Parents Remember the Sponsor on Their Kid's Uniform More Than a Pro Team's, Study Says

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Parents Remember the Sponsor on Their Kid's Uniform More Than a Pro Team's, Study Says

A Priority Partnerships study run by YouGov Sport found 68% of youth sports parents trust brands that sponsor their child's program, and 77% remember a uniform sponsor over a pro team's.

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A brand on a 10-year-old's jersey gets noticed more than one on an NBA uniform, at least by that kid's parents. In a new study, 77 percent of youth sports parents said they are more likely to remember the sponsor on their child's uniform than the one on a pro team's jersey.

The Youth Sports Sponsorship Study was commissioned by Priority Partnerships, a Portland sponsorship agency that works in youth sports, and conducted by YouGov Sport among 1,004 U.S. parents ages 25 to 54 with children in organized sports, the Youth Sports Business Report reported. It was published Wednesday.

Youth Sports Sponsorship Beat Pro Sports on Trust

Asked which kinds of marketing make them trust a brand, 68 percent of parents picked sponsorship of their child's program. That was ahead of pro sports sponsorship (51 percent), college sports (50), TV and streaming ads (47), social and digital (45) and influencer posts (38). Sixty-four percent said a youth sports sponsor would get them to try a company they had never used.

When a program names a brand an official partner, 71 percent of parents would consider it when they need what it sells, 14 points higher than for their favorite pro team's partners. Buying Sandlot added that 78 percent would redeem a sponsor's discount sent through the program.

One-Season Sponsors Read as a Sales Pitch

There is a catch. Fifty-nine percent agreed a company that sponsors for just one season "seems like it was just trying to sell me something," rising to 70 percent among parents 25 to 34. Priority president Dan Scheinman framed the study as a case for brands to fund programs that now lean on registration fees.

The full report is free on the Priority Partnerships site. Keep in mind it was paid for by a firm that sells these sponsorships. More business of youth sports is on our youth sports page.