“Sporting Relationships”

19 May 2004

Presented by

Peter HaslerHead of Sports Research, MORI

2

Background – What do we do?

MORI

Largest independent market research agency in the UK

Experts in corporate, consumer and social research.

Specialists in surveys among ‘key audiences’, such as MPs, Captains of Industry, financial investors, journalists etc.

MORI’s Sports Research Unit

Research for international and national federations, sponsors, sports clubs, government and organisers.

Research among a range of stakeholders from armchair fans to managers and chairmen of major sports clubs.

3

Rugby – ‘Making an Impact’

Assessing factors affecting

involvement in rugby

Sports journalists

Teachers

Players

Armchair fansSpectators

Club officials

Coaches

Senior Administrators

Referees

4Source: Zurich, Rugby Football Union & MORI, 2003

Rugby – ‘Making an Impact’

RFU Action Plan

Schools

Social inclusion

Coaching/refereeing

Links within the game

Volunteers

Recreational rugby etc.

Specific targets & objectives coveringStakeholder

opinions researched and

analysed, helping to shape…..

But there will always be differences in opinion…………..

6

80%

71%

68%

50%

47%

31%

21%

7%

17%

16%

35%

37%

47%

59%

Spectators

Amateur Players

TV Viewers

Club Officials

Amateur Administrators

Journalists

Pro. Players

PoorGood

How do different groups rate Professional Football Referees?

The FA – “State of the Nation Survey“

Source: The Football Association, 2002

7

97%

80%

71%

68%

50%

47%

31%

21%

7%

17%

16%

35%

37%

47%

59%

Spectators

Amateur Players

TV Viewers

Club Officials

Amateur Administrators

Journalists

Pro. Players

Referees

PoorGood

How do different groups rate Professional Football Referees?

The FA – “State of the Nation Survey“

Source: The Football Association, 2002