New Venezia Stadium, Integrated Market Research for Venezia FC

June 2018

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Here we go again, how beautiful!

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Last winter we had the opportunity to collaborate on a qualitative-quantitative project related to the world of football , specifically a market research aimed at understanding the interest in the possible construction of a new stadium in Venice, a stadium owned by a very important club: Venezia FC.

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Market Research Premises

The project for a company-owned stadium today not only represents an opportunity to offer fans an innovative experience (almost unprecedented in the Italian context) of participation, viewing and consumption of the sports competition and the football brand, but also an extraordinary opportunity for the corporate world to use the sporting event as a driving force for their business, exploiting the new potential of corporate hospitality and brand visibility .

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Integration between focus groups, CATI and CAWI

Thanks to the strategic vision of Venezia FC and the collaboration with International Stadia Group, we were able to offer our contribution in the realization of an integrated market research with qualitative (Focus Group) and quantitative (CATI interviews and CAWI survey) methods. The project of a Club innate with a historic and wonderful city like Venice is a precious resource for the development of a high-level football project and for the development of the city of Venice itself, therefore it cannot ignore the opinions of its citizens and its businesses.

For this reason, the research methods were naturally directed towards fans , managers and entrepreneurs of the companies present in the territory.

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Those who know us will know that this is not the first research project for a football club that we have undertaken. However, the opportunity to work in sports marketing is always a source of great excitement and interest for us: being able to explore the unique relationship that is established between a football brand and its city is a one-of-a-kind research experience.