Table of Contents
Executive Summary
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- The market
- Flurry of special events allows other sports to pick up the Olympic baton
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- Figure 1: Forecast of consumer expenditure on attending live spectator sports, 2008-18
- Market segmentation
- Cricket had a bumper year in 2013
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- Figure 2: UK spectator sport attendances, by leading segments, 2012 and 2013
- The consumer
- More than half of consumers have been to a live sports event in the past year
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- Figure 3: Methods of watching live sport, February 2014
- Consumers split between free and ‘paid-for’ services
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- Figure 4: Types of service used to watch stream live sport, February 2014
- Device integration could change the way online sport is delivered
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- Figure 5: Devices used to stream live sport, February 2014
- Sports broadcasters have to fight for viewers’ attention
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- Figure 6: Online activities performed whilst watching live sport, February 2014
- Cost versus reward dilemma for spectators
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- Figure 7: Attitudes towards watching live sport, February 2014
- Family-based ticket offers likely to boost gates
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- Figure 8: Ways to encourage live attendance, February 2014
- What we think
Issues and Insights
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- Sports reliant on British representation
- The facts
- The implications
- Technology transforming viewing habits
- The facts
- The implications
Trend Application
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- Trend: Play Ethic
- Trend: Locavore
- Mintel futures: Access Anything Anywhere
Market Drivers
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- Key points
- A hot, dry summer boosted outdoor sports in 2013
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- Figure 9: UK weather trends, 2012 and 2013
- Increase in top-tier ticket pricing allows lowest band to remain the same
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- Figure 10: Major event adult ticket prices, 2014
- Premier League nears full capacity in 2012/13
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- Figure 11: Stadium utilisation rates* for selected leading spectator sports, 2011/12 and 2012/13
- Brits continue to back home-grown success in 2013
- 2014 sees the return of ‘special events’
- Majority of televised sport requires a paid subscription
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- Figure 12: Listed sporting events, as of April 2014
Who’s Innovating?
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- Key points
- Bringing fans closer to the game through technology
- Engaging with fans on social media
- BT uses sport to drive wider business
- Mobile ordering systems could boost secondary spend
Market Size and Forecast
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- Key points
- Pull of major events to fill venues despite rising ticket prices
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- Figure 13: Consumer expenditure on attending live spectator sport, 2008-18
- Forecast
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- Figure 14: Forecast of consumer expenditure on attending live spectator sports, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Cricket had a bumper year in 2013
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- Figure 15: UK spectator sport attendances, by leading segments, 2012 and 2013
- Cricket
- Attendances
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- Figure 16: Attendance trends for major English cricket competitions, 2009-14
- Figure 17: Attendance trends for major English cricket competitions, 2009-13
- Stadium development
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- Figure 18: First class county cricket grounds capacities, 2014
- Media coverage
- Football
- Attendances
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- Figure 19: Attendance trends for English league football, 2009/10-2013/14
- Figure 20: Attendance trends for English league football, by division, 2008/09-2012/13
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- Figure 21: FA Premier League attendances and utilisation rates, by club, 2012/13 season
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- Figure 22: Championship attendance and utilisation rates, by club, 2012/13 season
- Stadium development
- Media coverage
- Golf
- Attendances
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- Figure 23: Attendance trends at major UK golf tournaments, 2009-14
- Figure 24: Attendance at selected major UK golf tournaments. 2009-13
- Media coverage
- Horseracing
- Attendances
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- Figure 25: UK horseracing attendance trends, 2009-14
- Figure 26: UK horseracing attendances, by month, 2013
- Racecourse development
- Media coverage
- Rugby league
- Attendances
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- Figure 27: Super League attendances, by club, 2012/13
- Stadium development
- Media coverage
- Rugby union
- Attendances
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- Figure 28: Premiership rugby union attendances, 2009/10-2013/14
- Figure 29: Premiership rugby union attendance, by club, 2013/14*
- Stadium development
- Media coverage
- Tennis
- Attendances
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- Figure 30: Attendance trends at major UK tennis tournaments, 2009-14
- Figure 31: Attendance trends at major UK tennis tournaments, by event, 2009-13
- Stadium development
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- Figure 32: Selected tennis stadium capacities, 2014
- Media coverage
The Consumer – Methods of Watching Live Sport
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- Key points
- Pull of British success suggests cricket may have a hangover in 2014
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- Figure 33: Methods of watching live sport, February 2014
- Almost two thirds of football fans attend live games
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- Figure 34: Percentage of sports spectators who have been to a live event in the past 12 months, by sport, February 2014
- Ticket prices and subscription costs restrict the reach of live sport
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- Figure 35: Methods of watching live sport, by consumers’ financial situation, February 2014
- Almost a quarter of people watch more than six sports
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- Figure 36: Repertoire of live sports watched by any method, February 2014
- Half of 16-34-year-olds now stream live sport
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- Figure 37: Proportion of consumers who have streamed live sport on the internet in the past 12 months, by age, February 2014
The Consumer – Streaming Live Sport
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- Key points
- Consumers split between free and ‘paid-for’ services
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- Figure 38: Types of service used to watch stream live sport, February 2014
- Device integration could change the way online sport is delivered
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- Figure 39: Devices used to stream live sport, February 2014
- Personal devices give those in larger homes a wider viewing choice
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- Figure 40: Devices used to stream live sport, by number of people in household, February 2014
The Consumer – Spectators’ Online Behaviour
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- Key points
- Sports broadcasters have to fight for viewers’ attention
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- Figure 41: Online activities performed whilst watching live sport, February 2014
- Men ‘media mesh’, but women just as likely to ‘media stack’
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- Figure 42: Online activities performed whilst watching live sport, by gender, February 2014
- Live streamers multi-task the most
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- Figure 43: Online activities performed whilst watching live sport, by methods of watching live sport, February 2014
The Consumer – Attitudes towards Watching Live Sport
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- Key points
- Cost versus reward dilemma for spectators
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- Figure 44: Attitudes towards watching live sport, February 2014
- Community is key for younger spectators
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- Figure 45: Attitudes towards watching live sport, by age, February 2014
- World Cup gives green light to pop-up events
The Consumer – Ways to Encourage Live Attendance
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- Key points
- Family-based ticket offers likely to boost gates
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- Figure 46: Ways to encourage live attendance, February 2014
- Over two thirds of 16-34s could be encouraged to attend more live events
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- Figure 47: Percentage of consumers who could be encouraged to attend more live sports games/events, by age, February 2014
- Alternative ways to engage young fans
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- Figure 48: Ways to encourage live attendance, by age, February 2014
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- Figure 49: Distribution of professional spectator sports venues, by region and sport, March 2014
- Four fifths of spectators who are put off by ticket prices, could be turned
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- Figure 50: Ways to encourage live attendance, by Attitudes towards watching live sport, February 2014
Appendix – Market Size
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- Figure 51: Forecast of consumer expenditure on attending live spectator sport, 2013-18
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Appendix – The Consumer – Methods of Watching Live Sport
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- Figure 52: Methods of watching live sport, February 2014
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- Figure 53: Most popular sports watched live (any method), by demographics, February 2014
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- Figure 54: Next most popular sports watched live (any method), by demographics, February 2014
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- Figure 55: Other sports watched live (any method), by demographics, February 2014
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- Figure 56: Most popular sports watched live at the event, by demographics, February 2014
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- Figure 57: Next most popular sports watched live at the event, by demographics, February 2014
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- Figure 58: Other sports watched live at the event, by demographics, February 2014
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- Figure 59: Most popular sports watched live on TV at home, by demographics, February 2014
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- Figure 60: Next most popular sports watched live on TV at home, by demographics, February 2014
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- Figure 61: Other sports watched live on TV at home, by demographics, February 2014
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- Figure 62: Most popular sports watched live on TV elsewhere, by demographics, February 2014
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- Figure 63: Next most popular sports watched live on TV elsewhere, by demographics, February 2014
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- Figure 64: Other sports watched live on TV elsewhere, by demographics, February 2014
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- Figure 65: Most popular sports watched live on the internet, by demographics, February 2014
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- Figure 66: Next most popular sports watched live on the internet, by demographics, February 2014
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- Figure 67: Other sports watched live on the internet, by demographics, February 2014
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- Figure 68: Repertoire of live sports watched via any method, February 2014
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- Figure 69: Repertoire of live sports watched via any method, by demographics, February 2014
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Appendix – The Consumer – Streaming Live Sport
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- Figure 70: Types of service used to watch stream live sport, February 2014
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- Figure 71: Types of service used to stream live sport, by demographics, February 2014
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- Figure 72: Devices used to stream live sport, February 2014
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- Figure 73: Devices used to stream live sport, by demographics, February 2014
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- Figure 74: Types of service used to stream live sport, by devices used to stream live sport, February 2014
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- Figure 75: Devices used to stream live sport, by types of service used to stream live sport, February 2014
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Appendix – The Consumer – Spectators’ Online Behaviour
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- Figure 76: Online activities performed whilst watching live sport, February 2014
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- Figure 77: Online activities performed whilst watching live sport, by demographics, February 2014
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- Figure 78: Online activities performed whilst watching live sport, by demographics, February 2014 (continued)
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Appendix – The Consumer – Attitudes towards Watching Live Sport
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- Figure 79: Attitudes towards watching live sport, February 2014
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- Figure 80: Attitudes towards watching live sport, by demographics, February 2014
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- Figure 81: Attitudes towards watching live sport, by demographics, February 2014 (continued)
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- Figure 82: Attitudes towards watching live sport, by demographics, February 2014 (continued)
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- Figure 83: Attitudes towards watching live sport, by sports watched live (any method), February 2014
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- Figure 84: Attitudes towards watching live sport, by sports watched live (any method), February 2014 (continued)
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- Figure 85: Attitudes towards watching live sport, by sports watched live (any method), February 2014 (continued)
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Appendix – The Consumer – Ways to Encourage Live Attendance
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- Figure 86: Ways to encourage live attendance, February 2014
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- Figure 87: Ways to encourage live attendance, by demographics, February 2014
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- Figure 88: Ways to encourage live attendance, by demographics, February 2014 (continued)
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- Figure 89: Ways to encourage live attendance, by ways to encourage live attendance, February 2014
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- Figure 90: Ways to encourage live attendance, by ways to encourage live attendance, February 2014 (continued)
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- Figure 91: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014
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- Figure 92: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014 (continued)
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- Figure 93: Ways to encourage live attendance, by attitudes towards watching live sport, February 2014 (continued)
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- Figure 94: Ways to encourage live attendance, by sports watched live (any method), February 2014
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- Figure 95: Ways to encourage live attendance, by sports watched live (any method), February 2014 (continued)
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- Figure 96: Ways to encourage live attendance, by sports watched live (any method), February 2014
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