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
- Terms
Executive Summary
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- Sports merchandise and ticket sales
- Apparel accounts for largest share of sports licensed merchandise retail sales
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- Figure 1: Share of retail sales of sports licensed merchandise, U.S. and Canada, 2011
- Professional baseball selling the most in merchandise
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- Figure 2: Share of retail sales of licensed sports merchandise by league, U.S. and Canada, 2011
- Baseball also selling the most game tickets
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- Figure 3: Total annual ticket sales at selected regular-season professional sporting events, by league, 2012
- Market factors
- Declining household income leaves less money for sports-related spending
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- Figure 4: Median household income in inflation-adjusted dollars, 2001-11
- Yet, confidence in the economy may lead them to spend regardless
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- Figure 5: U.S. consumer sentiment, February 1978-2013
- Rising ticket cost and merchandise prices make items available to fewer fans
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- Figure 6: Average game ticket prices, by professional sports league, 2006-11
- The consumer
- Consumers are ready for some football
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- Figure 7: Sports viewership and listening, August 2011-12
- For sports fans, the TV is key…
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- Figure 8: What a sports fan has to do and what is personally done, December 2012
- …and, there’s no place like home
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- Figure 9: Preferences for watching or listening to professional sports at home vs. in person, December 2012
- Sports merchandise spending, game attendance relatively steady
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- Figure 10: Spending on sports merchandise and attendance at professional sporting events compared to 12 months ago, December 2012
- More women drawn to sports stadium, service enhancements
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- Figure 11: Professional sports stadium and service enhancements that would increase event attendance, by gender, December 2012
- Parents comprise an ideal target for professional sports merchandise
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- Figure 12: Purchase of professional-sports-related merchandise in the last 12 months, by presence of children in household, December 2012
- In sports viewership, the more the merrier
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- Figure 13: Opinions about professional sports, by preference to view alone vs. with others, December 2012
- Fans need an incentive to watch game time advertising
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- Figure 14: Opinions about game time advertising, December 2012
- What we think
Issues in the Market
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- Is game attendance taking less priority in defining a sports fan?
- Are there better ways to show game time ads?
- What is the best way to draw more women to view professional sports?
Insights and Opportunities
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- More all-encompassing live event packages
- Split-screen technology for sports games and advertising
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- Figure 15: Sky Sports split-screen racing coverage for iPad, July 2012
Trend Application
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- Trend: Access All Areas
- Trend: The Unfairer Sex
- Mintel Futures: Brand Intervention
Professional Sports Merchandise and Ticket Sales
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- Key points
- Apparel tops North American licensed sports merchandise sales
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- Figure 16: Retail sales of sports licensed merchandise, U.S. and Canada, 2011
- Baseball merchandise has the most draw
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- Figure 17: Retail sales of licensed sports merchandise by league, U.S. and Canada, 2011
- MLB also leads in professional league ticket sales
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- Figure 18: Total annual ticket sales at selected regular-season professional sporting events, by league, 2007-12
- Insight: Ticket sales may not reflect actual game attendance
Market Drivers
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- Key points
- Household incomes decline, leaving less money for spending on sports
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- Figure 19: Median household income in inflation-adjusted dollars, 2001-11
- Consumer confidence contributes to sports expenditures
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- Figure 20: U.S. consumer sentiment, February 1978-2013
- Sports merchandise, ticket prices have increased, may be out of reach
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- Figure 21: Average game ticket prices, by professional sports league, 2006-11
- Figure 22: Average NFL stadium concession and merchandise prices, September 2011-12
Innovations and Innovators
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- Overview
- Professional basketball attempts to open doors to more fans
- “Hoop Troop” adds characters to make the NBA more appealing to kids
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- Figure 23: NBA “Hoop Troop” characters, November 2012
- Washington Wizards have new ticket deals to make games more affordable
- Zeebox can make watching sports an interactive on-screen experience
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- Figure 24: Zeebox NHL coverage, Montreal Canadiens at Boston Bruins, March 3, 2013
- Sports social media hubs inspiring event center innovation
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- Figure 25: New Jersey Devils’ “Mission Control” social media hub, February 2013
Marketing Strategies and Initiatives
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- Overview
- Sports leagues, brands doing more to reach women
- NFL women’s apparel campaign
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- Figure 26: NFL “It’s My Team” women’s apparel campaign ad featuring Condoleezza Rice, August 2012
- Under Armour women’s marketing campaign
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- Figure 27: Under Armour “No Matter What, Sweat Every Day” ad, October 2012
- Promotions for special sporting events may increase sports following
- Olympics
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- Figure 28: Olympics “Let The Games Begin,” TV ad, June 2012
- Super Bowl
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- Figure 29: CBS Sports Network “It’s Super Time,” TV ad, January 2013
- FIFA World Cup
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- Figure 30: FIFA World Cup “Changing Lives,” TV ad, August 2012
- PGA Championship Tour
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- Figure 31: PGA “Next Year’s History,” TV ad, September 2012
- Stars still a key to increasing enthusiasm for professional sports
- NFL
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- Figure 32: NFL football parents TV ad, August 2012
- PGA
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- Figure 33: PGA “Bright Star,” TV ad, July 2012
Mintel Categorizes Four Types of Sports Fans
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- Segmentation definitions and overview
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- Figure 34: Sports fan segments, December 2012
- Key points
- The most engaged sports fans tend to be younger, but older fans active
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- Figure 35: Sports fan segments, by Millennials and non-Millennials, December 2012
- Gender may better predict consumers’ interest in professional sports
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- Figure 36: Sports fan segments, by gender, December 2012
- Marketers targeting sports fans should look to parents
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- Figure 37: Sports fan segments, by presence of children in household, December 2012
- Income is a factor in following professional sports
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- Figure 38: Sports fan segments, by household income, December 2012
Professional Sports Viewership and Listening
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- Key points
- Football the most popular professional sport
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- Figure 39: Sports viewership and listening, July 2007-June 2012
- Men more likely to tune in to all professional sports
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- Figure 40: Sports viewership and listening, by gender, April 2011-June 2012
- Most watching sports on basic TV, more women use premium channels
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- Figure 41: Watching professional sports on premium channels vs. basic packages, by gender, December 2012
- More men watching each sports network
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- Figure 42: Cable sports television networks viewed in the last 7 days, by gender, April 2011-June 2012
- In network selection, versatility matters
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- Figure 43: WatchESPN “Clutch at the Office” TV ad, February 2013
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- Figure 44: Spanish-language sports cable networks (Net of Gol TV or Fox Deportes or ESPN Deportes), by gender, April 2011-June 2012
Defining Fans of Professional Sports
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- Key points
- TV viewership the key to being a fan of professional sports
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- Figure 45: What a sports fan has to do and what is personally done, December 2012
- Young adults taking a more social approach to sports viewership
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- Figure 46: What sports-related activities are personally done, by Millennials and non-Millennials, December 2012
- Super Fans most likely to focus on live game attendance, merchandise
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- Figure 47: What sports-related activities are personally done, by sports fan segments, December 2012
- More men engaged in all sports fan activities
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- Figure 48: What sports-related activities are personally done, by gender, December 2012
Preferences for Tuning in to Professional Sports
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- Key points
- Marketers may have an opportunity with in-home sports viewing events
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- Figure 49: Preferences for watching or listening to professional sports, December 2012
- Young sports fans may be more likely to attend games in person
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- Figure 50: Preferences for watching or listening to professional sports, by age, December 2012
- Super Fans are also more social sports viewers
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- Figure 51: Preferences for watching or listening to professional sports, by sports fan segments, December 2012
Changes in Merchandise Spending and Attendance
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- Key points
- Sports fans consistent in merchandise spending and event attendance
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- Figure 52: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, December 2012
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- Figure 53: Approaches to purchasing seats for live professional sporting events, December 2012
- Merchandise spending and attendance increases likely among parents
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- Figure 54: Spending on sports merchandise and attendance at professional sporting events compared to 12 months ago, by presence of children in household, December 2012
- More than half of Super Fans also spending, attending the same or more
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- Figure 55: Spending on sports merchandise and attendance at professional sporting events compared to 12 months ago, by Sports fan segments, December 2012
Sports Stadium and Service Enhancements
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- Key points
- Cheaper ticket prices key, but other factors may boost attendance
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- Figure 56: Professional sports stadium and service enhancements that would increase event attendance, December 2012
- Enhancements may encourage more women to attend games
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- Figure 57: Professional sports stadium and service enhancements that would increase event attendance, by gender, December 2012
- Super Fans the most inclined to favor enhancements
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- Figure 58: Professional sports stadium and service enhancements that would increase event attendance, by types of sports fans, December 2012
Professional Sports Merchandise Purchased
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- Key points
- Team-branded clothing the most popular merchandise purchase
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- Figure 59: Purchase of professional-sports-related merchandise in the last 12 months, December 2012
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- Figure 60: Purchase of professional-sports-related merchandise in the last 12 months, by gender and age, December 2012
- Parents more likely to buy all types of sports merchandise
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- Figure 61: Purchase of professional-sports-related merchandise in the last 12 months, by presence of children in household, December 2012
Opinions About Professional Sports
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- Key points
- Sports ticket costs may be too high, but they don’t dissuade interest
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- Figure 62: Opinions about professional sports, December 2012
- Social viewers may be more engaged with professional sports
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- Figure 63: Opinions about professional sports, by preference to view alone vs. with others, December 2012
- Sports following more about the team than the star
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- Figure 64: Reasons for following a professional sports team, December 2012
Opinions About Game Time Advertising
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- Key points
- Alternative pricing encourages sports fans to tolerate ads
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- Figure 65: Opinions about game time advertising, December 2012
- Youngest sports fans the most receptive to online ad innovations
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- Figure 66: Opinions about game time advertising, by age, December 2012
- Women more entertained by game time advertising
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- Figure 67: Opinions about game time advertising, by gender, December 2012
Impact of Race and Hispanic Origin
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- Key points
- Hispanics may be ideal target for online, in-stadium sports viewing
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- Figure 68: Defining the fan of professional sports – What is personally done, by race/Hispanic origin, December 2012
- Hispanics likely to spend more on merchandise, attend more events
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- Figure 69: Spending on sports merchandise and attendance at professional sporting events compared to 12 months ago, by race/Hispanic origin, December 2012
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- Figure 70: Professional sports stadium and service enhancements that would increase event attendance, by race/Hispanic origin, December 2012
- Race and Hispanic origin impact how fans follow sports
Appendix: Other Useful Consumer Tables
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- Mintel categorizes four types of sports fans
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- Figure 71: Sports fan segments, by age, December 2012
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- Figure 72: Sports fan segments, by gender and age, December 2012
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- Figure 73: Sports fan segments, by race/Hispanic origin, December 2012
- Professional sports viewership and listening
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- Figure 74: Watching professional sports on premium channels vs. basic packages, by age, December 2012
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- Figure 75: Watching professional sports on premium channels vs. basic packages, by gender and age, December 2012
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- Figure 76: Watching professional sports on premium channels vs. basic packages, by household income, December 2012
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- Figure 77: Preferences for following professional sports, by race/Hispanic origin, December 2012
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- Figure 78: Watching professional sports on premium channels vs. basic packages, by presence of children in household, December 2012
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- Figure 79: Watching professional sports on premium channels vs. basic packages, Millennials vs. non-Millennials, December 2012
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- Figure 80: Watching professional sports on premium channels vs. basic packages, by types of sports fans, December 2012
- Defining fans of professional sports
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- Figure 81: What a sports fan has to do, by gender, December 2012
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- Figure 82: What a sports fan has to do, by age, December 2012
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- Figure 83: What a sports fan has to do, by gender and age, December 2012
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- Figure 84: What a sports fan has to do, by household income, December 2012
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- Figure 85: What a sports fan has to do, by race/Hispanic origin, December 2012
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- Figure 86: What a sports fan has to do, by presence of children in household, December 2012
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- Figure 87: What a sports fan has to do, Millennials vs. non-Millennials, December 2012
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- Figure 88: What sports-related activities are personally done, by age, December 2012
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- Figure 89: What sports-related activities are personally done, by gender and age, December 2012
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- Figure 90: What sports-related activities are personally done, by household income, December 2012
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- Figure 91: What sports-related activities are personally done, by presence of children in household, December 2012
- Preferences for tuning in to professional sports
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- Figure 92: Preferences for watching or listening to professional sports, by gender, December 2012
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- Figure 93: Preferences for watching or listening to professional sports, by gender and age, December 2012
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- Figure 94: Preferences for watching or listening to professional sports, by household income, December 2012
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- Figure 95: Preferences for watching or listening to professional sports, by race/Hispanic origin, December 2012
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- Figure 96: Preferences for watching or listening to professional sports, by presence of children in household, December 2012
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- Figure 97: Preferences for watching or listening to professional sports, by Millennials and non-Millennials, December 2012
- Changes in merchandise spending and attendance
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- Figure 98: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, by age, December 2012
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- Figure 99: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, by gender and age, December 2012
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- Figure 100: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, by household income, December 2012
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- Figure 101: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, Millennials vs. Non-Millennials, December 2012
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- Figure 102: Approaches to purchasing seats for live professional sporting events, by gender, December 2012
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- Figure 103: Approaches to purchasing seats for live professional sporting events, by age, December 2012
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- Figure 104: Approaches to purchasing seats for live professional sporting events, by gender and age, December 2012
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- Figure 105: Approaches to purchasing seats for live professional sporting events, by household income, December 2012
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- Figure 106: Approaches to purchasing seats for live professional sporting events, by race/Hispanic origin, December 2012
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- Figure 107: Approaches to purchasing seats for live professional sporting events, by presence of children in household, December 2012
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- Figure 108: Approaches to purchasing seats for live professional sporting events, by Millennials and non-Millennials, December 2012
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- Figure 109: Approaches to purchasing seats for live professional sporting events, by sports fan segments, December 2012
- Sports stadium and service enhancements
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- Figure 110: Professional sports stadium and service enhancements that would increase event attendance, by age, December 2012
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- Figure 111: Professional sports stadium and service enhancements that would increase event attendance, by gender and age, December 2012
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- Figure 112: Professional sports stadium and service enhancements that would increase event attendance, by household income, December 2012
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- Figure 113: Professional sports stadium and service enhancements that would increase event attendance, by presence of children in household, December 2012
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- Figure 114: Professional sports stadium and service enhancements that would increase event attendance, by Millennials and non-Millennials, December 2012
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- Figure 115: Professional sports stadium and service enhancements that would increase event attendance, by in-home vs. in person viewing preference, December 2012
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- Figure 116: Professional sports stadium and service enhancements that would increase event attendance, by preference to view alone vs. with others, December 2012
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- Figure 117: Professional sports stadium and service enhancements that would increase event attendance, by how spending on sports merchandise has changed compared to 12 months ago, December 2012
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- Figure 118: Professional sports stadium and service enhancements that would increase event attendance, by how professional sporting event attendance has changed compared to 12 months ago, December 2012
- Professional sports merchandise purchased
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- Figure 119: Purchase of professional-sports-related merchandise in the last 12 months, by gender, December 2012
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- Figure 120: Purchase of professional-sports-related merchandise in the last 12 months, by age, December 2012
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- Figure 121: Purchase of professional-sports-related merchandise in the last 12 months, by race/Hispanic origin, December 2012
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- Figure 122: Purchase of professional-sports-related merchandise in the last 12 months, by Millennials and non-Millennials, December 2012
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- Figure 123: Purchase of professional-sports-related merchandise in the last 12 months, by sports fan segments, December 2012
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- Figure 124: Purchase of professional-sports-related merchandise in the last 12 months, by how spending on sports merchandise has changed compared to 12 months ago, December 2012
- Opinions about professional sports
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- Figure 125: Opinions about professional sports, by gender, December 2012
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- Figure 126: Opinions about professional sports, by age, December 2012
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- Figure 127: Opinions about professional sports, by gender and age, December 2012
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- Figure 128: Opinions about professional sports, by household income, December 2012
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- Figure 129: Opinions about professional sports, by race/Hispanic origin, December 2012
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- Figure 130: Opinions about professional sports, by presence of children in household, December 2012
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- Figure 131: Opinions about professional sports, by Millennials and non-Millennials, December 2012
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- Figure 132: Opinions about professional sports, by sports fan segments, December 2012
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- Figure 133: Opinions about professional sports, by in-home vs. in person viewing preference, December 2012
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- Figure 134: Opinions about professional sports, by how spending on sports merchandise has changed compared to 12 months ago, December 2012
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- Figure 135: Reasons for following a professional sports team, by gender, December 2012
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- Figure 136: Reasons for following a professional sports team, by age, December 2012
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- Figure 137: Reasons for following a professional sports team, by gender and age, December 2012
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- Figure 138: Reasons for following a professional sports team, by household income, December 2012
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- Figure 139: Reasons for following a professional sports team, by race/Hispanic origin, December 2012
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- Figure 140: Reasons for following a professional sports team, by presence of children in household, December 2012
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- Figure 141: Reasons for following a professional sports team, Millennials vs. non-Millennials, December 2012
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- Figure 142: Reasons for following a professional sports team, by types of sports fans, December 2012
- Opinions about game time advertising
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- Figure 143: Opinions about game time advertising, by gender and age, December 2012
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- Figure 144: Opinions about game time advertising, by household income, December 2012
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- Figure 145: Opinions about game time advertising, by race/Hispanic origin, December 2012
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- Figure 146: Opinions about game time advertising, by presence of children in household, December 2012
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- Figure 147: Opinions about game time advertising, by Millennials and non-Millennials, December 2012
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- Figure 148: Opinions about game time advertising, by sports fan segments, December 2012
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- Figure 149: Opinions about game time advertising, by in-home vs. in person viewing preference, December 2012
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- Figure 150: Opinions about game time advertising, by preference to view alone vs. with others, December 2012
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- Figure 151: Opinions about game time advertising, by how spending on sports merchandise has changed compared to 12 months ago, December 2012
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- Figure 152: Opinions about game time advertising, by how professional sports event attendance has changed compared to 12 months ago, December 2012
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- Figure 153: Whether game time advertising is distracting or enjoyable, by gender, December 2012
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- Figure 154: Whether game time advertising is distracting or enjoyable, by age, December 2012
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- Figure 155: Whether game time advertising is distracting or enjoyable, by gender and age, December 2012
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- Figure 156: Whether game time advertising is distracting or enjoyable, by household income, December 2012
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- Figure 157: Whether game time advertising is distracting or enjoyable, by race/Hispanic origin, December 2012
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- Figure 158: Whether game time advertising is distracting or enjoyable, by presence of children in household, December 2012
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- Figure 159: Whether game time advertising is distracting or enjoyable, by Millennials and non-Millennials, December 2012
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- Figure 160: Whether game time advertising is distracting or enjoyable, by sports fan segments, December 2012
Appendix: Trade Associations
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