Chelsea Appoint Connexus to research sponsorship

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The Premier League club has announced they have appointed sponsorship research specialists Connexus PreciSion to manage a new research programme, to identify the value delivered to all of the club’s key commercial partners. The programme will cover two principal areas: media exposure evaluation, and original research into the effect that sponsorship has on brand awareness, brand image and purchase propensity. The research covers all the club’s key partnerships, from shirt sponsorship, to the kit supplier (Umbro), and platinum partners such as Orange, Siemens and Budweiser. Connexus PreciSion will be responsible for managing all aspects of the research programme, from sourcing the original data to analysis and management reporting, and the project represents an extension to the work already provided to Chelsea FC under Connexus’ remit as the FA Premier League’s official research consultants. The first part of the project has been completed, and has revealed some exceptionally strong results for Chelsea’s sponsors, both in terms of exposure value and impact on brand measures. Paul Smith, Director of Chelsea Football Club, said: 'We are, as is widely reported, actively developing the Chelsea brand, creating a premium positioning of innovation and leadership. Connexus’ work has already demonstrated compelling evidence showing the value of this strategic direction for our sponsors, and we have been very impressed with the level of insight and intelligence they have applied to the project, to help us and our sponsors properly understand the value of our partnerships.' Alastair Macdonald, Connexus PreciSion Group Managing Director said: 'Chelsea are one of the most exciting football clubs in the world right now, both on and off the pitch, and an essential part of their development strategy is to demonstrate leadership throughout all aspects of the way the club is run. We are delighted to have been selected to work with Chelsea on this innovative and important project, which is already providing a whole new level of insight into how sponsorships deliver value.'