欧洲足球球迷观点分析报告-外文版培训课件

CONSUMER&

BRANDEuropean

Football

Benchmark:The

fans’

viewConsumer

Insights

reportMarch2024“Without

fans

who

pay

atthe

turnstile,

football

is

nothing.

Sometimes

weare

inclined

to

forget

that.”Jock

SteinCeltic

manager

(1965–1978)2Table

of

contents01

Videoassistant

refereeVAR

assessment04

SponsorshipAttitudestowardsponsorsPotentialcustomersSponsorshiptouchpointsIndustrypreferenceBettingsponsors1112132931323638AttitudestowardVARImprovements02

The

bigfiveEuropean

leaguesLeaguefollowingFavoriteleague15161718192005

Stadium

experienceFavoriteclubVisit40414243Next

superstarsReasonsforvisitPotentialfansImprovementstoafootballstadiumIssuesPerceptions03

ClubimageAttitudestowardclub’simageImportant

characteristicsClubcomparison–ChinaClubcomparison–UnitedStates222426273Table

of

contents06

Politics

&CSRBuzzwords09

eSports

&gamingAttitudestowardeSportsLevelofinterest4546474950636465PoliticsDiscriminationinfootballEnvironmentalsustainabilityCharityworkGenres10

Football

&fashionMerchandisepurchasersTypesofmerchandiseShoppingaround6768697007

Women’sfootballAttitudestowardwomen’sfootballInterestinfreeavailabilityLevelofinterest525354Fashionablesportsbrands08

Social

mediaAttitudestowardsocialmediaUsage5758596061PlatformsDesiredcontentContent4TheEuropean

Football

Benchmark

captures

the

sentiments

of

a

global

audienceconsisting

of

over

20,000

fans

worldwideStudy

designTheEuropean

Football

Benchmark

covers

the

bigfiveEuropean

leagues

and

looksatthefans’perspective

ontheirfavorite

andfollowed

leagues

andteams,clubimages,

stadium

visits,and

football

viewing

habits.Thisstudyalsoexamines

awiderangeof

topics,including

football

andsocial

media,

women’s

football,and

footballmerchandise.

You

will

get

to

know

fans’attitudestoward

VARandeSports

&gaming.MethodLanguageSourceOnline

surveyLocal

languagesRegionChina,France,Germany,Italy,Spain,UK,andU.S.Numberofrespondents

20,979Age

of

respondentsTypeof

respondentsPanel

provider16

years–80

yearsResidential

online

populationCintSurvey

periodJuly

toAugust20235Notes:This

exclusivesurvey

is

also

published

asa

Content

Special

within

the

Consumer

Insights

Global

surveyand

can

be

evaluated

individuallySources:Consumer

Insights

“European

Football

Benchmark

2023”;

surveyperiod:

July

toAugust

2023Summary•

Key

insightsFans

universally

agree

on

the

long-term

use

of

VAR,

but

its

implementationleavessomething

to

be

desiredKey

insights(1/3)Fanswant

VARtocontinue,butthey

seeroom

forimprovementAlthough

almosteveryoneagreesonthe

long-termusageofVAR,

manyfansarestillnothappywiththewayitisbeingimplemented.

Thissentimentismostseen

intheUK,

wherejust46%

offootballfansbelievethattheimplementationofvideo

assistant

referees

hasbeenhandledinanefficient

manner.Thatislessthaninanyother

countryinoursurvey.Fanshavealso

suggested

someimprovementsthatcouldhelpVAR.

Thisincludes,butisnotlimitedto,

replaysonstadium

screensandhearingVAR

discussions.The

Premier

Leaguereigns

supremeamong

thetopfive

leagues;theEnglishclubs

are

afan

favorite

outside

EuropeThePremierLeague

iseitherthe

mostfollowedorthesecondmostfollowedleagueineach

countryinoursurvey.Moreimportantly,thetoptierofEnglishfootballisthemostfollowedleagueoutsideofEurope,beingthe

favoriteEuropeanleagueamongU.S.(68%)

andChinesefootballfans(47%).

Thesamegoes

forPremierLeague

clubs,asManchesterUnited,

Chelsea,andManchesterCityenjoyunparalleledpopularityinboth

thesemarkets.The

majority

offootball

fansare

infavor

ofacap

onplayerspendingAtatimewhenclubs’spendingonnewplayershasgonethrough

theroof,morethanhalfoffootballfansaroundtheglobebelievethatthereshouldbealimitontheamountclubscan

spendonplayers.ManyItalianfans(78%)

sharethisopinion,

andtheyarealso

theloudest(82%)

whenitcomestobelievingthatplayersarebeingpaidtoomuch.Similarly,aroundone-third

offansinfiveoutoftheseven

countriesinoursurveyhaveheardaboutFinancialFairPlay,

withGermanyandthe

U.S.beingthetwoexceptions.7Sources:Consumer

Insights

“European

Football

Benchmark

2023”;

surveyperiod:

July

toAugust

2023Fans

value

thrilling

football

on

the

pitch;

many

also

acknowledge

the

sponsors’role

in

a

club’s

competitivenessKey

insights(2/3)Fanswant

entertainmentwithout

compromising

onintegrityWhenaskedaboutaclub’stopthreeimage

attributes,

fansalloverthe

globe

wish

to

beassociatedwithaclubthatplaysthrilling/excitingfootball.Meanwhile,

manyfansalso

wanttheclubtobetrustworthyandtoberunwell.

Thisattitudewasnoticeablealmosteverywhere

inEurope.Incontrast,ChineseandU.S.fansputslightlylessemphasisonthe

generalrunning

ofaclub.FootballfansinChina

wouldratherhaveaclubthatissocially

responsible;

fansintheU.S.appreciateawelcoming

experience.Fansunderstand

theimportance

ofsponsors,

butthereare

some

grievancesaboutclubs’behaviorIngeneral,

footballfansaround

theglobebelievethatsponsorshelpclubstobecompetitive,

withChinese(80%)

andGerman

footballfans(77%)

beingthestrongestadvocatesofthisviewpoint.However,

aroundone-thirdoffansineachcountry–excluding

Germany

–believethattheirclubcaresmore

aboutsponsorsthantheirfans.Sponsors

receivethemost

lovefrom

Chinesefans,andplayers’

kitsgetthemost

love

worldwide79%

offansinChinasaidthattheyweremore

likelytouseproductsfrombrandsthatsponsoredtheirfootballclub.Thisis

amuchhighersharethanin

Europe,

whereonlyaround50%

ofrespondentsor

less

madethisstatement.So,

forbrandslookingtogrow

their

marketshareinthe

Chinesemarket,

footballprovidesastrong

platform.Additionally,more

than40%

offansworldwideremember

seeingadvertisementsonplayers’kitsinthe

pastfourweeks,withthe

front

ofshirtsgenerating

the

mosttractionamong

respondents.8Sources:Consumer

Insights

“European

Football

Benchmark

2023”;

surveyperiod:

July

toAugust

2023Clubs

need

to

take

a

stand

on

social

issues;

many

fans

demand

equal

pay

forequal

playKey

insights(3/3)Thereare

opportunitiesfor

clothingandaccessory

brands;fansshare

ageneralconcernabout

bettingsponsorsInalmosteverycountryexcepttheUK,

clothingandaccessories

areamong

the

topthreeindustriesfanswouldliketoseesponsor

theirclub.TheyscorehighestinSpain(36%)

andtheU.S.(35%).

Meanwhile,

fansallovertheglobearegenerallyagainsttheidea

ofbettingcompaniessponsoringtheirclub.Thisview

ismostsharedbyChinesefans(72%),

followedbyfansintheUK

(64%),

whosaidthey

werepleasedwhenclubsor

leaguesputabanonbetting

sponsors.Thebetting/gambling

industryalso

appearsinthe

bottom3formost

wantedindustriesasa

sponsorineverycountrysurveyed,

alongsidethegovernment

andlogistics.Fanswant

clubstobeprogressivebutnotpoliticalOvertwo-thirdsoffootballfansacrosstheglobe

saidthatclubsshouldactagainstdiscrimination,

withSpanish(87%)

andItalianfans(86%)beingthestrongest

supportersofthisviewpoint.Similarly,fanseverywherewant

clubstodomore

totackleenvironmentalissues,

andmanyofthem

believe

itisimportantforaclubto

docharitywork.However,

notmanywishtoseepolitics

infootball,

assupportersfromallage

groups

endorsedthe

idea

that“clubsshouldsticktofootball,notpolitics”inoursurvey.Women’sfootball

ison

therise,withgrowing

callsforequalpay

for

male

andfemale

playersMorethan70%

offootballfansinallcountriessurveyedconsiderwomen’sfootballtobeontherise.Itistherefore

oneof

theexciting

newavenuesforsponsorshipinfootball.Manyfansalsobelieve

thatmaleandfemaleplayersshouldreceiveequalpay,withfans

inChina(79%)beingthestrongest

supportersofthisidea.9Sources:Consumer

Insights

“European

Football

Benchmark

2023”;

surveyperiod:

July

toAugust

2023CHAPTER

01Video

assistant

referee•

VAR

assessment•

Attitudestoward

VAR•

ImprovementsCompared

to

fans

in

other

countries,

UK

and

U.S.

fans

are

more

critical

of

VARVideo

assistantreferee:

VARassessmentFans’viewon

whetherVARshouldbe

keptorabandoned4%12%3%19%5%5%7%8%6%5%14%14%6%2%15%5%12%18%17%26%28%75%76%72%69%68%57%52%KeepUndecidedAbandonDon’t

know11

Notes:Sources:“Should

VAR

be

kept

orabandoned?”

(single-pick);

Base:

n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

areinterested

in

footballConsumer

Insights

asofSeptember

2023VAR

implementation

is

met

with

skepticism

among

European

supporters,

withfans

in

the

UK

being

the

least

satisfied

with

its

implementationVideo

assistantreferee:

attitudestoward

VARFanswhoagreedwith

thefollowing

statements

aboutVAR80%78%73%70%70%68%63%62%57%55%55%52%50%46%Ingeneral,

VARhasmade

football

more

fairTheimplementation

ofVARhasbeen

handledwell12

Notes:Sources:“Which

ofthe

following

statements

about

VAR

do

youagree

with?”

(single-pick);

Base:n=2,298

Chinese

fans,

n=1,765

French

fans,n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207U.S.

fans,

respondents

who

areinterested

in

footballConsumer

Insights

asofSeptember

2023Fans

everywhere

want

to

see

replays

on

stadium

screens

to

improve

VAR;

manyalso

want

to

hear

VAR

discussionsVideo

assistantreferee:

improvementsTop3VARimprovementssuggestedby

fans

by

country53%49%49%45%44%44%42%41%40%39%

39%38%34%34%34%33%28%

28%27%25%22%13

Notes:Sources:“What

could

be

done

to

improve

VAR?Pleaseselect

all

that

apply.”

(multi-pick);

Base:n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207U.S.

fans,

respondents

who

areinterested

in

footballConsumer

Insights

asofSeptember

2023CHAPTER

02The

big

fiveEuropean

leagues•

League

following•

Favorite

league•

Favorite

club•

Next

superstars•

Potential

fans•

PerceptionsThe

Premier

League

is

king:

It

is

either

the

most

followed

or

the

second

mostfollowed

league

around

the

worldThebigfiveEuropean

leagues:

league

followingTop2most

followed

European

leaguesbycountry96%90%89%86%69%64%45%42%41%40%40%35%24%Most

followed

leagueSecond

most

followed

league15

Notes:Sources:“Which

ofthe

following

football

leagues

do

youfollow

(e.g.,

by

looking

at

news,

results,

social

media)?”(multi-pick);

Base:n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

are

interested

in

footballConsumer

Insights

asofSeptember

2023The

Premier

League

reigns

supreme

outside

Europe;

Italian

and

Spanish

fansare

most

passionate

about

their

own

leaguesThebigfiveEuropean

leagues:

favorite

leagueFavorite

European

leaguesbycountry92%85%70%68%47%16

Notes:Sources:“Which

is

yourfavorite

league?”(single-pick);

Base:

n=2,164

Chinese

fans,

n=1,685

French

fans,

n=1,713

Germanfans,

n=1,987

Italian

fans,

n=2,080

Spanish

fans,

n=1,744

UKfans,

n=1,015

U.S.

fans,

respondents

who

areinterested

in

football

and

follow

aleagueConsumer

Insights

asofSeptember

2023Manchester

United

is

the

powerhouse

outside

Europe,

whereas

Real

Madrid

isin

a

league

of

its

own

in

SpainThebigfiveEuropean

leagues:

favorite

clubTop3favorite

clubs

bycountry40%27%23%21%18%18%17%15%Italy15%UK14%13%12%11%10%9%8%8%6%5%5%4%ChinaFranceGermanySpainU.S.Overall

favorite

clubSecond-ranked

favorite

clubThird-ranked

favorite

club17

Notes:Sources:“Which

ofthese

teams

is

yourfavorite/mainteam?”(single-pick);

Base:n=2,120

Chinese

fans,

n=1,652

Frenchfans,

n=1,697

Germanfans,

n=1,968

Italian

fans,

n=2,073

Spanish

fans,

n=1,682

UKfans,

n=960

U.S.

fans,respondents

who

areinterested

in

footballConsumer

Insights

asofSeptember

2023Erling

Haaland

is

almost

unanimously

seen

as

the

next

superstar

in

worldfootball

–

except

in

Spain,

where

Vinícius

Júnior

is

rated

the

highestThebigfiveEuropean

leagues:

next

superstarsTop3most

impactful

playersunder

23

bycountry44%43%42%36%35%35%34%34%32%28%27%25%23%22%21%

21%21%19%18%17%14%18

Notes:Sources:“Which

players

currently

under

23

yearsofage,do

youexpectto

have

the

biggest

impact

onfootball

overthe

next5years?Pleaseselect

up

to3.”(multi-pick);

Base:n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

are

interested

in

footballConsumer

Insights

asofSeptember

2023The

U.S.

is

the

market

with

the

most

potential

for

new

fans:

Nearly

one

in

tenfootball

followers

are

yet

to

select

their

favorite

European

teamThebigfiveEuropean

leagues:

potential

fansFanswhodonothaveafavorite

or

mainteam

bycountry8%7%7%3%2%2%1%19

Notes:Sources:“Which

ofthese

teams

is

yourfavorite/mainteam?–I

don’t

have

afavorite/mainteam”(single-pick);

Base:n=2,120

Chinese

fans,

n=1,652

Frenchfans,

n=1,697

Germanfans,

n=1,968

Italian

fans,

n=2,073

Spanish

fans,n=1,682

UKfans,

n=960

U.S.

fans,

respondents

who

are

interested

in

footballConsumer

Insights

asofSeptember

2023Fansacross

the

UK,

Spain,

and

Italy

are

concerned

that

the

top

leagues

are

notthinking

enough

about

the

average

supporterThebigfiveEuropean

leagues:

perceptionsFans’viewon

whetherthetop

leaguesdonotthink

about

everydayfans10%55%12%36%12%35%18%43%17%49%20%41%28%27%52%53%45%39%39%35%34%AgreeDisagreeDon’t

know20

Notes:Sources:“Which

ofthe

following

statements

about

football

do

youagree

with?

–The

top

leagues

don’t

think

about

everydayfans”

(single-pick);

Base:

n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999

Italianfans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

are

interested

in

footballConsumer

Insights

asofSeptember

2023CHAPTER

03Clubimage•

Attitudestoward

club’simage•

Important

characteristics•

Club

comparison

–China•

Club

comparison

–United

StatesSpanish

fans

are

the

proudest

of

their

team’s

image,

whereas

German

fans

arethe

leastproudClub

image:

attitudetoward

club’simage

(1/2)Fanswhoare

proudoftheirclub’simage6%9%6%9%7%10%8%11%12%15%13%16%7%8%85%84%86%82%77%77%72%AgreeDisagreeDon’t

know22

Notes:Sources:“Thinking

about

afootball

club’s

reputation,

which

offollowing

statements

do

youagree

with?–I’mproud

ofmyclub’s

image”(single-pick);

Base:

n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

are

interested

in

footballConsumer

Insights

asofSeptember

2023Club

image

is

an

important

factor

for

supporters

across

the

worldClub

image:

attitudetoward

club’simage

(2/2)Fansfor

whom

theirclub’simage

isveryimportant7%8%8%9%6%8%11%15%11%16%10%10%13%13%83%83%84%79%79%74%73%AgreeDisagreeDon’t

know23

Notes:Sources:“Thinking

about

afootball

club’s

reputation,

which

offollowing

statements

do

youagree

with?–Myclub’s

imageis

veryimportant

to

me”(single-pick);

Base:

n=2,298

Chinese

fans,

n=1,765

French

fans,

n=1,780

Germanfans,n=1,999

Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

are

interested

in

footballConsumer

Insights

asofSeptember

2023Fans

want

clubs

to

play

exciting

football,

but

they

also

expect

honesty

andcompetency

from

the

people

running

the

clubClub

image:

important

characteristics

(1/2)The

3most

important

characteristics

of

aclub

by

country45%43%42%39%39%38%36%35%35%34%34%33%33%32%32%31%31%28%28%27%23%24

Notes:Sources:“In

youropinion,

what

arethe

mostimportant

attributes

ofaclub?

Please

chooseamaximum

of3.”(multi-pick);

Base:n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanishfans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

areinterested

in

footballConsumer

Insights

asofSeptember

2023Fans

prefer

a

traditional

image

and

are

not

too

fussed

about

glamourClub

image:

important

characteristics

(2/2)The

3leastimportant

characteristics

ofaclub

bycountry13%11%

11%9%8%7%6%6%6%5%5%4%4%4%4%3%3%3%3%3%2%25

Notes:Sources:“In

youropinion,

what

arethe

mostimportant

attributes

ofaclub?

Please

chooseamaximum

of3.”(multi-pick);

Base:n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanishfans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

areinterested

in

footballConsumer

Insights

asofSeptember

2023Thrilling/exciting

football

is

what

makes

Chinese

fans

tick;

many

also

appreciatehonesty

from

a

football

clubClub

image:

clubcomparison

–ChinaClubsneedtounderstandtheChinesemarketlandscape

to

succeed

inthismarket.Chinesefansrelatetoaclubthatplaysthrilling/exciting

football,ishonest,andissocially

responsible.FortunatelyforReadMadrid,Chinesefansassociate

theSpanishclubwithexciting

football,asitclearlyoutranksLiverpoolonthismetric.Meanwhile,theAnfieldsideoutscorestheSpanishclubintermsofbeingperceivedasaclubthatishonest/trustworthy.Liverpoolisalso

aheadofRealMadridwhenitcomestobeingconsideredawell-runclub.Image

scoresamong

Chinese

football

fansAmbitious40%InnovativeRichintraditionInternationallyrecognized35%30%25%20%15%10%5%SociallyresponsibleWellrunThrilling/excitingfootball0%Eco-friendlyAuthenticBothLiverpoolandRealMadridareratedquitehighlyinChina,asthesearetwoofthetenmostfollowedclubsinthecountry.However,

onething

boththeseclubscouldimproveonistheirsocialresponsibility.Whilethisattributeisratherimportant

toChinesefans,both

clubsscorefairlylowonthismetric.UnconventionalGlamorousTransparentRegionallyrootedHonest/trustworthyFamily-like/welcomingLiverpoolRealMadridChinesefootballfans“In

youropinion,

what

arethe

mostimportant

attributes

ofaclub?

Please

chooseamaximum

of3.”(multi-pick);

“Which

ofthe

following

arethe

main

characteristics

that

are

typical

ofLiverpool?Please

choose

amaximum

of3.”(multi-pick);

“Which

ofthe

following

are

the

main

characteristics

that

aretypical

of

RealMadrid?Please

choose

amaximum

of3.”(multi-pick);

Base:

n=2,298

Chinese

fans

(total),

n=306

Chinese

fans’

imageofLiverpool,n=157

Chinese

fans’

image

ofRealMadrid,

respondents

who

are

interested

in

football,

selected

the

relevantclub

as

their

favoriteone

and

a

randomized

selection

ofrespondents

who

know

the

club26

Notes:Sources:Consumer

Insights

asofSeptember

2023U.S.

football

fans

want

clubs

to

be

exciting,

honest,

andfamily-like,

while

glamouris

not

one

of

their

main

prioritiesClub

image:

clubcomparison

–UnitedStatesU.S.fansseekentertainingfootballfromtheirclubonthepitch,

allthe

whilevaluingaclubthatupholdshonestyandreliability.Fansinthe

U.S.also

haveanaffinityforclubswithaclose-knit,familialImage

scoresamong

U.S.

football

fansAmbitious40%InnovativeSociallyresponsibleRichintraditionInternationallyrecognized35%30%25%20%15%10%5%atmosphere.Thisseemstobegood

newsforManchesterUnited,

asU.S.footballfansassociate

the20-time

PremierLeaguechampionswiththrilling/exciting

football.Meanwhile,whenitcomestoFCBarcelona,the

Catalangiantsclearlyoutrankthe

RedDevils

intermsofhavingawelcomingimage.Similarly,Barcelona

isalso

viewedasaclubthatiswellrun.WellrunThrilling/excitingfootball0%Eco-friendlyAuthenticUnconventionalGlamorousHowever,

bothclubsfailtobeperceivedashonest/trustworthybythemajorityofU.S.footballfans,thusgiving

themsomethingtoworkontoimprovetheir

imageintheU.S.market.TransparentRegionallyrootedHonest/trustworthyFamily-like/welcomingManchesterUnitedBarcelonaU.S.

footballfans“In

youropinion,

what

arethe

mostimportant

attributes

ofaclub?

Please

chooseamaximum

of3.”(multi-pick);

“Which

ofthe

following

arethe

main

characteristics

that

are

typical

ofManchester

United?

Please

choose

amaximum

of3.”(multi-pick);

“Which

ofthe

following

are

the

main

characteristics

that

aretypical

of

Barcelona?Pleasechoose

a

maximum

of3.”(multi-pick);

Base:

n=1,207

U.S.

fans

(total),

n=294

U.S.

fans’

image

ofManchester

United,

n=85

U.S.

fans’

image

ofBarcelona,respondents

who

are

interested

in

football,

selected

the

relevantclub

as

their

favoriteone

and

a

randomized

selection

ofrespondents

who

know

the

club27

Notes:Sources:Consumer

Insights

asofSeptember

2023CHAPTER

04Sponsorship•

Attitudestoward

sponsors•

Potential

customers•

Sponsorship

touchpoints•

Industrypreference•

Betting

sponsorsMost

football

fans

around

the

globe

believe

that

sponsors

should

align

with

theclub’s

values;

however,

only

half

ofGerman

fans

care

who

sponsors

their

clubSponsorship:

attitudestoward

sponsors

(1/2)Fanswhoagreedwith

thefollowing

statements

aboutsponsorship

infootball81%80%79%78%76%74%73%70%70%65%63%62%53%51%Sponsors

should

reflect

thevaluesof

aclubIcare

whosponsors

my

club29

Notes:Sources:“Which

ofthe

following

statements

about

sponsors

in

football

do

you

agree

with?”

(single-pick);

Base:

n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

areinterested

in

footballConsumer

Insights

asofSeptember

2023Most

fansbelieve

sponsors

enhance

a

club’s

competitiveness,

but

many

fansare

worried

that

clubs

care

more

about

sponsors

than

supportersSponsorship:

attitudestoward

sponsors

(2/2)Fanswhoagreedwith

thefollowing

statements

aboutfootball

sponsors80%77%75%73%73%72%71%48%42%38%34%33%33%23%Sponsors

help

clubsto

becompetitiveMy

clubcares

more

abouttheirsponsors

thantheirfans30

Notes:Sources:“Which

ofthe

following

statements

about

sponsors

in

football

do

you

agree

with?”

(single-pick);

Base:

n=2,298

Chinese

fans,

n=1,765

Frenchfans,

n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who

areinterested

in

footballConsumer

Insights

asofSeptember

2023Sponsoring

a

football

club

is

a

prime

opportunity

to

increase

the

usage

of

abrand’s

products

or

services

in

the

U.S.

and

ChinaSponsorship:

potential

customersFanswhoare

more

likelyto

use

products/services

ofcompaniesthat

sponsortheirclub79%65%51%50%46%44%32%31

Notes:Sources:“Which

ofthe

following

statements

about

sponsors

in

football

do

you

agree

with?–

I’mmore

likely

to

use

products/services

ofcompanies

that

sponsor

my

club”

(single-pick);

Base:

n=2,298

Chinese

fans,

n=1,765

Frenchfans,n=1,780

Germanfans,

n=1,999

Italian

fans,

n=2,112

Spanish

fans,

n=1,814

UKfans,

n=1,207

U.S.

fans,

respondents

who