Abstract:

We want to share with the audience our findings regarding how important sports are to people’s lives; How the way that people engage with sports has evolved from a simple "match watched” for one or two hours, to a more participative way of "playing it with friends” for two to four hours, to becoming a way of life, where people engage with sports 24 hours a day, following players, teams and scores from different devices. This evolution is very important to brands too.?With the on-air mobile methodology, we wanted to be in the moment while people watched their favourite games, and shared with us their passions, how and where they were watching, with whom, what they thought, and/or remembered most. This presentation will bring an innovative way of doing sports research in Latin America, with lot of references to our findings.