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Football Business - UK - November 2011

“Much of English football’s recent commercial growth has been fuelled by the globalisation of interest in the FA Premier League, but its stadium product remains the platform on which brands can engage with fans when they are at their most passionate.

Alongside this, development of new media technologies is enabling supporters to connect with the game on a 24/7 basis, and for brands to benefit by enabling new kinds of interaction between fans, players and clubs.

Challenges remain for the sport at large in keeping football affordable and ‘traditionalists’ on board, while many of the technologies with greatest potential are still very much at the early adopter phase. For brands, however, the growing need of clubs to grow commercial revenues as they seek to balance their books should create new rights opportunities and improved activation programmes.”

– David Walmsley – Sport and Leisure Analyst

Some questions answered in the report include:

  • How should sponsor brands react to changes in the shape of football’s spectator base?
  • What opportunities are being created by new technologies?
  • How can football be used to reach the young?
  • How can lapsed spectators be re-engaged by the live football experience?
  • How will fans watch their football in the future?
  • How will ‘financial fair play’ impact on brands involved in the football market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Income of English professional football clubs, 2006/07-2016/17
            • Growth slows as reliance on Premier League looks set to increase
              • Market factors
                • Static crowd numbers mask changing habits?
                  • Globalisation changing the game for sponsors
                    • Market segmentation
                      • Figure 2: FA Premier League clubs’ revenue mix, 2005/06-2009/10
                    • Broadcast rights set pace as commercial revenues targeted for growth
                      • The consumer
                        • Figure 3: Attendance at football matches, September 2011
                      • Score draw in attendance, but FAPL wins head to heads
                        • PC the preferred screen, but mobile can make us instant pundits
                          • Figure 4: Methods of engaging with football via PC and mobile phone, September 2011
                        • What we think
                        • Issues in the Market

                            • How should sponsor brands react to changes in the shape of football’s spectator base?
                              • What opportunities are being created by new technologies?
                                • How can football be used to reach the young?
                                  • How can lapsed spectators be re-engaged by the live football experience?
                                    • How will fans watch their football in the future?
                                      • How will ‘financial fair play’ impact on brands involved in the football market?
                                      • Future Opportunities

                                          • Trend: Re-Teching the Past
                                            • Trend: Experience is All
                                            • Internal Market Environment

                                              • Key points
                                                • World Cup interest becoming a two-way street?
                                                  • Figure 5: Interest in football, 2007-11
                                                • Football broadcasting goes beyond TV
                                                  • Figure 6: Television football coverage, 2006-10
                                                • Sponsors can build on stadium spend
                                                  • Figure 7: Capital expenditure on stadia/facilities, by division, 2000/01-2009/10
                                                • Same crowds – different faces
                                                  • Figure 8: Stadium utilisation rates, 2000/01-2009/10
                                                • Globalisation continues apace – on TV...
                                                  • Figure 9: Premier League football overseas television rights values, 1998/99-2010/11
                                                • ...and online
                                                  • Figure 10: FA Premier League website traffic, by region, September 2011
                                                • Sponsors onside to ensure financial fair play
                                                • Broader Market Environment

                                                  • Key points
                                                    • Football ready to bounce
                                                      • Figure 11: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                    • Unemployment
                                                      • Figure 12: Employment and unemployment, by gender, 2006-16
                                                    • Match-going just one touch point for a connected generation
                                                      • Figure 13: Young people’s interest in football, by team support and match attendance, 2006-10
                                                    • Football to remain a star player for pay-TV
                                                      • Figure 14: UK multichannel TV penetration, by platform, 2007-11
                                                    • 3D not yet making the first team
                                                      • Figure 15: HD and 3DTV ownership, 2010 and 2011
                                                    • Smart sponsors target the mobile market
                                                      • Figure 16: Smartphone penetration, 2009-11
                                                  • Competitive Context

                                                    • Key points
                                                      • Access most areas
                                                        • Figure 17: Sports paid to watch at venue, 2007-11
                                                      • Football still top of the media table
                                                        • Figure 18: Sports followed on TV or in newspapers, 2007-11
                                                      • Losing interest – or changing direction?
                                                        • Figure 19: Interest in named sports/pastimes, 2007-11
                                                      • Loyalty a boon in leisure competition
                                                        • Figure 20: Consumer expenditure on selected leisure activities, 2006-10
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • FAPL’s global lap of honour
                                                          • A pub with no glasses
                                                            • Spotter’s badges for Football League fans
                                                              • A merging of media
                                                                • Watching the birdie
                                                                  • You are the PLAYR
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Fan loyalty lays the foundations for growth
                                                                        • Figure 21: Income and attendances of English professional football clubs, 2006/07-2016/17
                                                                      • Forecast
                                                                        • Figure 22: Forecast of English professional football club revenues, 2006/07-2016/17
                                                                        • Figure 23: Forecast of English professional football club attendances, 2006/07-2016/17
                                                                      • Forecast methodology
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Broadcasters now majority funders
                                                                            • Figure 24: FA Premier League clubs’ revenue mix, 2005/06-2009/10
                                                                        • Market Share

                                                                          • Key points
                                                                            • Revenue gap set to widen?
                                                                              • Figure 25: English football revenues, by division, 2005/06-2009/10
                                                                            • A three-tier system in media markets
                                                                              • Figure 26: FA Premier League clubs’ live television appearances and website traffic, 2010/11
                                                                          • Companies and Products

                                                                            • Key points
                                                                              • Manchester United back on top
                                                                                • Figure 27: Premiership clubs’ attendances, stadium utilisation rates and revenues, 2009/10
                                                                              • Manchester United
                                                                                  • Figure 28: On-field performance, Manchester United FC, 2004/05-2010/11
                                                                                  • Figure 29: Key financial indicators, Manchester United FC, 2004/05-2009/10
                                                                                • Chelsea
                                                                                    • Figure 30: On-field performance, Chelsea FC, 2004/05-2010/11
                                                                                    • Figure 31: Key financial indicators, Chelsea FC, 2004/05-2009/10
                                                                                  • Manchester City
                                                                                      • Figure 32: On-field performance, Manchester City FC, 2004/05-2010/11
                                                                                      • Figure 33: Key financial indicators, Manchester City FC, 2004/05-2009/10
                                                                                    • Arsenal
                                                                                        • Figure 34: On-field performance, Arsenal FC, 2004/05-2010/11
                                                                                        • Figure 35: Key financial indicators, Arsenal FC, 2004/05-2009/10
                                                                                      • Tottenham Hotspur
                                                                                          • Figure 36: On-field performance, Tottenham Hotspur FC, 2004/05-2010/11
                                                                                          • Figure 37: Key financial indicators, Tottenham Hotspur FC, 2004/05-2009/10
                                                                                        • Liverpool
                                                                                            • Figure 38: On-field performance, Liverpool FC, 2004/05-2010/11
                                                                                            • Figure 39: Key financial indicators, Liverpool FC, 2004/05-2009/10
                                                                                        • Football Attendance Habits

                                                                                          • Key points
                                                                                            • Premier League wins head to heads
                                                                                              • Figure 40: Football match attendance habits, September 2011
                                                                                            • C2s looking for Premier substitutes?
                                                                                              • Football League games the meat in the weekend sandwich
                                                                                              • Attitudes Towards Football Attendance

                                                                                                • Key points
                                                                                                  • Ticket prices – can’t pay, not won’t pay
                                                                                                    • Figure 41: Attitudes towards football match attendance, September 2011
                                                                                                  • Club classics to bring back the lapsed?
                                                                                                    • Family attendance a whole new ball game
                                                                                                      • Armchair audience polarised by price
                                                                                                      • Following Football through the Media

                                                                                                        • Key points
                                                                                                          • Regular fixtures reap the rewards
                                                                                                            • Figure 42: Methods of following football via media, September 2011
                                                                                                          • Bettors pair up with pubs
                                                                                                          • Following Football Online

                                                                                                            • Key points
                                                                                                              • Free content opens up PC audience
                                                                                                                • Figure 43: Methods of engaging with football online, September 2011
                                                                                                              • Encouraging conversation through mobiles
                                                                                                                • Clubs v media brands: Browsers not taking sides
                                                                                                                • Attitudes Towards Football Viewing

                                                                                                                  • Key points
                                                                                                                    • Feel the (screen) width, feel the quality
                                                                                                                      • Figure 44: Attitudes towards football viewing, September 2011
                                                                                                                    • 3D a technology for special events
                                                                                                                      • Mobile services need to be seen and heard
                                                                                                                      • Appendix – Broader Market Environment

                                                                                                                          • Figure 45: Trends in the age structure of the UK population, by gender, 2006-16
                                                                                                                          • Figure 46: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                          • Figure 47: Employment and unemployment, by gender, 2006-16
                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                          • Figure 48: Forecast of English professional football club revenues, 2011/12-2016/17
                                                                                                                          • Figure 49: Forecast of English professional football club attendances, 2011/12-2016/17
                                                                                                                      • Appendix – Football Attendance Habits

                                                                                                                          • Figure 49: Barclays Premier League match attendance habits, by demographics, September 2011
                                                                                                                          • Figure 50: Other professional football match attendance habits, by demographics, September 2011
                                                                                                                          • Figure 51: International football match attendance habits, by demographics, September 2011
                                                                                                                          • Figure 52: Amateur/semi-professional football match attendance habits, by demographics, September 2011
                                                                                                                          • Figure 53: Football match attendance habits, by football match attendance habits, September 2011
                                                                                                                      • Appendix – Attitudes Towards Football Attendance

                                                                                                                          • Figure 54: Most popular football match attendance habits, by demographics, September 2011
                                                                                                                          • Figure 55: Next most popular football match attendance habits, by demographics, September 2011
                                                                                                                          • Figure 56: Other football match attendance habits, by demographics, September 2011
                                                                                                                          • Figure 57: Attitudes towards football match attendance, by most popular attitudes towards football match attendance, September 2011
                                                                                                                          • Figure 58: Attitudes towards football match attendance, by next most popular attitudes towards football match attendance, September 2011
                                                                                                                          • Figure 59: Attitudes towards football match attendance, by other attitudes towards football match attendance, September 2011
                                                                                                                          • Figure 60: Attitudes towards football match attendance, by football match attendance habits, September 2011
                                                                                                                          • Figure 61: Attitudes towards football match attendance, by most popular methods of following football via media, September 2011
                                                                                                                          • Figure 62: Attitudes towards football match attendance, by next most popular methods of following football via media, September 2011
                                                                                                                      • Appendix – Following Football through the Media

                                                                                                                          • Figure 63: Watched games live on TV at home on Sky, by demographics, September 2011
                                                                                                                          • Figure 64: Watched games live on TV at home on ESPN, by demographics, September 2011
                                                                                                                          • Figure 65: Watched games live on TV at home on a free-to-air channel (eg BBC, ITV), by demographics, September 2011
                                                                                                                          • Figure 66: Watched games live on TV in pubs/bars^, by demographics, September 2011
                                                                                                                          • Figure 67: Watched highlights on TV, by demographics, September 2011
                                                                                                                          • Figure 68: Listened to games live on the radio, by demographics, September 2011
                                                                                                                          • Figure 69: Listened to football-related chat shows on the radio, by demographics, September 2011
                                                                                                                          • Figure 70: Read about football in the newspaper, by demographics, September 2011
                                                                                                                          • Figure 71: Read about football in magazines, by demographics, September 2011
                                                                                                                          • Figure 72: Browsed the internet on a PC or mobile device, by demographics, September 2011
                                                                                                                          • Figure 73: Placed a bet on a football match^, by demographics, September 2011
                                                                                                                          • Figure 74: Methods of following football via media, by most popular methods of following football via media, September 2011
                                                                                                                          • Figure 75: Methods of following football via media, by next most popular methods of following football via media, September 2011
                                                                                                                      • Appendix – Following Football Online

                                                                                                                          • Figure 76: Watching games live online (paid for/as part of a subscription), by demographics, September 2011
                                                                                                                          • Figure 77: Watching games live (free) online, by demographics, September 2011
                                                                                                                          • Figure 78: Watching highlights/other video clips online (paid for/as part of a subscription), by demographics, September 2011
                                                                                                                          • Figure 79: Watching highlights/other video clips online (free), by demographics, September 2011
                                                                                                                          • Figure 80: Browsing club websites, by demographics, September 2011
                                                                                                                          • Figure 81: Browsing general football-related websites, by demographics, September 2011
                                                                                                                          • Figure 82: Read/posted on message boards, blogs etc, by demographics, September 2011
                                                                                                                          • Figure 83: Listened to live games on online radio, by demographics, September 2011
                                                                                                                          • Figure 84: Listening to football-related podcasts, chat shows online, by demographics, September 2011
                                                                                                                          • Figure 85: Buying match tickets, by demographics, September 2011
                                                                                                                          • Figure 86: Buying football-related merchandise, by demographics, September 2011
                                                                                                                          • Figure 87: Placing a bet on football^, by demographics, September 2011
                                                                                                                          • Figure 88: Downloading a football-related app, by demographics, September 2011
                                                                                                                          • Figure 89: Methods of engaging with football online, by most popular methods of engaging with football online, September 2011
                                                                                                                          • Figure 90: Methods of engaging with football online, by next most popular methods of engaging with football online, September 2011
                                                                                                                          • Figure 91: Methods of engaging with football online, by other methods of engaging with football online, September 2011
                                                                                                                      • Appendix – Attitudes Towards Football Viewing

                                                                                                                          • Figure 92: Most popular attitudes towards football viewing, by demographics, September 2011
                                                                                                                          • Figure 93: Next most popular attitudes towards football viewing, by demographics, September 2011
                                                                                                                          • Figure 94: Attitudes towards football viewing, by most popular attitudes towards football viewing, September 2011
                                                                                                                          • Figure 96: Attitudes towards football viewing, by next most popular attitudes towards football viewing, September 2011
                                                                                                                          • Figure 95: Attitudes towards football viewing, by football match attendance habits, September 2011
                                                                                                                          • Figure 96: Attitudes towards football viewing, by most popular methods of following football via media, September 2011
                                                                                                                          • Figure 97: Attitudes towards football viewing, by next most popular methods of following football via media, September 2011

                                                                                                                      Companies Covered

                                                                                                                      • Arsenal Football Club
                                                                                                                      • Aston Villa Football Club
                                                                                                                      • Birmingham City Football Club
                                                                                                                      • Blackburn Rovers Football Club
                                                                                                                      • Bolton Wanderers Football Club
                                                                                                                      • Chelsea Football Club
                                                                                                                      • ENIC
                                                                                                                      • Etihad Airways
                                                                                                                      • Everton Football Club
                                                                                                                      • FC Barcelona
                                                                                                                      • Fulham Football Club
                                                                                                                      • Hull City Football Club
                                                                                                                      • Liverpool Football Club
                                                                                                                      • Manchester City Football Club
                                                                                                                      • Manchester United PLC
                                                                                                                      • Real Madrid CF
                                                                                                                      • Stoke City Football Club Ltd
                                                                                                                      • Sunderland Association Football Club Ltd
                                                                                                                      • Tottenham Hotspur PLC
                                                                                                                      • Union of European Football Association (UEFA)
                                                                                                                      • West Ham United Football Club
                                                                                                                      • Wigan Athletic Football Club
                                                                                                                      • Wolverhampton Wanderers Football Club

                                                                                                                      Football Business - UK - November 2011

                                                                                                                      £1,995.00 (Excl.Tax)