The Power of Playing Sport – Engagement and Commercial Benefit

Winners investigated whether there is a link between sports participation and the amount of money spent on that sport? The research was carried out to demonstrate that a deeper understanding of a participant’s spending behaviour could help sports organisations better target marketing communications, predict future revenues, provide an ROI model for participation development programmes and help them make commercially focused decisions relating to marketing investment.

"Does playing football make someone more or less likely to buy football tickets, merchandise, and paid for-content?" "To help sports rights holders better understand two of their  key stakeholders: participants  and fans" investigate whether there is a link between sports participation and the amount of money spent on that sport? If so, what factors affect the value of that relationship?  To demonstrate that a deeper understanding of a participant’s spending behaviour could help sports organisations better target marketing communications, predict future revenues, provide an ROI model for participation development programmes and help them make commercially focused decisions relating to marketing investment.

"A survey consisting of a range of multiple choice, rating scale, and open-ended questions was taken by more than 5,800 participants, across six different countries." survey Frequency of match attendance   Amount spent on match tickets The Approach How long ago participants attended a match  or played football  How much they spent on televised football and merchandise  How much of a football fan  they were – ranked 1-7

Current players spend 2.2x more on match tickets than ex-players and 6.3x more than people who have never played football. Current players spend 1.2x more on sports TV subscriptions than ex-players and 3x more than people who have never played Current players spend twice as much on licensed merchandise than ex-players and 5x more than people who never played football "Participants who played football recreationally attended five more professional games per season on average than those who didn’t play recreationally"

For every unit increase in fandom (on a scale of 1-7) participants:Attend one additional match per season & spend an additional €2.50 on tickets  Urban residents attended one extra game per season than those in rural regions"There is no correlation between age or income on a fan’s interest or match attendance frequency, suggesting that attendance and spend have little to do with someone’s income bracket or age"

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