Player Affinity
Fans’ interest
in relating to
sports stars as
people.
Player
Excitement
Pure hero worship and admiration for
players’ athleticism and skills.
Sense of
Belonging
Being part of a
group of like-minded fans
(of the same
team—club,
commercial, local or national).
0.57
0.2
0.31 0.33
0.24
0.25
0.17 0.21 0.25
-0.07
-0.12
-0.38
omy between 2009 and 2027.
A study recently commissioned by the Brazilian Ministry of Sports and conducted by the nonprofit organization Fundação Instituto de Administração estimates that
for each dollar invested in preparing for the Olympic
Games, private entities will invest $3.26 in production
chains related to the events. The industries that expect
to reap the biggest benefits from pre-Olympics investments range from construction, real estate and services,
to oil and gas, transportation, and information and communications technology.
The investment associated with staging the events
will create approximately 120,000 jobs annually through
2016, according to a 2009 study conducted by the University of São Paulo Institute of Administration for Brazil’s Ministry of Sports.
Talk &
Socializing
Sport as a topic
of conversation
and a means
to build friendships.
0.68
0.46
0.32
0.22
Team Devotion
Fans’ love for
their team bordering on obsession and
unquestioned
loyalty.
1. 31
0.7
0.84
0.62
TV Preference
How fans prefer to follow the
sport. TV often
provides a more
satisfying experience than
attending in
person or participating.
0.07
-0.08
-0.21
-0.25
Fans Through Thick and Thin
Even if Brazil and much of the region were not already
in the midst of an economic growth spurt, bringing
both events to the region would still have a positive effect for marketers and sponsors.
The reason: true sports fans remain true sports fans,
regardless of their economic circumstances. Surveys conducted in December 2008 on the spending patterns of
U. S. sports fans during the recent economic downturn
showed that respondents who were sports fans were
significantly less likely than non-sports fans to report
that the economy would drastically impact them, or
that the economy would significantly affect their future sports consumption. In short, sports—and particularly sports sponsorship—is a safe investment, even
in times of economic stress.
