Targeting sports fans in Asia Pacific more effectively for brand sponsors
Low Lai ChowWarc
"Historically, marketers have targeted fans in a relatively simplistic way," said Adam Hodge, the regional strategy director of Octagon, at the Sports Matters conference, held in Singapore in September 2014.
This 'simplistic way' refers to targeting avid fans, which does have results to show for it: as research conducted by the sponsorship consulting practice on over 125,000 sports fans across 16 countries worldwide shows, the more avid a fan, the more happy they are to support a sponsor.
"We see a significant increase in...