SPONSORSPARTNERS
Research conducted by data-driven sports marketing agency Two Circles around the eventing audience in Britain has unveiled new opportunities for brands as British Eventing enters into ‘a new commercial era’, according its chief executive David Holmes.
Two Circles analysed over 850,000 pieces of audience data, including ticket purchasers and digital users. The research highlights a unique over-indexing in affluent demographics and further confirmed British Eventing’s predominately female market, making up 75% of their audience; furthermore 54% are from the most upmarket household classifications where trends include more rural living, higher rate of travel, owning more cars per household and spending more on high-quality electronics than the UK average.
Eventing also has one of the most loyal and passionate fanbases, who score their love for their sport as 8.7 out of 10, higher than the UK sport average.
“Brands are increasingly demanding an indepth understanding of their target audience when making sponsorship decisions,” said Holmes. “We are entering a new commercial era where we are looking to demonstrate greater value to our current partners and open up the sport to new brands; brands that are seeking new and unique content options targeted to a relevant audience, which makes this research – and its findings – critical.”
Jake Jones, lead consultant at Two Circles, added: “Eventing is a classic example of a sport that has a huge amount of hidden assets waiting to be uncovered. Now, armed with this new data-driven understanding of its audience, we are confident British Eventing is in a position to develop genuinely outstanding and measurable commercial opportunities for major brands.”