Dubai Sports CouncilBarriers to Attending Games in Stadium – FinalQuantitative ReportSynovate & CARAT findingsMay 2009
Barriers to AttendingGames in Stadium –Final QuantitativeReport• Prepared for: Dubai Sports Council and CaratSport• Prepar...
3© Synovate 2009Presentationstructure• What is the background to thisresearch?• Objective• Methodology• Executive Summary•...
What is thebackground to thisresearch?
© Synovate 2009 08-0247 5What is the background to this research?• The hallmark of any great countries sporting culture be...
© Synovate 2009 08-0247 6What are the main objectives for thisresearch?• Leagues interested in, and extent of interest• Lo...
© Synovate 2009 08-0247 7How has the research been conducted?• The research was conducted only in the Emirate of Dubai, am...
Executive Summary
© Synovate 2009 08-0247 9Executive Summary• Despite poor attendance in stadiums and a perceived lack of quality in the sta...
© Synovate 2009 08-0247 10• Reflecting the qualitative findings, we find that games on weekdays are not palatableto fans, ...
General Findings
© Synovate 2009 08-0247 12UAENational74%ExpatArab26%Sample DemographicsBase Respondents: All (n=120)18-2535%26-3438%35-452...
© Synovate 2009 08-0247 13Single43%Marriedwithoutchildren19%Marriedwithchildren38%Marital StatusSample DemographicsBase Re...
© Synovate 2009 08-0247 142340377141321628222330343530373281216432342UAE Football LeagueLa Liga (Spanish)English Premier L...
© Synovate 2009 08-0247 1549101524372Al Khaleej, Al SharjahAl ShababAl AinAl Wahda, Al JazeeraAl NasrAl WaslAl AhliClubs S...
© Synovate 2009 08-0247 16In the stadium- Friends11%On TV -Friends57%On TV - Alone32%Means of Following UFL gamesBase Resp...
© Synovate 2009 08-0247 17Reasons for NOT Watching Games in StadiumBase Respondents: Follow UFL but do not watch games in ...
© Synovate 2009 08-0247 18Ideal Day of the Week for GamesBase Respondents: All (n=120)5 3 3 5465712• It is clear that most...
© Synovate 2009 08-0247 19Ideal Time for Weekend and Weekday GamesBase Respondents: All (n=120)• On the outside of the clo...
© Synovate 2009 08-0247 20Reasons for NOT Watching Games in StadiumBase Respondents: Follow UFL BUT do not watch games in ...
© Synovate 2009 08-0247 21Frequency of watching games in the stadiumBase: Watch games in the stadium (n=14*)Mainly when th...
© Synovate 2009 08-0247 22Reasons for Watching Games in StadiumBase: Watch games in the stadium (n=14*)Helps me to feelHel...
© Synovate 2009 08-0247 2338312929331424333234353324412734More investment in foreign ‘star’ playersHave games at more conv...
© Synovate 2009 08-0247 24Concept of Sports Rivalry in the Media151759Makes me followup on gamesCreates spectatortensionsC...
© Synovate 2009 08-0247 25Expectation vs. Fulfilment of UFLBase Respondents: n=120020406080100High professional standard o...
© Synovate 2009 08-0247 268978767473686463626049494368681520261813243889Adequate parkingBig-screen monitorsAdequate restro...
© Synovate 2009 08-0247 27464681DubaiAbu DhabiAl AinSharjahWhich City has the Most Professional Clubs?Base Respondents: Al...
© Synovate 2009 08-0247 283881116102834211122232819332331111891812Best Stadium in UFLWide variety of merchLargest fan base...
© Synovate 2009 08-0247 29Perceived Improvement of UFLBase Respondents: All (n=120)Stillamateur4%Standardhas stayedthe sam...
© Synovate 2009 08-0247 30Seen Advertising for UFL? Where?17141622266875Cannot recallInternetBillboardSMSMagazinesWord of ...
© Synovate 2009 08-0247 31Satisfaction with WebsiteBase Respondents: All (n=120)ExtremelySatisfied , 17SomewhatSatisfied, ...
© Synovate 2009 08-0247 32Suggestions to UFL ChairmanBase Respondents: All (n=120)222014986551088Develop football playersH...
© Synovate 2009 08-0247 33Our curiosity is all yours.Thank you.!
Dubai Sports CouncilBarriers to Attending Games in Stadium – FinalQuantitative ReportGregory BolleManaging DirectorCARAT S...
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Carat sponsorship mena dubai - synovate - quantitative study - stadium barriers presentation - uae football - dubai sports council - gregory bolle - may 2009

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Carat sponsorship mena dubai - synovate - quantitative study - stadium barriers presentation - uae football - dubai sports council - gregory bolle - may 2009

  1. 1. Dubai Sports CouncilBarriers to Attending Games in Stadium – FinalQuantitative ReportSynovate & CARAT findingsMay 2009
  2. 2. Barriers to AttendingGames in Stadium –Final QuantitativeReport• Prepared for: Dubai Sports Council and CaratSport• Prepared by: Vishal Vasavada• Date: May 18th2009
  3. 3. 3© Synovate 2009Presentationstructure• What is the background to thisresearch?• Objective• Methodology• Executive Summary• General Findings© 2009. Synovate Ltd. All rights reserved.The concepts and ideas submitted to you herein are the intellectual property of Synovate Ltd. Theyare strictly of confidential nature and are submitted to you under the understanding that they are tobe considered by you in the strictest of confidence and that no use shall be made of the saidconcepts and ideas, including communication to any third party without Synovate’s express priorconsent and/or payment of related professional services fees in full.
  4. 4. What is thebackground to thisresearch?
  5. 5. © Synovate 2009 08-0247 5What is the background to this research?• The hallmark of any great countries sporting culture begins at the grassroots level,not least the development of the local leagues.• In this respect, the UAE set themselves on the way to creating a great footballingtradition through the establishment of the first professional football league in thecountry, the UFL.• Established in 1973, there are currently 12 teams competing for glory. However, thelack of attendance at stadiums has unfortunately been endemic in the UFL.• The mission statement of the Dubai Sports Council is to “Inves(t)..the revenues aswell as the capabilities to set up an ideal sporting sector to make Dubai a pioneeringmilestone in sports”.• In order to create this heritage, DSC would like to understand why people do notattend football games in the stadium. The following study, conducted in conjunctionwith Carat Sport follows on from a preceding qualitative study with similar objectives.
  6. 6. © Synovate 2009 08-0247 6What are the main objectives for thisresearch?• Leagues interested in, and extent of interest• Local football clubs supported• Mode of watching the game (Stadium, TV)• Reasons for and against watching games in the stadium, and motivators towards live viewing ofgames• Optimal time and day for games• Extent of UFL matching up to ideal football league• Evaluation of advertising and professional standards of the UFL• Perception of football clubs in the UAE• Optimum balance of local versus international talentThrough the study we tried to uncover:
  7. 7. © Synovate 2009 08-0247 7How has the research been conducted?• The research was conducted only in the Emirate of Dubai, among UAE Nationalsmainly, with a smattering of Expat Arabs and other GCC Nationals.• The sample was then sub-grouped based on age levels, gender, and nationality.• A total of n=120 interviews were conducted.• The report will present results on a total sample level; where significant, results will beanalysed by individual sub-groups and summarised above each total level chart.• Interviews were conducted face-to-face with the respondent, who was contactedthrough random street intercepts in locations all around Dubai.• The average duration of a typical questionnaire was 20 minutes.• The following presentation will focus independently on quantitative while drawing onsome findings from the qualitative report.Sample Criteria and Methodology
  8. 8. Executive Summary
  9. 9. © Synovate 2009 08-0247 9Executive Summary• Despite poor attendance in stadiums and a perceived lack of quality in the standardof players in the UFL, there is a definite interest in the league as such.• Although fans desire a greater proportion of international players than local, we cansee from the qualitative that it is not ‘international’ in the sense of the player’snationality, but rather their standard.• Due to exposure to other international leagues, fans here expect to see their playersbehave like other players in professional leagues and even emulate them.• How else can the standard of the local player improve, apart from their behaviour?Only through grassroots development, which is another big rallying cry from fans.• The biggest barrier towards stadium attendance is the preference to watch the gameon TV, the stadium facilities, and the inconvenient timings of the games.• Lack of proper parking facilities is another major concern that needs to be addressed.
  10. 10. © Synovate 2009 08-0247 10• Reflecting the qualitative findings, we find that games on weekdays are not palatableto fans, and anytime before 6 pm is considered early. If we were to pick an optimumtime and day for games to be held, it would be Thursday between 9 and 10 pm.• The lack of atmosphere in the stadium can be stirred up with help from the media, ofwhich newspapers are most visible to fans.• The standards of the UFL are seen to be improving ever so slightly, while many fansbelieve the standard hasn’t changed much in either direction.Executive Summary
  11. 11. General Findings
  12. 12. © Synovate 2009 08-0247 12UAENational74%ExpatArab26%Sample DemographicsBase Respondents: All (n=120)18-2535%26-3438%35-4527% Less than15,000AED23%AED15,001 andabove77%NationalityAgeMonthlyHouseholdIncome
  13. 13. © Synovate 2009 08-0247 13Single43%Marriedwithoutchildren19%Marriedwithchildren38%Marital StatusSample DemographicsBase Respondents: All (n=120)Very Interested,69Quite Interested,31• Over half the sample are married.• We spoke mainly to football ‘fanatics; nearly 70% are Very Interested in football. The younger they are, themore likely they are to express a passionate interest in the sport.Level of Interest in Football
  14. 14. © Synovate 2009 08-0247 142340377141321628222330343530373281216432342UAE Football LeagueLa Liga (Spanish)English Premier LeagueSerie A (Italian)French LeagueBundesliga (German)Infrequently Occasionally Regularly Every gameFootball Leagues Followed and FrequencyBase Respondents: Total (n=120) + Frequency Base=Those Interested in Each League• The findings below in terms of football leagues followed resonates with the qualitative; Locals are mostinterested in their own league. 94% of those we spoke to follow UFL in some capacity, and nearly half of themfollow it in a dedicated manner.• We found from the qualitative research that fans appreciate skill; therefore it is no surprise that La Liga isranked second.
  15. 15. © Synovate 2009 08-0247 1549101524372Al Khaleej, Al SharjahAl ShababAl AinAl Wahda, Al JazeeraAl NasrAl WaslAl AhliClubs Supported in the UAEBase Respondents: Follow the UFL (n=115)• As this survey was conducted in Dubai, it is understandable that the majority of respondents support clubsbased in the Emirate.• However, there is a following for Abu Dhabi and Al Ain clubs as well. Al Jazeera is quite popular among ExpatArabs.
  16. 16. © Synovate 2009 08-0247 16In the stadium- Friends11%On TV -Friends57%On TV - Alone32%Means of Following UFL gamesBase Respondents: Follow the UFL (n=115)• The most common way of following UFL games is watching on TV with friends. The next slide exploresreasons why people stay away from the stadium.• Overall, TV viewership of the UFL is most common among 89% of the respondents, which represents a hugeuntapped opportunity to bring fans through the turnstiles.
  17. 17. © Synovate 2009 08-0247 17Reasons for NOT Watching Games in StadiumBase Respondents: Follow UFL but do not watch games in stadium (n=101)2539464657Distance of stadiumfrom home/workplaceLack of parkingfacilitiesTimings are notconvenientThe conditions instadium (heat)Prefer to watch gameson TV• Similar to the qualitative findings, we see that reliability on television tends to be a common ‘excuse’ for notattending games in the stadium.• However, factors such as the stadium facilities and inconvenient timings of games are also cited to explainlack of stadium attendance.
  18. 18. © Synovate 2009 08-0247 18Ideal Day of the Week for GamesBase Respondents: All (n=120)5 3 3 5465712• It is clear that most respondents prefer games to be held on days which allow a cushion from work the nextday.
  19. 19. © Synovate 2009 08-0247 19Ideal Time for Weekend and Weekday GamesBase Respondents: All (n=120)• On the outside of the clock, you will see the preference for WEEKEND time-slots, while the %’s on the insideof the clock denote the inclination towards timespans in the WEEKDAY.• Both the 6-9 and 9-12 slots are equally popular, however for a Thursday (which is still a weekday), the 9 pm-10pm slot is ‘prime’.14 %28%16%18 %15%
  20. 20. © Synovate 2009 08-0247 20Reasons for NOT Watching Games in StadiumBase Respondents: Follow UFL BUT do not watch games in stadium (n=101)56810111120212423Cannot smoke inside stadiumLack of information about gamesStadium is old, worn-outDifficult to get ticketsMy team not performing well nowPrefer other football leaguesNo big screensNo atmosphere/passion in the stadiumPrices of tickets are too highUFL is not exciting enough• Also mentioned as barriers is the lack of excitement in the league as well as in the stadium, and the highprices of tickets.
  21. 21. © Synovate 2009 08-0247 21Frequency of watching games in the stadiumBase: Watch games in the stadium (n=14*)Mainly when thereis a ‘big’ game on21%Every 3 weeks21%Every 2 weeks29%Once a month7%Every week21%• Please note that the base size for those who watch games in the stadium is stastically insignificant, so thefindings below should be treated as inferential, rather like qualitative research.
  22. 22. © Synovate 2009 08-0247 22Reasons for Watching Games in StadiumBase: Watch games in the stadium (n=14*)Helps me to feelHelps me to feelcloser to my teamcloser to my teamBecause I goBecause I gotogether in a grouptogether in a groupof friendsof friendsTV is no match forTV is no match forwatching game inwatching game instadiumstadiumI like to showI like to showsupport to my teamsupport to my team• Again, as we are looking at a very small base, it is important to only draw inferences on the reasonsmentioned below.• Below are key reasons mentioned by at least half of the non-stadium goers.
  23. 23. © Synovate 2009 08-0247 2338312929331424333234353324412734More investment in foreign ‘star’ playersHave games at more convenient timeMore entertainment in the stadium (pre-match etc)More entertainment facilities in stadiumMore promotional efforts from the UFL about gamesMore faciilites for families/childrenMerchandising at the stadiumCheaper ticketsVery Big Difference Quite Big DifferenceInfluencers to Watch Games in Stadium: T2BBase Respondents: Follow UFL BUT do not watch games in stadium (n=101)• Below are some key motivators (based on top 2 box ranking) towards watching games in the stadium.• Again we see the importance that the timing of the game plays in influencing attendance.• Fans also believe that investment into foreign players may increase the excitement levels of the UFL. Thiswas echoed, especially by Expat fans, in the qualitative research.PrimarilyInternationalTalent , 49A Mix,23Primarily LocalTalent, 28Ideal Composition of Players in UFL
  24. 24. © Synovate 2009 08-0247 24Concept of Sports Rivalry in the Media151759Makes me followup on gamesCreates spectatortensionsCreatescompetition &enthusiasmYes38%No62%Does the Media Create Rivalry?Base Respondents: All (n=120)Reasons for Liking Media RivalryBase Respondents: Believe in Media Rivalry (n=46)• The idea of creating rivalry between teams in the media is welcomed by fans, but currently there is not quiteenough of it as per their perceptions.• Creating rivalry is a good way of generating passion and enthusiasm in the game, and can help to counter apreviously mentioned objective about the UFL ‘not being exciting enough’.
  25. 25. © Synovate 2009 08-0247 25Expectation vs. Fulfilment of UFLBase Respondents: n=120020406080100High professional standard ofplayersWorld-class InternationalsProfessionally managedGrassroots developmentHigh quality stadiumsHigh standard of refereeingState-of-the-art stadiumsQuality of merchandisingPromotional schemesAppeals to all walks of lifeIdeal League UFL%Comparison of Ideal League vs UFL• The chart below plots the disparity between expectation from a ‘perfect’ football league, and the fulfillment ofthose needs through the UFL.• As we can see, the biggest gap can found in terms of the standard of the players in the UFL.• On the other hand, the UFL performs well in terms of promotional schemes, as well as having a mass appeal.
  26. 26. © Synovate 2009 08-0247 268978767473686463626049494368681520261813243889Adequate parkingBig-screen monitorsAdequate restroom facilitiesProfessional catering with variety of F&BAvailability of team merchandiseAvailability of refreshmentsSeparate womens seating areaFacilities for childrenStewards/stewardesses welcoming to stadiumPre-match and half-time entertainmentReasonable ticket pricesMusic during gameAuthorization to smokeT2B=Very + Somewhat Important B2B=Very + Somewhat UnimportantImportance of Stadium ExperienceBase Respondents: All (n=120)• When thinking about the stadium experience, fans are quite concerned with the ‘basics’: parking, restrooms,catering.
  27. 27. © Synovate 2009 08-0247 27464681DubaiAbu DhabiAl AinSharjahWhich City has the Most Professional Clubs?Base Respondents: All (n=120)• The professionalism of Dubai and Abu Dhabi clubs are considered to be on par
  28. 28. © Synovate 2009 08-0247 283881116102834211122232819332331111891812Best Stadium in UFLWide variety of merchLargest fan baseMost professional mgmtBest websiteBest communicationsAl Jazeera Al Ain Al Ahli Not one stand-out All clubsClub AssociationBase Respondents: All (n=120)• The clubs with the most outstanding images tend to be Al Jazeera, Al Ain and Al Ahli.• In terms of a good website, no one club seems to have a huge advantage over the other. However, we seefrom the qualitative that the website is not an ideal way to connect to fans anyway.
  29. 29. © Synovate 2009 08-0247 29Perceived Improvement of UFLBase Respondents: All (n=120)Stillamateur4%Standardhas stayedthe same38%A littlemoreprofessional36%A little lessprofessional9%Much moreprofessional13% Still anamateurleague1%Perfectlyprofessional2%Standardhas stayedthe same45%A littlemoreprofessional34%Little/lot lessprofessional4%Much moreprofessional15%Professionalism Branding• By and large, the UFL has made basic improvements if any at all in terms of bettering their standards over theyears.
  30. 30. © Synovate 2009 08-0247 30Seen Advertising for UFL? Where?17141622266875Cannot recallInternetBillboardSMSMagazinesWord of Mouth from FriendsTelevisionNewspaperYes73%No27%Base Respondents: All (n=120)Base Respondents: Seen Ads for UFL (n=88)• Positively, nearly 3 out of 4 respondents recall seeing some sort of advertising for the UFL.• The media with most recall by far are newspaper and television
  31. 31. © Synovate 2009 08-0247 31Satisfaction with WebsiteBase Respondents: All (n=120)ExtremelySatisfied , 17SomewhatSatisfied, 52Neither Satisfiednor Dissatisfied,22Somewhatdissatisfied , 6Extremelydissatisfied , 4Satisfaction with WebsiteA littleprofessional11%Average20%Very amateur6% Amateur52%Veryprofessional11%Professionalism of Website• 45% of respondents interviewed were aware of the UFL website; of them, close to 70% are satisfied to somedegree with it. However, it could be doing a lot more in terms of professionalism.Base Respondents: Aware of UFL Website (n=54)Base Respondents: Aware of UFL Website (n=54)
  32. 32. © Synovate 2009 08-0247 32Suggestions to UFL ChairmanBase Respondents: All (n=120)222014986551088Develop football playersHire world class international playersMore organised facilities in the stadiumAvailability of coaching expertsDevelop football at grass roots levelDevelop management of football clubsAvailability of big screens/more screensMore promotional efforts from UFL to increase spiritDont use foreign coaches & playersDevelop new football clubsProfessional referees• Many different suggestions were put forth by fans in a hypothetical discussion with the UFL chairman; beloware a selection of the best comments.• Again, the cry for more international talent is reiterated.
  33. 33. © Synovate 2009 08-0247 33Our curiosity is all yours.Thank you.!
  34. 34. Dubai Sports CouncilBarriers to Attending Games in Stadium – FinalQuantitative ReportGregory BolleManaging DirectorCARAT Sponsorship MENAg.bolle@carat-me.com / 050 435 4846Sebastien SayeghExecutive Account ManagerCARAT Sponsorship MENAs.sayegh@carat-me.com / 050 103 3886

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