DHBW Mannheim puts sponsorship to the test with Toluna Start

DHBW Mannheim explored what turns sports sponsorship into brand impact, using Toluna start as part of a multi-method research project ahead of the the 2026 FIFA World Cup.

Using Toluna Start, the students conducted a quantitative survey of 301 consumers in Germany to explore which brands people recognized as sponsors and whether that recognition influenced purchasing decisions. The platform’s accessibility allowed the students to run much of the research themselves, showing how teams can quickly gather consumer feedback and use it to inform decisions without a complex research process.

Being seen is only the start

Whether you sell beverages or sportswear, you want your sponsorship to give people a reason to remember and choose your brand.

The research found that:

Consumers sometimes mistook other brands for official sponsors.
People’s interest in the event influenced what they noticed and remembered.
Being an official sponsor was rarely the deciding factor in stated purchase choices.