2023
9
UK Technology and Sport Market Report 2023
2023-05-26T12:51:31+01:00
OX1156409
2195
163531
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Report
en_GB
“Professional-grade data analysis tools used in top level sports will filter through to consumers keen to adopt a more granular approach to tracking and analysing performance. Additionally, technology will continue…

UK Technology and Sport Market Report 2023

£ 2,195 (Excl.Tax)

Description

“Professional-grade data analysis tools used in top level sports will filter through to consumers keen to adopt a more granular approach to tracking and analysing performance. Additionally, technology will continue to boost the spectator experience, creating a hybrid way to watch by providing people with more data and interactive, personalised content.”
– Joe Birch, Consumer Technology Analyst

Key issues covered in this Report

  • The impact of the cost-of-living crisis on sports participation and viewing.
  • Competitive strategies of brands operating in sports markets and how technology can boost viewers and participants.
  • Launch activity and innovation of brands operating within sports markets.
  • Consumer activities undertaken at live sports events.
  • How technology can enhance sports participation.
  • Consumer attitudes towards sport viewing and participation and the role technology can play in these.

Table of Contents

  1. Overview

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

    • The five-year outlook for technology and sport
      • Figure 1: Category outlook, 2023-27
    • The market
    • Consumer spending power will be curbed
    • The pandemic has pushed people to prioritise their health more
      • Figure 2: Attitudes towards health and wellness technology, 2022
    • Companies and brands
    • Six Nations rugby championship introduces new Smart Ball to aid analysis and in-game decision-making
    • Sports brands look to the metaverse as a new frontier for engagement
    • Streaming deals aim to boost niche sports’ reach
    • Broadcasters trial new broadcasting innovations
    • Masters golf rolls out in-game interviews on Twitter
    • Automated video streaming and game analytics help boost amateur levels of performance
    • The consumer
    • Over one in five consumers watch live sport in-person
      • Figure 3: Ways to watch sport, 2023
    • Football still dominates as the nation’s favourite sport
      • Figure 4: Methods to watch different sports, 2023
    • Live sport is not a passive watching experience, so push personalised content to make consumers part of the action
      • Figure 5: Activities undertaken at a sporting event, 2023
    • Participation steady, but sports clubs will need to get creative to attract new entrants
      • Figure 6: Sports participated in during last 12 months, 2022 and 2023
    • Use data to give amateurs professional-level insights into their performance
      • Figure 7: Attitudes towards sports participation, 2023
    • Use technology to encourage spontaneous sports participation
      • Figure 8: Attitudes towards sports participation, 2023
    • Games in the metaverse could provide another income stream
      • Figure 9: Attitudes towards sports participation, 2023
  3. Issues and Insights

    • Use technology to encourage spontaneous sporting activities
    • Augmented reality can add new dimension to the live sport watching experience
    • Harness AI to boost personalised activity plans
  4. Market Drivers

    • Inflation will continue to eat into consumer spending power, but sports participation could be resilient to consumer cutbacks
      • Figure 10: Priorities for leisure spending cutbacks, 2022
    • Consumer spending power will be curbed
      • Figure 11: Options for reducing spending on spectator sports, 2022
    • Consumers are prioritising their health more following the pandemic
      • Figure 12: Attitudes towards health and wellness technology, 2022
    • AI will continue to change the way sport is officiated
    • AI will also provide insights into game management
    • Sports betting markets will offer more granular odds with the emergence of advanced analytics
    • DAZN bids to broadcast EFL matches in prime Saturday afternoon slots
  5. Launch Activity and Innovation

    • Six Nations rugby championship introduces new Smart Ball to aid analysis and in-game decision-making
    • Sports brands look to the metaverse as a new frontier for engagement
    • AR and VR used for fan viewing experiences
    • Manchester City sets sights on the metaverse
    • Dubai hosts world’s first metaverse horse race
    • Brands look to experiment with virtual reality fitness and coaching
  6. Competitive Strategies

    • The Ocean Race and Warner Bros. Discovery team up in live coverage and distribution partnership
    • Niche sports introduce streaming subscriptions
    • Digital platforms boost interactivity during streams of games
    • Sky Sports trials new broadcasting innovations
    • Masters golf rolls out in-game interviews on Twitter
    • Technology brings big game analytics to amateur sports
    • Automated video streaming and game analytics help boost amateur levels of performance
    • Professional-grade solutions aim to grow the amateur cricket game
  7. Sports Viewing

    • Over one in five consumers watch live sport in-person
    • Grass-roots sports can be the value proposition consumers are looking for
    • Create inclusive digital messaging to attract a diverse crowd
    • Create innovative ticketing opportunities to boost appeal
      • Figure 13: Ways to watch sport, 2023
    • Men still dominate the sport viewing landscape
    • Boost the occasion to draw women into live sport action
    • Promote the diversity in your brand by sponsoring women’s sports
      • Figure 14: Ways to watch sport, by gender, 2023
  8. Sports Watched

    • Live sport is crucial content for TV providers
      • Figure 15: Methods to watch different sports, 2023
    • Livestreaming can boost engagement with minority sports
    • Bitesize content can boost a sport’s reach
    • Consumers’ appetite for a variety of live sports suggests an aggregator can appeal
      • Figure 16: Repertoire of sports watched live on TV or online, in past 12 months, 2023
  9. Cricket Viewing

    • Nearly two thirds of cricket watchers watch cricket via Freeview
      • Figure 17: Use of Freeview to watch cricket in last 12 months, 2023
    • Cricket can boost its overall audience with more accessible content
    • Streaming and bitesize content can help boost cricket’s appeal
      • Figure 18: Interest in watching cricket content on Freeview, 2023
      • Figure 19: Technology and Sport – CHAID – Tree output, 2023
  10. Activities Undertaken at Live Sporting Events

    • Live sport is not a passive watching experience, so push personalised content to make consumers part of the action
      • Figure 20: Activities undertaken at a sporting event, 2023
    • Stadiums should target older age groups with to-seat ordering
    • Sports brands should offer more in-depth statistics for those attending games
      • Figure 21: Activities undertaken at a sporting event, by generation, 2023
  11. Sports Participation

    • Participation steady, but sports clubs will need to get creative to attract new entrants
    • Focus on the social aspect of sports participation as well as fitness
      • Figure 22: Sports participated in during last 12 months, 2022 and 2023
    • Create more ways for women to engage with team sports
      • Figure 23: Sports participation, NET, 2022 and 2023
      • Figure 24: Sports participation, by age and gender, 2023
    • Create multi-club memberships or interaction opportunities for serious sports enthusiasts
      • Figure 25: Repertoire analysis of sports played, by age and gender, 2023
  12. Attitudes towards Technology in Sports Participation

    • Brands have to provide more proof of standards and accuracy to win over sceptics of fitness tracking capabilities
      • Figure 26: Attitudes towards sports participation, 2023
    • Use data to give amateurs professional-level insights into their performance
    • Those who play team sports are interested in tracking more advanced aspects of their performance
    • Artificial intelligence can have a sizeable impact on personalised sports data
      • Figure 27: Attitudes towards sports participation, 2023
    • Tap into the on-demand culture to boost sports participation
  13. Attitudes towards Technology in Sport Viewing

    • Virtual stadiums offer potential new income stream
      • Figure 28: Attitudes towards sports participation, 2023
    • Unleash the machines to feed consumers’ need for speed
  14. Appendix – Data Sources, Abbreviations and Supporting Information

    • CHAID analysis – Technology and Sport – April 2023
    • Methodology
    • Abbreviations
    • Consumer research 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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