Understanding fan experiences at the Aviva Premiership Rugby Final

After a nail-biting Aviva Premiership Rugby Final at Twickenham back in May, which saw Exeter Chiefs edge out Wasps after extra time, Goodform conducted a fan experience survey with attendees as part of their ongoing partnership with Premiership Rugby.

With a view to continuously improve the event for future years, Goodform provided Premiership Rugby with insight on a variety of areas including feedback on ticket purchase process, understanding drivers to attend, and event experience including the Fan Village, sponsor activations and catering.

Having carried out research on the event since 2011, the feedback for the 2017 Final was the most positive it’s ever been, with the event receiving an unprecedented +70 Net Promoter Score and with over half of those who’ve attended multiple finals stating it was the best they’ve ever experienced.

The fan experience survey followed another hugely successful season in Goodform’s CRM and research partnership with Premiership Rugby, which also saw unprecedented engagement rates and a record amount of ticket sales revenue driven via Premiership Rugby’s email campaigns.

Commenting on the partnership, James Tyler, Head of Marketing at Premiership Rugby, said, “We have worked closely with Goodform for a number of years and the insight they provide continues to inform our strategies around ticket sales, event experience and fan communications. Their reporting always provides clear recommendations which enable us to adapt our approach and implement new strategies as Premiership Rugby continues to grow.”

For more information or to discuss your Research & Insight requirements, contact alexandra.kyrke-smith@goodformgroup.co.uk


Aviva Premiership Rugby Final 2017 Infographic