Onsite fan research FIFA Marketing Research Onsite fan Research

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1 6 7 Onsite fan Onsite fan research With hundreds of thousands of football fans from around the world making their way to for the FIFA World Cup it was crucial to gain insights into the fans experiences of the event. For this reason FIFA commissioned international research agency Sport+Markt to conduct interviews with spectators attending the following matches: (Durban, Sunday 13 June) Germany vs Australia (Pretoria, Wednesday 16 June) vs Uruguay (Cape Town, Friday 18 June) England vs Algeria (Nelspruit, Sunday June) Italy vs New Zealand (Johannesburg, Sunday 11 July) Final These matches were selected to ensure that FIFA covered a representative selection of venues in whilst ensuring that foreign fans from renowned footballing nations as well as domestic fans were included in the study. Investigation Technique In order to ensure that the fans enjoyment of the above matches were not interrupted by the research participants were only required to give their contact details to the researchers who were onsite at all of the above matches. These fans were then contacted by telephone immediately after the tournament ensuring that they were able to enjoy the whole event before reflecting on their experiences. Study Topics The key objective of the onsite studies was to analyse each step of a fan s FIFA World Cup experience. From booking their trip, to purchasing their match tickets and buying a drink at the match each stage of a fan s interaction with the tournament was investigated. This enables FIFA to analyse the success of the operations put in place for the 1 FIFA World Cup with a view to optimising the experience in the future as well as providing FIFA s Commercial Affiliates with feedback on the penetration of their onsite campaigns.

2 8 9 The Fans' View The Fans View Hundreds of thousands of football fans had the experience of a lifetime in June and July this year, descending on to watch the first ever African FIFA World Cup. And despite reports in the press questioning s readiness to host the event, the tournament and the host country have been given a big thumbs up from visiting fans. How many times have you been to South Africa before? First time in 7 Was the attendance of 1 FIFA World Cup match the only intention or did you plan holidays in addition to attending matches? The 1 FIFA World Cup was the only reason I travelled to. 56 How long did you stay in for the 1 FIFA World Cup? Up to 5 days 6-1 days 39 This is the key finding from research commissioned by FIFA amongst both foreign and domestic fans who attended matches. The results clearly highlight the positive experiences of the fans in and suggest significant long-term effects for the country s tourism industry. Furthermore, it is clear that football was not the only attraction for the visiting fans almost half of foreign visitors chose to combine attending matches with a longer holiday in the country, taking part in other tourist activities and staying for an average of 1 nights. -5 times More than 5 times 8 I combined attending 1 FIFA World Cup matches with a holiday in I attended matches as I happened to be in during the FIFA World Cup days 16- days days days More than 3 days 5 8 Over two-thirds (7%) of the fans interviewed were visiting for the first time, a key indicator of the impact that hosting the event had on the country s tourism industry. Average length of stay 1 days " International fans stayed in South Africa for an average of 1 days"

3 1 11 The Fans' View " 83% plan to return to " Will you go back to? Would you recommend to family and friends? N.a N.a The future appears to be bright for s tourism sector, with almost all of the foreign visitors to the country stating that they would recommend the country to family and friends and 83% even planning to return themselves. How much did the experience change your opinion about? In your opinion, how satisfied were you with the 1 FIFA World Cup in general and with the following aspects... 5 Much more positive 3 Didn't change my opinion General quality of the stadium The atmosphere in Atmosphere / Spirit in the stadium Top--Box: Very satisfied and satisfied Transportation in general 79 1 Much more negative n match visitors (n=96) International match visitors (n=518) Successfully hosting the FIFA World Cup has led to strong feelings of n pride. 96% of n fans attending the matches have a more positive impression of their country now that it has hosted the World Cup. The quality of the stadiums in received universal praise, especially from the fans who visited them. 99% of visitors were extremely satisfied with the facilities, with almost as many participants commenting on the great atmosphere in the host country. Despite concerns about the transport situation in South Africa, 79% of fans were happy with the transport provided for visitors to the country. This feeling is also predominant in foreign fans, with over four-fifths of participants stating that they hold in higher esteem now than they did prior to the tournament.

4 1 13 Ticketing / Merchandise Ticketing / Merchandise Where did you buy your tickets for the 1 FIFA World Cup? When did you buy your 1 FIFA World Cup tickets? FIFA.com First National Bank 33 1 When they first went on sale Right after the Final Draw when the matches were confirmed 1- months before the match took place FIFA ticketing sales centres Complete package from travel agency n match visitors (n=96) International match visitors (n=518) weeks before the match took place In the week before the match took place 39 1 On the day of the match answer / Don t know = 1% 3 9 Did you purchase merchandise? Just under half of all fans questioned bought merchandise from the official stores at the stadiums. 7% bought at least one item of merchandise, with T-shirts, caps and the famous vuvuzelas the items most in-demand with spectators. Satisfaction with the merchandise activities was high, with fans commenting positively on the service and selection available. The majority of international fans bought their tickets from either FIFA.com or as part of a full travel package from an independent agency. n fans, however, used all three official ticket sources, buying tickets from FIFA.com, FNB branches as well as from the FIFA ticketing sales centres. The decision to make tickets more easily accessible through opening these centres proved to be successful, with many fans, including those from overseas, purchasing tickets there. The n culture of buying tickets for sports events at the last minute is clear when looking at the figures. After the early rush of ticket purchasing when tickets first went on sale, there was then a steady stream of ticket sales leading right up to the days and weeks before certain games. 7 What did you purchase? 53 Satisfaction with merchandise Top--Box: Very satisfied and satisfied T-Shirts / Polo-Shirts 1 Merchandise stand service 81 Vuvuzelas 37 Signage to the merchandise stand 79 Caps / Hats 37 Design of the merchandise stand 76 Flags / Pennants Merchandise selection 73 Scarves All others = 18%

5 16 A n View A n View An International View How much did the experience change your opinion about... The FIFA World Cup FIFA Sponsor Brands 5 Much more positive " was my fourth World Cup and an ideal host. Spectacular scenery, lots to do, excellent food and, most importantly, welcoming people." Stuart Baister, England fan 3 Didn't change my opinion Much more negative 1 answer / Don't know Mean value: Hosting a FIFA World Cup for the first time on African soil demanded a huge effort from a number of key stakeholders. And if the views of n football fans are anything to go by, these efforts have well and truly paid off. The role of FIFA s commercial affiliates was certainly recognised by domestic respondents, with 88% having a more positive impression of the brands post tournament compared to before the tournament. One part of the research was an analysis of the image development of FIFA, the FIFA World Cup, the sponsors brands and itself. Results from this investigation are emphatic, with all stakeholders being rated extremely positively by participants. " 99% of ns believe that the FIFA World Cup was a great success" Perhaps most important for itself is the fact that 96% see the country much more positively now due to its success in hosting the event. This truly remarkable figure highlights the strength and emotion that the FIFA World Cup brought to the host country positive attributes which will stand the country in good stead in the future. " 98% believe that their country did a great job in hosting the event". " 97% think that the tournament has enhance 's reputation abroad". " The atmosphere in was amazing having the chance to watch some of the biggest football games in the world in such a beautiful country is something I won't ever forget." Adri Pols, Netherlands fan