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Sports Participation - UK - September 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Consumer expenditure on participation in sport, 2008-18
Olympic year sees new record for participation rates
More frequent play delivers more frequent spending
Market drivers
Pressure mounts on public provision
At-risk groups priced out of the market
Market segmentation
Figure 2: Participation in individual sports, by frequency, 2012-13
Swimming returns to growth as athletics and cycling stall
Individual sports at risk of commitment bypass
The consumer
Figure 3: Sports played in last six months, June 2011-May 2013
Team sports lead on growth
Venue usage split along gender lines
Figure 4: Impact of the London 2012 Olympic Games on sport participation, by region, May 2013
Games’ halo of inspiration shaped like the M25
What we think
ISSUES IN THE MARKET
What are the participation legacy opportunities of London 2012?
Has participation growth in cycling and athletics run out of steam?
What role can family participation play in tackling post-16 drop-out?
How can public facilities retain their appeal in the face of spending cuts?
How can sport tackle cost barriers to expanding participation?
TREND APPLICATION
Trend: Attention Economy
Trend: Why Buy
Mintel Futures: Brand Intervention
MARKET DRIVERS
Key points
Hard times to make sports club together?
Figure 5: Registered sports facilities in England, by type, September 2012
Figure 6: Sports facilities in England, by ownership/access, September 2012
Affordability more than just a question of cost
Figure 7: Leisure activities net spending trend* in past 12 months, by sector, September 2012
Socialising sport to stand out from the health chores
Figure 8: Factors seen as contributing to a healthy lifestyle, November 2012
Figure 9: Effort applied to leading a healthy lifestyle, November 2012
Wide-ranging policy goals put pressure on governing bodies
Figure 10: Positive impacts of sport development on selected policy areas, May 2013
A new focus for school sport funding
Figure 11: Effectiveness of physical education in schools, 2008-2012
Volunteering needs some Olympic shine
Figure 12: Volunteering in sport, 2008/09-2012/13
A new breed of sport and social (media) clubs
Figure 13: Membership of sports clubs, 2008/09-2012/13
Figure 14: Barriers to sports club membership growth, October 2012
Women raise their sporting profile
Figure 15: Women’s participation in sport at least once a week (30 minutes+), 2005-12
Long hard winter for sports participation market
Figure 16: Variations in temperature from long-term (1981-2010) average, January-June 2013
WHO’S INNOVATING?
Key points
Young people power
Kicking on in the final straight
Faster, hire, stronger
Performance-related play
Can sports villages come to town?
Olympic enthusiasm seeks TV repeats
Illuminating personal goals
MARKET SIZE AND FORECAST
Key points
Olympic high creates new benchmark...
Figure 17: Adults participating in moderate intensity sport for at least 30 minutes a week, 2008-13
... and delivers double-digit boost to spending
Figure 18: Consumer expenditure on participation in sport*, 2008-18
Forecast
Figure 19: Forecast of number of adults in England playing sport at least once a week, 2008-18
Figure 20: Forecast of UK consumer expenditure on participation in sport, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Only swimming makes an Olympic splash
Figure 21: Participation in individual sports, 2011/12-2012/13*
SPORT GOVERNING BODIES
Key points
 SPORTS’ LEADERS
Figure 22: National governing bodies of the UK’s most popular participation sports, July 2013
Amateur Swimming Association
Participation numbers
Figure 23: Weekly and monthly swimming and diving participation, 2007/08-2012/13
Participation initiatives
Funding
Figure 24: Sport England awards through Exchequer and Lottery sources for swimming and diving, 2007/08-2012/13
UK Athletics
Participation numbers
Figure 25: Weekly and monthly athletics participation, 2007/08-2012/13
Participation initiatives
Funding
Figure 26: Sport England awards through Exchequer and Lottery source for athletics, 2007/08-2012/13
The Football Association
Participation numbers
Figure 27: Weekly and monthly football participation, 2007/08-2012/13
Participation initiatives
Funding
Figure 28: Sport England awards through Exchequer and Lottery sources for association football, 2007/08-2012/13
British Cycling
Participation numbers
Figure 29: Weekly and monthly cycling participation, 2007/08-2012/13
Funding
Figure 30: Sport England awards through Exchequer and Lottery sources for cycling, 2007/08-2012/13
The R&A
Participation numbers
Figure 31: Weekly and monthly golf participation, 2007/08-2012/13
Participation initiatives
Funding
Figure 32: Sport England awards through Exchequer and Lottery sources for golf, 2007/08-2012/13
Badminton England
Participation numbers
Figure 33: Weekly and monthly badminton participation, 2007/08-2012/13
Participation initiatives
Funding
Figure 34: Sport England awards through Exchequer and Lottery sources for badminton, 2007/08-2012/13
Lawn Tennis Association
Participation numbers
Figure 35: Weekly and monthly tennis participation, 2007/08-2012/13
Participation initiatives
Funding
Figure 36: Sport England awards through Exchequer and Lottery sources for lawn tennis, 2007/08-2012/13
British Equestrian Federation
Participation numbers
Figure 37: Weekly and monthly equestrian participation, 2007/08-2012/13
Participation initiatives
Funding
Figure 38: Sport England awards through Exchequer and Lottery sources for equestrian, 2007/08-2012/13
England Squash and Racketball
Participation numbers
Figure 39: Weekly and monthly squash and racketball participation, 2007/08-2012/13
Participation initiatives
Funding
Figure 40: Sport England awards through Exchequer and Lottery sources for squash, 2007/08-2012/13
Bowls England
Participation numbers
Figure 41: Weekly and monthly bowls participation, 2007/08 - 2012/13
Participation initiatives
Funding
Figure 42: Sport England awards through Exchequer and Lottery sources for bowls, 2010/11-2012/13
SPORTS PLAYED
Key points
Running and cycling slow the pace
Figure 43: Sports played in last six months, June 2011-May 2013
Team sports expanding squad sizes
Figure 44: Participation in sport types, by age, May 2013
Individuals keep (f)it in the family
Figure 45: Repertoires of sports played, by type of sport, May 2013
VENUES FOR PLAYING SPORT
Key points
Public sector faces cuts
Figure 46: Venues used for participation in sport, May 2013
Single-sex facilities?
Figure 47: Venues used for participation in sport, by gender, May 2013
More schools need to look for life beyond the bell
Figure 48: Venues used for participation in sport, by socio-economic group, May 2013
Majority of participants play home and away
Figure 49: Repertoires of venues used to play sport, May 2013
LONDON 2012 PARTICIPATION LEGACIES
Key points
Hard-to-reach stay on the sidelines
Figure 50: Impact of the London 2012 Olympic Games on sport participation, May 2013
Team GB a bigger inspiration than Olympic spirit?
Figure 51: Impact of the London 2012 Olympic Games on sport participation, by type of sport played, May 2013
Olympic inspiration largely a London thing
Figure 52: Impact of the London 2012 Olympic Games on sport participation, by region, May 2013
Collectivism of the Games bypasses doorstep sports
Figure 53: Impact of the London 2012 Olympic Games on sport participation, by venues used for playing sport, May 2013
FAMILY SPORT
Key points
More sporting families than lone parent participants
Figure 54: Family sport participation habits, May 2013
Coaches for kids: First parents, then clubs, but who next?
Figure 55: Children’s participation in sport with parents and in organised clubs, by age of children, May 2013
Parents and children team up around competition and racquets
Figure 56: Encouragement of children to play sports parents are interested in, by type of sport played, May 2013
Club settings key to promoting new parental play
Figure 57: Taking up a sport as a result of my child playing it, by venue at which sport is played, May 2013
INCENTIVES TO PLAYING SPORT
Key points
Cost-cutting key to avoiding cutting back
Figure 58: Incentives to playing sport, May 2013
Loosening formal play to attract more casuals
Figure 59: Interest in being able to play sport without making a regular commitment, by venues used to play sport, May 2013
Take to the streets to fill sporting knowledge gaps
Figure 60: Demand for more information about local sport participation opportunities and people to play with, by sports played, May 2013
DOORSTEP SPORT NOT JUST FOR THE YOUNG – CHAID ANALYSIS
Methodology
Cheaper access key to expanding leisure repertoires to include sport
Figure 61: Sports Participation – CHAID – Tree output, May 2013
Figure 62: Sports Participation – CHAID – Table output, May 2013
APPENDIX – MARKET DRIVERS
Figure 63: Trends in the age structure of the UK population, by gender, 2008-18
APPENDIX – MARKET SIZE AND FORECAST
Figure 64: Forecast of consumer expenditure on participation in sport, 2013-18
APPENDIX – SEGMENT PERFORMANCE
Figure 65: Participation in individual sports, 2007/08-2012/13
APPENDIX – SPORTS PLAYED
Figure 66: Most popular sports played in last six months, by demographics, May 2013
Figure 67: Next most popular sports played in last six months, by demographics, May 2013
Figure 68: Next most popular sports played in last six months, by demographics, May 2013
Figure 69: Next most popular sports played in last six months, by demographics, May 2013
Figure 70: Other sports played in last six months, by demographics, May 2013
Figure 71: Popular sports played in last six months, by demographics, May 2013
Figure 72: Least popular sports played in last six months, by demographics, May 2013
Figure 73: Repertoire of types of sports played, May 2013
Figure 74: Repertoire of sports played within individual/keep fit sports group, May 2013
Figure 75: Repertoire of sports played within team/competitive sports group, May 2013
Figure 76: Repertoire of sports played within racquet sports group, May 2013
Figure 77: Repertoire of sports played within outdoor/alternative sports group, May 2013
APPENDIX – VENUES FOR PLAYING SPORT
Figure 78: Most popular sport participation venues used, by demographics, May 2013
Figure 79: Next most popular sport participation venues used, by demographics, May 2013
APPENDIX – LONDON 2012 PARTICIPATION LEGACIES
Figure 80: Most popular impact of the London 2012 Olympic Games on sport participation, by demographics, May 2013
Figure 81: Next most popular impact of the London 2012 Olympic Games on sport participation, by demographics, May 2013
Figure 82: Impact of the London 2012 Olympic Games on sport participation, by most popular sports played in last six months, May 2013
Figure 83: Impact of the London 2012 Olympic Games on sport participation, by next most popular sports played in last six months, May 2013
Figure 84: Impact of the London 2012 Olympic Games on sport participation, by other sports played in last six months, May 2013
Figure 85: Impact of the London 2012 Olympic Games on sport participation, by least popular sports played in last six months, May 2013
Figure 86: Impact of the London 2012 Olympic Games on sport participation, by most popular sport participation venues used, May 2013
Figure 87: Impact of the London 2012 Olympic Games on sport participation, by next most popular sport participation venues used, May 2013
APPENDIX – FAMILY SPORT
Figure 88: Most popular family sport participation habits, by demographics, May 2013
Figure 89: Next most popular family sport participation habits, by demographics, May 2013
Figure 90: Family sport participation habits, by family sport participation habits, May 2013
Figure 91: Family sport participation habits, by most popular sports played in last six months, May 2013
Figure 92: Family sport participation habits, by next most popular sports played in last six months, May 2013
Figure 93: Family sport participation habits, by other sports played in last six months, May 2013
Figure 94: Family sport participation habits, by most popular sport participation venues used, May 2013
Figure 95: Family sport participation habits, by next most popular sport participation venues used, May 2013
Figure 96: Family sport participation habits, by most popular impact of the London 2012 Olympic games on sport participation, May 2013
Figure 97: Family sport participation habits, by next most popular impact of the London 2012 Olympic games on sport participation, May 2013
APPENDIX – INCENTIVES TO PLAYING SPORT
Figure 98: Most popular incentives to playing sport, by demographics, May 2013
Figure 99: Next most popular incentives to playing sport, by demographics, May 2013
Figure 100: Other incentives to playing sport, by demographics, May 2013
Figure 101: Incentives to playing sport, by most popular incentives to playing sport, May 2013
Figure 102: Incentives to playing sport, by next most popular incentives to playing sport, May 2013
Figure 103: Incentives to playing sport, by other incentives to playing sport, May 2013
Figure 104: Incentives to playing sport, by most popular sports played in last six months, May 2013
Figure 105: Incentives to playing sport, by next most popular sports played in last six months, May 2013
Figure 106: Incentives to playing sport, by other sports played in last six months, May 2013
Figure 107: Incentives to playing sport, by least popular sports played in last six months, May 2013
Figure 108: Incentives to playing sport, by most popular sport participation venues used, May 2013
Figure 109: Incentives to playing sport, by next most popular sport participation venues used, May 2013
Figure 110: Incentives to playing sport, by most popular family sport participation habits, May 2013
Figure 111: Incentives to playing sport, by next most popular family sport participation habits, May 2013

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