Table of Contents
Executive Summary
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- The market
- Strong growth across the sports sponsorship market in 2018
- Market forecast to maintain trajectory in coming years
- Football remains top, dominated by the Premier League
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- Figure 1: Football Premier League clubs’ commercial revenue, £ million, 2012/13-2016/17
- Sports viewership figures
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- Figure 2: Sports watched live on TV or online, October 2016 and 2018
- Changing consumption of sport, and subsequently, sponsorship
- Companies and brands
- Call for more active commercial partnerships
- What we think
Issues and Insights
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- eSports: the golden egg
- The facts
- The implications
- Mounting scrutiny around gambling companies
- The facts
- The implications
The Market – What You Need to Know
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- Football remains top, dominated by the Premier League
- Sports viewership figures
- Market forecast to maintain trajectory in coming years
Market Size – Football Sponsorship
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- Football remains the main player
- The Premier League is king
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- Figure 3: Football Premier League club revenue, £ million, 2016/17
- New wave of sponsorship deals drives Premier League clubs’ commercial revenue
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- Figure 4: Football Premier League commercial revenue, £ million, 2012/13-2016/17
- An elite within an elite
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- Figure 5: Share of Premier League commercial revenue, top six and others, % of total, 2016/17
- Growing revenues in the Championship and wider English Football League
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- Figure 6: Championship clubs' average revenues, with and without parachute payments, £ million, 2016/17
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- Figure 7: Football League clubs' revenues, £ million, 2015/16 and 2016/17
- Sponsorship in English football tournaments
- Scottish Premiership sponsorship revenues increase again
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- Figure 8: Scottish Premiership sponsorship and commercial revenue, € million, 2014/15-2016/17
Market Overview – Other Major Sports
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- Tennis
- The Lawn Tennis Association
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- Figure 9: Lawn Tennis Association group revenue, % of total revenue, 2017
- The traditional approach of the Wimbledon Championships remains unique
- Rugby union
- Domestic
- International
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- Figure 10: England Rugby Football Union revenue, % of total, 2017/18
- Rugby league
- Domestic
- International
- Cricket
- Domestic
- International
- Cycling
- Athletics
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- Figure 11: UK Athletics revenue, % of total, year to March 2018
- Motor racing
- Golf
Market Forecast
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- Market forecast to continue to prosper in the coming years
- A number of large sporting events in the coming years
- Football to continue building its commercial portfolio
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- Figure 12: Football Premier League club revenue, £ million, 2016/17-2018/19
- UK sponsors are set to finally realise the potential of eSports
- From a global perspective
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- Figure 13: Global eSports economy, $ million, 2015-19
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- Figure 14: Global eSports economy value, by subsector, % of total, 2018
- Opportunities for sponsorship in eSports
- How to market in eSports
- Prospects for the industry looking forward
The Impact of the Economy
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- Business investment levels
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- Figure 15: UK business investment, £ million, Q1 2015-Q3 2018
Market Trends
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- Sports viewership figures
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- Figure 16: Sports watched live on TV or online, October 2016 and 2018
- Changing means of sports consumption
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- Figure 17: Services used to watch live sport, October 2018
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- Figure 18: Viewership of sports content, October 2018
- What does this mean for sponsors?
- Consumer reaction to sports sponsorship
- Brand loyalty
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- Figure 19: Attitudes towards sport sponsorship, October 2018
- How can brands advance their image with fans?
- Brands enhance the way teams engage with their supporters
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- Figure 20: Fan priorities for football club sponsors, July 2018
Market Drivers
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- The broadcasting boom in English football
- Premier League
- International exposure
- The English Football League
- The rising value of English football to sponsors
- Growing pressure on gambling companies
- Recent action
- Potential future action
- The importance of social media
Companies and Brands – What You Need to Know
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- Series of acquisitions
- Call for more active commercial partnerships
Launch Activity and Innovation
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- The launch of the ePremier League
- The Premier League and Coca-Cola’s drive for active fan engagement
- Havas launches a cryptocurrency scheme
Company Profiles
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- Chime Communications
- Recent company activity
- Financial information
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- Figure 21: Financial analysis of Chime Group Holding, £ million, 2015-17
- Engine Partners UK
- Recent company activity
- Financial information
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- Figure 22: Financial analysis of Engine Partners UK, £ million, 2013-17
- Havas Sports & Entertainment
- Recent company activity
- Financial information
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- Figure 23: Financial analysis of Havas Sports & Entertainment, £ million, 2013-17
- M&C Saatchi Sport & Entertainment
- Recent company activity
- Financial information
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- Figure 24: Financial analysis of M&C Saatchi Sport & Entertainment, £ million, 2013-17
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Methodology
Further Sources and Contacts
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- Trade associations
- All England Lawn Tennis & Croquet Club
- British Athletics
- England and Wales Cricket Board
- European Sponsorship Association
- The Football Association
- Lawn Tennis Association
- Motorsport UK
- The Rugby Football League
- Rugby Football Union
- Union of European Football Associations
- Trade magazines
- Sport Business
- SportsPro Media
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