Football Fans Index

The benefits of Football Fans Index FFI data will help you… … identify partnership opportunities by profiling your fans’ usage of 4,000+ brands within 500 product areas … sell advertising space by using a data source drawn from established market research surveys … understand football fans through comprehensive demographic, attitudinal, media consumption and purchase behaviour data

What is Football Fans Index? The Football Fans Index was formed by merging data from TGI data Target Group Index (TGI) to the Football Fans Census This creates a vast database of in-depth Football Fans consumer data on Census individual football clubs’ supporters.

… understanding football consumers

Arsenal FFI fans vs. average FFI fan Arsenal benefit from a youthful fanbase, adding to the traditional core of fans 15-24 25-34 35-44 45-54 55-64 65+ Arsenal FFI fans 35.4 31.8 20.3 8.1 3.2 All FFI fans 29.7 29.5 21.7 12.9 5 0% 25% 50% 75% 100% Source: Football Fans Index 2009

Key Attitudes of Liverpool FFI fans Trendsetters: like to try new drinks, usually the first to know what’s going on Keen motorists: Fashion conscious: like to drive fast, own like to wear designer eye-catching cars labels, shop at fashionable outlets Base: All Premier League FFI fans Source: Football Fans Index 2009

The value of Sheffield Wednesday FFI fans Across many different sectors, Sheffield Wednesday FFI fans spend more than the average Average spend (% more than the average FFI fan) Menswear 12 Mobile bill 10 Computer games 9 Main TV 4 Consoles 4 Holiday 4 0 5 10 15 Source: Football Fans Index 2009

… selling advertising and identifying sponsorship opportunities

Chelsea FFI fans are sponsorship and ad receptive Chelsea FFI fans are responsive to sponsorship and advertising % more/less likely than average FFI fan to agree I tend to buy products from companies +46% who sponsor sports teams and events Advertising helps me choose what I buy +20% Advertising helps me make the best +23% purchases Base: All Premier League FFI fans Source: Football Fans Index 2009

Samsung digital camera owners - % more/less likely to own Our data can demonstrate clear sponsor value Chelsea +23 Blackburn +11 FFI fans Man Utd +5 Portsmouth +2 Everton -8 Hull -33 -40 -30 -20 -10 0 10 20 30 % more/less likely Base: All Premier League FFI fans Source: Football Fans Index 2009

Adidas shoppers - % of club’s FFI fans who have bought Adidas trainers in the last year The top three clubs’ kits are made by Adidas Source: Football Fans Index 2009

Key product sectors - Heavy consumers of product : % more/less likely than average FFI fan Our depth of insight demonstrates clear differences between club fans Brown and other sauces +41% More likely Cheese +26% Draught lager +12% Bottled beer and stout +11% Brown bread +10% Energy drinks - 80% Less likely Tomato ketchup - 32% Fresh ground coffee - 26% Cereal bars - 23% Bottled mineral water - 14% Base: All Premier League FFI fans Source: Football Fans Index 2009

Top brands We can identify best-fit sponsors and suppliers +40% +34% +26% +24% +22% +22% +21% +21% Base: All League One FFI fans Source: Football Fans Index 2009

Example: Arsenal FFI fans and Sainsbury’s

Arsenal FFI fans are quality conscious Arsenal FFI fans are prepared to pay more for quality. They consider themselves likely to convince others about food and healthy living 72% agree it’s worth paying extra for quality goods 62% only shop at supermarkets that sell good quality fresh food 43% agree it’s worth paying extra for good quality beer 38% are prepared to pay more for good quality wine They are 25% more likely to be ‘very likely’ to convince others about food ..and 26% more likely to be ‘very likely’ to convince others about healthy living Source: Football Fans Index 2009

Arsenal FFI fans and Sainsbury’s 23% more likely to do their 33% more likely to do their regular main shopping at top-up shopping at Sainsbury’s Sainsbury’s 23% more likely to have bought 15% more likely to have furniture and fittings at bought clothes at Sainsbury’s Sainsbury’s (in the last 3m) (in the last 3m) Source: Football Fans Index 2009

Reaching Sainsbury’s shoppers A higher proportion of Arsenal FFI fans shop at Sainsbury’s % of FFI fans who do their main weekly shopping at Sainsbury's Arsenal 25% Aston Villa 22% Liverpool 19% Newcastle 19% Man Utd 18% Everton 17% Man City 16% Wigan 13% 10% 15% 20% 25% 30% Source: Football Fans Index 2009

Summary FFI data will help you… …use limited budget more effectively … identify partnership opportunities … sell advertising space … understand football fans

Contact Tim Gentles Managing Director Football Fans Census The Media Centre 19 Bolsover Street London W1W 5NA tim@footballfanscensus.com +44 (0)7749611480

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Football Fans Index

by Tim Gentles on Jun 25, 2009

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Football Fans Index — Presentation Transcript