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Sports Marketing and Sponsorship - US - October 2010

The U.S. sports marketing and sponsorship market is highly dynamic, operating at a range of athletic levels, from professional leagues to grade school programs, and involves leagues and teams marketing themselves, as well as sponsors marketing their own brands.

Driven by a wide range of factors, including the growing number of men in the U.S., dedicated fan bases at the pro and college level, rising ticket prices, increased marketing to fill seats at new stadiums across the country, and big-ticket games such as the Super Bowl, The NBA Finals and the World Series, the market attracts national brands seeking ways to market their products. This report provides in-depth coverage of these factors, as well as close examination of the following:

  • The impact of the staggering economy on game attendance and sponsor involvement in pro and college leagues
  • The level of TV viewership and how leagues, teams and sponsors use traditional media to advertise
  • How online and mobile programming are changing the nature of sports content viewing, sponsorship and marketing
  • Key marketing strategies by the top four pro leagues—NFL,MLB, NBA and NHL—and how sponsors employ athletes to market their brands
  • Which sports are the most watched at various levels of sport
  • Which types of merchandise sports fans are most likely to buy and why
  • How fans interact with one another, with an emphasis on web media

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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
                    • Terms
                    • Executive Summary

                      • Overview
                        • Spending on sports sponsorships declines 1% in 2009 due to recession
                          • More than half of respondents watch most popular sports
                            • Graying male population increases future marketing potential for football, golf, and auto racing
                              • Sports franchises experimenting with new technology
                                • Yet majority of sports watchers access sports via traditional media
                                  • Majority of respondents watch sports at home; a third in person at game
                                    • Professional sports dominate, followed by collegiate sports
                                      • Major league sports
                                        • Minor league sports
                                          • Collegiate sports
                                            • High school sports
                                              • Grade school sports
                                                • T-shirts, hats, and jerseys are the most popular branded merchandise
                                                • Insights and Opportunities

                                                  • Bringing more women to the game
                                                    • Satirize the scandal, market the brand
                                                      • Use off-season events at venue to provide value for season ticket holders
                                                        • Alternative sports provide new marketing opportunities
                                                          • Using the Web to attract fans and consumers
                                                            • What alternate sports are taking off?
                                                            • Inspire Insights

                                                                • Trend: Authenticity
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Weathering the economy in 2009
                                                                      • Sports sponsorship market size and forecast
                                                                        • Figure 1: Total U.S. sports sponsorship spending, at current prices, 2006-12
                                                                        • Figure 2: Total U.S. sports sponsorship spending, at inflation-adjusted prices, 2006-12
                                                                    • Market Drivers

                                                                      • The popularity of sports and sports teams drives sales
                                                                          • Figure 3: Level of sports consumers are watching, July 2010
                                                                          • Figure 4: U.S. professional major league sports consumers are watching, July 2010
                                                                        • Graying male population means more viewership for certain sports
                                                                          • Figure 5: Level of U.S. sports watched, by age of men, July 2010
                                                                          • Figure 6: U.S. professional major league sports watched, by age of men, July 2010
                                                                          • Figure 7: Male population, by age, 2005-15
                                                                        • Costly new sports venues spur marketing push to fill seats
                                                                            • Figure 8: New professional sports venues in the U.S., 2007-10
                                                                          • The Super Bowl: A marketing bonanza
                                                                              • Figure 9: Major Sporting Championships Network TV ad revenue, in millions, 2002-07
                                                                            • Diminishing power of celebrity endorsers: Tiger Woods and beyond
                                                                                • Figure 10: Negative opinion of sports endorsements, July 2010
                                                                                • Figure 11: Top-earning professnional athletes, including salary, winnings, and endorsements, 2009
                                                                              • Ticket prices up, attendance down
                                                                                  • Figure 12: How sports sponsors best create value for sports watchers, July 2010
                                                                              • Innovations and Innovators

                                                                                • Live streaming of sporting events nearing mainstream
                                                                                  • TV sports viewing adds a dimension
                                                                                    • World Cup fever leads to advertising and product innovation
                                                                                    • Marketing Strategies

                                                                                      • Overview
                                                                                        • NFL
                                                                                          • NFL sponsors
                                                                                            • NFL web advertising
                                                                                              • NFL TV ad
                                                                                                • Figure 13: NFL.com Ticket Exchange ad, 2010
                                                                                              • MLB
                                                                                                • MLB sponsors
                                                                                                  • MLB web advertising
                                                                                                    • MLB TV ad
                                                                                                      • Figure 14: MLB TV ad, rookie pitcher Stephen Strasburg, 2010
                                                                                                    • NBA
                                                                                                      • NBA sponsors
                                                                                                        • NBA web advertising
                                                                                                          • NBA TV ad
                                                                                                            • Figure 15: NBA TV ad, deron Williams sits…, 2010
                                                                                                          • NHL
                                                                                                            • NHL sponsors
                                                                                                              • NHL web advertising
                                                                                                                • NHL TV ad
                                                                                                                  • Figure 16: NHL TV ad, stills of fans and players…, 2010
                                                                                                                • Pro athletes endorsing outside brands
                                                                                                                  • TV ads: Athlete spokespersons
                                                                                                                    • Figure 17: Gatorade Recover TV ad, black and white, peyton manning, 2010
                                                                                                                    • Figure 18: Subway TV ad, Carl Edwards can’t get enough…, 2010
                                                                                                                • Where Consumers Are Watching Sports

                                                                                                                  • Key points
                                                                                                                    • Majority of respondents watch sports at home
                                                                                                                        • Figure 19: Where consumers are watching sports, July 2010
                                                                                                                      • Male respondents more likely to watch TV at home than female
                                                                                                                          • Figure 20: Where consumers are watching sports, by gender, July 2010
                                                                                                                        • Those aged 18-24 least likely to watch sports at home
                                                                                                                            • Figure 21: Where consumers are watching sports, by age, July 2010
                                                                                                                          • Households earning $25K+ most likely to watch sports at home
                                                                                                                              • Figure 22: Where consumers are watching sports, by household income, July 2010
                                                                                                                          • What Level of Sports Consumers Are Watching

                                                                                                                            • Key points
                                                                                                                              • Majority of respondents watch pro league sports, followed by collegiate
                                                                                                                                  • Figure 23: Level of sports consumers are watching, by gender, July 2010
                                                                                                                                • Those aged 25-34 more active in minor league sports watching
                                                                                                                                    • Figure 24: Level of sports consumers are watching, by age, July 2010
                                                                                                                                  • As household income rises, viewing pro sports rises accordingly
                                                                                                                                    • Figure 25: Level of sports consumers are watching, by household income, July 2010
                                                                                                                                • Professional Major League Watching

                                                                                                                                  • Key points
                                                                                                                                    • Average major league ticket, concession, and merchandise prices, 2009
                                                                                                                                      • Figure 26: U.S. major league fan cost index, for a family of four, 2009-2010
                                                                                                                                    • Half of respondents each watch football, baseball compared to all sports
                                                                                                                                        • Figure 27: Professional major league sports consumers are watching, by gender, July 2010
                                                                                                                                      • Respondents aged 55-64, 65+ most likely to watch golf than younger peers
                                                                                                                                        • Figure 28: Professional major league sports consumers are watching, by age, July 2010
                                                                                                                                      • Sports watching relatively even among most household incomes
                                                                                                                                        • Figure 29: Professional major league sports consumers are watching, by household income, July 2010
                                                                                                                                    • Professional Minor League Watching

                                                                                                                                      • Key points
                                                                                                                                        • Minor league baseball watched far more than other minor leagues
                                                                                                                                          • Figure 30: Professional minor league sports consumers are watching, by gender, July 2010
                                                                                                                                        • Minor league marketing potential
                                                                                                                                          • Minor league baseball
                                                                                                                                            • Semipro football
                                                                                                                                              • Minor league basketball
                                                                                                                                                • Minor league hockey
                                                                                                                                                  • Minor league soccer
                                                                                                                                                  • Collegiate Sports Watching

                                                                                                                                                    • Key points
                                                                                                                                                      • College football is most watched, followed by basketball
                                                                                                                                                        • Figure 31: U.S. collegiate league sports consumers are watching, by gender, July 2010
                                                                                                                                                      • College football watched most by those aged 55-64
                                                                                                                                                        • Figure 32: U.S. collegiate league sports consumers are watching, by age, July 2010
                                                                                                                                                      • Marketing potential for college sports
                                                                                                                                                        • Football
                                                                                                                                                          • Basketball
                                                                                                                                                          • High School Sports Watching

                                                                                                                                                            • Key points
                                                                                                                                                              • Football, basketball watched most at high school level
                                                                                                                                                                • Figure 33: U.S. high school sports consumers are watching, by gender, July 2010
                                                                                                                                                              • Marketing and sponsorship in high school sports
                                                                                                                                                              • Grade School Sports Watching

                                                                                                                                                                • Key points
                                                                                                                                                                  • Baseball is most watched grade school sport; basketball, soccer, trail
                                                                                                                                                                    • Figure 34: U.S. grade school sports consumers are watching, July 2010
                                                                                                                                                                  • Marketing and sponsorship in grade school sports
                                                                                                                                                                  • Sports-Related Merchandise Purchased

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Most sports watchers buy sports team branded T-shirts, hats, and jerseys
                                                                                                                                                                          • Figure 35: Sports-branded merchandise purchases, by gender, July 2010
                                                                                                                                                                        • Respondents aged 18-24 most likely to buy sports-branded T-shirt
                                                                                                                                                                          • Figure 36: Sports-branded merchandise purchases, by age, July 2010
                                                                                                                                                                        • Most sports watchers buy sports team branded T-shirts, hats, and jerseys
                                                                                                                                                                          • Figure 37: Sports-branded merchandise purchases, by household income, July 2010
                                                                                                                                                                      • Frequency of Sports Viewing by Media

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Majority of respondents use traditional media to watch sports
                                                                                                                                                                            • Figure 38: Frequency of using selected media to catch up on sports, July 2010
                                                                                                                                                                          • Majority of respondents prefer broadcast news to cable sports
                                                                                                                                                                            • Figure 39: Frequent/sometimes use of selected media to catch up on sports, by gender, July 2010
                                                                                                                                                                          • Online video, social media used most by respondents aged 25-34
                                                                                                                                                                            • Figure 40: Frequent/sometimes use of selected media to catch up on sports, by age, July 2010
                                                                                                                                                                          • Household income drives media used to catch up on sports
                                                                                                                                                                            • Figure 41: Frequent/sometimes use of selected media to catch up on sports, by household income, July 2010
                                                                                                                                                                        • How Sports Fans Interact With Other Sports Fans

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Fans interact evenly through social media, sports team website
                                                                                                                                                                              • Figure 42: Ways fans Interact with other fans frequently/sometimes, by gender, July 2010
                                                                                                                                                                            • Those respondents aged 35-44 most likely to use social media, websites
                                                                                                                                                                              • Figure 43: Ways fans Interact with other fans frequently/sometimes, by age, July 2010
                                                                                                                                                                            • Middle-income households most likely to use sports team website
                                                                                                                                                                              • Figure 44: Ways fans Interact with other fans frequently/sometimes, by household income, July 2010
                                                                                                                                                                          • Consumer Attitudes Towards Sports Sponsorships

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Half of respondents turned off of sponsorship when star is in scandal
                                                                                                                                                                                  • Figure 45: What creates negative opinion of product endorsement by a sports star, by gender, July 2010
                                                                                                                                                                                • Respondents aged 45 and older turned off by scandal the most
                                                                                                                                                                                    • Figure 46: What creates negative opinion of product endorsement by a sports star, by age, July 2010
                                                                                                                                                                                • Value Consumers See in Sports Sponsorships

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Half of respondents motivated by discounted tickets
                                                                                                                                                                                        • Figure 47: How sports sponsors best create value for sports watchers, by gender, July 2010
                                                                                                                                                                                      • Discounted tickets motivate half of respondents in each age group
                                                                                                                                                                                          • Figure 48: How sports sponsors best create value for sports watchers, by age, July 2010
                                                                                                                                                                                        • Higher earners motivated more than peers by discounts
                                                                                                                                                                                          • Figure 49: How sports sponsors best create value for sports watchers, by household income, July 2010
                                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Black, Hispanic respondents more active sports watchers than whites
                                                                                                                                                                                            • Figure 50: Professional major league sports consumers are watching, by race/Hispanic origin, July 2010
                                                                                                                                                                                          • Blacks have high incidence of watching most levels of sports
                                                                                                                                                                                            • Figure 51: Level of sports consumers are watching, by race/Hispanic origin, July 2010
                                                                                                                                                                                          • Asians, Hispanics most active using online media than whites, blacks
                                                                                                                                                                                            • Figure 52: Ways fans interact with other fans frequently/sometimes, by race/Hispanic origin, July 2010
                                                                                                                                                                                          • Hispanic respondents most likely to see value in discounted tickets
                                                                                                                                                                                            • Figure 53: How sports sponsors best create value for sports watchers, by race/Hispanic origin, July 2010
                                                                                                                                                                                          • Sports-related hats purchased most by black respondents
                                                                                                                                                                                            • Figure 54: Sports-branded merchandise purchases, by race/Hispanic origin, July 2010
                                                                                                                                                                                          • For white respondents, authenticity matters when regarding endorsements
                                                                                                                                                                                            • Figure 55: What creates negative opinion of product endorsement by a sports star, by race/Hispanic origin, July 2010
                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                            • Spectacular spectators
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Major league homebodies
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Faltering fans
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                                                                      • Figure 56: Sports marketing and sponsorship clusters, July 2010
                                                                                                                                                                                                                      • Figure 57: Where consumers watch sports, by sports marketing and sponsorship clusters, July 2010
                                                                                                                                                                                                                      • Figure 58: Level of sports consumers watch most, by sports marketing and sponsorship clusters, July 2010
                                                                                                                                                                                                                      • Figure 59: Ways consumers catch up on sports, by sports marketing and sponsorship clusters, July 2010
                                                                                                                                                                                                                      • Figure 60: How consumers interact with other sports fans, by sports marketing and sponsorship clusters, July 2010
                                                                                                                                                                                                                      • Figure 61: What creates negative opinion of product endorsement, by a sports star by sports marketing and sponsorship clusters, July 2010
                                                                                                                                                                                                                      • Figure 62: Ways consumers see value in sponsorships, by sports marketing and sponsorship clusters, July 2010
                                                                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                                                                      • Figure 63: Sports marketing and sponsorship clusters, by gender, July 2010
                                                                                                                                                                                                                      • Figure 64: Sports marketing and sponsorship clusters, by age, July 2010
                                                                                                                                                                                                                      • Figure 65: Sports marketing and sponsorship clusters, by household income, July 2010
                                                                                                                                                                                                                      • Figure 66: Sports marketing and sponsorship clusters, by race, July 2010
                                                                                                                                                                                                                      • Figure 67: Sports marketing and sponsorship clusters, by Hispanic origin, July 2010
                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                      • Collegiate sport watching and household income
                                                                                                                                                                                                                        • Figure 68: Collegiate league sports consumers are watching, by household income, July 2010
                                                                                                                                                                                                                      • Consumer attitudes towards sports sponsorship and household income
                                                                                                                                                                                                                        • Figure 69: What creates negative opinion of product endorsement by a sports star, by household income, July 2010
                                                                                                                                                                                                                      • Where consumers watch sports, by race and Hispanic origin
                                                                                                                                                                                                                        • Figure 70: Where consumers are watching sports, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                      • Collegiate sports watched, by race and Hispanic origin
                                                                                                                                                                                                                        • Figure 71: Collegiate league sports consumers are watching, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                      • How consumers catch up on sports, by race and Hispanic origin
                                                                                                                                                                                                                        • Figure 72: Frequent/sometimes use of selected media to catch up on sports, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • Adidas (USA)
                                                                                                                                                                                                                      • American Cancer Society (ACS)
                                                                                                                                                                                                                      • American Honda Motor Co., Inc.
                                                                                                                                                                                                                      • AT&T Inc.
                                                                                                                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                      • Fédération Internationale de Football Association
                                                                                                                                                                                                                      • FedEx Corporation
                                                                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                                                                      • General Motors Corporation
                                                                                                                                                                                                                      • Home Depot (USA)
                                                                                                                                                                                                                      • International Business Machines Corporation (IBM)
                                                                                                                                                                                                                      • MasterCard Incorporated
                                                                                                                                                                                                                      • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                      • National Basketball Association
                                                                                                                                                                                                                      • National Football League Inc.
                                                                                                                                                                                                                      • National Sporting Goods Association
                                                                                                                                                                                                                      • Nike
                                                                                                                                                                                                                      • Nissan North America, Inc.
                                                                                                                                                                                                                      • Professional Golfers Association
                                                                                                                                                                                                                      • Red Bull North America, Inc.
                                                                                                                                                                                                                      • Research In Motion (USA)
                                                                                                                                                                                                                      • Sporting Goods Manufacturers Association (SGMA)
                                                                                                                                                                                                                      • Taco Bell Corp.
                                                                                                                                                                                                                      • Toyota Motor Corporation USA
                                                                                                                                                                                                                      • Turner Broadcasting System, Inc.
                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                      • VF Corporation
                                                                                                                                                                                                                      • Weight Watchers International Inc.
                                                                                                                                                                                                                      • Yahoo! Inc

                                                                                                                                                                                                                      Sports Marketing and Sponsorship - US - October 2010

                                                                                                                                                                                                                      £3,277.28 (Excl.Tax)