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UK Sports Sponsorship Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Sports Sponsorship 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 examines sports marketing and sponsorship in the UK, focusing mainly on the sponsorship of sports properties, athletes and governing bodies. Sponsorships that only cover the broadcast of sports events are excluded, but may be discussed for the purposes of context, while many sponsorship deals will now include sponsorship of properties and broadcast coverage as part of the same deal.

Key points included

  • eSports: the golden egg
  • Mounting scrutiny around gambling companies
  • Market forecasts and trends for Sports Sponsorship

Company Profiles

  • Chime Communications
  • Engine Partners UK
  • Havas Sports & Entertainment
  • M&C Saatchi Sport & Entertainment

Expert analysis from a specialist in the field

Written by Marco Amasanti, a leading analyst in the B2B sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The sports arena continues to serve one of the main channels of sponsorship domestically and worldwide. Sports sponsorship thrived in 2018, underpinned largely by the booming profile of football’s Premier League, drawing huge interest as one of the world’s largest sports markets Marco Amasanti
B2B Analyst

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Table of contents

  1. Overview

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

          • The market
            • Strong growth across the sports sponsorship market in 2018
              • Market forecast to maintain trajectory in coming years
                • Football remains top, dominated by the Premier League
                  • Figure 1: Football Premier League clubs’ commercial revenue, £ million, 2012/13-2016/17
                • Sports viewership figures
                  • Figure 2: Sports watched live on TV or online, October 2016 and 2018
                • Changing consumption of sport, and subsequently, sponsorship
                  • Companies and brands
                    • Call for more active commercial partnerships
                      • What we think
                      • Issues and Insights

                        • eSports: the golden egg
                          • The facts
                            • The implications
                              • Mounting scrutiny around gambling companies
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Football remains top, dominated by the Premier League
                                      • Sports viewership figures
                                        • Market forecast to maintain trajectory in coming years
                                        • Market Size – Football Sponsorship

                                          • Football remains the main player
                                            • The Premier League is king
                                              • Figure 3: Football Premier League club revenue, £ million, 2016/17
                                            • New wave of sponsorship deals drives Premier League clubs’ commercial revenue
                                                • Figure 4: Football Premier League commercial revenue, £ million, 2012/13-2016/17
                                              • An elite within an elite
                                                • Figure 5: Share of Premier League commercial revenue, top six and others, % of total, 2016/17
                                              • Growing revenues in the Championship and wider English Football League
                                                  • Figure 6: Championship clubs' average revenues, with and without parachute payments, £ million, 2016/17
                                                  • Figure 7: Football League clubs' revenues, £ million, 2015/16 and 2016/17
                                                • Sponsorship in English football tournaments
                                                  • Scottish Premiership sponsorship revenues increase again
                                                    • Figure 8: Scottish Premiership sponsorship and commercial revenue, € million, 2014/15-2016/17
                                                • Market Overview – Other Major Sports

                                                    • Tennis
                                                      • The Lawn Tennis Association
                                                          • Figure 9: Lawn Tennis Association group revenue, % of total revenue, 2017
                                                        • The traditional approach of the Wimbledon Championships remains unique
                                                          • Rugby union
                                                            • Domestic
                                                              • International
                                                                  • Figure 10: England Rugby Football Union revenue, % of total, 2017/18
                                                                • Rugby league
                                                                  • Domestic
                                                                    • International
                                                                      • Cricket
                                                                        • Domestic
                                                                          • International
                                                                            • Cycling
                                                                              • Athletics
                                                                                  • Figure 11: UK Athletics revenue, % of total, year to March 2018
                                                                                • Motor racing
                                                                                  • Golf
                                                                                  • Market Forecast

                                                                                    • Market forecast to continue to prosper in the coming years
                                                                                      • A number of large sporting events in the coming years
                                                                                        • Football to continue building its commercial portfolio
                                                                                          • Figure 12: Football Premier League club revenue, £ million, 2016/17-2018/19
                                                                                        • UK sponsors are set to finally realise the potential of eSports
                                                                                          • From a global perspective
                                                                                            • Figure 13: Global eSports economy, $ million, 2015-19
                                                                                            • Figure 14: Global eSports economy value, by subsector, % of total, 2018
                                                                                          • Opportunities for sponsorship in eSports
                                                                                            • How to market in eSports
                                                                                              • Prospects for the industry looking forward
                                                                                              • The Impact of the Economy

                                                                                                • Business investment levels
                                                                                                  • Figure 15: UK business investment, £ million, Q1 2015-Q3 2018
                                                                                              • Market Trends

                                                                                                • Sports viewership figures
                                                                                                    • Figure 16: Sports watched live on TV or online, October 2016 and 2018
                                                                                                  • Changing means of sports consumption
                                                                                                      • Figure 17: Services used to watch live sport, October 2018
                                                                                                      • Figure 18: Viewership of sports content, October 2018
                                                                                                    • What does this mean for sponsors?
                                                                                                      • Consumer reaction to sports sponsorship
                                                                                                        • Brand loyalty
                                                                                                          • Figure 19: Attitudes towards sport sponsorship, October 2018
                                                                                                        • How can brands advance their image with fans?
                                                                                                          • Brands enhance the way teams engage with their supporters
                                                                                                            • Figure 20: Fan priorities for football club sponsors, July 2018
                                                                                                        • Market Drivers

                                                                                                          • The broadcasting boom in English football
                                                                                                            • Premier League
                                                                                                              • International exposure
                                                                                                                • The English Football League
                                                                                                                  • The rising value of English football to sponsors
                                                                                                                    • Growing pressure on gambling companies
                                                                                                                      • Recent action
                                                                                                                        • Potential future action
                                                                                                                          • The importance of social media
                                                                                                                          • Companies and Brands – What You Need to Know

                                                                                                                            • Series of acquisitions
                                                                                                                              • Call for more active commercial partnerships
                                                                                                                              • Launch Activity and Innovation

                                                                                                                                • The launch of the ePremier League
                                                                                                                                  • The Premier League and Coca-Cola’s drive for active fan engagement
                                                                                                                                    • Havas launches a cryptocurrency scheme
                                                                                                                                    • Company Profiles

                                                                                                                                      • Chime Communications
                                                                                                                                        • Recent company activity
                                                                                                                                          • Financial information
                                                                                                                                            • Figure 21: Financial analysis of Chime Group Holding, £ million, 2015-17
                                                                                                                                          • Engine Partners UK
                                                                                                                                            • Recent company activity
                                                                                                                                              • Financial information
                                                                                                                                                • Figure 22: Financial analysis of Engine Partners UK, £ million, 2013-17
                                                                                                                                              • Havas Sports & Entertainment
                                                                                                                                                • Recent company activity
                                                                                                                                                  • Financial information
                                                                                                                                                    • Figure 23: Financial analysis of Havas Sports & Entertainment, £ million, 2013-17
                                                                                                                                                  • M&C Saatchi Sport & Entertainment
                                                                                                                                                    • Recent company activity
                                                                                                                                                      • Financial information
                                                                                                                                                        • Figure 24: Financial analysis of M&C Saatchi Sport & Entertainment, £ million, 2013-17
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Abbreviations
                                                                                                                                                          • Methodology
                                                                                                                                                          • Further Sources and Contacts

                                                                                                                                                            • Trade associations
                                                                                                                                                              • All England Lawn Tennis & Croquet Club
                                                                                                                                                                • British Athletics
                                                                                                                                                                  • England and Wales Cricket Board
                                                                                                                                                                    • European Sponsorship Association
                                                                                                                                                                      • The Football Association
                                                                                                                                                                        • Lawn Tennis Association
                                                                                                                                                                          • Motorsport UK
                                                                                                                                                                            • The Rugby Football League
                                                                                                                                                                              • Rugby Football Union
                                                                                                                                                                                • Union of European Football Associations
                                                                                                                                                                                  • Trade magazines
                                                                                                                                                                                    • Sport Business
                                                                                                                                                                                      • SportsPro Media