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Football Business - UK - November 2010

This report tracks recent changes in the way consumers follow football and the attitudes they hold towards it, and considers these in the context of wider trends in the game and UK society. In so doing, it examines the hypothesis that “England’s continuing failure in international football is as big a barrier to the club game’s prospects of expanding its domestic customer base as are the more obvious obstacles of high ticket prices or restriction of live broadcasting to pay-TV platforms”.

  • The value of the English football market is expected to breach the £3 billion barrier within 18 months, having grown revenues by more than 50% since 2005.With attendances effectively static over the same period, income growth has been driven by increased matchday spend per capita, higher levels of commercial activity and – above all – a continuing boom in the value of domestic and overseas television rights.
  • Casual fans (interested in football but don’t watch every week) and passive fans (watch an occasional match but not really that interested) are significantly more responsive to the international game than to club competition. These fans are generally from areas comparatively under-served by professional club football, suggesting England-related promotion can be most effective in reaching these types of consumer in these particular areas.
  • Those who prefer club football to the international game are far more likely to be male than female, are most commonly aged 16-34, upscale socio-economically, better off financially, non-readers of newspapers and viewers of satellite TV.
  • Consumers who prefer international to club football, are as likely to be female as to be male, are younger, less affluent and lower-level viewers of satellite TV than their club-fan counterparts, but are also upscale socio-economically and prefer broadsheet newspapers.
  • Football fans’ viewing intentions are largely positive in the short term at least, with almost twice as many fans planning to attend more games this season than expecting to attend fewer.
  • Women are almost as likely as men to aim to attend more matches – but are still expected to remain infrequent rather than regular match-goers.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

              • Trend: One World Harmony
                • Trend: Carnivore, Herbivore... Locavore
                • Market in Brief

                  • Media rights rises push market value to brink of £3 billion
                    • Stadium development proves a game changer...
                      • Creating a new experience for a new sports consumer
                        • Casual fans support their local country
                          • World Cup fall-out hits shops, not stadia
                            • 3DTV the World Cup technology showcase winner
                              • Football betting still on the upgrade
                                • Sponsorships reaching a mass market – with a little help from our kids
                                  • Clubs pedal harder to stand still in recession
                                  • Internal Market Environment

                                    • Key points
                                      • World Cup tackles sliding interest
                                        • Figure 1: Interest in football, 2006-10
                                      • Broadcasters root for international success
                                        • Figure 2: Television football coverage, 2005-09*
                                      • Print publications protected by generalisation
                                        • Figure 3: Leading football magazines, by audited circulation, 2005-09
                                      • Net tightens on illegal match streaming?
                                        • Mobile in play, home or away
                                          • Stadium investment to shift from quantity to quality
                                            • Figure 4: Capital expenditure on stadia/facilities, by English clubs, 1999-2009
                                          • Clubs become more creative to keep crowds coming in
                                            • Figure 5: Stadium utilisation rates, 1999-2009
                                          • Betting to boost broadcast appeal?
                                            • Figure 6: Betting shop football gamblers, by demographics, May 2009
                                          • Small screen shrinks geography, grows income
                                            • Figure 7: Premier League football overseas television rights values, 1998-2011
                                          • No sweeter smell than success
                                            • Figure 8: Most popular FA Premier League club websites, by total unique visitors, 2009-10
                                        • Broader Market Environment

                                          • Key points
                                            • Football prices still worth paying
                                              • Figure 9: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                            • Community support to come under strain?
                                              • Figure 10: Employment and unemployment, by gender, 2005-15
                                            • Does match-going need to mind the generation gap?
                                              • Figure 11: Young people’s interest in football, by team support and match attendance, 2005-09
                                            • Football not keeping pace with upward mobility
                                              • Figure 12: Forecast adult population trends, by socio-economic group, 2005-15
                                            • Technology: 3D draws a bigger crowd than HD
                                              • Technology: Internet takes up central role
                                                • Figure 13: football club website traffic, by region of origin, September 2010
                                            • Competitive Context

                                              • Key points
                                                • Rival sports: Participants gain on spectators
                                                  • Figure 14: Interest in named sports/pastimes, 2006-10
                                                • Spectator sports: football still in a league of its own
                                                  • Figure 15: Sports paid to watch at venue, 2006-10
                                                • Media sports: is kick-off becoming a turn off?
                                                  • Figure 16: Sports watched on TV or read about in newspapers, 2006-10
                                                • Rival leagues: German people, English pounds
                                                  • Figure 17: Major European football leagues, revenue and attendance trends, 2004-09
                                                • Betting sports: Football winning promotion
                                                  • Figure 18: Activities done at betting shops, May 2009
                                              • Strengths and Weaknesses in the Market

                                                  • Strengths
                                                    • Stadium development
                                                      • Global reach
                                                        • Use of technology
                                                          • Betting appeal
                                                            • Sponsorship sophistication
                                                              • Weaknesses
                                                                • Cost
                                                                  • England’s World Cup failure
                                                                    • Entertainment market competition
                                                                      • Levels of casual interest
                                                                        • Media isolation
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Shirt sponsors x 2... or x 12
                                                                              • A share in democracy?
                                                                                • Blue Square
                                                                                  • Clubs switch on to the digital stadium
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • £3 billion barrier now in sight
                                                                                        • Figure 19: Income and attendances of English professional football clubs, 2005/06-2015/16
                                                                                      • Market forecasts
                                                                                        • Figure 20: Forecast of income of English professional football clubs, 2005-15
                                                                                        • Figure 21: Forecast of attendances of English professional football clubs, 2005-15
                                                                                      • Forecast methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • All four divisions producing results
                                                                                            • Figure 22: English football revenues, by division, 2004/05-2008/09
                                                                                          • A closer contest in crowds
                                                                                            • Figure 23: Percentage share of English professional football attendances, by division, 2005/06-2009/10
                                                                                          • Small screen the biggest earner
                                                                                            • Figure 24: FA Premier League clubs’ revenue mix, 2004/05-2008/09
                                                                                        • Companies and Products

                                                                                          • Key points
                                                                                            • Manchester United maintain money league leadership
                                                                                              • Figure 25: Premiership clubs’ attendances, stadium utilisation rates and revenues, 2008/09
                                                                                            • Major players
                                                                                              • Manchester United
                                                                                                  • Figure 26: On-field performance, Manchester United FC, 2004/05-2009/10
                                                                                                  • Figure 27: Key financial indicators, Manchester United FC, 2004/05-2008/09
                                                                                                • Chelsea
                                                                                                    • Figure 28: On-field performance, Chelsea FC, 2004/05-2009/10
                                                                                                    • Figure 29: Key financial indicators, Chelsea FC, 2004/05-2008/09
                                                                                                  • Arsenal
                                                                                                      • Figure 30: On-field performance, Arsenal FC, 2004/05-2009/10
                                                                                                      • Figure 31: Key financial indicators, Arsenal FC, 2004/05-2008/09
                                                                                                    • Liverpool
                                                                                                        • Figure 32: On-field performance, Liverpool FC, 2004/05-2009/10
                                                                                                        • Figure 33: Key financial indicators, Liverpool FC, 2004/05-2008/09
                                                                                                      • Tottenham Hotspur
                                                                                                          • Figure 34: On-field performance, Tottenham Hotspur FC, 2004/05-2009/10
                                                                                                          • Figure 35: Key financial indicators, Tottenham Hotspur FC, 2004/05-2008/09
                                                                                                        • Manchester City
                                                                                                            • Figure 36: On-field performance, Manchester City FC, 2004/05-2009/10
                                                                                                            • Figure 37: Key financial indicators, Manchester City FC, 2004/05-2008/09
                                                                                                        • How Do We Follow Football?

                                                                                                          • Key points
                                                                                                            • International army of casuals can boost domestic hard core
                                                                                                              • Figure 38: Interest in football, September 2010
                                                                                                            • England: Everyone’s local team?
                                                                                                              • We need open goals
                                                                                                                • Figure 39: Means of following football in the last 12 months, September 2010
                                                                                                              • Socialising at the stadium
                                                                                                                • Radio a reliable substitute
                                                                                                                  • Virtuous triangle connects pubs, radio and betting
                                                                                                                  • What Did We Think of the World Cup?

                                                                                                                    • Key points
                                                                                                                      • England’s early exit sparks switch-off
                                                                                                                        • Figure 40: Attitudes towards the 2010 FIFA World Cup, September 2010
                                                                                                                      • Clubs find casual interest hard to capture in current international climate
                                                                                                                        • Devalued friendlies make diverse enemies
                                                                                                                        • What Do We Think About Football?

                                                                                                                          • Key points
                                                                                                                            • Football sponsorship still hitting the target
                                                                                                                              • Figure 41: Attitudes towards football, September 2010
                                                                                                                            • Old-school fans forced into retirement...
                                                                                                                              • ... as a new breed emerges
                                                                                                                                • Seeing is believing
                                                                                                                                • What Will We Do This Season?

                                                                                                                                  • Key points
                                                                                                                                    • Beautiful game still attractive
                                                                                                                                      • Figure 42: Football viewing intentions, September 2010
                                                                                                                                    • Technology the big game for TV
                                                                                                                                      • Pubs as subs
                                                                                                                                        • World Cup a showcase for more than the game
                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                            • Figure 43: Trends in the age structure of the UK population, by gender, 2005-15
                                                                                                                                            • Figure 44: Broadband penetration, by demographics, 2004-10
                                                                                                                                        • Appendix – How Do We Follow Football?

                                                                                                                                            • Figure 45: Interest in football, by demographics, September 2010
                                                                                                                                            • Figure 46: Most popular regular means of following football in the last 12 months, by demographics, September 2010
                                                                                                                                            • Figure 47: Next most popular regular means of following football in the last 12 months, by demographics, September 2010
                                                                                                                                            • Figure 48: Other regular means of following football in the last 12 months, by demographics, September 2010
                                                                                                                                            • Figure 49: Most popular ocassional means of following football in the last 12 months, by demographics, September 2010
                                                                                                                                            • Figure 50: Next most popular occasional means of following football in the last 12 months, by demographics, September 2010
                                                                                                                                            • Figure 51: Other occasional means of following football in the last 12 months, by demographics, September 2010
                                                                                                                                            • Figure 52: Means of following football (regularly or occasionally) in the last 12 months, by most popular means of following football in the last 12 months (regularly or occasionally), September 2010
                                                                                                                                            • Figure 53: Means of following football (regularly or occasionally) in the last 12 months, by next most popular means of following football (regularly or occasionally) in the last 12 months, September 2010
                                                                                                                                            • Figure 54: Means of following football (regularly or occasionally) in the last 12 months, by other means of following football (regularly or occasionally) in the last 12 months, September 2010
                                                                                                                                            • Figure 55: Means of following football (regularly or occasionally) in the last 12 months, by interest in football, September 2010
                                                                                                                                        • Appendix – What Did We Think of the World Cup?

                                                                                                                                            • Figure 56: Attitudes towards the 2010 FIFA World Cup, by demographics, September 2010
                                                                                                                                            • Figure 57: Attitudes towards the 2010 FIFA World Cup, by most popular attitudes towards the 2010 FIFA World Cup, September 2010
                                                                                                                                            • Figure 58: Attitudes towards the 2010 FIFA World Cup, by next most popular attitudes towards the 2010 FIFA World Cup, September 2010
                                                                                                                                            • Figure 59: Attitudes towards the 2010 FIFA World Cup, by interest in football, September 2010
                                                                                                                                        • Appendix – What Do We Think About Football?

                                                                                                                                            • Figure 60: Attitudes towards football, by demographics, September 2010
                                                                                                                                            • Figure 61: Attitudes towards football, by most popular attitudes towards football, September 2010
                                                                                                                                            • Figure 62: Attitudes towards football, by next most popular attitudes towards football, September 2010
                                                                                                                                            • Figure 63: Attitudes towards football, by most popular attitudes towards the 2010 FIFA World Cup, September 2010
                                                                                                                                            • Figure 64: Attitudes towards football, by next most popular attitudes towards the 2010 FIFA World Cup, September 2010
                                                                                                                                            • Figure 65: Attitudes towards football, by most popular means of following football (regularly or occasionally) in the last 12 months, September 2010
                                                                                                                                            • Figure 66: Attitudes towards football, by next most popular means of following football (regularly or occasionally) in the last 12 months, September 2010
                                                                                                                                            • Figure 67: Attitudes towards football, by other means of following football (regularly or occasionally) in the last 12 months, September 2010
                                                                                                                                            • Figure 68: Attitudes towards football, by interest in football, September 2010
                                                                                                                                        • Appendix – What Will We Do This Season?

                                                                                                                                            • Figure 69: Football viewing intentions, by demographics, September 2010
                                                                                                                                            • Figure 70: Football viewing intentions, by most popular football viewing intentions, September 2010
                                                                                                                                            • Figure 71: Football viewing intentions, by next most popular football viewing intentions, September 2010
                                                                                                                                            • Figure 72: Football viewing intentions, by most popular attitudes towards football, September 2010
                                                                                                                                            • Figure 73: Football viewing intentions, by next most popular attitudes towards football, September 2010
                                                                                                                                            • Figure 74: Football viewing intentions, by most popular attitudes towards the 2010 FIFA World Cup, September 2010
                                                                                                                                            • Figure 75: Football viewing intentions, by next most popular attitudes towards the 2010 FIFA World Cup, September 2010
                                                                                                                                            • Figure 76: Football viewing intentions, by most popular means of following football (regularly or occasionally) in the last 12 months, September 2010
                                                                                                                                            • Figure 77: Football viewing intentions, by next most popular means of following football (regularly or occasionally) in the last 12 months, September 2010
                                                                                                                                            • Figure 78: Football viewing intentions, by other means of following football (regularly or occasionally) in the last 12 months, September 2010
                                                                                                                                            • Figure 79: Football viewing intentions, by means of following football most likely not to have done in the last 12 months, September 2010
                                                                                                                                            • Figure 80: Football viewing intentions, by means of following football next most likely not to have done in the last 12 months, September 2010
                                                                                                                                            • Figure 81: Football viewing intentions, by interest in football, September 2010

                                                                                                                                        Companies Covered

                                                                                                                                        • Arsenal Football Club
                                                                                                                                        • Aston Villa Football Club
                                                                                                                                        • Audit Bureau of Circulations
                                                                                                                                        • Bank of England
                                                                                                                                        • Bauer Consumer Media
                                                                                                                                        • Blackburn Rovers Football Club
                                                                                                                                        • Bolton Wanderers Football Club
                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                        • Chelsea Football Club
                                                                                                                                        • ESPN, Inc.
                                                                                                                                        • Everton Football Club
                                                                                                                                        • Fédération Internationale de Football Association
                                                                                                                                        • Fulham Football Club
                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                        • Haymarket Group (The)
                                                                                                                                        • Hull City Football Club
                                                                                                                                        • Investec
                                                                                                                                        • Kantar Media
                                                                                                                                        • Ladbrokes Ltd
                                                                                                                                        • Liverpool Football Club
                                                                                                                                        • Manchester City Football Club
                                                                                                                                        • Manchester United PLC
                                                                                                                                        • Middlesbrough Football Club
                                                                                                                                        • National Basketball Association
                                                                                                                                        • Newcastle United PLC
                                                                                                                                        • Portsmouth Football Club
                                                                                                                                        • Royal Bank of Scotland Group plc
                                                                                                                                        • Setanta Sports
                                                                                                                                        • Stoke City Football Club Ltd
                                                                                                                                        • Sunderland Association Football Club Ltd
                                                                                                                                        • Tottenham Hotspur PLC
                                                                                                                                        • Union of European Football Association (UEFA)
                                                                                                                                        • Virgin Money
                                                                                                                                        • West Ham United Football Club
                                                                                                                                        • Wigan Athletic Football Club

                                                                                                                                        Football Business - UK - November 2010

                                                                                                                                        £1,995.00 (Excl.Tax)