NEWS11 June 2010

Football Supporters’ Federation to probe fan interaction with World Cup

New business UK

UK— The World Cup kicks off in a couple of hours – and so does a qual research project commissioned by the Football Supporters’ Federation to study how English fans follow, consume and interact with the tournament.

IFM Sports Marketing Surveys has been hired to carry out the research which will be conducted via online fan forums and discussion areas. In particular, IFM will be looking to gauge the level of interaction fans have with advertising, promotions and sponsorship during the four-week event and their use of traditional, digital and social media to keep track of all the latest happenings.

David Rose, the federation’s corporate relations manager, said: “Our organisation is dedicated to delivering advice and feedback on key issues raised by supporters and this research will allow us, for the first time, to understand their consumer behaviour.”

Today’s first match, between hosts South Africa and Mexico kicks off at 3pm GMT.