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FOOTBALL:WHAT YOU NEED TO KNOW
Thats a
GROWTH73%
Octagons research methodology calculated the number of avid fans through self reported avidity of 7+ on 1 10 scale
Based on personal participation
ACTIVEAPPRECIATION
Based on social interactions
TALK &SOCIALIZINGALL CONSUMING
Based on the ability of the event to draw you in
40%
27%20%
13%
VERY AVIDMOST AVID
LEAST AVID
AUSTRALIAS TOP 3 PASSION DRIVERS
AUSTRALIAN FOOTBALL FANS TRULY APPRECIATE SPONSORS
INTERACTIVITY(anytime, anywhere)
4 UNIQUE FAN TYPOLOGIES
PASSIONDRIVERS
FAVOURITE FORMATTOP 2 BOX
64%
WORLD CUP BARCLAYS PREMIER LEAGUE
40%
A LEAGUE
39%
CHAMPIONS LEAGUE
25%
98%
90% 85%
said they will watch it
Watched A-league on TV in the past 12 months
TRUST
Football
33%
BUY
Watched BPL on TV in the past 12 months
WHO WILL THEY WATCH
AUSTRALIA ENGLAND
GERMANYBRAZIL
77%26%
37%14%
and 3 in 4 intend on tuning into the Asian Cup in 2015
Cricket Rugby Union Olympics
24%18%
25%38%
26%21%
32%33%
23%19%
27%34%
27%18%
29%
TRY FEEL MORE CONNECTED
2.7 Million AVID
FANS 4.9 Million
AUSTRALIAS PASSION FOR FOOTBALL IS CHANGING AND GROWING.
ONCE DRIVEN BY ACTIVE APPRECIATION FOOTBALL FANDOM IS NOW ALL CONSUMING.
Soccer-holics: Eat, breathe, & sleep football
Screen-time Supporters: Passion based around the big TV moments
Football Pledge:A lasting love for
the beautiful game
United Fan Club:Love that the game
draws friends, family & strangers together
2012
2014
51%do nothing but watch!
When the game is on TV 68%
Watch video clips on youtube
33%
Watch games on your
mobile/tablet
45%
Play football video games
27%
Follow Twitter tweets about
his sport
HOW ELSE ARE FANS INDULGING IN FOOTBALL?
For more information about Passion Drivers research and insights please contact Wylie Fowler at [email protected]: Octagon Football Passion Drivers 2014
PASSIONDRIVERS
SOMEWHAT AVID