Global Fans decoded through the Logics of Engagement in FANS.PASSIONS.BRANDS

The FANS.PASSIONS.BRANDS research offers a novel approach to fan identities by expanding on fan behaviors, attitudes and perceptions.

June 26, 2014 4:27 IST | India Infoline News Service
With the FIFA World CupTM, this new research looks into the ways fans around the world engage in their passion for sport and entertainment, with a specific focus on football fans, defining a unique new framework to understand and interpret fan attitudes and behaviors. At the core of this global research lies a survey conducted in 15 countries decrypting the passions of 21,000 people.

Havas Sports & Entertainment (HS&E), the brand engagement network of the Havas Group, in partnership with the University of Southern Californias Annenberg Innovation Lab (USC), have unveiled an extensive global study that, for the first time, looks across both sport and entertainment to understand how and why fans engage in their passions.
The FANS.PASSIONS.BRANDS research offers a novel approach to fan identities by expanding on fan behaviors, attitudes and perceptions to derive an innovative new set of principles that categorizes the relationship between fans and their passions: the Logics of Engagement.

The study applies Eight Logics of Engagement to fans:

1. The Logic of Entertainment enjoyment of the overall experience & atmosphere For example, a fan who enjoys watching a game even if his/her favourite team isnt playing, just for the enjoyment of the show.

2. The Logic of Immersion will to lose oneself in the emotion of the game/plotFor example, a fan who thinks of nothing but the game while the game is going on. Wins and losses may greatly affect his/her mood.

3. The Logic of Social Connection desire to create or deepen relationships with other fansFor example, a fan who supports a team because it is the team his/her family supports. He/she enjoys conversing with other fans while watching games in a public place and enjoys making posts/tweets about the match/show.

4. The Logic of Play virtual or real life participation in activities related to ones passionFor example, a fan who has grown up playing the game, and may still play. He/she enjoys playing video games related to his/her passion at home or by mobile.

5. The Logic of Identification self-association with the team, players/characters and their emotions
For example, a fan whose moods are tied directly to a teams successes and failures. He/she feels guilty about not watching games, possibly for superstitious reasons.

6. The Logic of Pride reflection of the action/results in ones attitude and outward appearance
For example, a fan who wears a jersey or hat of their team, or names his/her pets after a player. He/she might burn his/her team scarf after a loss or buy a new one after a win.

7. The Logic of Mastery interest in learning and understanding the details behind strategies and stories
For example, a fan who plays fantasy sport games or who reads most pages of the sport pages and listens to post-game TV shows. He/she knows the rules of the game, as well as the history of the team and players.

8. The Logic of Advocacy championing on behalf of ones passion
For example, a fan who yells at referees and isnt afraid to stand up to fans of rival teams to defend his/her team at all costs. He/she may own a small stake in the team.

A look at Football fans and National team preference
Football fans represent an interesting case study given it is the 1 preferred sport globally, and 60% of women worldwide profess to be interested in this sport.

Most football fans prefer their National Teams, with some interesting exceptions: half (52%) of people interested in football see their National football team as their1 favourite football team. This applies to a great majority of countries, with the notable exceptions of the UK and Spain, where support is higher for national club teams - 66% in the UK and 52% for Spain, as well as South Africa where 34% of football fans are loyal to foreign club teams.In China, fans selected their National team (25%) as their #1 favourite as much as other National teams (26%).

An interesting outlier is the USA, the country least interested in football, where 26% of football fans state that they are more a fan of the sport than an actual team or player.
Looking back to the logics of Engagement, fans that cited their National team as their 1preference engage more through the logics of Social Connection and Entertainment, which contrasts to those who prefer Club Teams, who engage mainly through Social Connection, Identification and Pride. Fans who prefer Club Teams therefore show a closer association than National team supporters.

A different approach to fanship

The new framework developed by HS&E and USC will provide brand marketers with new tools, insights and fan clusters based on deep understanding of context and activators and how these foster different ways for fans to engage with their passions, brands and the communities associated with them.

Fans are much more complex than people tend to assume, says USCs Erin Reilly, Creative Director/Research Fellow, USC Annenberg Innovation Lab. In our refined framework, fans are seen to engage in multiple logics at the same time, in varying degrees. For example, we often see fans using one or two logics heavily, such as Pride and Social Connection, especially when they are in public situations like a stadium or a bar. Other fans use different logics, such as Identification or Entertainment, when watching alone at home.

Lucien Boyer, Global CEO & President, Havas Sports & Entertainment, added: Everyone has passions, be it music, sport, entertainment, art, food... inside every person lies a fan. This is why at HS&E, we have always looked at people through the lens of fanship and fan communities, in order to help our clients develop meaningful experiences that resonate with the fan inside everyone.

For the 2014 FIFA World CupTM, we are proud to be working with three of the six FIFA Partners (The Coca-Cola Company, Hyundai-Kia and adidas), FIFA World Cup commercial affiliate Louis Vuitton, as well as over five national team partners in 10 countries to engage fans in creative and innovative ways around the biggest global celebration of football.

During the FIFA World Cup we will be on the ground in Brazil to connect with fans directly, observing and interviewing them, as well as tracking twitter conversations globally during matches as online conversations are firmly linked to how we experience the event. The additional smart data and qualitative learnings that we will gather, together with a deeper analysis of the global survey will, we believe, result in interesting new insights that will be available for all our clients and partners in the Fall of 2014.

The partnership between HS&E and USC grew out of Havas Media Group's relationship with the University around 18-Lab, a collaborative research facility network, the first of which, Siliwood, was launched in Santa Monica in partnership with USC Annenberg and Orange Institute. The number 18 stands for the ambition to be eighteen months ahead in the fields of Media, Content and Data Science.

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