Sports
Speaking to sports fans, supporters & participants
Experts in speaking with your consumers or those within the industry
We've spoken with over 1 million sports fans
Our expertise in sports insights spans the entire landscape of the industry—from grassroots clubs and local facilities to the world’s most iconic sporting organizations. We know that understanding the heartbeat of sport means listening to every voice: the clubs themselves, their loyal supporters, the wider community of sport-specific fans, and even rival clubs and their followers. Whether you’re a small community team looking to strengthen local engagement or a global brand aiming to deepen fan loyalty and drive commercial growth, we have the tools and experience to deliver the answers you need.
We’ve tackled a diverse range of topics, uncovering what truly matters to fans and stakeholders at every level. Our research dives into club culture, matchday experiences, and the emotional connections that fuel lifelong support. We explore clothing preferences, purchasing motivations, and the factors that guide spending on merchandise, tickets, and hospitality. For industry suppliers and partners, we provide actionable intelligence on market trends, partnership opportunities, and evolving fan expectations. Our approach is always tailored, dynamic, and rooted in a genuine passion for sport—ensuring you get insights that are not only comprehensive, but also immediately relevant and ready to power your next winning strategy.
List of Services
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FANS & SUPPORTERSList Item 3
Understanding the heartbeat of your club, team, or sport means truly listening to its fans and supporters—the passionate core that drives every chant, fills every seat, and keeps the spirit alive season after season. These voices are more than just a crowd; they’re a powerful social force whose opinions, emotions, and experiences can shape everything from matchday atmosphere to long-term growth and innovation.
Whether you’re focused on a single team, a specific sport, or the wider world of fandom, tapping into these insights is essential for building engagement, loyalty, and unforgettable experiences.
Our approach to fan and supporter research goes far beyond surface-level surveys. By blending in-depth qualitative methods—like interviews and ethnographic studies—with robust quantitative analysis, we capture the full spectrum of what it means to be a fan today.
This means exploring not just the behaviors and preferences of your supporters, but also the deep-rooted cognitive and emotional connections that make fandom so powerful. We uncover what excites them, what frustrates them, and what keeps them coming back for more. Whether it’s understanding how fans perceive your brand, what drives their purchasing decisions, or how they want to engage with your club both online and in person, our insights provide a roadmap for delivering the kind of experiences that turn supporters into lifelong advocates.
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CLUBS & TEAMSList Item 1
Every successful club or team knows that growth starts with understanding the people who matter most—your fans, customers, and community. We help clubs and teams unlock the full potential of their audience by going straight to the source: speaking directly with supporters and prospective fans about what excites them, what influences their spending, and how they want to connect with your brand. Why gamble on which merchandise will fly off the shelves or how to design your next kit when you can ask the very people you want to buy it?
Our insights empower you to make data-driven decisions that elevate every aspect of the supporter experience. From refining your customer journey and optimizing matchday offerings to designing merchandise that fans are proud to wear, we deliver the intelligence you need to stand out in a competitive landscape. By truly listening to your loyal fanbase, you can craft strategies that not only boost engagement and revenue but also foster a deeper sense of belonging—turning casual spectators into lifelong supporters.
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SUPPLIERS & SERVICE PROVIDERSList Item 2
Sporting events, clubs, and teams rely heavily on the vital support of suppliers and service providers who keep the industry moving forward. We specialise in helping these suppliers gain a competitive edge by delivering deep, actionable insights across a wide range of topics—from market trends and consumer preferences to operational efficiencies and service delivery improvements.
By understanding the unique challenges and opportunities within the sports sector, suppliers can tailor their offerings, optimize their strategies, and unlock new business opportunities.
In an industry shaped by rapid innovation and shifting consumer expectations, our research helps suppliers stay ahead of the curve. Whether it’s identifying emerging demands for sustainable products, navigating complex supply chains, or enhancing fan engagement through better hospitality solutions, we provide the data and analysis that drive smarter decisions. With our support, suppliers can not only improve their operational performance but also build stronger partnerships within the sports ecosystem—ensuring they deliver value where it matters most and thrive in a dynamic, fast-growing market.
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PROJECTS & CAMPAIGNSList Item 4
Launching a new product, rolling out a charity initiative, or planning an event or campaign? Success isn’t about luck—it’s about making every move count with insight-led decisions. Instead of relying on gut instinct or repeating what’s been done before, we empower you to invest your resources where they’ll have the greatest impact. Our data-driven approach uncovers exactly what your audience wants, what motivates them to engage, and how you can stand out in a crowded market.
With our expertise, you don’t just reduce risk—you unlock higher returns on every project and campaign. We help you pinpoint the strategies, channels, and messages that resonate most, ensuring your efforts are targeted, efficient, and primed for measurable success. When you let insights lead the way, you transform uncertainty into opportunity and turn every campaign into a catalyst for growth and lasting results.
Expertise so you get the results you want!
Insights which allow your decision making to be based on data not emotion or a hunch!
Let emotion be what motivates you to succeed. Let data make it happen.
Sporting Case Studies
Just a brief view of some of the Research projects we have completed
List of Services
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SPOKE WITH 50,000 FOOTBALL FANSList Item 3
For a major sporting brand, we have conducted an extensive, multi-year research project engaging with 50,000 football fans nationwide—an initiative that has now been running for two consecutive years, with a third installment planned for 2025. This annual study is designed to capture the evolving attitudes, behaviors, and loyalties of football supporters, providing our client with a rich, longitudinal understanding of fan engagement across diverse demographics and regions.
By speaking directly with tens of thousands of fans, we uncover deep insights into their passion for the game, their expectations from clubs and brands, and the factors that influence their loyalty and spending habits. Our research covers everything from matchday experiences and merchandise preferences to digital engagement and social identity, enabling the brand to tailor marketing strategies, product offerings, and fan experiences with precision. This ongoing dialogue with the football community not only helps anticipate emerging trends but also builds a trusted connection between the brand and its audience, driving sustained growth and fan loyalty year after year. The success of this project underscores the power of continuous, data-driven fan insight in shaping winning strategies in the dynamic world of football.
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ENGAGED WITH 1000 MARTIAL ARTS CLUBSList Item 1
When a company set out to revolutionise martial arts training with an innovative new product, they faced a critical challenge: ensuring their design would meet the real-world needs of the clubs they aimed to supply. To eliminate guesswork, they partnered with us to engage 1,000 martial arts clubs—from grassroots dojos to elite academies—gathering targeted insights on every aspect of the product’s development.
Our approach combined structured surveys and in-depth interviews, diving into four key areas:
Application & Design: Clubs emphasised the need for versatile, durable equipment that could adapt to diverse disciplines—from striking arts like karate to grappling-heavy jiu-jitsu. Instructors highlighted the importance of user-friendly features that catered to both children (the market’s fastest-growing segment)
and adults, ensuring safety and engagement across age groups.
Cost Considerations:
Feedback revealed a strong preference for modular pricing—offering tiered options to accommodate budget constraints without compromising quality. Clubs in competitive markets stressed that affordability directly influenced adoption rates.
Packaging & Logistics:
Participants advocated for eco-friendly, space-efficient packaging that simplified storage and setup. Reusable materials and clear instructional labeling emerged as top priorities, aligning with the industry’s growing sustainability focus
The findings were transformative. The company redesigned the product to include adjustable components for multi-discipline use, optimised cost tiers for broader accessibility, and introduced minimalist, recyclable packaging. Crucially, the data revealed unexpected opportunities: 68% of clubs expressed interest in bundled offerings (e.g., training gear paired with maintenance kits), prompting the client to expand their product line.
This project underscores how deep audience insights de-risk innovation.
By grounding decisions in the voices of 1,000 end-users, the company not only refined their product but also secured early buy-in from a network of potential distributors—turning insight into a competitive edge in the $0.83 billion martial arts equipment market
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INTERVIEWED 20,000 PEOPLE INTO FISHINGList Item 4
When a leading fishing equipment manufacturer wanted to truly understand the heart and soul of the angling community, they turned to us to engage with an extraordinary 20,000 fishing enthusiasts from every corner of the sport. Our mission was to go far beyond surface-level preferences, diving deep into what anglers value most—from their favorite techniques and gear choices to their thoughts on sustainability, innovation, and the evolving fishing experience.
We spoke with a diverse cross-section of the fishing world: seasoned professionals, weekend hobbyists, and newcomers alike. Conversations covered everything from rods, reels, and lines to the latest in smart technology, eco-friendly materials, and the importance of durability and design. Anglers shared candid feedback on what makes a piece of equipment indispensable, how packaging and price influence their decisions, and what they wish manufacturers understood about their unique needs and challenges.
The insights were eye-opening. We discovered a strong appetite for gear that blends tradition with cutting-edge features—think advanced fish finders, lightweight yet robust materials, and customisable accessories.
Environmental concerns also stood out, with many participants expressing a desire for sustainable, responsibly sourced products that don’t compromise on performance.
This feedback enabled our client to refine their product development, marketing, and distribution strategies, ensuring they remain at the forefront of a global fishing equipment market that’s rapidly evolving through innovation and consumer demand
By connecting directly with 20,000 passionate anglers, we delivered a comprehensive, real-world perspective that empowered our client to make data-driven decisions—resulting in products that resonate with today’s fishing community and set new standards for the industry.
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GAINED OPINIONS FROM 5000 GOLFERS
When a leading clothing and equipment provider wanted to get to the heart of what drives golfers’ spending decisions, they turned to us to engage directly with 5,000 golfers from all walks of the game. Our mission: to uncover not just what golfers buy, but why—delving into the motivations, preferences, and priorities that shape their choices around clothing, clubs, and gear.
Through in-depth conversations and targeted surveys, we explored every angle—from the importance of brand reputation and product performance to the subtle influences of personal style, self-image, and peer recommendations. Golfers shared what makes a club or apparel line stand out: the confidence inspired by the right look and feel, the desire for gear that matches their skill level and playing style, and the practical factors like price, durability, and technological innovation.
We discovered that many golfers rely heavily on personal references and past experiences with brands, and that factors such as comfort, fit, and the ability to express individuality play pivotal roles in clothing purchases
Our insights revealed clear trends: golfers are increasingly seeking a blend of tradition and innovation, valuing both trusted quality and the latest advancements in materials and design.
Price sensitivity remains important, but so does the perception of value—whether that’s in superior performance, lasting comfort, or a brand that aligns with their identity on and off the course. Armed with this intelligence, our client was able to refine their product offerings and marketing strategies, ensuring they connect with golfers’ real needs and aspirations, and stand out in a highly competitive market.
