Sports Events Marketing - US - February 2008

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