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Sportaccord Madrid May 2003 Nigel Geach Director Sports Marketing Surveys “Understanding the Issues and Opportunities in Motorsport” Sports Surveys Ltd.

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Presentation on theme: "Sportaccord Madrid May 2003 Nigel Geach Director Sports Marketing Surveys “Understanding the Issues and Opportunities in Motorsport” Sports Surveys Ltd."— Presentation transcript:

1 sportaccord Madrid May 2003 Nigel Geach Director Sports Marketing Surveys “Understanding the Issues and Opportunities in Motorsport” Sports Surveys Ltd. Marketing Quality Research for Management Action

2 (c) 2003 Sports Marketing Surveys Ltd. Or: It isn’t just about big numbers - THERE ARE REAL MOTORSPORT FANS OUT THERE!

3 (c) 2003 Sports Marketing Surveys Ltd.  Independent, international Sports Market Research Agency  Established for nearly 20 years  Research all aspects of sport - golf, tennis, football etc. etc.  Wide range of clients  Federations  Sponsors  Rights Holders  Manufacturers  Tourist Boards  Event Organisers A FULL SERVICE MARKET RESEARCH AGENCY Why are we qualified to comment?

4 (c) 2003 Sports Marketing Surveys Ltd. Background of the Research Sports Marketing Surveys carried out research amongst 8000 motorsport fans across the world during the latter part of 2002.

5 (c) 2003 Sports Marketing Surveys Ltd. The Motorsport Landscape International  Formula One  CART  World Rally  MotoGP  IRL  Superbikes  Formula Three National  NASCAR  Touring Cars  National Series to name a few …...

6 (c) 2003 Sports Marketing Surveys Ltd. Motorsport Truly Global Coverage

7 (c) 2003 Sports Marketing Surveys Ltd. Big Numbers  Formula One race (Live)  MotoGP (Live)  WRC (Highlights) 10/12 Million in Italy 3 Million in Spain 1.4 million in UK Therefore cumulatively including Highlights, Sports Programmes, Features and News Programmes - RESULTS ARE VAST

8 (c) 2003 Sports Marketing Surveys Ltd. Behind the Numbers The Motorsport Fan The target market for the TV broadcast! The focus of a special report

9 (c) 2003 Sports Marketing Surveys Ltd. Who is the motorsport fan?  Mostly male - 70% +  Particularly for WRC, MotoGP and NASCAR  Aged years  WRC youngest, NASCAR & IRL oldest  Average income $35-65,000 p.a.  WRC and MotoGP - more junior management  IRL, CART & NASCAR - more senior management  Formula One - all sectors Note: Data excludes students

10 (c) 2003 Sports Marketing Surveys Ltd. Other Sporting Interests?  Fans tend to have a favourite sport but an added interest in other motorsports  Formula One has the greatest cross over even amongst CART and NASCAR fans  Motorsport fans also interested in: Outside USA:USA: Soccer American Football Tennis Ice Hockey Skiing/snowboarding Baseball

11 (c) 2003 Sports Marketing Surveys Ltd. Motorsport fans are loyal: Average Years Following  IRL10+  CART10+  NASCAR10+  Formula One  World Rally3 - 5  Superbikes  Moto GP World Rally Championships show the greatest influx of fans in recent years Males are longer term fans than females

12 (c) 2003 Sports Marketing Surveys Ltd. Motorsport fans also attend races  Where possible motorsport fans attend races  85% have ever attended  CART and NASCAR most regularly  Attendance is preferred to TV:  Atmosphere, seeing the competitors, making a day of it!  Reasons for non-attendance:  Personal circumstances, cost, distance  Some fans didn’t know where to buy tickets!!

13 (c) 2003 Sports Marketing Surveys Ltd. Motorsport Fans buy merchandise  75% owned some merchandise  the older the fan the more they own!  60% of merchandise owned is team specific  Caps and shirts most popular  Purchase is prohibited by:  High costs  Sourcing merchandise  Not supporting a particular team  Not liking merchandise available

14 (c) 2003 Sports Marketing Surveys Ltd. Is all motorsport the same?  All are exciting - Formula One & MotoGP less  But other images are apparent:  Formula One = cutting edge, expensive  WRC = extreme, brilliant  MotoGP = brilliant, dangerous  Superbikes = brilliant, ultimate sport  CART = cutting edge, dangerous  NASCAR = fun, dangerous  IRL = dangerous, fun

15 (c) 2003 Sports Marketing Surveys Ltd. Has the loud noise made an impact?

16 (c) 2003 Sports Marketing Surveys Ltd. Spontaneous Sponsor Association

17 (c) 2003 Sports Marketing Surveys Ltd. Top Five Associated Sponsors

18 (c) 2003 Sports Marketing Surveys Ltd. Factors that effect Sponsorship Association  Time involved in the sport, with team ….  Branding opportunities - on car/bike, at track  Leverage and activation links  Clutter within sponsorship environment - on car, exclusive category  Sector of sponsor - (e.g. Linked to motorsport - oils, tyres):  easier association  good team performance is recognised as good product.

19 (c) 2003 Sports Marketing Surveys Ltd. Sponsorship encourages purchasing

20 (c) 2003 Sports Marketing Surveys Ltd. How does this compare to other sports? Unprompted awareness of sponsors World Cup Soccer36% - 5% Olympic Games72% - 2% Motorsport45% - 1% Asian Games31% - 1% Sailing42% - 1%

21 (c) 2003 Sports Marketing Surveys Ltd. Conclusions “Big audiences are real people” Motorsport fans:  are loyal  buy merchandise  follow other sports  are aware of the top sponsors  would buy sponsors products, more so if they perform

22 (c) 2003 Sports Marketing Surveys Ltd. The Courtyard, Wisley Surrey, GU23 6QL, United Kingdom Tel. +44 (0) Fax. +44 (0) Offices in UK, Australia, Belgium, Brazil, France, Greece, Italy, Japan, Korea, Spain and USA. Independent and International Research Services are provided by:

23 (c) 2003 Sports Marketing Surveys Ltd. If you would like a copy of this presentation please give me your business card


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