Decoding the modern sports fan

Abstract

This paper has been designed to provide a roadmap for marketers to identify which consumers are most responsive to marketers’ investments, where to find them and how to communicate with them in order to maximise the success of their company's sponsorship investment. The research revealed some fascinating insights, none more so than the understanding that measures of passion and avidity are superficial compared with brand receptivity. The primary theme of the paper is identifying which consumers are willing to have a dialogue with the brand and which simply do not care. The startling fact is that many brands (in the context of sports marketing) simply do not know and are investing in a marketing mix that is not optimised for success.