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Spectator Sports - UK - October 2015

OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Major events deliver revenue growth
Figure 1: UK consumer expenditure on sport event tickets, 2010-20
Football wins on frequency
Figure 2: UK spectator sports attendances, by leading segments, 2014
Televised sport still drawing big crowds
Figure 3: Sports programming share of television audience, August 2014-July 2015
Three quarters of adults watching sport
Figure 4: Sports watched live, August 2015
Live from pitch-side: Fans turn broadcasters
Figure 5: Use of smartphones at live sports events, by generation, August 2015
Data-savvy fans know their rising worth
Figure 6: Sport venue benefits willing to share personal information for, August 2015
What we think
ISSUES AND INSIGHTS
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
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
Stretching price points widens spectator options
Figure 7: Adult ticket prices for major UK sporting events, 2015
More grounds for optimism in stadium development
Major events, big opportunities
Figure 8: Major international events hosted in the UK, 2015-17
Sport still a shared experience in a fragmented TV landscape
Figure 9: Sports programming share of television audience, August 2014-July 2015
Technology ups its game
Figure 10: Ownership of consumer technology products, November 2014 and April 2015
Weather creates an uncertain outlook
Figure 11: UK weather trends, 2012-14
MARKET SIZE AND FORECAST
Another golden year for sport
Figure 12: UK consumer expenditure on sport event tickets, 2010-20
Forecast
Figure 13: Forecast of UK consumer expenditure on sport event tickets, 2010-20
SEGMENT PERFORMANCE
Major events draw the crowds
Figure 14: UK spectator sports attendances, by leading segments, 2013 and 2014
Cricket
Figure 15: English cricket attendance trends, 2011-15
Football
Figure 16: English league football attendance trends, 2010/11-2014/15
Figure 17: English league football attendances, by division, 2010/11-2014/15
Figure 18: Premier League attendances, by club, 2014/15
Golf
Figure 19: Attendance trends for major UK golf tournaments, 2011-15
Figure 20: Attendance at selected major UK golf tournaments, 2011-15
Horseracing
Figure 21: UK horseracing attendance trends, 2011-15
Figure 22: UK horseracing attendances, by month 2014
Rugby League
Figure 23: Super League attendance trends, 2011-15
Figure 24: Super League attendances, by club, 2013 and 2014
Rugby Union
Figure 25: Premiership rugby union attendance trends, 2010/11-2014/15
Figure 26: Premiership rugby union attendances, by club, 2014/15
Tennis
Figure 27: Attendance trends for major UK tennis tournaments, 2010-15
Figure 28: Attendance at major UK tennis tournaments, by event, 2010-14
KEY PLAYERS – WHAT YOU NEED TO KNOW
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
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
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
A nation of sports fans
Figure 29: Sports watched live, August 2015
Rugby World Cup breaks out of the grey market
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
Figure 31: Experience of watching live boxing during the past 12 months, by gender and age, August 2015
EXPERIENCE OF LIVE SPORT
The scarce and the special get sports fans out of their armchairs
Figure 32: Methods of watching live sport, August 2015
SOCIAL VIEWING AND ATTENDANCE
Family crowds are biggest – but also less committed
Figure 33: People watched live sport with, August 2015
Core fans make sport a social occasion
Figure 34: People watched live sport with, by other people watched sport with, August 2015
VIEWING AND ATTENDANCE HABITS
Sports fan habits: The routine and the random
Figure 35: Live sports watching habits, August 2015
Female spectators like to feel special
Figure 36: Watching live sport as a special occasion, by age and gender, August 2015
WATCHING LIVE SPORT ONLINE
TV still the old favourite in new media
Figure 37: Devices used to watch live sport online, August 2015
Tablets to invigorate older viewers’ interest
Figure 38: Use of smartphones and tablets to watch live sport online, by age, August 2015
Fans slim down digital repertoires for kick-off
Figure 39: Number of devices used to watch live sport online, August 2015
STADIUM ACTIVITIES
Eating, drinking, spectating – all part of the matchday routine
Figure 40: Purchases made and services used at live sport events, August 2015
Urge to share drives smartphone use
Figure 41: Use of smartphones at live sports events, by generation, August 2015
Fan events not just for kids
Figure 42: Experience of and future interest in fan events/promotions at live sport events, by generation, August 2015
SHARING FAN DATA
Cash for questions: Fans put a price on sharing
Commercialism puts limits on fans’ loyalty
Figure 43: Attitudes towards sharing personal information with sports venues and properties, August 2015
Protecting privacy – It’s nothing personal
Figure 44: Reasons for not sharing personal information with sports venues and properties, August 2015
APPENDIX
Data sources
Abbreviations
Fan chart forecast
Figure 32: Forecast of UK consumer expenditure on sport event tickets. 2015-20

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