2022
8
Canada The Modern Sports Fan Market Report 2022
2022-04-23T04:07:10+01:00
OX1104647
3695
150722
[{"name":"Sports","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/sports"}]
Report
en_GB
“Modern sports fandom is evolving rapidly. Fans have been empowered by digital innovations and now have control over where, when and how they consume sports content.The result is an…

Canada The Modern Sports Fan Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Modern sports fandom is evolving rapidly. Fans have been empowered by digital innovations and now have control over where, when and how they consume sports content.
The result is an industry full of opportunities, but also threats for the current leaders that will be forced to adapt to keep up with the modern fan.”
– Scott Stewart, Associate Director, Lifestyles & Retail

Key issues covered in this Report

  • What sports Canadians follow and their degree of interest in them.
  • The devices and services fans use to watch live events.
  • The platforms fans use to get content outside of live events.
  • How fans want to get more information and connect with athletes and organizations.
  • How Gen Z sports fans differ from older generations.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                  • Figure 1: Category outlook, 2022-27
                • Opportunities
                  • Sports demand is getting more diverse
                    • Digital technology is changing the way fans watch sports
                      • Sports can be a part of fans’ identity, and organizational values are an impactful tool
                        • Challenges
                          • Rapid change poses a threat to incumbents
                          • The Market – By the Numbers

                            • The sports market is down but not out
                              • Figure 2: Spectator sports operating revenue, 2012-20
                          • Market Factors

                            • COVID-19 continues to pose a challenge, but there is positive momentum
                              • Figure 3: Attitudes toward COVID-19 pandemic, 2021
                            • Inflation trends will indirectly impact sports spending
                              • Figure 4: Consumer price index (all items), 2019-22
                              • Figure 5: Household disposable income, 2019-22
                            • Canada’s increasingly diverse population will affect sports demand
                              • Figure 6: Proportion of visible minority population in Canada, 1981-2016
                              • Figure 7: Scotiabank | hockey for all :30s, 2021
                            • Sports gambling is becoming more accessible and popular
                            • Competitive Strategies

                              • Sports leagues are a powerful partner
                                • The Bay is the official style partner of the Toronto Raptors
                                  • Figure 8: Hudson’s Bay Instagram post, February 2022
                                • Apple TV+ gets exclusive Friday Night Baseball broadcast rights
                                  • Figure 9: Apple TV Twitter post, March 2022
                                • The smartphone is becoming an important tool to connect with fans
                                  • Figure 10: Toronto Maple Leafs Twitter post, October 2021
                                • Using team jerseys to connect with modern fans
                                  • Figure 11: NHL Twitter post, November 2020
                                  • Figure 12: Real Sports Apparel Instagram post, 2020
                                  • Figure 13: Adidas Hockey Instagram post, 2022
                                • Emerging sports create opportunities for emerging broadcasters
                                • The Modern Sports Fan Consumer – Fast Facts

                                  • Sports Followed

                                    • Overview
                                      • Figure 14: Sports followed, 2022
                                    • Modern sports fans will change the current sports landscape
                                      • Figure 15: Sports followed by 18-24s, 2022
                                      • Figure 16: Sports followed by 13-17s (select), 2021
                                    • A diverse population will impact demand for sports
                                      • Figure 17: Sports followed, White/Caucasian vs non-White/Caucasian, 2022
                                      • Figure 18: Sports followed, born in Canada vs not born in Canada, 2022
                                    • The US is seeing similar trends
                                      • Different combat sports depend on the same consumer profile
                                        • Figure 19: Age and gender distribution of combat sports fans, 2022
                                        • Figure 20: Combat sports followed, by race, 2022
                                      • Auto racing is a sport to watch
                                        • Figure 21: F1 Instagram post, 2021
                                    • Degree of Fandom

                                      • The NHL is on its own level
                                        • Figure 22: Degree of sports fandom, 2022
                                        • Figure 23: Degree of sports fandom among die-hard/casual fans, 2022
                                      • A profile of the die-hard NHL fan
                                        • Figure 24: NHL: I’m a die-hard fan, by household income, gender and country of origin, 2022
                                        • Figure 25: NHL: I’m a die-hard fan, by age, 2022
                                        • Figure 26: NHL: I’m a bandwagon fan, by age, 2022
                                      • Two ends of the spectrum: NBA vs MLB
                                        • Figure 27: NBA vs MLB: I’m a die-hard fan, by age, 2022
                                        • Figure 28: NBA vs MLB: I’m a casual fan, by age, 2022
                                      • Football: NFL vs CFL
                                        • Figure 29: NFL vs CFL: I’m a die-hard fan, by age, 2022
                                      • Sports betting as a tool to drive relevance
                                        • Soccer fandom does not necessarily translate to success for MLS
                                          • Figure 30: MLS vs international soccer: I’m a die-hard fan, by age, 2022
                                          • Figure 31: MLS vs international soccer: I’m a die-hard fan, born in Canada vs not born in Canada, 2022
                                        • F1 Racing is succeeding with young men
                                          • Figure 32: F1 Racing degree of fandom, overall vs young men, 2022
                                        • F1 fans follow lots of other sports
                                          • Figure 33: Sports followed, overall vs die-hard F1 Racing fans, 2022
                                        • Parents should be a focus for women’s sports
                                          • Figure 34: Women’s hockey degree of fandom, by parental status, 2022
                                          • Figure 35: WNBA degree of fandom, by parental status, 2022
                                        • The die-hard “die-hard” fan
                                          • Figure 36: Gender distribution of die-hard fans, by number of leagues followed as a die-hard fan, 2022
                                        • MLB is the most dependent on these die-hard “die-hard” fans
                                          • Figure 37: Repertoire: number of leagues followed as a die-hard fan, by die-hard fans of leagues, 2022
                                          • Figure 38: Blue Jays Instagram post, March 2022
                                      • How Live Sports are Watched

                                        • Accessing game feeds
                                          • Streaming varies not just by age, but fandom
                                            • Figure 39: Ways of accessing live sports events, by age, 2022
                                            • Figure 40: Ways of accessing live sports events, by sports followed, 2022
                                          • Over-the-air antennas pose a small threat to paid sports broadcasts
                                              • Figure 41: Ways of accessing live sports events: over-the-air antenna, by age, 2022
                                            • Delayed feeds and shared subscriptions are relatively uncommon
                                              • Mobile devices are a TV screen for young fans
                                                • Figure 42: Mobile devices used to watch live sports events, by age, 2022
                                              • Leveraging smartphone usage into mobile data demand
                                                • Out-of-home behaviours will continue to depend on the pandemic
                                                  • Figure 43: Out-of-home sports event viewing habits, 2022
                                                  • Figure 44: Out-of-home sports event viewing habits, by concern about exposure to COVID-19, 2022
                                              • How Fans Consume Sports Content

                                                • Sports fandom is about more than live events
                                                  • Figure 45: Sources of sports content other than live events, 2022
                                                • Traditional channels still play a role, but will decline
                                                  • Figure 46: Sources of sports content other than live events: TV shows and AM/FM radio, by age, 2022
                                                • Tailoring TV shows to viewers
                                                  • Figure 47: Sports followed, fans who watch sports TV shows vs overall fans, 2022
                                                • The effect of remote work on AM/FM radio
                                                  • Figure 48: Sources of sports content other than live events: AM/FM radio, by work location, 2022
                                                • Podcasts vs AM/FM radio
                                                  • Figure 49: Sources of sports content other than live events: podcasts and AM/FM radio, by age, 2022
                                                • YouTube is now a leading sports platform
                                                  • Figure 50: Sources of sports content other than live events: YouTube, by age, 2022
                                                • Using YouTube to promote a league
                                                  • Figure 51: Sources of sports content other than live events: TV shows and YouTube, by sports followed, 2022
                                                • Social media sports content is a game changer
                                                  • Figure 52: Sources of sports content other than live events: social media, by age, 2022
                                                  • Figure 53: TSN Official Instagram post, 2022
                                                  • Figure 54: Toronto Raptors TikTok post, 2022
                                                • Print media is struggling to remain relevant
                                                  • Figure 55: Sources of sports content other than live events: print media, by age, 2022
                                              • Connecting with Teams and Players

                                                • Fans want to get to know players
                                                  • Figure 56: Interest in pro athletes, by age, 2022
                                                • Interest in athletes’ personalities correlates with specific consumer groups
                                                  • Figure 57: I wish I knew more about athletes’ personalities, by sports followed, race and country of origin, 2022
                                                • Fans want to feel personally connected with the teams they support
                                                  • Figure 58: Sports team values and support for causes, by age, 2022
                                                  • Figure 59: Vancouver Canucks Instagram post, 2022
                                                • Identifying with teams can help drive revenue
                                                  • Figure 60: Sports-related purchases, by those who agree or disagree that “my favourite sports teams are a part of my personal identity”, 2022
                                              • The Gen Z Sports Fan

                                                • Diversity is an underlying factor in Gen Z’s uniqueness
                                                  • Figure 61: Sports followed, Gen Z by race, 2022
                                                  • Figure 62: Racial distribution, by generation, 2022
                                                • Gen Z fans as ambassadors for hockey and basketball
                                                  • Bandwagons can build excitement with Gen Z
                                                    • Figure 63: Bandwagon fans (NET: any sport), by generation, 2022
                                                  • Gen Z are digital sports fans
                                                    • Figure 64: Ways of watching live sports events, overall vs Gen Z, 2022
                                                    • Figure 65: Sources of sports content other than live events, overall vs Gen Z, 2022
                                                  • Gen Z is more athlete-focused than past generations
                                                    • Figure 66: Attitudes toward athletes, overall vs Gen Z, 2022
                                                    • Figure 67: Sports-related purchases, overall vs Gen Z, 2022
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Consumer qualitative research
                                                        • Mintel Trend Drivers
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms

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