Rugby - Ireland - May 2004 - Market Research Report

Rugby - Ireland - May 2004
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Report sections

click here to read 'about this report' »

	Contents
	Introduction and Abbreviations
	Executive Summary
	Market Factors
	Market Size and Segmentation
	The Supply Structure
	Profitability of the Game
	Rugby Marketing and the Media
	The Consumer
	The Future

Latest news updates to this report

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	4-01-2008 Paddy Power to sponsor gay rugby World Cup
	11-09-2007 Adidas signs sponsorship deal with Munster Rugby
	22-08-2007 ESPN acquires Scrum.com
	19-07-2007 Magee gets Irish rugby & cricket deal
	21-06-2007 Heineken to sponsor RTE's World Cup rugby coverage
...more »

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About this report

The advent of professional rugby in 1995 has allowed the sport to become a world-class competitive sport, making money for clubs, players, sponsors and Ireland itself. However it has also highlighted the need for significant expenditure to keep Irish rugby competitive on the world stage.

Mintel's new report provides a detailed analysis of the business behind this key sports market. Where is investment needed? How can the industry foster and grow the enthusiastic playing base?

Analysing the size of the market, the key companies involved and finding out exactly what consumer are demanding, as well as the future opportunities for the industry, can your business afford NOT to have this data at your fingertips?

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency, OCO Consulting, based in Belfast.

If you want more details about this particular report, please contact the Mintel information team on +1 312-932-0400 in the U.S., +44 028-90-241-849 in Northern Ireland, +353 048-90-241-849 in the Republic of Ireland or +44 (0)20-7606-6000 in the UK and the rest of the world, or email info@mintel.com.

Key words and phrases within this report

IRFU; Ireland; RoI; Irish; Lansdowne Road; Six Nations; Ulster; Irish Rugby; England; Celtic League; RWC; Croke Park; ISC; Munster; Heineken Cup; Merchandising; RoI & NI TGI; Sponsorship; Connaught; France; Heineken; RoI TGI; The future; GAA; Youth development programmes; Dublin; BBC; Cardiff; Scotland; Wales; NI TGI; Rugby Union; Facility development; Leinster; Competitions; International level; Provincial League; RTE; European; Belfast Harlequins; Canterbury; Spectating; Television spectators; Millennium Stadium; Irish Rugby Football Union (IRFU); Brian O’Driscoll; FAI; Irish Sports Council (ISC); John O’Donoghue; AIL; Cork; Galway; Junior; Limerick; Senior; Australia; Italy; Parker Pen Shield; Allied Irish Banks; Powerade; Vision Consulting; Gaelic; Guinness; Network; Biarritz Olympique; Perpignan

Contents

Introduction and Abbreviations

Geographical, national and regional definitions

Methodology and acknowledgements

Conversion factors

Population

Exchange rates

BMRB Target Group Index sample sizes

Abbreviations

Executive Summary

Rugby since professionalism

Fostering the playing base

Developing top class facilities

Significance of regions

The future

Market Factors

Rugby as a participation sport

Health and fitness

Demographic influences

Media influence

Supply side factors

Facility development

Youth development programmes

Government funding

Sponsorship

Market Size and Segmentation

Rugby players in Ireland

Club fees and affiliation to IRFU

Regional differences in popularity of rugby

Figure 1: Domestic profile of Irish rugby, by region, 2003

Figure 2: Number of IRFU affiliated clubs per branch, 2003

Figure 3: Rugby clubs, by counties and divisions, 2003

Figure 4: Percentages of AIB AIL clubs per county

An opportunity for development

Adult participation in sport

Figure 5: Adults who belong to or visit sports clubs regularly, NI, 2002 and 2003

Figure 6: Adults who belong to or visit sports clubs regularly, RoI, 2002 and 2003

The Supply Structure

Rugby administration in Ireland

The National Stadium

Rugby teams

International level

Provincial level

Club level

Competitions

Allied Irish Banks All Ireland League

Celtic League

Schools Cup

European Rugby Cup Heineken Cup

Royal Bank of Scotland Six Nations

Rugby World Cup

Profitability of the Game

Is Irish Rugby in profit?

Figure 7: IRFU cumulative operating deficits, 2000-04

IRFU income

Figure 8: IRFU income, by source, 2002-03

Funding the professional game

Figure 9: IRFU Expenditure, by category, 2002-03

Figure 10: IRFU professional game expenditure, by category, 2002-03

Generating more income

Rugby Marketing and the Media

Professional rugby and the media

Sponsorship and endorsement

Main Sponsors of Irish rugby

Figure 11: Main sponsors of Irish rugby, 2004

Provincial sponsorship

Figure 12: Provincial rugby sponsorship, 2004

Case study: Grafton Belfast Harlequins RFC

Figure 13: Harlequins sponsorship, by cost of various packages, 2004

Merchandising

The Internet

The Consumer

Demographics of the rugby audience

Figure 14: Level of interest in rugby union, NI, 2002 and 2003

Figure 15: Level of interest in rugby union, RoI, 2002 and 2003

Figure 16: Adults who have paid to watch/Like to watch on TV/read about rugby union in NI, 2002 and 2003

Figure 17: Adults who have paid to watch/like to watch on TV/read about rugby union in RoI, 2002 and 2003

Active participation in sport

Figure 18: Active participation in sport or exercise by adults in RoI and NI, 2003

Spectating

Television spectators

Figure 19: Adults who have paid to watch sports, games and activities in the last 12 months, RoI, 2002 and 2003

Figure 20: Adults who have paid to watch sports, games and activities in the last 12 months, NI, 2002 and 2003

Rugby audience lifestyles

Figure 21: Positive responses to lifestyle statements by all adults and all adults who follow rugby union in NI, 2003

Figure 22: Positive responses to lifestyle statements by all adults and all adults who follow rugby union in RoI, 2003

Audience awareness of advertising

Figure 23: Awareness of advertising at sporting events in RoI and NI, 2003

Levels of drinks experimentation

Figure 24: Experimentation with new drinks by adults in RoI and NI, 2003

Figure 25: Loyalty towards beer brands among adults in RoI, 2003

Irish financial awareness

Figure 26: Uptake of professional financial advice among adults in RoI and NI, 2003