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22 Feb 2017

ASOIF drives data research for member federations - New agreement with Sportcal seals participation in GSI Event Studies Programme

ASOIF has signed a four-year agreement with Sportcal, an experienced provider of sports market intelligence, to help its member federations gather market research data from their events. The aim of the new initiative, which is part of Sportcal’s Global Sports Impact (GSI) Project, is to understand more about the true holistic impact of sports events.

Through the new partnership, each IF will be provided with a data report for one event of their choice over the next Olympic cycle, between 2017 and 2020. The reports will include information on economic aspects, media, social media, sponsorship, sport specific and social details. The GSI Event Studies Programme will engage all stakeholders involved in sport including event owners, event organisers, host cities, host governments, academic institutions, sponsors, broadcasters and other delivery partners.

Commenting on the new initiative, ASOIF Executive Director Andrew Ryan said: “Clearly, what you can measure, you can manage more efficiently. We know from our member federations that they are in need of reliable data to optimise their event operations, legacy plans and promotional initiatives. Sportcal has an impressive track record in sports market intelligence and we are convinced that our new agreement with them will add value to IF activities.”

Mike Laflin, CEO and Founder of Sportcal and the GSI Project, stated: “Sport frequently underestimates the true impact of its events and this agreement will help sport explain the true holistic benefits of hosting major sporting events to cities, governments, the media and ultimately the general public”.

In a separate project, ASOIF commissioned socio demographic and reach data from the Rio 2016 Olympic Games for each of their member federations in order to support them in their marketing, sponsorship and sport development initiatives. As a follow-up, ASOIF’s Commercial Advisory Group will host a data workshop for IFs on 22nd March 2017 to help them examining the potential usage of this new data in support of their marketing and sponsorship initiatives, maximising the use of existing data and identifying what additional data may be beneficial for their marketing requirements.