The document provides information about global and Romanian football consumers from market research reports. It summarizes that the global football fan is typically a married man between 16-44 years old with above average education who consumes 25% more media. In Romania, the average fan is also a married man between 14-44 with above average education and income. Brands focus sponsorship on major international competitions that attract broad, global audiences.

1. THE FANSTATISTICS AND DATA

2. “Some people can only see LED perimeter
advertising, but what every company should
follow is building an association between the
brand and the consumer through emotional
connection. Media exposure is vital to amplify
brand story-telling. If people do not know that a
brand is a Champions League sponsor, there are
small chances to affect their consumption
behavior, because fans do not have to tendency
to choose brands they do not know.’’
1:6
„We know that the beautiful game has the power
to unite like no other sport – and connecting
people and their passions is a very big part of what
we do. In terms of measuring a return on
investment, we conduct regular media evaluation
on our sponsorship assets. This looks at a number
of factors, but mostly focuses on the value of
television exposure. We would normally expect
somewhere in the region of a 6-1 return on our
sponsorships – that is $6 worth of TV exposure for
every $1 invested. We also carry out studies in
different markets to determine how effective the
investment has been from an awareness and
engagement point of view and whether we need to
do more to produce the right results. „
Sursa : Insights by Repucom

3. Football games and sports in general have been at the core of the
development and profitability of the media industry for over 50 years.
Starting with the huge audiences attracted by sport events in front of the
magic black box, which evolved from black and white images to 4K and
finishing up with fan battles on social media and mobile broadcasting,
global and national brands and football fans have always felt the emotions
of competitions together.
On a global level, brands focus on the World Cup, the European
Championships and other continental competitions, such as the Champions
League or the Europa League, which manage to attract homogeneous
audiences in terms of preferences and heterogeneous audiences in terms of
geographical markets. These competitions have the advantage of a global
exposure, which can be hardly achieved through classical TV advertising.
How does the global football consumer look like? Who is the person to
whom brands are communicating?
According to “Insights” by Repucom, the global football fan is a man,
between 16 and 44 years old, with an above average education.
The football lover is different to other people around him, but he is exactly
what brands are looking for, an active man. He practices sports, travels and
has an active social life, being often seen at concerts, events and at the
cinema.
The global fan is well ahead of everyone else in terms of information,
digesting 25% more media than an usual person and therefore, he has a
high appetite for consume and is ready to pay for his passions.

4. The supporter is the most important ingredient of any sport. Here, every penny spent
and every decision made revolves around the fan.
Understanding who and where the fans are and why they support their favourites is
essential for any sport related commercial activity. The fans are the fuel of the industry.
They are the central point of the commercial universe of sports.
64% 36%
MALE FEMALE
GENDER
EDUCATION
LOW
MEDIUM
HIGH
15%
40%
45%
DEMOGRAPHICS
16-24
25-34
35-44
45-54
55-69
20%
28%
20%
18%
13%
SINGLE
IN A RELATIONSHIP
MARRIED
35%
12%
54%
THE GLOBAL FOOTBALL CONSUMER
Sursa : Insights by Repucom

5. The way in which sport is consumed is constantly changing. Today, technology
brings fans closer to the sport more than ever. They can choose not only the type
of sport content they want, but also the way the way to consume it – anytime and
anywhere. Fans and emergent markets are more and more associated with sport,
more than anywhere else around the world.
INTERESE
TRAVEL
FILMS AND MUSIC
TV SPORTS
SPORTS IN GENERAL
AVERAGE PERSON FOOTBALL FAN
INTERESTS
80%
78%
76%
74%
75%
71%
55%
53%
MEDIA CONSUMPTION
FOOTBALL FANAVERAGE PERSON
75%
76% 90%
46%
60%
65%
33%
32%
45%
49%
mobile
tv
radio
print
internet
INTERESTS
Source : Insights by Repucom
THE GLOBAL FOOTBALL CONSUMER

6. EDUCATION
UNIVERSITY
OTHER DEGREE
HIGH SCHOOL
23%
45%
32%
SINGLE
OTHER
MARRIED
31%
12%
57%
CIVIL STATUS
AGE
14-24
25-34
35-44
45-54
55-69
19%
20%
20%
17%
24%
77% 23%
MALE FEMALE
DEMOGRAPHICS
Source : SNA Focus, 14-74 urban
THE ROMANIAN FOOTBALL CONSUMER

7. Brands that communicate locally through sport follow the line between
distribution and sales, so they focus on the specificity of each geographical
area.
A team can be supported by a national or a local brand (which covers only a
region or a town) – everything depends on the fans’ disposable income and
purchasing power.
In Eastern Europe, the budget of each fan is still small and 80% of it is
focused on covering household expenses and ensuring a decent lifestyle.
In Romania, according to the National Audience Study (SNA Focus), the
average football fan is a married man, with an above average education,
between 14 and 44 years old and above average income.
The Romanian football consumer is similar to the global consumer.
Project
Team
Victor Voicu
Catalin Boier
Cristian Gheorghe