• Exploring the Segments
• Where to from here?

Key characteristics of this segment

Less than one in 10 Australians are Loyalists. The Loyalists segment is made up of a high proportion of males under the age of 30 years, and comprises a particularly high proportion of teenagers.

For Loyalists, sport is their life. They enjoy all aspects of sport, including the competitive and social elements. Sport for the Loyalist provides a means to relax and have personal time. They derive confidence and a strong sense of achievement from participation, and are particularly motivated by competitive success. Loyalists are the most active of the segments, with the vast majority regularly participating in activities organised through sporting clubs.  Loyalists typically participate in a range of individual and team based sports, and do so more than four times a week.

As Loyalists live for sports, it is almost an imperative for them to be part of a club. Members of this segment derive a strong sense of pride and belonging from club membership, and as a result few Loyalists see any aspects of clubs as a being a deterrent. Clubs provide Loyalists with a platform for personal/competitive success, an overall sense of achievement, and a valued social network.

The strategic goals for this segment are to increase/maintain involvement and retention. Because of their passion for sport, Loyalists are the easiest segment to engage. Loyalists are especially likely to be engaged by products, services and promotions that challenge their competitive spirit and provide them with new opportunities to advance their goals. A major challenge involves Loyalists transitioning to another segment once they graduate from high school. 

What types of products, messages and tone would appeal to this segment?

What to talk to them about?

• Competitions / matches
• Advanced streams / teams
• Additional sports / challenges
• Advanced training / coaching for skill advancement
• Other ways to get involved to support the club
• Flexible pricing / membership to retain membership if commitments / life-stage changes

What to say?

• Be your best and play with the best
• Challenge yourself
• Push your boundaries
• Be part of the team

How to say it?

• Challenging and assertive tone

How big is this segment?

This segment makes up 6% of Australians aged 14-65 years old (980,683 people)