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SPECIAL RELATIONSHIP

SPECIAL RELATIONSHIP
DO THE US AND UK REALLY LOVE EACH OTHER’S SPORTS – OR ARE WE JUST BEING POLITE?

Special Relationship Report

Welcome to our special report on the US/UK ‘Special Relationship’– the sporting version.

This new SMG Insight report reveals for the first time the data driving the efforts of the NFL and soccer to build audiences on foreign soil.

The Special Relationship report looks at how the differences between British and American sports fans are steering the sports’ strategies to break into one another’s home markets.

It offers a unique trove of data and analysis for every sport looking to grow its footprints beyond home turf, examining factors as broad as fantasy sports, Title IX, season scarcity, soccer moms and commercial deals across both sides of the Atlantic.

A new report from SMG Insight has, for the first time, revealed the data driving the efforts of the NFL and soccer to build audiences on opposite sides of the Atlantic.
As the NFL prepares to make its annual trip to Wembley and Major League Soccer winds up its season in the States, SMG Insight’s Special Relationship report looks at how the differences between British and American sports fans are steering the sports’ strategies to break into one another’s home markets.
Frank Saez, SMG Insight’s Managing Director, says that the report offers a unique trove of data and analysis for sports with UK or US followings.
“As a global company, we know that this kind of comparative data can really make a difference to the way clients work. Take just one social media insight, for example. Whilst Facebook is the most popular hangout for sports fans, Twitter is the only platform used more widely by sports fans than by the general population.”
“Our research also reveals a measure of whether Brits or Americans are the biggest sports fans. And we explain why America’s favourite sport is so much more popular amongst Americans than soccer is amongst Brits.”
Citing influences as diverse as fantasy sports and season length, the report represents the definitive analysis of two of the globe’s biggest sports audiences.
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