A Social Event

There are endless ways through which fans watch and engage with sporting events nowadays. We've been busy behind the scenes working with our friends at livewire on the sports marketing involved in Euro 2016 along with the attitudes and opinions held towards the tournament. In this latest post we’re going to look at how people and in particular how the different fan cohorts below are going to watch and engage with Euro 2016.

Unsurprising the majority of people will watch Euro 2016 on a TV at home. However the good news for publicans is that 36% say that we will watch a game at some point in a pub.

In terms of second screening 53% of those who will watch the tournament will use a second screen at some point while watching matches, 32% will use a laptop or computer while 46% will also use a smartphone.

Interestingly Die Hard Fans are most likely to use a second device to watch matches during the tournament with 44% opting to use a laptop / computer. Reality Fans are also likely to use a plethora of devices while watching the games which indicates when they're sitting down to watch a game that they want the full rounded experience and to consume as much content as possible. 

On the contrary Casual Fans are the least likely to use a second screen, it's possible that Casual Fans are more likely to be in a social setting and don't see the need for a second screen as where Die Hard Fans and Reality Fans are hungry for content while watching.

Facebook will be the most popular social media platform during the tournament with 52% of those who will look at content saying that they will use the site. However 30% of those who will second screen say that they won’t use any social media platforms, we can only speculate that they will look to news and sport sites to consume content.

Nevertheless Euro 2016 promises to be an always on tournament. Brands will be prominent and fighting for attention across all platforms and screens. However as was a key component of the last tournament, the sharability of organic content and videos by fans at the tournament may once again dominate the conversation and screens.  

Attitudes and Opinions Going in to Euro 2016

For the first time ever the European Championships will contain 24 teams. Along with the expanded format this tournament will deal with the highest threat of terrorism that a tournament has to deal with for a long time. We've been busy behind the scenes working with our friends at livewire on the sports marketing involved in Euro 2016 along with looking at the attitudes and opinions held towards the tournament. In this latest post we’re going to look at how the public are feeling about the tournament before it's even started.

With the expansion of the European championships from 16 to 24 teams many fans questioned the reasoning behind the decision. Many argued that the quality of the tournament would suffer while others championed the fact that an expended tournament meant more opportunities for the smaller nations to be involved. This has rung through with the likes Albania, Iceland, Northern Ireland, Slovakia and wales all being involved in the fan fair for the first time, and of course it’s important to note Ireland would not be involved but for the expanded format. Despite the debate 60% of people who will watch Euro 2016 agree that soccer tournaments have become overly corporate. 

As highlighted above another area receiving publicity in the run up to the tournament is the safety of fans. Following the Paris attacks security is to be stepped up at the tournament and 65% of those who will watch the tournament have concerns over fan safety. Interesting ¾ of those who will be attending a match at the tournament have concerns over fan safety.

Either way there will be a lot of interest both on and off the pitch in relation to Euro 2016 over the next month or so. 

Battle for Wallets During Euro 2016

With only a few days to go to the start of Euro 2016 households and football fans across the country are getting ‘tournament ready’. Kids and adults are out buying the latest jersey for game day while stocks of food and drink are being compiled for Euro 2016 parties. We've been busy behind the scenes working with our friends at livewire on the sports marketing involved in the Euro 2016. In this latest post we’re going to look at the categories that Irish people and the fan cohorts below will spend on and how much they will spend on each over the course of the tournament. 

Not surprisingly food and drink (43%) is the category that comes out on top for which people say that they will spend more on over the course of the tournament.  Alcohol comes second with 34% of those who will watch the tournament saying that they will spend more on alcohol in the coming weeks. With an increasing focus on gambling in sport at the moment 17% of those who will watch the tournament will spend more on gambling over the course of the tournament. 

Unsurprisingly Die Hard Fans are the fans that say that they're going to spend more across all of the chosen categories. On the contrary Casual Fans are going to be the most frugal across these categories with 44% saying that they will spend on none of the above categories. 

When we look at how much people will spend in each category it’s no surprise to see that the traditionally higher spend categories such as travel and technology come out on top. However tournament and Irish team sponsors Carlsberg will be happy to see that Irish people say that they will spend nearly €130 more over the course of the tournament on alcohol. Another sponsor who has caught traction through its ‘Team of Gary Breens’ campaign is Spar and the retailer will be hoping that consumers will direct some of the extra €123 that they will spend over the course of the tournament to their stores. 

Nevertheless with the uplift in consumer sentiment on the back of the tournament all retailers and brands will be seeking to take advantage of the good spirits brought about by the tournament. 

Euros Fan Fare

As a nation we’re sports mad and there’s no doubt that the country gets a buzz whenever a major tournament comes around. More often than not we are usually just happy to take part despite what others have said previously. 

We've been busy behind the scenes working with our friends at livewire on the sports marketing involved in Euro 2016. In this latest post we’re going to look at the level of interest that Irish people have in the tournament.  

Just over half (52%) of the population say that they’re going to watch the European Championships this summer. This is great news for sponsors and brands that are looking to promote their brand on the back of tournament.

Generally speaking the country gets a lift off of a major sporting tournament and in the weeks up to the tournament 92% of those who are going to watch the tournament agree that the country gets a lift when the Irish team are doing well. So, brands and sponsors will be hoping that the team do better than they did 4 years ago in Poland & Ukraine. 

Nearly a quarter of people who say that they will watch the tournament will try and watch all of the games, we call these Die Hard Fans, unsurprisingly this cohort is primarily male and under the age of 35. A slightly less hard-core group of fans are Reality Fans (41%), this group is made up of people that say that they will watch most but not all of the matches, while 35% of people which we label as Casual Fans say that they will only watch a few matches (e.g the team that they support, a certain team or from a certain stage of the tournament). This cohort of fans is mainly made up of females which highlights that brands looking to connect with fans during the tournament should not necessarily be targeting the red blooded sporting male. 

Either way across June and July brands will have plenty of opportunity to engage and interact with all those who take part in the fan fare.