Latest News

Back to Latest News back

 

NBL investment in fan research pays dividends

NBL investment in fan research pays dividends
June 24, 2011

Having enjoying its most successful season in over a decade, the National Basketball League (NBL) is poised to continue to grow after investing heavily in detailed research of the fan base of the iiNet NBL Championship.

The 2010/11 iiNet NBL Championship season saw league average attendances increase by 12%, TV viewership and on-line traffic experience massive growth and four major new corporate partnerships for the league in what was a banner year.

The NBL showed its determination to capitalise on the momentum created in 2010/11 by recently enlisting the services of respected research firm IER Pty. Ltd. to conduct some wide-ranging fan research to help formulate the league's future strategic vision.

Subsequently, over 5,100 basketball fans participated in a survey either on-line or at games, answering questions aimed to help identify ways that the NBL could improve in terms of game presentation and entertainment.

The information collected has since been analysed and is providing the NBL and its clubs with a better understanding of just what its fans want.

Basketball Australia Chief Executive Larry Sengstock says that the research was already proving invaluable, explaining "we are a business and the fans are our customers, so it's absolutely critical to understand just where we are delivering on their expectations and where we need to make improvements.

"We must continue to deliver a quality entertainment experience for fans so this sort of initiative is vital if we are to capitalise on our recent growth and attract even more new fans to the NBL.

"The findings of the fan research have been incorporated into our strategic planning process and we are using it to develop new game entertainment and event presentation standards for our venues which will further improve the already exciting game experience for our fans and corporate partners."

Glenn Hardy, Partner at leading sports research company IER who undertook the study, said that the research revealed a number of positive indicators for the NBL. Hardy explained that "fans demonstrated a strong connection with the sport and high levels of advocacy.

Hardy explains that "this is likely to have a positive impact on Club memberships, with over 95% of existing members already indicating that they are 'very likely' or 'likely' to renew their membership for next season."

Hardy also outlined that "fans were upbeat about the NBL, with an overwhelming 89% reporting positive sentiment about the competition.

"This was particularly highlighted in the areas of competitiveness and quality of the game, where fans recorded high levels of satisfaction."

The research also revealed the NBL's position as a leading provider of sports entertainment, Hardy adding that the research illustrated that "fans enjoyed the short, fast paced nature of the game as an entertainment experience."

The 2011/12 iiNet NBL Championship tips-off on Friday 7th October.

For more information go to www.basketball.net.au

Related Articles

21st April 2011 - Sell Out for Game two of NBL Grand Final Series

30th March 2010 - Martin Clarke leaves AIS for the Adelaide 36ers

11th June 2009 - Adelaide 36ers Sold to ‘Save our Sixers’ Consortium

1st June 2009 - Basketball Moves Forward As Tigers Join Competition

12th May 2009 - Seven Submissions for New Basketball League

11th February 2009 - Basketball Managers Come Together

19th September 2008 - Basketball Review Unveiled

9th June 2008 - Uncertainty on NBL Ownerships


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Australian Innovative Systems

Australian Innovative Systems (AISystems) is a multi-award winning, Australian owned leader in the design, production and supply of commercial and residential chlorine generators and water…

read more

Aquatics / Safety / Technology

 
 

Anti Wave International

Anti Wave International is the original suppliers of top performance swim, aquatic sports, leisure and pool programming equipment. Founded in 1971, Anti Wave International is proud of its…

read more

Aquatics / Play / Sport

 
 

LINKS MODULAR SOLUTIONS

Links Modular Solutions are a leading provider of high-quality, innovative software solutions for leisure facilities. Our software suite includes modules such as POS, Classes, Members, Facility…

read more

Access / Billing / Finance / Fitness / Technology

 
 

Mattioli

Mattioli provides award winning painting, flooring and waterproofing services to the aquatics and recreation sector. We’re recognised as the leading contractor in the industry with award-winning…

read more

Aquatics / Recreation / Safety

 
 

VLOCKER

Vlocker Pty Ltd has been designing, manufacturing, installing and servicing locker systems worldwide since 1995. Vlocker specialises in providing locker solutions to suit client requirements in…

read more

Aquatics / Attractions / Safety / Security / Venues

 
 

Perfect Gym

Perfect Gym Solutions is a software as a service (SaaS) solution purpose-built to service the fitness industry, with over 1000 clients servicing over 2 million gym members across 40 countries making…

read more

Access / Fitness / Marketing / Recreation / Technology

 
 

Fun Wheels Pty Ltd

Fun Wheels Pty Ltd are the premium dealer in Australasia for the Dutch company BERG’s commercial and domestic products. Our flagship product is their revolutionary pedal go-kart – the…

read more

Attractions / Tourism / Venues

 
 

SENtag

Developed in Europe, this innovative system offers a safety management solution for swimming pools that checks individual swimmers via their wristband - monitoring their depth and time. Sensors…

read more

Aquatics / Hospitality / Safety / Technology / Waterparks

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business