Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast of English professional football club revenues, 2006/07-2017/18
- Growth takes a break...
- ... before returning with another great leap forward
- Market drivers
- Domestic excitement builds on international interest
- Clubs price more flexibly as supporters feel the pinch
- Market segmentation
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- Figure 2: FAPL clubs revenue mix, 2010/11
- Television to cement its dominance of the FAPL mix
- Affluent advantaged in static attendance segment
- The consumer
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- Figure 3: Frequency of attending live football matches, July 2012
- Price and value offer lower league clubs a route to mass market appeal
- Fans trade down or go without
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- Figure 4: Methods of following football online, July 2012
- Tablets offer a new alternative screen for football viewing
- What we think
Issues in the Market
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- Is football now vulnerable to the economy?
- Are match tickets too expensive?
- How can the stadium experience be improved?
- What is the role of mobile in football’s marketing mix?
- Can tablets give the game a new viewing platform?
Future Opportunities
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- Trend: Let’s Make a Deal
- Trend: Access All Areas
- 2015: Access Anything, Anywhere
Market Drivers
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- Key points
- Football the winner in more competitive action
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- Figure 5: Interest in football, 2008-12
- Television still the sport’s biggest player...
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- Figure 6: Television football coverage, 2007-11
- ... but smallest audiences are the most valuable
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- Figure 7: BSkyB average live FA Premier League television audiences, 2007/08-2011/12
- Olympics disrupt fans’ pre-season online
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- Figure 8: FA Premier League football website traffic, September 2011-August 2012
- Ticketing becomes more flexible – even on price
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- Figure 9: FA Premier League adult season ticket prices, 2012/13
- Stadium investment switching from bricks to technology
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- Figure 10: Capital expenditure on stadia/facilities, by division, 2001/02-2010/11
- Economic climate squeezes supporter spending
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- Figure 11: GFK NOP Consumer Confidence Index, January 1988-August 2012
- Financial Fair Play to open sponsorship rights inventories?
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- Figure 12: Acceptable deviation from break-even under UEFA Financial Fair Play regulations
- Premier League a bigger global draw than many of its members
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- Figure 13: FA Premier League television audience distribution, by continent, 2011/12
- Offering clubs a stake in the betting market
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- Figure 14: UK consumers’ expenditure* on football betting, 2009/10-2011/12
Who’s Innovating?
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- Key points
- Match programmes come to tablets
- The social stadium
- Same seat, different price
- High rate of interest in 0% loan deals
- Welcome stat-fans
- iTunes play(er)lists
- Designer Facebook apps
Market Size and Forecast
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- Key points
- Economic conditions keep revenues flat
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- Figure 15: Income and attendances of English professional football clubs, 2007/08-2017/18
- New TV deals to take FAPL to another level
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- Figure 16: Forecast of English professional football club revenues, 2006/07-2017/18
- Forecast methodology
Segment Performance
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- Key points
- Small screens expand their influence
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- Figure 17: FA Premier League clubs’ revenue mix, 2007/08-2010/11
- Affluence beats attendance for matchday spend per head
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- Figure 18: Selected FAPL clubs’ stadium capacities, matchday revenues and average revenue per seat, 2010/11
- Commercial potential points beyond the pitch
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- Figure 19: FA Premier League clubs’ shirt sponsorship income, 2010/11-2012/13
Market Share
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- Key points
- Lower leagues can look for share in other markets
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- Figure 20: English football revenues, by division, 2007/08-2010/11
- Fish where the fish are
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- Figure 21: Highest and lowest live FAPL television audiences, 2011/12
Companies and Products
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- Key points
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- Figure 22: Premiership clubs’ revenues, on-field performance and average attendances, 2010/11 and 2011/12
- Manchester United
- Background
- Recent performance
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- Figure 23: On-field performance, Manchester United FC, 2005/06-2011/12
- Financials
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- Figure 24: Key financial indicators, Manchester United FC, 2005/06-2010/11
- Commercial strategy
- Chelsea
- Background
- Recent performance
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- Figure 25: On-field performance, Chelsea FC, 2005/06-2011/12
- Financials
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- Figure 26: Key financial indicators, Chelsea FC, 2005/06-2010/11
- Commercial strategy
- Arsenal
- Background
- Recent performance
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- Figure 27: On-field performance, Arsenal FC, 2005/06-2011/12
- Financials
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- Figure 28: Key financial indicators, Arsenal FC, 2005/06-2010/11
- Commercial strategy
- Liverpool
- Background
- Recent performance
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- Figure 29: On-field performance, Liverpool FC, 2005/06-2011/12
- Financials
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- Figure 30: Key financial indicators, Liverpool FC, 2005/06-2010/11
- Commercial strategy
- Tottenham Hotspur
- Background
- Recent performance
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- Figure 31: On-field performance, Tottenham Hotspur FC, 2005/06-2011/12
- Financials
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- Figure 32: Key financial indicators, Tottenham Hotspur FC, 2005/06-2010/11
- Commercial strategy
- Manchester City
- Background
- Recent performance
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- Figure 33: On-field performance, Manchester City FC, 2005/06-2011/12
- Financials
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- Figure 34: Key financial indicators, Manchester City FC, 2005/06-2010/11
- Commercial strategy
Football Match Attendance
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- Key points
- Attendance cutbacks can grow the spectator pool
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- Figure 35: Frequency of attending live football matches, July 2012
- Variety and price the keys to raising regularity
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- Figure 36: Occasional and regular attendance at non-FAPL football matches, by gross household income, July 2012
- Cultivating grassroots fans to grow into the tiers above
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- Figure 37: Attendance of non-FAPL professional football matches, by attendance of other types of football match, July 2012
Football Purchases
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- Key points
- Fans cut back across the board
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- Figure 38: Football-related purchasing habits, July 2012
- Occasionals spend in-stadium, regulars buy elsewhere
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- Figure 39: Current or past purchasing of football-related products, by current attendance of FAPL and other professional football matches, July 2012
- Online services offer access to a new layer of fan dedication
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- Figure 40: Current or past purchasing of football-related products, by purchasing of sports tv or online football subscription, July 2012
Following Football via Media
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- Key points
- Viewers’ social outlook creates second-screen opportunity around TV
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- Figure 41: Methods of following football via media, July 2012
- Mobile devices can be alternative as well as a supplementary screens
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- Figure 42: Current usage of computers or mobile devices to watch, listen to or read about football, by size of household, July 2012
- Radio still talking to core fans
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- Figure 43: Current or past purchasing of football-related products, by current methods of following football via media, July 2012
Following Football Online
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- Key points
- Club and media websites run neck and neck
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- Figure 44: Methods of following football online, July 2012
- Younger mobile fans happier as spectators than players...
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- Figure 45: Football-related activities carried out via mobile phone in last 12 months, by age, July 2012
- ... while older tech-savvy groups prove more willing to buy
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- Figure 46: Football-related activities carried out via PC or laptop computer in last 12 months, by age, July 2012
Attitudes Towards Live Football
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- Key points
- Three in four think football too expensive
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- Figure 47: Attitudes towards live football, July 2012
- TV football a social glue that keeps maturing families together?
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- Figure 48: Agreement with the statement “A live football match on TV is a good occasion for socialising with family and/or friends”, by age of children in household, July 2012
- Tablets equipped to pass the mobile screen test
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- Figure 49: Perceptions of mobile phone and tablet screens as too small to watch football on, by gross household income, July 2012
Appendix: Market Size and Forecast
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- Figure 50: Forecast of English professional football club revenues, 2012/13-2017/18
- Figure 51: Forecast of English professional football club attendances, 2012/13-2017/18
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Appendix: Football Match Attendance
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- Figure 52: Frequency of attending Barclays Premier League football matches, by demographics, July 2012
- Figure 53: Frequency of attending other professional football matches, by demographics, July 2012
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- Figure 54: Frequency of attending amateur/semi-professional football matches, by demographics, July 2012
- Figure 55: Frequency of attending international football matches, by demographics, July 2012
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- Figure 56: Frequency of attending live football matches, by frequency of attending live football matches among current match-goers, July 2012
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Appendix: Football Purchasing
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- Figure 57: Purchasing of sports TV subscriptions, by demographics, July 2012
- Figure 58: Purchasing of single match tickets, by demographics, July 2012
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- Figure 59: Purchasing of food and/or drink at the ground, by demographics, July 2012
- Figure 60: Purchasing of adult replica shirt or other kit, by demographics, July 2012
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- Figure 61: Purchasing of other official merchandise, by demographics, July 2012
- Figure 62: Purchasing of children’s replica shirt or other kit, by demographics, July 2012
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- Figure 63: Purchasing of club/player/international team branded products, by demographics, July 2012
- Figure 64: Purchasing of mobile phone apps/wallpapers/ringtones etc, by demographics, July 2012
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- Figure 65: Purchasing of supporters club memberships, by demographics, July 2012
- Figure 66: purchasing of ‘match break’ packages, by demographics, July 2012
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- Figure 67: Purchasing of season tickets, by demographics, July 2012
- Figure 68: Purchasing of online football subscriptions, by demographics, July 2012
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- Figure 69: Purchasing of premium seat/package, by demographics, July 2012
- Figure 70: Purchasing of club credit card or other financial product, by demographics, July 2012
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- Figure 71: Sports TV subscription purchasing habits, by other football-related purchases, July 2012
- Figure 72: Single match ticket purchasing habits, by other football-related purchases, July 2012
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- Figure 73: Food and/or drink at the ground purchasing habits, by other by football-related purchases, July 2012
- Figure 74: Adult replica shirt or other kit purchasing habits, by other football-related purchases, July 2012
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- Figure 75: Other official merchandise purchasing habits, by other football-related purchases, July 2012
- Figure 76: Children’s replica shirt or other kit purchasing habits, by other football-related purchases, July 2012
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- Figure 77: Club/player/international team branded product purchasing habits, by other football-related purchases, July 2012
- Figure 78: Mobile phone app/wallpaper/ringtone etc purchasing habits, by other football-related purchases, July 2012
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- Figure 79: Supporters club membership purchasing habits, by other football-related purchases, July 2012
- Figure 80: Season ticket purchasing habits, by other football-related purchases, July 2012
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- Figure 81: Online subscription purchasing habits, by other football-related purchases, July 2012
- Figure 82: Premium seat/package purchasing habits, by other football-related purchases, July 2012
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- Figure 83: ‘Match break’ package purchasing habits, by other football-related purchases, July 2012
- Figure 84: Club credit card or other financial product purchasing habits, by other football-related purchases, July 2012
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- Figure 85: Football-related purchasing habits, by frequency of attending live football matches among current match-goers, July 2012
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Appendix: Following Football via Media
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- Figure 86: Watching televised football highlights, by demographics, July 2012
- Figure 87: Watching live football on free-to-air television in the home, by demographics, July 2012
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- Figure 88: Reading about football in newspapers/magazines, by demographics, July 2012
- Figure 89: Watching live football on a subscription TV channel in the home, by demographics, July 2012
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- Figure 90: Watching, listening to or reading about football on a computer or mobile device, by demographics, July 2012
- Figure 91: Watching live football in HD, by demographics, July 2012
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- Figure 92: Listening to live football on the radio, by demographics, July 2012
- Figure 93: Watching live football on TV in pubs/bars, by demographics, July 2012
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- Figure 94: Listening to football-related chat shows on the radio, by demographics, July 2012
- Figure 95: Watching live football in 3D, by demographics, July 2012
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- Figure 96: Football-related purchasing habits, by most popular current methods of following football via media, July 2012
- Figure 97: Football-related purchasing habits, by next most popular current methods of following football via media, July 2012
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Appendix: Following Football Online
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- Figure 98: Browsing general football-related websites, by demographics, July 2012
- Figure 99: Downloading football-related apps, by demographics, July 2012
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- Figure 100: Browsing club websites, by demographics, July 2012
- Figure 101: Reading/posting about football on message boards, blogs, social media etc, by demographics, July 2012
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- Figure 102: Watching football highlights/other video clips (free) online, by demographics, July 2012
- Figure 103: Listening to live football on online radio, by demographics, July 2012
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- Figure 104: Watching live football (free) online, by demographics, July 2012
- Figure 105: Watching football highlights/other video clips (paid for/as part of a subscription) online, by demographics, July 2012
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- Figure 106: Watching live football (paid for/as part of a subscription) online, by demographics, July 2012
- Figure 107: Listening to football-related podcasts, chat shows etc online, by demographics, July 2012
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- Figure 108: Buying football match tickets online, by demographics, July 2012
- Figure 109: Buying football-related merchandise online, by demographics, July 2012
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- Figure 110: Methods of following football online, by frequency of attending live football matches among current match-goers, July 2012
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Appendix: Following Football Online
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- Figure 111: Browsing general football-related websites, by demographics, July 2012
- Figure 112: Downloading football-related apps, by demographics, July 2012
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- Figure 113: Browsing club websites, by demographics, July 2012
- Figure 114: Reading/posting on message boards, blogs, social media etc, by demographics, July 2012
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- Figure 115: Watching highlights/other video clips (free), by demographics, July 2012
- Figure 116: Listening to live games on online radio, by demographics, July 2012
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- Figure 117: Watching games live (free), by demographics, July 2012
- Figure 118: Watching highlights/other video clips (paid for/as part of a subscription), by demographics, July 2012
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- Figure 119: Watching games live (paid for/as part of a subscription), by demographics, July 2012
- Figure 120: Listening to football-related podcasts, chat shows etc, by demographics, July 2012
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- Figure 121: Buying match tickets, by demographics, July 2012
- Figure 122: Buying football-related merchandise, by demographics, July 2012
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Appendix: Attitudes Towards Live Football
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- Figure 123: Most popular attitudes towards live football, by demographics, July 2012
- Figure 124: Next most popular attitudes towards live football, by demographics, July 2012
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- Figure 125: Attitudes towards live football, by most popular attitudes towards live football, July 2012
- Figure 126: Attitudes towards live football, by next most popular attitudes towards live football, July 2012
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- Figure 127: Attitudes towards live football, by frequency of attending live football matches among current match-goers, July 2012
- Figure 128: Attitudes towards live football, by most popular football-related purchases made, July 2012
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- Figure 129: Attitudes towards live football, by next most popular football-related purchases made, July 2012
- Figure 130: Attitudes towards live football, by other football-related purchases made, July 2012
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- Figure 131: Attitudes towards live football, by most popular current methods of following football via media, July 2012
- Figure 132: Attitudes towards live football, by next most popular current methods of following football via media, July 2012
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