UEFA Euro 2008™

Austria & Switzerland

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Comperio Research carried out pricing and demand analysis on behalf of IMG for the UEFA Euro 2008™ Corporate Hospitality Sales Programme, for which IMG were the exclusive worldwide sales agent.

Comperio Research carried out pricing and demand analysis on behalf of IMG for the UEFA Euro 2008™ Corporate Hospitality Sales Programme, for which IMG were the exclusive worldwide sales agent.

The complexity of a tournament across several cities in two countries, combined with the uncertainty of the teams involved and where they would be playing presented significant challenges to the research process and required an innovative approach to deliver actionable results

To deliver on this project, over one thousand telephone interviews were conducted with senior decision makers of companies with over $1m in turnover to assess the potential market for hospitality packages. 100 face to face interviews were conducted in Vienna, Salzburg, Basel and Zurich. The interviews contained both quantitative and qualitative components to ensure a valid and statistically robust study.

Based on the packages and pricing developed and tested by Comperio Research, IMG sold over 99% of the 84,000 available packages, generating over €130m in revenue and achieving over 2.5x the comparable revenue generated at UEFA Euro 2004™, despite England, one of the largest markets for overseas corporate hospitality purchasing, not qualifying.

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"Comperio Research’s sophisticated processes and track record means our output is trusted by providers of financing and is often fundamental in securing the necessary funds for a project"
Richard Cheesman,
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Steve Moore,
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Associate Research Director
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Associate Project Director

About Comperio Research

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Comperio Research is a specialist stadium research organisation that has developed the market leading expertise in customer research in this sector, applying the most sophisticated consumer research techniques in a unique approach to the stadium sector to create revenue forecasts that form the centrepiece of a stadium business plan. The research output is crucial to developing the optimal stadium capacity, configuration and product mix, as well as the creation of a bespoke targeted sales and marketing programme.

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