As the Premier League juggernaut sets off for another season, I thought it would be interesting to take a look the data to explore how similar or different the fanbase is for each of the teams. I've used Global Web Index data as the source here, which covers 16-64s in 48 global markets (and in … Continue reading Premier League FAN INSIGHTS
With the UEFA Women's Euro 2022 kicking off later today, I hosted a webinar looking into the audience for the event. We looked at GWI data on the demographics, values, attitudes, behaviours and brand preferences, with some thoughts on what that could mean for brands looking to engage with women's football fans. You can watch … Continue reading The women’s euros audience
I've been discussing the world of football and Web 3.0 recently with David Orman from Hatch-House, so we decided to put our thoughts together. It's a fairly long read, but we wanted to take a step back to look at how we got here, and where we might go next. Cryptocurrencies, crypto platforms, NFT launches, fan … Continue reading Football and Web 3.0 – where do we go from here?
This morning I did a webinar with Tim McLoughlin. Tim is a former head of sponsorship at cinch and Hotels.com, so has some excellent recent experience of running sports marketing campaigns for major brands. We covered a number of aspects of getting sponsorship right - from the impact it can have, through to using data … Continue reading Sponsorship strategy webinar
So Jim Ratcliffe just bid $5.3bn for Chelsea.If that's what Chelsea ends up being worth, based on the club's global fan base that's about $15 per 'fan' (GWI shows 333m people with at least some interest in Chelsea across 47 of the main global markets).But what is a fan?'Only' 96m of those people support Chelsea … Continue reading Is Chelsea worth $5.3bn?
The sports biz has something of an obsession with “Gen Z” - constantly analysing, debating and attempting to second-guess what these mythical creatures want, think and do when it comes to sport. This is perfectly understandable. Children are the future, after all. But what exactly is a “Gen Z” and can we get beyond some … Continue reading Gen Z and sport – some actual data
The Deloitte Football Money League is out and I thought it'd be interesting to compare 2021 revenues with the global fans/followers for the top 15 clubs. Despite having only the 4th largest global following, Man City manage to top the revenue charts, helped by the highest level of broadcast income and 4th highest commercial revenues … Continue reading Spurs finally win something!
The long-trailed partnership between Barcelona and Spotify was finally confirmed yesterday - reportedly a £235m shirt and stadium deal over four years. Spotify's statement talks about being in it for the thrill of bringing music and football together... “We could not be more thrilled to be partnering with FC Barcelona to bring the worlds of … Continue reading Barca x Spotify
When The Athletic was sold to the New York Times for $550m the other day, the valuation prompted a few comparisons to other sports properties, specifically European football clubs. The same thing happened when MLS team Real Salt Lake (average attendance 15,000) was acquired for around $400m, with Newcastle (av. attendance 51,000) going for a … Continue reading Fans, followers and football club valuations
The PGA Tour just announced a tie-up with Netflix to produce a behind-the-scenes series, along the lines of F1: Drive to Survive, which gets credited for exposing F1 to a new, younger audience. Golf does slightly suffer from the same challenge as F1, with not that many opportunities to really get to know the players, … Continue reading the PGA TOUR and netflix
Pretty big news in the world of golf yesterday, as the European Tour announced a long-term partnership with DP World. https://www.youtube.com/watch?v=YQ3Td-foqx0 This deal means the tour will now be called the "DP World Tour", and aside from anything else it's a handy way to reposition the 'European Tour' as a much more global entity (it … Continue reading The European Tour and DP World
Ear To The Ground is an agency with a really valuable consumer insight platform called the Fan Intelligence Network. This is a collective of over 11,000 sports, esports and gaming fans from all over the world - all plugged into what's going and with a finger on the pulse of local culture. It's a powerful … Continue reading The fan intelligence index 21/22
With NFTs gaining traction pretty rapidly in sport, and crypto platforms also getting involved in sponsorship, there's some quite interesting data here from GWI's recent Zeitgeist survey (Sep '21), looking at awareness and attitudes to all things crypto. I've compared people in the UK with an interest in watching sport, with the UK general population. … Continue reading UK sports fans & Cryptocurrency
I wrote this piece for the Unofficial Partner blog, but thought I'd share it here as well because it's quite fun and hopefully useful too. Sport loves a cliché, Brian. And, at the end of the day, sports marketing is no different. In fact, quite a lot of the discourse and strategic thinking that surrounds … Continue reading Let’s play the sports marketing cliché game!
The Commonwealth Games made a few headlines this week by announcing that, after 2022, only two sports will be mandatory: athletics and swimming. Future hosts will get to decide for themselves which events to include, with a recommendation of 15 in total. A lot of this is about making it viable for more cities to … Continue reading So, what events should be in the commonwealth games?