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#INSTANTINSIGHTS - The "European Rainbow Championship" - SLC collects data on sponsors and social positioning
The rainbow flag became the focus of coverage surrounding the 2020 Pan-European European Championship, which was postponed to 2021 due to the Corona pandemic. Even though - or perhaps because - the request to illuminate Munich's Allianz Arena in rainbow colors was rejected by UEFA, EURO 2020 was all about the rainbow flag.
Major cities such as the city of Munich illuminated significant landmarks colorfully, DFB captain Manuel Neuer wore the rainbow color as his captain's armband, and fans in the stadiums also showed their colors. Some sponsors also used the EURO 2020 platform to position themselves. Thus, the rainbow color also adorned many advertising spaces during the EM.
With the rainbow flag, the players wanted to set a sign for tolerance and cosmopolitanism. In general, however, opinions on political statements in soccer diverge strongly. Not least for the reason that many sponsors jump on the bandwagon with and use a social positioning - at least in the eyes of the fans - as a marketing opportunity.
SLC Management has addressed this issue and surveyed Bundesliga fans about this via Germany's only representative Bundesliga panel with registered participants and generated corresponding insights. (n=5.105)
The corresponding OnePager is now available free of charge in the SLC online shop.
The OnePager can be found at:
#InstantInsights - Sponsors & Their Positioning
For more information, please feel free to contact us at any time
Adrian Lind
Research Consultant
Email: a.lind@slc-ag.com
