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Sports Marketing and Sponsorship - US - October 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
Spending on sports sponsorships declines 1% in 2009 due to recession
More than half of respondents watch most popular sports
Graying male population increases future marketing potential for football, golf, and auto racing
Sports franchises experimenting with new technology
Yet majority of sports watchers access sports via traditional media
Majority of respondents watch sports at home; a third in person at game
Professional sports dominate, followed by collegiate sports
Major league sports
Minor league sports
Collegiate sports
High school sports
Grade school sports
T-shirts, hats, and jerseys are the most popular branded merchandise
INSIGHTS AND OPPORTUNITIES
Bringing more women to the game
Satirize the scandal, market the brand
Use off-season events at venue to provide value for season ticket holders
Alternative sports provide new marketing opportunities
Using the Web to attract fans and consumers
What alternate sports are taking off?
INSPIRE INSIGHTS
Trend: Authenticity
MARKET SIZE AND FORECAST
Key points
Weathering the economy in 2009
Sports sponsorship market size and forecast
Figure 1: Total U.S. sports sponsorship spending, at current prices, 2006-12
Figure 2: Total U.S. sports sponsorship spending, at inflation-adjusted prices, 2006-12
MARKET DRIVERS
The popularity of sports and sports teams drives sales
Figure 3: Level of sports consumers are watching, July 2010
Figure 4: U.S. professional major league sports consumers are watching, July 2010
Graying male population means more viewership for certain sports
Figure 5: Level of U.S. sports watched, by age of men, July 2010
Figure 6: U.S. professional major league sports watched, by age of men, July 2010
Figure 7: Male population, by age, 2005-15
Costly new sports venues spur marketing push to fill seats
Figure 8: New professional sports venues in the U.S., 2007-10
The Super Bowl: A marketing bonanza
Figure 9: Major Sporting Championships Network TV ad revenue, in millions, 2002-07
Diminishing power of celebrity endorsers: Tiger Woods and beyond
Figure 10: Negative opinion of sports endorsements, July 2010
Figure 11: Top-earning professnional athletes, including salary, winnings, and endorsements, 2009
Ticket prices up, attendance down
Figure 12: How sports sponsors best create value for sports watchers, July 2010
INNOVATIONS AND INNOVATORS
Live streaming of sporting events nearing mainstream
TV sports viewing adds a dimension
World Cup fever leads to advertising and product innovation
MARKETING STRATEGIES
Overview
NFL
NFL sponsors
NFL web advertising
NFL TV ad
Figure 13: NFL.com Ticket Exchange ad, 2010
MLB
MLB sponsors
MLB web advertising
MLB TV ad
Figure 14: MLB TV ad, rookie pitcher Stephen Strasburg, 2010
NBA
NBA sponsors
NBA web advertising
NBA TV ad
Figure 15: NBA TV ad, deron Williams sits…, 2010
NHL
NHL sponsors
NHL web advertising
NHL TV ad
Figure 16: NHL TV ad, stills of fans and players…, 2010
Pro athletes endorsing outside brands
TV ads: Athlete spokespersons
Figure 17: Gatorade Recover TV ad, black and white, peyton manning, 2010
Figure 18: Subway TV ad, Carl Edwards can’t get enough…, 2010
WHERE CONSUMERS ARE WATCHING SPORTS
Key points
Majority of respondents watch sports at home
Figure 19: Where consumers are watching sports, July 2010
Male respondents more likely to watch TV at home than female
Figure 20: Where consumers are watching sports, by gender, July 2010
Those aged 18-24 least likely to watch sports at home
Figure 21: Where consumers are watching sports, by age, July 2010
Households earning $25K+ most likely to watch sports at home
Figure 22: Where consumers are watching sports, by household income, July 2010
WHAT LEVEL OF SPORTS CONSUMERS ARE WATCHING
Key points
Majority of respondents watch pro league sports, followed by collegiate
Figure 23: Level of sports consumers are watching, by gender, July 2010
Those aged 25-34 more active in minor league sports watching
Figure 24: Level of sports consumers are watching, by age, July 2010
As household income rises, viewing pro sports rises accordingly
Figure 25: Level of sports consumers are watching, by household income, July 2010
PROFESSIONAL MAJOR LEAGUE WATCHING
Key points
Average major league ticket, concession, and merchandise prices, 2009
Figure 26: U.S. major league fan cost index, for a family of four, 2009-2010
Half of respondents each watch football, baseball compared to all sports
Figure 27: Professional major league sports consumers are watching, by gender, July 2010
Respondents aged 55-64, 65+ most likely to watch golf than younger peers
Figure 28: Professional major league sports consumers are watching, by age, July 2010
Sports watching relatively even among most household incomes
Figure 29: Professional major league sports consumers are watching, by household income, July 2010
PROFESSIONAL MINOR LEAGUE WATCHING
Key points
Minor league baseball watched far more than other minor leagues
Figure 30: Professional minor league sports consumers are watching, by gender, July 2010
Minor league marketing potential
Minor league baseball
Semipro football
Minor league basketball
Minor league hockey
Minor league soccer
COLLEGIATE SPORTS WATCHING
Key points
College football is most watched, followed by basketball
Figure 31: U.S. collegiate league sports consumers are watching, by gender, July 2010
College football watched most by those aged 55-64
Figure 32: U.S. collegiate league sports consumers are watching, by age, July 2010
Marketing potential for college sports
Football
Basketball
HIGH SCHOOL SPORTS WATCHING
Key points
Football, basketball watched most at high school level
Figure 33: U.S. high school sports consumers are watching, by gender, July 2010
Marketing and sponsorship in high school sports
GRADE SCHOOL SPORTS WATCHING
Key points
Baseball is most watched grade school sport; basketball, soccer, trail
Figure 34: U.S. grade school sports consumers are watching, July 2010
Marketing and sponsorship in grade school sports
SPORTS-RELATED MERCHANDISE PURCHASED
Key points
Most sports watchers buy sports team branded T-shirts, hats, and jerseys
Figure 35: Sports-branded merchandise purchases, by gender, July 2010
Respondents aged 18-24 most likely to buy sports-branded T-shirt
Figure 36: Sports-branded merchandise purchases, by age, July 2010
Most sports watchers buy sports team branded T-shirts, hats, and jerseys
Figure 37: Sports-branded merchandise purchases, by household income, July 2010
FREQUENCY OF SPORTS VIEWING BY MEDIA
Key points
Majority of respondents use traditional media to watch sports
Figure 38: Frequency of using selected media to catch up on sports, July 2010
Majority of respondents prefer broadcast news to cable sports
Figure 39: Frequent/sometimes use of selected media to catch up on sports, by gender, July 2010
Online video, social media used most by respondents aged 25-34
Figure 40: Frequent/sometimes use of selected media to catch up on sports, by age, July 2010
Household income drives media used to catch up on sports
Figure 41: Frequent/sometimes use of selected media to catch up on sports, by household income, July 2010
HOW SPORTS FANS INTERACT WITH OTHER SPORTS FANS
Key points
Fans interact evenly through social media, sports team website
Figure 42: Ways fans Interact with other fans frequently/sometimes, by gender, July 2010
Those respondents aged 35-44 most likely to use social media, websites
Figure 43: Ways fans Interact with other fans frequently/sometimes, by age, July 2010
Middle-income households most likely to use sports team website
Figure 44: Ways fans Interact with other fans frequently/sometimes, by household income, July 2010
CONSUMER ATTITUDES TOWARDS SPORTS SPONSORSHIPS
Key points
Half of respondents turned off of sponsorship when star is in scandal
Figure 45: What creates negative opinion of product endorsement by a sports star, by gender, July 2010
Respondents aged 45 and older turned off by scandal the most
Figure 46: What creates negative opinion of product endorsement by a sports star, by age, July 2010
VALUE CONSUMERS SEE IN SPORTS SPONSORSHIPS
Key points
Half of respondents motivated by discounted tickets
Figure 47: How sports sponsors best create value for sports watchers, by gender, July 2010
Discounted tickets motivate half of respondents in each age group
Figure 48: How sports sponsors best create value for sports watchers, by age, July 2010
Higher earners motivated more than peers by discounts
Figure 49: How sports sponsors best create value for sports watchers, by household income, July 2010
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Black, Hispanic respondents more active sports watchers than whites
Figure 50: Professional major league sports consumers are watching, by race/Hispanic origin, July 2010
Blacks have high incidence of watching most levels of sports
Figure 51: Level of sports consumers are watching, by race/Hispanic origin, July 2010
Asians, Hispanics most active using online media than whites, blacks
Figure 52: Ways fans interact with other fans frequently/sometimes, by race/Hispanic origin, July 2010
Hispanic respondents most likely to see value in discounted tickets
Figure 53: How sports sponsors best create value for sports watchers, by race/Hispanic origin, July 2010
Sports-related hats purchased most by black respondents
Figure 54: Sports-branded merchandise purchases, by race/Hispanic origin, July 2010
For white respondents, authenticity matters when regarding endorsements
Figure 55: What creates negative opinion of product endorsement by a sports star, by race/Hispanic origin, July 2010
CLUSTER ANALYSIS
Spectacular spectators
Demographics
Characteristics
Opportunity
Major league homebodies
Demographics
Characteristics
Opportunity
Faltering fans
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 56: Sports marketing and sponsorship clusters, July 2010
Figure 57: Where consumers watch sports, by sports marketing and sponsorship clusters, July 2010
Figure 58: Level of sports consumers watch most, by sports marketing and sponsorship clusters, July 2010
Figure 59: Ways consumers catch up on sports, by sports marketing and sponsorship clusters, July 2010
Figure 60: How consumers interact with other sports fans, by sports marketing and sponsorship clusters, July 2010
Figure 61: What creates negative opinion of product endorsement, by a sports star by sports marketing and sponsorship clusters, July 2010
Figure 62: Ways consumers see value in sponsorships, by sports marketing and sponsorship clusters, July 2010
Cluster demographic tables
Figure 63: Sports marketing and sponsorship clusters, by gender, July 2010
Figure 64: Sports marketing and sponsorship clusters, by age, July 2010
Figure 65: Sports marketing and sponsorship clusters, by household income, July 2010
Figure 66: Sports marketing and sponsorship clusters, by race, July 2010
Figure 67: Sports marketing and sponsorship clusters, by Hispanic origin, July 2010
Cluster methodology
APPENDIX: OTHER USEFUL CONSUMER TABLES
Collegiate sport watching and household income
Figure 68: Collegiate league sports consumers are watching, by household income, July 2010
Consumer attitudes towards sports sponsorship and household income
Figure 69: What creates negative opinion of product endorsement by a sports star, by household income, July 2010
Where consumers watch sports, by race and Hispanic origin
Figure 70: Where consumers are watching sports, by race/Hispanic origin, July 2010
Collegiate sports watched, by race and Hispanic origin
Figure 71: Collegiate league sports consumers are watching, by race/Hispanic origin, July 2010
How consumers catch up on sports, by race and Hispanic origin
Figure 72: Frequent/sometimes use of selected media to catch up on sports, by race/Hispanic origin, July 2010
APPENDIX: TRADE ASSOCIATIONS

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