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Over the past 20 years Fans have been presented with a massive increase in sport.
There has never been so much sport available to Fans. While supply maybe have been almost infinite, share of fan time and wallet is fast providing a reality check.

The Sport and Entertainment industry is now joining the rest of the world, where market share is a key measurement of success.
And with this reality comes the need for a better understanding of the Fan. This starts at a rudimentary level. How big is the fanbase? Where are Fans on the engagement funnel? What is the commercial opportunity of Fans at different levels of engagement?

Gemba has completed an 18-month review of our market sizing approach to ensure that our data and intellectual capital are fit for a market where the battle for share is heightening.

This piece outlines our new approach using Formula 1 as a case study. In addition to quantifying the Fan base, we will also outline the opportunities and challenges at the different levels of the Fanbase funnel

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