The Specialist Sports Research Agency

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Understanding the Issues and Opportunities in
Motorsport

sportaccord Madrid May 2003
Nigel Geach Director Sports Marketing Surveys
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OrIt isnt just about big numbers -THERE ARE
REAL MOTORSPORT FANS OUT THERE!
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Why are we qualified to comment?

• Independent, international Sports Market Research
  Agency
• Established for nearly 20 years
• Research all aspects of sport - golf, tennis,
  football etc. etc.
• Wide range of clients
• Federations
• Sponsors
• Rights Holders
• Manufacturers
• Tourist Boards
• Event Organisers
• A FULL SERVICE MARKET RESEARCH AGENCY

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Background of the Research

• Sports Marketing Surveys carried out research
  amongst 8000 motorsport fans across the world
  during the latter part of 2002.

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The Motorsport Landscape

• International
• Formula One
• CART
• World Rally
• MotoGP
• IRL
• Superbikes
• Formula Three

• National
• NASCAR
• Touring Cars
• National Series
• to name a few ...

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Motorsport

• Truly Global Coverage

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Big Numbers

• Formula One race (Live)
• MotoGP (Live)
• WRC (Highlights)

• 10/12 Million in Italy
• 3 Million in Spain
• 1.4 million in UK

Therefore cumulatively including Highlights,
Sports Programmes, Features and News Programmes -
RESULTS ARE VAST
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Behind the Numbers

• The Motorsport Fan
• The target market for the TV broadcast!
• The focus of a special report

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Who is the motorsport fan?

• Mostly male - 70
• Particularly for WRC, MotoGP and NASCAR
• Aged 30-40 years
• WRC youngest, NASCAR IRL oldest
• Average income 35-65,000 p.a.
• WRC and MotoGP - more junior management
• IRL, CART NASCAR - more senior management
• Formula One - all sectors

Note Data excludes students
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Other Sporting Interests?

• Fans tend to have a favourite sport but an added
  interest in other motorsports
• Formula One has the greatest cross over even
  amongst CART and NASCAR fans
• Motorsport fans also interested in
• Outside USA USA
• Soccer American Football
• Tennis Ice Hockey
• Skiing/snowboarding Baseball

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Motorsport fans are loyal

• Average Years Following
• IRL 10
• CART 10
• NASCAR 10
• Formula One 6 - 10
• World Rally 3 - 5
• Superbikes 6 - 10
• Moto GP 6 - 10
• World Rally Championships show the greatest
  influx of fans in recent years
• Males are longer term fans than females

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Motorsport fans also attend races

• Where possible motorsport fans attend races
• 85 have ever attended
• CART and NASCAR most regularly
• Attendance is preferred to TV
• Atmosphere, seeing the competitors, making a day
  of it!
• Reasons for non-attendance
• Personal circumstances, cost, distance
• Some fans didnt know where to buy tickets!!

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Motorsport Fans buy merchandise

• 75 owned some merchandise
• the older the fan the more they own!
• 60 of merchandise owned is team specific
• Caps and shirts most popular
• Purchase is prohibited by
• High costs
• Sourcing merchandise
• Not supporting a particular team
• Not liking merchandise available

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Is all motorsport the same?

• All are exciting - Formula One MotoGP less
• But other images are apparent
• Formula One cutting edge, expensive
• WRC extreme, brilliant
• MotoGP brilliant, dangerous
• Superbikes brilliant, ultimate sport
• CART cutting edge, dangerous
• NASCAR fun, dangerous
• IRL dangerous, fun

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Has the loud noise made an impact?
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Spontaneous Sponsor Association
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Top Five Associated Sponsors
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Factors that effect Sponsorship Association

• Time involved in the sport, with team .
• Branding opportunities - on car/bike, at track
• Leverage and activation links
• Clutter within sponsorship environment - on car,
  exclusive category
• Sector of sponsor - (e.g. Linked to motorsport -
  oils, tyres)
• easier association
• good team performance is recognised as good
  product.

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Sponsorship encourages purchasing
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How does this compare to other sports?

• Unprompted awareness of sponsors
• World Cup Soccer 36 - 5
• Olympic Games 72 - 2
• Motorsport 45 - 1
• Asian Games 31 - 1
• Sailing 42 - 1

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Conclusions

• Big audiences are real people
• Motorsport fans
• are loyal
• buy merchandise
• follow other sports
• are aware of the top sponsors
• would buy sponsors products, more so if they
  perform

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Independent and International Research Services
are provided by

• The Courtyard, Wisley
• Surrey, GU23 6QL, United Kingdom
• Tel. [phone]
• Fax. [phone]
• e-mail. nigelg_at_sportsmarketingsurveys.com
• www.sportsmarketingsurveys.com
• Offices in UK, Australia, Belgium, Brazil,
  France, Greece, Italy, Japan, Korea, Spain and
  USA.

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