Sport


We’ve helped clients develop and engage their fan base as well as get young people more active


We recognise that nurturing a real connection, with tangible benefits is the key to our sports clients' success. Fandoms are not limited to the latest boy band or Harry Potter; harnessing the power of fan connections needs to be front and centre of any youth engagement strategy.

Sport england youth segmentation


Since winning the contract to be Sport England’s youth research partner in 2014, our insights have informed the way National Governing Bodies (NGBs) and "grass-roots" clubs engage with their youth audience. We worked closely with Sport England to deliver a national segmentation reflecting the relationship young people have to physical exercise.

Our work went beyond the identification of the segments. We developed and tested strategies to motivate young audiences, as well as highlight the best ways to communicate - through channels or influencers, e.g. parents, friends, teachers, etc.

We've helped Premiership football clubs keep their young fans engaged and a NGB reimagine their flagship competition so that it connects with and excites Generation Z.

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