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Sports Sponsorship - UK - July 2009

Since the economic downturn began in 2007, marketing budgets have been squeezed across the board. But despite the negativity surrounding the marketing communications industry, sports sponsorship market has appeared fairly resilient so far, demonstrating growth of 2.1% to £486 million in 2008, while above-the-line adspend declined. While to a certain extent this growth may have been as a result of pre-arranged, long-term deals, this reflects the degree of insulation that the nature of such deals has given the market. The industry remains optimistic that an increased understanding of these benefits will mean that sponsorships will still be seen by many as a cost-effective means of achieving their marketing goals going forward.

However, the potential success of the sports sponsorship sector remains tempered by ingrained cynicism amongst increasingly media-savvy consumers. With this in mind, combined with an increasing focus on value-for money, sponsorship deals must be better-activated and more innovative than ever if they are to appeal to sponsors and create genuine connections with consumers.

This report analyses recent trends in the sports sponsorship market, examining trade and consumer opinions on the subject and assessing levels of sponsorship awareness amongst consumers. It examines the hypothesis that: “although the sports sponsorship market may suffer in recession along with the rest of the advertising industry, it is well placed to maintain and possibly even increase its relative position within the marketing mix”.

Main issues

  • How well does sports sponsorship compete with more traditional forms of advertising as marketing budgets are being squeezed?

  • Is the sports sponsorship market too cluttered?

  • How important are corporate social responsibility (CSR) initiatives and community projects?

  • In what ways are sponsorships making use of new media channels?

  • What types of innovative ways of activating sponsorships are being explored in the market?

  • What will be the impact of the London 2012 Olympics on the industry?

  • How aware are consumers of sponsorships? Do they care who sponsors what?

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Sponsorship versus donations
            • Abbreviations
            • Future Opportunities

              • Trust in your sponsor
                • Targeting adventurous third-agers
                  • Sponsoring the armchair experience
                  • Market in Brief

                    • Recession hits, but sports sponsorship holds firm
                      • Olympics to trigger huge cash injection
                        • Trade sees opportunities but is aware of challenges
                          • A two-way street
                            • Most consumers exposed to sports sponsorships
                              • Football sponsorships most recognised
                                • Consumer opinions not strongly formed?
                                • Internal Market Environment

                                  • Key points
                                    • Eight in ten consumers interested in sport
                                      • Figure 1: Trends in any interest* on sports, 2004-08
                                    • More channels, more coverage, less exposure?
                                      • Figure 2: Sports coverage on television, by channel, 2001-08
                                    • Football still the jewel in the TV crown
                                      • Figure 3: TV coverage of leading spectator sports, 2001-08
                                    • The Olympic effect
                                      • A funding gap – sponsorship to the rescue?
                                        • Figure 4: London 2012 - Sport by sport funding breakdown
                                      • Olympic sports in the spotlight
                                        • Promoting sponsorship
                                          • Regulation and social responsibility
                                          • Broader Market Environment

                                            • Key points
                                              • Marketing budgets squeezed as recession hits
                                                • Figure 5: GDP quarterly percentage change, 2004-09
                                              • Financial sector support reduced drastically
                                                • High-profile properties to prove more resilient?
                                                  • An ageing population – desirable but elusive targets
                                                    • Figure 6: Trends in the age structure of the UK population, by gender, 2004-14
                                                  • Internet access opens up lines of communication
                                                    • Figure 7: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, April 2002-09
                                                  • Activation on the move
                                                    • Figure 8: Mobile phone subscriptions, 2003-08
                                                • Competitive Context

                                                  • Key points
                                                    • Sports properties take the lion’s share of the sponsorship pound
                                                      • Figure 9: UK sponsorship market, by sector, 1986-2008
                                                    • All marketing disciplines suffering in recession
                                                      • Figure 10: Sports sponsorship and main media advertising expenditure, 2004-08
                                                  • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Increased understanding
                                                          • Opportunities for closer relationships
                                                            • Exclusivity
                                                              • Exposure
                                                                • Weaknesses
                                                                  • Recession
                                                                    • Consumer cynicism
                                                                      • High-profile criticism
                                                                        • Clutter
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Castrol plays ‘Statto’ for football fans
                                                                              • Burger King serves up new twist for Getafe
                                                                                • Beyond stadium sponsorship
                                                                                  • Getting with the programme
                                                                                  • Trade Perspectives

                                                                                    • Key points
                                                                                      • The impact of the recession
                                                                                        • New media channels an integral part of the mix
                                                                                          • More than just a name
                                                                                            • Relevance is key
                                                                                              • Sponsorship vs advertising
                                                                                                • How can the impact of sponsorship be measured?
                                                                                                  • CSR and community involvement
                                                                                                    • Is sponsorship ‘clutter’ an issue?
                                                                                                      • Can the industry police itself?
                                                                                                      • Market Size, Segmentation and Forecast

                                                                                                        • Key points
                                                                                                          • Recent trends encouraging despite recession
                                                                                                            • Figure 11: UK sports sponsorship market value and forecast, 2004-14
                                                                                                          • The key sponsors
                                                                                                            • Figure 12: Main sponsors of sport in the UK (active deals, July-December 2008)
                                                                                                          • The key sports
                                                                                                            • Figure 13: Most-sponsored sports in the UK (active deals, July-December 2008)
                                                                                                          • Major deals
                                                                                                            • Figure 14: Major UK sports sponsorship deals*, by total value of investment, 2008
                                                                                                        • Case Studies

                                                                                                          • Lloyds leads the Olympic charge
                                                                                                            • The deal
                                                                                                              • Activation
                                                                                                                • The benefits
                                                                                                                  • Aegon takes on tennis
                                                                                                                    • The deal
                                                                                                                      • Activation
                                                                                                                        • The benefits
                                                                                                                          • Sky gets on its bike
                                                                                                                            • The deal
                                                                                                                              • The activation
                                                                                                                                • The benefits
                                                                                                                                  • adiZones bring the Olympics to the streets
                                                                                                                                    • The deal
                                                                                                                                      • Activation
                                                                                                                                        • The benefits
                                                                                                                                        • The UK’s Sports Audience

                                                                                                                                          • Key points
                                                                                                                                            • Who are the targets?
                                                                                                                                              • Figure 15: Sports watched on TV or in person, April 2009
                                                                                                                                              • Figure 16: Key targets for most popular spectator sports, April 2009
                                                                                                                                            • A nation of sports fans
                                                                                                                                              • Figure 17: Number of sports watched on TV or in person, April 2009
                                                                                                                                          • How Much Impact do Sports Sponsorships Make?

                                                                                                                                            • Key points
                                                                                                                                              • Football sponsorships way out in front
                                                                                                                                                • Figure 18: Sports sponsors recognised, April 2009
                                                                                                                                              • A third of sports fans oblivious to sponsorships
                                                                                                                                                • Figure 19: Number of sports sponsors recognised, April 2009
                                                                                                                                              • Over-45s show less awareness overall
                                                                                                                                                • Red-top readers and Sky viewers paying attention
                                                                                                                                                • Attitudes Towards Sports Sponsorship

                                                                                                                                                  • Key points
                                                                                                                                                    • A lack of strong opinions
                                                                                                                                                      • Figure 20: Statements about sponsorship of sports teams/players/events, April 2009
                                                                                                                                                    • Young and brand-conscious
                                                                                                                                                      • It’s just not cricket
                                                                                                                                                        • A need to deliver in all areas
                                                                                                                                                        • Consumer Perspectives

                                                                                                                                                          • Key points
                                                                                                                                                            • What sponsorships are ‘suitable’ for sport?
                                                                                                                                                              • Perceptions of financial sector sponsorship in the recession
                                                                                                                                                                • Relevance and credibility
                                                                                                                                                                  • Do fans care who sponsors their favourite teams and players?
                                                                                                                                                                    • Does sponsorship equal sales?
                                                                                                                                                                      • On community initiatives, CSR, etc
                                                                                                                                                                        • Sponsorship vs advertising
                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                            • Figure 21: Leading UK sports, by volume of television coverage, 2008
                                                                                                                                                                            • Figure 22: Trends on participation in sports regularly/occasionally, 2004-08
                                                                                                                                                                            • Figure 23: Trends in sports paid to watch at venue, 2004-08
                                                                                                                                                                            • Figure 24: Trends in sports watched on TV, 2004-08
                                                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                                                          • Population trends
                                                                                                                                                                            • Figure 25: Forecast adult population trends, by socio-economic group, 2004-14
                                                                                                                                                                            • Figure 26: Forecast adult population trends, by lifestage, 2004-14
                                                                                                                                                                        • Appendix – Market Size, Segmentation and Forecast

                                                                                                                                                                            • Figure 27: UK sports sponsorship market value, 1986-2008
                                                                                                                                                                        • Appendix – The UK’s Sports Audience

                                                                                                                                                                          • Sports watched regularly – detailed demographics
                                                                                                                                                                            • Figure 28: Most popular sports watched on TV or in person regularly, by demographic sub-group, April 2009
                                                                                                                                                                            • Figure 29: Next most popular sports watched on TV or in person regularly, by demographic sub-group, April 2009
                                                                                                                                                                          • Sports watched occasionally – detailed demographics
                                                                                                                                                                            • Figure 30: Most popular sports watched on TV or in person occasionally, by demographic sub-group, April 2009
                                                                                                                                                                            • Figure 31: Next most popular sports watched on TV or in person occasionally, by demographic sub-group, April 2009
                                                                                                                                                                          • Number of sports watched – detailed demographics
                                                                                                                                                                            • Figure 32: Number of sports watched on TV or in person, by demographic sub-group, April 2009
                                                                                                                                                                          • Sports watched, by number of sports watched
                                                                                                                                                                            • Figure 33: Sports watched regularly on TV or in person, by number of sports watched on TV or in person, April 2009
                                                                                                                                                                            • Figure 34: Sports watched occasionally on TV or in person, by number of sports watched on TV or in person, April 2009
                                                                                                                                                                        • Appendix – How Much Impact do Sports Sponsorships Make?

                                                                                                                                                                          • All matches
                                                                                                                                                                            • Figure 35: Most popular sponsors matched with properties, April 2009
                                                                                                                                                                            • Figure 36: Next most popular sponsors matched with properties, April 2009
                                                                                                                                                                            • Figure 37: Other sponsors matched with properties, April 2009
                                                                                                                                                                          • Correct matches – detailed demographics
                                                                                                                                                                            • Figure 38: Most recognised sports sponsors, by demographic sub-group, April 2009
                                                                                                                                                                            • Figure 39: Next most recognised sports sponsors, by demographic sub-group, April 2009
                                                                                                                                                                          • Correct matches – by sports watched
                                                                                                                                                                            • Figure 40: Sports sponsors recognised, by most popular sports watched on TV or in person regularly, April 2009
                                                                                                                                                                            • Figure 41: Sports sponsors recognised, by next most popular sports watched on TV or in person regularly, April 2009
                                                                                                                                                                            • Figure 42: Sports sponsors recognised, by most popular sports watched on TV or in person occasionally, April 2009
                                                                                                                                                                            • Figure 43: Sports sponsors recognised, by next most popular sports watched on TV or in person occasionally, April 2009
                                                                                                                                                                          • Combinations of correct matches
                                                                                                                                                                            • Figure 44: Sports sponsors recognised, by most popular other sports sponsors recognised, April 2009
                                                                                                                                                                            • Figure 45: Sports sponsors recognised, by next most popular other sports sponsors recognised, April 2009
                                                                                                                                                                          • Number of correct matches – detailed demographics
                                                                                                                                                                            • Figure 46: Number of sports sponsors recognised, by demographic sub-group, April 2009
                                                                                                                                                                          • Number of correct matches, by sports watched
                                                                                                                                                                            • Figure 47: Number of sports sponsors recognised, by most popular sports watched on TV or in person regularly, April 2009
                                                                                                                                                                            • Figure 48: Number of sports sponsors recognised, by next most popular sports watched on TV or in person regularly, April 2009
                                                                                                                                                                            • Figure 49: Number of sports sponsors recognised, by most popular sports watched on TV or in person occasionally, April 2009
                                                                                                                                                                            • Figure 50: Number of sports sponsors recognised, by next most popular sports watched on TV or in person occasionally, April 2009
                                                                                                                                                                          • Sponsors matched correctly, by number of correct matches
                                                                                                                                                                            • Figure 51: Sports sponsors recognised, by number of sports sponsors recognised, April 2009
                                                                                                                                                                          • Correct matches, by number of sports watched
                                                                                                                                                                            • Figure 52: Sports sponsors recognised, by number of sports watched on TV or in person, April 2009
                                                                                                                                                                          • Number of correct matches, by number of sports watched
                                                                                                                                                                            • Figure 53: Number of sports sponsorships recognised, by number of sports watched on TV or in person, April 2009
                                                                                                                                                                        • Appendix – Attitudes Towards Sports Sponsorship

                                                                                                                                                                          • Attitudes towards sponsorship – detailed demographics
                                                                                                                                                                            • Figure 54: Most popular statements on sponsorship of sports teams/players/events, by demographic sub-group, April 2009
                                                                                                                                                                          • Attitudes towards sponsorship, by sports watched
                                                                                                                                                                            • Figure 55: Statements on sponsorship of sports teams/players/events, by most popular sports watched on TV or in person regularly, April 2009
                                                                                                                                                                            • Figure 56: Statements on sponsorship of sports teams/players/events, by next most popular sports watched on TV or in person regularly, April 2009
                                                                                                                                                                            • Figure 57: Statements on sponsorship of sports teams/players/events, by most popular sports watched on TV or in person occasionally, April 2009
                                                                                                                                                                            • Figure 58: Statements on sponsorship of sports teams/players/events, by next most popular sports watched on TV or in person occasionally, April 2009
                                                                                                                                                                          • Attitudes towards sponsorship, by number of sports watched
                                                                                                                                                                            • Figure 59: Statements on sponsorship of sports teams/players/events, by number of sports watched on TV or in person, April 2009
                                                                                                                                                                          • Correct matches, by attitudes towards sponsorship
                                                                                                                                                                            • Figure 60: Sports sponsors recognised, by statements on sponsorship of sports teams/players/events, April 2009
                                                                                                                                                                          • Number of correct matches, by attitudes towards sponsorship
                                                                                                                                                                            • Figure 61: Statements on sponsorship of sports teams/players/events, by number of sports sponsorships recognised, April 2009
                                                                                                                                                                          • Combinations of attitudes towards sponsorship
                                                                                                                                                                            • Figure 62: Statements on sponsorship of sports teams/players/events, by other statements on sponsorship of sports teams/players/events, April 2009

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • AB Volvo
                                                                                                                                                                        • Abbey
                                                                                                                                                                        • Adidas
                                                                                                                                                                        • Aegon UK
                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                        • Arsenal Football Club
                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                        • Aviva Plc
                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                        • British Olympic Association
                                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                        • Burger King UK Ltd
                                                                                                                                                                        • Carlsberg UK Ltd
                                                                                                                                                                        • Chelsea Football Club
                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                        • Coca-Cola GB
                                                                                                                                                                        • European Sponsorship Association
                                                                                                                                                                        • Everton Football Club
                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                        • Fédération Internationale de Football Association
                                                                                                                                                                        • Gambling Commission
                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                        • Guinness
                                                                                                                                                                        • International Olympic Committee
                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                        • McCain Foods Limited
                                                                                                                                                                        • McDonald's Restaurants Limited (UK)
                                                                                                                                                                        • Nokia Corporation (UK)
                                                                                                                                                                        • Northern Rock plc
                                                                                                                                                                        • Npower Limited
                                                                                                                                                                        • Ofcom
                                                                                                                                                                        • Office for National Statistics
                                                                                                                                                                        • Royal Bank of Scotland Group plc
                                                                                                                                                                        • Samsung Electronics (UK) Ltd
                                                                                                                                                                        • Sony (UK) Ltd
                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                        • Thomas Cook Group PLC
                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                        • Union of European Football Association (UEFA)
                                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                                        • Virgin Money
                                                                                                                                                                        • Waitrose
                                                                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                                                                        Sports Sponsorship - UK - July 2009

                                                                                                                                                                        £1,995.00 (Excl.Tax)