Table of Contents
Issues in the Market
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- Main issues
- Definition
- Sponsorship versus donations
- Abbreviations
Future Opportunities
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- Trust in your sponsor
- Targeting adventurous third-agers
- Sponsoring the armchair experience
Market in Brief
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- Recession hits, but sports sponsorship holds firm
- Olympics to trigger huge cash injection
- Trade sees opportunities but is aware of challenges
- A two-way street
- Most consumers exposed to sports sponsorships
- Football sponsorships most recognised
- Consumer opinions not strongly formed?
Internal Market Environment
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- Key points
- Eight in ten consumers interested in sport
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- Figure 1: Trends in any interest* on sports, 2004-08
- More channels, more coverage, less exposure?
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- Figure 2: Sports coverage on television, by channel, 2001-08
- Football still the jewel in the TV crown
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- Figure 3: TV coverage of leading spectator sports, 2001-08
- The Olympic effect
- A funding gap – sponsorship to the rescue?
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- Figure 4: London 2012 - Sport by sport funding breakdown
- Olympic sports in the spotlight
- Promoting sponsorship
- Regulation and social responsibility
Broader Market Environment
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- Key points
- Marketing budgets squeezed as recession hits
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- Figure 5: GDP quarterly percentage change, 2004-09
- Financial sector support reduced drastically
- High-profile properties to prove more resilient?
- An ageing population – desirable but elusive targets
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- Figure 6: Trends in the age structure of the UK population, by gender, 2004-14
- Internet access opens up lines of communication
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- Figure 7: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, April 2002-09
- Activation on the move
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- Figure 8: Mobile phone subscriptions, 2003-08
Competitive Context
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- Key points
- Sports properties take the lion’s share of the sponsorship pound
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- Figure 9: UK sponsorship market, by sector, 1986-2008
- All marketing disciplines suffering in recession
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- Figure 10: Sports sponsorship and main media advertising expenditure, 2004-08
Strengths and Weaknesses in the Market
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- Strengths
- Increased understanding
- Opportunities for closer relationships
- Exclusivity
- Exposure
- Weaknesses
- Recession
- Consumer cynicism
- High-profile criticism
- Clutter
Who’s Innovating?
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- Key points
- Castrol plays ‘Statto’ for football fans
- Burger King serves up new twist for Getafe
- Beyond stadium sponsorship
- Getting with the programme
Trade Perspectives
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- Key points
- The impact of the recession
- New media channels an integral part of the mix
- More than just a name
- Relevance is key
- Sponsorship vs advertising
- How can the impact of sponsorship be measured?
- CSR and community involvement
- Is sponsorship ‘clutter’ an issue?
- Can the industry police itself?
Market Size, Segmentation and Forecast
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- Key points
- Recent trends encouraging despite recession
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- Figure 11: UK sports sponsorship market value and forecast, 2004-14
- The key sponsors
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- Figure 12: Main sponsors of sport in the UK (active deals, July-December 2008)
- The key sports
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- Figure 13: Most-sponsored sports in the UK (active deals, July-December 2008)
- Major deals
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- Figure 14: Major UK sports sponsorship deals*, by total value of investment, 2008
Case Studies
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- Lloyds leads the Olympic charge
- The deal
- Activation
- The benefits
- Aegon takes on tennis
- The deal
- Activation
- The benefits
- Sky gets on its bike
- The deal
- The activation
- The benefits
- adiZones bring the Olympics to the streets
- The deal
- Activation
- The benefits
The UK’s Sports Audience
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- Key points
- Who are the targets?
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- Figure 15: Sports watched on TV or in person, April 2009
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- Figure 16: Key targets for most popular spectator sports, April 2009
- A nation of sports fans
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- Figure 17: Number of sports watched on TV or in person, April 2009
How Much Impact do Sports Sponsorships Make?
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- Key points
- Football sponsorships way out in front
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- Figure 18: Sports sponsors recognised, April 2009
- A third of sports fans oblivious to sponsorships
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- Figure 19: Number of sports sponsors recognised, April 2009
- Over-45s show less awareness overall
- Red-top readers and Sky viewers paying attention
Attitudes Towards Sports Sponsorship
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- Key points
- A lack of strong opinions
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- Figure 20: Statements about sponsorship of sports teams/players/events, April 2009
- Young and brand-conscious
- It’s just not cricket
- A need to deliver in all areas
Consumer Perspectives
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- Key points
- What sponsorships are ‘suitable’ for sport?
- Perceptions of financial sector sponsorship in the recession
- Relevance and credibility
- Do fans care who sponsors their favourite teams and players?
- Does sponsorship equal sales?
- On community initiatives, CSR, etc
- Sponsorship vs advertising
Appendix – Internal Market Environment
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- Figure 21: Leading UK sports, by volume of television coverage, 2008
- Figure 22: Trends on participation in sports regularly/occasionally, 2004-08
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- Figure 23: Trends in sports paid to watch at venue, 2004-08
- Figure 24: Trends in sports watched on TV, 2004-08
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Appendix – Broader Market Environment
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- Population trends
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- Figure 25: Forecast adult population trends, by socio-economic group, 2004-14
- Figure 26: Forecast adult population trends, by lifestage, 2004-14
Appendix – Market Size, Segmentation and Forecast
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- Figure 27: UK sports sponsorship market value, 1986-2008
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Appendix – The UK’s Sports Audience
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- Sports watched regularly – detailed demographics
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- Figure 28: Most popular sports watched on TV or in person regularly, by demographic sub-group, April 2009
- Figure 29: Next most popular sports watched on TV or in person regularly, by demographic sub-group, April 2009
- Sports watched occasionally – detailed demographics
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- Figure 30: Most popular sports watched on TV or in person occasionally, by demographic sub-group, April 2009
- Figure 31: Next most popular sports watched on TV or in person occasionally, by demographic sub-group, April 2009
- Number of sports watched – detailed demographics
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- Figure 32: Number of sports watched on TV or in person, by demographic sub-group, April 2009
- Sports watched, by number of sports watched
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- Figure 33: Sports watched regularly on TV or in person, by number of sports watched on TV or in person, April 2009
- Figure 34: Sports watched occasionally on TV or in person, by number of sports watched on TV or in person, April 2009
Appendix – How Much Impact do Sports Sponsorships Make?
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- All matches
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- Figure 35: Most popular sponsors matched with properties, April 2009
- Figure 36: Next most popular sponsors matched with properties, April 2009
- Figure 37: Other sponsors matched with properties, April 2009
- Correct matches – detailed demographics
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- Figure 38: Most recognised sports sponsors, by demographic sub-group, April 2009
- Figure 39: Next most recognised sports sponsors, by demographic sub-group, April 2009
- Correct matches – by sports watched
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- Figure 40: Sports sponsors recognised, by most popular sports watched on TV or in person regularly, April 2009
- Figure 41: Sports sponsors recognised, by next most popular sports watched on TV or in person regularly, April 2009
- Figure 42: Sports sponsors recognised, by most popular sports watched on TV or in person occasionally, April 2009
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- Figure 43: Sports sponsors recognised, by next most popular sports watched on TV or in person occasionally, April 2009
- Combinations of correct matches
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- Figure 44: Sports sponsors recognised, by most popular other sports sponsors recognised, April 2009
- Figure 45: Sports sponsors recognised, by next most popular other sports sponsors recognised, April 2009
- Number of correct matches – detailed demographics
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- Figure 46: Number of sports sponsors recognised, by demographic sub-group, April 2009
- Number of correct matches, by sports watched
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- Figure 47: Number of sports sponsors recognised, by most popular sports watched on TV or in person regularly, April 2009
- Figure 48: Number of sports sponsors recognised, by next most popular sports watched on TV or in person regularly, April 2009
- Figure 49: Number of sports sponsors recognised, by most popular sports watched on TV or in person occasionally, April 2009
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- Figure 50: Number of sports sponsors recognised, by next most popular sports watched on TV or in person occasionally, April 2009
- Sponsors matched correctly, by number of correct matches
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- Figure 51: Sports sponsors recognised, by number of sports sponsors recognised, April 2009
- Correct matches, by number of sports watched
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- Figure 52: Sports sponsors recognised, by number of sports watched on TV or in person, April 2009
- Number of correct matches, by number of sports watched
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- Figure 53: Number of sports sponsorships recognised, by number of sports watched on TV or in person, April 2009
Appendix – Attitudes Towards Sports Sponsorship
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- Attitudes towards sponsorship – detailed demographics
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- Figure 54: Most popular statements on sponsorship of sports teams/players/events, by demographic sub-group, April 2009
- Attitudes towards sponsorship, by sports watched
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- Figure 55: Statements on sponsorship of sports teams/players/events, by most popular sports watched on TV or in person regularly, April 2009
- Figure 56: Statements on sponsorship of sports teams/players/events, by next most popular sports watched on TV or in person regularly, April 2009
- Figure 57: Statements on sponsorship of sports teams/players/events, by most popular sports watched on TV or in person occasionally, April 2009
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- Figure 58: Statements on sponsorship of sports teams/players/events, by next most popular sports watched on TV or in person occasionally, April 2009
- Attitudes towards sponsorship, by number of sports watched
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- Figure 59: Statements on sponsorship of sports teams/players/events, by number of sports watched on TV or in person, April 2009
- Correct matches, by attitudes towards sponsorship
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- Figure 60: Sports sponsors recognised, by statements on sponsorship of sports teams/players/events, April 2009
- Number of correct matches, by attitudes towards sponsorship
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- Figure 61: Statements on sponsorship of sports teams/players/events, by number of sports sponsorships recognised, April 2009
- Combinations of attitudes towards sponsorship
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- Figure 62: Statements on sponsorship of sports teams/players/events, by other statements on sponsorship of sports teams/players/events, April 2009
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