Soccer's Serie B follow-up, StageUp's Sponsor Value research
THOSE INTERESTED IN SERIE B IN ITALY ARE 19.9 MILLION, STABLE COMPARED TO 2023. FANS AT 2.34 MILLION DROP 3 PERCENT
There are 19,888,000 Italians interested in the Serie B Campionato at the end of the 2023/2024 season: the data are the result of Sponsor Value research by StageUp and Ipsos.
The figure is essentially stable compared to a year ago (-0.8%, it was 20,048,000), but up from the 2020/2021 and 2021/2022 seasons (+20% and +10%, respectively) affected by the pandemic. Serie B is occasionally followed by 60% of stakeholders (11.9 million), while fans, those who follow regularly, are 12% (2.34 million) down 3% from the 2022/23 Season.
The profile of those interested does not differ significantly from the Italian population except for the greater presence of men (60%), residing in the South (43%). The target group of fans is also characterized by a mature age (45 – 54 years, 29% of the total) and higher education and income (bachelor’s degree 26% – high income 14%).
The Campionato is mainly followed through news and dedicated broadcasts (25%), followed by live coverage on Sky (18%), off-line and on-line newspapers (also at 18%), Dazn live broadcasts (16%), radio and social (both at 15%), and finally, 7% attend the live event at the stadium.
STANTEMENT OF GIOVANNI PALAZZI (President StageUp)
“Serie B, in the special ranking of the size of the interest basins by StageUp and Ipsos, confirms its strength by ranking among the top 5 Italian sporting events as a following and, at the same time, highlights the need for strengthening analysis and marketing strategies aimed at increasing fans and thus media and non-media consumption related to the event. This would allow, in the medium term, greater sustainability based on the economic, social and environmental impact induced by the Campionat both in the territories of the participating clubs and at the national level.”
