USA Gymnastics: Sponsors know when to hold them and know when to fold them

In our thirty-two years of studying the intersection of sport and marketing, we have seen a fair share of demoralizing stories:  the bribery scandal of the Salt Lake City Olympics, money laundering by FIFA, racism with the L.A. Clippers, and performance enhancement drugs across professional cycling, Major League Baseball, and even the entire Russian Olympic … 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

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

Press Release: Daytona 500 Social Media Coverage

Morning News: We’ve completed our initial EVsdrop run of the Daytona 500. You can see full results here: and read our press release below. Performance Research utilized its groundbreaking social media listening and analysis platform EVsdrop, which uses geolocation technology to analyze the social buzz generated by event attendees, to analyze the social media … Continued

When Can Stadium Naming Rights Turn a Corporation into a Hero?

Despite the crippling economic situation in Detroit, it seems like it is “all systems go” for the construction of a new home for the Red Wings in the city affectionately known as “Hockeytown.” Although the City of Detroit filed for Chapter 9 bankruptcy in July in the largest municipal bankruptcy filing in the United States, … Continued

Trevor Bayne and NASCAR – Open for Business

This past Sunday, as we all watched rookie Trevor Bayne win the Daytona 500 by edging out a field of seasoned Sprint Cup pros, we couldn’t help but laugh at what great value his current sponsors were getting! Despite the innocent rookie move of forgetting to thank his sponsors in the post race interview, he … Continued

BP Oil Sponsorship Ramifications – The Full Report

Check out the presentation below to see the full results from the Performance Research independent study regarding the sponsorship ramifications in the wake of the BP oil spill. [slideshare id=6260898&doc=2010bpspillsponsorshipstudy-final-101220094915-phpapp02]

Performance Research / Survey Sampling International Study of Gulf Oil Tragedy

FOR IMMEDIATE RELEASE (6-15-2010) TOP LINE RESULTS: PERFORMANCE RESEARCH-SURVEY SAMPLING STUDY OF GULF OIL TRAGEDY New poll suggest Americans hold a dim view of BP and it is getting worse. In a two country poll conducted June 12th and 13th, 2010, by Performance Research, in conjunction with Survey Sampling International, of over 600 respondents, (half … Continued


FOR IMMEDIATE RELEASE  (3-11-2010) TOP LINE RESULTS: PERFORMANCE RESEARCH-SURVEY SAMPLING 2010 OLYMPIC VIEWERSHIP STUDY With the Vancouver Games earning high marks by the press for unanticipated and possibly unexplainable success, a study of Olympic viewers by Performance Research and Survey Sampling International settles the score even further. The “Big Three” continue to dominate awareness of … Continued

F1 Sponsorship

Here at the Performance Research offices, sporting news from around the globe always tends to be a topic of conversation and this morning was no different.  Today we were discussing Formula 1 racing and the continuing plight of Pete Windsor and Ken Anderson to get a U.S. team off the ground. While there are various … Continued