Football Federation Australia (FFA) has appointed Gemba and Futures Sport to better understand its fans through a strategic research and insights program.
Football fans generate a unique atmosphere in Australian sport and the FFA has joined forces with Gemba and Futures Sport to ensure this continues to flourish as football in Australia grows.
FFA CEO David Gallop said: “We are excited to be undertaking such an important project with respected business Gemba and Futures Sport.
“Our fans and the atmosphere they generate are one of our greatest assets and this research and insights program will underpin FFA’s fan engagement strategy going forward. It gives us a tremendous listening platform to better understand and engage with our fans and valuable information for our commercial partners to leverage effectively.”
Gemba was selected to provide a range of research deliverables spanning participation, the Hyundai A-League and the national teams and will manage the FFA’s consumer insights program for the next two years.
Gemba CEO Rob Mills said, “We are obviously excited about being appointed by the FFA to manage key components of their insights program. The FFA has a lot of momentum across all aspects of their organisation and we are looking forward to helping them with their next phase of growth.”
The appointment compliments recent strategy work completed by Gemba for the FFA focussed around participation and commercial operations.
Gemba is Australia’s leading provider of insights to the Sport and Entertainment industry. In addition to the FFA relationship, Gemba also provides to insights to Cricket Australia, Tennis Australia and the Melbourne Cricket Club. Gemba manages the largest proprietary Sport and Entertainment programs in Australia and operates similar programs in 10 other markets globally.
In addition, FFA also announced that Futures Sport, who works with football clients across a wide variety of major leagues worldwide, will provide a wide range of data and advisory services to the FFA. The work will cover partner media valuation, consultancy on optimal partner signage artwork and understanding of fans’ match day experiences.
Futures will also build a bespoke dashboard to the FFA, providing the organisation with a best-in-class ability to view all of its data and reports in an easy-to-use format, updated weekly to provide the FFA with the very latest information.
Kevin Alavy, Managing Director of Futures Sport, said: “We’re super excited to be working with the FFA. We share their vision and passion to translate football’s global popularity to Australia and are confident that the quality of our research will help them reach this goal.”