At the end of 2015, the KNVB was wondering how groups in society contributed to the value of football. At hand this may seem an odd question, but such information can be valuable for strategic decision making and exploitation of commercial opportunities. In an earlier phase of the project, research consultancy firm Blauw determined 9 types of football players and fans based on a segmentation study. Hypercube has used these segments to determine the value for football per segment.
Based on data and by using the circle of success, Hypercube has provided insight in the commercial and social value of groups in football such as players (paid and amateur), fans and volunteers.
Results of our analyses are used to involve people from a certain age in football and provides insight in how to approach them. Partly due to our research, the KNVB knows better which groups to focus on and how to do it.