Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on sports
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on sports, November 2020
- Opportunities and Challenges
- COVID-19 poses an omnipresent threat to the sports industry
- Find new uses for arenas to remain engaged with fans
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- Figure 2: Drive-in movies at sports stadiums
- Brands look to provide tailgating at home
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- Figure 3: Tailgate at home
- Close the women’s sports coverage gap
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- Figure 4: Sports fandom, by gender, August 2020
- COVID-19 expedites a new sports attendance experience through technology
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- Figure 5: Social distanced seating
The Market – Key Takeaways
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- Crowded sports calendar leads to viewership declines
- 5G offerings will enhance fan experience
- Arenas offer new opportunities to engage fans
- COVID-19 creates new partnerships opportunities
The Sports Market
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- Sports viewership takes a hit in crowded market
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- Figure 6: Sports fandom, by number of sports regularly followed, August 2020
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- Figure 7: Sports viewership decline year over year through October 15, 2020
- Impact of COVID-19 on sports
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- Figure 8: Short-, medium- and long-term impact of COVID-19 on sports, November 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Market Factors
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- Macroeconomic factors carry impact for sports world
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- Figure 9: Unemployment rate, January 2007-September 2020
- Figure 10: Consumer confidence, January 2007-October 2020
- As cord cutting increases, streaming becomes a bigger player
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- Figure 11: Hulu Has Live Sports campaign
- 5G offerings will enhance fan experience
- Increased legalization leads to greater integration of sports betting
Market Opportunities
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- Teams find new uses for arenas
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- Figure 12: Drive-in movies at sports stadiums
- Brands look to provide tailgating at home
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- Figure 13: Tailgate at home
- New in-stadium advertising opportunities will be here to stay
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- Figure 14: New tarp and virtual advertising
- Furthering the fan connection through merchandise
Companies and Brands – Key Takeaways
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- State Farm illustrates value of yearlong sports investments
- Tentpole events require virtual integration
- DoorDash looks to charitable initiatives to stand out
Competitive Strategies
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- State Farm remains active in sports yearlong
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- Figure 15: State Farm endorsements
- Tentpole events require virtual integration
- DoorDash embraces charitable initiatives
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- Figure 16: DoorDash giving back
- COVID-19 opens doors for new partnerships
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- Figure 17: New MLB and Lysol partnership
The Consumer – Key Takeaways
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- Sports look to appeal to younger fans
- COVID-19 diminishes fans’ desire to attend games, so sports bring the games to them
- Give fans more access behind the scenes
- Create further integrations with the gaming industry
Consumer Trends Impacting Sponsorships and Sports Marketing
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- Experiences
- Surroundings
- Rights
- Wellbeing
- Technology
Exploring Sports Fans
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- Sports fandom isn’t going away anytime soon
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- Figure 18: Sports fandom and passion, August 2020
- Closing the women’s sports coverage gap
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- Figure 19: Sports fandom, by gender, August 2020
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- Figure 20: Increased WNBA engagement for 2020 season
- Figure 21: WNBA coverage in six major US newspapers, September 15 – October 7, 2020
- Sports will look to further grow the youth fanbase
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- Figure 22: Sports fandom, by generation, August 2020
- Focus on digital content to appeal to younger fans
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- Figure 23: MLB Postseason ad showcasing young stars
- New technology will enhance youth sports experiences
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- Figure 24: Interactive sports training technology
The New Fan Experience
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- COVID-19 diminishes fans’ desire to attend games
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- Figure 25: Attitudes toward sports attendance in 2021, August 2020
- COVID-19 expedites a new sports attendance experience
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- Figure 26: Social distanced seating
- Technology bridges the gap to connect with fans at home
- Sports seek to replicate the crowd
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- Figure 27: Cardboard pet fans at Titans game
- Figure 28: Michelob Ultra courtside virtual fans
Content Fans Want in 2021
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- Figure 29: Desired sports content in 2021, by generation, August 2020
- Give fans more access behind the scenes
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- Figure 30: Mic’d up Golfers
- Personalize the fan experience
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- Figure 31: MLB custom highlight creation
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Marketing in Sports
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- Sports are a great vehicle across industries to reach consumers
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- Figure 32: Popularity of non-sports brands in sports, August 2020
- Continued integrations within sports for key category partners
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- Figure 33: Bud Light delivery
- Increase gaming integration to appeal to younger fans
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- Figure 34: Detroit Lions Animal Crossing integration
- Tapping into fans’ passion for entertainment
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- Figure 35: Marvel themed promotions
Supporting the Greater Good through Sports
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- Sports will continue to get out the vote
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- Figure 36: NFL get out the vote
- Giving back locally is needed now more than ever
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- Figure 37: Merchandise to support charity initiatives
- Sports and social justice are now forever intertwined
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer
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- Figure 38: Sports fandom, by race and Hispanic origin, August 2020
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- Figure 39: Sports attitudes, August 2020
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- Figure 40: Entertainment interests outside of sports, August 2020
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- Figure 41: Popularity of non-sports brands in sports, by generation, August 2020
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- Figure 42: Popularity of non-sports brands in sports, by gender, August 2020
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