2022
9
UK Spectator Sports Market Report 2022
2022-11-19T03:05:03+00:00
OX1100593
2195
157681
[{"name":"Sports","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/sports"}]
Report
en_GB
“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…

UK Spectator Sports Market Report 2022

£ 2,195 (Excl.Tax)

Description

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.

 

Spectator Sports Market: Common Questions Clients Ask

What is the largest spectator sport in the UK?

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.

What is the spectator sports market size in the UK?

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.

What are the biggest challenges that the spectator sports market faces?

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.

 

Current Spectator Sports Market Landscape

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.

 

Spectator Sports Statistics and Consumer Behaviours

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

  • Premier League football attendance topped 33.2m as fans were allowed to return to stadiums for the 2021-22 season.
  • 74% of adults have watched live sports in the last 12 months.
  • 71% of 16-24s plan to buy food and drink for at-home consumption specifically for the FIFA World Cup 2022.

 

Spectator Sports Market Growth and Future Trends

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.

 

Quickly Understand

  • The impact of the cost of living crisis on access to live sport.
  • The speed and shape of the spectator sports market’s recovery from the impact of COVID-19.
  • The importance of major events in supporting spectator sports market value and volume.
  • The influence of demographic trends on audiences and their preferences.
  • How Britons will watch and spend around the 2022 football World Cup.
  • Options for cutting spending in the spectator sports market.
  • Explores the spectator sports market growth.

 

Covered in this Report

Brands: FIFA, UEFA, NBA, Formula 1, Grand Prix.

 

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 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 - Research Analyst

David Walmsley
Senior Leisure Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for spectator sports
      • Figure 1: Spectator sports outlook, 2022-27
    • The market
    • Football fans lead post-pandemic revival
      • Figure 2: Forecast of consumer expenditure on spectator sport attendance, 2017-27
    • Major events draw record crowds
      • Figure 3: Spectator sports attendances, by leading segments, 2020-22
    • Cost-of-living crisis threatens smaller players
      • Figure 4: Consumer confidence, 2020-22
    • Companies and brands
    • Metaverse moves position clubs as content creators
    • The consumer
    • Post-pandemic audiences stick with sport
      • Figure 5: Experience of live sport, 2016-22
    • Minority interest a majority experience
      • Figure 6: Sports watched live, 2019-22
    • Few sports score outside the box
      • Figure 7: Sports event attendance, by sports watched live, 2022
    • Attendance segment most vulnerable to cuts
      • Figure 8: Options for reducing spending on spectator sports, 2022
    • New-look World Cup retains traditional appeal
      • Figure 9: Football World Cup viewers, 2022
    • Shared experiences slot into social season
      • Figure 10: Football World Cup viewing intentions, 2022
    • Generation Z set to lead tournament spending
      • Figure 11: Football World Cup spending intentions, 2022
  3. Issues and Insights

    • Attendance at risk as cost-of-living crisis deepens
    • Sports recovering at different paces
    • Trading down keeps fans in the game
    • Supporters need value support
    • Younger fans do the World Cup shopping
    • Winter World Cup still a social experience
    • Spending plans consider cost constraints
    • Food and drink promotion to target younger adults
  4. Market Size and Performance

    • Football fuels revenue revival
      • Figure 12: Consumer expenditure on spectator sports attendance, 2017-22
  5. Market Forecast

    • Cost-of-living crisis threatens spending
      • Figure 13: Spectator sports outlook, 2022-27
    • Strength of underlying interest to drive long-term growth
      • Figure 14: Forecast of consumer expenditure on spectator sports attendance, 2017-27
    • Learning from the last income squeeze
      • Figure 15: Consumer expenditure on spectator sports attendance, 2010-14
    • Forecast methodology
  6. Market Segmentation

    • Record crowds greet return of sport’s biggest events
      • Figure 16: UK spectator sports attendances, by leading segments, 2016/17-2021/22
    • Premier League football attendances hit new high
      • Figure 17: English league football attendances, 2017/18-2021/22
    • Cheltenham bucks horseracing’s downward trend
      • Figure 18: UK horseracing attendances, 2018-22
    • Hundred brings more children, women and families to cricket
      • Figure 19: English cricket attendances, 2018-22
    • Cost-of-living crisis starts to impact rugby union
      • Figure 20: Premiership rugby union attendances, 2017/18-2021/22
    • Super League crowds return
      • Figure 21: Super League attendances, 2018-22
  7. Market Drivers

    • Cost-of-living crisis squeezes sport beyond the top tier
      • Figure 22: Consumer confidence, 2020-22
    • Women’s sport tops TV ratings
      • Figure 23: Peak television audiences for selected sports events, 2022
    • Stadium development looks to upgrade capacity and capability
      • Figure 24: Premier League and EFL football clubs’ expenditure on stadia and facilities, 2018/19-2020/21
    • Don’t throw the Baby Boomers out with Generation Z’s bathwater
      • Figure 25: Projected age structure of the UK 15+ population, 2026
  8. Launch Activity and Innovation

    • Replaying the Greatest’s hits
    • Fan festivals build cultural connections
    • More moves into the metaverse
    • Fans at the wheel
    • Fans at the helm
  9. Sports Fans

    • Major events keep audiences buoyant
      • Figure 26: Experience of live sport, 2016-22
    • Generation Z still in the game
      • Figure 27: Experience of live sport, by generation, 2022
  10. Sports Watched

    • Minority viewing for all bar football
      • Figure 28: Sports watched live, 2019-22
    • Influencers bring younger crowd to boxing
      • Figure 29: Sports watched live by Generation Z, 2022
  11. Methods of Watching

    • New value needed by match-going minority
      • Figure 30: Sports event attendance, by sports watched live, 2022
    • Attendance for the more affluent, alternatives for the rest
      • Figure 31: Football and horseracing attendance, by household income, 2022
  12. Sport Spending

    • Event attendance the first casualty of cuts
      • Figure 32: Options for reducing spending on spectator sports, 2022
    • Younger fans most at risk
      • Figure 33: Willingness to cancel sports TV subscriptions to cut down on spending (very/somewhat likely), by age, 2022
  13. World Cup Viewing

    • New-look tournament retains traditional appeal
      • Figure 34: Football World Cup viewers, 2022
    • Shared experiences slot into social season
      • Figure 35: Football World Cup viewing intentions, 2022
  14. World Cup Spending

    • Generation Z holds the purse strings
      • Figure 36: Football World Cup spending plans, 2022
    • An early tournament exit for Generation X
      • Figure 37: Football World Cup spending intentions, by generation, 2022
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  16. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 38: Forecast of consumer expenditure on spectator sports attendance, 2022-27
    • Market drivers and assumptions
    • Forecast 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.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch