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
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?
A big part of how I work with clients in sport is to help them gain a deeper understanding of their audience through data, leading to insights that provide the foundation for building a marketing and engagement strategy. One of the most useful external data sources I use is Global Web Index, a quarterly online … Continue reading The UK SPORTS AUDIENCE: SEP ’21
Emma Raducanu winning the US Open as a qualifier, in only her second grand slam event. Stories in sport don't get much more fairytale than that, and for my money it was one of the most incredible and uplifting things we've seen in years. On the back of these type of things happening we get … Continue reading Can Emma get more people playing tennis?
As if we needed it, the IPCC report should be a huge wake up call to all of us to urgently tackle climate change. This will continue to be one of the top things on the agenda for sporting organisations and sponsors in the coming years, and most sports can take comfort that the majority … Continue reading Sport and the climate emergency
Kudos to Simone Biles for prioritising her mental health over simply "pushing through" and performing because that's what everyone expects her to do. It really does feel like things have changed recently, with top athletes being more open about the pressures of doing what they do. None of us can really imagine what it's like … Continue reading The pressure of being a superstar athlete
It's Pride Day today so I thought I'd take a look at how the LGBT+ community in the UK engages with sport - from both a fan and participant perspective. It's fair to say that many sports are still failing to successfully engage LGBT+ people, but there is quite a marked difference between men and … Continue reading Sport and the LGBT+ community
On the back of the Ronaldo/Coca-Cola issue this week, and also NZ Rugby/Ineos, I've seen quite a lot of chat about how sport needs to adapt to a "Gen Z" or "Millennial" audience that is increasingly concerned about environmental issues and social responsibility. Thought I'd check out the data on this. I've broken the 16-24s … Continue reading Are young people more concerned about social responsibility?
With Euro 2020 almost upon us, I wanted to take a look at the demographics, interests, brand and media preferences of football fans from across the continent. I've used GWI data to paint a picture of football fans from England, Scotland, Wales, Germany, Spain, Italy, the Netherlands, Poland, Portugal, Russia and Turkey. Here are some … Continue reading Anatomy of a European football fan
On the day the UK goes to the polls in various local and national elections, here's a look at the political leaning of the country's sports fans, plus a few other insights that I found interesting. #1 F1 fans are the most conservative Actually it’s neck and neck between F1 and golf - 33% of … Continue reading Ten quite interesting things about UK sports fans
So the proposed European Super League has caused quite a stir. I’m not sure I’ve ever seen a proposal be met with such universal disapproval from fans, media, NGBs, federations and governments. Putting aside the general debate on whether this is good for the game as a whole (I don’t think it is), does the … Continue reading ESL and the ‘fans of the future’
YouGov Sport put out some nice research the other day, looking at sports fans across various European markets. One of the most startling pieces of data is that only 26% of sports fans in the UK are female - a much lower figure than any other country in Europe, where it's at least 40%. Can this … Continue reading Can it be true that only 26% of UK sports fans are female?
Yesterday I went along to #FutureFit - an event hosted at Plexal and part of London Tech Week, designed to bring together innovators, entrepreneurs and policy makers to explore how tech can play a role in getting more people moving. This was a collaboration between Plexal (the tech innovation centre at the Olympic park), London Sport, UK … Continue reading #FutureFit
Sport England released the latest Active Lives results the other day. This is a huge survey of almost 200,000 adults in England, designed to track levels of physical activity over time, so it's worth a bit of time digging in to the data. The main headline this time was that there isn't really a headline. … Continue reading Active Lives Insights
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