The study, by the Sponsorship Research Company (SRC), found that if the team sponsor was seen to have little relevance to football, and the logo was unattractive, there was far less propensity to buy the kit.
For full details of the report see the premium features section in sportbusiness.com.
A new study on attitudes towards sponsorship by football fans in the UK has reported that the brand values of a sponsor's logo on the shirt can affect replica kit sales.
