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Top Ten Participation Sports in the UK - UK - May 2009

ISSUES IN THE MARKET
Main issues
Definition
Abbreviations
FUTURE OPPORTUNITIES
Women don’t want ‘one size fits all’
Community spirit
Clubbing together
Give more often
MARKET IN BRIEF
Market seeks more regulars…
…by promoting responsibility in the collective
Goal setting as important as goal scoring
Recession-proofing through body, mind and wallet
Women to remain sport’s big outsiders
The Olympic incentive: 2012 is too late
Public told sport is healthy – but do they know it’s fun?
Better access in all areas
Participation sport ready to take the sponsorship baton
INTERNAL MARKET ENVIRONMENT
Key points
Interested in sport, interested in taking part
Figure 1: Any interest in named sports, 2004, 2006 and 2008
Figure 2: Trend in sports club membership, 2004, 2006 and 2008
Access to sport
Access to sport: Facility provision
Figure 3: UK sports facility provision, 2008
Some sports more accessible than others
Playing fields better protected
Public sector provision under pressure – with private funding drying up
Access to sport: availability of instruction
Access to sport: cost of participation
Access for the young
Figure 4: Sports provided in school sports partnership programme schools, 2003/04-2007/08
Figure 5: Schools’ links with local clubs, by activity, 2003/04-2007/08
Figure 6: Schoolchildren’s participation in school-linked community sports clubs, 202007/08
Sport in the media
Sport on TV
Figure 7: Most televised sports on UK television, 2003-08
Figure 8: Sports watched on TV, 2004-08
Sport in print
Figure 9: Sports/pastimes read about in the papers, 2004, 2006 and 2008
Figure 10: Leading sports magazines, by average net circulation per issue, June 2008
Unequal writes for women
Sport online
Figure 11: Sports/pastimes looked up on the internet, 2007 and 2008
The Olympic effect
Outside the rings: The risk of exclusion
Government policy: Schools, clubs and coaches
Funding and support
Governing bodies
Volunteering
The private sector
BROADER MARKET ENVIRONMENT
Key points
Consumers’ finances: Long-term gain…
Figure 12: Trends in personal disposable income and consumer expenditure, 2004-14
Figure 13: Forecast adult population trends, by socio-economic group, 2004-14
…following short-term pain?
Figure 14: UK unemployment rates (seasonally adjusted), 2004-08
No quick fix for ‘crisis’ in women’s participation
Figure 15: Trends in the age structure of the UK population, by gender, 2004-14
A national strategy
Over-65s-a-side?
Figure 16: Forecast adult population trends, by lifestage, 2004-14
Third agers still light on their (ten)pins
Figure 17: Third age sports and hobbies behaviour, by gender, age and socio-economic group, 2008
Leisure time faces full-court press
Figure 18: Working hours and leisure time, 2002-08
Health of the nation: We can’t be willing without being able
Social singles?
Figure 19: UK household sizes, 2004-14
COMPETITIVE CONTEXT
Key points
More spending on sport
Figure 20: Consumer expenditure on selected leisure goods and activities, 2003-08
Leisure rivals the threat, not sporting cousins
Figure 21: Most popular participation, TV and spectator sports, 2008
Cycling leads the retail race
Figure 22: Most popular UK sport and fitness websites, by market share, 2006-08
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Dolphin kicks for free
IT training
Casual clubs
Beacon’s net gains
MARKET SIZE AND FORECAST
Key points
More than 30 million adults play sport
Figure 23: Regular and occasional participation in most popular sports, 2004, 2006 and 2008
Low risk, low growth
Not just pubs that need more regulars
Figure 24: Regular sports participation* in England, 2005/02005/06 and 2007/08
Fitness participation sets the pace
Figure 25: Sports participation expenditure, 2004-14
SEGMENT PERFORMANCE
Key points
Segmenting the market
 SOLO SPORTS
Cycling and running stage duathlon of growth
Figure 26: Participation in solo sports, 2004, 2006 and 2008
 SKILL GAMES
Darts and bowling regularly challenged
Figure 27: Participation in skill games, 2004, 2006 and 2008
 TEAM AND COMPETITIVE SPORTS
Racquet sports struggle to hold serve
Figure 28: Participation in team and competitive sports, 2004, 2006 and 2008
TOP TEN SPORTS’ GOVERNING BODIES
Sports governing bodies
Figure 29: The top ten sports in the UK and their governing bodies
 GOVERNING BODIES
Badminton England
Figure 30: Club membership numbers, 2006/07 and 2007/08
British Cycling
Figure 31: Breakdown of British Cycling membership, as at September 2008
British Darts Organisation
The Football Association
Royal and Ancient Golf Club of St Andrews
UK Athletics
Figure 32: Funding bodies for UK Athletics, March 2008
World Professional Billiards & Snooker Association
Amateur Swimming Association
Figure 33: Operating income of the ASA, April 2007-March 2008
Lawn Tennis Association
British Tenpin Bowling Association
WHO PARTICIPATES?
Key points
Running the regular sport of choice
Figure 34: Frequency of participation in sports, February 2009
Stiff competition for playing time
Failing to cash in on women’s interest
Sporting spirit still willing as flesh becomes weak
COST CONSIDERATIONS
Key points
Market needs to tackle threat of trading down
Figure 35: Cost considerations, February 2009
Women at risk in recession
Older players: Participation a piece of cake?
MOTIVATIONS AND BARRIERS TO PARTICIPATION
Key points
Motivations for participation: It’s about more than money
Figure 36: Motivations for participation in sport, February 2009
Olympic marketing: The race starts now
Barriers to participation: Perception or reality?
Figure 37: Barriers to sports participation, February 2009
I want to be alone
Seeking release from the recession through sport?
Figure 38: Motivation for participation in sports, by cost considerations, February 2009
Ghettos of age: do we meet their needs or tear down the walls?
The multi-sport club as mini Olympic Village
PARTICIPATION SEGMENTS
Key points
Solo regulars: Duty or devotion?
Figure 39: Sports participation segments, February 2009
Who plays solo sports?
Who plays skill games?
Who plays team and competitive sports?
Who plays what else?
Figure 40: Single and multi-segment sports participation, February 2009
Training to maintain ability
Team sports players most committed
Figure 41: Cost considerations, by sports participation segments, February 2009
Mental barriers as formidable as physical ones
Figure 42: Barriers to sports participation, by sports participation segments, February 2009
APPENDIX – MARKET SIZE AND FORECAST
Figure 43: Expenditure on sports participation expenditure, 2004-09
APPENDIX – WHO PARTICIPATES?
Regular participants – detailed demographics
Figure 44: Regular participants in sports, by demographics, February 2009
Figure 45: Regular participants in sports, by demographics, February 2009
Occasional/lapsed participants – detailed demographics
Figure 46: Occasional/lapsed participants in sports, by demographics, February 2009
Figure 47: Occasional/lapsed participants in sports, by demographics, February 2009
Sports never done – detailed demographics
Figure 48: Sports never done, by demographics, February 2009
Figure 49: Sports never done, by demographics, February 2009
Combinations of sports
Figure 50: Regular/occasional participation in sports, by regular participation, February 2009
Figure 51: Regular/occasional participation in sports, by regular participation, February 2009
Figure 52: Regular/occasional participation in sports, by occasional participation, February 2009
Figure 53: Regular/occasional participation in sports, by occasional participation, February 2009
Figure 54: Regular/occasional participation in sports, by occasional participation, February 2009
APPENDIX – COST CONSIDERATIONS
Cost considerations – detailed demographics
Figure 55: Cost considerations, by demographics, February 2009
Cost considerations of regular participants
Figure 56: Cost considerations of regular participants in sports, February 2009
Figure 57: Cost considerations of regular participants in sports, February 2009
Cost considerations of occasional participants
Figure 58: Cost considerations of occasional participants in sports, February 2009
Figure 59: Cost considerations of occasional participants in sports, February 2009
Combinations of cost considerations
Figure 60: Cost considerations, by cost considerations, February 2009
APPENDIX – MOTIVATIONS AND BARRIERS TO PARTICIPATION
Motivations – detailed demographics
Figure 61: Motivations for participation in sport, by demographics, February 2009
Barriers – detailed demographics
Figure 62: Barriers to sports participation, by demographics, February 2009
Figure 63: Barriers to sports participation, by demographics, February 2009
Motivations for regular participants
Figure 64: Motivation for participation in sports, by regular participation, February 2009
Figure 65: Motivation for participation in sports, by regular participation, February 2009
Motivations for occasional participants
Figure 66: Motivation for participation in sports, by occasional participation, February 2009
Figure 67: Motivation for participation in sports, by occasional participation, February 2009
Barriers for regular participants
Figure 68: Barriers to sports participation, by regular participants, February 2009
Figure 69: Barriers to sports participation, by regular participants, February 2009
Barriers for occasional participants
Figure 70: Barriers to sports participation, by occasional participants, February 2009
Figure 71: Barriers to sports participation, by occasional participants, February 2009
Motivations by cost considerations
Figure 72: Motivation for participation in sports, by cost considerations, February 2009
Barriers by cost considerations
Figure 73: Barriers for participation in sports, by cost considerations, February 2009
Combinations of motivations
Figure 74: Motivations, by motivations, February 2009
Combinations of barriers
Figure 75: Barriers, by barriers, February 2009
Figure 76: Barriers, by barriers, February 2009
APPENDIX – PARTICIPATION SEGMENTS
Sports participation segments – detailed demographics
Figure 77: Sports participation segments, by demographics, February 2009
Multi-segment participation – detailed demographics
Figure 78: Multi-segment sports participation, by demographics, February 2009
Figure 79: Single-segment sports participation, by demographics, February 2009
Cost considerations by segments
Figure 80: Cost considerations, by sports participation segments, February 2009
Figure 81: Cost considerations, by single-segment participation, February 2009
Figure 82: Cost considerations, by multi-segment participation, February 2009
Motivations by segments
Figure 83: Motivations, by sports segments, February 2009
Figure 84: Motivations, by single-segment participation, February 2009
Figure 85: Motivations, by multi-segment participation, February 2009
Barriers by segments
Figure 86: Barriers, by sports participation segments, February 2009
Figure 87: Barriers, by single-segment participation, February 2009
Figure 88: Barriers, by multi-segment participation, February 2009

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