Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer expenditure on participation in sport, 2007-17
- Olympic anticipation drives playing numbers back to 30 million mark
- Consumer spending returns to growth
- Market factors
- Broader base of facility providers can reduce effects of public spending cuts
- Government policy shifts funding focus to youth
- Market segmentation
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- Figure 2: UK sports participation market volume* segments, 2008-12
- Regular play leads the way
- Quick, cheap and accessible – the fast food of growth sports
- The consumer
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- Figure 3: Sports played in the last six months, June 2012
- Others seek a slice of fitness sports’ appeal
- Families go outdoors as kids outgrow a game in the garden
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- Figure 4: Motivations for participation in sport, June 2012
- Can competitive sports move in on fitness turf?
- What we think
Issues in the Market
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- Are there enough places people can play?
- How can more people be encouraged to play more often?
- Can government policy keep teens in the game?
- How can the entrenched barrier of cost be overcome?
- Is technology an enemy or a friend?
Trend Application
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- Trend: Click and Connect
- Trend: Prepare for the Worst
- 2015: Brand Intervention
Market Drivers
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- Key points
- Investment gives venues with one hand, spending cuts take with the other
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- Figure 5: Public leisure centre and private health and fitness club facilities, 2006-11
- Free play can go beyond streets and parks
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- Figure 6: Average expenditure at UK leisure centres, per admission, 2006-11
- Common ground to help clubs shore up member base
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- Figure 7: Trends in sports club membership, 2008-12
- Sports Makers can become a key London legacy
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- Figure 8: Volunteering in sport, 2007-11
- School sport focus in period of transition
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- Figure 9: Schools registered for School Games, by region, 2012
- New strategy targets youth disaffection
- Retail websites can advise as well as sell
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- Figure 10: Most popular sports websites, by category, May 2012
- Olympic legacy can defy pre-Games gloom
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- Figure 11: Agreement with the lifestyle statement ‘The London 2012 Olympics will have a positive effect on ordinary people’s lives’, by gender, 2010-12
- A habit worth holding on to
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- Figure 12: Leisure activities net spending trend* in past 12 months, by sector, October 2011
- Goals not dole?
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- Figure 13: Unemployment, by gender, 2007-17
- Sport can help sugar the weight-loss pill
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- Figure 14: Trends in obesity, by gender, 2008-12
- Women inspired by the Olympics?
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- Figure 15: Women’s participation in moderate intensity sport, at least one 30-minute session per week, 2005/06-2011/12
- Playing for longer at lower intensities
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- Figure 16: Trends in the age structure of the UK population, by gender, 2007-17
- Weekday participants keep one eye on the clock
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- Figure 17: Trends in working hours and leisure time, 2008-12
- Smartphone growth putting sport in players’ pockets
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- Figure 18: Mobile phone penetration among UK adults, by type of handset, January-March 2012
Competitive Context
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- Key points
- Few television adverts for playing sport
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- Figure 19: Most popular participation, TV and spectator sports, 2012
- Participation sector quick to recover lost ground
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- Figure 20: Value of the UK out-of-home leisure* industry, by segment, 2006-11
Who’s Innovating?
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- Key analysis
- Pop-ups need to stay up
- Culture clubs
- Training with the stars
- Computer as coach
- Fitter via Twitter
- Increasing the cost of inactivity
Market Size and Forecast
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- Key points
- Sport still a mass participation event
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- Figure 21: Number of adults aged 15+ participating in sport, 2008-12
- More regular players – but still a small minority
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- Figure 22: Participation in at least 30 minutes of moderate-intensity sport at least three times a week, 2007/08-2011/12
- Consumer spending moves up a gear
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- Figure 23: Consumer expenditure on participation* in sport, 2007-17
- Forecast
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- Figure 24: Forecast of consumer expenditure on sports participation, 2006/07-2016/17
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- Figure 25: Forecast of number of regular* sports participants, 2006/07-2016/17
- Forecast methodology
Segment Performance
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- Key points
- Olympics offer an occasional opportunity
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- Figure 26: Regular and occasional participation* in sport, 2008-12
- Doorstep sports call on more participants
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- Figure 27: Participation in individual sports, 2007/08-2011/12
Governing Bodies
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- Figure 28: National governing bodies of most popular UK participation sports*, April 2012
- Amateur Swimming Association
- Funding
- Participation initiatives
- The Football Association
- Funding
- Participation initiatives
- UK Athletics
- Funding
- Participation initiatives
- British Cycling
- Funding
- Participation initiatives
- The R&A
- Funding
- Participation initiatives
- Badminton England
- Funding
- Participation initiatives
- Lawn Tennis Association
- Funding
- Participation initiatives
- British Equestrian Federation
- Funding
- Participation Initiatives
- England Squash and Racketball
- Funding
- Participation initiatives
- Bowls England
- Funding
- Participation initiatives
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Sports Most Played
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- Key points
- Team and racquet sports take a leaf from fitness activities’ book
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- Figure 29: Sports played, June 2012
- New shared interests when kids outgrow the family garden kickabout
- Squeezed middle market feeling the pinch
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- Figure 30: Number of sports played in the last six months, June 2011-June 2012
- Stay in school, stay in sport
Frequency of Participation in Sport
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- Key points
- Fitness-seekers recognise regular play delivers results
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- Figure 31: Frequency of participation in sport, June 2012
- New varieties of fitness focus to put racquet sports on the rise
Motivations for Participation in Sport
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- Key points
- Team sports can muscle in with a new fitness offer...
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- Figure 32: Motivations for playing sport, June 2012
- ... while fitness sports bring in an occasional competitive edge
Barriers to Participation in Sport
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- Key points
- Time tops money in stopping us play more sport
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- Figure 33: Barriers to participation in sport, June 2012
- It’s not the taking part that costs
- Teaming up teens to look and feel good
- Athlete austerity an antidote to Premiership bling
Incentives to Participation in Sport
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- Key points
- Health benefits of sport in no doubt
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- Figure 34: Drivers of interest in playing sport, June 2012
- Cost concerns unite parents and kids
- Social media allows sports to reach to key viewing groups
- Twentysomethings seek sporting friends – but not in the club bar?
Sports Participation Target Groups
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- Key points
- Target groups
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- Figure 35: Sports participation target groups, June 2012
- Low-Impacters (30% of sample)
- What do they think and do?
- Who are they?
- Holiday Players (23% of sample)
- What do they think and do?
- Who are they?
- Paddlers (21% of sample)
- What do they think and do?
- Who are they?
- Superstars (26% of sample)
- What do they think and do?
- Who are they?
Appendix: Internal Market Environment
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- Figure 36: Most popular sports media websites, May 2012
- Figure 37: Most popular sports retail websites, May 2012
- Figure 38: Most popular participation sports websites, May 2012
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Appendix: Market Size and Forecast
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- Figure 39: Forecast of consumer expenditure on participation in sport, 2012-2017
- Figure 40: Forecast of number of regular* sports participants, 2012-2017
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Appendix: Sports Most Played
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- Figure 41: Sports most played, June 2011 – June 2012
- Figure 42: Most popular sports played, by demographics, June 2012
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- Figure 43: Next most popular sports played, by demographics, June 2012
- Figure 44: Other sports played, by demographics, June 2012
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- Figure 45: Least popular sports played, by demographics, June 2012
- Figure 46: Number of sports played, by demographics, June 2012
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Appendix: Motivations for Participation in Sport
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- Figure 47: Motivations for playing sport, by motivations for playing sport, June 2012
- Figure 48: Motivations for playing sport, by most popular sports played, June 2012
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- Figure 49: Motivations for playing sport, by next most popular sports played, June 2012
- Figure 50: Motivations for playing sport, by other sports played, June 2012
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- Figure 51: Motivations for playing sport, by least popular sports played, June 2012
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Appendix: Barriers to Participation in Sport
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- Figure 52: Most common barriers to participation in sport, by demographics, June 2012
- Figure 53: Next most common barriers to participation in sport, by demographics, June 2012
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- Figure 54: Barriers to participation in sport, by most common barriers to participation in sport, June 2012
- Figure 55: Barriers to participation in sport, by next most common barriers to participation in sport, June 2012
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- Figure 56: Barriers to participation in sport, by other barriers to participation in sport, June 2012
- Figure 57: Barriers to participation in sport, by most popular sports played, June 2012
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- Figure 58: Barriers to participation in sport, by next most popular sports played, June 2012
- Figure 59: Barriers to participation in sport, by popular sports played, June 2012
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- Figure 60: Barriers to participation in sport, by other sports played, June 2012
- Figure 61: Barriers to participation in sport, by least popular sports played, June 2012
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Appendix: Incentives to Participation in Sport
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- Figure 62: Agreement with the statements ‘Playing sport is a good way of keeping fit and/or losing weight’ and ‘I have been inspired to take up a particular sport after watching it on television’, by demographics, June 2012
- Figure 63: Agreement with the statements ‘I am interested in trying out a sport because of the Olympics’ and ‘Public sports facilities should be free to use’, by demographics, June 2012
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- Figure 64: Agreement with the statements ‘I would welcome more opportunities to play sport as a family’ and ‘Playing sport is a good way to make new friends’, by demographics, June 2012
- Figure 65: Agreement with the statements ‘I would enjoy my sport more if I had some coaching to improve my skill level’ and ‘Playing sport is a good way to relieve stress’, by demographics, June 2012
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- Figure 66: Agreement with the statements ‘I would like to have more information about opportunities to play sport near where I live’ and ‘I find it easier to stick with a sport when I play in an organised group’, by demographics, June 2012
- Figure 67: Agreement with the statements ‘Sports clubs could do more to help new members get the most out of them’, by demographics, June 2012
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- Figure 68: Drivers of interest in participation in sport, by most popular drivers of interest in participation in sport, June 2012
- Figure 69: Drivers of interest in participation in sport, by next most popular drivers of interest in participation in sport, June 2012
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- Figure 70: Drivers of interest in participation in sport, by other drivers of interest in participation in sport, June 2012
- Figure 71: Drivers of interest in participation in sport, by most popular sports played, June 2012
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- Figure 72: Drivers of interest in participation in sport, by next most popular sports played, June 2012
- Figure 73: Drivers of interest in participation in sport, by popular sports played, June 2012
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- Figure 74: Drivers of interest in participation in sport, by other sports played, June 2012
- Figure 75: Drivers of interest in participation in sport, by other sports played, June 2012
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Appendix: Sports Participation Target Groups
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- Figure 76: Target groups, by demographics, June 2012
- Figure 77: Sports played, by target groups, June 2012
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- Figure 78: Motivations for playing sport, by target groups, June 2012
- Figure 79: Barriers to participation in sport, by target groups, June 2012
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- Figure 80: Drivers of interest in participation in sport, by target groups, June 2012
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