2021
9
UK Spectator Sports Market Report 2021
2021-11-24T03:12:45+00:00
OX1050537
2195
145530
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Report
en_GB
“Major events have played a key role in maintaining the profile of live sport during the COVID-19 crisis and will be just as important to the market’s recovery if stadium…

UK Spectator Sports Market Report 2021

£ 2,195 (Excl.Tax)

Description

The UK Spectator Sports report identifies consumer attitudes towards spectator sports, the impact of the pandemic on spectator sports, and the importance of major international events in the UK. This market report covers the spectator sports market size, spectator sports market growth market forecast, market segmentation and industry trends for the Spectator Sports market in the UK.

Current Market Landscape

Thanks to widespread free-to-air broadcasts of the previous years postponed Euros and Olympic Games, experience of live sport returned to pre-pandemic levels in 2021. The staging in the UK of several major international events will also boost ticket sales into 2022.

  • The spectator sports market value fell by 78% in 2020 before bouncing back in the second half of 2021.
  • 76% of adults attended in-person or watched broadcast coverage.
  • Euro 2020 was the biggest event of the sporting summer, viewed live by 92% of all those who watched live football during the 12 months to August 2021.

Attendance intentions indicate that the COVID-19 pandemic has done little to dampen Britons’ enthusiasm for spectator sports, although older fans appear to be more cautious about returning to the stands.

Future Market Trends in Spectator Sports 

Besides the emergence of a vaccine-resistant strain of the virus, the biggest short-term threat the market faces currently is a economic downturn hitting consumers’ leisure spending. One of the key longer-term challenges for the spectator sports market is capturing the interest of Generation Z.

The most significant growth opportunities will be found in women’s sport and the development of new formats, as well as for those properties that can put sustainability at the heart of their event delivery.

Read on to discover more details or take a look at all of our UK Leisure market research.

Quickly understand

  • The continuing impact of COVID-19 on the spectator sports market.
  • The effect of lockdowns on the makeup of spectator sports audiences.
  • The importance of major international events to the market’s recovery.
  • Opportunities to increase attendance created by consumers’ post-pandemic priorities.
  • Popular applications of new technologies in spectator sports stadia.

Covered in this report

Events: Football (Euro 2020), tennis, rugby (rugby union, rugby league, six nations), cricket (The Hundred), motorsport (grand prix), horseracing (grand national), boxing, snooker, darts, Euro 2020, US Open, Olympics, Balloon World Cup.

Expert analysis from a specialist in the field

This report, written by David Walmsley, a leading analyst in the Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Major events have played a key role in maintaining the profile of live sport during the COVID-19 crisis and will be just as important to the market’s recovery if stadium hesitancy slows the return of pre-pandemic attendances to properties outside football.

David Walmsley - Research AnalystDavid Walmsley
Senior Leisure Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on spectator sports
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on spectator sports, 2020-25
    • The market
    • Capacity crowds and crammed calendar ramping up recovery
      • Figure 2: Market size and COVID-19 scenario forecast for spectator sports, 2016-26
    • Summer sports suffer most in attendance drought
      • Figure 3: UK spectator sports attendances, by leading segments, 2019-21
    • Major events boost sport’s on-screen presence
      • Figure 4: Peak broadcast audiences for selected live televised sports events, 2021
    • Companies and brands
    • The Hundred proves a hit
    • Women’s sport grows its share of the spotlight
    • The consumer
    • Major events as popular as ever
      • Figure 5: Experience of live sport, 2016-21
    • TV coverage keeps sport in the picture
      • Figure 6: Sports watched live, 2019-21
    • Smartphones lose out as fans stay home
      • Figure 7: Watching live sport on digital devices, by sport, 2020 and 2021
    • Euros and Olympics top the viewing podium
      • Figure 8: Major sports events watched, 2021
    • Pre-pandemic crowds prepare to come back
      • Figure 9: Sports event attendance habits and intent, 2021
    • High-tech stadia to target fans’ pain points
      • Figure 10: Interest in stadium technologies, 2021
  3. Issues and Insights

    • Major events a big part of sports market’s future
    • Massive demand for major events
    • A social opportunity as well as a sporting one
    • Stadium tech needs to prioritise sustainability over selfies
    • Connection over attractions for Gen Z
    • Sustainability over selfies
  4. Market Size and Performance

    • Crowds come back after year-long lockout
      • Figure 11: Short, medium and long-term impact of COVID-19 on spectator sports, 2020-25
    • Full-house football season kicks off the upturn
      • Figure 12: Consumer expenditure on spectator sport attendance, 2016-21
  5. Market Forecast

    • Crammed calendar to accelerate revival
      • Figure 13: Forecast of consumer expenditure on spectator sport attendance, 2016-26
    • Market drivers and assumptions
      • Figure 14: Key drivers affecting Mintel’s market forecast, 2017-26
    • Forecast methodology
  6. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • Threat of vaccine-resistant strains of COVID-19 adds huge uncertainty
      • Figure 15: COVID-19 scenario forecasts, 2016-26
    • Pent-up demand helps market bounce back
    • Vaccine-resistant variants threaten return to empty stands
    • Defeat of virus can stimulate spending
    • COVID-19 market disruption: risks and outcomes
      • Figure 16: Summary of Mintel scenario expectations and the impact on the spectator sports market, 2021
  7. Market Segmentation

    • Summer sports suffer most in stadium shutdown
      • Figure 17: UK spectator sports attendances, by leading segments, 2016/17-2020/21
    • Football fans flood back
      • Figure 18: English club football* attendances, 2016/17-2020/21
    • Horseracing hard hit by loss of summer fixtures
      • Figure 19: UK horseracing attendances, 2017-21
    • Hundred’s half-million helps cricket comeback
      • Figure 20: International and domestic cricket attendances, 2017-21
    • Top flight expansion aims to increase rugby union attendances
      • Figure 21: Premiership Rugby attendances, 2016/17-2020/21
    • Super League suffers second summer of shutdowns
      • Figure 22: Super League attendances, 2017-21
  8. Market Drivers

    • More health risks than financial threats
      • Figure 23: Financial confidence over the coming year, 2021
    • Sport rides second wave of return to social leisure
      • Figure 24: Activities most looking forward to after the COVID-19 pandemic, 2021
    • Olympics and Euros keep sport in primetime picture
      • Figure 25: Peak broadcast audiences for selected live televised sports events, 2021
    • Major event hosting at centre of new UK Sport plan
  9. Launch Activity and Innovation

    • The Hundred proves a hit
    • New gender parity raises profile if not pay
    • Fan engagement shares are more than a token gesture
    • Sport steps up on sustainability
    • Balloon d’Or takes flight
  10. Sports Fans

    • Return of major events brings back the crowds
      • Figure 26: Experience of live sport, 2016-21
    • Lack of lockdown alternatives sees more young women watch
      • Figure 27: Experience of live sport, by age and gender, 2020 and 2021
  11. Sports Watched

    • Few quick wins as economy reopens
      • Figure 28: Sports watched live, 2019-21
  12. Methods of Watching

    • Digital device viewing suffers in stay-home society
      • Figure 29: Watching live sport on digital devices, by sport, 2020 and 2021
  13. Major Events

    • Football fever masks Olympics’ reach
      • Figure 30: Major sports events watched, 2021
    • T20 World Cup proves the best of the rest
      • Figure 31: Intention to watch upcoming major sports events, 2021
  14. Post-COVID Attendance

    • Match-going habit proves hard to break
      • Figure 32: Sports event attendance habits and intent, 2021
    • Demand for social leisure creates new opposition for sports
      • Figure 33: Main sources of anticipation over returning to sports events, 2021
  15. Stadium Technologies

    • Practicalities first in the high-tech venue
      • Figure 34: Interest in stadium technologies, 2021
    • Legacy fans v big eventers
      • Figure 35: Disinterest in stadium technologies, by appeal of event attendance, 2021
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  17. Appendix – Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 36: Forecast of consumer expenditure on spectator sport attendance, 2021-26
    • Market drivers and assumptions
      • Figure 37: Key drivers affecting Mintel’s market forecast, 2020-26
    • Forecast methodology
  18. Appendix – COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 38: COVID-19 scenario forecasts for consumer expenditure on spectator sports attendance, 2020-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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