Abstract
The sports event market is a vibrant sector that enjoyed considerable growth from 2002 to 2007, but missed significant earning opportunities. Sports event marketing has focused on attracting serious sports fans, overlooking potentially lucrative individuals who need more convincing to attend events.
This report uncovers and examines these overlooked opportunities in detail, and provides specific recommendations for capitalizing on them:
- An analysis of attitudes and behavior of three consumer cohorts: Super Fans, Social Fans, Family Fans
- An examination of products and attractions that will appeal to all three cohorts
- Practical steps marketers and stadiums can take to make their properties year-round destinations
- A review of market penetration for popular products and services (game-day memorabilia, alcohol consumption, online sports social networking sites, betting, etc.), and what marketers can do to make these offerings more appealing
- Which sports are likely to be popular in the near future, and which are likely to gain market share
Readers of this report will have comprehensive insight into the sporting events market, with Mintel' s concrete recommendations on seizing opportunities to increase revenues.
This report covers the sporting event market, with a focus on attitudes and spending patterns at sporting events. Related topics, such as national advertising campaigns, popular sports websites, sponsorships, and psychodemographic factors are also examined.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Executive Summary
- Market snapshot
- Insights, archetypes, and opportunities
- Men are the target
- Hispanics: a key demographic
- What they buy
- Other things they do at sporting events
- Sports of the future
- Market Drivers
- Men are the target...
- Figure 2: Male population by age, 2002-12
- Figure 3: Sporting event interests, by gender, January 2008
- ...and Hispanics are the bulls eye
- Figure 4: Total population and Hispanic population by age, 2006
- Most popular sports in 2007
- Figure 5: Ten most popular sports, 2007
- The Super Bowl: the grand daddy of sports events marketing
- New stadiums drive sales
- Naming rights bring in the cash
- Figure 6: Naming rights deals at major league facilities
- Popular athletes make the register ring
- Figure 7: Most popular and most endorsed athletes, 2007
- Market Size and Forecast
- Key points
- Figure 8: Total U.S. gate revenues, at current and constant prices, 2002-07
- Related markets
- Figure 9: Amount spent on ticket sales and related items, 2006
- Figure 10: U.S. sports market, by segment, 2005 & 2007
- Advertising and Promotion
- Overview
- Figure 11: Top ten sports advertisers, 2005 and 2006
- Analysis of commercial spots
- The halo effect
- Figure 12: 4th Phase/Chicago Bears TV ad clip
- My hero
- Figure 13: Grand Prix of Cleveland TV ad clip
- Figure 14: Fédération Internationale de Basketball Amateur (FIBA) America' s Champion TV ad clip
- Figure 15: Traveler' s Championship TV ad clip
- Immersive experiences
- Figure 16: Belmont Stakes TV ad clip
- The thrill of the game
- Figure 17: Chicago Bulls TV ad clip
- Figure 18: Michigan International Speedway TV ad clip
- Three Archetypes of Fans: Super Fans, Social Fans, Family Fans
- Introduction
- Who are they?
- Figure 19: Sports cohorts by gender, January 2008
- Figure 20: Sports cohorts by age, January 2008
- Figure 21: Sports cohorts by race/ethnicity, January 2008
- Figure 22: Sports cohorts by income, January 2008
- Figure 23: Sports cohorts by age, by children in household, January 2008
- Where they watch sports
- Figure 24: Sporting event viewing locations, by type of fan, January 2008
- What they buy
- Figure 25: Items bought at sporting events, by type of fan, January 2008
- Frequency of placing bets
- Figure 26: Frequency of betting on sporting events, by type of fan, January 2008
- Amount spent on tickets in past year
- Figure 27: Amount spent on sporting event tickets in past year, by type of fan, January 2008
- Hours spent on sports-related online networks
- Figure 28: Hours spent on sports-related online social networks, by type of fan, January 2008
- Overnight stays in a hotel for a sports trip
- Figure 29: Number of hotel/motel stays for sporting events in past year, by type of fan, January 2008
- Figure 30: Description of hotel/motel stays for sporting events in past year, by type of fan, January 2008
- Factors that Drive Attendance at Sporting Events
- Introduction
- Figure 31: Sporting event interests, January 2008
- Figure 32: Sporting event interests, by gender, January 2008
- Attitudes Towards Sports Events
- Figure 33: Sporting event habits and attitudes, January 2008
- Figure 34: Sporting event habits and attitudes, by gender, January 2008
- Viewing of Sporting Events
- Introduction
- Figure 35: Sporting event viewing locations, January 2008
- Figure 36: Sporting event viewing locations, by gender, January 2008
- Purchase of Tickets for Sports Events
- Introduction
- Amount spent on tickets
- Figure 37: Amount spent on sporting event tickets in past year, January 2008
- Figure 38: Amount spent on sporting event tickets in past year, by gender, January 2008
- Where tickets were purchased
- Figure 39: Where sporting event tickets were purchased in past year, January 2008
- Figure 40: Where sporting event tickets were purchased in past year, by gender, January 2008
- Purchases Made at Sporting Events
- Introduction
- Figure 41: Sporting event purchases, January 2008
- Figure 42: Items bought at sporting events, by gender, January 2008
- Figure 43: Items bought at sporting events, by age, January 2008
- Attitudes Towards Sports Gambling
- Introduction
- Frequency of placing bets
- Figure 44: Frequency of betting on sporting events, January 2008
- Figure 45: Frequency of betting on sporting events, by gender, January 2008
- Using mobile electronic devices to place bets
- Figure 46: Using a mobile electronic device to bet on sporting events, January 2008
- Figure 47: Using a mobile electronic device to bet on sporting events, by age, January 2008
- Sports and Alcohol
- Introduction
- Incidence of viewing a sports event at a bar
- Figure 48: Very likely to view a sporting event at a bar, January 2008
- Alcohol consumption at games
- Figure 49: Alcohol consumption at sporting events, January 2008
- Figure 50: Alcohol consumption at sporting events, by gender, January 2008
- Attitudes Towards Sports Television
- Introduction
- Hours of sports TV watched per week
- Figure 51: Hours spent watching sports on TV, January 2008
- Figure 52: Hours spent watching sports on tv, by gender, January 2008
- Attitudes Towards Sports Websites
- Introduction
- Time spent on sports-related social networks
- Figure 53: Hours spent on sports-related online social networks, January 2008
- Figure 54: Hours spent on sports-related online social networks, by gender, January 2008
- Attitudes Towards Hotel/Motel Stays
- Introduction
- Frequency of overnight hotel/motel stays for sporting events
- Figure 55: Number of hotel/motel stays for sporting events in past year, January 2008
- Figure 56: Number of hotel/motel stays for sporting events in past year, by gender, January 2008
- Attitudes toward overnight stays
- Figure 57: Description of hotel/motel stays for sporting events in past year, January 2008
- Figure 58: Description of hotel/motel stays for sporting events in past year, by age, January 2008
- Race and Ethnicity
- Introduction
- Sporting event interests
- Figure 59: Sporting event interests, by race and ethnicity, January 2008
- Sporting event habits and attitudes
- Figure 60: Sporting event habits and attitudes, by race and ethnicity, January 2008
- Amount spent on tickets in last year
- Figure 61: Amount spent on sporting event tickets in past year, by race and ethnicity, January 2008
- Where events are watched
- Figure 62: Sporting event viewing locations, by race and ethnicity, January 2008
- Sporting event purchases
- Figure 63: Purchases at sporting events, by race and ethnicity, January 2008
- Viewing a sporting event at a bar
- Figure 64: Viewing a sporting event at a bar, by race and ethnicity, January 2008
- Sports-related social networks
- Figure 65: Hours spent on sports-related online social networks, by race and ethnicity, January 2008
- Appendix: Trade Associations
