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Football in America: Incl Impact of COVID-19 - US - July 2020
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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Football in America: Incl Impact of COVID-19 - US - July 2020
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Landscape – What You Need to Know
The Football Landscape
Key Indicators Impacting Football
Social Justice Efforts in Football

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Football in America: Incl Impact of COVID-19 - US - July 2020
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Exploring Football Fans
Following the Action on the Gridiron
Growing Future Interest in Football
Football Gives Back
Football Goes Beyond Fandom – It’s an Identity
Playing the Ancillary Football Games

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Football in America: Incl Impact of COVID-19 - US - July 2020
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Brand Integrations in Football

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Football in America: Incl Impact of COVID-19 - US - July 2020
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
Appendix –Consumer Data
Search

What you need to know

American football is the most popular sport in the United States, while arguably the most controversial. This Report will provide a look at the American football landscape from a consumer standpoint, covering viewership, attendance, consumer spending and key trends, including COVID-19’s impact on the sport. It also explores current perceptions, barriers and opportunities related to following football and attending games. Other topics explored include the impact of legalized betting and fantasy sports, the growing intersection of sports and gaming, concerns of health impact to players and more. Expect to see examples of how brands are engaging with fans through football, as well as the Analyst’s perspective on the future of football.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the football industry

  • Opportunities for brand integrations through football

  • The intersection of the sports and gaming worlds

  • How fans will watch NFL games moving forward

This Report was written July-August 2020.

Definition

For the purposes of this Report, Mintel defines a “football fan” as any respondent that follows at least one of the NFL, college football or the XFL.

For more information, see Marketing to Sports Fans – US, November 2019

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