Sky: Securing growth through expansive fandom

Sky, a broadcaster, partnered with MTM to design a four-stage study, allowing for deep understanding of modern UK sports fans, and to secure future growth through younger and female sports fans.

Summary

Sky and MTM partnered to address a key business challenge for Sky Sports; secure future growth through younger and female sports fans. This was crucial to complement a stable existing base. However current positioning, content, talent, and marketing were suspected to not align with what these fans want from sports content providers, nor how they typically engage in sports.

Together we designed a 4-stage study, allowing for deep understanding of modern sports fans to drive team-specific initiatives across marketing, product, strategy, content, and propositions, whilst keeping the overall business objective in mind.

The study was debriefed in Q4 2022,...

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