What spurs purchase decisions? Given the current state of the economy, it’s easy to assume that decisions are made out of need more than who is endorsing the item(s) you are contemplating buying.

So even though manufacturers are cutting back on traditional advertising, I still see a number of press releases in my inbox touting the latest “official” sponsorship arrangement. These usually go straight to the trash since CR doesn’t do that type of reporting. But my interest was piqued after reading two announcements.

The first, from early April, is that Audi is the “official luxury vehicle of the New York Yankees,” followed, later this month, by notification that “Ford is the official truck and SUV of the New York Yankees.” To which I said, “So what?”

Such sponsorships can complicate allegiances. I DETEST the New York Yankees, but I like Audi vehicles. Does this new partnership mean I switch my car-brand allegiance to Hyundai, since they are the official vehicles of the Los Angeles Dodgers and I’m a Dodger fan?

The announcement from the Yankees interested me, and I’d like to know what consumers think. Is it important to buy a Ford or Audi because they paid to be a sponsor of the Bronx Bombers? Do you hunt for Sunoco gasoline because it’s the official fuel of NASCAR? If you are shopping for a sedan, do you choose the Dodge Charger over the Chrysler 300 because the Charger is the official passenger car of NASCAR? I wonder if Detroit really thinks that “Race on Sunday/Sell on Monday” really works. I mean, are there measurable sales differences as a result of Tony Stewart switching from driving a Toyota last year to a Chevrolet this year? Can Ford reasonably calculate how many more Fusions are sold because Carl Edwards drives one?

Bottom line: How does official sponsor status impact your purchase decisions?

And to remind, Consumer Reports does not accept advertising, nor allow its findings to be used in marketing claims.

Learn more about Consumers Union and how we test cars.

—Jon Linkov