INTERNATIONAL FOOTBALL SUMMIT 2014

CHANGES IN FAN DNA AND THE IMPACT ON THE SPONSORSHIP INDUSTRY

MIKE WRAGG, GLOBAL HEAD OF RESEARCH COLOGNE I 02.10.2014

WHAT HAS CHANGED?

Global brands are trying to engage GLOBAL AUDIENCES

The repertoire of things we engage with in our TECHNOLOGY ENHANCED LIVES has expanded, while fragmentation and pay walls have nudged us away from old habits

» Our EXPECTATIONS FOR RELATIONSHIPS with brands have become more nuanced

» We’re more focussed on authentic experiences » We’re less focussed on traditional mass media

FAN DNA

AWARENESS ACCEPTANCE

THE VALUE OF SPONSORSHIP DERIVES FROM IT’S ABILITY TO CHANGE PEOPLE’S BEHAVIOUR IN RELATION TO A BRAND

PEOPLE ARE NOT GOOD AT RATIONALISING / PREDICTING THEIR BEHAVIOUR, OR NOTICING HOW IT’S CHANGING

WORD OF MOUTH TWEET

BUYING ENJOYING BUYING

GROUNDBREAKING EXPLORATION OF CHANGES IN FAN BEHAVIOUR

FIRST GLOBAL FAN BEHAVIOUR SEGMENTATION IN SPORT

INVOLVEMENT OF KEY PLAYERS

» Research Design discussions with leading rights holders, brands and science partners

10 YEARS OF FAN INSIGHTS

» 30 countries 2004-2014

» 450,000 fan interviews, focusing on all major sports

» Attitudes to Sport, Media & Technology Behaviour, Broader Interests outside sport, Income, Education, Gender, Social Attitudes, Consumer Interests & Attitudes

FAN DNA FOUNDATIONAL RESEARCH

» Media & Technology Behaviour

» Consumer Behaviour

» 8 countries: US, Mexico, UK, China, Germany, Japan, Australia, Malaysia

» 8,000 fan interviews, focusing on leading sports in each country

QUESTIONS RELATED TO

» Sport Behaviour » Attitudes to Sponsorship » Sponsorship Behaviour

Factor & Cluster Analysis by an independent expert modelling and analytics agency.

+

MetaMetric Integrated marketing analytics

FIFA

AON NFL Manchester City FC

GM Neuro Insights

THE 7 BEHAVIOURAL SEGMENTS

x

TREND POSITIVE Love my sport. Love what it says about me.

GAME EXPERT All about the sport, everything else is a distraction.

CONNECTION FAN It’s about participating, it brings people together.

ARMCHAIR FAN Something to watch on my own.

BUSY If only I had time!

DISENGAGED What’s all the fuss about?

CYNIC It’s all a con!

9

13

25

18

18

6

11

Global Average %

THE 7 BEHAVIOURAL SEGMENTS IN 4 KEY MARKETS

x

TREND POSITIVE

GAME EXPERT

CONNECTION FAN

ARMCHAIR FAN

BUSY

DISENGAGED

CYNIC

9

13

25

18

18

6

11

Global Average %

5

18

17

19

20

6

15

10

16

32

12

11

5

15

10

15

26

21

12

5

11

17

4

36

9

25

5

3

THE BEHAVIOURAL CONSUMER COMPARISON OF TOP 3 SEGMENTS

TREND POSITIVE GAME EXPERT CONNECTION FAN

x1.9

x1.6

9% 13% 25%

Sponsor Buy Amplify Sport Buy

Sponsor Buy Amplify Sport Buy

Sponsor Buy Amplify Sport Buy

AGE

GENDER

INCOME

SPORTS INTEREST

SALES RELATED BEHAVIOUR OF THE TOP 3 SEGMENTS

Researched products & services

Became more trusting of a brand

Started conversations about a brand

Bought products or services

Recommended a brand

2.3 2.2 0.7

2.5 1.5 1.0

2.0 1.7 1.0

2.6 1.9 0.7

2.4 1.3 1.0

Global Average = 1.0

GAME EXPERT TREND POSITIVE CONNECTION FAN