Chinese Sports Monitor Launched

Starfish Research (Asia) has launched a syndicated report studying the sporting passions of the Chinese. The China Passion Index 2007 will look at consumers' attitudes towards sports, teams and sporting personalities, plus sponsorship and events including the forthcoming Beijing Olympics.

The index, which uses a scale designed specifically to measure emotions, is based on response from 1500 respondents in 6 key Chinese cities, and will measure over 30 sports and 100 sports properties.

CEO Nicholas Cameron comments: 'China is the greatest sports marketing opportunity of the 21st century... Chinese consumers are passionate about sports and given that brand loyalty is still being developed in China, brands that forge an emotional link to consumers through their sporting passions will be the winners.'

Cameron says he expects to see 'very strong results for US and European sports properties' given the strong followings for the NBA and (among younger people) for football. 'In fact, many Chinese teenagers follow the same teams and sports personalities as their counterparts in the US and Europe.'

Starfish Research has offices in London and Singapore and already provides SponsorMap™, a consumer research tool designed to measure sponsorship effectiveness or ROI. Starfish is online at www.starfish-research.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.