Off the gas pedal?
Sports marketing A study shows surprising preferences among the Chinese.
Sports marketing A study reveals surprising preferences of the Chinese Everyone is looking expectantly to China, where the opening up of foreign trade is unleashing huge growth potential and also attracting Swiss companies. However, in order to be successful in the Chinese market, communication and advertising specialists are just as much in demand, and those from the sports industry are now being helped by a new study by the Fritz Kaiser Group (FKG), which was carried out with the market research institute IHA-GfK in the four most important economic regions of China. The aim of the study is to correct the distorted image of sports marketing in the West. Because: "It doesn't always have to be football or Formula 1," is the essence of the study, which came to some surprising results. According to the market research, King Soccer is still significantly less popular in China and attracts fewer spectators than other sports. Contrary to the claims of its promoters, Formula 1 has also done anything but establish itself. The extensive media coverage of Barrichello's victory with his Ferrari in Shanghai gave motorsport fans and marketers a one-sided picture.
Golf is considered a "sexy" sport
According to the FKG, gymnastics ranked at the top of the list of sports with the value attribute "intelligent", ahead of tennis and volleyball. At the bottom of this ranking were Anglo-Saxon disciplines such as cricket, golf and rugby. When asked about "sexiness", swimming, gymnastics, figure skating, fun sports and golf are the clear favorites among Chinese sports fans. On the other hand, Formula 1 and football are only in mid-table. The latter is considered the "trendiest" sport, ahead of basketball, swimming and action sports. The Chinese respondents rated sailing, cricket and ice hockey as "old-fashioned and traditional". The study also shows that rallying is the "most exciting" sport for the Chinese, ahead of alpine skiing, football and Formula 1.
Bianca Simon from FKG in Zollikon recommends that anyone who wants to make the best and most efficient use of their advertising investments in sporting events in China should first take a closer look at the sporting preferences of this nation of billions. The study is available from her together with the media data and the interactive evaluation tool "FKG SportsMaxx".
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Golf is considered a "sexy" sport
According to the FKG, gymnastics ranked at the top of the list of sports with the value attribute "intelligent", ahead of tennis and volleyball. At the bottom of this ranking were Anglo-Saxon disciplines such as cricket, golf and rugby. When asked about "sexiness", swimming, gymnastics, figure skating, fun sports and golf are the clear favorites among Chinese sports fans. On the other hand, Formula 1 and football are only in mid-table. The latter is considered the "trendiest" sport, ahead of basketball, swimming and action sports. The Chinese respondents rated sailing, cricket and ice hockey as "old-fashioned and traditional". The study also shows that rallying is the "most exciting" sport for the Chinese, ahead of alpine skiing, football and Formula 1.
Bianca Simon from FKG in Zollikon recommends that anyone who wants to make the best and most efficient use of their advertising investments in sporting events in China should first take a closer look at the sporting preferences of this nation of billions. The study is available from her together with the media data and the interactive evaluation tool "FKG SportsMaxx".
(la)
