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 wylie.fowler@octagon.comSource: Octagon Football Passion Drivers 2014

PASSIONDRIVERS

SOMEWHAT AVID