Sports & Sponsorship Unit for BDRC Continental

UK research provider BDRC Continental has launched a Sports & Sponsorship division and appointed Director Mark Long to lead it.

The division will build on relationships and experience from three existing units: the Tourism, Travel & Leisure; Media; and Hotels & Hospitality teams. The last of these already works with many of the country's leading sports venues, including Lords, Silverstone, Twickenham, Manchester City, Cheltenham and Epsom Downs Racecourse, through its customer service benchmarking programmes, Meetings Benchmark Tracker and VenueVerdict service. It also partners with Stadium Experience and sponsors the Football Hospitality Awards.

Long says the new division's services will include fanbase development and segmentation, stadium and ticket price modelling, community impact assessment and sponsorship ROI evaluation. He adds: 'The Holy Grail for many major sports venues is generating non-match day revenue and this is just one area we can help clients maximise through our proven customer experience and service benchmarking programmes.'

BDRC was established in 1991 and rebranded on merging with Continental Research in 2010. It forms part of the BDRC Group, which also comprises operations company Perspective Research Services, central London viewing facility Holborn Focus, BDRC Asia in Singapore, BDRC Jones Donald in Sydney and, most recently, retail insight specialist ESA.

Web site: www.bdrc-continental.com .