How to Play the Naming Game

NEW YORK — Men remember sports sponsorships. Women, however, are more likely to buy a product from a sponsor of good causes. Affluent consumers tend to 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, which was conducted over the past month by the New York-based shop’s MediaLab research division, polled 12,000 consumers in 18 countries-including 500 in the U.S.-by