An independent survey, commissioned by sports public affairs agency MR Sport , over 2000 UK adults were asked who they would consider sports villain of the year 2012.
Lance Armstrong, seven time Tour de France winner who was recently stripped of his titles received 23% of the public vote, nearly twice as many as footballer John Terry on 12%. Footballers dominate the list of villains, with eight out of the top ten either playing or managing the game.
The only other non-footballer in the top half of the leaderboard was Trenton Oldfield who interrupted the Boat Race. Boxing and cricket are each represented twice with appearances for Dereck Chisora and David Haye after their public brawl, and Kevin Pieterson and Giles Clarke for comments and actions around England teammates.
Mark Ramsdale, Managing Director of MR Sport commented on the survey and the results: “The purpose of this annual survey is not to provide a list of anti-heroes to celebrate, but focus on those who have – for whatever reason – failed to live up to the expectations of the British public.
“We rightly honour those who represent sport at its best, but our sporting stars are role models, particularly for children. As well as celebrating the best, if we highlight those representing some of the worst, we can hopefully encourage people who play or watch sport to act differently and consider their actions.”
Opinium Research interviewed of 2,013 UK adults aged 18+ from 11th to 13th December 2012. Results have been weighted to nationally representative criteria.
MR Sport bridges the gap between sports-focused clients and those they need to work with, especially government, Parliament, related stakeholder partners and commercial bodies.
More information about Mark Ramsdale is available at www.markramsdale.com/about.html
Opinium Research is a full service market research agency offering quantitative and qualitative marketing research and consultancy across a range of sectors. These include consumer markets, financial services and insurance, technology, business to business, advertising and media, automotive, business and leisure travel, politics and healthcare. Opinium’s offering spans consultancy, syndicated, Omnibus and field and data services. Opinium runs a daily low-cost online Omnibus survey interviewing 2000 UK adults per wave.
Opinium – What People Think, Feel and Do. www.opinium.co.uk