Author: Mintel Group Ltd.
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Sports Sponsorship - UK - March 2019

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
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
Figure 1: Football Premier League clubs’ commercial revenue, £ million, 2012/13-2016/17
Sports viewership figures
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
eSports: the golden egg
The facts
The implications
Mounting scrutiny around gambling companies
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Football remains top, dominated by the Premier League
Sports viewership figures
Market forecast to maintain trajectory in coming years
MARKET SIZE – FOOTBALL SPONSORSHIP
Football remains the main player
The Premier League is king
Figure 3: Football Premier League club revenue, £ million, 2016/17
New wave of sponsorship deals drives Premier League clubs’ commercial revenue
Figure 4: Football Premier League commercial revenue, £ million, 2012/13-2016/17
An elite within an elite
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
Figure 6: Championship clubs' average revenues, with and without parachute payments, £ million, 2016/17
Figure 7: Football League clubs' revenues, £ million, 2015/16 and 2016/17
Sponsorship in English football tournaments
Scottish Premiership sponsorship revenues increase again
Figure 8: Scottish Premiership sponsorship and commercial revenue, € million, 2014/15-2016/17
MARKET OVERVIEW – OTHER MAJOR SPORTS 
Tennis
The Lawn Tennis Association
Figure 9: Lawn Tennis Association group revenue, % of total revenue, 2017
The traditional approach of the Wimbledon Championships remains unique
Rugby union
Domestic
International
Figure 10: England Rugby Football Union revenue, % of total, 2017/18
Rugby league
Domestic
International
Cricket
Domestic
International
Cycling
Athletics
Figure 11: UK Athletics revenue, % of total, year to March 2018
Motor racing
Golf
MARKET FORECAST
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
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
Figure 13: Global eSports economy, $ million, 2015-19
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
Business investment levels
Figure 15: UK business investment, £ million, Q1 2015-Q3 2018
MARKET TRENDS
Sports viewership figures
Figure 16: Sports watched live on TV or online, October 2016 and 2018
Changing means of sports consumption
Figure 17: Services used to watch live sport, October 2018
Figure 18: Viewership of sports content, October 2018
What does this mean for sponsors?
Consumer reaction to sports sponsorship
Brand loyalty
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
Figure 20: Fan priorities for football club sponsors, July 2018
MARKET DRIVERS
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
Series of acquisitions
Call for more active commercial partnerships
LAUNCH ACTIVITY AND INNOVATION 
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
Chime Communications
Recent company activity
Financial information
Figure 21: Financial analysis of Chime Group Holding, £ million, 2015-17
Engine Partners UK
Recent company activity
Financial information
Figure 22: Financial analysis of Engine Partners UK, £ million, 2013-17
Havas Sports & Entertainment
Recent company activity
Financial information
Figure 23: Financial analysis of Havas Sports & Entertainment, £ million, 2013-17
M&C Saatchi Sport & Entertainment
Recent company activity
Financial information
Figure 24: Financial analysis of M&C Saatchi Sport & Entertainment, £ million, 2013-17
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Methodology
FURTHER SOURCES AND CONTACTS
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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