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.
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