Transcript The Specialist Sports Research Agency

Sports Marketing Surveys
Quality Research for
Management Action
Ltd.
“Understanding the Issues and
Opportunities in Motorsport”
Nigel Geach
Director
Sports Marketing Surveys
sportaccord
Madrid
May 2003
Or:
It isn’t just about big numbers THERE ARE REAL MOTORSPORT FANS
OUT THERE!
(c) 2003 Sports Marketing Surveys Ltd.
Why are we qualified to comment?
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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
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Federations
Sponsors
Rights Holders
Manufacturers
Tourist Boards
Event Organisers
A FULL SERVICE MARKET RESEARCH AGENCY
(c) 2003 Sports Marketing Surveys Ltd.
Background 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 Landscape
International
National
 Formula
 NASCAR
One
 CART
 World
Rally
 MotoGP
 IRL
 Superbikes
 Formula Three
 Touring
Cars
 National Series
to name a few …...
(c) 2003 Sports Marketing Surveys Ltd.
Motorsport
Truly Global Coverage
(c) 2003 Sports Marketing Surveys Ltd.
Big Numbers
 Formula
One race (Live)
 MotoGP (Live)
 WRC (Highlights)
10/12 Million in Italy
3 Million in Spain
1.4 million in UK
Therefore cumulatively including Highlights,
Sports Programmes, Features and News
Programmes - RESULTS ARE VAST
(c) 2003 Sports Marketing Surveys Ltd.
Behind the 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?
 Mostly
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Particularly for WRC, MotoGP and NASCAR
 Aged

male - 70% +
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?
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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:
Soccer
Tennis
Skiing/snowboarding
USA:
American Football
Ice Hockey
Baseball
(c) 2003 Sports Marketing Surveys Ltd.
Motorsport fans are loyal:
Average Years Following
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IRL
CART
NASCAR
Formula One
World Rally
Superbikes
Moto GP
10+
10+
10+
6 - 10
3-5
6 - 10
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 races
 Where
possible motorsport fans attend races
 85%
have ever attended
 CART and NASCAR most regularly

Attendance is preferred to TV:
 Atmosphere,
 Reasons
for non-attendance:
 Personal
 Some
seeing the competitors, making a day of it!
circumstances, cost, distance
fans didn’t know where to buy tickets!!
(c) 2003 Sports Marketing Surveys Ltd.
Motorsport 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?
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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 an
impact?
(c) 2003 Sports Marketing Surveys Ltd.
Spontaneous Sponsor Association
Spontaneous Association of Top Sponsor by Motorsport
50
45
45
44
40
40
31
35
30
24
% 25
21
20
11
15
10
5
0
MotoGP
Formula
One
CART
IRL
World
Superbikes
NASCAR
WRC
(c) 2003 Sports Marketing Surveys Ltd.
Top 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
Sponsorship Association
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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
association
good team performance is recognised as good product.
(c) 2003 Sports Marketing Surveys Ltd.
Sponsorship encourages
purchasing
Have
Purchased
24%
Would
Consider
21%
More Aware
29%
No effect
26%
(c) 2003 Sports Marketing Surveys Ltd.
How does this compare to
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.
Conclusions
“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.
Independent and International Research
Services are provided by:
The Courtyard, Wisley
Surrey, GU23 6QL, United Kingdom
Tel. +44 (0) 1932 350600
Fax. +44 (0) 1932 350375
e-mail. [email protected]
www.sportsmarketingsurveys.com
Offices in UK, Australia, Belgium, Brazil, France, Greece,
Italy, Japan, Korea, Spain and USA.
(c) 2003 Sports Marketing Surveys Ltd.
If you would like a copy of this
presentation please give me your
business card
(c) 2003 Sports Marketing Surveys Ltd.