Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Bringing the live experience into pubs
- Giving something back
- Get interactive in the stadium
Market in Brief
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- £1 billion mark now in sight
- Stadia still the focus for revenues…
- …with developing stadia still developing income
- Three issues raise concerns for the future
- Pricing
- Exclusion of key groups
- Loss of sociability
- In the short term, nothing succeeds like success…
- …but access is the long-distance winner
- The Internet: short-term opportunity, long-term threat?
- Technology increasing sales and raising margins
- The future in your hand(set)
Fast Forward Trends
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- Trend 1: Binge on!
- What’s is about?
- Observations
- Ideas Bank
- Trend 2: Being There
- What's it about?
- Observations
- Ideas Bank
- Trend 3: Edutainment
- What’s it about?
- Observations
- Ideas Bank
Internal Market Environment
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- Key points
- Sporting interest
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- Figure 1: Interest in named sports/pastimes, 2002-06
- The importance of access
- International success
- On-screen promotion
- Migration of rights to pay-TV platforms continues
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- Figure 2: UK sports television output, 2001-06
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- Figure 3: Televised sport on terrestrial and satellite/cable* TV, 2002-06
- Print media and sport – a sometimes uneasy relationship
- The Internet – a profitable medium for sports clubs
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- Figure 4: Websites browsed for information purposes in the last three months, November 2002-October 2006
- Mobile phone
- Success and recent form
- Team sports
- Individuals
- The star factor
- Star performers
- Stellar events
- Venue capacity and utilisation rates
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- Figure 5: English football stadium utilisation rates, 2004/05
- Figure 6: Rugby union Premiership utilisation rates, 2005/06
- Stadium development
- Development trends led by football…
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- Figure 7: Capital expenditure on stadia/facilities by English clubs, 1995/96-2004/05
- …but other sports now following suit
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- Figure 8: Rugby union premiership stadium capacities, 2005/06 and 2009/10
- Admission prices
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- Figure 9: FA Premiership ticket prices, 2006-07
- Figure 10: Ticket prices, The Championships, Wimbledon, 2007
- How expensive is football really?
- …against domestic competitions
- …and national/international events
- Location and scheduling
- Venue
- Affluence
- Frequency and kick-offs
- Promotion and marketing
- Other revenue streams
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- Figure 11: Value of matchday revenues as a percentage of total revenues, by sport, 2005
- The Olympic effect
Broader Market Environment
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- Key points
- Economic climate
- PDI and consumer expenditure
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- Figure 12: Trends in personal disposable income and consumer expenditure, 2001-11
- The labour market
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- Figure 13: UK labour market, 2000-10
- Demographic trends
- Age and gender
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- Figure 14: Trends in the age structure of the UK population, by gender, 2001-11
- Socio-economic trends
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- Figure 15: Forecast adult population trends, by socio-economic group, 2001-11
- Lifestage trends
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- Figure 16: Forecast adult population trends, by lifestage, 2001-11
- Access to cable/satellite television
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- Figure 17: UK multi-channel TV penetration, by platform, 2001-06
- Access to the Internet/broadband Internet
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- Figure 18: Internet access usage, 2002-06
- Mobile phone usage
- Season and climate
- Fashion
- Legislation
Competitive Context
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- Key points
- Interest in sport
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- Figure 19: Interest in sport, by paid attendance, general interest and regular participation, 2006
- Leisure activities
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- Figure 20: Participation in leisure activities, 2002 and 2006
- Growth outstripped by other leisure spending
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- Figure 21: Consumer expenditure on selected leisure goods and activities, 2001-06
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Ticket exchanges
- Audio, video… handheld
- Cashless stadium transactions
- Ticketing kiosks
- Mobile ticketing and RFID
- Sports turf
- Game formats
Market Size and Forecast
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- Key points
- More people paying to watch…
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- Figure 22: Paid to watch sporting events, 2002-06
- Figure 23: Spectator sport market size, by volume, 2002-06
- …but in-home viewing rising in popularity
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- Figure 24: Consumers experiencing live sport, 2004-06
- Event attendance
- Television viewing
- Kick-off on the web
- Forecast - Scenarios
- Scenario 1: Static
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- Figure 25: Forecast of consumers experiencing live sport, scenario 1, 2006-11
- Scenario 2: Optimistic
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- Figure 26: Forecast of consumers experiencing live sport, scenario 2, 2006-11
- Consumer expenditure on spectator sports
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- Figure 27: Estimated consumer expenditure on sports event attendance, 2001-06
- Mintel foresight
- The Olympic effect
- Keeping pace with broadcast revenues?
- Changes in stadium development focus
- Key challenges will be familiar ones
Segment Performance
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- Athletics
- Attendances – major events
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- Figure 28: Attendance at major UK athletics events, 2000-06
- Attendances – other events
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- Figure 29: Attendance at UK athletics events, 2006
- Venue improvements made, but still some way to go
- Cricket
- Stadium competition heats up
- Format changes bring welcome results
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- Figure 30: Selected English cricket competitions, total attendances, 2000-06
- Football
- Ticket price issue coming to a head?
- Attendances – all divisions
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- Figure 31: English league football attendances, by division, 2001/02-2005/06
- Premiership attendances
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- Figure 32: Premiership attendances, 2005/06 season
- Championship attendances
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- Figure 33: Championship attendances, 2005/06 season
- Expansion at the top table to mask downturn elsewhere
- Golf
- Attendances steadily rising
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- Figure 34: Attendance at selected major UK golf events, 2002-06
- Horseracing
- Accessibility boosts attendances
- A £340 million investment in facilities
- Fixtures increase, but attendances on the wane
- Monthly attendances
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- Figure 35: Attendance at horse racing meetings, 2002-06
- Types of meeting
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- Figure 36: Horse racing attendance, by type of meeting, 2002-06
- AWT courses boost spectator numbers
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- Figure 37: Flat horse racing attendance, by type of surface, 2004-06
- Rugby league
- Super League provides impetus
- Stadium development arrives
- Attendances boost salary allowance
- Record attendances since 2003
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- Figure 38: Attendance at top flight rugby league matches, 1993/94-2006
- Rugby union
- Test match revenues crucial
- Matchday revenues vulnerable to form
- RFU targets the black market
- Union trumps league in attendances
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- Figure 39: Zurich Premiership average attendances by club, 2001/02-2005/06
- Season ticket sales
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- Figure 40: Zurich Premiership season ticket sales by club, 2001/02-2005/06
- Tennis
- A regular international schedule
- Smaller events see attendances increase
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- Figure 41: Attendance at major UK tennis events, 2002-06
The Consumer: How Live Sport is Followed
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- Key points
- Watching sport becoming an individual pastime
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- Figure 42: Methods of experiencing live sport, 2002-07
- Who watches live sport?
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- Figure 43: Most popular methods of experiencing live sport, by demographic sub-group, January 2007
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- Figure 44: Further methods of experiencing live sport, by demographic sub-group, January 2007
- Men only?
- No longer doing it for the kids
- More upmarket, more online
- At-home viewers firmly entrenched in the armchair
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- Figure 45: Methods of experiencing live sport, by most popular methods of experiencing live sport, January 2007
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- Figure 46: Methods of experiencing live sport, by other methods of experiencing live sport, January 2007
The Consumer: Sports Followed Live
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- Key points
- Television coverage drives interest
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- Figure 47: Sports watched/listened to live, 2002-07
- Sports followed – demographic analysis
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- Figure 48: Most popular sports watched/listened to live, by demographic sub-group, January 2007
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- Figure 49: Next most popular sports watched/listened to live, by demographic sub-group, January 2007
- What women really want
- Exclusive or excluding?
- Methods of following different sports
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- Figure 50: Sports watched/listened to live, by most popular methods of experiencing live sport, January 2007
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- Figure 51: Sports watched/listened to live, by further methods of experiencing live sport, January 2007
- Combinations of sports interest
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- Figure 52: Most popular sports watched/listened to live, by other sports watched/listened to, January 2007
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- Figure 53: Next most popular sports watched/listened to live, by other sports watched/listened to, January 2007
- Only one game in town for football fans
- ‘Communities of interest’ develop across other sports
The Consumer: Event Attendance vs TV Viewing
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- Key points
- Attitudes towards live sport
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- Figure 54: Attitudes towards live sport, January 2007
- Issues to address
- An imbalance of supply and demand
- No substitute for atmosphere
- Attitudes towards live sport – demographic analysis
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- Figure 55: Most popular attitudes towards live sport, by demographic sub-group, January 2007
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- Figure 56: Next most popular attitudes towards live sport, by demographic sub-group, January 2007
- The affluent come for the atmosphere
- Alienating the younger generation?
- The influence of attitudes on viewing habits
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- Figure 57: Attitudes towards live sport, by experience of live sport at the event or on TV in the home, January 2007
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- Figure 58: Attitudes towards live sport, by other methods of experiencing live sport, January 2007
- Communal viewing the new match-going
- Attitudes by sport
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- Figure 59: Attitudes towards live sport, by most popular sports watched/listened to live, January 2007
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- Figure 60: Attitudes towards live sport, by next most popular sports watched/listened to live, January 2007
- Financial concerns vary significantly between sports
- Occasional attendance increases appreciation of atmosphere
- Opportunities for technology
- Strong amateur scene can boost lower-level spectating
The Consumer: Assessing Enthusiasm for Sport
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- Key points
- Number of sports followed live
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- Figure 61: Number of sports watched/listened to live in the last 12 months, January 2007
- Number of sports followed live – demographic analysis
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- Figure 62: Number of sports watched/listened to live in the last 12 months, by demographic sub-group, January 2007
- Younger, less affluent fans have narrower repertoires
- Tennis and boxing fans committed to the cause
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- Figure 63: Number of sports watched/listened to live in the last 12 months, by individual sports watched, January 2007
- Viewing habits – who are the armchair-only fans?
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- Figure 64: Combinations of ways consumers view sport, January 2007
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- Figure 65: Combinations of ways consumers view sport, January 2007
- Restricted access keeps the under-25s armchair-bound
- Viewing combinations by individual sport
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- Figure 66: Combinations of ways consumers view sport, by most popular sports watched/listened to live in the last 12 months, January 2007
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- Figure 67: Combinations of ways consumers view sport, by further sports watched/listened to live in the last 12 months, January 2007
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