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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Football Association of Ireland |
The requirement – Feasibilty study
The Football Association of Ireland commissioned Comperio to undertake a feasibility study at Lansdowne Road, the Republic of Ireland’s new 51,000-seat national stadium for football and rugby union. Comperio was required to evaluate the potential for stadium naming rights and assess the demand and revenue streams relating to football hospitality products, encompassing ‘Premium’, ‘Enhanced Premium’ and ‘Box’ seats.
The solution
A ground-sharing arrangement by two major national sports is relatively unusual for a new stadium and resulted in two strong hospitality offerings coming to Dublin’s hospitality market at approximately the same time. Comperio’s research took into account the fact that rugby is widely recognised as having a broader base of appeal in Ireland than football. At the same time it incorporated the effects of existing FAI contracts.
Comperio conducted corporate and high net worth consumer conjoint research which used face-to-face interviews and online surveys to develop the packaging and pricing strategy. Demand for these packages was further tested via market sizing and demand curve estimation (logistic regression analysis) to provide financial modelling and yield projections.
The key results
Key considerations in the package development included optimising up-front versus annual fees and adjusting price levels by location. Comperio demonstrated that, despite the direct competition, by restructuring away from traditional payment packages both demand and revenue could be substantially increased.
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