The crowd at Mount Panorama
Speedcafe.com’s 2021 motorsport survey has provided new insights into the impact a brand’s involvement with supercars has on fans.
Among the 223 questions in the last edition of the annual survey was a special section targeting the impact of sponsors.
The data offers new insights into how motorsport fans perceive sponsors and opens up opportunities for brands involved in the sport to learn from them.
Nearly 60 percent of respondents said that following Supercars drew their attention to brands they had never heard of before.
Additionally, 42.61 percent of respondents said they are more likely to buy a company’s product if they sponsor a team they like.
Of the other choices in the same question, 44.12 percent said they felt “neutral,” while those who disagreed accounted for just 13.27 percent.
Conversely, as a follow-up question, the survey asked that if a brand sponsors a team you don’t like, you’re less likely to buy their product.
Remarkably, the results are consistent with what one would expect based on the previous question.
A very similar number of people felt neutral again, with 45.73 percent choosing this option.
The other results were split into 12.46 percent who agreed they were actually less likely and 41.82 percent who said it wouldn’t change their purchasing decision.
The survey also asked participants which contests and offers they liked and would interact with the most from sponsors.
All options ranked highly, but the most popular was “Tickets to an Event”.
Hot rounds and merch packs were the second most popular.
That concludes our coverage of the latest edition of the Speedcafe.com Motorsport Survey, presented by Kincrome. Thanks to everyone who took part.