A new study by Toronto-based sports and entertainment marketing company Octagon shows ‘team devotion’ is by far the most crucial factor for fans. The study, which segments fans into various types, has found that the difference in fan types suggests that different sponsorship activation strategies and communications may be necessary to engage the entire fan base. Marketers need to know which sub-category their target falls into in order to plan an effective campaign. For instance, beer companies that want to target young adults should focus on ‘tribal competitors,’ a sports fanatic type who is totally wrapped up in the game and is typically single, younger and have less disposable income. Sponsorship platforms that indulge the all-consuming nature of their passion and link them with like-minded fans will be well received.
The Passion Drivers Study has found that hockey is an opportunity to ‘talk and socialize’ with other fans, with ‘nostalgia’ for the history of the sport and people’s own memories of playing in their youth driving the third group’s overall love of the game. Octagon surveyed 1,200 people and used a proprietary ‘Passion Drivers’ methodology to delve deeper into the three fan types. Results showed team devotion is very important for each, however the way in which marketers would connect to each fan type varies significantly depending on other supporting factors. Over 46% of the hockey fans were classified as ‘loyal supporters.’ For these fans, sense of belonging, talk and socializing and nostalgia support the devotion they have for their favorite team. Nearly 40% are ‘family followers’ whose motivating Passion Driver factor is a love of the game. The smallest fan type at 14% is the ‘tribal competitors,’ who are totally wrapped up in the game.’
