Our Global Fan Survey is a proprietary piece of market research carried out annually by our Strategy & Consulting team in partnership with Watermelon Research. It provides us with detailed data on sports fans around the world.
Our research in 2022 comprised more than 36,000 respondents in 30 countries across six continents, with our sample representative of the adult population aged 16-64 in each country.
What it tells us
The survey covers demographics – both personal and business, passion points, interest in more than 40 sports and 170 events and competitions, as well as their claimed consumption of more than 100 products across a variety of categories. These include automotive, consumer electronics, online services, fashion, beverages and financial services.
Using analytical software, we use this data to create tailored audience profiles and bespoke analysis to advise current and potential clients on the optimal partnership strategy to fulfil their objectives.
How we use it
We use it to profile audiences for new and existing sporting properties alike, as well as to understand and evaluate key sporting trends like the rise of women’s sport. We use our data to develop a complete picture of sports fans around the world.
In short, it gives us the edge when it comes to understanding sport lovers the world over, enabling us to provide our clients with timely, relevant data that we believe helps them make sound business decisions.