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China Sports Participation Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Sports Participation market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

Sports participation refers to physical sports services consumers spend to participate in. Such expenditures include membership fee (eg for sports club or sports centre), participation fee, spending on spectator sports and others. Membership spending includes payment for sports club, such as physical training, as well as coaching fee.

Participation spending includes tickets for one-time services, such as the Colour Run, marathon and Spartan race. Spending on spectator sports includes entrance fees for sports events, including CBA (Chinese Basketball Association), Super League, etc. Spending on sports media includes spending on sports television and online streaming services. Other spending is mostly made up by sports lottery.

Excluded

For the purpose of this Report, e-sports, sports retail (including clothes, gear, equipment and nutritional supplements), overseas sports expenditure and sports-themed travel are excluded. However, e-sports is discussed as a market promotion factor in Market Factors.

Expert analysis from a specialist in the field

Written by Yihe Huang, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The fast-growing sports participation market brings opportunities for not only the sports industry but also brands in other categories. Launching more varieties of sports activities and making sport more fun will attract a larger participant base, and sports data created by participants could work as positive feedback as well as sports motivations. Since generally consumers trust sports stars, their endorsement of brands may achieve a better effect on building brand images. Yihe Huang
Leisure Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Another fast-growing market other than sports retailing
                • Figure 1: Best- and worst-case forecast for sports participation spending, China, 2012-22
                • Figure 2: Sports played in the past six months, January 2018
              • Spectator sports see strong growth
                • The consumer
                  • Fewer limitations on equipment and space bring more participation?
                    • Figure 3: Sports competition taken part in in the past two years, January 2018
                  • Anticipate a healthy living status
                    • Figure 4: Reason for participating in sports, January 2018
                  • Watching sports programmes online becoming increasingly popular, and participants leverage various media to engage with sports
                    • Figure 5: Sports media usage, January 2018
                  • Talking and eating the most popular concurrent sports watching activities
                    • Figure 6: Activities while watching sports events, January 2018
                  • Nuts/seeds more welcomed to accompany sports programmes watching
                    • Figure 7: Foods eaten while watching sports event, January 2018
                  • Mobile applications lead the most interested and used sports tools
                    • Figure 8: Interest and usage of sports tools, January 2018
                  • In general people think competition results and sports star endorsements are trustworthy
                    • Figure 9: Trust in sports, January 2018
                  • What we think
                  • Issues and Insights

                    • Make sports participation easy, fun and meaningful
                      • The facts
                        • The implications
                          • Everyone could be a sports data creator
                            • The facts
                              • The implications
                                • Transference: sports stars and brand images
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • A burgeoning market
                                        • Big sports events drive attention, and settlement of broadcasting rights indicates a maturing spectator sports market
                                          • Chinese consumers are witnessing more varieties of sports activities
                                            • Smart features and e-sports empower attractiveness of sports
                                            • Market Size and Forecast

                                              • Double-digit growth is expected to maintain
                                                • Figure 10: Best- and worst-case forecast for sports participation spending, China, 2012-22
                                              • The willingness and interest in sports participation are high
                                                • Figure 11: Sports most interested in, January 2018
                                            • Market Factors

                                              • A rising awareness of health and fitness
                                                • A rising focus on promoting sports industry
                                                  • 2018 a ‘big year’ for spectator sports
                                                    • Broadcasting rights are concentrated to several major players, but will sports short videos be more popular in the future?
                                                    • Launch Activity and Innovation

                                                      • NFL is expected to make another attempt to enter China soon
                                                        • More running varieties to launch in China
                                                          • Sports stadiums being smarter
                                                            • Attracting new audience via e-sports
                                                            • The Consumer – What You Need to Know

                                                              • Badminton the most participated in sports type
                                                                • Anticipation of being healthy drives Chinese consumers to do sports
                                                                  • Online sports programmes penetrating all age groups, while consumers embrace diverse usage of sports media
                                                                    • Chat and eat while watching sports most often, nuts/seeds the most popular food companion
                                                                      • Sports mobile application the most popular tool for better sports participation
                                                                        • In general people think sports competition results and sports star endorsements are trustworthy
                                                                        • Sports Participation and Interest

                                                                          • Nine in 10 respondents have played sports in the last six months
                                                                            • Figure 12: Sports played in the past six months, January 2018
                                                                          • Ping-Pong for competing more than playing
                                                                            • Figure 13: Sports competition taken part in in the past two years, January 2018
                                                                          • Gender stereotype remains for sports participation
                                                                            • Figure 14: Sports most interested in, by gender, January 2018
                                                                          • Participating in sports seems to be a sophisticated and family leisure activity
                                                                          • Reason for Sports Participation

                                                                            • Do sports to pursue better health condition
                                                                              • Figure 15: Reason for participating in sports, January 2018
                                                                            • Tier one sports participants are more likely to be self-starters
                                                                              • Figure 16: Reason for participating in sports, by city tier, January 2018
                                                                          • Sports Media

                                                                            • Online sports programmes penetrating to all age groups
                                                                              • Figure 17: Sports programmes watching occasions, January 2018
                                                                              • Figure 18: Sports programmes watching occasions, by age, January 2018
                                                                            • Diverse usage of media channels
                                                                              • Figure 19: Sports media channels usage, January 2018
                                                                              • Figure 20: Usage of social media and traditional media, by gender, January 2018
                                                                              • Figure 21: Sports social media usage, by age, January 2018
                                                                          • Concurrent Sports Watching Activities

                                                                            • A need for company, either emotional or for stomach
                                                                              • Figure 22: Activities while watching sports events, January 2018
                                                                              • Figure 23: Activities while watching sports events, by gender, January 2018
                                                                          • Food Choices while Watching Sports

                                                                            • Nuts and seeds most favourable companions
                                                                              • Figure 24: Foods eaten while watching sports event, January 2018
                                                                            • More females prefer snacks while watching sports events
                                                                              • Figure 25: Foods eaten while watching sports event, by gender, January 2018
                                                                              • Figure 26: Eleme soccer-themed ad poster, December 2017
                                                                            • Nuts/seeds and salty puffed snacks are equally attractive to consumers aged 20-24
                                                                              • Figure 27: Foods eaten while watching sports event, by age, January 2018
                                                                              • Figure 28: World cup – Germany-themed chips, April 2018
                                                                          • Usage and Interest in Sports Tools

                                                                            • Interest and usage of sports tools and services are high
                                                                              • Figure 29: Interest and usage of sports tools, January 2018
                                                                              • Figure 30: Usage in sports tools – any usage, January 2018
                                                                              • Figure 31: Interest in sports tools – current interest, January 2018
                                                                            • More females interested in fitness applications and courses
                                                                              • Figure 32: Usage and interest in sports tools, by gender, January 2018
                                                                              • Figure 33: Usage and interest in sports games, by gender, January 2018
                                                                            • Smart gadgets are popular among tier one consumers
                                                                              • Figure 34: Usage and interest in sports tools, by city tier, January 2018
                                                                            • Younger generations are likely to be early adopters
                                                                            • Trust in Sports

                                                                              • Not much change in trust in sports
                                                                                • Figure 35: Trust in sports, January 2018
                                                                              • Sports stars may better attract target audience
                                                                                • Online selling of sports lottery is not likely to relaunch, but more niche demands still need to be fulfilled
                                                                                • Meet the Mintropolitans

                                                                                  • More active in sports participation
                                                                                    • More devoted to sports media
                                                                                      • Figure 36: Sports media usage, by consumer classification, January 2018
                                                                                    • Similar concurrent sports watching activities, but more likely to take snacks
                                                                                      • Figure 37: Foods eaten while watching sports event, by consumer classification, January 2018
                                                                                    • Active users of sports tools, and continuously seeking something better
                                                                                      • Figure 38: Usage of sports tools – using now, by consumer classification, January 2018
                                                                                      • Figure 39: Usage of sports tools – have used before but not now, by consumer classification, January 2018
                                                                                    • Willing to grant more trust in sports
                                                                                      • Figure 40: Trust in sports, by consumer classification, January 2018
                                                                                  • Appendix – Market Size and Forecast

                                                                                      • Figure 41: Market forecast for sports participation spending, China, 2012-22
                                                                                  • Appendix – Methodology and Abbreviations

                                                                                    • Methodology
                                                                                      • Fan chart forecast
                                                                                        • Abbreviations