Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Market factors
- Fewer Americans going to sports, entertainment events
- Population growth patterns suggest need to focus on a more diverse fan base
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- Figure 1: Population, by race and Hispanic origin, percent change 2011-16
- Rise in college enrollment may lead to larger sports following
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- Figure 2: Projected college enrollment figures in the U.S., 2011-20
- New stadiums, international events increasing sports enthusiasm
- Reality TV impacting viewers’ propensity to see athletes as stars
- The consumer
- Sports fans tuning in to multiple sports, most following football
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- Figure 3: Sports viewership and listening, February 2012
- Almost all sports fans tuning in to games from home
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- Figure 4: Where most recent sports program was watched and intentions to watch next time, July 2010-September 2011
- More than nine in 10 fans get information on TV, young fans also going online
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- Figure 5: Methods of catching up on sports, February 2012
- Fans wearing apparel to support teams, Millennials and women looking for style, fit
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- Figure 6: Changes to sports clothing resulting in more frequent wear, by generation, February 2012
- More fans of less prominent sports purchasing products
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- Figure 7: Sports viewership and listening by sporting-related product purchases in the past 12 months, February 2012
- Sports fans take a social approach to game watching
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- Figure 8: Attitudes toward methods of watching sports events, February 2012
- Fans not distracted by game-time ads, but they’re not learning from them, either
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- Figure 9: Attitudes toward sports advertising, February 2012
- What we think
Issues in the Market
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- Can leagues be doing more to encourage in-person attendance?
- Are retailers meeting fans’ expectations with sports clothing, apparel?
- Can athletes be doing more to serve as role models?
- How is the sports industry evolving to cater to growing diversity?
Insights and Opportunities
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- Multileague SportsPASS promotions
- League-sponsored networking opportunities for fans
- Stadium social network monitors
- Partnerships between movie theaters, studios, and sports leagues
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- Figure 10: Top 10 grossing sports films in the U.S., 1976-2011
- Partnerships between travel providers and sports leagues
Inspire Insights
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- Trend: Non-Standard Society
- Trend: The Big Issue
Market Drivers
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- Key points
- Attendance drops may drive leagues to make live events more enticing
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- Figure 11: Average sports and recreational event ticket prices for a family of four, 2011
- Population segments with largest sports following the most prevalent
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- Figure 12: U.S. Hispanic population, by age, 2011
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- Figure 13: Population, by race and Hispanic origin, 2006-16
- College enrollment growth may increase sports fan bases
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- Figure 14: Projected college enrollment in the U.S., 2011-20
- New stadiums may encourage additional sports enthusiasm
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- Figure 15: New professional and college sports stadiums in the U.S., 2009-12
- Major international sporting events draw new, more enthusiastic fans
- Reality TV fans given opportunity to see athletes in new light
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- Figure 16: Professional and Olympic athletes appearing on Dancing With the Stars, Seasons 1-10
Innovations and Innovators
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- Key points
- Marketing Olympic-themed food and personal care products
- Online gift retailer offering personalized sports media books
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- Figure 17: RedEnvelope personalized The New York Times sports books, May 2012
- Tampa Bay Rays incorporating alternative entertainment into games
- Livestrong Sporting Park becoming increasingly tech-savvy
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- Figure 18: Livestrong Sporting Park cell phone charging stations, 2011
Marketing Strategies
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- Key points
- Sports ad spending growing
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- Figure 19: National TV sports ad spend and biggest TV advertisers in sports, Q4 2007-Q3 2011
- TV advertising
- Gatorade—The Fuel you Need
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- Figure 20: Gatorade TV ad “The Fuel you Need” 2012
- General Mills—Very Serious about Cereal
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- Figure 21: General Mills TV ad “Very Serious about Cereal” 2012
- Buffalo Wild Wings—Sprinklers
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- Figure 22: Buffalo Wild Wings TV ad “Sprinklers” 2012
- Arizona Diamondbacks—Dinner
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- Figure 23: Arizona Diamondbacks TV ad “Dinner” 2012
- AT&T—Serving Up Humble Pie
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- Figure 24: AT&T TV ad “Serving up humble pie” 2012
- AT&T—Wherever you Want
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- Figure 25: AT&T TV ad “Wherever you want” 2012
- Indirect marketing through print advertising
- ESPN Magazine
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- Figure 26: ESPN Magazine Tim Tebow cover, October 2011
- Sports Illustrated
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- Figure 27: Sports Illustrated World Cup cover, July 2011
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- Figure 28: Sports Illustrated Moneyball cover, September 2011
- Billboard advertising
- Jockey
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- Figure 29: Jockey Billboard ad, March 2012
- Chicago Cubs
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- Figure 30: Chicago Cubs billboard ad, March 2012
- Email promotions
- United Airlines
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- Figure 31: United Airlines Olympic promotion, May 2012
- Major League Baseball
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- Figure 32: MLB summer apparel promotion, May 2012
- Tampa Bay Rays
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- Figure 33: Tampa Bay Rays Earth Day promotion, May 2012
- Retail gift card sales
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- Figure 34: Sports organization gift card offerings, Dominick’s Chicago, May 2012
Sports Viewership and Listening
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- Key points
- Most tune in to multiple sports, professional football the most popular
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- Figure 35: Sports viewership and listening, February 2012
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- Figure 36: Repertoire of sports viewership and listening, February 2012
- Youngest viewers and listeners drawn to men’s basketball
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- Figure 37: Sports viewership and listening, by age, February 2012
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- Figure 38: Type of athletic/sport shoes bought, by age, October 2010-November 2011
- Home is where the sports fans are
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- Figure 39: Where most recent sports program was watched and intentions to watch next time, by sport, July 2010-September 2011
- TV the most common source for obtaining sports information
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- Figure 40: Methods of catching up on sports, February 2012
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- Figure 41: Use of the internet/websites to catch up on sports, by key demographics, February 2012
- Opportunities to expand mobile offerings with live streaming
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- Figure 42: Features interested in for sports viewing, February 2012
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- Figure 43: Features interested in for sports viewing, by key demographics, February 2012
Opinions About Sports Clothing
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- Key points
- Attitudes toward clothing distinguish between team and sports fans
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- Figure 44: Opinions about wearing sports team-branded clothing, by key demographics, February 2012
- Wearing team-branded clothing most important to hockey, baseball fans
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- Figure 45: Sports viewership and listening by opinions about wearing sports clothing, February 2012
- Women, Millennials want more stylish and fitted sports apparel
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- Figure 46: Changes to sports clothing resulting in more frequent wear, by gender and generation, February 2012
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- Figure 47: Opinions on expanding sports apparel offerings for women and men, by gender, February 2012
Sports-related Purchases
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- Key points
- Team-branded product sales offer the most profit potential
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- Figure 48: Sporting-related product purchases in the past 12 months, February 2012
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- Figure 49: Sporting-related product purchases in the past 12 months, by gender, February 2012
- Northeasterners lead regional tendencies to buy team-branded products
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- Figure 50: Sporting-related product purchases in the past 12 months, by region, February 2012
- More nonmainstream fans purchasing sports products
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- Figure 51: Sports viewership and listening by sporting-related product purchases in the past 12 months, February 2012
- About one quarter purchasing athlete-endorsed clothing or footwear
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- Figure 52: Attitudes toward endorsed product purchases, by generation, February 2012
Sports Fan Interactions
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- Key points
- Sports fans tend to interact in person
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- Figure 53: Methods of interaction with other sports fans, February 2012
- Social media interactions most popular among younger fans
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- Figure 54: Interacting with sports fans through social media, by age, February 2012
- More than half view sports viewership as a social activity for the home
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- Figure 55: Attitudes toward venues for watching sports events, February 2012
Sports Advertising
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- Key points
- Most accept, but not informed by, game-time advertising
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- Figure 56: Attitudes toward sports Advertising, by gender and generation, February 2012
- Broadcast and venue advertising not driving purchases
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- Figure 57: Purchases made based on sports game advertising, by generation and region, February 2012
Impact of Race and Hispanic Origin
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- Key points
- Basketball a sport of choice among young Hispanics
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- Figure 58: Sports viewership and listening, by Hispanic origin and age groups, February 2012
- Figure 59: NBA Éne-bé-a website, May 2012
- More non-whites wearing branded apparel regardless of team allegiance
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- Figure 60: Opinions about wearing sports clothing, by race and Hispanic origin, February 2012
- Hispanics getting sports information online
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- Figure 61: Use of the internet/websites to catch up on sports, by Hispanic origin, February 2012
- More Asians interacting with sports fans often through every medium
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- Figure 62: Methods of interaction with other sports fans, by race and Hispanic origin, February 2012
- Black sports fans the most receptive to game-time advertising
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- Figure 63: Attitudes toward sports advertising, by race/Hispanic origin, February 2012
Custom Consumer Groups—Parents and Non-parents
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- Key points
- Sports viewing and listening are family-centric activities
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- Figure 64: Sports viewership and listening, by parental status and presence of children in household, February 2012
- Parents and kids bonding over allegiance to sports teams
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- Figure 65: Opinions about wearing team-branded sports clothing, by parental status and presence of children in household, February 2012
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- Figure 66: Changes to sports clothing resulting in more frequent wear, by gender and presence of children in household, February 2012
- Parents making sports purchases of all kinds, attentive to endorsements
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- Figure 67: Sporting-related product purchases, by parental status and presence of children in household, February 2012
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- Figure 68: Attitudes toward endorsed product purchases, by parental status and presence of children in household, February 2012
- Parents going online for sports information
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- Figure 69: Methods of catching up on sports, by parental status and presence of children in household, February 2012
Appendix—Other Useful Consumer Tables
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- Sports viewership and listening
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- Figure 70: Sports viewership and listening, by gender, February 2012
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- Figure 71: Methods of catching up on sports, by number of times per week, February 2012
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- Figure 72: Methods of catching up on sports, by frequency per week, February 2012
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- Figure 73: Sports viewership and listening, by gender and presence of children in household, February 2012
- Opinions about sports clothing
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- Figure 74: Opinions about wearing team-branded sports clothing, by household income, February 2012
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- Figure 75: Changes to sports clothing resulting in more frequent wear, by opinions about wearing sports team-branded clothing, February 2012
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- Figure 76: Opinions about wearing sports clothing, by Hispanic origin and age groups, February 2012
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- Figure 77: Opinions about wearing sports team-branded clothing, by presence and number of children in household, February 2012
- Sports-related purchases
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- Figure 78: Attitudes toward watching the Olympic games, February 2012
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- Figure 79: Sporting-related product purchases in the past 12 months, by household income, February 2012
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- Figure 80: Sporting-related product purchases in the past 12 months, by race/Hispanic origin, February 2012
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- Figure 81: Sporting-related product purchases in the past 12 months, by gender and presence of children in household, February 2012
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- Figure 82: Sporting-related product purchases in the past 12 months, by marital status and presence of children in household, February 2012
- Sports fan interactions
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- Figure 83: Methods of interaction with other sports fans, by number of times per week, February 2012
- Sports advertising
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- Figure 84: Attitudes toward sporting events and athletes, February 2012
Appendix—Trade Associations
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