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Marketing to Sports Fans - US - March 2013

“While many Americans are drawn to professional sports, leagues and marketers have an ongoing opportunity to make sporting events more accessible to a wider array of fans. They should develop more ways for fans to socialize through on-screen viewership, make it easier for ads to share the screen with more important game plays, and expand marketing promotions targeting women to include the in-stadium experience.”

– Gretchen Grabowski, Travel & Leisure Analyst

Some questions answered in this report include:

  • Is game attendance taking less priority in defining a sports fan?
  • Are there better ways to show game time ads?
  • What is the best way to draw more women to view professional sports?

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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
                  • Terms
                  • Executive Summary

                      • Sports merchandise and ticket sales
                        • Apparel accounts for largest share of sports licensed merchandise retail sales
                          • Figure 1: Share of retail sales of sports licensed merchandise, U.S. and Canada, 2011
                        • Professional baseball selling the most in merchandise
                          • Figure 2: Share of retail sales of licensed sports merchandise by league, U.S. and Canada, 2011
                        • Baseball also selling the most game tickets
                          • Figure 3: Total annual ticket sales at selected regular-season professional sporting events, by league, 2012
                        • Market factors
                          • Declining household income leaves less money for sports-related spending
                            • Figure 4: Median household income in inflation-adjusted dollars, 2001-11
                          • Yet, confidence in the economy may lead them to spend regardless
                            • Figure 5: U.S. consumer sentiment, February 1978-2013
                          • Rising ticket cost and merchandise prices make items available to fewer fans
                            • Figure 6: Average game ticket prices, by professional sports league, 2006-11
                          • The consumer
                            • Consumers are ready for some football
                              • Figure 7: Sports viewership and listening, August 2011-12
                            • For sports fans, the TV is key…
                              • Figure 8: What a sports fan has to do and what is personally done, December 2012
                            • …and, there’s no place like home
                              • Figure 9: Preferences for watching or listening to professional sports at home vs. in person, December 2012
                            • Sports merchandise spending, game attendance relatively steady
                              • Figure 10: Spending on sports merchandise and attendance at professional sporting events compared to 12 months ago, December 2012
                            • More women drawn to sports stadium, service enhancements
                              • Figure 11: Professional sports stadium and service enhancements that would increase event attendance, by gender, December 2012
                            • Parents comprise an ideal target for professional sports merchandise
                              • Figure 12: Purchase of professional-sports-related merchandise in the last 12 months, by presence of children in household, December 2012
                            • In sports viewership, the more the merrier
                              • Figure 13: Opinions about professional sports, by preference to view alone vs. with others, December 2012
                            • Fans need an incentive to watch game time advertising
                              • Figure 14: Opinions about game time advertising, December 2012
                            • What we think
                            • Issues in the Market

                                • Is game attendance taking less priority in defining a sports fan?
                                  • Are there better ways to show game time ads?
                                    • What is the best way to draw more women to view professional sports?
                                    • Insights and Opportunities

                                      • More all-encompassing live event packages
                                        • Split-screen technology for sports games and advertising
                                          • Figure 15: Sky Sports split-screen racing coverage for iPad, July 2012
                                      • Trend Application

                                          • Trend: Access All Areas
                                            • Trend: The Unfairer Sex
                                              • Mintel Futures: Brand Intervention
                                              • Professional Sports Merchandise and Ticket Sales

                                                • Key points
                                                  • Apparel tops North American licensed sports merchandise sales
                                                    • Figure 16: Retail sales of sports licensed merchandise, U.S. and Canada, 2011
                                                  • Baseball merchandise has the most draw
                                                      • Figure 17: Retail sales of licensed sports merchandise by league, U.S. and Canada, 2011
                                                    • MLB also leads in professional league ticket sales
                                                      • Figure 18: Total annual ticket sales at selected regular-season professional sporting events, by league, 2007-12
                                                    • Insight: Ticket sales may not reflect actual game attendance
                                                    • Market Drivers

                                                      • Key points
                                                        • Household incomes decline, leaving less money for spending on sports
                                                          • Figure 19: Median household income in inflation-adjusted dollars, 2001-11
                                                        • Consumer confidence contributes to sports expenditures
                                                          • Figure 20: U.S. consumer sentiment, February 1978-2013
                                                        • Sports merchandise, ticket prices have increased, may be out of reach
                                                          • Figure 21: Average game ticket prices, by professional sports league, 2006-11
                                                          • Figure 22: Average NFL stadium concession and merchandise prices, September 2011-12
                                                      • Innovations and Innovators

                                                        • Overview
                                                          • Professional basketball attempts to open doors to more fans
                                                            • “Hoop Troop” adds characters to make the NBA more appealing to kids
                                                                • Figure 23: NBA “Hoop Troop” characters, November 2012
                                                              • Washington Wizards have new ticket deals to make games more affordable
                                                                • Zeebox can make watching sports an interactive on-screen experience
                                                                  • Figure 24: Zeebox NHL coverage, Montreal Canadiens at Boston Bruins, March 3, 2013
                                                                • Sports social media hubs inspiring event center innovation
                                                                  • Figure 25: New Jersey Devils’ “Mission Control” social media hub, February 2013
                                                              • Marketing Strategies and Initiatives

                                                                • Overview
                                                                  • Sports leagues, brands doing more to reach women
                                                                    • NFL women’s apparel campaign
                                                                      • Figure 26: NFL “It’s My Team” women’s apparel campaign ad featuring Condoleezza Rice, August 2012
                                                                    • Under Armour women’s marketing campaign
                                                                      • Figure 27: Under Armour “No Matter What, Sweat Every Day” ad, October 2012
                                                                    • Promotions for special sporting events may increase sports following
                                                                      • Olympics
                                                                        • Figure 28: Olympics “Let The Games Begin,” TV ad, June 2012
                                                                      • Super Bowl
                                                                        • Figure 29: CBS Sports Network “It’s Super Time,” TV ad, January 2013
                                                                      • FIFA World Cup
                                                                        • Figure 30: FIFA World Cup “Changing Lives,” TV ad, August 2012
                                                                      • PGA Championship Tour
                                                                        • Figure 31: PGA “Next Year’s History,” TV ad, September 2012
                                                                      • Stars still a key to increasing enthusiasm for professional sports
                                                                        • NFL
                                                                          • Figure 32: NFL football parents TV ad, August 2012
                                                                        • PGA
                                                                          • Figure 33: PGA “Bright Star,” TV ad, July 2012
                                                                      • Mintel Categorizes Four Types of Sports Fans

                                                                        • Segmentation definitions and overview
                                                                            • Figure 34: Sports fan segments, December 2012
                                                                          • Key points
                                                                            • The most engaged sports fans tend to be younger, but older fans active
                                                                              • Figure 35: Sports fan segments, by Millennials and non-Millennials, December 2012
                                                                            • Gender may better predict consumers’ interest in professional sports
                                                                              • Figure 36: Sports fan segments, by gender, December 2012
                                                                            • Marketers targeting sports fans should look to parents
                                                                                • Figure 37: Sports fan segments, by presence of children in household, December 2012
                                                                              • Income is a factor in following professional sports
                                                                                • Figure 38: Sports fan segments, by household income, December 2012
                                                                            • Professional Sports Viewership and Listening

                                                                              • Key points
                                                                                • Football the most popular professional sport
                                                                                  • Figure 39: Sports viewership and listening, July 2007-June 2012
                                                                                • Men more likely to tune in to all professional sports
                                                                                  • Figure 40: Sports viewership and listening, by gender, April 2011-June 2012
                                                                                • Most watching sports on basic TV, more women use premium channels
                                                                                  • Figure 41: Watching professional sports on premium channels vs. basic packages, by gender, December 2012
                                                                                • More men watching each sports network
                                                                                  • Figure 42: Cable sports television networks viewed in the last 7 days, by gender, April 2011-June 2012
                                                                                • In network selection, versatility matters
                                                                                  • Figure 43: WatchESPN “Clutch at the Office” TV ad, February 2013
                                                                                  • Figure 44: Spanish-language sports cable networks (Net of Gol TV or Fox Deportes or ESPN Deportes), by gender, April 2011-June 2012
                                                                              • Defining Fans of Professional Sports

                                                                                • Key points
                                                                                  • TV viewership the key to being a fan of professional sports
                                                                                    • Figure 45: What a sports fan has to do and what is personally done, December 2012
                                                                                  • Young adults taking a more social approach to sports viewership
                                                                                    • Figure 46: What sports-related activities are personally done, by Millennials and non-Millennials, December 2012
                                                                                  • Super Fans most likely to focus on live game attendance, merchandise
                                                                                    • Figure 47: What sports-related activities are personally done, by sports fan segments, December 2012
                                                                                  • More men engaged in all sports fan activities
                                                                                    • Figure 48: What sports-related activities are personally done, by gender, December 2012
                                                                                • Preferences for Tuning in to Professional Sports

                                                                                  • Key points
                                                                                    • Marketers may have an opportunity with in-home sports viewing events
                                                                                      • Figure 49: Preferences for watching or listening to professional sports, December 2012
                                                                                    • Young sports fans may be more likely to attend games in person
                                                                                      • Figure 50: Preferences for watching or listening to professional sports, by age, December 2012
                                                                                    • Super Fans are also more social sports viewers
                                                                                      • Figure 51: Preferences for watching or listening to professional sports, by sports fan segments, December 2012
                                                                                  • Changes in Merchandise Spending and Attendance

                                                                                    • Key points
                                                                                      • Sports fans consistent in merchandise spending and event attendance
                                                                                        • Figure 52: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, December 2012
                                                                                        • Figure 53: Approaches to purchasing seats for live professional sporting events, December 2012
                                                                                      • Merchandise spending and attendance increases likely among parents
                                                                                        • Figure 54: Spending on sports merchandise and attendance at professional sporting events compared to 12 months ago, by presence of children in household, December 2012
                                                                                      • More than half of Super Fans also spending, attending the same or more
                                                                                        • Figure 55: Spending on sports merchandise and attendance at professional sporting events compared to 12 months ago, by Sports fan segments, December 2012
                                                                                    • Sports Stadium and Service Enhancements

                                                                                      • Key points
                                                                                        • Cheaper ticket prices key, but other factors may boost attendance
                                                                                          • Figure 56: Professional sports stadium and service enhancements that would increase event attendance, December 2012
                                                                                        • Enhancements may encourage more women to attend games
                                                                                            • Figure 57: Professional sports stadium and service enhancements that would increase event attendance, by gender, December 2012
                                                                                          • Super Fans the most inclined to favor enhancements
                                                                                            • Figure 58: Professional sports stadium and service enhancements that would increase event attendance, by types of sports fans, December 2012
                                                                                        • Professional Sports Merchandise Purchased

                                                                                          • Key points
                                                                                            • Team-branded clothing the most popular merchandise purchase
                                                                                              • Figure 59: Purchase of professional-sports-related merchandise in the last 12 months, December 2012
                                                                                              • Figure 60: Purchase of professional-sports-related merchandise in the last 12 months, by gender and age, December 2012
                                                                                            • Parents more likely to buy all types of sports merchandise
                                                                                              • Figure 61: Purchase of professional-sports-related merchandise in the last 12 months, by presence of children in household, December 2012
                                                                                          • Opinions About Professional Sports

                                                                                            • Key points
                                                                                              • Sports ticket costs may be too high, but they don’t dissuade interest
                                                                                                • Figure 62: Opinions about professional sports, December 2012
                                                                                              • Social viewers may be more engaged with professional sports
                                                                                                  • Figure 63: Opinions about professional sports, by preference to view alone vs. with others, December 2012
                                                                                                • Sports following more about the team than the star
                                                                                                  • Figure 64: Reasons for following a professional sports team, December 2012
                                                                                              • Opinions About Game Time Advertising

                                                                                                • Key points
                                                                                                  • Alternative pricing encourages sports fans to tolerate ads
                                                                                                    • Figure 65: Opinions about game time advertising, December 2012
                                                                                                  • Youngest sports fans the most receptive to online ad innovations
                                                                                                    • Figure 66: Opinions about game time advertising, by age, December 2012
                                                                                                  • Women more entertained by game time advertising
                                                                                                      • Figure 67: Opinions about game time advertising, by gender, December 2012
                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                    • Key points
                                                                                                      • Hispanics may be ideal target for online, in-stadium sports viewing
                                                                                                          • Figure 68: Defining the fan of professional sports – What is personally done, by race/Hispanic origin, December 2012
                                                                                                        • Hispanics likely to spend more on merchandise, attend more events
                                                                                                          • Figure 69: Spending on sports merchandise and attendance at professional sporting events compared to 12 months ago, by race/Hispanic origin, December 2012
                                                                                                          • Figure 70: Professional sports stadium and service enhancements that would increase event attendance, by race/Hispanic origin, December 2012
                                                                                                        • Race and Hispanic origin impact how fans follow sports
                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                          • Mintel categorizes four types of sports fans
                                                                                                            • Figure 71: Sports fan segments, by age, December 2012
                                                                                                            • Figure 72: Sports fan segments, by gender and age, December 2012
                                                                                                            • Figure 73: Sports fan segments, by race/Hispanic origin, December 2012
                                                                                                          • Professional sports viewership and listening
                                                                                                            • Figure 74: Watching professional sports on premium channels vs. basic packages, by age, December 2012
                                                                                                            • Figure 75: Watching professional sports on premium channels vs. basic packages, by gender and age, December 2012
                                                                                                            • Figure 76: Watching professional sports on premium channels vs. basic packages, by household income, December 2012
                                                                                                            • Figure 77: Preferences for following professional sports, by race/Hispanic origin, December 2012
                                                                                                            • Figure 78: Watching professional sports on premium channels vs. basic packages, by presence of children in household, December 2012
                                                                                                            • Figure 79: Watching professional sports on premium channels vs. basic packages, Millennials vs. non-Millennials, December 2012
                                                                                                            • Figure 80: Watching professional sports on premium channels vs. basic packages, by types of sports fans, December 2012
                                                                                                          • Defining fans of professional sports
                                                                                                            • Figure 81: What a sports fan has to do, by gender, December 2012
                                                                                                            • Figure 82: What a sports fan has to do, by age, December 2012
                                                                                                            • Figure 83: What a sports fan has to do, by gender and age, December 2012
                                                                                                            • Figure 84: What a sports fan has to do, by household income, December 2012
                                                                                                            • Figure 85: What a sports fan has to do, by race/Hispanic origin, December 2012
                                                                                                            • Figure 86: What a sports fan has to do, by presence of children in household, December 2012
                                                                                                            • Figure 87: What a sports fan has to do, Millennials vs. non-Millennials, December 2012
                                                                                                            • Figure 88: What sports-related activities are personally done, by age, December 2012
                                                                                                            • Figure 89: What sports-related activities are personally done, by gender and age, December 2012
                                                                                                            • Figure 90: What sports-related activities are personally done, by household income, December 2012
                                                                                                            • Figure 91: What sports-related activities are personally done, by presence of children in household, December 2012
                                                                                                          • Preferences for tuning in to professional sports
                                                                                                            • Figure 92: Preferences for watching or listening to professional sports, by gender, December 2012
                                                                                                            • Figure 93: Preferences for watching or listening to professional sports, by gender and age, December 2012
                                                                                                            • Figure 94: Preferences for watching or listening to professional sports, by household income, December 2012
                                                                                                            • Figure 95: Preferences for watching or listening to professional sports, by race/Hispanic origin, December 2012
                                                                                                            • Figure 96: Preferences for watching or listening to professional sports, by presence of children in household, December 2012
                                                                                                            • Figure 97: Preferences for watching or listening to professional sports, by Millennials and non-Millennials, December 2012
                                                                                                          • Changes in merchandise spending and attendance
                                                                                                            • Figure 98: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, by age, December 2012
                                                                                                            • Figure 99: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, by gender and age, December 2012
                                                                                                            • Figure 100: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, by household income, December 2012
                                                                                                            • Figure 101: Spending on sports merchandise and professional sporting event attendance compared to 12 months ago, Millennials vs. Non-Millennials, December 2012
                                                                                                            • Figure 102: Approaches to purchasing seats for live professional sporting events, by gender, December 2012
                                                                                                            • Figure 103: Approaches to purchasing seats for live professional sporting events, by age, December 2012
                                                                                                            • Figure 104: Approaches to purchasing seats for live professional sporting events, by gender and age, December 2012
                                                                                                            • Figure 105: Approaches to purchasing seats for live professional sporting events, by household income, December 2012
                                                                                                            • Figure 106: Approaches to purchasing seats for live professional sporting events, by race/Hispanic origin, December 2012
                                                                                                            • Figure 107: Approaches to purchasing seats for live professional sporting events, by presence of children in household, December 2012
                                                                                                            • Figure 108: Approaches to purchasing seats for live professional sporting events, by Millennials and non-Millennials, December 2012
                                                                                                            • Figure 109: Approaches to purchasing seats for live professional sporting events, by sports fan segments, December 2012
                                                                                                          • Sports stadium and service enhancements
                                                                                                            • Figure 110: Professional sports stadium and service enhancements that would increase event attendance, by age, December 2012
                                                                                                            • Figure 111: Professional sports stadium and service enhancements that would increase event attendance, by gender and age, December 2012
                                                                                                            • Figure 112: Professional sports stadium and service enhancements that would increase event attendance, by household income, December 2012
                                                                                                            • Figure 113: Professional sports stadium and service enhancements that would increase event attendance, by presence of children in household, December 2012
                                                                                                            • Figure 114: Professional sports stadium and service enhancements that would increase event attendance, by Millennials and non-Millennials, December 2012
                                                                                                            • Figure 115: Professional sports stadium and service enhancements that would increase event attendance, by in-home vs. in person viewing preference, December 2012
                                                                                                            • Figure 116: Professional sports stadium and service enhancements that would increase event attendance, by preference to view alone vs. with others, December 2012
                                                                                                            • Figure 117: Professional sports stadium and service enhancements that would increase event attendance, by how spending on sports merchandise has changed compared to 12 months ago, December 2012
                                                                                                            • Figure 118: Professional sports stadium and service enhancements that would increase event attendance, by how professional sporting event attendance has changed compared to 12 months ago, December 2012
                                                                                                          • Professional sports merchandise purchased
                                                                                                            • Figure 119: Purchase of professional-sports-related merchandise in the last 12 months, by gender, December 2012
                                                                                                            • Figure 120: Purchase of professional-sports-related merchandise in the last 12 months, by age, December 2012
                                                                                                            • Figure 121: Purchase of professional-sports-related merchandise in the last 12 months, by race/Hispanic origin, December 2012
                                                                                                            • Figure 122: Purchase of professional-sports-related merchandise in the last 12 months, by Millennials and non-Millennials, December 2012
                                                                                                            • Figure 123: Purchase of professional-sports-related merchandise in the last 12 months, by sports fan segments, December 2012
                                                                                                            • Figure 124: Purchase of professional-sports-related merchandise in the last 12 months, by how spending on sports merchandise has changed compared to 12 months ago, December 2012
                                                                                                          • Opinions about professional sports
                                                                                                            • Figure 125: Opinions about professional sports, by gender, December 2012
                                                                                                            • Figure 126: Opinions about professional sports, by age, December 2012
                                                                                                            • Figure 127: Opinions about professional sports, by gender and age, December 2012
                                                                                                            • Figure 128: Opinions about professional sports, by household income, December 2012
                                                                                                            • Figure 129: Opinions about professional sports, by race/Hispanic origin, December 2012
                                                                                                            • Figure 130: Opinions about professional sports, by presence of children in household, December 2012
                                                                                                            • Figure 131: Opinions about professional sports, by Millennials and non-Millennials, December 2012
                                                                                                            • Figure 132: Opinions about professional sports, by sports fan segments, December 2012
                                                                                                            • Figure 133: Opinions about professional sports, by in-home vs. in person viewing preference, December 2012
                                                                                                            • Figure 134: Opinions about professional sports, by how spending on sports merchandise has changed compared to 12 months ago, December 2012
                                                                                                            • Figure 135: Reasons for following a professional sports team, by gender, December 2012
                                                                                                            • Figure 136: Reasons for following a professional sports team, by age, December 2012
                                                                                                            • Figure 137: Reasons for following a professional sports team, by gender and age, December 2012
                                                                                                            • Figure 138: Reasons for following a professional sports team, by household income, December 2012
                                                                                                            • Figure 139: Reasons for following a professional sports team, by race/Hispanic origin, December 2012
                                                                                                            • Figure 140: Reasons for following a professional sports team, by presence of children in household, December 2012
                                                                                                            • Figure 141: Reasons for following a professional sports team, Millennials vs. non-Millennials, December 2012
                                                                                                            • Figure 142: Reasons for following a professional sports team, by types of sports fans, December 2012
                                                                                                          • Opinions about game time advertising
                                                                                                            • Figure 143: Opinions about game time advertising, by gender and age, December 2012
                                                                                                            • Figure 144: Opinions about game time advertising, by household income, December 2012
                                                                                                            • Figure 145: Opinions about game time advertising, by race/Hispanic origin, December 2012
                                                                                                            • Figure 146: Opinions about game time advertising, by presence of children in household, December 2012
                                                                                                            • Figure 147: Opinions about game time advertising, by Millennials and non-Millennials, December 2012
                                                                                                            • Figure 148: Opinions about game time advertising, by sports fan segments, December 2012
                                                                                                            • Figure 149: Opinions about game time advertising, by in-home vs. in person viewing preference, December 2012
                                                                                                            • Figure 150: Opinions about game time advertising, by preference to view alone vs. with others, December 2012
                                                                                                            • Figure 151: Opinions about game time advertising, by how spending on sports merchandise has changed compared to 12 months ago, December 2012
                                                                                                            • Figure 152: Opinions about game time advertising, by how professional sports event attendance has changed compared to 12 months ago, December 2012
                                                                                                            • Figure 153: Whether game time advertising is distracting or enjoyable, by gender, December 2012
                                                                                                            • Figure 154: Whether game time advertising is distracting or enjoyable, by age, December 2012
                                                                                                            • Figure 155: Whether game time advertising is distracting or enjoyable, by gender and age, December 2012
                                                                                                            • Figure 156: Whether game time advertising is distracting or enjoyable, by household income, December 2012
                                                                                                            • Figure 157: Whether game time advertising is distracting or enjoyable, by race/Hispanic origin, December 2012
                                                                                                            • Figure 158: Whether game time advertising is distracting or enjoyable, by presence of children in household, December 2012
                                                                                                            • Figure 159: Whether game time advertising is distracting or enjoyable, by Millennials and non-Millennials, December 2012
                                                                                                            • Figure 160: Whether game time advertising is distracting or enjoyable, by sports fan segments, December 2012
                                                                                                        • Appendix: Trade Associations

                                                                                                          Companies Covered

                                                                                                          • Dunkin' Brands
                                                                                                          • Facebook, Inc.
                                                                                                          • Home Box Office, Inc.
                                                                                                          • National Broadcasting Company, Inc. (NBC)
                                                                                                          • National Football League Inc.
                                                                                                          • Professional Golfers Association
                                                                                                          • Twitter, Inc.
                                                                                                          • YouTube, Inc.

                                                                                                          Marketing to Sports Fans - US - March 2013

                                                                                                          £3,199.84 (Excl.Tax)