Study launched by Havas Sports & Entertainment in partnership with USC Annenberg Innovation Lab
Just a few days into the FIFA World CupTM, this new research looks into the ways fans around the world engage in their passion for sport and entertainment, with a specific focus on football fans, defining a unique new framework to understand and interpret fan attitudes and behaviors. At the core of this global research lies a survey conducted in 15 countries decrypting the passions of 21,000 people.
Havas Sports & Entertainment (HS&E), the brand engagement network of the Havas Group, in partnership with the University of Southern California’s Annenberg Innovation Lab (USC), have unveiled an extensive global study that, for the first time, looks across both sport and entertainment to understand how and why fans engage in their passions.
The FANS.PASSIONS.BRANDS research offers a novel approach to fan identities by expanding on fan behaviors, attitudes and perceptions to derive an innovative new set of principles that categorizes the relationship between fans and their passions: the Logics of Engagement.
The study applies Eight Logics of Engagement to fans.
For the full press release see http://www.havas-se.com/uploads/news/7666a4793156b34e3f3458e170a6787665c39821.pdf
