sportaccord madrid may 2003 nigel geach director sports marketing surveys “understanding the...
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sportaccordMadridMay 2003
Nigel GeachDirectorSports Marketing Surveys
“Understanding the Issues and Opportunities in Motorsport”
Sports SurveysLtd.
MarketingQuality Research for Management Action
(c) 2003 Sports Marketing Surveys Ltd.
Or:Or:
It isn’t just about big numbers -It isn’t just about big numbers -THERE ARE REAL MOTORSPORT THERE ARE REAL MOTORSPORT
FANS OUT THERE!FANS OUT THERE!
(c) 2003 Sports Marketing Surveys Ltd.
Independent, international Sports Market Research Agency Established for nearly 20 years Research all aspects of sport - golf, tennis, football etc. etc. Wide range of clients
Federations Sponsors Rights Holders Manufacturers Tourist Boards Event Organisers
A FULL SERVICE MARKET RESEARCH AGENCY
Why are we qualified to comment?Why are we qualified to comment?
(c) 2003 Sports Marketing Surveys Ltd.
Background of the ResearchBackground of the Research
Sports Marketing Surveys carried out research amongst 8000 motorsport fans across the
world during the latter part of 2002.
(c) 2003 Sports Marketing Surveys Ltd.
The Motorsport LandscapeThe Motorsport Landscape
International Formula One CART World Rally MotoGP IRL Superbikes Formula Three
National NASCAR Touring Cars National Series
to name a few …...
(c) 2003 Sports Marketing Surveys Ltd.
Big NumbersBig Numbers
Formula One race (Live)
MotoGP (Live) WRC (Highlights)
10/12 Million in Italy3 Million in Spain1.4 million in UK
Therefore cumulatively including Highlights, Sports Programmes, Features
and News Programmes - RESULTS ARE VAST
(c) 2003 Sports Marketing Surveys Ltd.
Behind the NumbersBehind the Numbers
The Motorsport Fan
The target market for the TV broadcast!
The focus of a special report
(c) 2003 Sports Marketing Surveys Ltd.
Who is the motorsport fan?Who is the motorsport fan?
Mostly male - 70% + Particularly for WRC, MotoGP and NASCAR
Aged 30-40 years WRC youngest, NASCAR & IRL oldest
Average income $35-65,000 p.a. WRC and MotoGP - more junior management IRL, CART & NASCAR - more senior management Formula One - all sectors
Note: Data excludes students
(c) 2003 Sports Marketing Surveys Ltd.
Other Sporting Interests?Other Sporting Interests?
Fans tend to have a favourite sport but an added interest in other motorsports
Formula One has the greatest cross over even amongst CART and NASCAR fans
Motorsport fans also interested in:Outside USA: USA:
Soccer American FootballTennis Ice HockeySkiing/snowboarding Baseball
(c) 2003 Sports Marketing Surveys Ltd.
Motorsport fans are loyal:Motorsport fans are loyal:
Average Years Following
IRL 10+ CART 10+ NASCAR 10+ Formula One 6 - 10 World Rally 3 - 5 Superbikes 6 - 10 Moto GP 6 - 10
World Rally Championships show the greatest influx of fans in recent years
Males are longer term fans than females
(c) 2003 Sports Marketing Surveys Ltd.
Motorsport fans also attend racesMotorsport fans also attend races
Where possible motorsport fans attend races 85% have ever attended CART and NASCAR most regularly
Attendance is preferred to TV: Atmosphere, seeing the competitors, making a day of it!
Reasons for non-attendance: Personal circumstances, cost, distance
Some fans didn’t know where to buy tickets!!
(c) 2003 Sports Marketing Surveys Ltd.
Motorsport Fans buy merchandiseMotorsport Fans buy merchandise
75% owned some merchandise the older the fan the more they own!
60% of merchandise owned is team specific Caps and shirts most popular Purchase is prohibited by:
High costs Sourcing merchandise Not supporting a particular team Not liking merchandise available
(c) 2003 Sports Marketing Surveys Ltd.
Is all motorsport the same?Is all motorsport the same?
All are exciting - Formula One & MotoGP less But other images are apparent:
Formula One = cutting edge, expensive WRC = extreme, brilliant MotoGP = brilliant, dangerous Superbikes = brilliant, ultimate sport CART = cutting edge, dangerous NASCAR = fun, dangerous IRL = dangerous, fun
(c) 2003 Sports Marketing Surveys Ltd.
Has the loud noise made Has the loud noise made an impact?an impact?
(c) 2003 Sports Marketing Surveys Ltd.
Spontaneous Sponsor AssociationSpontaneous Sponsor Association
Spontaneous Association of Top Sponsor by Motorsport
45 4440
31
2421
11
0
5
10
15
20
25
30
35
40
45
50
MotoGP FormulaOne
CART IRL WorldSuperbikes
NASCAR WRC
%
(c) 2003 Sports Marketing Surveys Ltd.
Top Five Associated SponsorsTop Five Associated Sponsors
Moto GP Formula One
CART IRL World Superbikes
NASCAR WRC
Repsol Marlboro FedEx Pennzoil Castrol Budweiser Pirelli
Marlboro
West Players Marlboro Infostrada Winston Total
Nastro Azzurro
Vodafone Target Chevrolet Michelin Dupont Martini
Telefonica Shell Kool Delphi HM Plant Home Depot
555
West HP (Now
Compaq)
Bridgestone Firestone Corona Miller Marlboro
(c) 2003 Sports Marketing Surveys Ltd.
Factors that effect Factors that effect Sponsorship AssociationSponsorship Association
Time involved in the sport, with team …. Branding opportunities - on car/bike, at track Leverage and activation links Clutter within sponsorship environment - on
car, exclusive category Sector of sponsor - (e.g. Linked to motorsport -
oils, tyres):easier associationgood team performance is recognised as good
product.
(c) 2003 Sports Marketing Surveys Ltd.
Sponsorship encourages Sponsorship encourages purchasingpurchasing
No effect26%
Would Consider
21%
Have Purchased
24%
More Aware29%
(c) 2003 Sports Marketing Surveys Ltd.
How does this compare to How does this compare to other sports?other sports?
Unprompted awareness of sponsors
World Cup Soccer 36% - 5%
Olympic Games 72% - 2%
Motorsport 45% - 1%
Asian Games 31% - 1%
Sailing 42% - 1%
(c) 2003 Sports Marketing Surveys Ltd.
ConclusionsConclusions
“Big audiences are real people”
Motorsport fans: are loyal buy merchandise follow other sports are aware of the top sponsors would buy sponsors products, more so if they
perform
(c) 2003 Sports Marketing Surveys Ltd.
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