Table of Contents
Scope and Themes
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- What you need to know
- Definitions
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Snapshot of sports fans
- Sports is not just a game: the mind of the sports fan
- Market snapshot
- Hispanics are hardcore fans
- Sports enthusiasts buy consumer electronics that enhance their enjoyment of the game
- Sports enthusiasts like hotels tied into sporting events
- Sports enthusiasts buy fitness apparel and sporting goods
- Looking ahead
Market Background
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- Introduction
- Demographic breakdown of Obsessed, Casual and Serious sports fans
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- Figure 1: Obsessed, Casual and Serious sports fans, by age and gender, 2006
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- Figure 2: Obsessed, Casual and Serious sports fans, by race, 2006
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- Figure 3: Obsessed, Casual and Serious sports fans, by household income, 2006
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- Figure 4: Obsessed, Casual and Serious sports fans, by education, 2006
- Men are the primary target, marketing to women on the rise
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- Figure 5: Male population, by age, 2002-12
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- Figure 6: Female population, by age, 2002-12
- Hispanics show high level of interest in soccer
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- Figure 7: Total population and Hispanic population, by age, 2006
- Sports enthusiast profiles by professional sport
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- Figure 8: Profiles of avid sports fans, 2006
- Sports is not just a game: the psychology of the sports fan
- Cult of celebrity—sports, music and entertainment collide
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- Figure 9: Top ten athletes for sponsorships, 2006
- Online social networks, live sport streaming sites create new enthusiast niches
- Valuable franchises: those that win and those with die-hard fans
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- Figure 10: Most valuable professional sports franchises, 2006
- Sports emotion as a catalyst for impulse buys
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- Figure 11: Most-watched sports, 2006
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- Figure 12: Sports very interested in, by level of sports enthusiasm, October 2006
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- Figure 13: Most popular year-round television sports shows, 2006
Market Activity—Sales of Merchandise and Tickets, and Ad Spending
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- Figure 14: Sales of official merchandise, 2006
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- Figure 15: Amount spent on ticket sales and related items, 2006
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- Figure 16: Sports advertising spending by channel, 2006
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Sports Sponsorships
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- Figure 17: Amount spent on sports sponsorships, 2001-06
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- Figure 18: Top corporate sponsors, 2006
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Attitudes and Behaviors of Sports Enthusiasts
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- Introduction
- Summary
- A closer look at Hispanic sports fans
- Sports enthusiasts and consumer electronics
- Sports enthusiasts and sports travel
- Sports enthusiasts and fitness apparel
- Who sports enthusiasts are
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- Figure 19: Interest in various sports, by race, April 2007
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- Figure 20: Mean interest in various sports, by employment status, April 2007
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- Figure 21: Hours per week sports TV is watched, by employment status, April 2007
- Attendance at sporting events
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- Figure 22: Attendance at sporting events, by employment status, April 2007
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- Figure 23: Attendance at sporting events, by race, April 2007
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- Figure 24: Money spent on sporting event tickets in previous 12 months, by Hispanic origin, April 2007
- Shopping habits of the sports consumer
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- Figure 25: Shopping habits, by employment status, April 2007
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- Figure 26: Purchases and gifts of sports merchandise, by Hispanic origin, April 2007
- Travel habits of sports consumers
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- Figure 27: Sports travel preferences, by race, April 2007
- Sports enthusiast categories: Casual, Serious and Obsessed
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- Figure 28: Sports enthusiast categories, by gender, October 2006
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- Figure 29: Sports enthusiast categories, by race and ethnic origin, October 2006
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- Figure 30: Sports enthusiast categories, by education, October 2006
- Key sports of interest
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- Figure 31: Sports very interested in, by sports enthusiast category, October 2006
- Characterizing the sports enthusiast
- Sports TV watching
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- Figure 32: Mean number of hours of TV watched per week, by sports enthusiast category, April 2007
- Opinions about electronics and technology
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- Figure 33: Opinions about electronics and technology, by sports enthusiast category, October 2006
- TV ownership
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- Figure 34: Television ownership and intent to buy, by sports enthusiast category, April 2007
- Video camera ownership/intent to buy
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- Figure 35: Video camera ownership/intent to buy, by sports enthusiast category, April 2007
- Other consumer electronics ownership/intent to buy
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- Figure 36: Various consumer electronics ownership/intent to buy, by sports enthusiast category, April 2007
- Use of cameras at live sports events
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- Figure 37: Use of video games and digital cameras, by sports enthusiast category, April 2007
- The place of video games
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- Figure 38: Video game ownership or usage, by sports enthusiast category, October 2006
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- Figure 39: Brands of video games owned or played, by sports enthusiast category, October 2006
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- Figure 40: Enjoyment derived from playing video games, by sports enthusiast category, April 2007
- Sports enthusiasts and purchases of sporting equipment and apparel
- Sports played
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- Figure 41: Sports played in last 12 months, by sports enthusiast category, October 2006
- Sporting goods owned
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- Figure 42: Sporting goods owned, by sports enthusiast category, October 2006
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- Figure 43: Thirst quencher usage, by sports enthusiast category, October 2006
- Sports enthusiasts and sports travel
- Incidence of staying in a hotel/motel for a sports event
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- Figure 44: Overnight stays at a hotel/motel for a sporting event, by sports enthusiast category, April 2007
- Travel preferences when attending a sports event
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- Figure 45: Travel preferences, by sports enthusiast category, April 2007
- Attending sports events in person
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- Figure 46: Attendance at sporting events in person, by sports enthusiast category, April 2007
- Opinions about overnight lodging for sporting events
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- Figure 47: Opinions about lodging, by sports enthusiast category, April 2007
- Sports enthusiasts and apparel purchases
- Licensed sports clothing purchases
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- Figure 48: Licensed sports clothing purchased, by sports enthusiast category, October 2006
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- Figure 49: Sports team logo clothing purchased, by sports enthusiast category, October 2006
- Types of clothing purchased
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- Figure 50: Types of sports clothing purchased, by sports enthusiast category, October 2006
- Hispanic sports enthusiasts
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- Figure 51: Interest in various sports, by Hispanic origin, April 2007
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- Figure 52: Where sporting event tickets were purchased, by Hispanic origin, April 2007
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- Figure 53: Overnight stays at a hotel/motel for a sporting event by Hispanic origin, April 2007
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- Figure 54: Travel preferences, by Hispanic origin, April 2007
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- Figure 55: Opinions about lodging, by Hispanic origin, April 2007
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- Figure 56: Where sporting events are watched, by Hispanic origin, April 2007
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- Figure 57: Use of video games and digital cameras, by Hispanic origin, April 2007
Future Trends
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- Sports on the rise
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- Figure 58: Which niche sports are most likely to grow, 2006
- Sports on the slide
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- Figure 59: Change in favorite sports, 1985-2006
- The payoff: get fans close to the action
- Going mobile
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- Figure 60: Various CE ownership/intent to buy, by sports enthusiast category, April 2007
- Going virtual
- The saturation point
Appendix: Trade Associations
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