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 Premier League and Football League club revenues, 2008/09-2018/19
- Top-flight broadcast rights push revenues towards £4 billion mark
- Financial Fair Play widens commercial goalposts
- Market drivers
- Football the UK’s league leader in sport
- Web steps up as a football viewing platform
- Market segmentation
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- Figure 2: Premier League clubs’ revenue mix, 2011/12
- Broadcast segment moves to majority share
- Commercial income to move further ahead of matchday
- The consumer
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- Figure 3: Frequency of attending live football matches, August 2013
- Lower-league spectators most free to pick and choose their matches
- Fans manage multimedia, with social key for the young
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- Figure 4: Attitudes towards favourite football clubs, August 2013
- Segmenting market makes fan engagement more complicated than it looks
- What we think
Issues in the Market
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- How can clubs convert occasionals to regulars?
- Will pub viewing have a good World Cup year?
- Can connected stadia transform the matchday experience?
- What does ‘fan engagement’ really mean?
Trend Application
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- Trend: Click and Connect
- Trend: Prove It
- Mintel futures trends: Brand Intervention
Market Drivers
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- Key points
- A large minority interest
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- Figure 5: Interest in Premier League football, 2013
- Still a man’s game
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- Figure 6: Interest in Premier League football, by gender, 2013
- Rules of ticket pricing follow laws of supply and demand
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- Figure 7: Premier League clubs’ adult season ticket prices, 2012/13 and 2013/14
- Connected stadia to be data-driven
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- Figure 8: Capital expenditure in football stadia/facilities, by division, 2002/03-2011/12
- BT provides new opponent for BSkyB
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- Figure 9: Premier League television audiences, 2009/10-2011/12
- Web steps up as viewing platform
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- Figure 10: Ownership of smartphones and tablet computers, by age, May 2013
- Fans like clubs on Facebook, but players trend on Twitter
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- Figure 11: Most liked Premier League clubs and players on Facebook, September 2013
- Figure 12: Most followed Premier League clubs and players on Twitter, September 2013
- Football an increasingly good bet for bookies
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- Figure 13: Consumer expenditure* on football betting, 2010/11-2012/13
- Clubs offer more to earn more under Financial Fair Play
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- Figure 14: Anticipated compliance with Financial Fair Play regulations (% of clubs) in 2013/14 season
Who’s Innovating?
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- Key points
- Cost of away days covers up the camaraderie angle
- Instant tweeplays
- Football’s youth development programmes
- Online pay-per-view opens a whole world of revenue opportunities
- Stories of the Blues
- Wireless investments worth most over longer term
- Augmented reality blends old with the new
- Cameras get close up and personal
Market Size and Forecast
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- Key points
- Market kicks on as new Premier League broadcast deal kicks in
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- Figure 15: Income and attendances of Premier League and Football League clubs, 2008/09-2018/19
- Forecast
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- Figure 16: Forecast of Premier League and Football League club revenues, 2008/09-2018/19
- Forecast methodology
Segment Performance
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- Key points
- Balance of revenues tilts further towards TV
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- Figure 17: Premier League clubs’ revenue mix, 2007/08-2011/12
- Broadcast bidding a highly competitive sport
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- Figure 18: Broadcast share of Premier League clubs’ revenue mix, 2004/05-2013/14
- Match volumes drive seat values in matchday segment
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- Figure 19: Selected Premier League clubs’ average revenue per seat, 2010/11-2011/12
- Shirt fronts remain football’s prime real estate
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- Figure 20: Premier League clubs’ shirt sponsorship income, 2009/10-2013/14
Market Share
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- Key points
- Top flight in a revenue league of its own
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- Figure 21: English football revenues, by division, 2007/08-2011/12
- More than a game needed to bridge the revenue gap?
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- Figure 22: Premier League clubs’ revenue shares, 2011/12
Companies and Products
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- Key points
- Manchester City rise off the field as well as on it
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- Figure 23: Premiership clubs’ revenues, on-field performance and average attendances, 2011/12 and 2012/13
- Manchester United
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- Figure 24: On-field performance, Manchester United, 2007/08-2012/13
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- Figure 25: Key financial indicators, Manchester United, 2007/08-2011/12
- Chelsea
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- Figure 26: On-field performance, Chelsea, 2007/08-2012/13
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- Figure 27: Key financial indicators, Chelsea, 2007/08-2012/13
- Arsenal
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- Figure 28: On-field performance, Arsenal, 2007/08-2012/13
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- Figure 29: Key financial indicators, Arsenal, 2007/08-2012/13
- Liverpool
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- Figure 30: On-field performance, Liverpool, 2007/08-2012/13
- Figure 31: Key financial indicators, Liverpool, 2007/08-2012/13
- Tottenham Hotspur
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- Figure 32: On-field performance, Tottenham Hotspur, 2007/08-2012/13
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- Figure 33: Key financial indicators, Tottenham Hotspur, 2007/08-2012/13
- Manchester City
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- Figure 34: On-field performance, Manchester City, 2007/08-2012/13
- Figure 35: Key financial indicators, Manchester City, 2007/08-2012/13
Experience of Live Football
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- Key points
- Spare capacity makes lower league tickets an easier impulse buy
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- Figure 36: Frequency of attending live football matches, August 2013
- Closing the gender gap a seasonal challenge
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- Figure 37: Regular and occasional attendance at Premier League and other professional football matches, by gender, August 2013
- Premier League loans fans as well as players
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- Figure 38: Crossover attendance between Premier League and other professional leagues, 2011-13
Football Attendance Intentions
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- Key points
- Match-going fans prove creatures of habit
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- Figure 39: Football match attendance intentions, August 2013
- Squeezed middle retreats to the pub
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- Figure 40: Intention to cut back on football match attendance, by gross household income and financial situation, August 2013
Following Football via Media
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- Key points
- Segmenting supporters by reading habits
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- Figure 41: Following football by media, August 2013
- Young fans go social for football news
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- Figure 42: Weekly or more frequent following of football via selected media, August 2013
- Away day value could await in the pub
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- Figure 43: Live televised football viewing, by match attendance, August 2013
- Fans happy to bring on media blitz
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- Figure 44: Repertoire of media used to follow football, August 2013
Football Following Habits
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- Key points
- Non-attendance a difficult habit to break
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- Figure 45: Football following intentions, August 2013
- Women prove key players in the children’s segment
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- Figure 46: Selected football following intentions, by gender, August 2013
- Mobile still mainly for the most committed
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- Figure 47: Intention to download/use mobile phone football apps, by intention to purchase team merchandise for self, August 2013
- Pub football bigger than the international game
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- Figure 48: Intention to watch live football in a pub/bar, by football match attendance, August 2013
The Matchday Experience
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- Key points
- Cost of admission a bigger concern than cost of access
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- Figure 49: Most popular potential enhancements to the live matchday experience, August 2013
- Food and drink offers still trail the high street
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- Figure 50: Interest in food and drink enhancements to the matchday experience, by socio-economic grade, August 2013
- Cost-value balance can tip more women towards attendance
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- Figure 51: Popularity of potential enhancements to the live matchday experience, by gender, August 2013
Targeting Lapsed Spectators
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- Key points
- Free-to-access media now home to priced-out fans
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- Figure 52: Most popular incentives to resuming football match attendance, August 2013
- Cash for access: Lapsed fans ready to pay for convenience
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- Figure 53: Interest in matchday enhancements among lapsed match-goers, by motivations to resume attendance, August 2013
- In-stadium betting still a comparatively long shot
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- Figure 54: Interest among lapsed match-goers in betting in-play via smartphone at a football match, by media engagement with football, August 2013
Football Fan Engagement
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- Key points
- Are emotional investments taking a hit?
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- Figure 55: Attitudes towards favourite football clubs, August 2013
- More clubs to benefit from playing the entertainer?
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- Figure 56: Attitudes towards favourite football clubs, by interest in style of play, August 2013
- Fans find clubs ready to listen
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- Figure 57: Agreement with the statement ‘My club is interested in the views of its fans’, by age and gross household income, August 2013
Appendix – Market Size and Forecast
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- Figure 58: Forecast of English professional football club revenues, 2013/14-2018/19
- Figure 59: Forecast of English professional football club attendances, 2013/14-2018/19
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Appendix – Experience of Live Football
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- Figure 60: Frequency of attending Barclays Premier League football matches, by demographics, August 2013
- Figure 61: Frequency of attending other professional football matches, by demographics, August 2013
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- Figure 62: Frequency of attending amateur/semi-professional football matches, by demographics, August 2013
- Figure 63: Frequency of attending international football matches, by demographics, August 2013
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- Figure 64: Frequency of attending live football matches, by past-year attendance of other types of live football matches, August 2013
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Appendix – Football Attendance Intentions
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- Figure 65: Football match attendance intentions, by demographics, August 2013
- Figure 66: Football match attendance intentions, by past-year attendance of live football matches, August 2013
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Appendix – Following Football via Media
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- Figure 67: Reading about football in newspapers/magazines, by demographics, August 2013
- Figure 68: Reading about football/watching video clips online, by demographics, August 2013
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- Figure 69: Watching live football on TV at home on a subscription channel, by demographics, August 2013
- Figure 70: Watching live football on TV at home on a non-subscription channel, by demographics, August 2013
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- Figure 71: Reading/posting about football on social media, message boards, blogs etc, by demographics, August 2013
- Figure 72: Listening to live football on the radio, by demographics, August 2013
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- Figure 73: Watching live football on TV in a pub/bar, by demographics, August 2013
- Figure 74: Watching football live on the internet, by demographics, August 2013
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- Figure 75: Reading/posting about football on social media, message board, blog etc, by social media user demographics, August 2013
- Figure 76: Methods of following football by media, by most popular other methods of following football by media, August 2013
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- Figure 77: Methods of following football by media, by next most popular other methods of following football by media, August 2013
- Figure 78: Following football by social media, by most popular other methods of following football by media, August 2013
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- Figure 79: Following football by social media, by next most popular other methods of following football by media, August 2013
- Figure 80: Following football by media, by past-year attendance of live football matches, August 2013
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- Figure 81: Following football by social media, by past-year attendance of live football matches, August 2013
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Appendix – Football Following Habits
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- Figure 82: Most popular football following intentions, by demographics, August 2013
- Figure 83: Next most popular football following intentions, by demographics, August 2013
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- Figure 84: Football following intentions, by football following intentions, August 2013
- Figure 85: Football following intentions, by football following intentions among non-match-goers, August 2013
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- Figure 86: Football following intentions, by past-year attendance of live football matches, August 2013
- Figure 87: Football following intentions, by most popular methods of following football by media, August 2013
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- Figure 88: Football following intentions, by next most popular methods of following football by media, August 2013
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Appendix – The Matchday Experience
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- Figure 89: Most popular potential enhancements to the live matchday experience, by demographics, August 2013
- Figure 90: Next most popular potential enhancements to the live matchday experience, by demographics, August°2013
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- Figure 91: Interest in potential enhancements to the live matchday experience, by most popular potential enhancements to the live matchday experience, August 2013
- Figure 92: Interest in potential enhancements to the live matchday experience, by next most popular potential enhancements to the live matchday experience, August 2013
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- Figure 93: Interest in popular potential enhancements to the live matchday experience, by past-year attendance of live football matches, August 2013
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Appendix – Targeting Lapsed Spectators
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- Figure 94: Most popular incentives to resuming football match attendance, by demographics, August 2013
- Figure 95: Next most popular incentives to resuming football match attendance, by demographics, August 2013
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- Figure 96: Most popular incentives to resuming football match attendance, by most popular incentives to resuming football match attendance, August 2013
- Figure 97: Most popular incentives to resuming football match attendance, by most popular methods of following football by media, August 2013
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- Figure 98: Most popular incentives to resuming football match attendance, by next most popular methods of following football by media, August 2013
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Appendix – Football Fan Engagement
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- Figure 99: Fans of club football teams, August 2013
- Figure 100: Fans of club football teams, by demographics, August 2013
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- Figure 101: Most popular attitudes towards favourite football clubs, by demographics, August 2013
- Figure 102: Next most popular attitudes towards favourite football clubs, by demographics, August 2013
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- Figure 103: Attitudes towards favourite football clubs, by most popular attitudes towards favourite football clubs, August 2013
- Figure 104: Attitudes towards favourite football clubs, by next most popular attitudes towards favourite football clubs, August 2013
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- Figure 105: Attitudes towards favourite football clubs, by past-year attendance of live football matches, August 2013
- Figure 106: Attitudes towards favourite football clubs, by most popular methods of following football by media, August 2013
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- Figure 107: Attitudes towards favourite football clubs, by next most popular methods of following football by media, August 2013
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