How to Play the Naming Game

Men remember sports sponsorships. Women are more likely to buy a product from a sponsor of good causes. Affluent consumers notice sponsorships more, but mid-market viewers are more likely to buy products from a sponsor.

These are the top findings in a new global study by WPP Group’s Mediaedge:cia on the benefits of sponsoring an event, cause, sporting contest or TV show.

The survey, conducted during the past month by the New York-based agency’s MediaLab research division, polled 12,000 consumers in 18 countries—including 500 in the U.S.—by