Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on global sporting events
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on global sporting events, April 2021
- Opportunities and challenges
- Global sporting events offer platforms for change and unity
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- Figure 2: Unifying potential of global sporting events, February 2021
- Broadcast networks use global sporting events to push OTT services
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- Figure 3: Peacock Olympics marketing
- The Olympics need to better appeal to younger fans
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- Figure 4: Global sporting event fandom, by generation, February 2021
The Market – Key Takeaways
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- The Olympics and FIFA World Cup are in their own stratosphere
- COVID-19 postponed events but enhanced anticipation
- Global sporting events focus on sustainability
The Global Sporting Events Market
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- Global sporting events landscape
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- Figure 5: Global sporting event fandom, February 2021
- Impact of COVID-19 on global sporting events
- Learnings from the Great Recession
Market Factors
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- Global sporting events elicit incredible consumer excitement
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- Figure 6: Global sporting event excitement, February 2021
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- Figure 7: Tokyo Olympics postponement promo
- Global sporting events offer platforms for change and unity
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- Figure 8: Unifying potential of global sporting events, February 2021
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- Figure 9: Unity capability of global sporting events
- Social issues will play a larger role in location of future global events
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- Figure 10: Protest over Qatar World Cup
- Sustainability a key component of sports moving forward
Companies and Brands – Key Takeaways
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- Toyota leans in to global community feeling for Olympics through Mobility for All
- Global sporting events offer networks exclusive time to market OTT services
- Hosting global sporting events prove fruitful despite added costs
Competitive Strategies
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- Toyota utilizes Olympics to promote Mobility for All
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- Figure 11: Toyota Paralympics Super Bowl commercial
- Global sporting events sponsorship can solidify status as global leaders for top brands
- Look to tap into team fandom around global sporting events
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- Figure 12: Volkswagen FIFA World Cup campaign
Market Opportunities
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- Wager on sports betting to engage with fans
- New protocols offer new ways to utilize Olympic athlete endorsement
- Broadcast networks use global sporting events to push OTT services
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- Figure 13: Peacock Olympics marketing
- Despite costs, hosting global sporting events can be a power play
The Consumer – Key Takeaways
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- Global sporting events present great opportunities to reach men and women
- Television remains king, but digital is big among young fans
- Fans make purchases to enhance the global sporting event experience
Global Sporting Events Followed
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- The Olympics and FIFA World Cup represent the pinnacle of global sporting events
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- Figure 14: Global sporting event fandom, February 2021
- The other global sporting events still command strong engagement from niche audiences
- Global sporting events offer strong opportunities for women’s sports
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- Figure 15: Global sporting event fandom, by gender, February 2021
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- Figure 16: Gender equality in Olympics
- The Olympics command an incredible audience, but for how long
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- Figure 17: Global sporting event fandom, by generation, February 2021
- More than just root, root, root for the home team
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- Figure 18: Global sporting event fandom, by race, February 2021
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- Figure 19: 23andMe World Cup heritage campaign
Following the Action of Global Sporting Events
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- Fans still first turn to television to follow global sporting events
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- Figure 20: Methods for following global sporting events, February 2021
- Look to digital channels to target younger fans
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- Figure 21: Methods for following global sporting events, by generation, February 2021
- Social media rivals television in importance, especially for younger fans
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- Figure 22: Reasons for using social media to follow global sporting events, February 2021
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- Figure 23: Sponsored social media posts
- Figure 24: Katie Ledecky Got Milk TikTok ad
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- Figure 25: UEFA EURO x TikTok partnership
- No prime time, no problem
- Fans crave togetherness during global sporting events
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- Figure 26: Get together for global sporting event, by generation, February 2021
- Tap into additional content around global sporting events
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- Figure 27: Fan desire for additional content, by generation, February 2021
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- Figure 28: USA Skateboarding documentary
Global Sporting Events Attitudes and Behaviors
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- Take advantage of the sports halo effect
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- Figure 29: Desire for additional content, by generation, February 2021
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- Figure 30: United Airlines Team USA commercial
- Fans open up their wallets for global sporting events
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- Figure 31: Global sporting event purchase behaviors, February 2021
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- Figure 32: Marketing for global sporting events, February 2021
- Merchandise helps consumers express their fandom
- Food and drink – natural companion to sporting events
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- Figure 33: Food and drink partnerships
- Entertainment integrations can enhance consumer reach
- Look to gaming to appeal to younger consumers
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- Figure 34: Coca-Cola FIFA World Cup ad in FIFA 18
- The travel industry can take advantage of the global aspect of global sporting events
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 35: Sports fandom by sport, February 2021
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- Figure 36: Sports fandom by sport, by gender, February 2021
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- Figure 37: Sports fandom by sport, by generation, February 2021
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- Figure 38: Sports fandom by sport, by race, February 2021
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- Figure 39: Marketing for global sporting events, by generation, February 2021
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