RANKED BY ALL RESPONDENTS
Brand awareness	86.7%
Product branding/enhancement	78.1%
Media coverage/publicity	76.1%
Promotional opportunities	73.1%
Product sales	66.8%
Marketing tie-ins/merchandising	59.5%
Retail tie-ins	55.8%
Client entertainment	48.8%
Product placement	47.5%
Internal marketing	40.2%
Product endorsements	30.6%
Access to athletes	27.9%
Naming Rights	21.9%
Licensing	18.6%
RANKED BY 120 LARGEST SPONSORS
Media coverage/publicity	87.0%
Promotional opportunities	87.0%
Product branding/enhancement	82.6%
Brand awareness	80.4%
Product sales	73.9%
Marketing tie-ins/merchandising	67.4%
Retail tie-ins	65.2%
Client entertainment	52.2%
Product placement	52.2%
Internal marketing	41.9%
Access to athletes	30.4%
Product endorsements	17.4%
Naming Rights	17.4%
Licensing	16.7%