football fans index

Football Fans Index

The benefits of Football Fans Index

FFI data will help you…

… identify partnership opportunities by

profiling your fans’ usage of 4,000+ brands within 500 product areas

… sell advertising space by using a data … sell advertising space by using a data

source drawn from established market research surveys

… understand football fans through

comprehensive demographic, attitudinal, media consumption and purchase behaviour data

TGI data

What is Football Fans Index?

The Football Fans Index was formed by

merging data from

Target Group Index

(TGI) to the Football

Fans Census Fans Census

This creates a vast

database of in-depth

consumer data on

individual football clubs’

supporters.

Football Fans Census

Football Fans

… understanding football

consumers

Arsenal FFI fans vs. average FFI fan

35.4 31.8 20.3 8.1 3.2Arsenal FFI fans

15-24 25-34 35-44 45-54 55-64 65+

Arsenal benefit from a youthful fanbase, adding to the traditional core of fans

29.7 29.5 21.7 12.9 5

0% 25% 50% 75% 100%

All FFI fans

Source: Football Fans Index 2009

Key Attitudes of Liverpool FFI fans

Trendsetters:like to try new drinks,

usually the first to

know what’s going

on

Keen motorists:like to drive fast, own

eye-catching cars

Fashion conscious:like to wear designer

labels, shop at

fashionable outlets

Source: Football Fans Index 2009Base: All Premier League FFI fans

9

10

12

Computer games

Mobile bill

Menswear

Average spend (% more than the average FFI fan)

The value of Sheffield Wednesday FFI fans

Across many different sectors, Sheffield Wednesday FFI fans spend more than the average

4

4

4

9

0 5 10 15

Holiday

Consoles

Main TV

Computer games


… selling advertising and identifying

sponsorship opportunities

Chelsea FFI fans are sponsorship and ad receptive

Chelsea FFI fans are responsive to sponsorship and advertising

% more/less likely than

average FFI fan to agree

I tend to buy products from companies

who sponsor sports teams and events

+46%

who sponsor sports teams and events

Advertising helps me choose what I buy +20%

Advertising helps me make the best

purchases

+23%


Samsung digital camera owners- % more/less likely to own

+5

+11

+23

Man Utd

Blackburn

Chelsea

Our data can demonstrate clear sponsor value

FF

I fa

ns

-33

-8

+2

-40 -30 -20 -10 0 10 20 30

Hull

Everton

Portsmouth

% more/less likely


FF

I fa

ns

Adidas shoppers- % of club’s FFI fans who have bought Adidas trainers in the last year

The top three clubs’ kits are

made by Adidas


Key product sectors- Heavy consumers of product : % more/less likely than average FFI fan

Brown and other sauces +41%

Cheese +26%

Draught lager +12%

Bottled beer and stout +11%

Brown bread +10%

Mo

re lik

ely

Our depth of insight demonstrates clear differences between club fans


Brown bread +10%

Energy drinks - 80%

Tomato ketchup - 32%

Fresh ground coffee - 26%

Cereal bars - 23%

Bottled mineral water - 14%

Less lik

ely

Base: All Premier League FFI fans

Top brands

+34%+40% +26%

+24% +22%

We can identify best-fit sponsors and suppliers

+21%

Base: All League One FFI fans

+22% +21%


Example:

Arsenal FFI fans and Sainsbury’s

Arsenal FFI fans are quality conscious

72% agree it’s worth paying extra for quality goods

62% only shop at supermarkets that sell good quality fresh

food

43% agree it’s worth paying extra for good quality beer

Arsenal FFI fans are prepared to pay more for quality. They consider themselves likely to convince others about food and healthy living

43% agree it’s worth paying extra for good quality beer

38% are prepared to pay more for good quality wine

They are 25% more likely to be ‘very likely’ to convince

others about food

..and 26% more likely to be ‘very likely’ to convince others

about healthy living


Arsenal FFI fans and Sainsbury’s

23% more likely to do their regular main shopping at

Sainsbury’s

33% more likely to do their top-up shopping at

Sainsbury’s


23% more likely to have bought furniture and fittings at

Sainsbury’s (in the last 3m)

15% more likely to have bought clothes at Sainsbury’s

(in the last 3m)

Reaching Sainsbury’s shoppers

A higher proportion of Arsenal FFI fans shop at Sainsbury’s

25%

22%

19%

19%

Arsenal

Aston Villa

Liverpool

Newcastle

% of FFI fans who do their main weekly shopping at Sainsbury's


19%

18%

17%

16%

13%

10% 15% 20% 25% 30%

Newcastle

Man Utd

Everton

Man City

Wigan

Summary

FFI data will help you…

…use limited budget more effectively

… identify partnership opportunities… identify partnership opportunities

… sell advertising space

… understand football fans

Contact

Tim Gentles

Managing Director

Football Fans Census

The Media CentreThe Media Centre

19 Bolsover Street

London W1W 5NA

[email protected]

+44 (0)7749611480

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