72 Research Partner

Hammering out a growth planow more than ever clubsneed to get closer totheir customers if they

are to survive, never mind grow.That is the stark message fromTim Gentles, who heads up theFootball Fans Census, theindustry’s only bespokemarketing research company,

It’s a message that is beginning to sinkin – with West Ham United being thelatest high profile club to sign up theFootball Fans Index as clubs seek tokeep their heads above water in thecurrent choppy economic waters.

“Maybe in the past clubs were in bitcomplacent in terms of marketing toand understanding their fans andcustomers…but not anymore. They areseeking out more rigorous ways ofunderstanding their customer base,much like any other blue chiporganisation. And the Football FansIndex represents the most sophisticatedresearch resource yet for the footballindustry.”

The Football Fans Index joint venturewith TGI is the FFC’s response to thedemand for more information, offeringclubs the largest available database offans’ consumption patterns,demographic profile and brand affinityon a club by club basis.

Advertising guru Bill Bernbach oncesaid ‘Know your audience better thanthey know themselves’ and the indexseems to have taken the principles toheart. The survey brings to life the fansof every club, from brands todemographics to attitudes toconsumption. Information that caninform decisions on what sponsorshipsto engage in, what brands to sell spaceto, what products and merchandise tomarket.

West Ham are the latest advocates ofthe value of the index, according to IanTompkins, Head of Corporate Affairs.

“FFI data represents a giant leapforward in the data we have available,enabling us to market the club moreeffectively, both in terms of marketing toour existing fanbase, but alsoidentifying potential partnershipopportunities across many differentcategories.”

The Football Fans Index certainlyprovides a revealing portrait of WestHam fans. Far from a chirpy cockneysalt of the earth stereo type, West Ham’sfans are as diverse and as upwardlymobile as they come. They are behindonly Portsmouth and Fulham in thePremier League table of the averagefan’s personal income. Attitudinally theyare 15% more likely than the averagefan to pay more for organic food, 19%more likely to pay a premium for qualitywine, 23% more likely to buy from theinternet and 30% more likely to havethree cars in their household.

Their top ranked car brands are Jaguar,Mini and Saab, their favourite airline isBritish Airways and they are 21% morelikely than the average to be educatedat degree level. Humble Minty fromEastenders they are not.

It’s clearly a resource that themanagement at West Ham have takento heart. Alaine McNamee, theHammers’ Partnership Managercomments “FFI data has enabled us toget a better picture of our fans – whothey are, their purchase behaviour, theirmedia consumption habits and alsowhat they do in their spare time,allowing us to tap into their mindset andfully engage with them…. In the currenteconomic climate, having FFI data isessential for us to drive new revenueand also defend existing partnerships.Advertisers need reassurances that theyare spending money with the right club,and FFI data provides these.”

While a cross promotion betweenJaguar, BA and Laithwaites wine mightseem far fetched, clearly West Ham andthe Football Fans Index will change theway Hammers fans are marketed to.Just don’t mention it to Minty.

By Jon Busk

N“West Ham’sfans are asdiverse andas upwardly

mobile asthey come.They are

behind onlyPortsmouthand Fulham

in thePremier

League tableof the

averagefan’s

personalincome.”

For more information onfootball research pleasecontact Tim Gentles on

+ 44 (0)20 7665 4127tim@footballfanscensus.com

or Russ Budden +44 (0)20 8433 4094

Russell.Budden@BMRB.Co.Uk

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73Research Partner

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