Challenge
To help Reading FC realise the commercial value of its fans through a deeper analysis of their behaviour traits, social media preferences, and awareness of current sponsors.
Solution
Following a comprehensive discovery period, Redtorch designed a purpose-built survey which asked a series of research questions to generate qualitative and quantitative first-party analysis and insight data.
Redtorch worked with Reading FC to manage survey distribution and ensure a minimum sample size was reached to guarantee valid and accurate findings.
Results
1. 768 fans completed the survey.
2. 4 key audience segments were identified and brought to life with actionable personas (to be used by the commercial team).
3. 11 official partners were ranked according to brand recall, recognition, and awareness.
4. Select Car Leasing upgraded to front of shirt sponsor and stadium naming rights, extension of partnership with Rapidz, and new sponsorship signing with BDB Pitmans
