Repucom survey looks into future at SportAccord Convention 2014

09.04.2014

Global sport can look ahead to growth and more fan engagement during the next five years, while its greatest challenge will be in making sport more appealing to young people, according to a major survey conducted by SportAccord Convention 2014 Sports Marketing Research Partner, Repucom, of delegates to the event. The results were revealed at the Convention today.

The fascinating survey gives an insight into the minds of the leaders of sport as Repucom polled more than 1500 participants of the 12th annual world sports summit about their views on the future. The results of the Repucom survey are based on a representative sample of delegates from international federations predominating, along with cities and event organisers also strongly represented in the replies. The survey was created in line with the “Sport’s New Frontier” theme of the SportAccord Convention 2014 conference this year.

In the Convention attendees’ point of view, disability sports (cited by 72% of respondents), women’s football (58%) and snowboarding (58%) were the genres mentioned most often as increasing in relevance during the next five years. Over 90% of those taking part in the survey said that the internet and mobile media would become stronger, while 86% of respondents agreed that the significance of women in sports would grow around the world.

Of the key challenges ahead, making sport more relevant to young people was cited by 94% of survey participants, while 91% said the main way to get young people to watch more sports is through more use of social, digital and mobile media by broadcasters.

“You can only have an influence on how sports events will be structured and marketed if you understand the sport business and how it is changing,” said Thomas Zimmermann, Global Director of Marketing and Communications, Repucom.

“We are proud to be the official sports marketing research partner to the SportAccord Convention and to have had the opportunity to conduct research amongst the congress delegates. The results of our survey will help draw a picture of the current status of the international sports federations’ business.

“We are hugely impressed by the quality of all the work Repucom has done in this survey,” said Nis Hatt, Managing Director, SportAccord Convention.

“It is gratifying to see so many of our delegates taking part. Their opinions on the future of sport will already enable us to add value to conference sessions right here in Belek as well as helping us in planning for the future.”

Read the report here.