Sports Enthusiasts - US - July 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definitions
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Snapshot of sports fans
• Sports is not just a game: the mind of the sports fan
• Market snapshot
• Hispanics are hardcore fans
• Sports enthusiasts buy consumer electronics that enhance their enjoyment of the game
• Sports enthusiasts like hotels tied into sporting events
• Sports enthusiasts buy fitness apparel and sporting goods
• Looking ahead
• Market Background
• Introduction
• Demographic breakdown of Obsessed, Casual and Serious sports fans
  • Figure 1: Obsessed, Casual and Serious sports fans, by age and gender, 2006
  • Figure 2: Obsessed, Casual and Serious sports fans, by race, 2006
  • Figure 3: Obsessed, Casual and Serious sports fans, by household income, 2006
  • Figure 4: Obsessed, Casual and Serious sports fans, by education, 2006
• Men are the primary target, marketing to women on the rise
  • Figure 5: Male population by age, 2002-12
  • Figure 6: Female population, by age, 2002-12
• Hispanics show high level of interest in soccer
  • Figure 7: Total population and Hispanic population by age, 2006
• Sports enthusiast profiles by professional sport
  • Figure 8: Profile of avid sports fan, 2006
• Sports is not just a game: the psychology of the sports fan
• Cult of celebrity--sports, music and entertainment collide
  • Figure 9: Top ten athletes for sponsorships, 2006
• Online social networks, live sport streaming sites create new enthusiast niches
• Valuable franchises: those that win and those with die-hard fans
  • Figure 10: Most valuable professional sports franchises, 2006
• Sports emotion as a catalyst for impulse buys
  • Figure 11: Most-watched sports, 2006
  • Figure 12: Sports very interested in, by level of sports enthusiasm, October 2006
  • Figure 13: Most popular year-round television sports shows, 2006
• Market Activity -- Sales of Merchandise and Tickets, and Ad spending
  • Figure 14: Sales of official merchandise, 2006
  • Figure 15: Amount spent on ticket sales and related items, 2006
  • Figure 16: Sports advertising spending by channel, 2006
• Sports Sponsorships
  • Figure 17: Amount spent on sports sponsorships, 2001-06
  • Figure 18: Top corporate sponsors, 2006
• Attitudes and Behaviors of Sports Enthusiasts
• Introduction
• Summary
• A closer look at Hispanic sports fans
• Sports enthusiasts and consumer electronics
• Sports enthusiasts and sports travel
• Sports enthusiasts and fitness apparel
• Who sports enthusiasts are
  • Figure 19: Interest in various sports, by race, April 2007
  • Figure 20: Mean interest in various sports, by employment status, April 2007
  • Figure 21: Hours per week sports TV is watched, by employment status, April 2007
• Attendance at sporting events
  • Figure 22: Attendance at sporting events, by employment status, April 2007
  • Figure 23: Attendance at sporting events, by race, April 2007
  • Figure 24: Money spent on sporting event tickets in previous 12 months, by Hispanic origin, April 2007
• Shopping habits of the sports consumer
  • Figure 25: Shopping habits, by employment status, April 2007
  • Figure 26: Purchases and gifts of sports merchandise, by Hispanic origin, April 2007
• Travel habits of sports consumers
  • Figure 27: Sports travel preferences, by race, April 2007
• Sports enthusiast categories: Casual, Serious and Obsessed
  • Figure 28: Sports enthusiast categories, by gender, October 2006
  • Figure 29: Sports enthusiast categories, by race and ethnic origin, October 2006
  • Figure 30: Sports enthusiast categories, by education, October 2006
• Key sports of interest
  • Figure 31: Sports very interested in, by sports enthusiast category, October 2006
• Characterizing the sports enthusiast
• Sports TV watching
  • Figure 32: Mean Number of hours of TV watched per week, by sports enthusiast category, April 2007
• Opinions about electronics and technology
  • Figure 33: Opinions about electronics and technology, by sports enthusiast category, October 2006
• TV ownership
  • Figure 34: Television ownership and intent to buy, by sports enthusiast category, April 2007
• Video camera ownership/intent to buy
  • Figure 35: Video camera ownership/intent to buy, by sports enthusiast category, April 2007
• Other consumer electronics ownership/intent to buy
  • Figure 36: Various consumer electronics ownership/intent to buy, by sports enthusiast category, April 2007
• Use of cameras at live sports events
  • Figure 37: Use of video games and digital cameras, by sports enthusiast category, April 2007
• The place of video games
  • Figure 38: Video game ownership or usage, by sports enthusiast category, October 2006
  • Figure 39: Brands of video games owned or played, by sports enthusiast category, October 2006
  • Figure 40: Enjoyment derived from playing video games, by sports enthusiast category, April 2007
• Sports enthusiasts and purchases of sporting equipment and apparel
• Sports played
  • Figure 41: Sports played in last 12 months, by sports enthusiast category, October 2006
• Sporting goods owned
  • Figure 42: Sporting goods owned, by sports enthusiast category, October 2006
  • Figure 43: Thirst quencher usage, by sports enthusiast category, October 2006
• Sports enthusiasts and sports travel
• Incidence of staying in a hotel/motel for a sports event
  • Figure 44: Overnight stays at a hotel/motel for a sporting event, by sports enthusiast category, April 2007
• Travel preferences when attending a sports event
  • Figure 45: Travel preferences, by sports enthusiast category, April 2007
• Attending sports events in person
  • Figure 46: Attendance at sporting events in person, by sports enthusiast category, April 2007
• Opinions about overnight lodging for sporting events
  • Figure 47: Opinions about lodging, by sports enthusiast category, April 2007
• Sports enthusiasts and apparel purchases
• Licensed sports clothing purchases
  • Figure 48: Licensed sports clothing purchased, by sports enthusiast category, October 2006
  • Figure 49: Sports team logo clothing purchased, by sports enthusiast category, October 2006
• Types of clothing purchased
  • Figure 50: Types of sports clothing purchased, by sports enthusiast category, October 2006
• Hispanic sports enthusiasts
  • Figure 51: Interest in various sports, by Hispanic origin, April 2007
  • Figure 52: Where sporting event tickets were purchased, by Hispanic origin, April 2007
  • Figure 53: Overnight stays at a hotel/motel for a sporting event by Hispanic origin, April 2007
  • Figure 54: Travel preferences, by Hispanic origin, April 2007
  • Figure 55: Opinions about lodging, by Hispanic origin, April 2007
  • Figure 56: Where sporting events are watched, by Hispanic origin, April 2007
  • Figure 57: Use of video games and digital cameras, by Hispanic origin, April 2007
• Future Trends
• Sports on the rise
  • Figure 58: Which niche sports are most likely to grow, 2006
• Sports on the slide
  • Figure 59: Change in favorite sports, 1985-2006
• The payoff: get fans close to the action
• Going mobile
  • Figure 60: Various CE ownership/intent to buy, by sports enthusiast category, April 2007
• Going virtual
• The saturation point
• Appendix: Trade Associations