• Background
  • Since its founding, it is vital interest of the central trade association for Sponsoring in the german-speaking countries (FASPO) to implement comprehensible and by all market partners accepted standards in the sponsoring market.
  • FASPO wants to increase professionalism and transparency to increase the share of sponsoring within the total communication allocation.
  • The central key to reach these goals is to supply planning- and evaluation data for sponships like they are available for classical advertising for years.
• Realisation
  • In autumn 2006, Jean-Baptiste Felten (in his function as Swiss board member of FASPO) approached WEMF, which provides the central planning data for the Swiss communication market, with the suggestion to include sponsorship-relevant questions in the research studies by WEMF.
  • Together with the WEMF Managing Director, Mr Marco Bernasconi, and his team, the specialists at FASPO and Felten & Compagnie developed a questionnaire to gain relevant data in the field of sponsoring through the extensive market-studies by WEMF. The initiators were able to welcome the Swiss Advertisement Buyer Association (SWA) as well as leading sponsors (Axpo, Coop and Orange) as supporters in the project team. Coordination discussions with different market partners like IG Sponsoring, event promoters and the federal authority of sport (BASPO) and the leading agencies association took place.

• Market analysis Sponsoring
  • Within the extensive market study for the Swiss communication market “MACH Consumer” (12’000 Interviews) first data was collected in 2008. In 2009, the data was introduced to the market as “MA Sponsoring”.
  • With MA Sponsoring, a world-wide unique planning instrument is available to the market including representative data about visitors of sport and cultural events, fan relationships to Swiss football and ice hockey clubs as well as used media channels to follow certain content (within sport and culture).
  • All this information can be correlated with the other information generated within the “MACH Consumer” study about buying behaviour, brand know-how and product interest of the Swiss citizens. Furthermore, correlations are possible with data from “MACH Basic” (24’000 interviews) about the media use of Swiss citizens and “MACH Radar” (12’000 Interviews), with psychographic information about the Swiss population.
  • The MA Sponsoring enables a new standard of sponsorship planning within the framework of established media planning and provides a highly professional and unique planning instrument to the communication industry and the property rights holders.
• Your access to the MA Sponsoring
  • PerforMind™:The target group definitions from the MA Sponsoring are available in PerforMind™
  • The Working process of Felten & Compagnie
  • Our consulting services
  • Events/Workshops by Felten & Compagnie
  • Education / Course at the Zurich University of Applied Science
  • We are happy to answer your individual questions
  • MA (media analysis) Sponsoring in the press

Contacts

Felten & Compagnie

• Jean-Baptiste Felten
  CEO Felten & Compagnie Ltd.
  Phone : +41 52 269 08 08
  Email:  jbf@feltencie.com

WEMF

• Urs Wolfensberger
  Head Marketing & Sales
  Send email