Decoding The Global Fan

A marketer's guide to unlocking sponsorship potential around the globe

The roadmap to continued success depends on identifying, targeting, and effectively engaging a more fickle group of fans we call Selectives. Understanding what makes this segment engage and which tactics they will respond favorably to is central to optimizing your sponsorship success.

DOUG HALL
SVP, Head of US Consulting
MKTG & SRi

WHAT IS DECODING RESEARCH?

First commissioned in 2012, Decoding the Modern Sports Fan was designed to help brand marketers understand how consumers view sponsorship. More specifically, we wanted to provide brands (along with rightsholders, agencies and media companies) with the roadmap to identify which consumers were most open to sponsorship, where to find them, and how to engage with them to ensure programs were fully realized and had the best chance for success.

The key learning from this extensive body of research was the now fully supported realization that passion and avidity for sports are superficial compared to brand receptivity when it comes to creating lasting relationships between consumers and brands. This evolutionary new thinking became the cornerstone of what we call, The Receptivity Theory.

Decoding series over the years

2012
DECODING THE MODERN SPORTS FAN

A landmark study identifying the importance of Sponsor Receptivity

2017
DECODING 2.0

Expanded the original findings into additional lifestyle areas, like gaming, culinary, and music

2019
DECODING CANADA

Understanding sponsor receptivity and overall sports & entertainment consumption north of the border

2021

Episode 4: Decoding the Global Fan

In late 2021, we conducted the fourth episode in the Decoding Research Series: Decoding the Global Fan. This is the most comprehensive Decoding study to date, exploring sponsor receptivity among fans of sports, music, film, and gaming in 20 countries across five continents. It includes insight from over 24,000 fans around the world in the following countries:

North America

Canada

Mexico

USA

Europe

France

Germany

Italy

Spain

UK

Asia

China

India

Indonesia

Saudi Arabia

UAE

Vietnam

South America

Argentina

Brazil

Chile

Colombia

Oceania

Australia

New Zealand

What’s In the Study

This research provides a comprehensive overview of fans by different lifestyle segments such as sports, music, etc.

Across all lifestyle segments and interests, we can profile the following:

Interest in sports

Interest in events

Interest in music

Interest in gaming/esports

Engagement with sponsors

Attitudes towards sponsorship

Social media habits

Role of influencers

Interest in new tech

Shopping behavior

Attitudes towards COVID

Psychographics

UNDERSTANDING
RECEPTIVITY

RECEPTIVITY IS
ATTITUDE + ACTION

Receptivity is a measure that includes consumers’ attitudes toward sponsorship and the ways in which they’ve engaged with sponsors.

  1. Receptive consumers have engaged frequently with sponsors through a variety of channels and respond positively to brands who sponsor their favorite sports and entertainment events.

  2. Selective consumers have engaged with sponsors, but not as frequently or consistently. They do, however, maintain a positive attitude about the role of brands and sponsorships as a part of their favorite events.

  3. Non-Receptive consumers have rarely engaged with sponsors, if at all, and are resistant to the role that sponsors can play in their favorite events.

WHAT THIS MEANS FOR
SPONSORs

The good news is, approximately one-third of consumers globally can be classified as Receptive (a number that is growing among sports fans in the US). At the same time, the number of people who tune out sponsors completely is shrinking.

This means the directive for brands, agencies, and sponsorship marketers is clearer than ever. You have to reach Selectives if you want to be successful. This will ensure sponsorship programs reach an audience that is most likely to be influenced by sponsorship.

Within the report, we profile these ‘on the fence’ fans. With this research, regardless of the sport or entertainment property, we can identify, with accuracy, the platforms, tactics and messages that are most likely to resonate with a target audience.

Key Takeaways