The UK Spectator Sports Market Report examines the market’s recovery from COVID-19, the value and attendance of major sporting events and the impact of the cost of living crisis on the spectator sports market. This report covers the spectator sports market size, market forecast, market segmentation and trends in the spectator sports market.
Major events such as The Open in golf and the Formula 1 British Grand Prix drew record crowds during 2022 to boost the spectator sports market’s growth post-pandemic. However, football remains by far the UK’s most popular spectator sport. Premier League football exceeded pre-pandemic attendance records as fans were allowed to return to stadiums for the 2021- 22 season.
The spectator sports market experienced a year of positive growth driven by the strength of its football segment. The total expenditure on spectator sports attendance reached an estimated £1.5 billion in 2022.
The cost of living crisis is the biggest challenge that faces the spectator sports market over the next 12 months and potentially beyond. Rising inflation has the potential to trigger a wave of trading down in the spectator sports market as fans seek cheaper ways of maintaining access to their favourite events.
The release of pent-up demand for leisure activity and the UK’s staging of three major international events has driven consumer expenditure in the spectator sport market back to pre-pandemic levels.
However, the inflation-driven cost of living crisis and related rises in interest rates will pose the biggest threats to spectator sports attendance during 2023. Fortunately, major events and top-tier football will help protect the spectator sports market against the worst of the cost of living through their popularity and the more affluent nature of their spectator base.
Despite the FIFA World Cup 2022 being moved from its normal timeslot in the northern hemisphere summer, Mintel’s spectator sports market research found that 61% of Brits were planning to watch the tournament, creating opportunities for food and alcoholic drink sales in out-of-home viewing venues and as well as a boost for in-home snacking occasions.
Consumer behaviours in the spectator sports market
More positively, new media technologies in the leisure market are creating the potential to build bespoke live broadcast experiences that allow sports to segment their audiences and better serve their distinct viewing preferences.
Mintel’s spectator sports market research predicts that fans will spend more on live sporting events as falling inflation eases cost of living pressures, although any prolonged recession could put a break on the spectator sports market growth.
To discover more about the UK Spectator Sports Market Report 2022, read our UK Sports and the Media Market Report 2022, or take a look at our Leisure Time Market Research Reports.
Brands: FIFA, UEFA, NBA, Formula 1, Grand Prix.
This report, written by David Walmsley, a leading analyst in the leisure sector, delivers in-depth commentary and analysis to highlight current trends in the spectator sports market and add expert context to the numbers.
Major events and Premier League football have led the market’s recovery in 2022, but attendance in other segments has been slower to return and is now vulnerable to the impact of the cost-of-living crisis.”
David Walmsley
Senior Leisure Analyst
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