Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Women don’t want ‘one size fits all’
- Community spirit
- Clubbing together
- Give more often
Market in Brief
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- Market seeks more regulars…
- …by promoting responsibility in the collective
- Goal setting as important as goal scoring
- Recession-proofing through body, mind and wallet
- Women to remain sport’s big outsiders
- The Olympic incentive: 2012 is too late
- Public told sport is healthy – but do they know it’s fun?
- Better access in all areas
- Participation sport ready to take the sponsorship baton
Internal Market Environment
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- Key points
- Interested in sport, interested in taking part
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- Figure 1: Any interest in named sports, 2004, 2006 and 2008
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- Figure 2: Trend in sports club membership, 2004, 2006 and 2008
- Access to sport
- Access to sport: Facility provision
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- Figure 3: UK sports facility provision, 2008
- Some sports more accessible than others
- Playing fields better protected
- Public sector provision under pressure – with private funding drying up
- Access to sport: availability of instruction
- Access to sport: cost of participation
- Access for the young
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- Figure 4: Sports provided in school sports partnership programme schools, 2003/04-2007/08
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- Figure 5: Schools’ links with local clubs, by activity, 2003/04-2007/08
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- Figure 6: Schoolchildren’s participation in school-linked community sports clubs, 202007/08
- Sport in the media
- Sport on TV
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- Figure 7: Most televised sports on UK television, 2003-08
- Figure 8: Sports watched on TV, 2004-08
- Sport in print
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- Figure 9: Sports/pastimes read about in the papers, 2004, 2006 and 2008
- Figure 10: Leading sports magazines, by average net circulation per issue, June 2008
- Unequal writes for women
- Sport online
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- Figure 11: Sports/pastimes looked up on the internet, 2007 and 2008
- The Olympic effect
- Outside the rings: The risk of exclusion
- Government policy: Schools, clubs and coaches
- Funding and support
- Governing bodies
- Volunteering
- The private sector
Broader Market Environment
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- Key points
- Consumers’ finances: Long-term gain…
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- Figure 12: Trends in personal disposable income and consumer expenditure, 2004-14
- Figure 13: Forecast adult population trends, by socio-economic group, 2004-14
- …following short-term pain?
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- Figure 14: UK unemployment rates (seasonally adjusted), 2004-08
- No quick fix for ‘crisis’ in women’s participation
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- Figure 15: Trends in the age structure of the UK population, by gender, 2004-14
- A national strategy
- Over-65s-a-side?
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- Figure 16: Forecast adult population trends, by lifestage, 2004-14
- Third agers still light on their (ten)pins
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- Figure 17: Third age sports and hobbies behaviour, by gender, age and socio-economic group, 2008
- Leisure time faces full-court press
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- Figure 18: Working hours and leisure time, 2002-08
- Health of the nation: We can’t be willing without being able
- Social singles?
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- Figure 19: UK household sizes, 2004-14
Competitive Context
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- Key points
- More spending on sport
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- Figure 20: Consumer expenditure on selected leisure goods and activities, 2003-08
- Leisure rivals the threat, not sporting cousins
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- Figure 21: Most popular participation, TV and spectator sports, 2008
- Cycling leads the retail race
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- Figure 22: Most popular UK sport and fitness websites, by market share, 2006-08
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Dolphin kicks for free
- IT training
- Casual clubs
- Beacon’s net gains
Market Size and Forecast
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- Key points
- More than 30 million adults play sport
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- Figure 23: Regular and occasional participation in most popular sports, 2004, 2006 and 2008
- Low risk, low growth
- Not just pubs that need more regulars
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- Figure 24: Regular sports participation* in England, 2005/02005/06 and 2007/08
- Fitness participation sets the pace
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- Figure 25: Sports participation expenditure, 2004-14
Segment Performance
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- Key points
- Segmenting the market
- Solo sports
- Cycling and running stage duathlon of growth
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- Figure 26: Participation in solo sports, 2004, 2006 and 2008
- Skill games
- Darts and bowling regularly challenged
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- Figure 27: Participation in skill games, 2004, 2006 and 2008
- Team and competitive sports
- Racquet sports struggle to hold serve
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- Figure 28: Participation in team and competitive sports, 2004, 2006 and 2008
Top Ten Sports’ Governing Bodies
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- Sports governing bodies
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- Figure 29: The top ten sports in the UK and their governing bodies
- Governing bodies
- Badminton England
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- Figure 30: Club membership numbers, 2006/07 and 2007/08
- British Cycling
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- Figure 31: Breakdown of British Cycling membership, as at September 2008
- British Darts Organisation
- The Football Association
- Royal and Ancient Golf Club of St Andrews
- UK Athletics
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- Figure 32: Funding bodies for UK Athletics, March 2008
- World Professional Billiards & Snooker Association
- Amateur Swimming Association
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- Figure 33: Operating income of the ASA, April 2007-March 2008
- Lawn Tennis Association
- British Tenpin Bowling Association
Who Participates?
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- Key points
- Running the regular sport of choice
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- Figure 34: Frequency of participation in sports, February 2009
- Stiff competition for playing time
- Failing to cash in on women’s interest
- Sporting spirit still willing as flesh becomes weak
Cost Considerations
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- Key points
- Market needs to tackle threat of trading down
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- Figure 35: Cost considerations, February 2009
- Women at risk in recession
- Older players: Participation a piece of cake?
Motivations and Barriers to Participation
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- Key points
- Motivations for participation: It’s about more than money
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- Figure 36: Motivations for participation in sport, February 2009
- Olympic marketing: The race starts now
- Barriers to participation: Perception or reality?
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- Figure 37: Barriers to sports participation, February 2009
- I want to be alone
- Seeking release from the recession through sport?
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- Figure 38: Motivation for participation in sports, by cost considerations, February 2009
- Ghettos of age: do we meet their needs or tear down the walls?
- The multi-sport club as mini Olympic Village
Participation Segments
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- Key points
- Solo regulars: Duty or devotion?
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- Figure 39: Sports participation segments, February 2009
- Who plays solo sports?
- Who plays skill games?
- Who plays team and competitive sports?
- Who plays what else?
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- Figure 40: Single and multi-segment sports participation, February 2009
- Training to maintain ability
- Team sports players most committed
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- Figure 41: Cost considerations, by sports participation segments, February 2009
- Mental barriers as formidable as physical ones
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- Figure 42: Barriers to sports participation, by sports participation segments, February 2009
Appendix – Market Size and Forecast
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- Figure 43: Expenditure on sports participation expenditure, 2004-09
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Appendix – Who Participates?
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- Regular participants – detailed demographics
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- Figure 44: Regular participants in sports, by demographics, February 2009
- Figure 45: Regular participants in sports, by demographics, February 2009
- Occasional/lapsed participants – detailed demographics
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- Figure 46: Occasional/lapsed participants in sports, by demographics, February 2009
- Figure 47: Occasional/lapsed participants in sports, by demographics, February 2009
- Sports never done – detailed demographics
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- Figure 48: Sports never done, by demographics, February 2009
- Figure 49: Sports never done, by demographics, February 2009
- Combinations of sports
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- Figure 50: Regular/occasional participation in sports, by regular participation, February 2009
- Figure 51: Regular/occasional participation in sports, by regular participation, February 2009
- Figure 52: Regular/occasional participation in sports, by occasional participation, February 2009
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- Figure 53: Regular/occasional participation in sports, by occasional participation, February 2009
- Figure 54: Regular/occasional participation in sports, by occasional participation, February 2009
Appendix – Cost Considerations
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- Cost considerations – detailed demographics
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- Figure 55: Cost considerations, by demographics, February 2009
- Cost considerations of regular participants
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- Figure 56: Cost considerations of regular participants in sports, February 2009
- Figure 57: Cost considerations of regular participants in sports, February 2009
- Cost considerations of occasional participants
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- Figure 58: Cost considerations of occasional participants in sports, February 2009
- Figure 59: Cost considerations of occasional participants in sports, February 2009
- Combinations of cost considerations
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- Figure 60: Cost considerations, by cost considerations, February 2009
Appendix – Motivations and Barriers to Participation
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- Motivations – detailed demographics
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- Figure 61: Motivations for participation in sport, by demographics, February 2009
- Barriers – detailed demographics
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- Figure 62: Barriers to sports participation, by demographics, February 2009
- Figure 63: Barriers to sports participation, by demographics, February 2009
- Motivations for regular participants
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- Figure 64: Motivation for participation in sports, by regular participation, February 2009
- Figure 65: Motivation for participation in sports, by regular participation, February 2009
- Motivations for occasional participants
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- Figure 66: Motivation for participation in sports, by occasional participation, February 2009
- Figure 67: Motivation for participation in sports, by occasional participation, February 2009
- Barriers for regular participants
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- Figure 68: Barriers to sports participation, by regular participants, February 2009
- Figure 69: Barriers to sports participation, by regular participants, February 2009
- Barriers for occasional participants
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- Figure 70: Barriers to sports participation, by occasional participants, February 2009
- Figure 71: Barriers to sports participation, by occasional participants, February 2009
- Motivations by cost considerations
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- Figure 72: Motivation for participation in sports, by cost considerations, February 2009
- Barriers by cost considerations
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- Figure 73: Barriers for participation in sports, by cost considerations, February 2009
- Combinations of motivations
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- Figure 74: Motivations, by motivations, February 2009
- Combinations of barriers
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- Figure 75: Barriers, by barriers, February 2009
- Figure 76: Barriers, by barriers, February 2009
Appendix – Participation Segments
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- Sports participation segments – detailed demographics
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- Figure 77: Sports participation segments, by demographics, February 2009
- Multi-segment participation – detailed demographics
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- Figure 78: Multi-segment sports participation, by demographics, February 2009
- Figure 79: Single-segment sports participation, by demographics, February 2009
- Cost considerations by segments
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- Figure 80: Cost considerations, by sports participation segments, February 2009
- Figure 81: Cost considerations, by single-segment participation, February 2009
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- Figure 82: Cost considerations, by multi-segment participation, February 2009
- Motivations by segments
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- Figure 83: Motivations, by sports segments, February 2009
- Figure 84: Motivations, by single-segment participation, February 2009
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- Figure 85: Motivations, by multi-segment participation, February 2009
- Barriers by segments
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- Figure 86: Barriers, by sports participation segments, February 2009
- Figure 87: Barriers, by single-segment participation, February 2009
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- Figure 88: Barriers, by multi-segment participation, February 2009
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