording to survey 35% liked ManUtd T-shirt, 25% would like to buy it, 15% agreed that the Chevrolet Company managed to attract audience’s attention and would like to purchase a Chevrolet car, 25% agreed that sport sponsorship is beneficial for both sides (diagram 2).According to the survey, 78% found the Chevrolet logo huge, massive and unsuitable, 22% found it ok and fitting in with the whole design (diagram 3). T.
he thirds diagram shows students' thoughts about 2016/17 Manchester United shirt design. 60% liked the color palette, 27% - material and 13% - emblems (diagram 4).Diagram 2 — 2016/17 ManUtdShirtDiagram 3 — The Chevrolet LogoDiagram 4 — What do you like about 2016/17 jerseyConclusionThe main purpose of advertising is to sell a product. T his general goal, advertising is also used by the modern companies for certain specific objectives. Sponsorships attract the attention of audience to a company or product, build loyalty with a specific audience, helpdistinguish a product from its imitations. L ike advertising, sponsorships are initiated to build long-term unions.
T he value of sponsorships is perceptible. Sports sponsorships make up about two-thirds of all sponsorships. Football is one of the world’s most brand-saturated markets. I n addition to the main shirt sponsors, there are often secondary sponsors on the backs of the shirts. T hen there’s the clubs' other commercial partners, who appear on the TV interview backdrops alongside the competition’s commercial partners.
B rands want more than awareness. T hey want loyalty and advocacy from their existing customers, and they want to open up channels to new customers for their products and services.
T o do both, they need to communicate their brand values and personality. B ut it’s the same for the fans. T hey want the brands sponsoring their clubs — or football in general — to share their passion, to give something back, and to build a relationship with the fans. T hey need to understand, and have an affinity with, the brand’s values. In football, as with any sport, for the sponsorship to work effectively consumers need to know more than the brand’s name.
T hey need to understand how and why the brand fits into their lives. T hat applies whether it’s a local, national or global brand. T hat’s why, relying on advertising to leverage the sponsorship, is both passive and unproductive. F.
ootball sponsorship is of vital importance both for clubs and companies. F ootball shirts advertise logos and emblems attracting audience’s attention to the product and increasing the sails of sport kits while the company sponsors the club. A ccording to the poll about 68% of fans like Manchester United’s new home kit.
B ut Twitter pall showed the opposite results. M ore fans said that they disliked the shirt, because of the massive sponsor. T he comments are mixed and contradictory.
B ut the vast majority emphasis that the huge Chevrolet emblem didn’t manage to spoil the whole design. A n overwhelming bulk of fans expressed their wish to buy a shirt. Student football team survey showed similar results. R.
espondents featured a huge Chevrolet logo, ManUtd shirt design and expressed their opinion about sport sponsorship. Thus we can conclude that Adidas ManUtd shirt design has received positive response from football fans except for the Chevrolet logo as a company wanted to attract fans' attention and to gain profit. B ibliographyAndrews, D. L. (2004), Manchester united: a thematic study, London; New York: Routledge, 291 p. BBC, Social and cultural factors affecting participation [Online], Retrieved from:
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http://www.chevrolet.com/culture/article/bowtie-history.html (Accessed 3 Aug 2016).Villegas, R. (2015), The sport sponsor handbook: how to increase profits through sport and entertainment sponsorship, UK: The Sport Sponsor Handbook: How to Increase Profits Through Sport and Entertainment Sponsorship, 80 p. Appendices 1Coca Cola pic.1Rockstar Energy Drink pic. 2Hard Rock Café pic.3The Chevrolet emblempic. 4The Manchester United 2016;17 jersey pic.5Table 1 — Premier League sponsorship deals for 2014;2015 [19]Appendices 2Voting for a favourite Premier League home kit for the 2016/17 seasonThere are the following results: Manchester UnitedLeicester CityBurnleyManchester CityArsenalBournemouthTottenhamSunderlandSouthamptonWestHamHullEvertonChelseaLiverpoolWest BromCrystalPalaceMiddlesbroughSwanseaStoke CityWatfordAppendices 3Fans reaction on a new ManUtd kit‘Chevrolet getting their money’s worth with that sponsorship deal.' (@eaamalyon)‘Chevrolet doing their sponsors like they do their cars. BIG.' (@B akes135)‘The Great Wall of China & The Chevrolet Man United shirt sponsor.' (@BBCSporf)‘Chevrolet have destroyed Man Utd’s kit.' (@OliPriceBates)‘That is enormous.
H ow much would Chevrolet pay to have their logo tattooed on the players' faces?' (@RWhittall)‘That Chevrolet logo has single brandedly ruined Man United’s kit.' (@bamskeke)‘The new Liverpool kit looks slightly silly but the the new Man United kits look really silly with that big logo on the front.' (@benjaminlgill)‘Look really closely and you’ll see Chevrolet’s new football kit has a subtle little Man Utd logo on it.' (@rob_mckinlay)‘I do like what Adidas have done with the new Manchester United shirt. I gnore the hideous Chevrolet logo & it’s a decent design.' (@fkhanage)‘If the Manchester United jersey had a different sponsor and not that big Chevrolet logo, it’d look nice.' (@MSMuralles)‘The Adidas kit looks nice but the massive Chevrolet logo slap bang in the middle ruins it.' (@UtdNumbers) ‘Don't like the stripes, dont like the black trim on the collar, dont like the huge Chevrolet logo — apart from that it looks great #mufc kit.' (@tafferoni99)‘United's new kit would be so nice if it wasn’t ruined by that horrible Chevrolet logo.' (@thornley29)‘Man United’s new kit is very nice. B it of a shame that that fat Chevrolet logo has almost ruined it.' (@JJSuggitt95)‘The Man United kit is beautiful, definitely getting it.' (@LiamHughesMUFC)Appendices 4Student football team surveyDo you like 2016/17 Manchester United football shirt? Would you like to purchase one? What do you like about 2016/17 Manchester United jersey: color palette;material (polyester);emblems. W.
hat is your opinion about the Chevrolet Company emblem? Do you think sponsors managed to attract fans' attention to their product? Would you like to buy a Chevrolet car some day? Do you agree that sport sponsorship is beneficial for both sides?
