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1. Dubai Sports Council
Barriers to Attending Games in Stadium – Final
Quantitative Report
Synovate & CARAT findings
May 2009

2. Barriers to Attending
Games in Stadium –
Final Quantitative
Report
• Prepared for: Dubai Sports Council and Carat
Sport
• Prepared by: Vishal Vasavada
• Date: May 18th
2009

3. 3© Synovate 2009
Presentation
structure
• What is the background to this
research?
• Objective
• Methodology
• Executive Summary
• General Findings
© 2009. Synovate Ltd. All rights reserved.
The concepts and ideas submitted to you herein are the intellectual property of Synovate Ltd. They
are strictly of confidential nature and are submitted to you under the understanding that they are to
be considered by you in the strictest of confidence and that no use shall be made of the said
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consent and/or payment of related professional services fees in full.

4. What is the
background to this
research?

5. © Synovate 2009 08-0247 5
What is the background to this research?
• The hallmark of any great countries sporting culture begins at the grassroots level,
not least the development of the local leagues.
• In this respect, the UAE set themselves on the way to creating a great footballing
tradition through the establishment of the first professional football league in the
country, the UFL.
• Established in 1973, there are currently 12 teams competing for glory. However, the
lack of attendance at stadiums has unfortunately been endemic in the UFL.
• The mission statement of the Dubai Sports Council is to “Inves(t)..the revenues as
well as the capabilities to set up an ideal sporting sector to make Dubai a pioneering
milestone in sports”.
• In order to create this heritage, DSC would like to understand why people do not
attend football games in the stadium. The following study, conducted in conjunction
with Carat Sport follows on from a preceding qualitative study with similar objectives.

6. © Synovate 2009 08-0247 6
What are the main objectives for this
research?
• Leagues interested in, and extent of interest
• Local football clubs supported
• Mode of watching the game (Stadium, TV)
• Reasons for and against watching games in the stadium, and motivators towards live viewing of
games
• Optimal time and day for games
• Extent of UFL matching up to ideal football league
• Evaluation of advertising and professional standards of the UFL
• Perception of football clubs in the UAE
• Optimum balance of local versus international talent
Through the study we tried to uncover:

7. © Synovate 2009 08-0247 7
How has the research been conducted?
• The research was conducted only in the Emirate of Dubai, among UAE Nationals
mainly, with a smattering of Expat Arabs and other GCC Nationals.
• The sample was then sub-grouped based on age levels, gender, and nationality.
• A total of n=120 interviews were conducted.
• The report will present results on a total sample level; where significant, results will be
analysed by individual sub-groups and summarised above each total level chart.
• Interviews were conducted face-to-face with the respondent, who was contacted
through random street intercepts in locations all around Dubai.
• The average duration of a typical questionnaire was 20 minutes.
• The following presentation will focus independently on quantitative while drawing on
some findings from the qualitative report.
Sample Criteria and Methodology

8. Executive Summary

9. © Synovate 2009 08-0247 9
Executive Summary
• Despite poor attendance in stadiums and a perceived lack of quality in the standard
of players in the UFL, there is a definite interest in the league as such.
• Although fans desire a greater proportion of international players than local, we can
see from the qualitative that it is not ‘international’ in the sense of the player’s
nationality, but rather their standard.
• Due to exposure to other international leagues, fans here expect to see their players
behave like other players in professional leagues and even emulate them.
• How else can the standard of the local player improve, apart from their behaviour?
Only through grassroots development, which is another big rallying cry from fans.
• The biggest barrier towards stadium attendance is the preference to watch the game
on TV, the stadium facilities, and the inconvenient timings of the games.
• Lack of proper parking facilities is another major concern that needs to be addressed.

10. © Synovate 2009 08-0247 10
• Reflecting the qualitative findings, we find that games on weekdays are not palatable
to fans, and anytime before 6 pm is considered early. If we were to pick an optimum
time and day for games to be held, it would be Thursday between 9 and 10 pm.
• The lack of atmosphere in the stadium can be stirred up with help from the media, of
which newspapers are most visible to fans.
• The standards of the UFL are seen to be improving ever so slightly, while many fans
believe the standard hasn’t changed much in either direction.
Executive Summary

11. General Findings

12. © Synovate 2009 08-0247 12
UAE
National
74%
Expat
Arab
26%
Sample Demographics
Base Respondents: All (n=120)
18-25
35%
26-34
38%
35-45
27% Less than
15,000
AED
23%
AED
15,001 and
above
77%
Nationality
Age
Monthly
Household
Income

13. © Synovate 2009 08-0247 13
Single
43%
Married
without
children
19%
Married
with
children
38%
Marital Status
Sample Demographics
Base Respondents: All (n=120)
Very Interested,
69
Quite Interested,
31
• Over half the sample are married.
• We spoke mainly to football ‘fanatics; nearly 70% are Very Interested in football. The younger they are, the
more likely they are to express a passionate interest in the sport.
Level of Interest in Football

14. © Synovate 2009 08-0247 14
23
40
37
71
41
32
16
28
22
23
30
34
35
30
37
3
28
12
16
4
3
2
34
2
UAE Football League
La Liga (Spanish)
English Premier League
Serie A (Italian)
French League
Bundesliga (German)
Infrequently Occasionally Regularly Every game
Football Leagues Followed and Frequency
Base Respondents: Total (n=120) + Frequency Base=Those Interested in Each League
• The findings below in terms of football leagues followed resonates with the qualitative; Locals are most
interested in their own league. 94% of those we spoke to follow UFL in some capacity, and nearly half of them
follow it in a dedicated manner.
• We found from the qualitative research that fans appreciate skill; therefore it is no surprise that La Liga is
ranked second.

15. © Synovate 2009 08-0247 15
4
9
10
15
24
37
2Al Khaleej, Al Sharjah
Al Shabab
Al Ain
Al Wahda, Al Jazeera
Al Nasr
Al Wasl
Al Ahli
Clubs Supported in the UAE
Base Respondents: Follow the UFL (n=115)
• As this survey was conducted in Dubai, it is understandable that the majority of respondents support clubs
based in the Emirate.
• However, there is a following for Abu Dhabi and Al Ain clubs as well. Al Jazeera is quite popular among Expat
Arabs.

16. © Synovate 2009 08-0247 16
In the stadium
- Friends
11%
On TV -
Friends
57%
On TV - Alone
32%
Means of Following UFL games
Base Respondents: Follow the UFL (n=115)
• The most common way of following UFL games is watching on TV with friends. The next slide explores
reasons why people stay away from the stadium.
• Overall, TV viewership of the UFL is most common among 89% of the respondents, which represents a huge
untapped opportunity to bring fans through the turnstiles.

17. © Synovate 2009 08-0247 17
Reasons for NOT Watching Games in Stadium
Base Respondents: Follow UFL but do not watch games in stadium (n=101)
25
39
46
46
57
Distance of stadium
from home/workplace
Lack of parking
facilities
Timings are not
convenient
The conditions in
stadium (heat)
Prefer to watch games
on TV
• Similar to the qualitative findings, we see that reliability on television tends to be a common ‘excuse’ for not
attending games in the stadium.
• However, factors such as the stadium facilities and inconvenient timings of games are also cited to explain
lack of stadium attendance.

18. © Synovate 2009 08-0247 18
Ideal Day of the Week for Games
Base Respondents: All (n=120)
5 3 3 5
46
57
12
• It is clear that most respondents prefer games to be held on days which allow a cushion from work the next
day.

19. © Synovate 2009 08-0247 19
Ideal Time for Weekend and Weekday Games
Base Respondents: All (n=120)
• On the outside of the clock, you will see the preference for WEEKEND time-slots, while the %’s on the inside
of the clock denote the inclination towards timespans in the WEEKDAY.
• Both the 6-9 and 9-12 slots are equally popular, however for a Thursday (which is still a weekday), the 9 pm-10
pm slot is ‘prime’.
14 %
28%
16%
18 %
15
%

20. © Synovate 2009 08-0247 20
Reasons for NOT Watching Games in Stadium
Base Respondents: Follow UFL BUT do not watch games in stadium (n=101)
5
6
8
10
11
11
20
21
24
23
Cannot smoke inside stadium
Lack of information about games
Stadium is old, worn-out
Difficult to get tickets
My team not performing well now
Prefer other football leagues
No big screens
No atmosphere/passion in the stadium
Prices of tickets are too high
UFL is not exciting enough
• Also mentioned as barriers is the lack of excitement in the league as well as in the stadium, and the high
prices of tickets.

21. © Synovate 2009 08-0247 21
Frequency of watching games in the stadium
Base: Watch games in the stadium (n=14*)
Mainly when there
is a ‘big’ game on
21%
Every 3 weeks
21%
Every 2 weeks
29%
Once a month
7%
Every week
21%
• Please note that the base size for those who watch games in the stadium is stastically insignificant, so the
findings below should be treated as inferential, rather like qualitative research.

22. © Synovate 2009 08-0247 22
Reasons for Watching Games in Stadium
Base: Watch games in the stadium (n=14*)
Helps me to feelHelps me to feel
closer to my teamcloser to my team
Because I goBecause I go
together in a grouptogether in a group
of friendsof friends
TV is no match forTV is no match for
watching game inwatching game in
stadiumstadium
I like to showI like to show
support to my teamsupport to my team
• Again, as we are looking at a very small base, it is important to only draw inferences on the reasons
mentioned below.
• Below are key reasons mentioned by at least half of the non-stadium goers.

23. © Synovate 2009 08-0247 23
38
31
29
29
33
14
24
33
32
34
35
33
24
41
27
34
More investment in foreign ‘star’ players
Have games at more convenient time
More entertainment in the stadium (pre-match etc)
More entertainment facilities in stadium
More promotional efforts from the UFL about games
More faciilites for families/children
Merchandising at the stadium
Cheaper tickets
Very Big Difference Quite Big Difference
Influencers to Watch Games in Stadium: T2B
Base Respondents: Follow UFL BUT do not watch games in stadium (n=101)
• Below are some key motivators (based on top 2 box ranking) towards watching games in the stadium.
• Again we see the importance that the timing of the game plays in influencing attendance.
• Fans also believe that investment into foreign players may increase the excitement levels of the UFL. This
was echoed, especially by Expat fans, in the qualitative research.
Primarily
International
Talent , 49
A Mix,
23
Primarily Local
Talent, 28
Ideal Composition of Players in UFL

24. © Synovate 2009 08-0247 24
Concept of Sports Rivalry in the Media
15
17
59
Makes me follow
up on games
Creates spectator
tensions
Creates
competition &
enthusiasm
Yes
38%
No
62%
Does the Media Create Rivalry?
Base Respondents: All (n=120)
Reasons for Liking Media Rivalry
Base Respondents: Believe in Media Rivalry (n=46)
• The idea of creating rivalry between teams in the media is welcomed by fans, but currently there is not quite
enough of it as per their perceptions.
• Creating rivalry is a good way of generating passion and enthusiasm in the game, and can help to counter a
previously mentioned objective about the UFL ‘not being exciting enough’.

25. © Synovate 2009 08-0247 25
Expectation vs. Fulfilment of UFL
Base Respondents: n=120
0
20
40
60
80
100
High professional standard of
players
World-class Internationals
Professionally managed
Grassroots development
High quality stadiumsHigh standard of refereeing
State-of-the-art stadiums
Quality of merchandising
Promotional schemes
Appeals to all walks of life
Ideal League UFL
%
Comparison of Ideal League vs UFL
• The chart below plots the disparity between expectation from a ‘perfect’ football league, and the fulfillment of
those needs through the UFL.
• As we can see, the biggest gap can found in terms of the standard of the players in the UFL.
• On the other hand, the UFL performs well in terms of promotional schemes, as well as having a mass appeal.

26. © Synovate 2009 08-0247 26
89
78
76
74
73
68
64
63
62
60
49
49
4
3
6
8
6
8
15
20
26
18
13
24
38
89
Adequate parking
Big-screen monitors
Adequate restroom facilities
Professional catering with variety of F&B
Availability of team merchandise
Availability of refreshments
Separate women's seating area
Facilities for children
Stewards/stewardesses welcoming to stadium
Pre-match and half-time entertainment
Reasonable ticket prices
Music during game
Authorization to smoke
T2B=Very + Somewhat Important B2B=Very + Somewhat Unimportant
Importance of Stadium Experience
Base Respondents: All (n=120)
• When thinking about the stadium experience, fans are quite concerned with the ‘basics’: parking, restrooms,
catering.

27. © Synovate 2009 08-0247 27
46
46
8
1
Dubai
Abu Dhabi
Al Ain
Sharjah
Which City has the Most Professional Clubs?
Base Respondents: All (n=120)
• The professionalism of Dubai and Abu Dhabi clubs are considered to be on par

28. © Synovate 2009 08-0247 28
38
8
11
16
10
28
34
21
11
22
23
28
19
33
23
31
11
18
9
18
12
Best Stadium in UFL
Wide variety of merch
Largest fan base
Most professional mgmt
Best website
Best communications
Al Jazeera Al Ain Al Ahli Not one stand-out All clubs
Club Association
Base Respondents: All (n=120)
• The clubs with the most outstanding images tend to be Al Jazeera, Al Ain and Al Ahli.
• In terms of a good website, no one club seems to have a huge advantage over the other. However, we see
from the qualitative that the website is not an ideal way to connect to fans anyway.

29. © Synovate 2009 08-0247 29
Perceived Improvement of UFL
Base Respondents: All (n=120)
Still
amateur
4%
Standard
has stayed
the same
38%
A little
more
profession
al
36%
A little less
professional
9%
Much more
professional
13% Still an
amateur
league
1%
Perfectly
professional
2%
Standard
has stayed
the same
45%
A little
more
profession
al
34%
Little/lot less
professional
4%
Much more
professional
15%
Professionalism Branding
• By and large, the UFL has made basic improvements if any at all in terms of bettering their standards over the
years.

30. © Synovate 2009 08-0247 30
Seen Advertising for UFL? Where?
1
7
14
16
22
26
68
75
Cannot recall
Internet
Billboard
SMS
Magazines
Word of Mouth from Friends
Television
Newspaper
Yes
73%
No
27%
Base Respondents: All (n=120)
Base Respondents: Seen Ads for UFL (n=88)
• Positively, nearly 3 out of 4 respondents recall seeing some sort of advertising for the UFL.
• The media with most recall by far are newspaper and television

31. © Synovate 2009 08-0247 31
Satisfaction with Website
Base Respondents: All (n=120)
Extremely
Satisfied , 17
Somewhat
Satisfied, 52
Neither Satisfied
nor Dissatisfied,
22
Somewhat
dissatisfied , 6
Extremely
dissatisfied , 4
Satisfaction with Website
A little
professional
11%
Average
20%
Very amateur
6% Amateur
52%
Very
professional
11%
Professionalism of Website
• 45% of respondents interviewed were aware of the UFL website; of them, close to 70% are satisfied to some
degree with it. However, it could be doing a lot more in terms of professionalism.
Base Respondents: Aware of UFL Website (n=54)
Base Respondents: Aware of UFL Website (n=54)

32. © Synovate 2009 08-0247 32
Suggestions to UFL Chairman
Base Respondents: All (n=120)
22
20
14
9
8
6
5
5
10
8
8
Develop football players
Hire world class international players
More organised facilities in the stadium
Availability of coaching experts
Develop football at grass roots level
Develop management of football clubs
Availability of big screens/more screens
More promotional efforts from UFL to increase spirit
Don't use foreign coaches & players
Develop new football clubs
Professional referees
• Many different suggestions were put forth by fans in a hypothetical discussion with the UFL chairman; below
are a selection of the best comments.
• Again, the cry for more international talent is reiterated.

33. © Synovate 2009 08-0247 33
Our curiosity is all yours.
Thank you.
!

34. Dubai Sports Council
Barriers to Attending Games in Stadium – Final
Quantitative Report
Gregory Bolle
Managing Director
CARAT Sponsorship MENA
g.bolle@carat-me.com / 050 435 4846
Sebastien Sayegh
Executive Account Manager
CARAT Sponsorship MENA
s.sayegh@carat-me.com / 050 103 3886