The research programme will cover two principal areas: media exposure evaluation and original research into the effect that sponsorship has on brand awareness, brand image and purchase propensity.
The research covers all the club’s key partnerships, from shirt sponsorship to the kit supplier (Umbro), and platinum partners such as Orange, Siemens and Budweiser.
Connexus PreciSion will be responsible for managing all aspects of the research programme, from sourcing the original data to analysis and management reporting.
The project represents an extension to the work already provided to Chelsea under Connexus’ remit as the FA Premier League’s official research consultants.
Paul Smith, director of Chelsea Football Club, said: “We are, as is widely reported, actively developing the Chelsea brand, creating a premium positioning of innovation and leadership. Connexus’ work has already demonstrated compelling evidence showing the value of this strategic direction for our sponsors.”
Alastair Macdonald, Connexus PreciSion Group Managing Director said: “Chelsea are one of the most exciting football clubs in the world right now, both on and off the pitch, and an essential part of their development strategy is to demonstrate leadership throughout all aspects of the way the club is run.”
