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Understanding live sports audiences

Understanding live sports audiences

With so many live sports events taking place throughout the year, competition for share of wallet is fierce.  If spectators are only attending one event this year, how do you ensure it’s yours they choose?

Sporting events are an exciting aspect of the calendar year for a large proportion of the British society – our recent research tells us that 47% attend a live sporting event at least once a year. The vast array of sporting events on offer, coupled with an expected reduction in overall leisure activity spend this year, means competition for sporting event spend is strong.

Event organisers need to understand the journey from awareness to attendance, and everything in between, as well as identifying any potential barriers that might
prevent people from getting to their event. Future Thinking’s 2018 Retail & Leisure Barometer included a section dedicated to the most popular sporting events in the UK, investigating drivers and potential barriers for attendance.

Future Thinking works with many event organisers to understand spectator experience along the path-to-purchase and at the event. We know that experience is fundamentally linked to why a person chose to attend in the first place. The obvious answer is simply because they are interested in the sport. In general, this is true. However, factors including affordability, ease of attendance and audience make-up play their part.

To find our more about our 2018 Retail and Leisure Barometer, please contact one of the retail and leisure team on 03333 208 220.

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