Campaigns: Sport - Inside the mind of a football fanatic

Campaign: Barclays Global Fans Report
Client: Barclays
PR team: Lexis Sport and Entertainment
Timescale: November-December 2008
Budget: £27,000

The 2008 Barclays Global Fans Report aimed to offer insights into the lifestyles and football mindsets of fans across the world. The first report, in 2005, attracted responses from 26,000 people and the aim was to make the 2008 survey larger.

Objectives

- To raise awareness of Barclays

- To generate strong global media coverage

- To show how fans across the world consume the Barclays Premier League.

Strategy and plan

The report was based on findings of a survey of fans from 185 countries, driven by a sell-in to key global media to encourage football fans to take part. The 52-page report detailed findings by global region, and tailored press releases were prepared showing how each country's fans consumed Premier League football. Chelsea and France legend Marcel Desailly launched the findings to the global media and conducted interviews.

Measurement and evaluation

Coverage from the launch of the survey and the announcement of the report findings appeared in 40 countries. In total there were 444 individual pieces of print, online and broadcast coverage.

Results

The survey attracted responses from 33,000 fans in 185 countries, making it the largest ever football survey of its kind.

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