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Marketing to Sports Fans - US - June 2012

Sports continue to be a staple of American culture that attracts fans of each gender, all ages, ethnicities, and backgrounds. Sports fans have largely come to show their enthusiasm for professional and college-level athletics in two principle ways—by developing allegiances to specific sports stars and teams, as well as a general following of overall leagues. Yet, their reasons for sports enthusiasm and how they choose to demonstrate their loyalties vary by demographic.

This report attempts to explain the mindset and behaviors of sports fans in the U.S. by reviewing which sports are most watched and listened to, as well as how fans choose to tune in to their sports of choice. Sports product purchases—apparel as well as other items—are also covered, as is the impact that star athletes and teams have on fans’ propensity to both follow sports and purchase related products. These issues are all ones sports marketers, retailers, and overall leagues should consider in determining ways to communicate with their respective fan bases.

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Table of contents

  1. Scope and Themes

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

                    • Market factors
                      • Fewer Americans going to sports, entertainment events
                        • Population growth patterns suggest need to focus on a more diverse fan base
                          • Figure 1: Population, by race and Hispanic origin, percent change 2011-16
                        • Rise in college enrollment may lead to larger sports following
                          • Figure 2: Projected college enrollment figures in the U.S., 2011-20
                        • New stadiums, international events increasing sports enthusiasm
                          • Reality TV impacting viewers’ propensity to see athletes as stars
                            • The consumer
                              • Sports fans tuning in to multiple sports, most following football
                                • Figure 3: Sports viewership and listening, February 2012
                              • Almost all sports fans tuning in to games from home
                                • Figure 4: Where most recent sports program was watched and intentions to watch next time, July 2010-September 2011
                              • More than nine in 10 fans get information on TV, young fans also going online
                                • Figure 5: Methods of catching up on sports, February 2012
                              • Fans wearing apparel to support teams, Millennials and women looking for style, fit
                                • Figure 6: Changes to sports clothing resulting in more frequent wear, by generation, February 2012
                              • More fans of less prominent sports purchasing products
                                • Figure 7: Sports viewership and listening by sporting-related product purchases in the past 12 months, February 2012
                              • Sports fans take a social approach to game watching
                                • Figure 8: Attitudes toward methods of watching sports events, February 2012
                              • Fans not distracted by game-time ads, but they’re not learning from them, either
                                • Figure 9: Attitudes toward sports advertising, February 2012
                              • What we think
                              • Issues in the Market

                                  • Can leagues be doing more to encourage in-person attendance?
                                    • Are retailers meeting fans’ expectations with sports clothing, apparel?
                                      • Can athletes be doing more to serve as role models?
                                        • How is the sports industry evolving to cater to growing diversity?
                                        • Insights and Opportunities

                                          • Multileague SportsPASS promotions
                                            • League-sponsored networking opportunities for fans
                                              • Stadium social network monitors
                                                • Partnerships between movie theaters, studios, and sports leagues
                                                  • Figure 10: Top 10 grossing sports films in the U.S., 1976-2011
                                                • Partnerships between travel providers and sports leagues
                                                • Inspire Insights

                                                    • Trend: Non-Standard Society
                                                      • Trend: The Big Issue
                                                      • Market Drivers

                                                        • Key points
                                                          • Attendance drops may drive leagues to make live events more enticing
                                                            • Figure 11: Average sports and recreational event ticket prices for a family of four, 2011
                                                          • Population segments with largest sports following the most prevalent
                                                            • Figure 12: U.S. Hispanic population, by age, 2011
                                                            • Figure 13: Population, by race and Hispanic origin, 2006-16
                                                          • College enrollment growth may increase sports fan bases
                                                            • Figure 14: Projected college enrollment in the U.S., 2011-20
                                                          • New stadiums may encourage additional sports enthusiasm
                                                            • Figure 15: New professional and college sports stadiums in the U.S., 2009-12
                                                          • Major international sporting events draw new, more enthusiastic fans
                                                            • Reality TV fans given opportunity to see athletes in new light
                                                              • Figure 16: Professional and Olympic athletes appearing on Dancing With the Stars, Seasons 1-10
                                                          • Innovations and Innovators

                                                            • Key points
                                                              • Marketing Olympic-themed food and personal care products
                                                                • Online gift retailer offering personalized sports media books
                                                                  • Figure 17: RedEnvelope personalized The New York Times sports books, May 2012
                                                                • Tampa Bay Rays incorporating alternative entertainment into games
                                                                  • Livestrong Sporting Park becoming increasingly tech-savvy
                                                                    • Figure 18: Livestrong Sporting Park cell phone charging stations, 2011
                                                                • Marketing Strategies

                                                                  • Key points
                                                                    • Sports ad spending growing
                                                                      • Figure 19: National TV sports ad spend and biggest TV advertisers in sports, Q4 2007-Q3 2011
                                                                    • TV advertising
                                                                      • Gatorade—The Fuel you Need
                                                                        • Figure 20: Gatorade TV ad “The Fuel you Need” 2012
                                                                      • General Mills—Very Serious about Cereal
                                                                        • Figure 21: General Mills TV ad “Very Serious about Cereal” 2012
                                                                      • Buffalo Wild Wings—Sprinklers
                                                                        • Figure 22: Buffalo Wild Wings TV ad “Sprinklers” 2012
                                                                      • Arizona Diamondbacks—Dinner
                                                                        • Figure 23: Arizona Diamondbacks TV ad “Dinner” 2012
                                                                      • AT&T—Serving Up Humble Pie
                                                                        • Figure 24: AT&T TV ad “Serving up humble pie” 2012
                                                                      • AT&T—Wherever you Want
                                                                        • Figure 25: AT&T TV ad “Wherever you want” 2012
                                                                      • Indirect marketing through print advertising
                                                                        • ESPN Magazine
                                                                          • Figure 26: ESPN Magazine Tim Tebow cover, October 2011
                                                                        • Sports Illustrated
                                                                          • Figure 27: Sports Illustrated World Cup cover, July 2011
                                                                          • Figure 28: Sports Illustrated Moneyball cover, September 2011
                                                                        • Billboard advertising
                                                                          • Jockey
                                                                            • Figure 29: Jockey Billboard ad, March 2012
                                                                          • Chicago Cubs
                                                                            • Figure 30: Chicago Cubs billboard ad, March 2012
                                                                          • Email promotions
                                                                            • United Airlines
                                                                              • Figure 31: United Airlines Olympic promotion, May 2012
                                                                            • Major League Baseball
                                                                              • Figure 32: MLB summer apparel promotion, May 2012
                                                                            • Tampa Bay Rays
                                                                              • Figure 33: Tampa Bay Rays Earth Day promotion, May 2012
                                                                            • Retail gift card sales
                                                                              • Figure 34: Sports organization gift card offerings, Dominick’s Chicago, May 2012
                                                                          • Sports Viewership and Listening

                                                                            • Key points
                                                                              • Most tune in to multiple sports, professional football the most popular
                                                                                • Figure 35: Sports viewership and listening, February 2012
                                                                                • Figure 36: Repertoire of sports viewership and listening, February 2012
                                                                              • Youngest viewers and listeners drawn to men’s basketball
                                                                                • Figure 37: Sports viewership and listening, by age, February 2012
                                                                                • Figure 38: Type of athletic/sport shoes bought, by age, October 2010-November 2011
                                                                              • Home is where the sports fans are
                                                                                • Figure 39: Where most recent sports program was watched and intentions to watch next time, by sport, July 2010-September 2011
                                                                              • TV the most common source for obtaining sports information
                                                                                • Figure 40: Methods of catching up on sports, February 2012
                                                                                • Figure 41: Use of the internet/websites to catch up on sports, by key demographics, February 2012
                                                                              • Opportunities to expand mobile offerings with live streaming
                                                                                • Figure 42: Features interested in for sports viewing, February 2012
                                                                                • Figure 43: Features interested in for sports viewing, by key demographics, February 2012
                                                                            • Opinions About Sports Clothing

                                                                              • Key points
                                                                                • Attitudes toward clothing distinguish between team and sports fans
                                                                                  • Figure 44: Opinions about wearing sports team-branded clothing, by key demographics, February 2012
                                                                                • Wearing team-branded clothing most important to hockey, baseball fans
                                                                                  • Figure 45: Sports viewership and listening by opinions about wearing sports clothing, February 2012
                                                                                • Women, Millennials want more stylish and fitted sports apparel
                                                                                  • Figure 46: Changes to sports clothing resulting in more frequent wear, by gender and generation, February 2012
                                                                                  • Figure 47: Opinions on expanding sports apparel offerings for women and men, by gender, February 2012
                                                                              • Sports-related Purchases

                                                                                • Key points
                                                                                  • Team-branded product sales offer the most profit potential
                                                                                    • Figure 48: Sporting-related product purchases in the past 12 months, February 2012
                                                                                    • Figure 49: Sporting-related product purchases in the past 12 months, by gender, February 2012
                                                                                  • Northeasterners lead regional tendencies to buy team-branded products
                                                                                    • Figure 50: Sporting-related product purchases in the past 12 months, by region, February 2012
                                                                                  • More nonmainstream fans purchasing sports products
                                                                                    • Figure 51: Sports viewership and listening by sporting-related product purchases in the past 12 months, February 2012
                                                                                  • About one quarter purchasing athlete-endorsed clothing or footwear
                                                                                    • Figure 52: Attitudes toward endorsed product purchases, by generation, February 2012
                                                                                • Sports Fan Interactions

                                                                                  • Key points
                                                                                    • Sports fans tend to interact in person
                                                                                      • Figure 53: Methods of interaction with other sports fans, February 2012
                                                                                    • Social media interactions most popular among younger fans
                                                                                      • Figure 54: Interacting with sports fans through social media, by age, February 2012
                                                                                    • More than half view sports viewership as a social activity for the home
                                                                                      • Figure 55: Attitudes toward venues for watching sports events, February 2012
                                                                                  • Sports Advertising

                                                                                    • Key points
                                                                                      • Most accept, but not informed by, game-time advertising
                                                                                        • Figure 56: Attitudes toward sports Advertising, by gender and generation, February 2012
                                                                                      • Broadcast and venue advertising not driving purchases
                                                                                        • Figure 57: Purchases made based on sports game advertising, by generation and region, February 2012
                                                                                    • Impact of Race and Hispanic Origin

                                                                                      • Key points
                                                                                        • Basketball a sport of choice among young Hispanics
                                                                                          • Figure 58: Sports viewership and listening, by Hispanic origin and age groups, February 2012
                                                                                          • Figure 59: NBA Éne-bé-a website, May 2012
                                                                                        • More non-whites wearing branded apparel regardless of team allegiance
                                                                                            • Figure 60: Opinions about wearing sports clothing, by race and Hispanic origin, February 2012
                                                                                          • Hispanics getting sports information online
                                                                                            • Figure 61: Use of the internet/websites to catch up on sports, by Hispanic origin, February 2012
                                                                                          • More Asians interacting with sports fans often through every medium
                                                                                            • Figure 62: Methods of interaction with other sports fans, by race and Hispanic origin, February 2012
                                                                                          • Black sports fans the most receptive to game-time advertising
                                                                                            • Figure 63: Attitudes toward sports advertising, by race/Hispanic origin, February 2012
                                                                                        • Custom Consumer Groups—Parents and Non-parents

                                                                                          • Key points
                                                                                            • Sports viewing and listening are family-centric activities
                                                                                              • Figure 64: Sports viewership and listening, by parental status and presence of children in household, February 2012
                                                                                            • Parents and kids bonding over allegiance to sports teams
                                                                                                • Figure 65: Opinions about wearing team-branded sports clothing, by parental status and presence of children in household, February 2012
                                                                                                • Figure 66: Changes to sports clothing resulting in more frequent wear, by gender and presence of children in household, February 2012
                                                                                              • Parents making sports purchases of all kinds, attentive to endorsements
                                                                                                • Figure 67: Sporting-related product purchases, by parental status and presence of children in household, February 2012
                                                                                                • Figure 68: Attitudes toward endorsed product purchases, by parental status and presence of children in household, February 2012
                                                                                              • Parents going online for sports information
                                                                                                • Figure 69: Methods of catching up on sports, by parental status and presence of children in household, February 2012
                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                              • Sports viewership and listening
                                                                                                • Figure 70: Sports viewership and listening, by gender, February 2012
                                                                                                • Figure 71: Methods of catching up on sports, by number of times per week, February 2012
                                                                                                • Figure 72: Methods of catching up on sports, by frequency per week, February 2012
                                                                                                • Figure 73: Sports viewership and listening, by gender and presence of children in household, February 2012
                                                                                              • Opinions about sports clothing
                                                                                                • Figure 74: Opinions about wearing team-branded sports clothing, by household income, February 2012
                                                                                                • Figure 75: Changes to sports clothing resulting in more frequent wear, by opinions about wearing sports team-branded clothing, February 2012
                                                                                                • Figure 76: Opinions about wearing sports clothing, by Hispanic origin and age groups, February 2012
                                                                                                • Figure 77: Opinions about wearing sports team-branded clothing, by presence and number of children in household, February 2012
                                                                                              • Sports-related purchases
                                                                                                • Figure 78: Attitudes toward watching the Olympic games, February 2012
                                                                                                • Figure 79: Sporting-related product purchases in the past 12 months, by household income, February 2012
                                                                                                • Figure 80: Sporting-related product purchases in the past 12 months, by race/Hispanic origin, February 2012
                                                                                                • Figure 81: Sporting-related product purchases in the past 12 months, by gender and presence of children in household, February 2012
                                                                                                • Figure 82: Sporting-related product purchases in the past 12 months, by marital status and presence of children in household, February 2012
                                                                                              • Sports fan interactions
                                                                                                • Figure 83: Methods of interaction with other sports fans, by number of times per week, February 2012
                                                                                              • Sports advertising
                                                                                                • Figure 84: Attitudes toward sporting events and athletes, February 2012
                                                                                            • Appendix—Trade Associations

                                                                                              Marketing to Sports Fans - US - June 2012

                                                                                              US $3,995.00 (Excl.Tax)