With specific focus on building evidence, Lagardère Unlimited Events (formerly Upsolut) required an independent research study to analyse the impact of endurance sport on people’s lives.
The research findings supported Lagardère’s dialogue with sponsors, helping sponsor brands engage further with athletes. The analysis also assisted Lagardère in its role as commercial partner of the ITU World Triathlon Series (ITU WTS) and help continue the series’ on-going expansion path.
From 2012 through to 2014, MultiSport Research has been involved in detailed surveys of target groups of athletes and associated groups (‘committed athletes’, ‘lifestyle athletes’, those ‘to be inspired’, ‘family & friends’). A consistent multi-country approach was taken in order to ensure consistent benchmarking across all countries studied.
In 2013, MultiSport Research oversaw the creation of an infographic brochure to be displayed at the PruHealth World Triathlon Grand Final London 2013. The infographic within the brochure opened up to reveal three main panels, detailing growth of the sport and the audience in Great Britain, the origins of the ITU World Triathlon Series and the global triathlon audience.
The infographic also helped to reflect the attractiveness of the global tri community for all sponsor partners.
Whilst the growing base of triathletes are typically affluent, with high average salaries, they are time poor with many demands from work and family in particular. However, triathlon is by no means a mere distraction. More often than not we see a commitment bordering on obsession!
This in turn triggers high levels of engagement and awareness of sponsor products and services:
- 75% unprompted recall of ITU WTS sponsors
- 74% have a positive impression of brands as a result of sponsorship
- 55% would buy sponsor products as a consequence