Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
- Market comes down from latest major event high
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- Figure 1: UK consumer expenditure on sports event tickets, 2011-21
- Fans stay loyal to favourite sports
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- Figure 2: Attendances at UK sports events, by segment, 2015
- Premier League football still a sell-out ticket
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- Figure 3: English league football attendances, by division, 2015/16
- The consumer
- Only one winner in major event impacts
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- Figure 4: Sports watched live, August 2015 and July 2016
- Half of spectators now staying connected
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- Figure 5: Use of smartphones at sports events, July 2016
- Connected spectators weigh up benefits and costs
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- Figure 6: Attitudes towards smartphone use at live sports events, July 2016
- You’ll never watch alone
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- Figure 7: Use of smartphones while watching live sport on TV, July 2016
- Something for everyone as tournament retains its reach
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- Figure 8: Locations for watching Euro 2016 matches on television, July 2016
- Beer and crisps top tournament shopping lists
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- Figure 9: Euro 2016 spending habits, July 2016
- What we think
Issues and Insights
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- Is livestreaming the next wave of spectator sport consumption?
- The facts
- The implications
- What are the main barriers to the success of the connected stadium?
- The facts
- The implications
The Market – What You Need to Know
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- Growth pauses for breath between major events
- Rugby union and racing on the up
- Major events back in town
- Connecting stadia to keep fans onside
- Livestreams feed new models of viewing
Market Size and Forecast
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- Market comes down from latest major event high
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- Figure 10: UK consumer expenditure on sports event tickets, 2011-21
- Forecast
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- Figure 11: Forecast of UK consumer expenditure on sports event tickets, 2011-21
- Forecast methodology
- The impact of the EU referendum vote
- Lessons from history?
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- Figure 12: Alternative market scenarios for spectator sports market post-Brexit, at current prices, 2016-21
- Figure 13: Detailed alternative market scenarios for spectator sports market post-Brexit, at current prices, 2016-21
- Familiar and the unusual to offer insulating effects
Segment Performance
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- Fans stay loyal to favourite sports
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- Figure 14: UK spectator sports attendances, by leading segments, 2013-15
- Football
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- Figure 15: English league football attendances, 2011/12-2015/16
- Figure 16: English league football attendances, by division, 2011/12-2015/16
- Horseracing
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- Figure 17: Horseracing attendance trends, 2012-16
- Cricket
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- Figure 18: Cricket attendance trends, 2012-16
- Figure 19: Cricket attendances, by competition, 2015
- Rugby League
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- Figure 20: Super League attendances, 2012-16
- Rugby Union
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- Figure 21: Premiership rugby union attendances, 2011/12-2015/16
- Tennis
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- Figure 22: Tennis attendance trends, 2012-16
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- Figure 23: Tennis attendances, by tournament, 2012-16
- Golf
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- Figure 24: Attendance trends for major UK golf tournaments, 2012-16
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- Figure 25: Major UK golf tournament attendances, by event, 2012-16
Market Drivers
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- Fans force movement on ticket pricing
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- Figure 26: Leading Premier League football club gate receipts and matchday revenues, 2015
- Bigger and better for stadium growth
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- Figure 27: Leading spectator sport venue capacities, September 2016
- Major events a big part of the picture
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- Figure 28: World-level major events staged in the UK, 2015-19
- Big games dominate small screen
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- Figure 29: Genre shares of UK television audience, 2015
- Connected stadia – or walled gardens?
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- Figure 30: Smartphone ownership, by age, April 2016
Launch Activity and Innovation
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- Live sport goes over the top
- The smart stadium guide
- Driving interest through eSports
- Straight from the horse’s mouth?
- Playing the numbers game
- Fans with designs on big game tickets
The Consumer – What You Need to Know
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- Euro 2016 strengthens football’s pole position
- Racing and rugby league build fan relationships
- Spectators stay connected in the stands
- Fans have a clear view of mobile strengths and weaknesses
- Two screens now better than one
- Euro 2016 provides family viewing
- Beer and crisps the essential tournament companion
Most Popular Sports
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- Only one winner in major event impacts
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- Figure 31: Sports watched live, August 2015 and July 2016
- New broadcast models can broaden sports fans’ horizons
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- Figure 32: Repertoires of sports watched live, July 2016
Experience of Live Sport
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- More touchpoints for horseracing and rugby league
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- Figure 33: Methods of watching live sport, July 2016
- Small screens proving a big draw for the younger crowd
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- Figure 34: Past-year experience of watching live football on devices other than a television, by generation, July 2016
Smartphones and Stadia
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- Half of spectators now staying connected
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- Figure 35: Use of smartphones at sports events, July 2016
Attitudes towards In-Stadium Smartphone Use
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- Connected spectators weigh up benefits and costs
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- Figure 36: Attitudes towards smartphone use at live sports events, July 2016
- Avoiding crossed lines for regulars and occasionals
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- Figure 37: Attitudes towards smartphone use among spectators at live football and tennis events, July 2016
Second Screen Activities
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- You’ll never watch alone
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- Figure 38: Use of smartphones while watching live sport on TV, July 2016
- Second screens in the third space
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- Figure 39: Use of smartphones while watching live sport on TV, by methods of watching live sport on TV, July 2016
Euro 2016 Viewing Habits
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- Something for everyone as major events retain their reach
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- Figure 40: Locations for watching Euro 2016 matches on television, July 2016
Euro 2016 Spending Habits
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- Beer and crisps top tournament shopping lists
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- Figure 41: Euro 2016 spending habits, July 2016
- TV buyers play the waiting game
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- Figure 42: Purchasing of a new television for Euro 2016, by socio-economic status, gross household income and financial situation, July 2016
Appendix
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 43: Forecast of UK consumer expenditure on sports event tickets, 2016-21
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