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Octagon Launches Passion Drivers® 3.0

NORWALK, Conn. Jan. 24, 2011

The world’s largest sports and entertainment consulting firm has unveiled the newest iteration of its proprietary, ground-breaking research initiative Passion Drivers® 3.0. 

Simon Wardle quantified

Wardle said the agency evolved the 2.0 version of the Passion Drivers® initiative to allow clients to conduct proprietary research using its proprietary methodology to understand why each of their consumer segments emotionally connects with their passions, helping clients see how to better leverage their sponsorship investment to connect their brand to their target consumers.     

their target consumer as the fan, while


More than six months in development, the newest research extrapolates surveys with some 5,400 consumers against a robust database of 52,000 respondents.  The launch of the Passion Drivers® 3.0 database currently encompasses fans of 13 sports.  Plus, later this year, the research also will be applied to Hispanic consumers and their passion for soccer.

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