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UK Major Sporting Events Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Major Sporting Events market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report focuses on UK adults’ experience of and interest in major sporting events, whether through attendance in person, viewing on television or consumption of other media content. Major events are defined as international competitions that rotate between venues, with hosting rights typically allocated through a bidding process, such as World Cups or European Championships. Major domestic events staged annually at the same venue (eg Grand National, F1 British Grand Prix etc) are excluded. Analysis of these events can be found in Mintel’s Spectator Sports series of reports.

Expert analysis from a specialist in the field

Written by David Walmsley, 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.

Strong public interest in major sporting events will take on a wider significance in the coming decade as the UK seeks to use its status as a top tier sports host to promote post-Brexit Britain on the global stage David Walmsley
Senior Leisure Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Brexit to sharpen Britain’s hosting appetite
              • Figure 1: Attendances at major sporting events staged in the UK, 2014-19
            • Major events draw on more than sport’s core
              • Figure 2: Agreement with the statement ‘I only watch live sports when big events are on’, by age, July 2018
            • Key players
              • Esports shaping future of major events
                • World Cup sets new streaming standards
                  • Olympics pitch for younger crowd
                    • The consumer
                      • Event audiences looking male and stale
                        • Figure 3: Interest in major sporting events, October 2019
                      • Television tops the podium
                        • Figure 4: Experience of major sporting events, October 2019
                      • Brands need more younger and female fans
                        • Figure 5: Attitudes towards major sporting event sponsors, October 2019
                      • Major events are big social occasions
                        • Figure 6: Major sporting event-watching behaviours, October 2019
                      • Two thirds of fans ready for away Games
                        • Figure 7: Interest in attending major sports events as part of a holiday or short break, October 2019
                      • What we think
                      • Issues and Insights

                        • Major events must reach beyond their core support
                          • The facts
                            • The implications
                              • Time for a shift in sports tourism focus
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Brexit to sharpen Britain’s appetite for hosting
                                      • Major events draw more than the core sports crowd
                                        • Catch-up culture edits out negative time zone effects
                                        • Market Overview

                                          • Golden decade of hosting has platinum postscript planned
                                              • Figure 8: Attendances at major sporting events staged in the UK, 2014-19
                                            • Two divisions in out-of-home viewing league
                                                • Figure 9: Experience of watching live sport on TV outside the home, August 2017-July 2019
                                              • More major events UK-bound
                                              • Market Drivers

                                                • A nation of sports fans
                                                    • Figure 10: Agreement with the statement ‘I only watch live sports when big events are on’, by age, July 2018
                                                  • Free TV makes major events the medium’s biggest draw
                                                      • Figure 11: Four-screen* live broadcast audiences for selected major sporting events, 2016-19
                                                    • Changing media habits reducing time zone impact
                                                        • Figure 12: Major global sporting event hosts, 2020-28
                                                    • Key Players – What You Need To Know

                                                      • Esports shaping the events of the future
                                                        • Technology promotes pub viewing
                                                          • FIFA World Cup sets new streaming standards
                                                            • Olympics pitch for younger crowd
                                                            • Launch Activity and Innovation

                                                              • Embracing esports to reach new audiences
                                                                • Discovery apps highlight value of online promotion for pubs
                                                                  • Technology offers fast track to improved experiences
                                                                    • Augmented reality adds to understanding
                                                                      • Boot on the other sex’s foot
                                                                      • Event Profiles

                                                                        • FIFA World Cup
                                                                            • Figure 13: FIFA World Cup, 2006-26
                                                                          • Olympic Games
                                                                              • Figure 14: Summer Olympic Games, 2008-28
                                                                              • Figure 15: Winter Olympic Games, 2006-26
                                                                            • UEFA European Championship
                                                                                • Figure 16: UEFA European Championship, 2004-24
                                                                              • Rugby World Cup
                                                                                • Figure 17: Rugby World Cup, 2003-23
                                                                              • Cricket World Cup
                                                                                • Figure 18: Cricket World Cup, 2003-23
                                                                            • The Consumer – What You Need to Know

                                                                              • Major event audiences looking male and stale
                                                                                • Television tops the podium
                                                                                  • More younger and female fans would benefit brands
                                                                                    • Sporting events valued as social occasions
                                                                                      • Two thirds of fans ready for away games
                                                                                      • Interest in Major Sporting Events

                                                                                        • Headline rates help dodge diversity question
                                                                                            • Figure 19: Interest in major sporting events, October 2019
                                                                                          • Younger age groups have narrower interests
                                                                                              • Figure 20: Repertoire of major sporting events followed, October 2019
                                                                                          • Experiencing Major Events

                                                                                            • No rival to television
                                                                                                • Figure 21: Experience of major sporting events, October 2019
                                                                                                • Figure 22: Experience of major sporting events, by events followed, October 2019
                                                                                            • Major Event Sponsorship

                                                                                              • Younger fans are more brand-friendly
                                                                                                  • Figure 23: Attitudes towards major sporting event sponsors, October 2019
                                                                                                • Casual fans adding little in value
                                                                                                    • Figure 24: Agreement with the statement “I am more likely to buy/use a brand that sponsors a major event than one that doesn’t”, by experience of major sporting events, October 2019
                                                                                                • Fan Behaviours

                                                                                                  • Key role for women in sustaining social viewing
                                                                                                    • Figure 25: Major sporting event-watching behaviours, October 2019
                                                                                                  • Unfamiliar hours hampering pub trade
                                                                                                      • Figure 26: Visiting a bar or pub to watch a major sporting event live on TV, by event watched, October 2019
                                                                                                  • Sports Tourism

                                                                                                    • Two thirds of major event fans keen to travel
                                                                                                        • Figure 27: Interest in attending major sports events as part of a holiday or short break, October 2019
                                                                                                      • Biggest names win home and away
                                                                                                          • Figure 28: Most-popular major sporting events to attend as part of a holiday or short break in the UK, October 2019
                                                                                                          • Figure 29: Most-popular major sporting events to attend as part of a holiday or short break abroad, October 2019
                                                                                                      • Appendix – Data Sources, Abbreviation and Supporting Information

                                                                                                        • Data sources
                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology

                                                                                                            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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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