US Sports and Social Awareness Market Report 2021
£ 3,695 (Excl.Tax)
Report Summary
Providing the most comprehensive and up-to-date information and analysis of the U.S Sports and Social Awareness market including the behaviours, preferences and habits of the consumer.
The intersection of sports and social awareness has never been greater. The 2020 calendar year put a spotlight on the sports world and the impact it can have on various social causes including the fight for social justice, community support, and more. Fans more than ever want sports entities to be active and take a stand in support of social issues – and that is something Mintel expects to see more of moving forward. This Report will examine the growing connection of sports and social awareness and how that will continue to evolve.
Quickly understand
- The impact of COVID-19 on consumer behavior and social awareness in sports.
- How social awareness in sports changed in 2020.
- How consumers will engage and connect with social causes and sports in the coming years.
- The future trends set to take hold for sports and social issues
Covered in this report
Key topics featured: Use marketing efforts to bring attention to social issues; Sports look to open new doors through new education opportunities; Increase diversity in sports leadership; Increased focus on standing for values and ethical behavior and much more.
Expert analysis from a specialist in the field
Written by Colin O’Brien, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
There is now a stronger connection between sports and social awareness than ever before, on every level. Fans are expecting sports entities to be actively involved in providing support and creating change. Sports leagues and teams are establishing initiatives to drive consumer awareness and involvement in various causes, as well as driving change internally. Athletes now evaluate potential sponsorship deals to find partners that share similar values and passions. This is not a flash in the pan. This new integration between sports and social awareness will be a key component of the sports world now and in the future.
Colin O’Brien
Leisure Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: US context
- Economic and other assumptions
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Executive Summary
- Top takeaways
- Market overview
- Social awareness is intertwined in sports
- Figure 1: Sports fandom and awareness of social causes by sport, November 2020
- Impact of COVID-19 on sports and social awareness
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on sports and social awareness, January 2021
- Opportunities and challenges
- Sports need to continue 2020 GOTV efforts to non-presidential elections
- Figure 3: Sporting arenas as polling locations
- Promote social issues through the lens of sports
- Support social justice initiatives through merchandise
- Figure 4: Supporting social issues through merchandise
- Sports involvement leads to augmented support of social issues and brands
- Supporting social issues runs the risk of turning off a subset of consumers
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The Market – Key Takeaways
- Sports and social awareness reach new heights in 2020
- Sports look to open doors through new education opportunities
- Sports and BLM become further intertwined
- Merchandise offers new way for fans to support social issues
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The Market
- Social awareness is intertwined in sports
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- Figure 5: Naomi Osaka facemasks of police brutality victims
- Figure 6: Sports fandom and awareness of social causes by sport, November 2020
- Impact of COVID-19 on sports and social awareness
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- Figure 7: Short-, medium- and long-term impact of COVID-19 on sports and social awareness, January 2021
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
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Market Factors
- Sports look to open new doors through new education opportunities
- Figure 8: Damian Lillard’s internship program
- Increase diversity in sports leadership
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- Figure 9: Diversity in sports leadership
- Increased focus on standing for values and ethical behavior
- Sports and BLM are inextricably linked
- Sports look to open new doors through new education opportunities
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Market Opportunities
- Sports entities can continue to encourage voting
- Figure 10: Sports efforts for civic engagement
- Use marketing efforts to bring attention to social issues
- Figure 11: Promoting social issues through marketing
- Support social justice initiatives through merchandise
- Figure 12: Supporting social issues through merchandise
- Promoting Black owned businesses
- Figure 13: Bud Light promoting Black-owned restaurants
- Sports entities can continue to encourage voting
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Companies and Brands – Key Takeaways
- Dove Men+Care highlights trend of sports partnerships with likeminded athletes
- The WNBA continues history of being a leader in social activism
- Brands use stadium naming rights to highlight sustainability
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Competitive Strategies
- Dove Men+Care forms sports partnerships with likeminded athletes
- Figure 14: Jaylen Brown and Dove partnership promoting social issues
- WNBA continues to lead the way on active stands for social issues
- Crown Royal uses football to help promote social issues
- Figure 15: Crown Royal using football to give back
- Stadium naming rights a target for sustainability efforts
- Figure 16: Brands leverage stadium naming rights to support causes
- Dove Men+Care forms sports partnerships with likeminded athletes
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The Consumer – Key Takeaways
- Consumers favor sports’ involvement in social issues
- Sports have tremendous power to influence consumers’ views and behavior
- Sports entities should use position of power for the greater good
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Consumer Trends Impacting Sports and Social Awareness
- Surroundings
- Rights
- Identity
- Wellbeing
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Exploring Sports and Social Awareness
- Majority of consumers favor sports’ involvement in social issues
- Figure 17: Sports paired viewpoints, November 2020
- Promote social issues during games to have greatest reach and impact
- Figure 18: Method of social issue integration in sports, November 2020
- Sports fans focus on more than just the game
- Figure 19: Awareness of social issues in sports, by issue, November 2020
- Majority of consumers favor sports’ involvement in social issues
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Causes Sports Can Support
- The causes consumers feel are most important for sports’ support
- Figure 20: Most important social issues for sports to support, by rank, November 2020
- Continuing COVID-19 relief through sports
- Figure 21: Fanatics making PPE out of jersey fabric
- DEI initiatives a focus for consumers, and brands
- Figure 22: Most important social issues for sports to support, by race, November 2020
- Sports can make an immediate impact locally
- Figure 23: Sports giving back locally
- Sports involvement in health and wellness saves lives
- Figure 24: Sports fandoms supporting charitable initiatives
- The causes consumers feel are most important for sports’ support
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Influence of Social Issues on Consumer Behavior
- Sports have tremendous power to influence consumers’ views and behavior
- Sports lead to an increase in awareness and education of social issues
- Sports entities can lead by example
- Brands still run the risk of turning off a subset of consumers
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Sports Have an Obligation to Use Its Platform for Change
- Sports should use position of power for the greater good
- Figure 25: Sports attitudes, November 2020
- Sports should use position of power for the greater good
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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Appendix – The Consumer
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- Figure 26: Demographics of positive paired viewpoint, by generation and by race, November 2020
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- Figure 27: Sports and social issues behaviors, by generation, November 2020
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- Figure 28: Sports attitudes, by generation, November 2020
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- Figure 29: Sports attitudes, by race, November 2020
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