For academic research, a survey was conducted to discover the motivations and behaviors of sports fans. It is hypothesized that consumers who are sports fans are motivated by the idea of being a part of the team.
In many ways, athletes, teams, and leagues invented the idea of loyalty. They have engendered the sort of passion and engagement that today’s consumer loyalty programs work hard to achieve. However, sports organizations cannot only rely on the loyalty that is generated by winning seasons and championship trophies. It will be increasingly important for organizations to understand fan behaviors and preferences to deliver experiences that nurture fans’ loyalty and extend it beyond the field.
For more visit: www.deloitte.com/us/SportsLoyalty
How Basketball Teams Drive Fan EngagementSimplyCast
Ever wondered how basketball teams engage their fans digitally? This guide will break it down and offer ideas for other teams to build a loyal fan base using marketing automation.
How Hockey Teams Drive Fan Engagement With Marketing AutomationSimplyCast
Hockey teams need more than a winning team to get fans. They need to engage them and interact with them. See how marketing automation makes that possible.
In many ways, athletes, teams, and leagues invented the idea of loyalty. They have engendered the sort of passion and engagement that today’s consumer loyalty programs work hard to achieve. However, sports organizations cannot only rely on the loyalty that is generated by winning seasons and championship trophies. It will be increasingly important for organizations to understand fan behaviors and preferences to deliver experiences that nurture fans’ loyalty and extend it beyond the field.
For more visit: www.deloitte.com/us/SportsLoyalty
How Basketball Teams Drive Fan EngagementSimplyCast
Ever wondered how basketball teams engage their fans digitally? This guide will break it down and offer ideas for other teams to build a loyal fan base using marketing automation.
How Hockey Teams Drive Fan Engagement With Marketing AutomationSimplyCast
Hockey teams need more than a winning team to get fans. They need to engage them and interact with them. See how marketing automation makes that possible.
Business pitch deck I designed a couple years back. Went for a textural feel with some simple and clean typography.
Keep in mind the copy was dictated by sales, and therefore is much heavier than I would have chose.
Inbound Marketing & Millennial Donors: A Perfect Marriage4Good.org
The Millennial Generation does not want direct mail from your nonprofit, nor do they want generic communications. To get to these early donors, 84% of which donate or want to donate online, you'll need to earn it through transformative content that effectively tells the story of your cause.
In this webinar learn how to utilize inbound marketing techniques to attract Millennial donors who live on their smartphones, and to how incentivize their giving to your fundraising efforts.
This is my presentation the The Incentive Show in Australia. It highlights some consumer insights into the Loyalty and Rewards Market and some tips from Perkler.com about how brands should engage with consumers through their loyalty programs.
How do marketers perceive fan engagement, how do fans and brands benefit from it? AUTHENTICITY, LOYALTY and DIALOGUE are attributes often mentioned.
Build your own opinion and share any best practices with the author.
Who is the public betting? Is anyone hotter than sports handicapper Joe Duffy of OffshoreInsiders.com? Gambling tips, weather, offshore steam and more.
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...WassermanMediaGroup
What is the value of social media? That is a question everyone seeks to answer. If selected to participate in SXsports 2015, this panel will provide attendees with a look into the ways that sports fans are using social media, how that use differs from non-fans, and how those insights can be used to more effectively engage with and target fans moving forward. Panelists will utilize research from The Social Media Scoreboard, a comprehensive and insightful report on social media and its influence on professional sports from Navigate Research and Wasserman Media Group, to help attendees understand the value of fan engagement and social media assets within sports sponsorship. Panelists will then discuss practical, best-in-class examples that have utilized this research to effectively optimize social media for fan engagement.
Business pitch deck I designed a couple years back. Went for a textural feel with some simple and clean typography.
Keep in mind the copy was dictated by sales, and therefore is much heavier than I would have chose.
Inbound Marketing & Millennial Donors: A Perfect Marriage4Good.org
The Millennial Generation does not want direct mail from your nonprofit, nor do they want generic communications. To get to these early donors, 84% of which donate or want to donate online, you'll need to earn it through transformative content that effectively tells the story of your cause.
In this webinar learn how to utilize inbound marketing techniques to attract Millennial donors who live on their smartphones, and to how incentivize their giving to your fundraising efforts.
This is my presentation the The Incentive Show in Australia. It highlights some consumer insights into the Loyalty and Rewards Market and some tips from Perkler.com about how brands should engage with consumers through their loyalty programs.
How do marketers perceive fan engagement, how do fans and brands benefit from it? AUTHENTICITY, LOYALTY and DIALOGUE are attributes often mentioned.
Build your own opinion and share any best practices with the author.
Who is the public betting? Is anyone hotter than sports handicapper Joe Duffy of OffshoreInsiders.com? Gambling tips, weather, offshore steam and more.
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...WassermanMediaGroup
What is the value of social media? That is a question everyone seeks to answer. If selected to participate in SXsports 2015, this panel will provide attendees with a look into the ways that sports fans are using social media, how that use differs from non-fans, and how those insights can be used to more effectively engage with and target fans moving forward. Panelists will utilize research from The Social Media Scoreboard, a comprehensive and insightful report on social media and its influence on professional sports from Navigate Research and Wasserman Media Group, to help attendees understand the value of fan engagement and social media assets within sports sponsorship. Panelists will then discuss practical, best-in-class examples that have utilized this research to effectively optimize social media for fan engagement.
With the abundance of platforms available to connect with your customer, some may consider email marketing an outdated format to reach their target audience. However, email is the most preferred channel for Millennials, and 77% of consumers said they prefer to receive permission-based marketing communications via email.
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENTBurst Insights
20 Premier League social video drills every sports club should practice to boost fan engagement. Insight taken from our 'Putting a Price on Social Video' research report. Visit www.burstinsights.com for more details.
A business plan overview for the Sports Fan Development Institute powered by Game Day Communications prepared for Mark Cuban in response to his "Stimulus" Business Plan Challenge.
I'm Raphael Louis Vitón (Raff), an innovation leadership & business transformation specialist. More than that, though, I help leaders move from 'innovation as practice' to 'innovation as lifestsyle'. What I do appears complex...its actually simple but not easy. It is however very rewarding for myself and those I work with. Want to know more?
Sports sponsorship is one of the few tools offering complete,
across the board opportunities to marketing professionals.
Competitive events transcend traditional language and overcome cultural and linguistic barriers, speaking in a uniform and consistent manner to wide-ranging audiences. Sport, adored in all its diverse manifestations, is the perfect partner for all the marketing activities of a company – from visibility to positioning, from the conquest of new markets to strengthening relations with customers.
And more than that, because the brand name/company becomes an integral part of the show, it can bypass the psychological barriers that the viewer erects against traditional advertising and is thus particularly effective in creating preferences for companies and products.
In the following pages we offer 10 tips for maximising the
effectiveness of sponsorship and sports marketing programmes.
www.rtrsports.co.uk
DO NOT view this document if you think you know what your fans care about most - (especially if you think that winning is at the top of their list).
As fans cut back on spending, professional sports teams need to capture more of their share of local entertainment dollars. A new major league innovation provides the most actionable blueprint for competitive advantage available today.
This presentation tells how providing emotional benefits to your customers can build strong brand.
Here I've shown how Kolkata Knight Riders despite being loser on the ground always win over their fans!
Webinar: Revolutionize your Business with an Insights Center of ExcellenceBrandwatch
Business success is fueled by smart, data-driven decisions. It’s not just about having the right data, it’s what you do with it that makes all the difference. Bridging the chasm between data and people in a secure, visually engaging way ensures your team is prepared to avert potential crises, better understand your customers, and engage everyone across the business with your data. Join Michael Brackpool, Brandwatch VP of Product for Vizia, and featured speaker from Forrester as they explain the best approach for disseminating real-time insights throughout the enterprise so your team can take immediate action.
40 Tools in 20 Minutes: Hacking your Marketing CareerEric Leist
Marketing today requires doing a little bit of everything from creative writing to HTML to light Photoshopping. There are a ton of free tools to make those tasks easier and scalable.
Originally presented at Suffolk University's Bridging the Gap Conference--April 18th, 2014.
WEB APPS
http://zapier.com
https://ifttt.com/
http://twitterfeed.com/
http://gaggleamp.com
http://landerapp.com/
https://support.google.com/analytics/answer/1033867?hl=en
http://99designs.com/
http://visual.ly
http://www.alexa.com/
http://www.hubspot.com/blog-topic-generator
http://www.wordle.net/
www.inboundwriter.com
http://litmus.com/
http://www.inboundwriter.com/
https://www.optimizely.com/
http://thenounproject.com/
http://fortawesome.github.io/Font-Awesome/
https://www.facebook.com/help/459892990722543/
http://ads.twitter.com
https://plzadvize.com/
DESKTOP APPS
https://itunes.apple.com/us/app/caffeine/id411246225?mt=12
http://jumpcut.sourceforge.net/
http://www.gifgrabber.com/
http://www.gimp.org/
EMAIL TOOLS
http://getsignals.com
http://www.yesware.com/
http://www.boomeranggmail.com/
http://rapportive.com/
http://www.wisestamp.com/
http://verify-email.org
MOBILE APPS
https://play.google.com/store/apps/details?id=com.xuchdeid.clear
https://itunes.apple.com/us/app/cardmunch-business-card-reader/id478351777?mt=8
BROWSER PLUGINS
https://chrome.google.com/webstore/detail/omnidrive/gpnikbcifngfgfcgcgfahidojdpklfia?hl=en-US
https://addons.mozilla.org/en-US/firefox/addon/klout/
LEARNING PLATFORMS
http://www.google.com/analytics/learn/
http://www.codecademy.com/
http://teamtreehouse.com/
https://generalassemb.ly/
http://www.intelligent.ly/
http://smarterer.com/
The popularity of social media has continued to increase since last year's social media report was released. This highlights the importance of understanding how live event attendees engage with social media and using this information to enhance their live event experiences. This report presents valuable and interesting findings on social media usage and compares this year's findings to those from last year.
Esports U.S. Fan Profile - Free Version - MRI-Simmons 2020Ben Paro
Complimentary version of MRI-Simmons in-depth profile of American Esports Fans. Includes:
- Comparison to traditional sports fans (18+ and 18-34)
- Fan Demographics
- Psychographics and other defining characteristics
- Motivations for being an Esports Fan
- Attitudes toward sponsorship and advertising
- Top media behaviors
- Covid-19 Insights
- How to get the Full Report
MIT Sloan Sports Analytics Conference Leah Raphael
I had the opportunity to attend the 2016 MIT Sloan Sports Conference and wanted to share the notes I took to summarize all the panels I sat in on. The conference is a great opportunity for students to network with the sports industry's top professionals and I highly recommend attending if you are interested in working in sports and want to gain an understanding of how the industry is evolving!
Market Research Service Learning Project: Loyola University Chicago and Chica...Stacy Neier
Market & Consumer Survey students at Loyola University Chicago partnered with Chicago Fair Trade (CFT) to explore how to launch a fair trade soccer ball product line to generate new revenue streams and increase awareness of the fair trade mission. Initial results from a descriptive survey are presented here representing a 10% response rate with 189 cases of data collected from people who have opted into CFT's email list as well as undergraduate business and communications students. This represents an application of service-learning in the context of a required marketing course to earn a Bachelors of Business Administration. Eighty-two students participated in the project to be renewed in the Fall of 2010.
Fan Engagement: The Role Of Professional Athletes In Your Fan Engagement Stra...Savage Marketing
By Jos Verschueren Founder, IFBI and Pieter Maenhout Managing Partner, 90/24 Sports
It’s really important to understand that Fan Engagement is no ordinary customer relationship and needs to be properly understood if you’re going to put the fan first and stay ahead of the game. We live in a unique time where athletes and their personal branding has become essence in your marketing mix. Use their online presences to create an extra touch point for your organization in conversation with your fans.
Anz Stadium Case Study - SeatShare Concept Test - CheckinLineCheckinLine
Outlines the concept test on CheckinLine's new SeatShare concept with ANZ Stadium.
“We’d like to introduce you to a new concept for seating arrangements at ANZ Stadium called SeatShare, where you share a block of premium seating with other fans and only use them for the games you want.
Your SeatShare subscription fee allows you to lock in 2 tickets to a game in the future. CheckinLine will then run an active standby list for each game to allocate the leftover seats not already taken by SeatShare subscribers.
If you want to go to a particular game, you'll request seats for that game and check-in if required (if demand outstrips supply). You will pay a set fee for each seat you use beyond the initial sign-up.”
This test resulted in the rollout of a full SeatShare pilot trial and an increase in seat yield of 48-95% for ANZ Stadium.
The popularity of social media has continued to increase since last year's social media report was released. This highlights the importance of understanding how live event attendees engage with social media and using this information to enhance their live event experiences. This report presents valuable and interesting findings on social media usage and compares this year's findings to those from last year.
In early 2017, Bath City FC asked an independent researcher to carry out research into supporters' hopes and expectations for the newly community-owned club. The purpose was to:
- Encourage supporters, trust members, community shareholders and others to think about what the club means to them, and what they would most like to see in the future
- Help the incoming board develop a “vision and values” statement that would clarify the club’s future direction and guide decision-making
- Make the new community-owned club stronger and more durable by clearly demonstrating how the new board and management are taking into account the views of supporters and the community
Here are the results of research, based on a survey to which 527 people responded, and a focus group of about 15 people. More detail about who took part is given in the presentation.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Core Web Vitals SEO Workshop - improve your performance [pdf]
The Spectrum of a Sports Fan
1. The Spectrum of a Sports Fan
By Talia McGill
MSMK620-603S Marketing Analytics
Bellevue University
2. Hypothesis & Objectives
• Summary
– A survey was conducted to discover the motivations and
behaviors of sports fans.
• Hypothesis
– Consumers who are sports fans are motivated by the idea
of being a part of the team.
• Objectives
– To collect data on how fans watch sports.
– To collect data on how fans use social media to connect
with sports.
– To determine shopping behavior by fans who invest in
sports licensed consumer goods and merchandise.
– To determine behaviors and emotions exhibited by fans.
3. How do fans view their favorite
sports?
83%
13%
21%
44%
52%
4% TV Broadcast
Streaming Service
Radio and/or Podcast
Attend Sporting Events
Watch at a
Bar/Restaurant
Other
% of respondents
4. What are some deciding factors
when going to a sporting event?
5
5
6
10
15
33
43
47
72
72
Win/Loss Record of Team
Other
Concession Prices
Family Tradition
Size of Crowds
Proximity to Venue
Weather
Cost of Travel
Cost of Admission
Personal Schedule
# of respondents
5. How do fans feel when
watching sports?
24
11
24
2 3 5
28
21
22
2
10
19
21
15
13
10
35
27
12
32
22
38
37
36
8
14
12
41
8
6
I need to view/listen
to sports daily
I am a fan of
multiple sports and
view/listen to them
all
I fell I contribute to
my teams' win/loss
when I watch
Sports are better
when watching
with others
I enjoy watching
with fans of the
opposing team
Sports
commentators are
essential to the
viewing/listening
experience
# of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree
6. Are fans satisfied with the channels
available to view sports?
2%5%
43%
36%
14%
Very Unsatisfied
Unsatisfied
Neutral
Satisfied
Very
Satisfied
% of respondents
7. How many hours do fans spend
watching sports?
5%
9%
16%
70%
16 or More
11-15
6-10
0-5
% of respondents
8. Summary of Objective 1
• Objective
– To collect data on how fans watch sports.
• Results
– Fans spend the majority of their time viewing sports on TV,
at a bar or restaurant or physically attending the event. This
shows that fans want a visual experience.
– Fans will attend sporting events as long as it is affordable
and fits within their schedule.
– Fans enjoy watching and listening to sports but it is not a
necessity.
– If fans are watching sports, they prefer to watch them with
others.
9. Do sports fans use social media?
9%
10%
29%15%
26%
Low Medium-Low
Medium Medium High
High
Usage Rate
% of respondents
67
23
11
1931167
47
19
25
10
Facebook Twitter Snapchat
Instagram Tumblr Reddit
Vine Blogs Pinterest
ESPN Google+ YouTube
Other
Usage Type
# of respondents
10. Do fans create user-generated
content online?
16%
35%
19%
11%
4%
2%
Never Rarely About Half
of the Time
Sometimes Very Often Frequently
%ofrespondents
Frequency of online content
generation
15%
73%
% of respondents who use social
media to interact with sports-related
personalities
Yes No
11. How do sports fans feel about
social media and sports?
15
7
15
11
13
0
33
10
21
13
23
1
18
22
16
24
20
8
10
33
21
31
25
49
4
10 9
3 1
24
I feel connected to
my favorite players
through social media
I post content
because I want
others to know I am
a proud fan
It is important to
have access to my
favorite sports 24/7
Connecting to my
favorite sports teams
through social media
feels personal
I feel a responsibility
to share content
with others to keep
them informed
Fan power can be
spread through
social media
# of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree
12. Summary of Objective 2
• Objective
– To collect data on how fans use social media to connect
with sports.
• Results
– Sports fans are typically high users of social media and
spend most of that time utilizing Facebook, ESPN and
YouTube.
– While they are active in finding information, they are not as
involved in creating and posting content. When they do,
they believe it adds to their teams’ success.
– The fans do not feel a personal connection with players
through social media.
13. How does the fan spend on
sports merchandise?
2%
2%
12%
17%
18%
19%
20%
30%
76%
Custom Furniture
N/A - I do not purchase
Other
Autographed Memorabilia
Jewelry
Lawn Accessories
Video Games
Kitchenware
Apparel
% of respondents
14. How do fans prefer to purchase
merchandise?
16 15
8
18
12
2 3
13 17
18
10
14
1 1
18 14
16 13
9
4 0
16
15
12 14
12
3
2
8
9
17
11
20
6
3
2 4 2
6 5
52
3
1 0 1 2 2
6
62
0
10
20
30
40
50
60
70
80
Online - Team
Website
Online -
Marketplace
(e.g. Amazon)
Merchandise
Shop at Sporting
Event Venue
Big Box Store
(e.g. Walmart)
Independently
Owned Fan
Shop
Other N/A - I do not
purchase
#ofrespondents
1st Choice 2nd Choice 3rd Choice 4th Choice 5th Choice 6th Choice 7th Choice
15. Who do fans shop for and how
much do they spend?
19%
31%
18%
11%
$50 or less $51-$100 $101-$200 $201 or more
Average Annual Spend
% of respondents
19%
11%
58%
Yourself Others Both
% of respondents
16. Influencers on the sports fans’
purchase decisions.
2
6
3
1 1
2
1
22
0
12
7
2
0
10
0
26
6
28
20
12
10
27
6
16
43
23
34
41
28
27
31
8
23
5
10
18
35
8
36
2
Quality of
product
Quantity of
product
Uniqueness of
product
Product VarietyCost of Product Shipping Time How much you
favor the team
The teams'
win/loss record
# of respondents
Very Unimportant Unimportant Neutral Important Very Important
17. Is pride a reason fans purchase
merchandise?
4%
2%
11%
35%
26%
Strongly Disagree Disagree Neutral Agree Strongly Agree
% of respondents
18. Summary of Objective 3
• Objective
– To determine shopping behavior by fans who invest in sports
licensed consumer goods and merchandise.
• Results
– Almost all sports fans purchase merchandise, particularly apparel.
– Fans prefer to shop at big box stores or online for their sports
merchandise. This is likely because the prices of merchandise in
those stores are lower than at the venue or a small business.
– Fans buy merchandise for themselves and others. The majority will
spend up to $100.
– How much a fan likes a team is very important in their purchase
decision. This is followed closely by cost, variety and quality of
product.
19. What actions do sports fans
commit?
9
9
20
43
52
66
67
71
Crying
Yelling at Fans of the Opposing
Team
Booing the Opponent
Screaming/Yelling at Officials
Consume Alcohol While Watching
Sports
Make Noise by Clapping or
Whistling
Wear Team Colors or Clothing on
Game Day
Cheering
# of respondents
20. Do fans believe in superstition?
25%
54%
Yes No
% of respondents
21. What affects a fan’s happiness?
1
25
18
23
1
41
35
9
0
41
37
43
0
24
17 17
5
7
18
7
0
4
19
43
30
0 0 0
6
4
2
4
37
0 0 0
66
0 0 0
My team is
winning by a
large margin
A player gets
injured and
can't return to
the game
My team does
not make the
playoffs
The officials
make a bad
call
My team wins
the
championship
My team loses
in the final
seconds of the
game
My team
moves to
another city
My teams'
coach gets
fired
# of respondents
Very Unhappy Unhappy Neutral Satisfied Very Satisfied
22. Do fans try and influence others
to be fans?
12%
18%
30%
14%
4%
Strongly Disagree Disagree Neutral Agree Strongly Agree
% of respondents
23. Summary of Objective 4
• Objective
– To determine behaviors and emotions exhibited by fans.
• Results
– In general, fans like to make noise, wear team colors and
consume alcohol while watching or attending sporting
events.
– Fans are happiest when their team wins a championship
and are fairly unhappy with any other outcome.
– Fans are satisfied no matter if they can influence others to
be fans as well
25. Demographics
3%
30% 29%
16%
Less than
$25,000
$25,001 -
$49,000
$50,000 -
$99,999
$100,000 and
above
Annual Household Income
% of respondents
9%
8%
27%
36%
0%
Single
Dating a sports fan
Married to a non-
sports fan
Married to a sports
fan
Dating/married to
someone in the
sports industry
Marital Status
% of respondents
27. Conclusion
• The sports industry has highly involved fans. While
they may not be a fan to be a part of the team,
they value social experiences surrounding sports
activities.
• Marketers will have to continue to find ways to push
fans past content consumption to content
generation. The key will be making the fan feel that
they are having a personal connection with the
team, its players or other well-known sports figures.
• Marketers must also develop strategies to re-create
the fans need to experience sports amongst others
in a social setting through online engagement.
28. Conclusion
• Fans are willing to spend money to support their
team. It is the responsibility of merchandisers to
make the product available, affordable and full of
variety in order to keep purchases flowing. Fans will
pay more for products they believe are unique.
• Since the majority of respondents have a household
income of at least $25,000, it is likely sports are
currently being viewed on cable television in most
homes. Media companies will need to adapt to
changes in consumer media consumption to
address alternatives to cable television.
Follow this link to view this presentation on Slide Share.