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Sports Participation - UK - September 2013

“The biggest issue facing the sport participation market post-London 2012 is the question of ‘what next?’ The Olympic Games – and Team GB – have created much sustained positive sentiment around sport, but that will not last forever and needs to be tapped fairly quickly to get new participants into programmes that can develop long-term interest that is not mega-event-dependent.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • What are the participation legacy opportunities of London 2012?
  • Has participation growth in cycling and athletics run out of steam?
  • What role can family participation play in tackling post-16 drop-out?
  • How can public facilities retain their appeal in the face of spending cuts?
  • How can sport tackle cost barriers to expanding participation?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer expenditure on participation in sport, 2008-18
            • Olympic year sees new record for participation rates
              • More frequent play delivers more frequent spending
                • Market drivers
                  • Pressure mounts on public provision
                    • At-risk groups priced out of the market
                      • Market segmentation
                        • Figure 2: Participation in individual sports, by frequency, 2012-13
                      • Swimming returns to growth as athletics and cycling stall
                        • Individual sports at risk of commitment bypass
                          • The consumer
                            • Figure 3: Sports played in last six months, June 2011-May 2013
                          • Team sports lead on growth
                            • Venue usage split along gender lines
                              • Figure 4: Impact of the London 2012 Olympic Games on sport participation, by region, May 2013
                            • Games’ halo of inspiration shaped like the M25
                              • What we think
                              • Issues in the Market

                                  • What are the participation legacy opportunities of London 2012?
                                    • Has participation growth in cycling and athletics run out of steam?
                                      • What role can family participation play in tackling post-16 drop-out?
                                        • How can public facilities retain their appeal in the face of spending cuts?
                                          • How can sport tackle cost barriers to expanding participation?
                                          • Trend Application

                                              • Trend: Attention Economy
                                                • Trend: Why Buy
                                                  • Mintel Futures: Brand Intervention
                                                  • Market Drivers

                                                    • Key points
                                                      • Hard times to make sports club together?
                                                        • Figure 5: Registered sports facilities in England, by type, September 2012
                                                        • Figure 6: Sports facilities in England, by ownership/access, September 2012
                                                      • Affordability more than just a question of cost
                                                        • Figure 7: Leisure activities net spending trend* in past 12 months, by sector, September 2012
                                                      • Socialising sport to stand out from the health chores
                                                        • Figure 8: Factors seen as contributing to a healthy lifestyle, November 2012
                                                        • Figure 9: Effort applied to leading a healthy lifestyle, November 2012
                                                      • Wide-ranging policy goals put pressure on governing bodies
                                                        • Figure 10: Positive impacts of sport development on selected policy areas, May 2013
                                                      • A new focus for school sport funding
                                                        • Figure 11: Effectiveness of physical education in schools, 2008-2012
                                                      • Volunteering needs some Olympic shine
                                                        • Figure 12: Volunteering in sport, 2008/09-2012/13
                                                      • A new breed of sport and social (media) clubs
                                                        • Figure 13: Membership of sports clubs, 2008/09-2012/13
                                                        • Figure 14: Barriers to sports club membership growth, October 2012
                                                      • Women raise their sporting profile
                                                        • Figure 15: Women’s participation in sport at least once a week (30 minutes+), 2005-12
                                                      • Long hard winter for sports participation market
                                                        • Figure 16: Variations in temperature from long-term (1981-2010) average, January-June 2013
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Young people power
                                                          • Kicking on in the final straight
                                                            • Faster, hire, stronger
                                                              • Performance-related play
                                                                • Can sports villages come to town?
                                                                  • Olympic enthusiasm seeks TV repeats
                                                                    • Illuminating personal goals
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Olympic high creates new benchmark...
                                                                          • Figure 17: Adults participating in moderate intensity sport for at least 30 minutes a week, 2008-13
                                                                        • ... and delivers double-digit boost to spending
                                                                          • Figure 18: Consumer expenditure on participation in sport*, 2008-18
                                                                        • Forecast
                                                                            • Figure 19: Forecast of number of adults in England playing sport at least once a week, 2008-18
                                                                            • Figure 20: Forecast of UK consumer expenditure on participation in sport, 2008-18
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Only swimming makes an Olympic splash
                                                                                • Figure 21: Participation in individual sports, 2011/12-2012/13*
                                                                            • Sport Governing Bodies

                                                                              • Key points
                                                                                • Sports’ leaders
                                                                                  • Figure 22: National governing bodies of the UK’s most popular participation sports, July 2013
                                                                                • Amateur Swimming Association
                                                                                  • Participation numbers
                                                                                    • Figure 23: Weekly and monthly swimming and diving participation, 2007/08-2012/13
                                                                                  • Participation initiatives
                                                                                    • Funding
                                                                                      • Figure 24: Sport England awards through Exchequer and Lottery sources for swimming and diving, 2007/08-2012/13
                                                                                    • UK Athletics
                                                                                      • Participation numbers
                                                                                        • Figure 25: Weekly and monthly athletics participation, 2007/08-2012/13
                                                                                      • Participation initiatives
                                                                                        • Funding
                                                                                          • Figure 26: Sport England awards through Exchequer and Lottery source for athletics, 2007/08-2012/13
                                                                                        • The Football Association
                                                                                          • Participation numbers
                                                                                            • Figure 27: Weekly and monthly football participation, 2007/08-2012/13
                                                                                          • Participation initiatives
                                                                                            • Funding
                                                                                              • Figure 28: Sport England awards through Exchequer and Lottery sources for association football, 2007/08-2012/13
                                                                                            • British Cycling
                                                                                              • Participation numbers
                                                                                                • Figure 29: Weekly and monthly cycling participation, 2007/08-2012/13
                                                                                              • Funding
                                                                                                • Figure 30: Sport England awards through Exchequer and Lottery sources for cycling, 2007/08-2012/13
                                                                                              • The R&A
                                                                                                • Participation numbers
                                                                                                  • Figure 31: Weekly and monthly golf participation, 2007/08-2012/13
                                                                                                • Participation initiatives
                                                                                                  • Funding
                                                                                                    • Figure 32: Sport England awards through Exchequer and Lottery sources for golf, 2007/08-2012/13
                                                                                                  • Badminton England
                                                                                                    • Participation numbers
                                                                                                      • Figure 33: Weekly and monthly badminton participation, 2007/08-2012/13
                                                                                                    • Participation initiatives
                                                                                                      • Funding
                                                                                                        • Figure 34: Sport England awards through Exchequer and Lottery sources for badminton, 2007/08-2012/13
                                                                                                      • Lawn Tennis Association
                                                                                                        • Participation numbers
                                                                                                          • Figure 35: Weekly and monthly tennis participation, 2007/08-2012/13
                                                                                                        • Participation initiatives
                                                                                                          • Funding
                                                                                                            • Figure 36: Sport England awards through Exchequer and Lottery sources for lawn tennis, 2007/08-2012/13
                                                                                                          • British Equestrian Federation
                                                                                                            • Participation numbers
                                                                                                              • Figure 37: Weekly and monthly equestrian participation, 2007/08-2012/13
                                                                                                            • Participation initiatives
                                                                                                              • Funding
                                                                                                                • Figure 38: Sport England awards through Exchequer and Lottery sources for equestrian, 2007/08-2012/13
                                                                                                              • England Squash and Racketball
                                                                                                                • Participation numbers
                                                                                                                  • Figure 39: Weekly and monthly squash and racketball participation, 2007/08-2012/13
                                                                                                                • Participation initiatives
                                                                                                                  • Funding
                                                                                                                    • Figure 40: Sport England awards through Exchequer and Lottery sources for squash, 2007/08-2012/13
                                                                                                                  • Bowls England
                                                                                                                    • Participation numbers
                                                                                                                      • Figure 41: Weekly and monthly bowls participation, 2007/08 - 2012/13
                                                                                                                    • Participation initiatives
                                                                                                                      • Funding
                                                                                                                        • Figure 42: Sport England awards through Exchequer and Lottery sources for bowls, 2010/11-2012/13
                                                                                                                    • Sports Played

                                                                                                                      • Key points
                                                                                                                        • Running and cycling slow the pace
                                                                                                                          • Figure 43: Sports played in last six months, June 2011-May 2013
                                                                                                                        • Team sports expanding squad sizes
                                                                                                                          • Figure 44: Participation in sport types, by age, May 2013
                                                                                                                        • Individuals keep (f)it in the family
                                                                                                                          • Figure 45: Repertoires of sports played, by type of sport, May 2013
                                                                                                                      • Venues for Playing Sport

                                                                                                                        • Key points
                                                                                                                          • Public sector faces cuts
                                                                                                                            • Figure 46: Venues used for participation in sport, May 2013
                                                                                                                          • Single-sex facilities?
                                                                                                                            • Figure 47: Venues used for participation in sport, by gender, May 2013
                                                                                                                          • More schools need to look for life beyond the bell
                                                                                                                            • Figure 48: Venues used for participation in sport, by socio-economic group, May 2013
                                                                                                                          • Majority of participants play home and away
                                                                                                                            • Figure 49: Repertoires of venues used to play sport, May 2013
                                                                                                                        • London 2012 Participation Legacies

                                                                                                                          • Key points
                                                                                                                            • Hard-to-reach stay on the sidelines
                                                                                                                              • Figure 50: Impact of the London 2012 Olympic Games on sport participation, May 2013
                                                                                                                            • Team GB a bigger inspiration than Olympic spirit?
                                                                                                                              • Figure 51: Impact of the London 2012 Olympic Games on sport participation, by type of sport played, May 2013
                                                                                                                            • Olympic inspiration largely a London thing
                                                                                                                              • Figure 52: Impact of the London 2012 Olympic Games on sport participation, by region, May 2013
                                                                                                                            • Collectivism of the Games bypasses doorstep sports
                                                                                                                              • Figure 53: Impact of the London 2012 Olympic Games on sport participation, by venues used for playing sport, May 2013
                                                                                                                          • Family Sport

                                                                                                                            • Key points
                                                                                                                              • More sporting families than lone parent participants
                                                                                                                                • Figure 54: Family sport participation habits, May 2013
                                                                                                                              • Coaches for kids: First parents, then clubs, but who next?
                                                                                                                                • Figure 55: Children’s participation in sport with parents and in organised clubs, by age of children, May 2013
                                                                                                                              • Parents and children team up around competition and racquets
                                                                                                                                • Figure 56: Encouragement of children to play sports parents are interested in, by type of sport played, May 2013
                                                                                                                              • Club settings key to promoting new parental play
                                                                                                                                • Figure 57: Taking up a sport as a result of my child playing it, by venue at which sport is played, May 2013
                                                                                                                            • Incentives to Playing Sport

                                                                                                                              • Key points
                                                                                                                                • Cost-cutting key to avoiding cutting back
                                                                                                                                  • Figure 58: Incentives to playing sport, May 2013
                                                                                                                                • Loosening formal play to attract more casuals
                                                                                                                                  • Figure 59: Interest in being able to play sport without making a regular commitment, by venues used to play sport, May 2013
                                                                                                                                • Take to the streets to fill sporting knowledge gaps
                                                                                                                                  • Figure 60: Demand for more information about local sport participation opportunities and people to play with, by sports played, May 2013
                                                                                                                              • Doorstep Sport Not Just For The Young – CHAID Analysis

                                                                                                                                • Methodology
                                                                                                                                  • Cheaper access key to expanding leisure repertoires to include sport
                                                                                                                                    • Figure 61: Sports Participation – CHAID – Tree output, May 2013
                                                                                                                                    • Figure 62: Sports Participation – CHAID – Table output, May 2013
                                                                                                                                • Appendix – Market Drivers

                                                                                                                                    • Figure 63: Trends in the age structure of the UK population, by gender, 2008-18
                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                    • Figure 64: Forecast of consumer expenditure on participation in sport, 2013-18
                                                                                                                                • Appendix – Segment Performance

                                                                                                                                    • Figure 65: Participation in individual sports, 2007/08-2012/13
                                                                                                                                • Appendix – Sports Played

                                                                                                                                    • Figure 66: Most popular sports played in last six months, by demographics, May 2013
                                                                                                                                    • Figure 67: Next most popular sports played in last six months, by demographics, May 2013
                                                                                                                                    • Figure 68: Next most popular sports played in last six months, by demographics, May 2013
                                                                                                                                    • Figure 69: Next most popular sports played in last six months, by demographics, May 2013
                                                                                                                                    • Figure 70: Other sports played in last six months, by demographics, May 2013
                                                                                                                                    • Figure 71: Popular sports played in last six months, by demographics, May 2013
                                                                                                                                    • Figure 72: Least popular sports played in last six months, by demographics, May 2013
                                                                                                                                    • Figure 73: Repertoire of types of sports played, May 2013
                                                                                                                                    • Figure 74: Repertoire of sports played within individual/keep fit sports group, May 2013
                                                                                                                                    • Figure 75: Repertoire of sports played within team/competitive sports group, May 2013
                                                                                                                                    • Figure 76: Repertoire of sports played within racquet sports group, May 2013
                                                                                                                                    • Figure 77: Repertoire of sports played within outdoor/alternative sports group, May 2013
                                                                                                                                • Appendix – Venues for Playing Sport

                                                                                                                                    • Figure 78: Most popular sport participation venues used, by demographics, May 2013
                                                                                                                                    • Figure 79: Next most popular sport participation venues used, by demographics, May 2013
                                                                                                                                • Appendix – London 2012 Participation Legacies

                                                                                                                                    • Figure 80: Most popular impact of the London 2012 Olympic Games on sport participation, by demographics, May 2013
                                                                                                                                    • Figure 81: Next most popular impact of the London 2012 Olympic Games on sport participation, by demographics, May 2013
                                                                                                                                    • Figure 82: Impact of the London 2012 Olympic Games on sport participation, by most popular sports played in last six months, May 2013
                                                                                                                                    • Figure 83: Impact of the London 2012 Olympic Games on sport participation, by next most popular sports played in last six months, May 2013
                                                                                                                                    • Figure 84: Impact of the London 2012 Olympic Games on sport participation, by other sports played in last six months, May 2013
                                                                                                                                    • Figure 85: Impact of the London 2012 Olympic Games on sport participation, by least popular sports played in last six months, May 2013
                                                                                                                                    • Figure 86: Impact of the London 2012 Olympic Games on sport participation, by most popular sport participation venues used, May 2013
                                                                                                                                    • Figure 87: Impact of the London 2012 Olympic Games on sport participation, by next most popular sport participation venues used, May 2013
                                                                                                                                • Appendix – Family Sport

                                                                                                                                    • Figure 88: Most popular family sport participation habits, by demographics, May 2013
                                                                                                                                    • Figure 89: Next most popular family sport participation habits, by demographics, May 2013
                                                                                                                                    • Figure 90: Family sport participation habits, by family sport participation habits, May 2013
                                                                                                                                    • Figure 91: Family sport participation habits, by most popular sports played in last six months, May 2013
                                                                                                                                    • Figure 92: Family sport participation habits, by next most popular sports played in last six months, May 2013
                                                                                                                                    • Figure 93: Family sport participation habits, by other sports played in last six months, May 2013
                                                                                                                                    • Figure 94: Family sport participation habits, by most popular sport participation venues used, May 2013
                                                                                                                                    • Figure 95: Family sport participation habits, by next most popular sport participation venues used, May 2013
                                                                                                                                    • Figure 96: Family sport participation habits, by most popular impact of the London 2012 Olympic games on sport participation, May 2013
                                                                                                                                    • Figure 97: Family sport participation habits, by next most popular impact of the London 2012 Olympic games on sport participation, May 2013
                                                                                                                                • Appendix – Incentives to Playing Sport

                                                                                                                                    • Figure 98: Most popular incentives to playing sport, by demographics, May 2013
                                                                                                                                    • Figure 99: Next most popular incentives to playing sport, by demographics, May 2013
                                                                                                                                    • Figure 100: Other incentives to playing sport, by demographics, May 2013
                                                                                                                                    • Figure 101: Incentives to playing sport, by most popular incentives to playing sport, May 2013
                                                                                                                                    • Figure 102: Incentives to playing sport, by next most popular incentives to playing sport, May 2013
                                                                                                                                    • Figure 103: Incentives to playing sport, by other incentives to playing sport, May 2013
                                                                                                                                    • Figure 104: Incentives to playing sport, by most popular sports played in last six months, May 2013
                                                                                                                                    • Figure 105: Incentives to playing sport, by next most popular sports played in last six months, May 2013
                                                                                                                                    • Figure 106: Incentives to playing sport, by other sports played in last six months, May 2013
                                                                                                                                    • Figure 107: Incentives to playing sport, by least popular sports played in last six months, May 2013
                                                                                                                                    • Figure 108: Incentives to playing sport, by most popular sport participation venues used, May 2013
                                                                                                                                    • Figure 109: Incentives to playing sport, by next most popular sport participation venues used, May 2013
                                                                                                                                    • Figure 110: Incentives to playing sport, by most popular family sport participation habits, May 2013
                                                                                                                                    • Figure 111: Incentives to playing sport, by next most popular family sport participation habits, May 2013

                                                                                                                                Companies Covered

                                                                                                                                • Advertising Standards Authority
                                                                                                                                • Aegon UK
                                                                                                                                • Amateur Swimming Association
                                                                                                                                • British Gas
                                                                                                                                • English Golf Union
                                                                                                                                • Football Association (The)
                                                                                                                                • Highland Spring
                                                                                                                                • Kellogg Company
                                                                                                                                • Lawn Tennis Association (LTA)
                                                                                                                                • Mars Incorporated
                                                                                                                                • Sport England
                                                                                                                                • UEFA
                                                                                                                                • UK Athletics

                                                                                                                                Sports Participation - UK - September 2013

                                                                                                                                US $2,648.76 (Excl.Tax)