Goodform research reveals the most captivating sports event of 2017
By Community | November 23, 2017
It’s been another engrossing year of sport involving UK teams and individuals. Annual events such as Wimbledon and The Open have been augmented with major one-off events such as London 2017: the IAAF World Athletics and Para Athletics Championships.
But research by specialist sports insight agency Goodform has revealed that the most captivating event for UK sports fans took place more than 11,000 miles away: The British & Irish Lions rugby union tour of New Zealand in June/July.
34% of those surveyed pinpointed the Lions tour as the event ‘they most looked forward to’ in 2017. This level of backing will be music to the ears of those who want to ensure the future of Lions tours in their current form.
The first survey of its kind was conducted by Goodform using its unique Sports Fan Panel, a database of more than 32,000 sports enthusiasts that’s growing every day.
Goodform head of research and insight, Alexandra Kyrke-Smith, said: “The Lions stat is the headline figure, but the survey went much deeper.
“It’s also provided valuable information for event owners and rights holders in individual sports. We’ve been able to rank the main events in each sport in order of popularity – whether here or overseas.”
For sports marketers, the survey also delivers excellent insights on which to base marketing strategies. For example, it ranks the media channels most used to find out about events and the most-recalled advertising media.
“It’s also drawn back the veil on attendance drivers, such as the main factors dictating ticket purchase and the distance people are prepared to travel to an event,” Kyrke-Smith added.
“These are clearly vital in planning the feasibility of an event, whether a tournament, multi-day championship or a one-off event.”
The Sports Fan Panel results will be of particular interest to Goodform’s already-impressive client list, which spans the sporting world.
It also builds on the agency’s core services, which focus on the use of data and insight to drive tangible growth – whether in revenue, participation or membership – or all three at the same time. The range of Goodform services can be viewed here.
Sports fans can sign up to Goodform’s Sports Fan Panel and express opinions to help shape the decisions of some of the UK’s leading sports clubs, organisations and governing bodies. To sign up, click here.