OUR THOUGHTS ON
NETBALL IS COMING..
Following last month’s Netball World Cup in
Australia, we ran a bespoke study on Netball
with our research tool “Sponsor DNA”.
Measuring awareness, fan attitudes and perceived
sponsorship fit, the study shows that netball has a
highly regarded event image and a passionate fan
base. Our research findings indicate that Netball
caters for a niche audience, with only 7% of our
sample (UK adults between 16 and 65) claiming
an interest in the Netball World Cup. However,
the more interesting statistic can be found when
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surveyed participants recognised that the sport is
gaining more popularity. The number one event on
this dimension is the Women’s Football World Cup
– another strong example of the ever-increasing
popularity of women’s sport in the UK. Moreover,
the Netball World Cup is perceived above average
on nearly all positive dimensions and even ranks
in the Top 3 of all events measured on
‘Innovation’, ‘Local’ and ‘Ethical’. The event’s
grassroots heritage means it has an increased sense
of community. Netball fans are above all one
thing: Passionate! They have the third highest
looking at the event’s future potential, where it
passion score overall, leaving behind events such
ranks second overall on “Momentum,” as our
as the FIFA World Cup.
This is in line with our previous findings, the
With the next Netball World Cup taking place in
higher the interest in an event, the lower the
Liverpool in 2019, the sport is set to continue
fans’ passion since the event also attracts a fair
making its mark on the UK sports scene.
amount of ‘casual observers’.
Ranking high on momentum and offering a
Sponsor DNA allows us not only to measure
highly engaged, passionate family audience,
event awareness, momentum and perceived
Netball offers plenty of potential for brands
image of the event, but also sponsorship
looking for interesting new sponsorship
awareness and appropriateness of brands. Our
partnerships. And with England winning a bronze
data indicates that netball’s high momentum
medal at the 2015 edition, the sports upward
also drives sponsor awareness. For instance,
trend i