sportaccord madrid may 2003 nigel geach director sports marketing surveys “understanding the...

sportaccordMadridMay 2003

Nigel GeachDirectorSports Marketing Surveys

“Understanding the Issues and Opportunities in Motorsport”

Sports SurveysLtd.

MarketingQuality Research for Management Action

(c) 2003 Sports Marketing Surveys Ltd.

Or:Or:

It isn’t just about big numbers -It isn’t just about big numbers -THERE ARE REAL MOTORSPORT THERE ARE REAL MOTORSPORT

FANS OUT THERE!FANS OUT THERE!


Independent, international Sports Market Research Agency Established for nearly 20 years Research all aspects of sport - golf, tennis, football etc. etc. Wide range of clients

Federations Sponsors Rights Holders Manufacturers Tourist Boards Event Organisers

A FULL SERVICE MARKET RESEARCH AGENCY

Why are we qualified to comment?Why are we qualified to comment?


Background of the ResearchBackground of the Research

Sports Marketing Surveys carried out research amongst 8000 motorsport fans across the

world during the latter part of 2002.


The Motorsport LandscapeThe Motorsport Landscape

International Formula One CART World Rally MotoGP IRL Superbikes Formula Three

National NASCAR Touring Cars National Series

to name a few …...


MotorsportMotorsport

Truly Global Coverage


Big NumbersBig Numbers

Formula One race (Live)

MotoGP (Live) WRC (Highlights)

10/12 Million in Italy3 Million in Spain1.4 million in UK

Therefore cumulatively including Highlights, Sports Programmes, Features

and News Programmes - RESULTS ARE VAST


Behind the NumbersBehind the Numbers

The Motorsport Fan

The target market for the TV broadcast!

The focus of a special report


Who is the motorsport fan?Who is the motorsport fan?

Mostly male - 70% + Particularly for WRC, MotoGP and NASCAR

Aged 30-40 years WRC youngest, NASCAR & IRL oldest

Average income $35-65,000 p.a. WRC and MotoGP - more junior management IRL, CART & NASCAR - more senior management Formula One - all sectors

Note: Data excludes students


Other Sporting Interests?Other Sporting Interests?

Fans tend to have a favourite sport but an added interest in other motorsports

Formula One has the greatest cross over even amongst CART and NASCAR fans

Motorsport fans also interested in:Outside USA: USA:

Soccer American FootballTennis Ice HockeySkiing/snowboarding Baseball


Motorsport fans are loyal:Motorsport fans are loyal:

Average Years Following

IRL 10+ CART 10+ NASCAR 10+ Formula One 6 - 10 World Rally 3 - 5 Superbikes 6 - 10 Moto GP 6 - 10

World Rally Championships show the greatest influx of fans in recent years

Males are longer term fans than females


Motorsport fans also attend racesMotorsport fans also attend races

Where possible motorsport fans attend races 85% have ever attended CART and NASCAR most regularly

Attendance is preferred to TV: Atmosphere, seeing the competitors, making a day of it!

Reasons for non-attendance: Personal circumstances, cost, distance

Some fans didn’t know where to buy tickets!!


Motorsport Fans buy merchandiseMotorsport Fans buy merchandise

75% owned some merchandise the older the fan the more they own!

60% of merchandise owned is team specific Caps and shirts most popular Purchase is prohibited by:

High costs Sourcing merchandise Not supporting a particular team Not liking merchandise available


Is all motorsport the same?Is all motorsport the same?

All are exciting - Formula One & MotoGP less But other images are apparent:

Formula One = cutting edge, expensive WRC = extreme, brilliant MotoGP = brilliant, dangerous Superbikes = brilliant, ultimate sport CART = cutting edge, dangerous NASCAR = fun, dangerous IRL = dangerous, fun


Has the loud noise made Has the loud noise made an impact?an impact?


Spontaneous Sponsor AssociationSpontaneous Sponsor Association

Spontaneous Association of Top Sponsor by Motorsport

45 4440

31

2421

11

0

5

10

15

20

25

30

35

40

45

50

MotoGP FormulaOne

CART IRL WorldSuperbikes

NASCAR WRC

%


Top Five Associated SponsorsTop Five Associated Sponsors

Moto GP Formula One

CART IRL World Superbikes

NASCAR WRC

Repsol Marlboro FedEx Pennzoil Castrol Budweiser Pirelli

Marlboro

West Players Marlboro Infostrada Winston Total

Nastro Azzurro

Vodafone Target Chevrolet Michelin Dupont Martini

Telefonica Shell Kool Delphi HM Plant Home Depot

555

West HP (Now

Compaq)

Bridgestone Firestone Corona Miller Marlboro


Factors that effect Factors that effect Sponsorship AssociationSponsorship Association

Time involved in the sport, with team …. Branding opportunities - on car/bike, at track Leverage and activation links Clutter within sponsorship environment - on

car, exclusive category Sector of sponsor - (e.g. Linked to motorsport -

oils, tyres):easier associationgood team performance is recognised as good

product.


Sponsorship encourages Sponsorship encourages purchasingpurchasing

No effect26%

Would Consider

21%

Have Purchased

24%

More Aware29%


How does this compare to How does this compare to other sports?other sports?

Unprompted awareness of sponsors

World Cup Soccer 36% - 5%

Olympic Games 72% - 2%

Motorsport 45% - 1%

Asian Games 31% - 1%

Sailing 42% - 1%


ConclusionsConclusions

“Big audiences are real people”

Motorsport fans: are loyal buy merchandise follow other sports are aware of the top sponsors would buy sponsors products, more so if they

perform


The Courtyard, Wisley Surrey, GU23 6QL, United Kingdom

Tel. +44 (0) 1932 350600Fax. +44 (0) 1932 350375

e-mail. [email protected]

www.sportsmarketingsurveys.com

Offices in UK, Australia, Belgium, Brazil, France, Greece, Italy, Japan, Korea, Spain and USA.

Independent and International Research Independent and International Research Services are provided by:Services are provided by:


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