Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Ticket sales reach £1.45 billion in 2018
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- Figure 1: Forecast of consumer expenditure on sports event tickets, 2013-23
- Crowd numbers continue to grow
- Key players
- BT Sport launches pay-per-view and offers free coverage
- Apps being used to enhance fan experience
- The consumer
- Sports viewing up
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- Figure 2: Viewing of live sport, July 2018
- Football the most popular sport to watch
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- Figure 3: Type of sports viewed, July 2018
- At-home viewing most common and preferred method
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- Figure 4: Venue or device use to watch live sport, July 2018
- Live sport a driver to pubs but separate area in demand
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- Figure 5: Behaviours associated with watching live sport in pubs, July 2018
- Figure 6: Attitudes towards live sport in pubs, July 2018
- Big sporting events a driver for many
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- Figure 7: Behaviours associated with watching live sport, July 2018
- VR appeals to young men
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- Figure 8: Attitudes towards VR use relating to sports, July 2018
- More coverage of women’s sport needed
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- Figure 9: Attitudes towards women’s and emerging sports coverage, July 2018
- What we think
Issues and Insights
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- How can sports venues protect themselves if fans begin to stay away?
- The facts
- The implications
- How can pubs maximise live sport coverage?
- The facts
- The implications
The Market – What You Need to Know
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- Ticket sales reach £1.45 billion in 2018
- Crowd numbers continue to grow
Market Size and Forecast
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- Ticket sales reach £1.45 billion in 2018
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- Figure 10: Consumer expenditure on sports event tickets, 2013-23
- Market set to reach £1.8 billion by 2023
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- Figure 11: Forecast of consumer expenditure on sports event tickets, 2013-23
- Forecast methodology
Market Segmentation
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- Crowd numbers continue to grow
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- Figure 12: UK spectator sports attendances, by leading segments, 2014-17
- Football
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- Figure 13: English league football attendances, 2012/13-2017/18
- Figure 14: English league football attendances, by division, 2012/13-2017/18
- Horseracing
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- Figure 15: Horseracing attendances, 2013-18
- Cricket
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- Figure 16: International and first-class cricket attendances, 2013-18
- Rugby Union
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- Figure 17: Premiership rugby union attendances, 2012/13-2017/18
- Rugby League
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- Figure 18: Super League attendances, 2013-18
- Tennis
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- Figure 19: UK tennis tournament attendances, 2013-18
- Figure 20: UK tennis attendances, by tournament, 2013-18
- Golf
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- Figure 21: Major UK golf tournament attendances, 2013-18
Market Drivers
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- A great year of sports
- Summer 2018 heatwave
- Increase in pubs licenced to show live sport
- BT Sport and Sky Sports price hike
- Growth in women’s sport
Key Players – What You Need to Know
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- BT Sport launches pay-per-view and offers free coverage
- Apps being used to enhance fan experience
Launch Activity and Innovation
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- BT Sport launches pay-per-view and offers free coverage
- Apps being used to enhance access to live sport…
- …and stadium experience
- Using contactless tech to enhance fan experience
- Sky and BT offering more support for on-trade
- ECB aims to drive footfall with new format
- Venue premiumisation
- Tech companies making gains
- Increased security
The Consumer – What You Need to Know
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- Sports viewing up
- Football the most popular sport to watch
- At home viewing most common and preferred method
- Live sport a driver to pubs but separate area in demand
- Commentary plays a vital role
- Big sporting events a driver for many
- VR appeals to young men
- More coverage of women’s sport needed
Live Sport Viewing
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- Sports viewing up
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- Figure 22: Viewing of live sport, July 2018
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- Figure 23: Viewing of live sport, By age and gender, July 2018
Type of Sports Watched Live
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- Football the most popular sport to watch
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- Figure 24: Type of sports viewed, July 2018
- A third watch just one sport
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- Figure 25: Number of sports viewed live, by age and gender, July 2018
Frequency of Watching Live sport
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- Almost half watch at least weekly
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- Figure 26: Frequency of watching live sport, July 2018
- Men in 20-30s most frequent viewers
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- Figure 27: Frequency of watching live sport, by age and gender, July 2018
Live sport Viewing Venue or Device
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- At-home viewing most common
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- Figure 28: Venue or device use to watch live sport, July 2018
- Men and younger viewers have more diverse habits
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- Figure 29: Venue or device use to watch live sport, by age and gender, July 2018
- Boxing and rugby league fans have most varied viewing habits
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- Figure 30: Venue or device use to watch live sport, by sport viewed, July 2018
Preferred Way to Watch Live sport
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- At home viewing preferred
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- Figure 31: Preferred way to watch live sport, July 2018
- Boxing and rugby key for pubs
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- Figure 32: Preferred way to watch live sport, by sport, July 2018
Live Sport in Pubs
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- Live sport a driver to pubs
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- Figure 33: Behaviours associated with watching live sport in pubs, July 2018
- An up-to-date website is a must
- Commentary plays a vital role
- Separate area for non-sport viewers in demand
- Food and drink promotions a hit with young women
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- Figure 34: Attitudes towards live sport in pubs, July 2018
- Opportunity for food and sport events
- Gender divide over live sport in pubs
- Live sport makes pubs unsuitable for children
Live Sport Viewing Behaviours
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- Big sporting events a driver for many…
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- Figure 35: Behaviours associated with watching live sport, July 2018
- …and a huge opportunity for brands
- Majority who watch outside of home do so with others
- Female sports fans most loyal to favourites
- Londoners most impacted by Rio Olympics
- Biggest sports fans looking to cut back on attending events
The Future of Spectator Sports
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- VR most appealing to young men
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- Figure 36: Attitudes towards VR use relating to sports, July 2018
Driving Live Sports Viewing
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- More coverage of women’s sport needed
- Room for more public places to show sport
- Opportunity for emerging sports coverage
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- Figure 37: Attitudes towards women’s and emerging sports coverage, July 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Market Value
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- Figure 38: Forecast of consumer expenditure on sports event tickets, 2018-23
- Forecast methodology
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