football fans index
DESCRIPTION
Football Fans Index Presentation.FFI provides detailed insight into fans lifestyle, attitudes and consumption habits across more than 5000 brands for clubs, agencies, brands and media. Football Fans Index is a joint venture between Football Fans Census and TGI (Target Group Index}TRANSCRIPT
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
Source: Football Fans Index 2009
… 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%
Source: Football Fans Index 2009Base: All Premier League FFI fans
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
Source: Football Fans Index 2009Base: All Premier League FFI fans
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
Source: Football Fans Index 2009
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
Source: Football Fans Index 2009
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%
Source: Football Fans Index 2009
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
Source: Football Fans Index 2009
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
Source: Football Fans Index 2009
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
Source: Football Fans Index 2009
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
+44 (0)7749611480