As Consumers Tighten Their Belts, They Expect Corporate Sponsors To Do The Same

Performance Research — While consumers generally appear to expect the same or higher level of corporate sponsorship from stable or profitable companies, a Performance Research study of American consumers revealed that one-third (32%) reported they are paying "Less attention" to corporate sponsorships than they were a year ago. Moreover, the majority would like to see less spending on sports sponsorships for companies experiencing any difficulties (62%), and particularly by those accepting federal assistance (68%).