Sport Consumers in the Middle East: Motorsport in the UAE
Journal Title: Choregia - Year 2011, Vol 7, Issue 1
Abstract
The Middle East contains a limited amount of published research into the types of sport consumed and by whom. In order to address this deficit the author introduces unpublished regionally based market research conducted by the TGI Arabia in conjunction with the Pan Arab Research Centre, UAE which identifies the demographic profile of sports consumers in the area and the characteristics of one sport consumer group; motorsport enthusiasts in the UAE. Motorsports is an emergent sport in the region; within the UAE it has seen a vast increase in consumers due to the introduction of the Abu Dhabi F1 Grand Prix in 2008. Within the area volunteering is growing as a mode of sport engagement and the author finds the sport becoming increasingly consumer led; where motorsport is already the fifth most popular sport and growing. As such, identifying the consumer profile of motorsports participants in the region has the potential to opens up an array of marketing and sponsorship opportunities.
Authors and Affiliations
Sean O’ Connor| Dublin Institute of Technology/Automobile and Touring Club of the UAE
Keywords
Related Articles
- EP ID EP12573
- DOI http:dx.doi.org/10.4127/ch.2011.0056
- Views 410
- Downloads 77
The Financial Performance of the Greek Football Clubs
The aim of this paper is to analyze the financial performance of the football clubs participating within the first division of the Greek football league for a period of 14 years (1993 - 2006) and to propose specific act...
Legacy in Major Sport Events: Empirical Insights from the 2010 FIFA World Cup in South Africa
The awarding of the 2010 FIFA World Cup to South Africa was an historic moment for all of Africa as football’s biggest event travelled to the continent for the first time. This study, set five years on, seeks to ide...
Administrative Determinants of Students’ Sports Participation in Nigeria
The study involved 2,624 participants selected in 32 schools. A self-developed questionnaire was used to collect on the administrative variables affecting secondary sports participation. The administrative style of sch...
Consumer Impressions of Sport Corruption
Fans view sport as corrupt and will become even more corrupt in the future. Because sport sponsorship relies on positive brand associations between the sport and the brand, sponsors are very concerned. A horn effect m...
Juxtaposing Sport and Public Health: The Case of Fit University, Inc
The purpose of this research was to examine a childhood obesity initiative that successfully used strategic brand management as a fundamental aspect of its mission and goal to promote physical activity through sport, f...