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CX Monthly
TUE 28 APR | THE FUTURE
How will fans and sponsors respond?
How will fans and sponsors respond?

The first research to assess consumer perceptions...

The first research to assess consumer perceptions on how the pandemic will impact engagement with live sports and entertainment has been released, revealing big challenges and new opportunities.

Performance Research specializes in consumer research and evaluation in the event, sponsorship and experiential marketing industry.  They collaborated with Full Circle Research in the execution of an on-line survey conducted between March 23-26 in the States.  While responses may not be precisely aligned with Spanish views, the results are still revealing, and should provide you with some key insights as to how your clubs should plan for re-launch.  Read more HERE.

In addition to hard data, clubs should also consider commentary from industry leaders.  Here is an example of views taken from a recent story in Sports Business Journal:

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“The first time you are lined up to go into a stadium and somebody coughs, what’s going to happen?  There will be new levels of health and safety expected by fans.”

--John Tatum, Genesco Sports CEO

 

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“More than ever we have to make people feel safe.  Our focus for so long has been on security.  That same sort of diligence needs to be on health now.  Consumers are used to walking through magnometers to go into stadiums.  I think you’ll see us and the industry adapting those kinds of machines to check for temperature.”

--Mark Lamping, Jacksonville Jaguars (NFL) President

 

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“The big question on the consumer side is how we feel about going to live sporting events – and that, we just don’t know.”

--Al Guido, San Francisco 49ers (NFL) President

 

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“I expect there will be – and maybe already is – a significant amount of fans with super high anxiety around going to games.  It bodes well for TV ratings…but I would be surprised if it was business as usual as soon as they open the gates.”

--Michael Neuman, Executive Vice-President & Managing Partner, Scout Sports & Entertainment

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