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Spectator Sports - UK - October 2015

“Sport spectators are ready to share personal data as well as selfies from the stadium, but venues and brands need to catch up with fans’ creative mindsets as much as with their technology requirements to take full advantage of the trend.”
– David Walmsley, Senior Leisure Analyst

This report discusses the following key topics:

  • The stadium of the future is in the palm of your hand
  • Every fan has their price
  • Widening the window of opportunity for reaching small-screen fans

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Major events deliver revenue growth
            • Figure 1: UK consumer expenditure on sport event tickets, 2010-20
          • Football wins on frequency
            • Figure 2: UK spectator sports attendances, by leading segments, 2014
          • Televised sport still drawing big crowds
            • Figure 3: Sports programming share of television audience, August 2014-July 2015
          • Three quarters of adults watching sport
            • Figure 4: Sports watched live, August 2015
          • Live from pitch-side: Fans turn broadcasters
            • Figure 5: Use of smartphones at live sports events, by generation, August 2015
          • Data-savvy fans know their rising worth
            • Figure 6: Sport venue benefits willing to share personal information for, August 2015
          • What we think
          • Issues and Insights

            • The stadium of the future is in the palm of your hand
              • The facts
                • The implications
                  • Every fan has their price
                    • The facts
                      • The implications
                        • Widening the window of opportunity for reaching small-screen fans
                          • The facts
                            • The implications
                            • The Market – What You Need To Know

                              • World Cup opportunity converted
                                • Domestic diet spiced by international flavours
                                  • Ticket pricing boxes clever
                                    • Seasons within seasons for TV audiences
                                      • Connected stadiums lag behind the living room
                                      • Market Drivers

                                        • Stretching price points widens spectator options
                                            • Figure 7: Adult ticket prices for major UK sporting events, 2015
                                          • More grounds for optimism in stadium development
                                            • Major events, big opportunities
                                                • Figure 8: Major international events hosted in the UK, 2015-17
                                              • Sport still a shared experience in a fragmented TV landscape
                                                  • Figure 9: Sports programming share of television audience, August 2014-July 2015
                                                • Technology ups its game
                                                    • Figure 10: Ownership of consumer technology products, November 2014 and April 2015
                                                  • Weather creates an uncertain outlook
                                                    • Figure 11: UK weather trends, 2012-14
                                                • Market Size and Forecast

                                                  • Another golden year for sport
                                                    • Figure 12: UK consumer expenditure on sport event tickets, 2010-20
                                                  • Forecast
                                                    • Figure 13: Forecast of UK consumer expenditure on sport event tickets, 2010-20
                                                • Segment Performance

                                                  • Major events draw the crowds
                                                    • Figure 14: UK spectator sports attendances, by leading segments, 2013 and 2014
                                                  • Cricket
                                                    • Figure 15: English cricket attendance trends, 2011-15
                                                  • Football
                                                    • Figure 16: English league football attendance trends, 2010/11-2014/15
                                                    • Figure 17: English league football attendances, by division, 2010/11-2014/15
                                                    • Figure 18: Premier League attendances, by club, 2014/15
                                                  • Golf
                                                    • Figure 19: Attendance trends for major UK golf tournaments, 2011-15
                                                    • Figure 20: Attendance at selected major UK golf tournaments, 2011-15
                                                  • Horseracing
                                                      • Figure 21: UK horseracing attendance trends, 2011-15
                                                      • Figure 22: UK horseracing attendances, by month 2014
                                                    • Rugby League
                                                      • Figure 23: Super League attendance trends, 2011-15
                                                      • Figure 24: Super League attendances, by club, 2013 and 2014
                                                    • Rugby Union
                                                      • Figure 25: Premiership rugby union attendance trends, 2010/11-2014/15
                                                      • Figure 26: Premiership rugby union attendances, by club, 2014/15
                                                    • Tennis
                                                      • Figure 27: Attendance trends for major UK tennis tournaments, 2010-15
                                                      • Figure 28: Attendance at major UK tennis tournaments, by event, 2010-14
                                                  • Key Players – What You Need To Know

                                                    • We know where you sit
                                                      • Memorabilia makes it personal
                                                        • A look behind closed doors
                                                          • Put yourself in a player’s boots
                                                          • Launch Activity and Innovation

                                                            • It’s all in the wrist
                                                              • You watch the game, we take the selfies...
                                                                • Trading cards trade up
                                                                  • Periscope peers behind the scenes
                                                                    • Straight from the horse’s mouth
                                                                      • Virtual reality puts fans in the firing line
                                                                      • The Consumer – What You Need to Know

                                                                        • Three quarters of adults watching sport
                                                                          • Most season tickets book a space on the sofa
                                                                            • Regular routines present opportunity and risk
                                                                              • Same screen, different pipe
                                                                                • Smartphone fans consume and create
                                                                                  • The sharing spectator: What’s in it for me?
                                                                                  • Most Popular Sports

                                                                                    • A nation of sports fans
                                                                                        • Figure 29: Sports watched live, August 2015
                                                                                      • Rugby World Cup breaks out of the grey market
                                                                                        • Figure 30: Experience of watching live rugby union during the past 12 months, by gender and age, August 2015
                                                                                      • Fight sports pack a punch with Millennials
                                                                                        • Figure 31: Experience of watching live boxing during the past 12 months, by gender and age, August 2015
                                                                                    • Experience of Live Sport

                                                                                      • The scarce and the special get sports fans out of their armchairs
                                                                                          • Figure 32: Methods of watching live sport, August 2015
                                                                                      • Social Viewing and Attendance

                                                                                        • Family crowds are biggest – but also less committed
                                                                                            • Figure 33: People watched live sport with, August 2015
                                                                                          • Core fans make sport a social occasion
                                                                                              • Figure 34: People watched live sport with, by other people watched sport with, August 2015
                                                                                          • Viewing and Attendance Habits

                                                                                            • Sports fan habits: The routine and the random
                                                                                              • Figure 35: Live sports watching habits, August 2015
                                                                                            • Female spectators like to feel special
                                                                                              • Figure 36: Watching live sport as a special occasion, by age and gender, August 2015
                                                                                          • Watching Live Sport Online

                                                                                            • TV still the old favourite in new media
                                                                                                • Figure 37: Devices used to watch live sport online, August 2015
                                                                                              • Tablets to invigorate older viewers’ interest
                                                                                                  • Figure 38: Use of smartphones and tablets to watch live sport online, by age, August 2015
                                                                                                • Fans slim down digital repertoires for kick-off
                                                                                                    • Figure 39: Number of devices used to watch live sport online, August 2015
                                                                                                • Stadium Activities

                                                                                                  • Eating, drinking, spectating – all part of the matchday routine
                                                                                                      • Figure 40: Purchases made and services used at live sport events, August 2015
                                                                                                    • Urge to share drives smartphone use
                                                                                                      • Figure 41: Use of smartphones at live sports events, by generation, August 2015
                                                                                                    • Fan events not just for kids
                                                                                                        • Figure 42: Experience of and future interest in fan events/promotions at live sport events, by generation, August 2015
                                                                                                    • Sharing Fan Data

                                                                                                      • Cash for questions: Fans put a price on sharing
                                                                                                        • Commercialism puts limits on fans’ loyalty
                                                                                                            • Figure 43: Attitudes towards sharing personal information with sports venues and properties, August 2015
                                                                                                          • Protecting privacy – It’s nothing personal
                                                                                                            • Figure 44: Reasons for not sharing personal information with sports venues and properties, August 2015
                                                                                                        • Appendix

                                                                                                          • Data sources
                                                                                                            • Abbreviations
                                                                                                              • Fan chart forecast
                                                                                                                  • Figure 32: Forecast of UK consumer expenditure on sport event tickets. 2015-20

                                                                                                              Companies Covered

                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                              Spectator Sports - UK - October 2015

                                                                                                              £1,995.00 (Excl.Tax)