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 has become more nuanced

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

FAN DNA

FAN DNAAWARENESSACCEPTANCE

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

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

WORD OFMOUTHTWEET

BUYINGENJOYING

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 byan independent expert modeling and analytics agency.

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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

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

TREND POSITIVE GAME EXPERT CONNECTION FAN

x1.9

x1.6

9% 13% 25%

Sponsor BuyAmplifySport Buy

Sponsor BuyAmplifySport Buy

Sponsor BuyAmplifySport Buy

AGE

GENDER

INCOME

SPORTS INTEREST

SALES RELATED BEH AVIOUR OF THE TOP 3 SEGMENTS

Researched products & services

Became more trusting of a brand

Started conversations about a brand

Bought products or services

Recommendeda 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 EXPERTTREND POSITIVE CONNECTION FAN

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 has become more nuanced

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