Blog 2016-12-17T21:44:26+00:00

Has the college basketball scandal affected adidas’ business?

BLOG | by James Stibbs ... It’s been two weeks now since the college basketball scandal broke. A quick recap – at the end of September, the FBI arrested ten people as part of a wide ranging bribery investigation into college basketball. But has there been any lasting impact on the adidas brand as a result of the allegations against its staff? We took a look at 'consideration' for adidas amongst US audiences for the answer.

October 10th, 2017|Tags: |

Broadcasters developing their own sports events may be the future for the Indian market

BLOG | by Joseph Eapen ... Over the summer I wrote about how, despite a huge increase in price, the Pro-Kabaddi League (PKL) had become the best value sponsorship property in Indian sport. Well, since the League’s fifth season began in July, Vivo’s five-year partnership with the sport is looking increasingly like the deal of year.

October 10th, 2017|Tags: , |

How a 39th game could be bad for Premier League sponsors

BLOG | by James Stibbs ... 39 is not an auspicious number. As omens go, The 39 Steps couldn’t have been clearer. Hitchcock’s eponymous flight of stairs were to be the launch pad for the downfall of the nation. As if that were not clear enough, 39 is also the name of a Queen song. And yet, the 39th game has resurfaced.

October 2nd, 2017|Tags: , |

How fantasy teams are driving engagement in US sport

BLOG | by James Stibbs ... Fantasy sports are now the catalyst for an exchange of $7bn between fans and companies – not bad for an industry which is just a few years old. Staying on top of those exchanges and making a profit requires a close attention to the sport, something which is driving audience share amongst the 25-34-year-old bracket. We take a look at how young Americans are turning to fantasy leagues in their droves.

September 15th, 2017|Tags: , , , |

“You’re damn right I’m in it to make money. This is prize fighting, I’m in it to get rich; fast”

BLOG | by Ted Harwood ... Whilst both boxing fans and mixed martial arts (MMA) fans are each well-quantified demographics for sponsors, the audience for the Mayweather-McGregor fight is not so familiar. SMG Insight collects data about boxing and MMA fans every day of the week so we decided to have a quick look at the demographics to understand the different entities.

August 24th, 2017|Tags: , |

Bolt and Farah are main reasons to watch athletics, say public. So how big a hole do their retirements leave?

BLOG | by James Stibbs ... As the World Athletics Championships in London wound down this weekend, the IAAF leadership team probably allowed themselves to look on with some satisfaction. Two stars whose light flickered for the last time on the track this week are, of course, Usain Bolt and Mo Farah. So what happens when, in one fell swoop, both the world’s and the UK’s greatest athletes take their final track and field bows? Read our YouGov Omnibus survey results.

August 15th, 2017|Tags: , , |

The best deal in Indian sport sponsorship – it’s just not cricket

BLOG | by Joseph Eapen ... For as long as anyone can remember, sport in India has really meant just one thing – cricket. And yet in creating such a powerful brand, the IPL also sowed the seeds for a revolution in Indian sport, spurring the rest of India’s sports sector to start cooking up their own versions. One such success story is the Pro Kabaddi League, which now represents the best value for money in the Indian market.

July 27th, 2017|Tags: , , , |

US PGA prioritises eyeballs over revenue as it seeks to avoid tide of cord-cutting

BLOG | by Charlie Dundas ... If it’s safe to say that some UK golfers don’t like change, many are in for a rude awakening next month when the last of the season’s Majors, the US PGA Championship, takes place. That’s because, instead of flicking on Sky Sports to follow the action, as they have since 1992, they will have to go to some place new, and that's the BBC.

July 21st, 2017|Tags: , , , , |

Middle-Aged Men in Lycra – MAMILs – Do they dominate the cycling audience?

BLOG | by Charlie Dundas ... The growth in cycling has been well-documented in recent years, not least the phenomenon of the Middle-Aged Man in Lycra or MAMIL. MAMILs have been seen as the bedrock of this explosion in participation but have they also driven a media market for cycling which has seen major broadcasters competing for rights? Let’s take a look at the data around fans of the Tour de France, cycling’s premier property.

July 13th, 2017|Tags: , , |

NBA Brand Health Recap: The Implications of ‘Resting and Tanking’ on Sponsorship Values

BLOG | by Lance Fraenkel ... Key research highlights the latest NBA Buzz (recent brand sentiment) and Recommendation levels (loyalty) in perspective of three previous NBA seasons. Using a number of research analytics including SMG Insight/YouGov's daily tracking service, BrandIndex; proprietary image monitoring technology and audience data for sponsorship valuations; and through examination of long-term NBA trends, we can see significant brand perception declines around this seasons ‘resting and tanking’ issues (March-April 2017) and increased volatility in NBA perception around the playoffs.

June 23rd, 2017|Tags: , , |

Wimbledon’s Unique Selling Point – Its Spectators

BLOG | by Bruce Cook ... The experience of attending the Championships, Wimbledon, is altogether pretty singular. Whether it’s the old London double decker to the grounds or the taxi convivially shared with strangers; the purple petunias decorating the walkways; or the sound of a jazz quartet syncopating with the clink of fizz glasses, Wimbledon is no ordinary sports event.

June 16th, 2017|Tags: , , |