Repucom | FAN DNA

INTERNATIONAL FOOTBALL SUMMIT 2014

CHANGES IN FAN DNA AND THE IMPACT ON THE SPONSORSHIP INDUSTRY

COLOGNE I 02.10.2014

MIKE WRAGG, GLOBAL HEAD OF RESEARCH

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

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

WORD OF MOUTH TWEET

BUYING

ENJOYING BUYING

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

GROUNDBREAKING EXPLORATION OF CHANGES IN FAN BEHAVIOUR

10 YEARS OF FAN INSIGHTS

INVOLVEMENT OF KEY PLAYERS

» 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

+

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

AON FIFA

NFL

Manchester City FC

Neuro Insights

FAN DNA FOUNDATIONAL RESEARCH » 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.

» Media & Technology Behaviour » Consumer Behaviour

MetaMetric Integrated marketing analytics

FIRST GLOBAL FAN BEHAVIOUR SEGMENTATION IN SPORT

GM

THE 7 BEHAVIOURAL SEGMENTS

Global Average %

x

TREND POSITIVE

9

Love my sport. Love what it says about me.

GAME EXPERT

13

All about the sport, everything else is a distraction.

CONNECTION FAN

25

It’s about participating, it brings people together.

ARMCHAIR FAN

18

Something to watch on my own.

BUSY

18

If only I had time!

DISENGAGED

6

What’s all the fuss about?

CYNIC

11

It’s all a con!

THE 7 BEHAVIOURAL SEGMENTS IN 4 KEY MARKETS

Global Average %

x

TREND POSITIVE

9

5

10

10

17

GAME EXPERT

13

18

16

15

4

CONNECTION FAN

25

17

32

26

36

ARMCHAIR FAN

18

19

12

21

9

BUSY

18

20

11

12

25

DISENGAGED

6

6

5

5

5

CYNIC

11

15

15

11

3

THE BEHAVIOURAL CONSUMER COMPARISON OF TOP 3 SEGMENTS

TREND POSITIVE

GAME EXPERT

CONNECTION FAN

GENDER AGE INCOME SPORTS INTEREST Sponsor Buy Amplify Sport Buy

x1.9

9%

Sponsor Buy Amplify Sport Buy

Sponsor Buy Amplify Sport Buy

13%

25% x1.6

SALES RELATED BEHAVIOUR OF THE TOP 3 SEGMENTS

TREND POSITIVE

CONNECTION FAN

GAME EXPERT

Researched products & services

2.4

1.3

1.0

Became more trusting of a brand

2.6

1.9

0.7

Started conversations about a brand

2.0

1.7

1.0

Bought products or services

2.5

1.5

1.0

Recommended a brand

2.3

2.2

0.7 Global Average = 1.0