2021
9
US Golf, Tennis, and Auto Racing Market Report 2021
2021-07-01T04:08:24+01:00
OX1044833
3695
139904
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Report
en_GB
“Golf, tennis and auto racing may not be the top sports in the US, but they all nonetheless command significant consumer and brand attention. While COVID-19 wreaked havoc across the…

US Golf, Tennis, and Auto Racing Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the US Sports Consumer market including the behaviors, preferences, and habits of the consumer.

  • Roughly half of tennis and auto racing fans along with over one third of golf fans are interested in betting on the respective sport. Male fans and younger fans are even more interested in betting on these sports. As the sports betting industry continues to grow, Mintel expects to see interest and participation in sports betting increase.
  • Golf and auto racing were two of the first sports to return from the pandemic-induced shutdown. As a result of golf industry market research, we saw that both had a bump in viewership from sports fans starved for new content. These sports also tried new offerings to further connect with fans that can become mainstays moving forward.
  • Across the industry, Gen Z consumers are not following sports to the same degree as their older generational counterparts – which creates challenges for future fandom. Golf significantly struggles to appeal to younger consumers, while tennis fandom resembles the generational splits among all sports fans – with Gen Z not following to the same degree as their older counterparts. Auto racing, alternatively, has proven effective at attracting Gen Z fans through increased utilization of newer content like iRacing and greater focus on the integration of sports and social awareness.
  • Gaming and esports have experienced significant upticks in consumer engagement and interest since the onset of the pandemic. The industry skews toward younger demographics, and that same audience would like to see gaming have integrations within golf, tennis, and auto racing. Sports video games can enhance consumer fandom by deepening the connection between the sport and fans’ favorite players and can also help appeal to the important younger audience.

Read on to discover more about the Golf, Tennis & Auto Racing consumer market, or take a look at our other Sports Market Research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the golf, tennis and auto racing market.
  • Consumer engagement with following golf, tennis and auto racing.
  • The importance of the top athletes, top events and brand sponsorship to these sports.
  • The future trends set to take hold in golf, tennis and auto racing.

Covered in this report

Influencers include: Jean Todt, 23XI Racing, Bubba Wallace, Michael Jordan, Bryson DeChambeau, Tiger Woods, Rory McIlroy, Naomi Osaka, Jessica Pegula, Serena Williams, Roger Federer, Brooks Koepka, Justin Thomas, Darren Rovell, Michael Visacki, Chip Ganassi.

Brands include: DoorDash, Root Insurance, Pizza Hut, NASCAR, Rocket League, NBA, NFL, MLB, NHL, PGA, ATP, WTA, Waste Management, Calm, Ralph Lauren, Root Insurance, Door Dash, HBO, Netflix, IGN, Snickers, Callaway, Topgolf, Whoop, Wimbledon, French Open, Daytona 500, Indianapolis 500, Disney, Pixar, Rolex, FedEx, IBM, M&M, Domino’s, Top Chef, Rocket League, Nintendo, Louis Vuitton, TAG Hauer, ADEAM, Frankie’s Bikinis.

Expert analysis from a specialist in the field

This report, written by Colin O’Brien, a leading analyst in the Sports sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Golf, tennis and auto racing may not be the top sports in the US, but they all nonetheless command significant consumer and brand attention. While COVID-19 wreaked havoc across the sports world, the other major sports all experienced reasons for optimism since the onset of the pandemic. Increases in consumer attention and participation provide a positive outlook for these sports, while new methods for the sports to engage and connect with fans at home or in person provide brands with enhanced opportunities moving forward.

Colin O’Brien, Sports Analyst
Colin O’Brien

Sports Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Economic and other assumptions
            • COVID-19: US context
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Figure 1: Sports fandom by sport, April 2021
                  • Impact of COVID-19 on the other major sports
                    • Figure 2: Short-, medium- and long-term impact of COVID-19 on the other major sports, June 2021
                  • Opportunities and challenges
                    • Sustainability initiatives key to the futures of the other major sports
                      • Figure 3: F1 commitment to sustainability
                    • Highlight diversity among athletes to grow multicultural fan bases
                      • Figure 4: 23XI Racing focuses on attracting new fans
                      • Figure 5: Sports fandom by sport, by race and Hispanic origin, April 2021
                    • Greater utilization of gaming can expand and enhance fandom
                      • Figure 6: NASCAR Rocket League partnership
                    • Drive consumer interest and appeal through NFTs
                      • Figure 7: Bryson DeChambeau’s NFT offering
                  • The Market – Key Takeaways

                    • Golf, tennis and auto racing all have sizable fan bases
                      • Sustainability initiatives a focus for the other major sports
                        • Golf, tennis and auto racing embrace the integration of sports and social awareness
                        • The Market Landscape – Golf, Tennis and Auto Racing

                          • The other major sports command significant attention and brand involvement
                            • Figure 8: Sports fandom by sport, April 2021
                          • Impact of COVID-19 on the other major sports
                            • Golf
                              • Tennis
                                • Auto racing
                                • Market Factors

                                  • The other major sports turn attention to HBCU aid
                                    • Sustainability initiatives key to the future of these sports
                                      • Figure 9: F1 commitment to sustainability
                                    • Social awareness remains a primary focus across the sports world
                                      • Figure 10: Bubba Wallace BLM car paint scheme
                                      • Figure 11: Calm support of Osaka and mental health
                                    • Increases in recreational golf and tennis can spur fandom
                                    • Companies and Brands – Key Takeaways

                                      • Bubba Wallace and Michael Jordan look to grow NASCAR’s Black audience
                                        • iRacing offers NASCAR a new method to grow audience
                                          • COVID-19-induced sponsorships find success
                                          • Competitive Strategies

                                            • Bubba Wallace and Michael Jordan break the NASCAR mold
                                              • Figure 12: Root Insurance support of social justice
                                            • NASCAR utilizes iRacing to grow audience
                                              • Figure 13: iRacing to test future venues
                                            • Sports documentaries create new fans and strengthen current fandom
                                              • Figure 14: Formula 1: Drive to Survive trailer
                                          • Market Opportunities

                                            • Brands can further tap into video games
                                              • Figure 15: Waste Management and FedEx in-game sponsorship
                                            • Build upon popularity of leisure golf offerings to drive interest in the sport
                                              • Figure 16: Topgolf and PGA Championship partner for crossover contest
                                            • COVID-19 creates opportunities for new sponsorships
                                              • Figure 17: Whoop PGA Tour integration
                                            • Drive consumer interest and appeal through NFTs
                                              • Figure 18: Bryson DeChambeau’s NFT offering
                                          • The Consumer – Key Takeaways

                                            • Golf and tennis need to catch up to auto racing’s efforts to appeal to younger fans
                                              • Digital mediums continue to challenge television for prominence and importance
                                                • Athletes, events and sponsorships unite the other major sports
                                                • Exploring Golf, Tennis and Auto Racing Fans

                                                  • The other major sports all have dedicated followings among the second tier of American sports
                                                    • Figure 19: Sports fandom by sport, April 2021
                                                    • Figure 20: Other major sports events fandom, April 2021
                                                  • Follow auto racing’s lead and shift attention to engaging younger audiences
                                                    • Figure 21: Sports fandom by sport, by generation, April 2021
                                                    • Figure 22: Mic’d up Golfers
                                                  • Growing fandom starts at an early age
                                                    • Figure 23: NASCAR Cars die-cast toys
                                                  • Representation matters – showcase minority success across sports
                                                    • Figure 24: Sports fandom by sport, by gender, April 2021
                                                    • Figure 25: Sports fandom by sport, by race and Hispanic origin, April 2021
                                                    • Figure 26: Making golf more accessible
                                                  • Golf and tennis still cater to higher-income consumers
                                                    • Figure 27: Sports fandom by sport, by income, April 2021
                                                  • How to better appeal to the non-fan
                                                    • Figure 28: Barriers to fandom, April 2021
                                                • Following the Action of the Other Major Sports

                                                  • Television remains the primary source, but digital mediums continue to grow in importance
                                                    • Figure 29: Methods for following golf, tennis and auto racing, by sport, April 2021
                                                  • Enhance fan connection through social media
                                                    • Figure 30: Reasons for using social media to follow the other major sports, April 2021
                                                    • Figure 31: PGA Tour shares sponsored highlights on social
                                                  • Tap into togetherness to overcome effects of COVID-19
                                                    • Figure 32: COVID-19 effects on other major sports fandom, April 2021
                                                  • Wager on sports betting to enhance the fan experience
                                                    • Figure 33: Betting-themed golf broadcast
                                                • Key Themes of the Other Major Sports

                                                    • Athlete-driven
                                                      • Events-driven
                                                        • Sponsorship connection
                                                        • Athlete Driven

                                                          • Fans form deep connections to their favorite players
                                                            • Figure 34: Impact of top athletes, April 2021
                                                            • Figure 35: Appeal of top athletes, April 2021
                                                            • Figure 36: Personal stories about lesser-known athletes
                                                        • Event Driven

                                                          • Partnerships with events create lasting connections with consumers
                                                            • Figure 37: Event-driven appeal, April 2021
                                                            • Figure 38: IBM any shot by any player offering for The Masters
                                                            • Figure 39: Appeal of top events, April 2021
                                                        • Sponsorship Connection

                                                          • Take advantage of the sports halo effect
                                                            • Figure 40: Sports halo effect, April 2021
                                                            • Figure 41: Efficacy of sponsorship, April 2021
                                                          • The other major sports offer opportunities across industries
                                                            • Figure 42: Marketing for the other major sports, April 2021
                                                          • Food and drink – natural companion to sporting events
                                                            • Figure 43: Domino’s responds to Rory McIlroy comment
                                                            • Figure 44: McDonald’s trip during Daytona 500 rain delay
                                                          • Look to entertainment integrations to enhance consumer reach
                                                            • Look to gaming to appeal to younger consumers
                                                              • Figure 45: NASCAR Rocket League partnership
                                                            • Brands across the clothing and accessories industry can utilize the other major sports
                                                              • Figure 46: Naomi Osaka Louis Vuitton partnership
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms
                                                                    • Appendix

                                                                        • Figure 47: Sports fandom by sport demographics index, April 2021
                                                                        • Figure 48: Other major sports events fandom, April 2021
                                                                        • Figure 49: Other major sports events fandom, by gender, April 2021
                                                                        • Figure 50: Other major sports events fandom, by race and Hispanic origin, April 2021
                                                                        • Figure 51: Other major sports events fandom, by income, April 2021
                                                                        • Figure 52: Barriers to fandom, by generation, April 2021
                                                                        • Figure 53: Methods for following golf, tennis and auto racing, by generation, April 2021
                                                                        • Figure 54: Marketing for the other major sports, by generation, April 2021
                                                                        • Figure 55: Other major sports attitudes, by sport, April 2021

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