The gemba Sports and Entertainment Report (gSER) provides a detailed analysis of consumer behavior and emotional connections to 15 sports and 13 entertainment properties in China. The report is based on a survey of 2,100 Chinese consumers across 9 cities. It aims to understand the underlying motivations and drivers of consumer engagement with sports and entertainment to inform strategic planning and sponsorship opportunities. The gSER uses "passion" as a key metric to analyze different properties' consumer profiles and provides a unique global perspective on the Chinese sports and entertainment landscape.

1. gSER
CHINA
gemba SPORTS AND
ENTERTAINMENT
REPORT
gemba SPORTS AND ENTERTAINMENT REPORT © 2011 GEMBA GROUP
© GEMBA GROUP 0

2. About gemba
gemba is a top tier Management and Marketing Consultancy that specialises in the Sports, Media
and Entertainment Industries.
• At the heart of any of our work is an in-depth understanding of consumers. Although it is important
to understand what consumers are doing, the “what” is superficial if we do not understand the
“why”.
• The development of the gemba Sports & Entertainment Report was a result of a need to
understand “why” consumers engage with sports and entertainment brands as a means of self
expression or self actualisation. The gemba Sports and Entertainment Report was developed
initially through qualitative research to explore the reasons and motivations behind behaviour.
These insights were used to help shape the quantitative questionnaire.
• The Sports & Entertainment report yields quantified information and insights into the behaviour
and emotional connection consumers have with the Sports and Entertainment properties.
gSER research © GEMBA GROUP 1

3. What is the gemba Sports and Entertainment report (gSER)?
The gemba Sports and Entertainment report (gSER) package provides a detailed analysis of the
China sports and entertainment landscape with the ability for clients to access an extensive
database for more tailored insights.
Regular detailed reports and strategic analysis enables:
• Full understanding of the sport and entertainment landscape
• Effective planning
• Performance review
• Opportunity identification and sales tool for sponsorship proposals
• Full understanding of consumer engagement
gSER research © GEMBA GROUP 2

4. The Report looks in depth at 15 Sports and 13 Entertainment
properties
15 SPORTS
Running/ Basket- Table Swimm- Gymnast- Martial Snooker/
Badminton Football Diving Volleyball Tennis Golf Athletics Cycling
Jogging ball Tennis ing ics Arts Pool
13 ENTERTAINMENT
Chinese Live Music International Theme Live Pub Entertainment Theatre/ Chinese Electronic
Karaoke Museums Live Comedy Disco/ Clubs
Movies Concerts Movies Parks Bands in Macau Plays Opera Games
gSER research © GEMBA GROUP 3

5. The report is driven by the need to make better informed, fact based
decisions
1 2 3
Understand the “Why” Sports vs. Entertainment Informed Response
The underlying drivers and the To view sports and To provide a detailed analysis
level of engagement with sports entertainment together as seen of key measures on a regular
and entertainment that shapes by consumers – not as rights basis to assist decision-making
the “what” holders or marketers
Methodology
• Sample size: 2100 responses
• Methodology: via a 40-minute face to face interview
• 50% Male/Female, aged 16 - 65 years, split evenly across 16 - 29, 30 - 44 and 45 – 65
• Markets: Covering 9 cities - Shanghai, Beijing, Guangzhou, Nanjing, Chengdu, Shenyang, Xian, Hefei and Dalian -
reflecting actual population across the cities
• Data are weighted by age, gender and location according to the latest China Census data
gSER research © GEMBA GROUP 4

6. Using „passion‟ as a metric for gauging the level of engagement is the
key to understanding an entertainment‟s consumer profile
gSER research © GEMBA GROUP 5

7. gemba‟s gSER report is the only study of its type that analyses sport &
entertainment from a global perspective
gSER research © GEMBA GROUP 6