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Marketing to Sports Enthusiasts - US - June 2011

This report covers online, radio, live, and television spectatorship (including cable channels dedicated to sports), but does not cover sport enthusiast usage of print media. Minor league activity is not covered in this report. The report covers only consumer behavior among adults aged 18+ in the U.S.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                    • Cost of attendance keeps rising
                      • Most fans prefer living room to stadium
                        • Stadiums aim for luxury in response
                          • Fan Vision brings living room experience to stadium
                            • Fans want ability to watch every game
                              • Online and mobile viewership delivers
                                • Innovators like Txtstation partner with teams to fill market
                                  • Ads multidimensional as brands, leagues, teams compete for viewers
                                    • Sports sponsorship dollars increase 3.4% to $11.7 billion
                                      • NFL most popular
                                        • Women in on football
                                          • NFL lockout threatens $12 billion in revenue, goodwill
                                            • Fantasy sports a significant business
                                              • Sports enthusiasts themselves active
                                                • Traditional and local media still in favor
                                                  • Young sports fans most social, talking about teams
                                                    • Sports content ideal for 3-D ads
                                                      • Team support sells branded clothing
                                                      • Insights and Opportunities

                                                        • Access to VIP events provides value for fans
                                                          • Brand exposure in sports video games increases impact
                                                            • User-generated content in sports video games may increase engagement
                                                              • Leagues and brands turn to charities to promote goodwill
                                                              • Inspire Insights

                                                                  • Inspire Trend: “Carnivore, Herbivore... Locavore”
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Nightly local game no longer enough as viewers want access to every event
                                                                        • Looking for mobile access, viewers increasingly watch online
                                                                          • NFL lockout threatens $12 billion in revenues, goodwill of fans
                                                                            • 3-D technology young, but potentially future of sports viewing, advertising
                                                                              • Ticket prices rise despite recent recession
                                                                                  • Figure 1: U.S. major league attendance cost for a family of four, 2009-10
                                                                                  • Figure 2: U.S. sports ticket sales, 2005-10
                                                                                • Landmark events provide marketing opportunities
                                                                                  • Fantasy sports help drive traffic to sports sites
                                                                                    • Top sports sites connect fantasy games to social media
                                                                                      • Figure 3: Interest in fantasy sports, by age, 2010
                                                                                  • Sports Sponsorship

                                                                                    • Key points
                                                                                      • Sports sponsorship dollars increase 3.4% to $11.7 billion
                                                                                          • Figure 4: U.S. sports sponsorship spending, at current prices, 2006-12
                                                                                        • Sponsorship activity
                                                                                          • Beer and beverage
                                                                                            • Financial services
                                                                                              • Travel
                                                                                                • Food and food service
                                                                                                  • Food brands market the stay-at-home experience
                                                                                                    • Tiger Woods still tops list of athlete endorsers
                                                                                                      • Figure 5: Top 10 athlete endorsers, 2010
                                                                                                  • Innovations and Innovators

                                                                                                    • Txtstation partners with NFL, NHL, NBA teams to market via mobile phones
                                                                                                      • NBA TV uses fan voting to create American Idol–like hype
                                                                                                        • NFL’s Fan Vision brings home-viewing experience to the stadium
                                                                                                        • Marketing Strategies

                                                                                                          • Key points
                                                                                                            • NFL leads spending, increases ad buys 6.6% to $139.5 million
                                                                                                              • Figure 6: Sports league advertisement spending, 2008-09
                                                                                                            • NFL sponsors
                                                                                                              • Figure 7: Top NFL advertisers, by ad spend, 2009-10
                                                                                                            • NFL web advertising
                                                                                                              • Verizon takes NFL everywhere
                                                                                                                • Figure 8: Verizon ad, 2010
                                                                                                              • Using TV to advertise online viewings
                                                                                                                • Figure 9: NFL.com ad, 2010
                                                                                                              • MLB sponsors
                                                                                                                • Figure 10: Top MLB advertisers, by ad spend, 2009
                                                                                                              • MLB web advertising
                                                                                                                • MLB emphasizes changing strengths of the game
                                                                                                                  • Figure 11: MLB TV ad, 2010
                                                                                                                • 2K sports promotes video game as test of skill
                                                                                                                  • Figure 12: 2K Sports ad, 2010
                                                                                                                • NBA sponsors
                                                                                                                  • Figure 13: Top NBA advertisers, by ad spend, 2009-10
                                                                                                                • NBA web advertising
                                                                                                                  • Kia shares fans’ excitement by hyping start of new season
                                                                                                                    • Figure 14: Kia ad, 2010
                                                                                                                  • NBA uses humor to emphasize game’s superstars
                                                                                                                    • Figure 15: NBA ad, 2010
                                                                                                                  • NHL sponsors
                                                                                                                    • Figure 16: Top NHL advertisers, by ad spend, 2009-10
                                                                                                                  • NHL web advertising
                                                                                                                    • Promoting special events to build league excitement
                                                                                                                      • Figure 17: NBC TV ad, stills of fans and players, 2010
                                                                                                                    • Verizon promotes mobile as only way to keep up with the action
                                                                                                                      • Figure 18: Verizon TV ad, men play hockey at airport, 2010
                                                                                                                    • NCAA football
                                                                                                                      • Figure 19: Top NCAA football advertisers, by ad spend, 2009-10
                                                                                                                    • NCAA basketball
                                                                                                                      • Figure 20: Top NCAA basketball advertisers, by ad spend, 2009-10
                                                                                                                  • Profile of the Sports Enthusiast

                                                                                                                    • Key points
                                                                                                                      • Men more enthused
                                                                                                                          • Figure 21: Number of sports interested in, by gender, age, and household income, 2010
                                                                                                                        • Sports enthusiasts far from couch potatoes
                                                                                                                          • Figure 22: Participation in sports, by level of sports enthusiasm, 2010
                                                                                                                      • Viewership

                                                                                                                        • Key points
                                                                                                                          • NFL most watched, female viewership significant
                                                                                                                              • Figure 23: Professional sports viewership, by gender, February 2011
                                                                                                                            • Strong age skews in multiple sports
                                                                                                                                • Figure 24: Professional sports viewership, by age, February 2011
                                                                                                                              • Collegiate sports viewership
                                                                                                                                • College football most watched, followed by basketball
                                                                                                                                  • Figure 25: Collegiate sports viewership, by gender, February 2011
                                                                                                                              • How Fans Watch Sports

                                                                                                                                • Key points
                                                                                                                                  • Home is primary location for sports viewing
                                                                                                                                      • Figure 26: How fans watch sports, by gender, February 2011
                                                                                                                                    • Young fans more likely to seek out social venues
                                                                                                                                      • Younger fans also more likely to watch via PC and handhelds
                                                                                                                                          • Figure 27: How fans watch sports, by age, February 2011
                                                                                                                                        • More affluent more likely to buy tickets
                                                                                                                                            • Figure 28: How fans watch sports, by household income, February 2011
                                                                                                                                        • Media Used to Keep Up with Sports News

                                                                                                                                          • Key points
                                                                                                                                            • Catching up on sports via traditional media and local outlets
                                                                                                                                                • Figure 29: Media used to keep up with sports, by gender, February 2011
                                                                                                                                              • ESPN most trafficked sports site
                                                                                                                                                • Figure 30: Top sports mobile internet sites, by traffic, 2009
                                                                                                                                            • Interest in New Ways to View Sports

                                                                                                                                              • Key points
                                                                                                                                                • Respondents interested in streaming game video
                                                                                                                                                    • Figure 31: Interest in new ways to watch sports, by gender, February 2011
                                                                                                                                                  • Young fans most interested in streaming, 3-D
                                                                                                                                                    • Figure 32: Interest in new ways to watch sports, by age, February 2011
                                                                                                                                                • Catching Up with Other Fans

                                                                                                                                                  • Key points
                                                                                                                                                    • “In person” remains most common interaction
                                                                                                                                                      • Figure 33: Methods of interaction among sports fans, by gender, February 2011
                                                                                                                                                    • Spreading the word with 18-34s
                                                                                                                                                        • Figure 34: Methods of interaction among sports fans, by age, February 2011
                                                                                                                                                    • Attitudes Toward Sports Viewing

                                                                                                                                                      • Key points
                                                                                                                                                        • Two in three prefer to watch from home
                                                                                                                                                          • Figure 35: Attitudes toward sports viewing, by gender, February 2011
                                                                                                                                                        • Younger fans more interested in attending live
                                                                                                                                                          • Figure 36: Attitudes toward sports viewing, by age, February 2011
                                                                                                                                                      • Attitudes Toward Team-branded Clothing

                                                                                                                                                        • Key points
                                                                                                                                                          • Style versus team support as a driver for purchase
                                                                                                                                                            • Figure 37: Attitudes toward team-branded clothing, by age, February 2011
                                                                                                                                                          • Collegiate, NFL most commonly purchased branded clothing
                                                                                                                                                            • Figure 38: Sports-branded clothing purchased in last 12 months, by gender, 2010.
                                                                                                                                                          • One in eight would appreciate new styles
                                                                                                                                                            • Figure 39: Ways to make team-branded clothing more desirable, by gender, February 2011
                                                                                                                                                        • Impact of Race/Hispanic Origin

                                                                                                                                                          • Blacks follow more sports on average
                                                                                                                                                              • Figure 40: Professional sports viewership, by race/Hispanic origin, February 2011
                                                                                                                                                            • Whites, blacks more likely to be watching all year long
                                                                                                                                                              • Figure 41: Number of sports followed in past 12 months, by race/Hispanic origin, 2010
                                                                                                                                                            • Minorities like online streaming games
                                                                                                                                                              • Figure 42: Interest in new ways to watch sports, by race/Hispanic origin, February 2011
                                                                                                                                                            • Branded clothing: blacks more keen on style, less keen on team support
                                                                                                                                                              • Figure 43: Attitudes toward team-branded clothing, by race/Hispanic origin, February 2011
                                                                                                                                                          • Custom Groups

                                                                                                                                                            • Parents more likely to watch at home
                                                                                                                                                              • Figure 44: How fans watch sports, by number of children under age 18 in household, February 2011
                                                                                                                                                            • Parents wear team-branded clothing regardless of logo
                                                                                                                                                              • Figure 45: Attitudes toward team-branded clothing, by number of children under age 18 in household, February 2011
                                                                                                                                                            • Parents more interested in alternative ways of viewing
                                                                                                                                                              • Figure 46: Interest in new ways to watch sports, by number of children under age 18 in household, February 2011
                                                                                                                                                            • Parents enjoy high-tech graphics
                                                                                                                                                              • Figure 47: Attitudes toward sports viewing, by number of children under age 18 in household, February 2011
                                                                                                                                                          • Cluster Analysis

                                                                                                                                                              • Traditionalists
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Technofans
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Opportunities
                                                                                                                                                                              • Characteristic tables
                                                                                                                                                                                • Figure 48: Sports enthusiast clusters, February 2011
                                                                                                                                                                                • Figure 49: Methods of viewing sports, by sports enthusiast clusters, February 2011
                                                                                                                                                                                • Figure 50: Attitudes toward branded clothing, by sports enthusiast clusters, February 2011
                                                                                                                                                                                • Figure 51: Interest in new ways of watching sports, by sports enthusiast clusters, February 2011
                                                                                                                                                                                • Figure 52: Attitudes toward sports viewership, by sports enthusiast clusters, February 2011
                                                                                                                                                                              • Demographic tables
                                                                                                                                                                                • Figure 53: Sports enthusiast clusters, by gender, February 2011
                                                                                                                                                                                • Figure 54: Sports enthusiast clusters, by age, February 2011
                                                                                                                                                                                • Figure 55: Sports enthusiast clusters, by household income, February 2011
                                                                                                                                                                                • Figure 56: Sports enthusiast clusters, by race, February 2011
                                                                                                                                                                                • Figure 57: Sports enthusiast clusters, by Hispanic origin, February 2011
                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                  • Figure 58: Interest in professional vs. college sports, by gender, 2010
                                                                                                                                                                                  • Figure 59: Interest in professional vs. college sports, by age, 2010
                                                                                                                                                                                  • Figure 60: Interest in professional vs. college sports, by household income, 2010
                                                                                                                                                                                  • Figure 61: Interest in professional vs. college sports, by race/Hispanic origin, 2010
                                                                                                                                                                                  • Figure 62: Attitudes toward sports viewing, by race/Hispanic origin, February 2011
                                                                                                                                                                                  • Figure 63: Method of sports viewership, by age, February 2011
                                                                                                                                                                                  • Figure 64: Attitudes toward sports viewing, by household income, February 2011
                                                                                                                                                                              • Action and Extreme Sports Viewership

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Overview
                                                                                                                                                                                      • Figure 65: Incidence of watching select action and extreme sports games/championships, December 2010
                                                                                                                                                                                    • Men more likely to watch action and extreme sports
                                                                                                                                                                                      • Figure 66: Any viewing of action and extreme sports on TV in past year, by gender, December 2010
                                                                                                                                                                                    • 18-34s most likely to watch these events
                                                                                                                                                                                      • Figure 67: Any viewing of action and extreme sports on TV in past year, by age, December 2010
                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Adidas (USA)
                                                                                                                                                                                    • Anheuser Busch-InBev
                                                                                                                                                                                    • Banco Bilbao Vizcaya Argentaria, S.A.
                                                                                                                                                                                    • Bank of America Corporation
                                                                                                                                                                                    • Bridgestone Americas Holding Inc.
                                                                                                                                                                                    • Buffalo Wild Wings Inc.
                                                                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                                                                    • Delta Air Lines, Inc.
                                                                                                                                                                                    • Discover Financial Services Inc.
                                                                                                                                                                                    • Fédération Internationale de Football Association
                                                                                                                                                                                    • Ford Motor Company (USA)
                                                                                                                                                                                    • General Mills Inc
                                                                                                                                                                                    • Giorgio Armani S.p.A.
                                                                                                                                                                                    • Home Depot (USA)
                                                                                                                                                                                    • Hyundai Motor America
                                                                                                                                                                                    • Kia Motors America, Inc.
                                                                                                                                                                                    • Kraft Foods Inc.
                                                                                                                                                                                    • Ladies Professional Golfers Association
                                                                                                                                                                                    • Major League Baseball
                                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                                    • National Basketball Association
                                                                                                                                                                                    • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                                    • Netflix, Inc.
                                                                                                                                                                                    • Nissan North America, Inc.
                                                                                                                                                                                    • Papa John's International, Inc.
                                                                                                                                                                                    • Pfizer Inc
                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                    • Professional Golfers Association
                                                                                                                                                                                    • Southwest Airlines Co.
                                                                                                                                                                                    • Sprint Nextel Corporation
                                                                                                                                                                                    • Starwood Hotels & Resorts Worldwide, Inc.
                                                                                                                                                                                    • Taco Bell Corp.
                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                    • Unilever USA
                                                                                                                                                                                    • Verizon Communications Inc.
                                                                                                                                                                                    • Volkswagen of America, Inc.
                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                    Marketing to Sports Enthusiasts - US - June 2011

                                                                                                                                                                                    £3,199.84 (Excl.Tax)