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Football - UK - November 2012

“Football revenues will continue to be buoyed by the game’s rising TV and commercial segments but, for perhaps the first time since the 1980s, direct consumer expenditure is under genuine pressure as a result of the straining wider economy.

In the face of supporter demands for cheaper tickets, FAPL clubs will point to high utilisation rates to justify current prices, but could also look to technology-led investment to deliver an improved stadium experience that can lift average revenue per seat without bumping up admission costs.

Beyond the stadium, new technologies and media platforms are creating new ways of following football, particularly around mobile devices. These propositions can deepen fans’ engagement with the game through always-on connections and change the way in which consumers watch live football in future.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • Is football now vulnerable to the economy?
  • Are match tickets too expensive?
  • How can the stadium experience be improved?
  • What is the role of mobile in football’s marketing mix?
  • Can tablets give the game a new viewing platform?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of English professional football club revenues, 2006/07-2017/18
            • Growth takes a break...
              • ... before returning with another great leap forward
                • Market drivers
                  • Domestic excitement builds on international interest
                    • Clubs price more flexibly as supporters feel the pinch
                      • Market segmentation
                        • Figure 2: FAPL clubs revenue mix, 2010/11
                      • Television to cement its dominance of the FAPL mix
                        • Affluent advantaged in static attendance segment
                          • The consumer
                            • Figure 3: Frequency of attending live football matches, July 2012
                          • Price and value offer lower league clubs a route to mass market appeal
                            • Fans trade down or go without
                              • Figure 4: Methods of following football online, July 2012
                            • Tablets offer a new alternative screen for football viewing
                              • What we think
                              • Issues in the Market

                                  • Is football now vulnerable to the economy?
                                    • Are match tickets too expensive?
                                      • How can the stadium experience be improved?
                                        • What is the role of mobile in football’s marketing mix?
                                          • Can tablets give the game a new viewing platform?
                                          • Future Opportunities

                                              • Trend: Let’s Make a Deal
                                                • Trend: Access All Areas
                                                  • 2015: Access Anything, Anywhere
                                                  • Market Drivers

                                                    • Key points
                                                      • Football the winner in more competitive action
                                                        • Figure 5: Interest in football, 2008-12
                                                      • Television still the sport’s biggest player...
                                                        • Figure 6: Television football coverage, 2007-11
                                                      • ... but smallest audiences are the most valuable
                                                        • Figure 7: BSkyB average live FA Premier League television audiences, 2007/08-2011/12
                                                      • Olympics disrupt fans’ pre-season online
                                                        • Figure 8: FA Premier League football website traffic, September 2011-August 2012
                                                      • Ticketing becomes more flexible – even on price
                                                        • Figure 9: FA Premier League adult season ticket prices, 2012/13
                                                      • Stadium investment switching from bricks to technology
                                                        • Figure 10: Capital expenditure on stadia/facilities, by division, 2001/02-2010/11
                                                      • Economic climate squeezes supporter spending
                                                        • Figure 11: GFK NOP Consumer Confidence Index, January 1988-August 2012
                                                      • Financial Fair Play to open sponsorship rights inventories?
                                                        • Figure 12: Acceptable deviation from break-even under UEFA Financial Fair Play regulations
                                                      • Premier League a bigger global draw than many of its members
                                                        • Figure 13: FA Premier League television audience distribution, by continent, 2011/12
                                                      • Offering clubs a stake in the betting market
                                                        • Figure 14: UK consumers’ expenditure* on football betting, 2009/10-2011/12
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Match programmes come to tablets
                                                          • The social stadium
                                                            • Same seat, different price
                                                              • High rate of interest in 0% loan deals
                                                                • Welcome stat-fans
                                                                  • iTunes play(er)lists
                                                                    • Designer Facebook apps
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Economic conditions keep revenues flat
                                                                          • Figure 15: Income and attendances of English professional football clubs, 2007/08-2017/18
                                                                        • New TV deals to take FAPL to another level
                                                                          • Figure 16: Forecast of English professional football club revenues, 2006/07-2017/18
                                                                        • Forecast methodology
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Small screens expand their influence
                                                                              • Figure 17: FA Premier League clubs’ revenue mix, 2007/08-2010/11
                                                                            • Affluence beats attendance for matchday spend per head
                                                                              • Figure 18: Selected FAPL clubs’ stadium capacities, matchday revenues and average revenue per seat, 2010/11
                                                                            • Commercial potential points beyond the pitch
                                                                              • Figure 19: FA Premier League clubs’ shirt sponsorship income, 2010/11-2012/13
                                                                          • Market Share

                                                                            • Key points
                                                                              • Lower leagues can look for share in other markets
                                                                                • Figure 20: English football revenues, by division, 2007/08-2010/11
                                                                              • Fish where the fish are
                                                                                • Figure 21: Highest and lowest live FAPL television audiences, 2011/12
                                                                            • Companies and Products

                                                                              • Key points
                                                                                • Figure 22: Premiership clubs’ revenues, on-field performance and average attendances, 2010/11 and 2011/12
                                                                              • Manchester United
                                                                                • Background
                                                                                  • Recent performance
                                                                                    • Figure 23: On-field performance, Manchester United FC, 2005/06-2011/12
                                                                                  • Financials
                                                                                    • Figure 24: Key financial indicators, Manchester United FC, 2005/06-2010/11
                                                                                  • Commercial strategy
                                                                                    • Chelsea
                                                                                      • Background
                                                                                        • Recent performance
                                                                                          • Figure 25: On-field performance, Chelsea FC, 2005/06-2011/12
                                                                                        • Financials
                                                                                          • Figure 26: Key financial indicators, Chelsea FC, 2005/06-2010/11
                                                                                        • Commercial strategy
                                                                                          • Arsenal
                                                                                            • Background
                                                                                              • Recent performance
                                                                                                • Figure 27: On-field performance, Arsenal FC, 2005/06-2011/12
                                                                                              • Financials
                                                                                                • Figure 28: Key financial indicators, Arsenal FC, 2005/06-2010/11
                                                                                              • Commercial strategy
                                                                                                • Liverpool
                                                                                                  • Background
                                                                                                    • Recent performance
                                                                                                      • Figure 29: On-field performance, Liverpool FC, 2005/06-2011/12
                                                                                                    • Financials
                                                                                                      • Figure 30: Key financial indicators, Liverpool FC, 2005/06-2010/11
                                                                                                    • Commercial strategy
                                                                                                      • Tottenham Hotspur
                                                                                                        • Background
                                                                                                          • Recent performance
                                                                                                            • Figure 31: On-field performance, Tottenham Hotspur FC, 2005/06-2011/12
                                                                                                          • Financials
                                                                                                            • Figure 32: Key financial indicators, Tottenham Hotspur FC, 2005/06-2010/11
                                                                                                          • Commercial strategy
                                                                                                            • Manchester City
                                                                                                              • Background
                                                                                                                • Recent performance
                                                                                                                  • Figure 33: On-field performance, Manchester City FC, 2005/06-2011/12
                                                                                                                • Financials
                                                                                                                  • Figure 34: Key financial indicators, Manchester City FC, 2005/06-2010/11
                                                                                                                • Commercial strategy
                                                                                                                • Football Match Attendance

                                                                                                                  • Key points
                                                                                                                    • Attendance cutbacks can grow the spectator pool
                                                                                                                      • Figure 35: Frequency of attending live football matches, July 2012
                                                                                                                    • Variety and price the keys to raising regularity
                                                                                                                      • Figure 36: Occasional and regular attendance at non-FAPL football matches, by gross household income, July 2012
                                                                                                                    • Cultivating grassroots fans to grow into the tiers above
                                                                                                                      • Figure 37: Attendance of non-FAPL professional football matches, by attendance of other types of football match, July 2012
                                                                                                                  • Football Purchases

                                                                                                                    • Key points
                                                                                                                      • Fans cut back across the board
                                                                                                                        • Figure 38: Football-related purchasing habits, July 2012
                                                                                                                      • Occasionals spend in-stadium, regulars buy elsewhere
                                                                                                                        • Figure 39: Current or past purchasing of football-related products, by current attendance of FAPL and other professional football matches, July 2012
                                                                                                                      • Online services offer access to a new layer of fan dedication
                                                                                                                        • Figure 40: Current or past purchasing of football-related products, by purchasing of sports tv or online football subscription, July 2012
                                                                                                                    • Following Football via Media

                                                                                                                      • Key points
                                                                                                                        • Viewers’ social outlook creates second-screen opportunity around TV
                                                                                                                          • Figure 41: Methods of following football via media, July 2012
                                                                                                                        • Mobile devices can be alternative as well as a supplementary screens
                                                                                                                          • Figure 42: Current usage of computers or mobile devices to watch, listen to or read about football, by size of household, July 2012
                                                                                                                        • Radio still talking to core fans
                                                                                                                          • Figure 43: Current or past purchasing of football-related products, by current methods of following football via media, July 2012
                                                                                                                      • Following Football Online

                                                                                                                        • Key points
                                                                                                                          • Club and media websites run neck and neck
                                                                                                                            • Figure 44: Methods of following football online, July 2012
                                                                                                                          • Younger mobile fans happier as spectators than players...
                                                                                                                            • Figure 45: Football-related activities carried out via mobile phone in last 12 months, by age, July 2012
                                                                                                                          • ... while older tech-savvy groups prove more willing to buy
                                                                                                                            • Figure 46: Football-related activities carried out via PC or laptop computer in last 12 months, by age, July 2012
                                                                                                                        • Attitudes Towards Live Football

                                                                                                                          • Key points
                                                                                                                            • Three in four think football too expensive
                                                                                                                              • Figure 47: Attitudes towards live football, July 2012
                                                                                                                            • TV football a social glue that keeps maturing families together?
                                                                                                                              • Figure 48: Agreement with the statement “A live football match on TV is a good occasion for socialising with family and/or friends”, by age of children in household, July 2012
                                                                                                                            • Tablets equipped to pass the mobile screen test
                                                                                                                              • Figure 49: Perceptions of mobile phone and tablet screens as too small to watch football on, by gross household income, July 2012
                                                                                                                          • Appendix: Market Size and Forecast

                                                                                                                              • Figure 50: Forecast of English professional football club revenues, 2012/13-2017/18
                                                                                                                              • Figure 51: Forecast of English professional football club attendances, 2012/13-2017/18
                                                                                                                          • Appendix: Football Match Attendance

                                                                                                                              • Figure 52: Frequency of attending Barclays Premier League football matches, by demographics, July 2012
                                                                                                                              • Figure 53: Frequency of attending other professional football matches, by demographics, July 2012
                                                                                                                              • Figure 54: Frequency of attending amateur/semi-professional football matches, by demographics, July 2012
                                                                                                                              • Figure 55: Frequency of attending international football matches, by demographics, July 2012
                                                                                                                              • Figure 56: Frequency of attending live football matches, by frequency of attending live football matches among current match-goers, July 2012
                                                                                                                          • Appendix: Football Purchasing

                                                                                                                              • Figure 57: Purchasing of sports TV subscriptions, by demographics, July 2012
                                                                                                                              • Figure 58: Purchasing of single match tickets, by demographics, July 2012
                                                                                                                              • Figure 59: Purchasing of food and/or drink at the ground, by demographics, July 2012
                                                                                                                              • Figure 60: Purchasing of adult replica shirt or other kit, by demographics, July 2012
                                                                                                                              • Figure 61: Purchasing of other official merchandise, by demographics, July 2012
                                                                                                                              • Figure 62: Purchasing of children’s replica shirt or other kit, by demographics, July 2012
                                                                                                                              • Figure 63: Purchasing of club/player/international team branded products, by demographics, July 2012
                                                                                                                              • Figure 64: Purchasing of mobile phone apps/wallpapers/ringtones etc, by demographics, July 2012
                                                                                                                              • Figure 65: Purchasing of supporters club memberships, by demographics, July 2012
                                                                                                                              • Figure 66: purchasing of ‘match break’ packages, by demographics, July 2012
                                                                                                                              • Figure 67: Purchasing of season tickets, by demographics, July 2012
                                                                                                                              • Figure 68: Purchasing of online football subscriptions, by demographics, July 2012
                                                                                                                              • Figure 69: Purchasing of premium seat/package, by demographics, July 2012
                                                                                                                              • Figure 70: Purchasing of club credit card or other financial product, by demographics, July 2012
                                                                                                                              • Figure 71: Sports TV subscription purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 72: Single match ticket purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 73: Food and/or drink at the ground purchasing habits, by other by football-related purchases, July 2012
                                                                                                                              • Figure 74: Adult replica shirt or other kit purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 75: Other official merchandise purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 76: Children’s replica shirt or other kit purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 77: Club/player/international team branded product purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 78: Mobile phone app/wallpaper/ringtone etc purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 79: Supporters club membership purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 80: Season ticket purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 81: Online subscription purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 82: Premium seat/package purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 83: ‘Match break’ package purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 84: Club credit card or other financial product purchasing habits, by other football-related purchases, July 2012
                                                                                                                              • Figure 85: Football-related purchasing habits, by frequency of attending live football matches among current match-goers, July 2012
                                                                                                                          • Appendix: Following Football via Media

                                                                                                                              • Figure 86: Watching televised football highlights, by demographics, July 2012
                                                                                                                              • Figure 87: Watching live football on free-to-air television in the home, by demographics, July 2012
                                                                                                                              • Figure 88: Reading about football in newspapers/magazines, by demographics, July 2012
                                                                                                                              • Figure 89: Watching live football on a subscription TV channel in the home, by demographics, July 2012
                                                                                                                              • Figure 90: Watching, listening to or reading about football on a computer or mobile device, by demographics, July 2012
                                                                                                                              • Figure 91: Watching live football in HD, by demographics, July 2012
                                                                                                                              • Figure 92: Listening to live football on the radio, by demographics, July 2012
                                                                                                                              • Figure 93: Watching live football on TV in pubs/bars, by demographics, July 2012
                                                                                                                              • Figure 94: Listening to football-related chat shows on the radio, by demographics, July 2012
                                                                                                                              • Figure 95: Watching live football in 3D, by demographics, July 2012
                                                                                                                              • Figure 96: Football-related purchasing habits, by most popular current methods of following football via media, July 2012
                                                                                                                              • Figure 97: Football-related purchasing habits, by next most popular current methods of following football via media, July 2012
                                                                                                                          • Appendix: Following Football Online

                                                                                                                              • Figure 98: Browsing general football-related websites, by demographics, July 2012
                                                                                                                              • Figure 99: Downloading football-related apps, by demographics, July 2012
                                                                                                                              • Figure 100: Browsing club websites, by demographics, July 2012
                                                                                                                              • Figure 101: Reading/posting about football on message boards, blogs, social media etc, by demographics, July 2012
                                                                                                                              • Figure 102: Watching football highlights/other video clips (free) online, by demographics, July 2012
                                                                                                                              • Figure 103: Listening to live football on online radio, by demographics, July 2012
                                                                                                                              • Figure 104: Watching live football (free) online, by demographics, July 2012
                                                                                                                              • Figure 105: Watching football highlights/other video clips (paid for/as part of a subscription) online, by demographics, July 2012
                                                                                                                              • Figure 106: Watching live football (paid for/as part of a subscription) online, by demographics, July 2012
                                                                                                                              • Figure 107: Listening to football-related podcasts, chat shows etc online, by demographics, July 2012
                                                                                                                              • Figure 108: Buying football match tickets online, by demographics, July 2012
                                                                                                                              • Figure 109: Buying football-related merchandise online, by demographics, July 2012
                                                                                                                              • Figure 110: Methods of following football online, by frequency of attending live football matches among current match-goers, July 2012
                                                                                                                          • Appendix: Following Football Online

                                                                                                                              • Figure 111: Browsing general football-related websites, by demographics, July 2012
                                                                                                                              • Figure 112: Downloading football-related apps, by demographics, July 2012
                                                                                                                              • Figure 113: Browsing club websites, by demographics, July 2012
                                                                                                                              • Figure 114: Reading/posting on message boards, blogs, social media etc, by demographics, July 2012
                                                                                                                              • Figure 115: Watching highlights/other video clips (free), by demographics, July 2012
                                                                                                                              • Figure 116: Listening to live games on online radio, by demographics, July 2012
                                                                                                                              • Figure 117: Watching games live (free), by demographics, July 2012
                                                                                                                              • Figure 118: Watching highlights/other video clips (paid for/as part of a subscription), by demographics, July 2012
                                                                                                                              • Figure 119: Watching games live (paid for/as part of a subscription), by demographics, July 2012
                                                                                                                              • Figure 120: Listening to football-related podcasts, chat shows etc, by demographics, July 2012
                                                                                                                              • Figure 121: Buying match tickets, by demographics, July 2012
                                                                                                                              • Figure 122: Buying football-related merchandise, by demographics, July 2012
                                                                                                                          • Appendix: Attitudes Towards Live Football

                                                                                                                              • Figure 123: Most popular attitudes towards live football, by demographics, July 2012
                                                                                                                              • Figure 124: Next most popular attitudes towards live football, by demographics, July 2012
                                                                                                                              • Figure 125: Attitudes towards live football, by most popular attitudes towards live football, July 2012
                                                                                                                              • Figure 126: Attitudes towards live football, by next most popular attitudes towards live football, July 2012
                                                                                                                              • Figure 127: Attitudes towards live football, by frequency of attending live football matches among current match-goers, July 2012
                                                                                                                              • Figure 128: Attitudes towards live football, by most popular football-related purchases made, July 2012
                                                                                                                              • Figure 129: Attitudes towards live football, by next most popular football-related purchases made, July 2012
                                                                                                                              • Figure 130: Attitudes towards live football, by other football-related purchases made, July 2012
                                                                                                                              • Figure 131: Attitudes towards live football, by most popular current methods of following football via media, July 2012
                                                                                                                              • Figure 132: Attitudes towards live football, by next most popular current methods of following football via media, July 2012

                                                                                                                          Companies Covered

                                                                                                                          • Arsenal Football Club
                                                                                                                          • Aston Villa Football Club
                                                                                                                          • Blackburn Rovers Football Club
                                                                                                                          • Bolton Wanderers Football Club
                                                                                                                          • Chelsea Football Club
                                                                                                                          • Deloitte Touche Tohmatsu
                                                                                                                          • Etihad Airways
                                                                                                                          • Everton Football Club
                                                                                                                          • Investec
                                                                                                                          • Liverpool Football Club
                                                                                                                          • Manchester City Football Club
                                                                                                                          • Manchester United PLC
                                                                                                                          • Newcastle United PLC
                                                                                                                          • Real Madrid CF
                                                                                                                          • Samsung Electronics
                                                                                                                          • Standard Chartered
                                                                                                                          • Stoke City Football Club Ltd
                                                                                                                          • Sunderland Association Football Club Ltd
                                                                                                                          • Tottenham Hotspur PLC
                                                                                                                          • Union of European Football Association (UEFA)
                                                                                                                          • West Bromwich Albion
                                                                                                                          • Wigan Athletic Football Club
                                                                                                                          • Wolverhampton Wanderers Football Club
                                                                                                                          • YouTube, Inc.

                                                                                                                          Football - UK - November 2012

                                                                                                                          £1,995.00 (Excl.Tax)