Abstract
About this report
With London' s right to host the 2012 Olympic Games having been secured on a premise of turning the UK into a nation of active sportsmen and women on the back of it, this should be a boom time for the nation' s highest-profile participation sports. But the onset of the deepest recession in generations is changing the entire social and economic landscape on which those ambitions were raised, and has brought a whole range of new uncertainties into play as a result.
Sports participation is in many ways better equipped than almost all rival leisure sectors to avoid the worst of the economic downturn, but it is by no means immune to trading down behaviours and reductions in frequency of involvement. Consumers have better access to facilities and participation initiatives are becoming more attractive as sponsorship propositions. However, the market is dominated by casual play that carries a higher risk of drop-out and may have become too closely associated with health and fitness promotion to be valued as a source of fun in its own right.
This report seeks to examine the prospects for increasing levels of participation within the UK' s ten most popular sports by assessing current patterns of play and provision, analysing consumer attitudes towards them and testing the hypothesis that: "Britons will increasingly turn to playing sport as a physical and mental escape from the financial pressures they face in the current recession."
Main issues
- How important is sport to the leisure economy?
- What impact is the recession having on participation in sport?
- Will the London 2012 Olympics create a nation of sportsmen and women?
- How can sport tackle under-representation of women within the participation base?
- Which sports are most innovative in encouraging participation?
- Who takes part in the different types of sport?
- How varied are players' participation choices?
- Are issues around cost important determinants of participation patterns?
- What are consumers' main motivations for taking part in sport?
- And what are the main barriers excluding those who do not play?
Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- 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
- 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?
- 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
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