Summary
Sport Structures were recommended to Aston Villa Football Club to provide Partnership Research for the Club. The aim of this research was to understand the the awareness, satisfaction and attitudes of the clubs fans in relation to their current partners.
Approach
We developed an online survey that was sent to groups of Aston Vilas season ticket holders that asked questions about their awareness, satisfaction and attitudes in relation to the clubs sponsorship. A sampling method was created so that fans were asked questions about different partners in a randomised method. This method was used so that the club could gain insight about all their partners without the need for a survey that took too long for the fans to complete. This survey was sent out to three sample groups of fans in October, January and June in order to establish the impact that the brands partnership with Aston Villa has had on the fans understanding of the brands.
Outcome
Aston Villa was given a full data report that identified fans responses across the three samples highlighting the differences across this time. The report was branded inline with Aston Villas brand guidelines and easy to navigate. This was left with villa to share with their partners to show to the commercial value of their partnerships. The reports are also being used by the club to attract future partners.