New research by omnichannel marketing expert, SAP Emarsys Customer Engagement reveals that football fans surveyed are set to spend more than Olympics fans – amid a wider study of how loyalty underpins consumer spending.
The research, as part of SAP Emarsys’ upcoming annual Customer Loyalty Index, finds that shoppers surveyed who are loyal to a football club will spend an average of AU$179 on watching the Euros. That’s compared to the AU$132 spent on the Olympics – meaning that football fans will, on average, spend 36% more per head.
This spending is in stark contrast to many sports fans’ usual retail habits, where many are cost-conscious enough to abandon their brand of choice in pursuit of better value. Over two-thirds (67%) of football fans surveyed and 67% of Olympics fans having switched brands due to cost considerations; 67% and 67% respectively will typically replace a purchase if a cheaper product is available.
But fans have similar feelings and behaviours when it comes to brand loyalty and navigating their summer spending. More than half of both football (58%) and Olympic (61%) fans surveyed expect reduced prices or better deals in exchange for their loyalty.
Both sets of fans who consider themselves loyal to a particular retailer/brand/store expect loyalty points or cashback to reward their loyalty – 57% of football fans and 60% of Olympics fans. That’s despite only one-third (35% and 34% respectively) starting to use loyalty schemes in the past 12 months, potentially in the buildup to these events. Both football fans (39%) and Olympics fans (38%) are using apps provided by their favourite brands.
As AI becomes an increasingly conventional part of the retail experience, this is also reflected in sporting fans’ attitudes towards its use in everyday shopping.
One in four (25%) football fans and 21% of Olympics fans have switched from a brand they were loyal to due to its use of AI. Sports fans are increasingly aware of AI as part of their usual retail experience, and many are willing to exchange their information if it means a more personalised, sophisticated experience.
SAP Emarsys regional vice president, Silvana Tagand said, “AI is crucial for understanding and nurturing a consumer’s relationship with a brand. From new buyers to dedicated loyalists, AI is the only effective method for personalising offers and communication with each customer, shaping their experience in real time.
“The same applies to sports fans. As one of the most passionate global audiences, they invest time, energy, and money to seek moments of joy and togetherness. Their loyalty to their teams provides valuable insights that retail brands aim to emulate through initiatives like loyalty programs.
“At SAP Emarsys, we’ve enabled this connection for globally renowned teams like FC Bayern Munich by providing essential access to first-party data and AI-powered campaigns. These are crucial for delivering personalised experiences at scale. Cultivating this level of customer recognition enhances emotional bonds with fans and fosters genuine loyalty, creating relationships that can last a lifetime.”