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Football - UK - November 2013

“The most pressing issues in the English professional football market are very different for clubs in its two key segments: the buoyant Premier League with its capacity crowds and record broadcast revenues, and a Football League labouring under the pressure of declining attendances. For the latter, the key questions are not just about how to get more spectators through the gate but how to turn into regulars the occasional attenders it performs reasonably well in attracting. For the former, thoughts now turn to enhancing the matchday experience to increase average revenue per seat and to sustaining and growing fan engagement within an audience whose recent expansion has helped redefine the fan as critical consumer as much as unquestioning supporter.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • How can clubs convert occasionals to regulars?
  • Will pub viewing have a good World Cup year?
  • Can connected stadia transform the matchday experience?
  • What does ‘fan engagement’ really mean?

Followed by approaching half of all adults, football is by far the UK’s most popular spectator sport and is among its more valuable leisure sectors not only in spending terms but also through its strength as a marketing vehicle for consumer brands and media/telecommunications providers.

In 2013/14, the combined income of the clubs of the Premier and Football Leagues is expected to reach £3,810 million thanks to the commencement of new top-flight broadcast rights contracts and continuing growth in the value of the leading teams’ commercial rights. The recovery in consumer confidence seen in the economy more widely appears to have reversed the trends towards reduced spending seen in the sector 12 months previously, while new regulatory frameworks are placing a fresh emphasis on revenue generation.

This report assesses current trends in the ways in which consumers follow football (both in person and via media), examines their consumption intentions for the year leading up to the 2014 FIFA World Cup and identifies ways in which clubs, sponsors and partner brands can respond to the main themes emerging.

This report concentrates on the professional football industry in the UK, quantifying admissions by volume and value, and examining other revenue sources, such as sponsorship and broadcasting rights fees. The main focus of this report is English professional football and the Premier League in particular, although it also includes discussion of and data on the Football League, FA Cup and Capital One Cup where appropriate. Accompanying figures make clear the competition to which each relates.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of Premier League and Football League club revenues, 2008/09-2018/19
            • Top-flight broadcast rights push revenues towards £4 billion mark
              • Financial Fair Play widens commercial goalposts
                • Market drivers
                  • Football the UK’s league leader in sport
                    • Web steps up as a football viewing platform
                      • Market segmentation
                        • Figure 2: Premier League clubs’ revenue mix, 2011/12
                      • Broadcast segment moves to majority share
                        • Commercial income to move further ahead of matchday
                          • The consumer
                            • Figure 3: Frequency of attending live football matches, August 2013
                          • Lower-league spectators most free to pick and choose their matches
                            • Fans manage multimedia, with social key for the young
                              • Figure 4: Attitudes towards favourite football clubs, August 2013
                            • Segmenting market makes fan engagement more complicated than it looks
                              • What we think
                              • Issues in the Market

                                  • How can clubs convert occasionals to regulars?
                                    • Will pub viewing have a good World Cup year?
                                      • Can connected stadia transform the matchday experience?
                                        • What does ‘fan engagement’ really mean?
                                        • Trend Application

                                            • Trend: Click and Connect
                                              • Trend: Prove It
                                                • Mintel futures trends: Brand Intervention
                                                • Market Drivers

                                                  • Key points
                                                    • A large minority interest
                                                      • Figure 5: Interest in Premier League football, 2013
                                                    • Still a man’s game
                                                      • Figure 6: Interest in Premier League football, by gender, 2013
                                                    • Rules of ticket pricing follow laws of supply and demand
                                                      • Figure 7: Premier League clubs’ adult season ticket prices, 2012/13 and 2013/14
                                                    • Connected stadia to be data-driven
                                                      • Figure 8: Capital expenditure in football stadia/facilities, by division, 2002/03-2011/12
                                                    • BT provides new opponent for BSkyB
                                                      • Figure 9: Premier League television audiences, 2009/10-2011/12
                                                    • Web steps up as viewing platform
                                                      • Figure 10: Ownership of smartphones and tablet computers, by age, May 2013
                                                    • Fans like clubs on Facebook, but players trend on Twitter
                                                      • Figure 11: Most liked Premier League clubs and players on Facebook, September 2013
                                                      • Figure 12: Most followed Premier League clubs and players on Twitter, September 2013
                                                    • Football an increasingly good bet for bookies
                                                      • Figure 13: Consumer expenditure* on football betting, 2010/11-2012/13
                                                    • Clubs offer more to earn more under Financial Fair Play
                                                      • Figure 14: Anticipated compliance with Financial Fair Play regulations (% of clubs) in 2013/14 season
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Cost of away days covers up the camaraderie angle
                                                        • Instant tweeplays
                                                          • Football’s youth development programmes
                                                            • Online pay-per-view opens a whole world of revenue opportunities
                                                              • Stories of the Blues
                                                                • Wireless investments worth most over longer term
                                                                  • Augmented reality blends old with the new
                                                                    • Cameras get close up and personal
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Market kicks on as new Premier League broadcast deal kicks in
                                                                          • Figure 15: Income and attendances of Premier League and Football League clubs, 2008/09-2018/19
                                                                        • Forecast
                                                                            • Figure 16: Forecast of Premier League and Football League club revenues, 2008/09-2018/19
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Balance of revenues tilts further towards TV
                                                                                • Figure 17: Premier League clubs’ revenue mix, 2007/08-2011/12
                                                                              • Broadcast bidding a highly competitive sport
                                                                                • Figure 18: Broadcast share of Premier League clubs’ revenue mix, 2004/05-2013/14
                                                                              • Match volumes drive seat values in matchday segment
                                                                                • Figure 19: Selected Premier League clubs’ average revenue per seat, 2010/11-2011/12
                                                                              • Shirt fronts remain football’s prime real estate
                                                                                • Figure 20: Premier League clubs’ shirt sponsorship income, 2009/10-2013/14
                                                                            • Market Share

                                                                              • Key points
                                                                                • Top flight in a revenue league of its own
                                                                                  • Figure 21: English football revenues, by division, 2007/08-2011/12
                                                                                • More than a game needed to bridge the revenue gap?
                                                                                  • Figure 22: Premier League clubs’ revenue shares, 2011/12
                                                                              • Companies and Products

                                                                                • Key points
                                                                                  • Manchester City rise off the field as well as on it
                                                                                    • Figure 23: Premiership clubs’ revenues, on-field performance and average attendances, 2011/12 and 2012/13
                                                                                  • Manchester United
                                                                                      • Figure 24: On-field performance, Manchester United, 2007/08-2012/13
                                                                                      • Figure 25: Key financial indicators, Manchester United, 2007/08-2011/12
                                                                                    • Chelsea
                                                                                      • Figure 26: On-field performance, Chelsea, 2007/08-2012/13
                                                                                      • Figure 27: Key financial indicators, Chelsea, 2007/08-2012/13
                                                                                    • Arsenal
                                                                                      • Figure 28: On-field performance, Arsenal, 2007/08-2012/13
                                                                                      • Figure 29: Key financial indicators, Arsenal, 2007/08-2012/13
                                                                                    • Liverpool
                                                                                        • Figure 30: On-field performance, Liverpool, 2007/08-2012/13
                                                                                        • Figure 31: Key financial indicators, Liverpool, 2007/08-2012/13
                                                                                      • Tottenham Hotspur
                                                                                        • Figure 32: On-field performance, Tottenham Hotspur, 2007/08-2012/13
                                                                                        • Figure 33: Key financial indicators, Tottenham Hotspur, 2007/08-2012/13
                                                                                      • Manchester City
                                                                                          • Figure 34: On-field performance, Manchester City, 2007/08-2012/13
                                                                                          • Figure 35: Key financial indicators, Manchester City, 2007/08-2012/13
                                                                                      • Experience of Live Football

                                                                                        • Key points
                                                                                          • Spare capacity makes lower league tickets an easier impulse buy
                                                                                            • Figure 36: Frequency of attending live football matches, August 2013
                                                                                          • Closing the gender gap a seasonal challenge
                                                                                            • Figure 37: Regular and occasional attendance at Premier League and other professional football matches, by gender, August 2013
                                                                                          • Premier League loans fans as well as players
                                                                                            • Figure 38: Crossover attendance between Premier League and other professional leagues, 2011-13
                                                                                        • Football Attendance Intentions

                                                                                          • Key points
                                                                                            • Match-going fans prove creatures of habit
                                                                                              • Figure 39: Football match attendance intentions, August 2013
                                                                                            • Squeezed middle retreats to the pub
                                                                                              • Figure 40: Intention to cut back on football match attendance, by gross household income and financial situation, August 2013
                                                                                          • Following Football via Media

                                                                                            • Key points
                                                                                              • Segmenting supporters by reading habits
                                                                                                • Figure 41: Following football by media, August 2013
                                                                                              • Young fans go social for football news
                                                                                                • Figure 42: Weekly or more frequent following of football via selected media, August 2013
                                                                                              • Away day value could await in the pub
                                                                                                • Figure 43: Live televised football viewing, by match attendance, August 2013
                                                                                              • Fans happy to bring on media blitz
                                                                                                • Figure 44: Repertoire of media used to follow football, August 2013
                                                                                            • Football Following Habits

                                                                                              • Key points
                                                                                                • Non-attendance a difficult habit to break
                                                                                                  • Figure 45: Football following intentions, August 2013
                                                                                                • Women prove key players in the children’s segment
                                                                                                  • Figure 46: Selected football following intentions, by gender, August 2013
                                                                                                • Mobile still mainly for the most committed
                                                                                                  • Figure 47: Intention to download/use mobile phone football apps, by intention to purchase team merchandise for self, August 2013
                                                                                                • Pub football bigger than the international game
                                                                                                  • Figure 48: Intention to watch live football in a pub/bar, by football match attendance, August 2013
                                                                                              • The Matchday Experience

                                                                                                • Key points
                                                                                                  • Cost of admission a bigger concern than cost of access
                                                                                                    • Figure 49: Most popular potential enhancements to the live matchday experience, August 2013
                                                                                                  • Food and drink offers still trail the high street
                                                                                                    • Figure 50: Interest in food and drink enhancements to the matchday experience, by socio-economic grade, August 2013
                                                                                                  • Cost-value balance can tip more women towards attendance
                                                                                                    • Figure 51: Popularity of potential enhancements to the live matchday experience, by gender, August 2013
                                                                                                • Targeting Lapsed Spectators

                                                                                                  • Key points
                                                                                                    • Free-to-access media now home to priced-out fans
                                                                                                      • Figure 52: Most popular incentives to resuming football match attendance, August 2013
                                                                                                    • Cash for access: Lapsed fans ready to pay for convenience
                                                                                                      • Figure 53: Interest in matchday enhancements among lapsed match-goers, by motivations to resume attendance, August 2013
                                                                                                    • In-stadium betting still a comparatively long shot
                                                                                                      • Figure 54: Interest among lapsed match-goers in betting in-play via smartphone at a football match, by media engagement with football, August 2013
                                                                                                  • Football Fan Engagement

                                                                                                    • Key points
                                                                                                      • Are emotional investments taking a hit?
                                                                                                        • Figure 55: Attitudes towards favourite football clubs, August 2013
                                                                                                      • More clubs to benefit from playing the entertainer?
                                                                                                        • Figure 56: Attitudes towards favourite football clubs, by interest in style of play, August 2013
                                                                                                      • Fans find clubs ready to listen
                                                                                                        • Figure 57: Agreement with the statement ‘My club is interested in the views of its fans’, by age and gross household income, August 2013
                                                                                                    • Appendix – Market Size and Forecast

                                                                                                        • Figure 58: Forecast of English professional football club revenues, 2013/14-2018/19
                                                                                                        • Figure 59: Forecast of English professional football club attendances, 2013/14-2018/19
                                                                                                    • Appendix – Experience of Live Football

                                                                                                        • Figure 60: Frequency of attending Barclays Premier League football matches, by demographics, August 2013
                                                                                                        • Figure 61: Frequency of attending other professional football matches, by demographics, August 2013
                                                                                                        • Figure 62: Frequency of attending amateur/semi-professional football matches, by demographics, August 2013
                                                                                                        • Figure 63: Frequency of attending international football matches, by demographics, August 2013
                                                                                                        • Figure 64: Frequency of attending live football matches, by past-year attendance of other types of live football matches, August 2013
                                                                                                    • Appendix – Football Attendance Intentions

                                                                                                        • Figure 65: Football match attendance intentions, by demographics, August 2013
                                                                                                        • Figure 66: Football match attendance intentions, by past-year attendance of live football matches, August 2013
                                                                                                    • Appendix – Following Football via Media

                                                                                                        • Figure 67: Reading about football in newspapers/magazines, by demographics, August 2013
                                                                                                        • Figure 68: Reading about football/watching video clips online, by demographics, August 2013
                                                                                                        • Figure 69: Watching live football on TV at home on a subscription channel, by demographics, August 2013
                                                                                                        • Figure 70: Watching live football on TV at home on a non-subscription channel, by demographics, August 2013
                                                                                                        • Figure 71: Reading/posting about football on social media, message boards, blogs etc, by demographics, August 2013
                                                                                                        • Figure 72: Listening to live football on the radio, by demographics, August 2013
                                                                                                        • Figure 73: Watching live football on TV in a pub/bar, by demographics, August 2013
                                                                                                        • Figure 74: Watching football live on the internet, by demographics, August 2013
                                                                                                        • Figure 75: Reading/posting about football on social media, message board, blog etc, by social media user demographics, August 2013
                                                                                                        • Figure 76: Methods of following football by media, by most popular other methods of following football by media, August 2013
                                                                                                        • Figure 77: Methods of following football by media, by next most popular other methods of following football by media, August 2013
                                                                                                        • Figure 78: Following football by social media, by most popular other methods of following football by media, August 2013
                                                                                                        • Figure 79: Following football by social media, by next most popular other methods of following football by media, August 2013
                                                                                                        • Figure 80: Following football by media, by past-year attendance of live football matches, August 2013
                                                                                                        • Figure 81: Following football by social media, by past-year attendance of live football matches, August 2013
                                                                                                    • Appendix – Football Following Habits

                                                                                                        • Figure 82: Most popular football following intentions, by demographics, August 2013
                                                                                                        • Figure 83: Next most popular football following intentions, by demographics, August 2013
                                                                                                        • Figure 84: Football following intentions, by football following intentions, August 2013
                                                                                                        • Figure 85: Football following intentions, by football following intentions among non-match-goers, August 2013
                                                                                                        • Figure 86: Football following intentions, by past-year attendance of live football matches, August 2013
                                                                                                        • Figure 87: Football following intentions, by most popular methods of following football by media, August 2013
                                                                                                        • Figure 88: Football following intentions, by next most popular methods of following football by media, August 2013
                                                                                                    • Appendix – The Matchday Experience

                                                                                                        • Figure 89: Most popular potential enhancements to the live matchday experience, by demographics, August 2013
                                                                                                        • Figure 90: Next most popular potential enhancements to the live matchday experience, by demographics, August°2013
                                                                                                        • Figure 91: Interest in potential enhancements to the live matchday experience, by most popular potential enhancements to the live matchday experience, August 2013
                                                                                                        • Figure 92: Interest in potential enhancements to the live matchday experience, by next most popular potential enhancements to the live matchday experience, August 2013
                                                                                                        • Figure 93: Interest in popular potential enhancements to the live matchday experience, by past-year attendance of live football matches, August 2013
                                                                                                    • Appendix – Targeting Lapsed Spectators

                                                                                                        • Figure 94: Most popular incentives to resuming football match attendance, by demographics, August 2013
                                                                                                        • Figure 95: Next most popular incentives to resuming football match attendance, by demographics, August 2013
                                                                                                        • Figure 96: Most popular incentives to resuming football match attendance, by most popular incentives to resuming football match attendance, August 2013
                                                                                                        • Figure 97: Most popular incentives to resuming football match attendance, by most popular methods of following football by media, August 2013
                                                                                                        • Figure 98: Most popular incentives to resuming football match attendance, by next most popular methods of following football by media, August 2013
                                                                                                    • Appendix – Football Fan Engagement

                                                                                                        • Figure 99: Fans of club football teams, August 2013
                                                                                                        • Figure 100: Fans of club football teams, by demographics, August 2013
                                                                                                        • Figure 101: Most popular attitudes towards favourite football clubs, by demographics, August 2013
                                                                                                        • Figure 102: Next most popular attitudes towards favourite football clubs, by demographics, August 2013
                                                                                                        • Figure 103: Attitudes towards favourite football clubs, by most popular attitudes towards favourite football clubs, August 2013
                                                                                                        • Figure 104: Attitudes towards favourite football clubs, by next most popular attitudes towards favourite football clubs, August 2013
                                                                                                        • Figure 105: Attitudes towards favourite football clubs, by past-year attendance of live football matches, August 2013
                                                                                                        • Figure 106: Attitudes towards favourite football clubs, by most popular methods of following football by media, August 2013
                                                                                                        • Figure 107: Attitudes towards favourite football clubs, by next most popular methods of following football by media, August 2013

                                                                                                    Companies Covered

                                                                                                    • Arsenal Football Club
                                                                                                    • Aston Villa Football Club
                                                                                                    • Etihad Airways
                                                                                                    • Everton Football Club
                                                                                                    • Football Association (The)
                                                                                                    • Fulham Football Club
                                                                                                    • Liverpool Football Club
                                                                                                    • Manchester City Football Club
                                                                                                    • Manchester United PLC
                                                                                                    • Newcastle United PLC
                                                                                                    • Norwich City Football Club
                                                                                                    • Standard Chartered
                                                                                                    • Stoke City Football Club Ltd
                                                                                                    • Tottenham Hotspur PLC
                                                                                                    • UEFA
                                                                                                    • West Bromwich Albion
                                                                                                    • West Ham United Football Club
                                                                                                    • Wigan Athletic Football Club

                                                                                                    Football - UK - November 2013

                                                                                                    £1,995.00 (Excl.Tax)