UK sports fans say the 2018 Ryder Cup encouraged them to watch more golf on TV, that many would enjoy the event more if they better understood the format of the competition, and also express interest in a new golf competition with both men and women competing.
Those were among the extensive findings gleaned from the market by Goodform through its Sports Fan Panel research (see above).
With over 10,000 sports fans signed up, the Sports Fan Panel provides a unique window into the wider UK sports market with nearly 1700 of them taking part in this survey, conducted shortly after the Ryder Cup took place in Paris in September.
Speaking about the findings, Alexandra Kyrke-Smith, Goodform’s Head of Research & Insight, said: “It’s great to see some really interesting insights emerging from this piece that are applicable not just to golf but to the industry more widely. In particular, there is a clear appetite for formats which give a higher profile to female stars, potentially playing alongside their male counterparts. It was also interesting to see such a high proportion of those surveyed stating that they had been inspired to both play and watch golf more as a result – highlighting the importance of capitalising on major events to drive participation.”
Listen to what Alexandra and Goodform’s Marketing Director Joe Kyle have to say about the company’s approach to research, the Sports Fan Panel and the Ryder Cup piece:
In April 2018, Goodform and Formula 1 launched F1 Fan Voice, an always-on global research community. Providing fans with opportunities to feedback, engage and interact, whilst also enabling Formula 1 to constantly develop its audience understanding, F1 Fan Voice has quickly come to represent best-in-class digital fan engagement.
In just 8 months, F1 Fan Voice has enabled its 50,000 members to influence decisions on core elements of fan experience, including race weekend format, TV coverage and F1’s digital platforms. The platform has also been widely used by F1 teams and commercial partners.
Initiatives such as monthly prize draws to win Paddock Access tickets for Grands Prix and exclusive Q&As with Ross Brawn and Sir Jackie Stewart reflect F1 Fan Voice’s focus on delivering value to fans, as well as providing an unprecedented level of insight back to the business.
Matt Roberts, F1’s Global Research Director, said, “F1 Fan Voice makes data and research much more accessible to all teams. Consequently, stakeholders across the business are much more bought in to the value that fan insight brings. The ability to conduct fast turnaround research with such an engaged group of fans is invaluable, and feedback is being shared with the F1 teams, the F1 race promoters, F1 global sponsors as well as the FIA, ensuring decisions are being made with fan views taken into account.”
Alexandra Kyrke-Smith, Head of Research & Insight at Goodform, added, “It’s been great to see F1 Fan Voice grow so quickly since its launch. We work closely with F1’s research team to ensure the insight the platform provides is maximised, including overlaying F1’s global segmentation on all findings to further understand differences between fan segments. We’re looking forward to seeing even more growth on the platform in 2019 and supporting F1 as they lead the way with fan insight and engagement.”
To join F1 Fan Voice, visit www.f1fanvoice.com.