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Summary
Market sizing
A strong indication of the size of each market allowing appropriate resource deployment
Value
A strong empirical case for the potential of Rugby Pass when it was sold to Sky for $40 million
Fans
7% of US males categorised themselves as Rugby fans
The Client
Rugby Pass is the world’s biggest online destination for rugby fans, offering news, analysis, highlights, podcasts, live match tournaments all in HD.
The Challenge
Rugby Pass wanted to assess the size of the UK and US Rugby markets prior to deciding what level of market entry it wanted to commit to. Tim Martin, CEO of Rugby Pass said; “We operate in a category where there are very, very few reliable data points related to audience size and appetite. Broadcasters don’t share that info, and because no one else has ever done what we’re doing in rugby - we can’t borrow their info, we need to make our own.
The Approach
Rugby Pass used Stickybeak’s nationally representative sample surveys in the US and UK to help make these assessments.
“Being able to directly ask rugby fans what they think and how they currently purchase and indulge in their passion online has been really helpful,” said Martin.
The Result
Determining the size of a consumer market has never been so inexpensive or so fast.
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