True North Research

Producers of BenchMark: Evaluating our emotional connection to sport & sponsors. Wave 10 is available now. Get in touch to access the insights.

[Georgie Maynard @true_north_res]

In the first three rounds of @SuperNetball 7 of the 8 teams have been part of a nail biting match. The @GIANTS_Netball have their best chance this weekend.
#SSN2026 #netballfamily

[True North Research @_TrueSport]

Well this is utter joy for the Scots, and it defines emotional connection to a team. #FIFAWorldCup here come the Scots!

[Scotland National Team @ScotlandNT]

McTominay. Shanks. KT. The Mayor.

Proof that last night did happen ⤵️

#FIFAWorldCup | @FIFAWorldCup

[True North Research @_TrueSport]

A great demonstration of the emotional connection to a team 👏

[Red Roses @RedRosesRugby]

A sunflower farm in Hampshire has grown a giant red rose to celebrate the #RedRoses at #RWC2025! 👏

Tap below to learn more 👇

[Georgie Maynard @true_north_res]

Something to make us smile 😊

[Georgie Maynard @true_north_res]

@BBCSport TY for sharing this info. Deeply disappointing and unbelievable that there is still such a big difference between men and women’s prize funds. My study (market researcher) evaluates how fans engage w. sponsors & teams. Women’s team’s fans deliver. Prize funds should reflect this

[Georgie Maynard @true_north_res]

A very good example of what drives our emotional connection to a team - the role of an individual.
Also great to see the hugs for Jo Harten from managers of both teams.

[Georgie Maynard @true_north_res]

Deeply moving words from Chelsea.

[Georgie Maynard @true_north_res]

A classic demonstration of why we connect with people… Dan Evans has always been transparent about who he is. His honesty and yesterday his outward display of emotion - continue to keep me connected.

[True North Research @_TrueSport]

We are back in field very soon evaluating teams across sports around Australia, including SSN teams.

Have you got a question you want included in our next BenchMark wave?

[Netball Australia @NetballAust]

Netball Australia has entered a groundbreaking global broadcast partnership with the newly launched All Women’s Sports Network (AWSN), founded by entertainment icon Whoopi Goldberg.

DETAILS 👉 https://t.co/4KFBLqxJsc

[Georgie Maynard @true_north_res]

This has caused some ‘wow’s’ and ‘whoa this is cool’ responses!

Encouraging to see and interesting to follow the progress.

[True North Research @_TrueSport]

This demonstrates the long term outcomes of emotional connection to a team.
Do you measure it? We do!
Get in touch if you want to know how your team is performing in 2025. What it can shout about, and where it can improve connection and attract sponsors.

[Georgie Maynard @true_north_res]

The moments you feel so proud to be both a Brit and an Aussie.
Such a great team, collaboration, passion, dedication shining through.
Leading to goose bumps and just a few tears of happiness!
⚽️ 🇬🇧🇦🇺 🏆🥰

[BBC Sport @BBCSport]

🗣 "I'm not passionate, I'm just obsessed... that's my autism, it's my superpower." 💪 🦸‍♀️

@LucyBronze discusses her autism and ADHD during #NeurodiversityCelebrationWeek.

#BBCFootball

[Georgie Maynard @true_north_res]

A lecture well worth watching. Southgate holds a unique spot in the history of men’s football. But he goes well beyond just sport, his ability to engage us, inspire us and make us reflect is invaluable.
Sir Gareth Southgate 👏👏 https://t.co/s0Y3xFLHwJ

[Georgie Maynard @true_north_res]

The Toon Army has been rewarded today for the longevity of their team commitment! 👏🙌

[True North Research @_TrueSport]

Another example of the progress required around women’s sport. Our next generation are in, but we’re not doing enough to support their interests.

[Georgie Maynard @true_north_res]

“I wish women’s football (WSL) had more competition”. My daughter feels some clubs dominate, like Arsenal but she’s disappointed that there aren’t more competitive teams.
Women’s sport needs more investment! Our young have moved forward, we need investors to move with them!

[True North Research @_TrueSport]

What passion!

[The Tennis Letter @TheTennisLetter]

Gael Monfils’ reaction after beating Taylor Fritz to reach Australian Open R16.

He immediately starts dancing.

Take a look at the joy on this guy’s face.

38 years old… one of a kind athlete and human being.

Inject this into my veins. 🥹

[True North Research @_TrueSport]

There are some standout stats in this! E.g. @Richmond_FC players and management having a huge impact on the positive connection to the club, significantly higher than any other winter league team.

[Georgie Maynard @true_north_res]

Yesterday’s job (aka enjoyment) was delving into the BenchMark Wave 12 results. Here are a few highlights from the Sept/Oct study…

#SportsBiz #BenchMark #EmotionalConnection #Sponsorship

https://t.co/pe6CxsU47P

[Georgie Maynard @true_north_res]

Yesterday’s job (aka enjoyment) was delving into the BenchMark Wave 12 results. Here are a few highlights from the Sept/Oct study…

#SportsBiz #BenchMark #EmotionalConnection #Sponsorship

https://t.co/pe6CxsU47P

[True North Research @_TrueSport]

Women driving emotional connection to them, their team and their sport 👏👏👏👏

[BBC Sport @BBCSport]

🏆 2021: @EmmaRaducanu
🏆 2022: @bmeado9
🏆 2023: Mary Earps
🏆 2024: @keelyhodgkinson

Four consecutive female winners of #SPOTY for the first time!

[Georgie Maynard @true_north_res]

It’s pretty hard not to smile watching this joyful celebration. It’s fantastic to see the happiness, and it’s inherently engaging.
Congrats to the Women’s team, pushing success and pride for the club
@NMFCOfficial