Case Study: Continental AG tracks Tour de France sponsorship ROI with YouGov BrandIndex

How Continental AG tracked the impact of Tour de France sponsorship using YouGov BrandIndex

Continental AG, a German automotive parts manufacturer, sought to determine the return on investment of its sponsorship of the Tour de France and increase brand awareness against a key competitor. To track this, they turned to YouGov and utilized its YouGov BrandIndex solution for daily brand health tracking.

The YouGov BrandIndex tool provided daily KPI updates and competitive benchmarking. This allowed Continental to confirm the sponsorship's success, identifying a record 20-point increase in brand impression among its target audience. The clear evidence of a positive return on investment provided by YouGov led Continental to renew its sponsorship for another three years.

Continental AG

Christophe Bellier

Data analytics & Strategic planning France