Sponsor dropped by spokesperson after insensitive tweet, now that’s a switch!

Tensions have been high within the Formula One community after a racially insensitive tweet last week alluding to Presidential elect Donald Trump’s promise to build a wall between the Mexico U.S. border: “Mexicans, put on these sunglasses so your swollen eyes can’t be seen during tomorrow’s building of the wall.” While racially insensitive tweets can … Continued

What Happened?

What the election polls this year say about market research, sports, and the way we make decisions.   Here we are. The election results are in and a new Commander in Chief (like him or not) has been chosen. Donald Trump not only shocked the world, but defied the predictions of almost every political poll. … Continued

NASCAR’s Reed Sorenson’s Toyota carrying Trump / Pence paint scheme this weekend. Good or Bad for Associate Sponsors?

As the 2016 presidential election approaches, both presidential candidates are getting in some last minute campaigning. Republican presidential candidate Donald Trump and Vice President hopeful Mike Pence will be featured on Reed Sorenson’s Toyota Camry for NASCAR’s Texas 500 Sunday, November 6. The Trump Pence Logo will appear on the Hood of Sorenson’s number 55 … Continued

Rio Got a Bad Rap

After spending the two weeks in Rio, traveling to and from venues, attending several events, and visiting all of the different Olympic regions, we can say, unequivocally, that Rio’s troubles were as overblown as Ryan Lochte’s fabricated robbery account. We at Performance Research deal in facts and direct observations, not media hype or hearsay. So, … Continued

When Sponsorships and Athletes Collide, Who Wins?

While a shoddily worded campaign, an untimely marketing ploy, a legal infraction, or an unethical manipulation can jeopardize the effectiveness of sports sponsorship, a poor activation can both threaten the safety of the athletes and negatively influence the results on the field of play in the process. It sounds like a rare occurrence, but that … Continued

Hey, College Football Sponsors: Read the Signs

College Football has developed its own language.  Although you won’t find Rosetta Stone College Football hitting stores any time soon, it is indeed real.  This language manifests itself in the form of pictures and symbols many top programs use for increasingly efficient sideline communication. Most of you have probably seen these images laminated on oversized … Continued

Sacramento Kings: Changing their Brand through Technology

Have you ever imagined watching a sports game through the eyes of the player, or better yet, a team’s mascot? That futuristic idea is becoming a reality in sporting events as the Sacramento Kings lead the way in integrating technology into sports. Piggy backing on last week’s eSports post, the Kings are also personifying the … Continued

Mayweather vs. Pacquiao: A Fight for Money

Tomorrow looks to be one of the biggest days of the year in sports history with both the Kentucky Derby and Mayweather vs. Pacquiao welterweight championship fight happening within hours of each other. It may be one of the last fights of Mayweather and Pacquiao’s careers and the richest boxing match of all time. It … Continued

Who Will Win the Kentucky Derby Social Media Race?

We learned a lot last year when we used EVsdrop to listen in on — and analyze — the social media posts from Churchill Downs during the Kentucky Derby weekend. The infographic below shows some of our key findings from 2014. We’re looking forward to seeing what happens on the sponsorship side of this year’s … Continued