Table of Contents
Executive Summary
-
- Overview
- Spending on sports sponsorships declines 1% in 2009 due to recession
- More than half of respondents watch most popular sports
- Graying male population increases future marketing potential for football, golf, and auto racing
- Sports franchises experimenting with new technology
- Yet majority of sports watchers access sports via traditional media
- Majority of respondents watch sports at home; a third in person at game
- Professional sports dominate, followed by collegiate sports
- Major league sports
- Minor league sports
- Collegiate sports
- High school sports
- Grade school sports
- T-shirts, hats, and jerseys are the most popular branded merchandise
Insights and Opportunities
-
- Bringing more women to the game
- Satirize the scandal, market the brand
- Use off-season events at venue to provide value for season ticket holders
- Alternative sports provide new marketing opportunities
- Using the Web to attract fans and consumers
- What alternate sports are taking off?
Inspire Insights
-
- Trend: Authenticity
Market Size and Forecast
-
- Key points
- Weathering the economy in 2009
- Sports sponsorship market size and forecast
-
- Figure 1: Total U.S. sports sponsorship spending, at current prices, 2006-12
-
- Figure 2: Total U.S. sports sponsorship spending, at inflation-adjusted prices, 2006-12
Market Drivers
-
- The popularity of sports and sports teams drives sales
-
- Figure 3: Level of sports consumers are watching, July 2010
- Figure 4: U.S. professional major league sports consumers are watching, July 2010
- Graying male population means more viewership for certain sports
-
- Figure 5: Level of U.S. sports watched, by age of men, July 2010
-
- Figure 6: U.S. professional major league sports watched, by age of men, July 2010
- Figure 7: Male population, by age, 2005-15
- Costly new sports venues spur marketing push to fill seats
-
- Figure 8: New professional sports venues in the U.S., 2007-10
- The Super Bowl: A marketing bonanza
-
- Figure 9: Major Sporting Championships Network TV ad revenue, in millions, 2002-07
- Diminishing power of celebrity endorsers: Tiger Woods and beyond
-
- Figure 10: Negative opinion of sports endorsements, July 2010
- Figure 11: Top-earning professnional athletes, including salary, winnings, and endorsements, 2009
- Ticket prices up, attendance down
-
- Figure 12: How sports sponsors best create value for sports watchers, July 2010
Innovations and Innovators
-
- Live streaming of sporting events nearing mainstream
- TV sports viewing adds a dimension
- World Cup fever leads to advertising and product innovation
Marketing Strategies
-
- Overview
- NFL
- NFL sponsors
- NFL web advertising
- NFL TV ad
-
- Figure 13: NFL.com Ticket Exchange ad, 2010
- MLB
- MLB sponsors
- MLB web advertising
- MLB TV ad
-
- Figure 14: MLB TV ad, rookie pitcher Stephen Strasburg, 2010
- NBA
- NBA sponsors
- NBA web advertising
- NBA TV ad
-
- Figure 15: NBA TV ad, deron Williams sits…, 2010
- NHL
- NHL sponsors
- NHL web advertising
- NHL TV ad
-
- Figure 16: NHL TV ad, stills of fans and players…, 2010
- Pro athletes endorsing outside brands
- TV ads: Athlete spokespersons
-
- Figure 17: Gatorade Recover TV ad, black and white, peyton manning, 2010
-
- Figure 18: Subway TV ad, Carl Edwards can’t get enough…, 2010
Where Consumers Are Watching Sports
-
- Key points
- Majority of respondents watch sports at home
-
- Figure 19: Where consumers are watching sports, July 2010
- Male respondents more likely to watch TV at home than female
-
- Figure 20: Where consumers are watching sports, by gender, July 2010
- Those aged 18-24 least likely to watch sports at home
-
- Figure 21: Where consumers are watching sports, by age, July 2010
- Households earning $25K+ most likely to watch sports at home
-
- Figure 22: Where consumers are watching sports, by household income, July 2010
What Level of Sports Consumers Are Watching
-
- Key points
- Majority of respondents watch pro league sports, followed by collegiate
-
- Figure 23: Level of sports consumers are watching, by gender, July 2010
- Those aged 25-34 more active in minor league sports watching
-
- Figure 24: Level of sports consumers are watching, by age, July 2010
- As household income rises, viewing pro sports rises accordingly
-
- Figure 25: Level of sports consumers are watching, by household income, July 2010
Professional Major League Watching
-
- Key points
- Average major league ticket, concession, and merchandise prices, 2009
-
- Figure 26: U.S. major league fan cost index, for a family of four, 2009-2010
- Half of respondents each watch football, baseball compared to all sports
-
- Figure 27: Professional major league sports consumers are watching, by gender, July 2010
- Respondents aged 55-64, 65+ most likely to watch golf than younger peers
-
- Figure 28: Professional major league sports consumers are watching, by age, July 2010
- Sports watching relatively even among most household incomes
-
- Figure 29: Professional major league sports consumers are watching, by household income, July 2010
Professional Minor League Watching
-
- Key points
- Minor league baseball watched far more than other minor leagues
-
- Figure 30: Professional minor league sports consumers are watching, by gender, July 2010
- Minor league marketing potential
- Minor league baseball
- Semipro football
- Minor league basketball
- Minor league hockey
- Minor league soccer
Collegiate Sports Watching
-
- Key points
- College football is most watched, followed by basketball
-
- Figure 31: U.S. collegiate league sports consumers are watching, by gender, July 2010
- College football watched most by those aged 55-64
-
- Figure 32: U.S. collegiate league sports consumers are watching, by age, July 2010
- Marketing potential for college sports
- Football
- Basketball
High School Sports Watching
-
- Key points
- Football, basketball watched most at high school level
-
- Figure 33: U.S. high school sports consumers are watching, by gender, July 2010
- Marketing and sponsorship in high school sports
Grade School Sports Watching
-
- Key points
- Baseball is most watched grade school sport; basketball, soccer, trail
-
- Figure 34: U.S. grade school sports consumers are watching, July 2010
- Marketing and sponsorship in grade school sports
Sports-Related Merchandise Purchased
-
- Key points
- Most sports watchers buy sports team branded T-shirts, hats, and jerseys
-
- Figure 35: Sports-branded merchandise purchases, by gender, July 2010
- Respondents aged 18-24 most likely to buy sports-branded T-shirt
-
- Figure 36: Sports-branded merchandise purchases, by age, July 2010
- Most sports watchers buy sports team branded T-shirts, hats, and jerseys
-
- Figure 37: Sports-branded merchandise purchases, by household income, July 2010
Frequency of Sports Viewing by Media
-
- Key points
- Majority of respondents use traditional media to watch sports
-
- Figure 38: Frequency of using selected media to catch up on sports, July 2010
- Majority of respondents prefer broadcast news to cable sports
-
- Figure 39: Frequent/sometimes use of selected media to catch up on sports, by gender, July 2010
- Online video, social media used most by respondents aged 25-34
-
- Figure 40: Frequent/sometimes use of selected media to catch up on sports, by age, July 2010
- Household income drives media used to catch up on sports
-
- Figure 41: Frequent/sometimes use of selected media to catch up on sports, by household income, July 2010
How Sports Fans Interact With Other Sports Fans
-
- Key points
- Fans interact evenly through social media, sports team website
-
- Figure 42: Ways fans Interact with other fans frequently/sometimes, by gender, July 2010
- Those respondents aged 35-44 most likely to use social media, websites
-
- Figure 43: Ways fans Interact with other fans frequently/sometimes, by age, July 2010
- Middle-income households most likely to use sports team website
-
- Figure 44: Ways fans Interact with other fans frequently/sometimes, by household income, July 2010
Consumer Attitudes Towards Sports Sponsorships
-
- Key points
- Half of respondents turned off of sponsorship when star is in scandal
-
- Figure 45: What creates negative opinion of product endorsement by a sports star, by gender, July 2010
- Respondents aged 45 and older turned off by scandal the most
-
- Figure 46: What creates negative opinion of product endorsement by a sports star, by age, July 2010
Value Consumers See in Sports Sponsorships
-
- Key points
- Half of respondents motivated by discounted tickets
-
- Figure 47: How sports sponsors best create value for sports watchers, by gender, July 2010
- Discounted tickets motivate half of respondents in each age group
-
- Figure 48: How sports sponsors best create value for sports watchers, by age, July 2010
- Higher earners motivated more than peers by discounts
-
- Figure 49: How sports sponsors best create value for sports watchers, by household income, July 2010
Impact of Race and Hispanic Origin
-
- Key points
- Black, Hispanic respondents more active sports watchers than whites
-
- Figure 50: Professional major league sports consumers are watching, by race/Hispanic origin, July 2010
- Blacks have high incidence of watching most levels of sports
-
- Figure 51: Level of sports consumers are watching, by race/Hispanic origin, July 2010
- Asians, Hispanics most active using online media than whites, blacks
-
- Figure 52: Ways fans interact with other fans frequently/sometimes, by race/Hispanic origin, July 2010
- Hispanic respondents most likely to see value in discounted tickets
-
- Figure 53: How sports sponsors best create value for sports watchers, by race/Hispanic origin, July 2010
- Sports-related hats purchased most by black respondents
-
- Figure 54: Sports-branded merchandise purchases, by race/Hispanic origin, July 2010
- For white respondents, authenticity matters when regarding endorsements
-
- Figure 55: What creates negative opinion of product endorsement by a sports star, by race/Hispanic origin, July 2010
Cluster Analysis
-
- Spectacular spectators
- Demographics
- Characteristics
- Opportunity
- Major league homebodies
- Demographics
- Characteristics
- Opportunity
- Faltering fans
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
-
- Figure 56: Sports marketing and sponsorship clusters, July 2010
- Figure 57: Where consumers watch sports, by sports marketing and sponsorship clusters, July 2010
-
- Figure 58: Level of sports consumers watch most, by sports marketing and sponsorship clusters, July 2010
- Figure 59: Ways consumers catch up on sports, by sports marketing and sponsorship clusters, July 2010
-
- Figure 60: How consumers interact with other sports fans, by sports marketing and sponsorship clusters, July 2010
- Figure 61: What creates negative opinion of product endorsement, by a sports star by sports marketing and sponsorship clusters, July 2010
-
- Figure 62: Ways consumers see value in sponsorships, by sports marketing and sponsorship clusters, July 2010
- Cluster demographic tables
-
- Figure 63: Sports marketing and sponsorship clusters, by gender, July 2010
- Figure 64: Sports marketing and sponsorship clusters, by age, July 2010
- Figure 65: Sports marketing and sponsorship clusters, by household income, July 2010
-
- Figure 66: Sports marketing and sponsorship clusters, by race, July 2010
- Figure 67: Sports marketing and sponsorship clusters, by Hispanic origin, July 2010
- Cluster methodology
Appendix: Other Useful Consumer Tables
-
- Collegiate sport watching and household income
-
- Figure 68: Collegiate league sports consumers are watching, by household income, July 2010
- Consumer attitudes towards sports sponsorship and household income
-
- Figure 69: What creates negative opinion of product endorsement by a sports star, by household income, July 2010
- Where consumers watch sports, by race and Hispanic origin
-
- Figure 70: Where consumers are watching sports, by race/Hispanic origin, July 2010
- Collegiate sports watched, by race and Hispanic origin
-
- Figure 71: Collegiate league sports consumers are watching, by race/Hispanic origin, July 2010
- How consumers catch up on sports, by race and Hispanic origin
-
- Figure 72: Frequent/sometimes use of selected media to catch up on sports, by race/Hispanic origin, July 2010
Appendix: Trade Associations
Back to top