Sports Event Study

Background

Our client is an organizer of a sports event in Singapore. They host a competition as part of this annual event. In 2022, almost 5000 attendees attended this 4-day event, which was the largest of its kind in Asia.

Foreign players visit Singapore just for the competition. Their families and coaches usually follow them to Singapore, and make up the team of supporters.

Our client commissioned us for the Sports Event Study in response to a local statutory board’s request for a post-event report. We ran a participant satisfaction survey as part of this study.

Research Objectives

Our main aim for this study was to gather feedback from both the sports players and spectators. We sought to understand their satisfaction with the sports event across various areas. Some areas that we wanted feedback for were the client’s choice of venues, the chosen tournament date, and the match fixture plan.

Our other goal for this sports event study was to understand the impact on spending on food and beverage, accommodations, and recreational activities resulting from the increased presence of international visitors attending the sports event.

Approach

The survey was conducted via a series of computer-aided personal interviews (CAPIs). A total of 407 respondents participated in the survey.

Experienced surveyors from Axanteus Research were stationed onsite throughout the event’s duration. A roaming supervisor was also present to monitor the progress of the survey and provide a quick response to any unexpected issues that arose.

Participants, representing a mix of nationalities were surveyed. They received Amazon e-gift cards as incentives, which were sent to them via email upon their completion of the survey.

Findings

The survey results provided invaluable insights for our client, shedding light on participants’ overall event experience and satisfaction levels. The attendees were highly satisfied with the event, including the chosen tournament date and the match fixture plan.

Application

By comparing the 2022 survey findings with those from a similar study conducted in 2019, we were able to understand the shifts in opinions and sentiments pre- and post-COVID-19. These insights not only informed strategies to enhance attendee support but also guided future event planning endeavors for our client.

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