Intel’s sports sponsorships are paying off

Graeme BruceBusiness Data Journalist
November 26, 2021, 3:23 PM UTC

Over the past several years, Intel has struck several partnerships in the world of sport and YouGov brand data shows the results of these marketing initiatives. 

Intel has long been a supporter of esports, most recently signing a three-year partnership with ESL Gaming that extended the 20-year collaboration. YouGov BrandIndex data shows that in the past year, nearly 14% of esports fans reported seeing an ad for the tech firm, more than twice as much as US adults in general (6.1%). What’s more, this has translated into strong lower-funnel metrics. Data shows 18.4% of esports fans say they’d consider buying an Intel product when they’re in the market; again, significantly higher than the general population (12.7%). 

Intel’s marketing deal with the Olympics – first signed in 2017 and effective through 2024 – also appears to be paying dividends. Ad Awareness among Olympics and Winter Olympics fans is 7.1%, statistically higher than the general public (6.1). Its Consideration scores are significantly higher than the general public at 16%. 

When striking a deal with the Olympics, Intel signaled its intention to delve deeper into sports and use technology to help stakeholders. “Our job is to help fans or athletes,” James Carwana, general manager of the Intel Sports Group said in 2017. “By doing so, our belief is that we can create new value for folks like leagues or rights holders. Or, from an athlete perspective, how can we help athletes and teams perform at their peak level?” 

Intel’s tech has heightened video capturing in the NBA and the NFL, using a volumetric video platform for data capture, processing, and production. The innovation gives fans a multi-perspective 3D view allowing them to experience a moment on the pitch, court, or field from any angle. 

Both NBA and NFL fans are more likely to consider an Intel product, with Consideration scores among these groups 14.5% and 14.2% respectively, compared to 12.7% of US adults in general.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Intel’s Ad Awareness score is based on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. Intel’s Consideration score is based on the question: “When you are in the market next to purchase or subscribe to products/services, from which of the following would you consider buying?” and delivered as a percentage, Scores are based on a sample size of 26,574 US adults, 1,417 esports fans, 7,808 NFL fans, 4,415 NBA fans and 6,621 Olympics fans between November 17, 2020 and November 16, 2021. Learn more about BrandIndex.