Of fans that watch sports on their mobile devices, nearly two out of three (65 percent) will use their phones to watch football. Fans watched football at far greater rates than basketball (42 percent) and baseball (33 percent), according to research released today from IMRE Sports, conducted by Harris Interactive.[1]

 IMRE Sports has released an infographic that showcases how relevant football has become and how mobile marketing is a new avenue that brands should consider in reaching a particular demographic of fan that gets bigger every year. Additionally, research has indicated that the female football fan is on the rise, and with their immense purchasing power, is an audience brands should look to target.

 To view the infographic, please visit IMRESportsIQ.com.

 Football’s Increased Popularity

Football isn’t just for avid sports fans anymore. 55 percent of Americans said they follow professional football.[2] Fans aren’t just watching the games on television either. Fantasy football continues to explode in the mainstream, as there are currently 35 million North American fantasy sports players.[3]

Football has also become a year-round sport, and fans have increasingly taken to social media to discuss the game, news and their favorite teams. Recent research by IMRE Sports found that there were 6,938,754 total mentions of football in news, blogs, Twitter and forums during football’s offseason – from Feb. 7, 2012 to July 23, 2012. That was only a 19 percent decrease in mentions from during the season.

Utilizing Mobile Marketing to Reach the Football Fan

Now that so many fans utilize mobile devices to consume football, there is opportunity for brands to reach lucrative demographics through advertising and marketing campaigns directed at the mobile consumer. Fans aren’t just watching games, but they’re also downloading apps, as evidenced by the 292 current football apps[4] on the market.

Some brands have already taken notice of the potential of mobile advertising. According to an infographic by mobiThinking, mobile ad spend is predicted to be $20.6 billion in 2015. That’s a 624 percent increase over 2011 ($3.3 billion). When you factor in that click-through rates are 72 percent higher on phones than on PCs,[5] and that 31 percent of consumers prefer shopping right from their mobile or tablet,[6] it’s clear that mobile marketing is an avenue to reach potential buyers.

A Growing Demographic: The Female Football Fan

Two out of five NFL fans are women (39.8 percent),[7] and they’re beginning to show their passion for football, as evidenced by a 125 percent increase of NFL merchandise sold to women, year over year, from January 2010 to January 2011.[8]

What’s important for brands to note is just how much purchasing power female consumers have. They account for $4.3 trillion or about 73 percent of U.S. consumer spending.[9] And they’re also a demographic you can reach through mobile marketing, as they, on average, spend 170.3 minutes on mobile retail apps and websites (compared to just 96.7 minutes for men).[10]

“Football has increasingly becoming America’s obsession, and the enormous popularity of the sport gives brand marketers a lucrative audience to reach,” said IMRE Sports Vice President Marty Conway. “Football is a major sport with plenty of current advertisers, but mobile marketing is a way for brands on the outside to find a way in. Mobile campaigns are on the rise, and when brands are determining their budgets and ad spend, they should consider putting real focus behind mobile and digital advertising.”

This research indicates that there is tremendous opportunity in the marketplace to connect with the football fan. Mobile marketing and targeted advertising in football can help reach consumers, and in turn, help brands earn bigger profits.

About IMRE Sports

IMRE Sports is an agency helping clients like Target, Stanley Black & Decker and John Deere leverage their sports sponsorships. Areas of expertise include social marketing, public relations and on-site activation. For more information, visit www.IMRESports.com, follow our blog at www.IMRESportsIQ.com or follow us on Twitter at twitter.com/IMRESportsIQ.

Among those Americans planning on using social media on their mobile phones to follow March Madness, checking the scores (69 percent), following a favorite team or college (43 percent) and checking their bracket (40 percent) were the most common information they’ll be viewing.

Overall, men with mobile devices (26 percent) are more likely than their female counterparts (18 percent) to use social media on a mobile device to follow the tournament. An interesting finding though was among young women. Women aged 18 to 34 who use social media on their mobile device are significantly more likely to use social media to check the scores (29 percent), follow their favorite team/college (24 percent), and share game updates with friends (19 percent) as compared to women aged 35 and older (12 percent, 7 percent and 7 percent respectively).

“This information proves that sports fans continue to engage through social media, and are also doing so on their mobile phones, tablets, iPads, and more,” said Marty Conway, vice president of IMRE Sports. “What’s interesting is that there may be an emerging demographic of young women interested in following March Madness through social media on their mobile devices. This data can be useful for brands interested in reaching lucrative customers through social media and mobile marketing.”

Americans with a mobile device who plan on using social media to follow March Madness:

Of the 21 percent of American adults who plan to use social media on their mobile device to follow March Madness, the research study revealed the following:

• 69 percent will use it to check the score
• 43 percent will follow their favorite team/college
• 40 percent will follow/check their bracket
• 35 percent will share game updates with friends
• 30 percent will watch the games
• 17 percent will follow their favorite player/coach

For more statistics and insight on the implications of this research, visit the IMRE Sports IQ blog at www.IMRESportsIQ.com.

About IMRE Sports

IMRE Sports is an agency helping clients like Target, the PGA TOUR’s Travelers Championship, Stanley Black & Decker and John Deere leverage their sports sponsorships. Areas of expertise include social marketing, public relations and on-site activation. For more information, visit www.IMRESports.com, follow our blog at www.IMRESportsIQ.com or follow us on Twitter at twitter.com/IMRESportsIQ.

Abbreviated Methodology

This survey was conducted online within the United States by Harris Interactive on behalf of IMRE from March 5-7, 2012 among 2,238 adults age 18+. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Marty Conway at martyc@imre.com.

 Conway’s expertise, coupled with IMRE’s extensive experience in Public Relations, Social Marketing, Creative, Emerging Media, Research and Sustainability, will serve as a solid foundation for the Sports practice’s specialties, which include sporting event management, brand strategies for sports marketing, fan engagement, sponsorship activation and more.

 Before joining IMRE, Conway’s career spanned many channels of the sports marketing arena.  He worked with Major League Baseball (MLB) for a combined 14 years as Vice President of Marketing and Communication and Vice President of Marketing and Development for the Baltimore Orioles and the Texas Rangers, respectively. During his time with MLB, Conway was responsible for marketing the launch of two new ballparks, Oriole Park at Camden Yards and Rangers Ballpark in Arlington.  Additionally, Conway gained broad digital sports marketing experience during his 15-year tenure at America Online (AOL), where he led the development of AOL Sports, the first full-scale, branded online sports destination on the web. Currently, as a faculty member at Georgetown University, Conway has developed a best-in-class global sports management program that teaches global trends in sports, jewel sport event planning, and major sport facility development and management. He has also served as a consultant, helping various business leaders and companies with business expansion, growth, development and marketing, as well as digital media and mobile strategies.

 “Marty’s diverse experience in sports marketing and communications gives him great insight into how best to engage both sports fans and customers, and how brands can ultimately turn them into product loyalists,” said IMRE Partner & President Mark Eber. “We are thrilled to welcome him to our team, and can’t wait to see where he takes our Sports practice.”

About IMRE

IMRE Sports is an agency helping clients like Target, the PGA TOUR’s Travelers Championship, Stanley Black & Decker and John Deere leverage their sports sponsorships. Areas of expertise include social marketing, public relations and on-site activation. For more information, visit www.imresports.com, follow our blog at www.imresportsiq.com or follow us on Twitter at twitter.com/imresportsiq.

## #

 Hosted on Monday, February 6 at 6pm, the event will explore topics from adoption of new technology and mobile advertising to content development and international considerations.  Marty Conway, Vice President, IMRE Sports, will moderate the panel of experts that includes Christine Pierpoint, IMRE’s Vice President, Emerging Media; Wallace Bolden, Manager of Consumer Product Development at Verizon Wireless; Joe Dupriest, Vice President & Chief Marketing Officer for the Washington Capitals; and Jimmy Lynn, President of J Lynn Associates.

 To see the presentation from Touchdowns and Touchscreens, click here. To learn more about IMRE Sports, please contact Matt Saler at matts@imre.com or 410-821-8220.

 Crystalyn Stuart, Vice President, Social Marketing, was a guest on CNN’s Market Watch radio program, speaking to an increase of social media usage before and during the Superbowl, and how sports brands are finding more creative ways of engaging their audiences with social media. To hear Crystalyn’s insight on social media and sports brand fan engagement, click here: http://www.marketwatch.com/story/social-media-playing-a-big-role-at-the-super-bowl-2012-02-03

Meghann Malone, Marketing Manager, was featured in an article on ESPNW.com regarding the surprising number of female sports fans, how the NFL is engaging them, and why advertisers that haven’t tapped into this demographic would be smart to catch on. To read more about which types of brands are missing the mark, and why, click here: http://espn.go.com/espnw/more-sports/7536295/nfl-finding-success-targeting-women-fans-merchandise-fashion

To learn more about IMRE Sports, please contact Matt Saler at matts@imre.com.

IMRE Sports is an agency helping clients like Target, the PGA TOUR’s Travelers Championship, Stanley Black & Decker and John Deere leverage their sports sponsorships. Areas of expertise include social marketing, public relations and on-site activation. For more information, visit www.imresports.com, follow our blog at www.imresportsiq.com or follow us on Twitter at twitter.com/imresportsiq.

Slightly over one in five American adults (21 percent) revealed that they ever participate in any winter sport, according to new research released today from IMRE Sports, and conducted on their behalf by Harris Interactive. Among those who ever participate in winter sports, 47 percent make recommendations to their peers about their favorite winter sports products or brands.

The research also indicated that among those who ever participate in winter sports, 74 percent use social media sites. Interestingly enough, of that 74 percent, 84 percent utilize the platform to follow brands.

Harris Interactive conducted this survey online among 2,292 adult Americans ages 18 and older between December 19 and 21, 2011. The research was spearheaded by the Maryland-based sports marketing agency, IMRE Sports.

 Coupons and Giveaways atop the type of information Americans prefer from brands via social media channels

The type of information Americans prefer to receive from brands through social media sites (e.g., Facebook, Twitter) reveals a variety of trends that brands can leverage via promotions and advertising. The research revealed that even more opportunity lies among those Americans who have ever participated in winter sports.

Among those who use social media sites and who ever participate in winter sports, coupons (49 percent) and giveaways (41 percent) are the most popular types of information users would prefer to receive from the brands they follow or connect with via social media sites.

The research revealed the following statistics among adult Americans who used social media sites, as well as those who used social media sites and ever participated in winter sports:

One-on-one conversations and social networking are the most prominent ways in which winter sports participants recommend their favorite winter sports products/brands to their peers

Of the 21 percent of adult Americans who ever participate in winter sports, the research study revealed that 47 percent recommend any of their favorite winter sport products/brands to their peers. Specifically:

• 33 percent use one-on-one conversation (e.g., in person, phone, email, online chat)
• 11 percent use social networking sites (e.g., Facebook, Twitter, Google+)
• 7 percent add their opinion to a review site
• 5 percent blog their recommendations
• 5 percent post a recommendation to an online forum
• 5 percent use video or photo sharing websites (e.g., YouTube, Flickr) to share their recommendation
• 2 percent use some other method to make a recommendation to their peers

Teams and athletes lead winter sports related groups that Americans follow via social media channels

The types of winter sports related groups adult Americans specifically follow using social media channels (e.g., Facebook, Twitter) reveal a range of important trends that brands can leverage via advertising.

The study revealed that 62 percent of adult Americans use social media sites. Among that 62 percent, the research showcased which winter sports-related groups Americans follow or connect with via social channels:

• Teams and athletes led the category (each at 7 percent)
• 5 percent follow news media outlets
• 4 percent follow winter sports events (e.g., Winter X Games, Winter Olympics)
• 4 percent follow apparel manufacturers
• 4 percent follow clubs or associations
• 2 percent follow resorts or venues and gear manufacturers
• 1 percent follow some other winter sports related group

The research showed that women (68 percent) are using social media sites significantly more than men (56 percent). However, among those using social media sites, men (25 percent) are significantly more likely than women (13 percent) to use social media sites to follow or connect with winter sport-related groups.

 Skiing and hiking top all winter sports

One-fifth (21 percent) of adult Americans over age 18 ever participate in winter sports. Among them, the study showed the following breakdown of winter sport participation:

• Skiing (e.g., alpine, cross country) and hiking topped all winter sports with 8 percent of adult Americans ever participating in these sports
• 3 percent participate in the following winter sports: snowboarding, snowmobiling and ice fishing
• 2 percent of adult Americans participate in ice hockey
• Other answers included: snowshoeing (2 percent), mountain climbing (2 percent) curling (1 percent) and some other winter sport (3 percent)
• Men (28 percent) are significantly more likely to ever participate in any winter sport compared to women (14 percent)

The research also revealed that significantly more Midwesterners (29 percent) ever participate in winter sports compared to those in the West (22 percent), Northeast (19 percent), or South (15 percent). In addition, significantly more 18-34 (28 percent) and 35-44 year olds (29 percent) ever participate in winter sports compared to their older counterparts (18 percent for 45-54 year olds; 12 percent for those 55+).

“The winter sports fan is extremely loyal to their apparel and equipment brands, and they are willing to share their insights with fellow consumers,” said IMRE Sports Vice President of Social Marketing, Crystalyn Stuart. “The way Americans utilize resources to recommend brands to their peers illustrates how brands can focus their spending, particularly as social media options continue to rise in popularity. This research illustrates that the winter sports fan is a very targeted, but potentially lucrative, demographic.”

For more insight on the implications of this research, visit www.IMRESportsIQ.com.

Survey Methodology

This survey was conducted online within the United States by Harris Interactive on behalf of IMRE Sports from December 19 to 21, 2011 among 2,292 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Kelly Nowlan at 410-821-8220 or kellyn@imre.com.

About IMRE Sports

IMRE is an agency of marketing experts serving brands and clients invested in the sports industry. IMRE Sports connects brands to fans and helps corporations leverage their sponsorship investments to generate more brand exposure and fan engagement. IMRE’s clients include Target, Stanley Black & Decker and John Deere. Services include public relations, social marketing, advertising, emerging media and research. For more information, visit www.imresports.com.

About Harris Interactive

Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American and European offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.

IMRESportsIQ won the “Best Sports Wildcard” blog, given to the best Maryland sports blog that doesn’t focus on the Baltimore Ravens or Baltimore Orioles. IMRESportsIQ was also nominated for “Best Sports” blog and “Best New” blog.

IMRE is an agency of marketing experts serving brands and clients invested in the Sports industry. IMRE Sports connects brands to fans and helps corporations leverage their sponsorship investments to generate more brand exposure and fan engagement. IMRE’s clients include Target, Stanley Black & Decker and John Deere. Follow IMRE Sports on Twitter @IMRESportsIQ and http://www.imresportsiq.com/.

To learn more about The New Realities of Leveraging Sports Sponsorships and IMRE Sports, please contact Matt Saler at matts@imre.com or 410.821.8220.

Nearly one in four online American adults (23%) revealed that they will be using some form of social media to follow this year’s men’s NCAA Tournament, according to new research released today from IMRE Sports, and conducted on their behalf by Harris Interactive. The research showed that among those who plan to use social media to follow March Madness, 27% plan to utilize a mobile application to do so.

These are some of the results released of the survey of 2,366 American adults surveyed online between February 24 and 28, 2011 by Harris Interactive. The research was spearheaded by the Maryland-based sports marketing agency, IMRE Sports.

Social networking sites top resources to follow the games
The way Americans utilize resources to follow March Madness paints a unique picture of how brands can focus their spending as digital and social media options continue to rise in popularity.

Of the 23% of online Americans who plan to use social media to follow March Madness, the research study revealed the following:

• 50% will use social networking sites
• 31% will specifically utilize YouTube
• 27% will utilize a mobile application

The research also revealed that those with higher household incomes ($75K+) and college graduates are more likely to be planning to use mobile applications and Twitter.

Checking scores atop reasons why fans plan to follow games via social media channels
The focus of why Americans plan to use social media to follow March Madness in 2011 reveals a variety of trends that brands can exploit via advertising.

Among the 23% of online Americans who plan to use social media to follow March Madness, the research study revealed the following statistics:

• 62% will use social media channels specifically to check the scores
• 44% will use them to watch the games
• 44% will use them to follow their favorite team/college
• 40% will use them to follow their own bracket/other gaming purposes
• 19% will utilize social media channels to follow their favorite player/coach

The research also shows that men will be more likely than women to use social media to follow March Madness, by a margin of 3 to 1 (32% men vs. 14% women).

Facebook is the most popular social media channel for men’s college basketball fans throughout the season
March Madness aside, social media channels are very popular amongst men’s college basketball fans year round. The survey revealed that roughly two in five online Americans (42%) follow men’s college basketball throughout the year. Among those followers, the research also revealed statistics that might impact how brands spend money on college basketball next year.

Of the 42% who follow men’s college basketball throughout the year, the study showed:

• 44% use social media tools to interact with the sport
• Facebook is the most popular way to follow/interact with the sport (25%),followed by Twitter (13%) and blogs (13%). 11% interact via online forums.
  • Specifically, Facebook Pages (18%) and Twitter accounts (10%) hosted by sports or news networks are the most popular.
  • Roughly one in 10 (13%) follow/interact with a team/college Facebook Page. 7% follow/interact with a player/coach Facebook Page.

“As more fans continue to engage in social media channels to view sports and follow their favorite teams and players, there are more opportunities for brands to share their messages with the very targeted demographic that lies within sports fans,” said Kelly Nowlan, research director at IMRE Sports.

For more statistics and insight on the implications of this research, visit the IMRE Sports IQ blog at www.IMRESportsIQ.com.

ABOUT THE SURVEY

This survey was conducted online within the United States by Harris Interactive on behalf of IMRE Sports from February 24 to 28, 2011 among 2,366 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Kelly Nowlan at 410-821-8220 or kellyn@imre.com.

ABOUT IMRE SPORTS

IMRE is an agency of marketing experts serving brands and clients invested in the Sports Industry. IMRE Sports connects brands to fans and helps corporations leverage their sponsorship investments to generate more brand exposure and fan engagement. IMRE’s clients include Target, Stanley Black & Decker and John Deere. Services include marketing, public relations, social marketing, advertising, emerging media and research. For more information, visit www.imresports.com.

ABOUT HARRIS INTERACTIVE

Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.

For nearly two decades, IMRE has spearheaded a wide array of sports marketing initiatives for its clients. IMRE will now have a dedicated team to handle clients that are specifically invested within the sports industry. IMRE Sports will connect brands to fans and help corporations leverage their sponsorship investments to generate more brand exposure and fan engagement. IMRE Sports clients will get the full range of services provided by the agency, including marketing, public relations, social marketing, advertising and emerging media.

“IMRE has been involved in the sports arena for some time now, and we’re excited to finally put a stake in the ground with the launch of IMRE Sports,” said IMRE President Mark Eber. “We have mobilized a great team of industry experts, and we are confident that this business unit will help clients get the most out of their sports sponsorship investments.”

Eber and sports industry veteran Matt Saler will be overseeing IMRE Sports. Eber will be spearheading the overall vision and new business development of the practice, while Saler will be managing day-to-day operations. Saler was hired in January of 2011, after spending many years working within the sports marketing industry, most recently at Maroon PR.

IMRE’s sports-related client experience includes Target, John Deere, Stanley Black & Decker and others, covering the NFL, PGA TOUR, NASCAR, professional boxing and more.

With its launch, IMRE will feature a new blog, www.imresportsiq.com, offering original reporting on trends within the sports business industry, insight into sports fans and commentary on relevant breaking news. IMRE Sports will also have a Twitter handle, twitter.com/imresportsiq, that will engage in online conversations about the sports business industry.

Pre-approved tweet: Baltimore marketing agency @IMREIQ launches sports practice. Follow along @IMREsportsIQ & find out more http://bit.ly/ePBjua.

ABOUT IMRE SPORTS

IMRE is an agency of marketing experts serving brands and clients invested in the Sports Industry. IMRE Sports connects brands to fans and helps corporations leverage their sponsorship investments to generate more brand exposure and fan engagement. IMRE’s clients include Target, Stanley Black & Decker and John Deere. Services include marketing, public relations, social marketing, advertising, emerging media and research. For more information, visit www.imresports.com.

“We see the expansion as an opportunity to strengthen current client relationships and grow our portfolio of national and international brands headquartered in the Southeast,” explained Mark Eber, IMRE partner and president. “Our extensive experience in the Home & Building, Healthcare and Financial Services sectors, coupled with our expertise in marketing, public relations, social marketing and sustainability, make us attractive to Research Triangle Park and surrounding area businesses with national and global communications needs.”

Research Triangle Park is home to many national brands, including a variety of Fortune 100 multinational corporations that align with IMRE’s focused areas of industry expertise.

ABOUT IMRE

IMRE is an agency of marketing experts serving business-to-business and business-to-consumer clients in the Healthcare, Home & Building, and Financial Services industries.  IMRE specializes in driving demand and purchase for brands and clients that include Black & Decker, Pfizer and Travelers. Services include marketing, public relations, social marketing, advertising and interactive.  For more information visit www.imre.com.

Click below to register through PRSA.

http://www.prsa.org/Learning/Seminars/view/648/Navigating_the_Legal_Parameters_of_Social_Marketing

As president, Eber will assume an outward facing role for the agency and continue to oversee the daily operations. He will also keep the agency focused on its core business of serving national clients in the Financial Services, Healthcare, and Home & Building industries. Formerly, Eber served as chief operating officer of IMRE.

“Mark has been a driving force in IMRE’s growth, and we are excited about his expanded leadership role,” said Imre. “Forecasting change, including the latest trends in social and digital marketing, has always been one of Mark’s strengths. I am confident that he has the leadership skills, ambition and dedication necessary to take IMRE to the next level.”

Eber joined IMRE in 1997 as an account supervisor and has been an integral part of the management team with client service responsibilities since his tenure began. He quickly rose to partner and chief operating officer and has been overseeing the day-to-day operations of the agency for almost a decade. During his time at IMRE, Eber has led numerous client campaigns, including the largest power tool launch in history. Eber is a former president of the Maryland Chapter of the Public Relations Society of America, a frequent national speaker on agency finance and operations, and has served as an adjunct professor at Towson University.

“We have built a vibrant agency with talented and passionate employees who execute bold and smart work for major national brands,” said Eber. “I look forward to driving this agency forward by focusing on great client service and growing the IMRE brand, both in service offerings and geographically.”

ABOUT IMRE

IMRE is an agency of marketing experts serving business-to-business and business-to-consumer clients in the Healthcare, Home & Building, and Financial Services industries. IMRE specializes in driving demand and purchase for brands and clients that include Black & Decker, Pfizer and Travelers. Services include digital, advertising, marketing and public relations. For more information visit www.imre.com.