The Complete Guide To Great Sports Market Research

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Specialist knowledge of the market place is used to design, manage and analyze projects specific to the clients’ needs and provide actionable findings, insights, summaries and recommendations. Use the most relevant methodology to meet your clients’ research objectives and budgets. All your work can be carried out on a local, national or multi-national basis using the highest standards of market research practice. Sports Marketing Surveys have their own unique online sports panel comprising over 50,000 sports fans globally. Clients can access this panel for targeted research or use the technique to add profiling surveys to their own websites. Sports Marketing Surveys have a number of syndicated sponsorship brand tracking studies including:

· Discussion Groups

· Paired Depths

· And other in-depth techniques

Sports Marketing Surveys market research department works in all areas of the sports and sponsorship industry. Since the 1980s, commercial sponsorship has pervaded most professional sports, and sponsors have gained a higher profile in the 2000s through ‘title sponsorships’. However, despite the pervasive use of commercial names, spending on sports sponsorship has not increased substantially since the 1990s. Maturity has brought slower growth in both the number and value of ‘deals' recognized in the UK, and sponsors are driving harder bargains with recipients of funding, which range from sports governing bodies, to clubs, and even individuals who are paid to ‘endorse' a brand.

The wide range of sports that can be sponsored is matched by the variety of industry sectors supplying sponsors, although the headlines are inevitably taken by the mainstream sports and the multi-million pound deals. Football is outstandingly popular at all levels (spectating, on television, club support) and companies have paid handsomely to sponsor leagues, clubs and national teams. In particular, financial services and drinks companies are drawn to sponsoring sport as a marketing or customer relationship tool (examples being the Barclays Premiership and the Carling Cup), but significant sponsors in the UK also include energy companies (the npower Test series in English cricket), telecommunications providers (Vodafone sponsors several sports) and sports-goods companies themselves (Adidas, Nike and Reebok).

As targets for UK sponsors, sports wax and wane in popularity depending on current performance levels! England's victory in the Rugby World Cup in 2003 generated exceptional interest, while the exciting Ashes series between England and Australia in 2005 had a similarly mobilizing effect in cricket. The organizing committee has started looking for sponsors, and aims to raise up to £700m in sponsorship funds from UK companies, divided into three tiers of spending. Meanwhile, the football World Cup, held in Germany in 2006, attracted major sponsors, as it was a tournament in which England had high hopes of performing well.

Although Olympics and World Cups dominate sponsorship, the market is increasingly polarized between these large professional elements and support at ‘grass-roots' level for amateur participation in sports.

Combining exclusive consumer research with key trade interviews, research reports provide an up-to-date overview of the leisure marketplace, looking at changing trends in an industry constantly developing to suit the modern consumer.

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