Sports Enthusiasts - US - July 2007

SCOPE AND THEMES
What you need to know
Definitions
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
Introduction
Demographic breakdown of Obsessed, Casual and Serious sports fans
Figure 1: Obsessed, Casual and Serious sports fans, by age and gender, 2006
Figure 2: Obsessed, Casual and Serious sports fans, by race, 2006
Figure 3: Obsessed, Casual and Serious sports fans, by household income, 2006
Figure 4: Obsessed, Casual and Serious sports fans, by education, 2006
Men are the primary target, marketing to women on the rise
Figure 5: Male population, by age, 2002-12
Figure 6: Female population, by age, 2002-12
Hispanics show high level of interest in soccer
Figure 7: Total population and Hispanic population, by age, 2006
Sports enthusiast profiles by professional sport
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
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
Figure 10: Most valuable professional sports franchises, 2006
Sports emotion as a catalyst for impulse buys
Figure 11: Most-watched sports, 2006
Figure 12: Sports very interested in, by level of sports enthusiasm, October 2006
Figure 13: Most popular year-round television sports shows, 2006
MARKET ACTIVITY—SALES OF MERCHANDISE AND TICKETS, AND AD SPENDING
Figure 14: Sales of official merchandise, 2006
Figure 15: Amount spent on ticket sales and related items, 2006
Figure 16: Sports advertising spending by channel, 2006
SPORTS SPONSORSHIPS
Figure 17: Amount spent on sports sponsorships, 2001-06
Figure 18: Top corporate sponsors, 2006
ATTITUDES AND BEHAVIORS OF SPORTS ENTHUSIASTS
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
Figure 19: Interest in various sports, by race, April 2007
Figure 20: Mean interest in various sports, by employment status, April 2007
Figure 21: Hours per week sports TV is watched, by employment status, April 2007
Attendance at sporting events
Figure 22: Attendance at sporting events, by employment status, April 2007
Figure 23: Attendance at sporting events, by race, April 2007
Figure 24: Money spent on sporting event tickets in previous 12 months, by Hispanic origin, April 2007
Shopping habits of the sports consumer
Figure 25: Shopping habits, by employment status, April 2007
Figure 26: Purchases and gifts of sports merchandise, by Hispanic origin, April 2007
Travel habits of sports consumers
Figure 27: Sports travel preferences, by race, April 2007
Sports enthusiast categories: Casual, Serious and Obsessed
Figure 28: Sports enthusiast categories, by gender, October 2006
Figure 29: Sports enthusiast categories, by race and ethnic origin, October 2006
Figure 30: Sports enthusiast categories, by education, October 2006
Key sports of interest
Figure 31: Sports very interested in, by sports enthusiast category, October 2006
Characterizing the sports enthusiast
Sports TV watching
Figure 32: Mean number of hours of TV watched per week, by sports enthusiast category, April 2007
Opinions about electronics and technology
Figure 33: Opinions about electronics and technology, by sports enthusiast category, October 2006
TV ownership
Figure 34: Television ownership and intent to buy, by sports enthusiast category, April 2007
Video camera ownership/intent to buy
Figure 35: Video camera ownership/intent to buy, by sports enthusiast category, April 2007
Other consumer electronics ownership/intent to buy
Figure 36: Various consumer electronics ownership/intent to buy, by sports enthusiast category, April 2007
Use of cameras at live sports events
Figure 37: Use of video games and digital cameras, by sports enthusiast category, April 2007
The place of video games
Figure 38: Video game ownership or usage, by sports enthusiast category, October 2006
Figure 39: Brands of video games owned or played, by sports enthusiast category, October 2006
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
Figure 41: Sports played in last 12 months, by sports enthusiast category, October 2006
Sporting goods owned
Figure 42: Sporting goods owned, by sports enthusiast category, October 2006
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
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
Figure 45: Travel preferences, by sports enthusiast category, April 2007
Attending sports events in person
Figure 46: Attendance at sporting events in person, by sports enthusiast category, April 2007
Opinions about overnight lodging for sporting events
Figure 47: Opinions about lodging, by sports enthusiast category, April 2007
Sports enthusiasts and apparel purchases
Licensed sports clothing purchases
Figure 48: Licensed sports clothing purchased, by sports enthusiast category, October 2006
Figure 49: Sports team logo clothing purchased, by sports enthusiast category, October 2006
Types of clothing purchased
Figure 50: Types of sports clothing purchased, by sports enthusiast category, October 2006
Hispanic sports enthusiasts
Figure 51: Interest in various sports, by Hispanic origin, April 2007
Figure 52: Where sporting event tickets were purchased, by Hispanic origin, April 2007
Figure 53: Overnight stays at a hotel/motel for a sporting event by Hispanic origin, April 2007
Figure 54: Travel preferences, by Hispanic origin, April 2007
Figure 55: Opinions about lodging, by Hispanic origin, April 2007
Figure 56: Where sporting events are watched, by Hispanic origin, April 2007
Figure 57: Use of video games and digital cameras, by Hispanic origin, April 2007
FUTURE TRENDS
Sports on the rise
Figure 58: Which niche sports are most likely to grow, 2006
Sports on the slide
Figure 59: Change in favorite sports, 1985-2006
The payoff: get fans close to the action
Going mobile
Figure 60: Various CE ownership/intent to buy, by sports enthusiast category, April 2007
Going virtual
The saturation point
APPENDIX: TRADE ASSOCIATIONS