Chelsea appoints Connexus Precision for sponsorship research services

MUMBAI: Chelsea Football Club has announced that they have appointed sponsorship research specialists Connexus PreciSion to manage a new research programme.



This will 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. 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 strong results for Chelsea?s sponsors, both in terms of exposure value and impact on brand measures.

Chelsea Football Club director Paul Smith 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."

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