Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of Premier League and Football League club revenues, 2009/10-2019/20
- Club revenues push through the £4 billion barrier
- Reliance on broadcasters set to increase
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- Figure 2: Premier League revenue mix, plus selected clubs, 2012/13
- Market drivers
- Public interest still on the rise
- Strong viewing figures for club game
- Companies, brands and innovation
- Premier League takes revenue share past 80%
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- Figure 3: Share of English professional football club revenues, by division, 2012/13
- The Consumer
- Half of adults support a club
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- Figure 4: Support for UK club football teams, September 2014
- Match attendance on the rise
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- Figure 5: Frequency of attending football matches, September 2014
- World Cup boosts free-to-air access, club game advances pay TV
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- Figure 6: Following football by media, September 2014
- World Cup sees start of shift in highlights viewing online
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- Figure 7: Methods of World Cup viewing
- Connected kiosks the future of stadium betting
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- Figure 8: Methods of betting on football
- Advertising overkill turns off core betting customers
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- Figure 9: Attitudes towards betting on football, September 2014
- Sponsors only here for the money?
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- Figure 10: Attitudes towards football sponsorship, September 2014
- What we think
Issues and Insights
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- What will the digital fan look like?
- The facts
- The implications
- Is the stadium a good bet for attracting sportsbook customers?
- The facts
- The implications
- Have we taken our eye off the sponsor’s ball
- The facts
- The implications
Trend Application
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- Trend: Extend my Brand
- Trend: Prove It
- Trend: Attention Economy
Market Drivers
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- Key points
- Game enjoys growing support
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- Figure 11: Interest in Premier League football, July-October 2014
- Core demographic still young, male and upscale
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- Figure 12: Interest in Premier League football, by gender, July-October 2014
- No sign of peace in the match ticket price war
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- Figure 13: Median single-match football ticket prices, by category and division, 2014/15
- Capital investment back on the increase
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- Figure 14: Capital investment by English professional football clubs, 1992/93-2012/13
- Strong debut for BT Sport
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- Figure 15: Premier League television audiences, 2010/11-2013/14
- Brands grow their own content for organic digital growth
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- Figure 16: Access to smartphones and tablet computers, June 2013-April 2014
- A new type of visibility on social media
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- Figure 17: Loops on Vine, by selected Premier League clubs, July-October 2014
- Football betting gets another World Cup boost
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- Figure 18: Consumer expenditure* on football betting, 2011/12-2013/14
- The world is watching
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- Figure 19: Premier League overseas television audiences and fan numbers, 2013/14
Who's Innovating?
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- Key points
- Sharing some local knowledge
- We’re not really here...
- Dial a drink
- Contactless – but connected
- Touchline dining
- Fans put their money where their heart is
- World Cup a social occasion for content curation
Market Size and Forecast
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- Key points
- Small screen writes big cheques
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- Figure 20: Income of Premier League and Football League clubs, 2009/10-2019/20
- Forecast
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- Figure 21: Forecast of Premier League and Football League club revenues, 2009/10-2019/20
- Forecast methodology
Segment Performance
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- Key points
- Only the top teams not glued to TV
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- Figure 22: Premier League revenue mix, plus selected clubs, 2012/13
- Broadcast rights market shows no sign of cooling
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- Figure 23: Value of Premier League television rights, 2001-16
- Matchday revenue about more than capacity
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- Figure 24: Matchday incomes of leading Premier League clubs, 2012/13
- Shirt sponsorships head towards £200 million mark
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- Figure 25: Premier League clubs’ shirt sponsorship income, 2010/11-2014/15
Market Share
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- Key points
- Further squeeze in prospect for lower leagues’ value share
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- Figure 26: Share of English professional club football revenues, by division, 2012/13
- Premier League attendances hit 64-year high
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- Figure 27: Share of English professional club football admissions, by division, 2013/14
Companies and Products
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- Key points
- A revenue tale of one city
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- Figure 28: Leading English football clubs, by revenue, 2012/13
- Manchester United
- Background
- Recent performance
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- Figure 29: On-field performance, Manchester United, 2008-09-2013/14
- Financials
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- Figure 30: Key financial indicators, Manchester United, 2008/09-2012/13
- Commercial strategy
- Manchester City
- Background
- Recent performance
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- Figure 31: On-field performance, Manchester City, 2008/09-2013/14
- Financials
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- Figure 32: Key financial indicators, Manchester City, 2008/09-2012/13
- Commercial strategy
- Chelsea
- Background
- Recent performance
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- Figure 33: On-field performance, Chelsea, 2008/09-2013/14
- Financials
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- Figure 34: Key financial indicators, Chelsea, 2008/09-2012/13
- Commercial strategy
- Arsenal
- Background
- Recent performance
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- Figure 35: On-field performance, Arsenal, 2008/09-2013/14
- Financials
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- Figure 36: Key financial indicators, Arsenal, 2008/09-2012/13
- Commercial strategy
- Liverpool
- Background
- Recent performance
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- Figure 37: On-field performance, Liverpool, 2008/09-2013/14
- Financials
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- Figure 38: Key financial indicators, Liverpool, 2008/09-2012/13
- Commercial strategy
- Tottenham Hotspur
- Background
- Recent performance
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- Figure 39: On-field performance, Tottenham Hotspur, 2008/09-2013/14
- Financials
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- Figure 40: Key financial indicators, Tottenham Hotspur, 2008/09-2012/13
- Commercial strategy
The Consumer – Football Supporters
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- Key points
- A real man’s game
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- Figure 41: Support of UK club football teams, September 2014
- No substitute for being there?
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- Figure 42: Support of UK club football teams, by gross annual household income, September 2014
- Too many careers over at 18
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- Figure 43: Support of UK club football teams, by presence of children in household, September 2014
The Consumer – Experience of Live Football
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- Key points
- Premier League attendance a more regular habit
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- Figure 44: Frequency of attending football matches, September 2014
- Club attendance on the rise
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- Figure 45: Past-year experience (regular and occasional) of football match attendance, 2012-14
- Still a predominantly younger crowd
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- Figure 46: Regular v occasional attendance at club football matches, by age, September 2014
The Consumer – Following Football via Media
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- Key points
- A good year for free-to-air – but pay TV picks up pace of growth
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- Figure 47: Following football by media, September 2014
- Digital fans still reluctant to swap big screens for small
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- Figure 48: Watching live football online on a weekly or more frequent basis, by frequency of match attendance, September 2014
- Few casual conversations on social media
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- Figure 49: Weekly or more frequent reading/posting about football on social media/message boards/blogs etc, by frequency of match attendance, September 2014
The Consumer – World Cup Viewing
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- Key points
- Extra time for the most committed
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- Figure 50: FIFA World Cup viewing, September 2014
- Women happy to join in
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- Figure 51: Interest in football, by gender, September 2014
The Consumer – Methods of World Cup Viewing
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- Key points
- Sofa so good is World Cup viewing verdict
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- Figure 52: Methods of World Cup viewing, September 2014
- Paying for the experience, rather than the result
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- Figure 53: Watching World Cup matches outside the home, by gross annual household income, September 2014
- Connected spectators share their fan park experience
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- Figure 54: Posting opinion about the FIFA World Cup online, by methods of watching the tournament live, September 2014
The Consumer – World Cup Activities
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- Key points
- Did England’s exit kill the party mood?
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- Figure 55: World Cup-related activities, September 2014
- Social media breathes new life into old competitions
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- Figure 56: Posting opinion about the World Cup online, by age, September 2014
- World Cup TV buying puts recovery into sharper definition
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- Figure 57: Buying a new television to watch World Cup matches, by gross household income, September 2014
The Consumer – Football Betting
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- Key points
- Football betting a minority sport...
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- Figure 58: Betting on football matches, September 2014
- ... but much more a part of the core supporter experience
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- Figure 59: Betting on football matches, by attendance at football matches, September 2014
The Consumer – Football Betting Habits
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- Key points
- Internet takes the lead in betting
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- Figure 60: Methods of betting on football, September 2014
- Time for the hi-tech betting kiosk
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- Figure 61: Methods of betting on football, by timing of bet, September 2014
The Consumer – Football Betting Attitudes
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- Key points
- Over-exposure to advertising raises risk of gambling fatigue
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- Figure 62: Attitudes towards betting on football, September 2014
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- Figure 63: Negative attitudes towards betting on football, by match attendance habits, September 2014
- Match-going fans put money where their heart is
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- Figure 64: Agreement with the statement ‘betting on football matches is part of supporting your team’, by match attendance habits, September 2014
The Consumer – Football Sponsorship Attitudes
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- Key points
- A fragile relationship between fans and brands?
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- Figure 65: Attitudes towards football sponsorship, September 2014
- Acting local more appreciated than being global
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- Figure 66: Benefits of football sponsorships, by match attendance habits, September 2014
- A goalmouth scramble for brand recognition
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- Figure 67: Recognition of football sponsor brands, by match attendance habits and club team support, September 2014
Appendix – Market Drivers
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- Figure 68: Most popular Premier League football clubs and players on Facebook, September 2014
- Figure 69: Most popular Premier League football clubs and players on Twitter, September 2014
- Figure 70: Most popular Premier League football clubs on YouTube, September 2014
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Appendix – Market Size and Forecast
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- Figure 71: Forecast of Premier League and Football League club revenues, 2014/15-2019/20
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