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Football - UK - November 2014

“Football’s offerings across the digital platforms that are the game’s new frontier are so far preaching primarily to the converted rather than building a new audience beyond its core match-going support.”
– David Walmsley, Senior Leisure Analyst

This report answers the following questions:

  • What will the digital fan look like?
  • Is the stadium a good bet for attracting sportsbook customers?
  • Have we taken our eye off the sponsor’s ball?

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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, 2009/10-2019/20
            • Club revenues push through the £4 billion barrier
              • Reliance on broadcasters set to increase
                • Figure 2: Premier League revenue mix, plus selected clubs, 2012/13
              • Market drivers
                • Public interest still on the rise
                  • Strong viewing figures for club game
                    • Companies, brands and innovation
                      • Premier League takes revenue share past 80%
                        • Figure 3: Share of English professional football club revenues, by division, 2012/13
                      • The Consumer
                        • Half of adults support a club
                          • Figure 4: Support for UK club football teams, September 2014
                        • Match attendance on the rise
                          • Figure 5: Frequency of attending football matches, September 2014
                        • World Cup boosts free-to-air access, club game advances pay TV
                          • Figure 6: Following football by media, September 2014
                        • World Cup sees start of shift in highlights viewing online
                          • Figure 7: Methods of World Cup viewing
                        • Connected kiosks the future of stadium betting
                          • Figure 8: Methods of betting on football
                        • Advertising overkill turns off core betting customers
                          • Figure 9: Attitudes towards betting on football, September 2014
                        • Sponsors only here for the money?
                          • Figure 10: Attitudes towards football sponsorship, September 2014
                        • What we think
                        • Issues and Insights

                            • What will the digital fan look like?
                              • The facts
                                • The implications
                                  • Is the stadium a good bet for attracting sportsbook customers?
                                    • The facts
                                      • The implications
                                        • Have we taken our eye off the sponsor’s ball
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Trend: Extend my Brand
                                                  • Trend: Prove It
                                                    • Trend: Attention Economy
                                                    • Market Drivers

                                                      • Key points
                                                        • Game enjoys growing support
                                                          • Figure 11: Interest in Premier League football, July-October 2014
                                                        • Core demographic still young, male and upscale
                                                          • Figure 12: Interest in Premier League football, by gender, July-October 2014
                                                        • No sign of peace in the match ticket price war
                                                          • Figure 13: Median single-match football ticket prices, by category and division, 2014/15
                                                        • Capital investment back on the increase
                                                          • Figure 14: Capital investment by English professional football clubs, 1992/93-2012/13
                                                        • Strong debut for BT Sport
                                                          • Figure 15: Premier League television audiences, 2010/11-2013/14
                                                        • Brands grow their own content for organic digital growth
                                                          • Figure 16: Access to smartphones and tablet computers, June 2013-April 2014
                                                        • A new type of visibility on social media
                                                          • Figure 17: Loops on Vine, by selected Premier League clubs, July-October 2014
                                                        • Football betting gets another World Cup boost
                                                          • Figure 18: Consumer expenditure* on football betting, 2011/12-2013/14
                                                        • The world is watching
                                                          • Figure 19: Premier League overseas television audiences and fan numbers, 2013/14
                                                      • Who's Innovating?

                                                        • Key points
                                                          • Sharing some local knowledge
                                                            • We’re not really here...
                                                              • Dial a drink
                                                                • Contactless – but connected
                                                                  • Touchline dining
                                                                    • Fans put their money where their heart is
                                                                      • World Cup a social occasion for content curation
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Small screen writes big cheques
                                                                            • Figure 20: Income of Premier League and Football League clubs, 2009/10-2019/20
                                                                          • Forecast
                                                                            • Figure 21: Forecast of Premier League and Football League club revenues, 2009/10-2019/20
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Only the top teams not glued to TV
                                                                                • Figure 22: Premier League revenue mix, plus selected clubs, 2012/13
                                                                              • Broadcast rights market shows no sign of cooling
                                                                                • Figure 23: Value of Premier League television rights, 2001-16
                                                                              • Matchday revenue about more than capacity
                                                                                • Figure 24: Matchday incomes of leading Premier League clubs, 2012/13
                                                                              • Shirt sponsorships head towards £200 million mark
                                                                                • Figure 25: Premier League clubs’ shirt sponsorship income, 2010/11-2014/15
                                                                            • Market Share

                                                                              • Key points
                                                                                • Further squeeze in prospect for lower leagues’ value share
                                                                                  • Figure 26: Share of English professional club football revenues, by division, 2012/13
                                                                                • Premier League attendances hit 64-year high
                                                                                  • Figure 27: Share of English professional club football admissions, by division, 2013/14
                                                                              • Companies and Products

                                                                                • Key points
                                                                                  • A revenue tale of one city
                                                                                    • Figure 28: Leading English football clubs, by revenue, 2012/13
                                                                                  • Manchester United
                                                                                    • Background
                                                                                      • Recent performance
                                                                                        • Figure 29: On-field performance, Manchester United, 2008-09-2013/14
                                                                                      • Financials
                                                                                        • Figure 30: Key financial indicators, Manchester United, 2008/09-2012/13
                                                                                      • Commercial strategy
                                                                                        • Manchester City
                                                                                          • Background
                                                                                            • Recent performance
                                                                                              • Figure 31: On-field performance, Manchester City, 2008/09-2013/14
                                                                                            • Financials
                                                                                              • Figure 32: Key financial indicators, Manchester City, 2008/09-2012/13
                                                                                            • Commercial strategy
                                                                                              • Chelsea
                                                                                                • Background
                                                                                                  • Recent performance
                                                                                                    • Figure 33: On-field performance, Chelsea, 2008/09-2013/14
                                                                                                  • Financials
                                                                                                    • Figure 34: Key financial indicators, Chelsea, 2008/09-2012/13
                                                                                                  • Commercial strategy
                                                                                                    • Arsenal
                                                                                                      • Background
                                                                                                        • Recent performance
                                                                                                          • Figure 35: On-field performance, Arsenal, 2008/09-2013/14
                                                                                                        • Financials
                                                                                                          • Figure 36: Key financial indicators, Arsenal, 2008/09-2012/13
                                                                                                        • Commercial strategy
                                                                                                          • Liverpool
                                                                                                            • Background
                                                                                                              • Recent performance
                                                                                                                • Figure 37: On-field performance, Liverpool, 2008/09-2013/14
                                                                                                              • Financials
                                                                                                                • Figure 38: Key financial indicators, Liverpool, 2008/09-2012/13
                                                                                                              • Commercial strategy
                                                                                                                • Tottenham Hotspur
                                                                                                                  • Background
                                                                                                                    • Recent performance
                                                                                                                      • Figure 39: On-field performance, Tottenham Hotspur, 2008/09-2013/14
                                                                                                                    • Financials
                                                                                                                      • Figure 40: Key financial indicators, Tottenham Hotspur, 2008/09-2012/13
                                                                                                                    • Commercial strategy
                                                                                                                    • The Consumer – Football Supporters

                                                                                                                      • Key points
                                                                                                                        • A real man’s game
                                                                                                                          • Figure 41: Support of UK club football teams, September 2014
                                                                                                                        • No substitute for being there?
                                                                                                                          • Figure 42: Support of UK club football teams, by gross annual household income, September 2014
                                                                                                                        • Too many careers over at 18
                                                                                                                          • Figure 43: Support of UK club football teams, by presence of children in household, September 2014
                                                                                                                      • The Consumer – Experience of Live Football

                                                                                                                        • Key points
                                                                                                                          • Premier League attendance a more regular habit
                                                                                                                            • Figure 44: Frequency of attending football matches, September 2014
                                                                                                                          • Club attendance on the rise
                                                                                                                            • Figure 45: Past-year experience (regular and occasional) of football match attendance, 2012-14
                                                                                                                          • Still a predominantly younger crowd
                                                                                                                            • Figure 46: Regular v occasional attendance at club football matches, by age, September 2014
                                                                                                                        • The Consumer – Following Football via Media

                                                                                                                          • Key points
                                                                                                                            • A good year for free-to-air – but pay TV picks up pace of growth
                                                                                                                              • Figure 47: Following football by media, September 2014
                                                                                                                            • Digital fans still reluctant to swap big screens for small
                                                                                                                              • Figure 48: Watching live football online on a weekly or more frequent basis, by frequency of match attendance, September 2014
                                                                                                                            • Few casual conversations on social media
                                                                                                                              • Figure 49: Weekly or more frequent reading/posting about football on social media/message boards/blogs etc, by frequency of match attendance, September 2014
                                                                                                                          • The Consumer – World Cup Viewing

                                                                                                                            • Key points
                                                                                                                              • Extra time for the most committed
                                                                                                                                • Figure 50: FIFA World Cup viewing, September 2014
                                                                                                                              • Women happy to join in
                                                                                                                                • Figure 51: Interest in football, by gender, September 2014
                                                                                                                            • The Consumer – Methods of World Cup Viewing

                                                                                                                              • Key points
                                                                                                                                • Sofa so good is World Cup viewing verdict
                                                                                                                                  • Figure 52: Methods of World Cup viewing, September 2014
                                                                                                                                • Paying for the experience, rather than the result
                                                                                                                                  • Figure 53: Watching World Cup matches outside the home, by gross annual household income, September 2014
                                                                                                                                • Connected spectators share their fan park experience
                                                                                                                                  • Figure 54: Posting opinion about the FIFA World Cup online, by methods of watching the tournament live, September 2014
                                                                                                                              • The Consumer – World Cup Activities

                                                                                                                                • Key points
                                                                                                                                  • Did England’s exit kill the party mood?
                                                                                                                                    • Figure 55: World Cup-related activities, September 2014
                                                                                                                                  • Social media breathes new life into old competitions
                                                                                                                                    • Figure 56: Posting opinion about the World Cup online, by age, September 2014
                                                                                                                                  • World Cup TV buying puts recovery into sharper definition
                                                                                                                                    • Figure 57: Buying a new television to watch World Cup matches, by gross household income, September 2014
                                                                                                                                • The Consumer – Football Betting

                                                                                                                                  • Key points
                                                                                                                                    • Football betting a minority sport...
                                                                                                                                      • Figure 58: Betting on football matches, September 2014
                                                                                                                                    • ... but much more a part of the core supporter experience
                                                                                                                                      • Figure 59: Betting on football matches, by attendance at football matches, September 2014
                                                                                                                                  • The Consumer – Football Betting Habits

                                                                                                                                    • Key points
                                                                                                                                      • Internet takes the lead in betting
                                                                                                                                        • Figure 60: Methods of betting on football, September 2014
                                                                                                                                      • Time for the hi-tech betting kiosk
                                                                                                                                        • Figure 61: Methods of betting on football, by timing of bet, September 2014
                                                                                                                                    • The Consumer – Football Betting Attitudes

                                                                                                                                      • Key points
                                                                                                                                        • Over-exposure to advertising raises risk of gambling fatigue
                                                                                                                                          • Figure 62: Attitudes towards betting on football, September 2014
                                                                                                                                          • Figure 63: Negative attitudes towards betting on football, by match attendance habits, September 2014
                                                                                                                                        • Match-going fans put money where their heart is
                                                                                                                                          • Figure 64: Agreement with the statement ‘betting on football matches is part of supporting your team’, by match attendance habits, September 2014
                                                                                                                                      • The Consumer – Football Sponsorship Attitudes

                                                                                                                                        • Key points
                                                                                                                                          • A fragile relationship between fans and brands?
                                                                                                                                            • Figure 65: Attitudes towards football sponsorship, September 2014
                                                                                                                                          • Acting local more appreciated than being global
                                                                                                                                            • Figure 66: Benefits of football sponsorships, by match attendance habits, September 2014
                                                                                                                                          • A goalmouth scramble for brand recognition
                                                                                                                                            • Figure 67: Recognition of football sponsor brands, by match attendance habits and club team support, September 2014
                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                            • Figure 68: Most popular Premier League football clubs and players on Facebook, September 2014
                                                                                                                                            • Figure 69: Most popular Premier League football clubs and players on Twitter, September 2014
                                                                                                                                            • Figure 70: Most popular Premier League football clubs on YouTube, September 2014
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                            • Figure 71: Forecast of Premier League and Football League club revenues, 2014/15-2019/20

                                                                                                                                        Companies Covered

                                                                                                                                        • Arsenal Football Club
                                                                                                                                        • Chelsea Football Club
                                                                                                                                        • Deloitte Touche Tohmatsu
                                                                                                                                        • Emirates
                                                                                                                                        • Etihad Airways
                                                                                                                                        • Everton Football Club
                                                                                                                                        • Fédération Internationale de Football Association
                                                                                                                                        • Football Association (The)
                                                                                                                                        • Guardian Media Group
                                                                                                                                        • Hull City Football Club
                                                                                                                                        • Liverpool Football Club
                                                                                                                                        • Manchester City Football Club
                                                                                                                                        • Manchester United PLC
                                                                                                                                        • Nike
                                                                                                                                        • Samsung Electronics (UK) Ltd
                                                                                                                                        • Tottenham Hotspur PLC
                                                                                                                                        • Under Armour, Inc.
                                                                                                                                        • Union of European Football Association (UEFA)

                                                                                                                                        Football - UK - November 2014

                                                                                                                                        £1,995.00 (Excl.Tax)