Consulting company for corporate sponsorship VETTURELLI has recently completed a large survey on the habits and preferences of the racing community in Croatia and the success of communication activities of racing sponsors. This is the second year of implementation of such research, and certain changes are easily observed when results are compared to the previous year. The survey was conducted online in November this year among the racing community through Facebook profile of the portal volim.trcanje.hr and Facebook profile RunTrek.
The biggest change compared to the previous year occurred among the perception of runners about sponsors. In fact, last year nearly 34% of respondents stated Adidas as the most positive partner of the running community, followed by GRAWE and Salomon. This year, with a convincing 38%, GRAWE took first place, Adidas took the second with 16%, and VIP is recognized by 13% of respondents, thus replacing Salomon in third place.
The reasons for such a change at the top can be explained by the title sponsorships and the atmosphere that particular races offered. In fact, 18% of respondents noted the GRAWE Night Marathon as the race that most impressed them. Thus, GRAWE Night Marathon left behind races such as Ljubljana (14%) and Zagreb Marathon (11%), the Night Tenner (11%) and the race Wings for Life (7%).
In the segment of manufacturers of racing equipment, there’s no changes in the first place as Adidas retained the spot of favorite brand, followed by the Nike and Salomon, but if we look at the percentages, Compared to the previous year Adidas went from 26% to 31%, Nike remained at the same 22%, while Solomon’s numbers fell from 12% to 8%.
It is interesting that 52% of respondents have a more positive attitude towards sponsors of the community in relation to their competitors, and that 42% of them declare that they would give the sponsor of running an advantage in purchasing decisions in relation to their competitors, which indicates a high degree of loyalty.
All of these changes suggest that the racing community in Croatia is a living, flexible and demanding ground, and VETTURELLI announces they believe that the next year will be filled with interesting events.
