Table of Contents
Executive Summary
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- Major events deliver revenue growth
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- Figure 1: UK consumer expenditure on sport event tickets, 2010-20
- Football wins on frequency
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- Figure 2: UK spectator sports attendances, by leading segments, 2014
- Televised sport still drawing big crowds
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- Figure 3: Sports programming share of television audience, August 2014-July 2015
- Three quarters of adults watching sport
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- Figure 4: Sports watched live, August 2015
- Live from pitch-side: Fans turn broadcasters
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- Figure 5: Use of smartphones at live sports events, by generation, August 2015
- Data-savvy fans know their rising worth
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- Figure 6: Sport venue benefits willing to share personal information for, August 2015
- What we think
Issues and Insights
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- The stadium of the future is in the palm of your hand
- The facts
- The implications
- Every fan has their price
- The facts
- The implications
- Widening the window of opportunity for reaching small-screen fans
- The facts
- The implications
The Market – What You Need To Know
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- World Cup opportunity converted
- Domestic diet spiced by international flavours
- Ticket pricing boxes clever
- Seasons within seasons for TV audiences
- Connected stadiums lag behind the living room
Market Drivers
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- Stretching price points widens spectator options
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- Figure 7: Adult ticket prices for major UK sporting events, 2015
- More grounds for optimism in stadium development
- Major events, big opportunities
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- Figure 8: Major international events hosted in the UK, 2015-17
- Sport still a shared experience in a fragmented TV landscape
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- Figure 9: Sports programming share of television audience, August 2014-July 2015
- Technology ups its game
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- Figure 10: Ownership of consumer technology products, November 2014 and April 2015
- Weather creates an uncertain outlook
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- Figure 11: UK weather trends, 2012-14
Market Size and Forecast
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- Another golden year for sport
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- Figure 12: UK consumer expenditure on sport event tickets, 2010-20
- Forecast
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- Figure 13: Forecast of UK consumer expenditure on sport event tickets, 2010-20
Segment Performance
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- Major events draw the crowds
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- Figure 14: UK spectator sports attendances, by leading segments, 2013 and 2014
- Cricket
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- Figure 15: English cricket attendance trends, 2011-15
- Football
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- Figure 16: English league football attendance trends, 2010/11-2014/15
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- Figure 17: English league football attendances, by division, 2010/11-2014/15
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- Figure 18: Premier League attendances, by club, 2014/15
- Golf
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- Figure 19: Attendance trends for major UK golf tournaments, 2011-15
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- Figure 20: Attendance at selected major UK golf tournaments, 2011-15
- Horseracing
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- Figure 21: UK horseracing attendance trends, 2011-15
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- Figure 22: UK horseracing attendances, by month 2014
- Rugby League
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- Figure 23: Super League attendance trends, 2011-15
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- Figure 24: Super League attendances, by club, 2013 and 2014
- Rugby Union
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- Figure 25: Premiership rugby union attendance trends, 2010/11-2014/15
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- Figure 26: Premiership rugby union attendances, by club, 2014/15
- Tennis
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- Figure 27: Attendance trends for major UK tennis tournaments, 2010-15
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- Figure 28: Attendance at major UK tennis tournaments, by event, 2010-14
Key Players – What You Need To Know
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- We know where you sit
- Memorabilia makes it personal
- A look behind closed doors
- Put yourself in a player’s boots
Launch Activity and Innovation
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- It’s all in the wrist
- You watch the game, we take the selfies...
- Trading cards trade up
- Periscope peers behind the scenes
- Straight from the horse’s mouth
- Virtual reality puts fans in the firing line
The Consumer – What You Need to Know
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- Three quarters of adults watching sport
- Most season tickets book a space on the sofa
- Regular routines present opportunity and risk
- Same screen, different pipe
- Smartphone fans consume and create
- The sharing spectator: What’s in it for me?
Most Popular Sports
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- A nation of sports fans
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- Figure 29: Sports watched live, August 2015
- Rugby World Cup breaks out of the grey market
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- Figure 30: Experience of watching live rugby union during the past 12 months, by gender and age, August 2015
- Fight sports pack a punch with Millennials
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- Figure 31: Experience of watching live boxing during the past 12 months, by gender and age, August 2015
Experience of Live Sport
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- The scarce and the special get sports fans out of their armchairs
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- Figure 32: Methods of watching live sport, August 2015
Social Viewing and Attendance
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- Family crowds are biggest – but also less committed
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- Figure 33: People watched live sport with, August 2015
- Core fans make sport a social occasion
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- Figure 34: People watched live sport with, by other people watched sport with, August 2015
Viewing and Attendance Habits
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- Sports fan habits: The routine and the random
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- Figure 35: Live sports watching habits, August 2015
- Female spectators like to feel special
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- Figure 36: Watching live sport as a special occasion, by age and gender, August 2015
Watching Live Sport Online
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- TV still the old favourite in new media
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- Figure 37: Devices used to watch live sport online, August 2015
- Tablets to invigorate older viewers’ interest
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- Figure 38: Use of smartphones and tablets to watch live sport online, by age, August 2015
- Fans slim down digital repertoires for kick-off
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- Figure 39: Number of devices used to watch live sport online, August 2015
Stadium Activities
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- Eating, drinking, spectating – all part of the matchday routine
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- Figure 40: Purchases made and services used at live sport events, August 2015
- Urge to share drives smartphone use
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- Figure 41: Use of smartphones at live sports events, by generation, August 2015
- Fan events not just for kids
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- Figure 42: Experience of and future interest in fan events/promotions at live sport events, by generation, August 2015
Sharing Fan Data
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- Cash for questions: Fans put a price on sharing
- Commercialism puts limits on fans’ loyalty
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- Figure 43: Attitudes towards sharing personal information with sports venues and properties, August 2015
- Protecting privacy – It’s nothing personal
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- Figure 44: Reasons for not sharing personal information with sports venues and properties, August 2015
Appendix
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 32: Forecast of UK consumer expenditure on sport event tickets. 2015-20
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