Football Fans Index Selling Match Audiences

Football Fans Index

Selling match audiences

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

Selling match audiences

Selling match audiences

V

August 16th

V

August 16th

V

August 23rd

Energy drinks

V

August 16th

Selling match audiences

41% of the combined

audience consume

energy drinksenergy drinks

They are 22% more likely

than the average football

fan to be heavy consumers

of energy drinks

Energy drinks

V

August 16th

Selling match audiences

Top brands

(120) (120)

(118) (113)

V

August 16th

Selling match audiences

V

August 16th

V

August 16th

Selling match audiences

V

August 16th

Use Nivea product Spurs/Liverpool

At least 3 products 31% more likelyAt least 3 products 31% more likely

Face cream 16% of group

Sun-tan lotion 13% of group

Shaving foam 6% of group

Deodorants 4% of group

Aftershave 3% of group

Spurs/Liverpool vs. Nivea fans

Source: Football Fans Index 2009

Their value

V

August 23rd

Selling match audiences

34% more likely to have

personal income of £50k+

A fifth are in Social Grades AB

A quarter own stocks and

shares

34% more likely to be

educated to degree level

Chelsea/Fulham fans are quality conscious

73% agree it’s worth paying extra for quality goods

63% only shop at supermarkets that sell good quality fresh

food

45% agree it’s worth paying extra for good quality beer

38% are prepared to pay more for good quality wine38% are prepared to pay more for good quality wine

They are 27% more likely to be ‘very likely’ to convince

others about food

..and 33% more likely to be ‘very likely’ to convince

others about healthy living

Source: Football Fans Index 2009

Chelsea/Fulham fans and M&S

121% more likely to do their

regular grocery shopping at M&S

Simply Food

56% more likely to do their regular grocery shopping at M&S

Source: Football Fans Index 2009

13% more likely to do their top-up

grocery shopping at M&S

47% more likely to their top-up

grocery shopping at M&S

Simply Food

Selling website ad space

Man City FFI fans vs. average FFI fan

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

Top brands

+76%+94% +60%

+57% +46%

We can identify best-fit sponsors and suppliers

+24%+34% +27%

Source: Football Fans Index 2009

The value of Man City FFI fans

Across many different sectors, Man City FFI fans spend more than the average

Source: Football Fans Index 2009

Holiday tour operator used - % more/less likely for Man City fans to have used

To

ur

op

era

tor

Source: Football Fans Index 2009

To

ur

op

era

tor

Flown with Thomas Cook (last year’s shirt sponsor)- % more/less likely to have flown in the last 12 months

FF

I fa

ns

Source: Football Fans Index 2009

FF

I fa

ns

Summary

FFI data will help you…

… use limited budget more effectively

… identify partnership opportunities… identify partnership opportunities

… sell advertising space

… understand football fans