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Analyzing Sports Relationships: Insights from MORI's Research on Stakeholder Engagement

Explore the findings of Peter Hasler from MORI's Sports Research Unit, highlighting key insights into stakeholder relationships within sports. This presentation covers the methodology of MORI, the UK's largest independent market research agency, focusing on diverse interactions involving armchair fans, players, coaches, and officials. It emphasizes the importance of capturing opinions from various sectors, including rugby and football, and the impact of social inclusion, volunteerism, and coaching on sports engagement. Learn how stakeholder research shapes the future of sports organizations.

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Analyzing Sports Relationships: Insights from MORI's Research on Stakeholder Engagement

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Presentation Transcript

  1. “Sporting Relationships” Presented by Peter HaslerHead of Sports Research, MORI 19 May 2004

  2. Background – What do we do? MORI • Largest independent market research agency in the UK • Experts in corporate, consumer and social research. • Specialists in surveys among ‘key audiences’, such as MPs, Captains of Industry, financial investors, journalists etc. MORI’s Sports Research Unit • Research for international and national federations, sponsors, sports clubs, government and organisers. • Research amonga range of stakeholders from armchair fans to managers and chairmen of major sports clubs.

  3. Armchair fans Spectators Players Teachers Club officials Senior Administrators Sports journalists Referees Coaches Rugby – ‘Making an Impact’ Assessing factors affecting involvement in rugby

  4. RFU Action Plan Specific targets & objectives covering Stakeholder opinions researched and analysed, helping to shape….. • Schools • Social inclusion • Coaching/refereeing • Links within the game • Volunteers • Recreational rugby etc. Rugby – ‘Making an Impact’ Source: Zurich, Rugby Football Union & MORI, 2003

  5. But there will always be differences in opinion…………..

  6. How do different groups rate Professional Football Referees? The FA – “State of the Nation Survey“ Good Poor Amateur Administrators TV Viewers Journalists Amateur Players Spectators Club Officials Pro. Players Source: The Football Association, 2002

  7. How do different groups rate Professional Football Referees? The FA – “State of the Nation Survey“ Good Poor Referees Amateur Administrators TV Viewers Journalists Amateur Players Spectators Club Officials Pro. Players Source: The Football Association, 2002

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