Description

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

With 3 out of 4 consumers following at least one global sporting event, global sporting events are able to command massive amounts of consumer attention. Thanks to their short-term nature, brands are able to utilise these events to advertise and draw attention to their brand in fresh ways.

The COVID-19 pandemic caused the vast majority of global sporting events to be cancelled or postponed, meaning a lot of lost opportunity throughout 2020. However, the pent-up demand from sports fans for a return to the events could help to fuel a huge boost to the industry heading out of the pandemic. People attending these events will want to enhance their experience, pushing them to buy more food, drink and merchandise.

Fans have been shown to follow events across channels and types of content, with many brands using that to help push OTT services and streaming platforms. Brands can also utilise increased awareness of social justice issues, health and wellbeing, and sustainability concerns to help capture the attention of younger demographics.

Read on to discover more details or take a look at all of our US Leisure Time market research.

Quickly understand

  • The impact of the COVID-19 pandemic on consumer behavior and the global sporting events market.
  • Brand integration in global sporting events.
  • Consumer engagement with global sporting events in 2021 and the coming years.
  • The future trends set to take hold in global sporting events.

Covered in this report

Sports Events: Summer Olympics, Winter Olympics, FIFA World Cup, FIFA Women’s World Cup, Major golf championships, Grand Slam Tennis tournaments, Tour de France, Cricket World Cup, Rugby World Cup.

Brands: Toyota, Volkswagen, Coca-Cola, Visa, Nike, 23andMe, Deloitte, NBCUniversal (Peacock), NBC, Discovery Plus.

Expert analysis from a specialist in the field

Written by Colin O’Brien, a leading analyst in the Lifestyles and Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Global sporting events attract consumer and brand attention both in the us and across the globe. The Olympics and FIFA world cup are not just the two most prominent global sporting events but the two biggest sporting events in the world. These events are limited in duration, which captures consumer interest and keeps fans engaged throughout the short time frame of action. In light of the cancellation of many of these events due to the pandemic, the upcoming iterations will be sure to spark massive fan following.

Colin O’Brien
Sports Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on global sporting events
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on global sporting events, April 2021
    • Opportunities and challenges
    • Global sporting events offer platforms for change and unity
      • Figure 2: Unifying potential of global sporting events, February 2021
    • Broadcast networks use global sporting events to push OTT services
      • Figure 3: Peacock Olympics marketing
    • The Olympics need to better appeal to younger fans
      • Figure 4: Global sporting event fandom, by generation, February 2021
  3. The Market – Key Takeaways

    • The Olympics and FIFA World Cup are in their own stratosphere
    • COVID-19 postponed events but enhanced anticipation
    • Global sporting events focus on sustainability
  4. The Global Sporting Events Market

    • Global sporting events landscape
      • Figure 5: Global sporting event fandom, February 2021
    • Impact of COVID-19 on global sporting events
    • Learnings from the Great Recession
  5. Market Factors

    • Global sporting events elicit incredible consumer excitement
      • Figure 6: Global sporting event excitement, February 2021
      • Figure 7: Tokyo Olympics postponement promo
    • Global sporting events offer platforms for change and unity
      • Figure 8: Unifying potential of global sporting events, February 2021
      • Figure 9: Unity capability of global sporting events
    • Consumers and brands hold the power to condemn problematic hosts
      • Figure 10: Protest over Qatar World Cup
    • Sustainability a key component of sports moving forward
  6. Companies and Brands – Key Takeaways

    • Toyota leans in to global community feeling for Olympics through Mobility for All
    • Global sporting events offer networks exclusive time to market OTT services
    • Hosting global sporting events prove fruitful despite added costs
  7. Competitive Strategies

    • Toyota utilizes Olympics to promote Mobility for All
      • Figure 11: Toyota Paralympics Super Bowl commercial
    • Global sporting events sponsorship can solidify status as global leaders for top brands
    • Look to tap into team fandom around global sporting events
      • Figure 12: Volkswagen FIFA World Cup campaign
  8. Market Opportunities

    • Wager on sports betting to engage with fans
    • New protocols offer new ways to utilize Olympic athlete endorsement
    • Broadcast networks use global sporting events to push OTT services
      • Figure 13: Peacock Olympics marketing
    • Despite costs, hosting global sporting events can be a power play
  9. The Consumer – Key Takeaways

    • Global sporting events present great opportunities to reach men and women
    • Television remains king, but digital is big among young fans
    • Fans make purchases to enhance the global sporting event experience
  10. Global Sporting Events Followed

    • The Olympics and FIFA World Cup represent the pinnacle of global sporting events
      • Figure 14: Global sporting event fandom, February 2021
    • The other global sporting events still command strong engagement from niche audiences
    • Global sporting events offer strong opportunities for women’s sports
      • Figure 15: Global sporting event fandom, by gender, February 2021
      • Figure 16: Gender equality in Olympics
    • The Olympics command an incredible audience, but for how long
      • Figure 17: Global sporting event fandom, by generation, February 2021
    • More than just root, root, root for the home team
      • Figure 18: Global sporting event fandom, by race, February 2021
      • Figure 19: 23andMe World Cup heritage campaign
  11. Following the Action of Global Sporting Events

    • Fans still first turn to television to follow global sporting events
      • Figure 20: Methods for following global sporting events, February 2021
    • Look to digital channels to target younger fans
      • Figure 21: Methods for following global sporting events, by generation, February 2021
    • Social media rivals television in importance, especially for younger fans
      • Figure 22: Reasons for using social media to follow global sporting events, February 2021
      • Figure 23: Sponsored social media posts
      • Figure 24: Katie Ledecky Got Milk TikTok ad
      • Figure 25: UEFA EURO x TikTok partnership
    • No prime time, no problem
    • Fans crave togetherness during global sporting events
      • Figure 26: Get together for global sporting event, by generation, February 2021
    • Tap into additional content around global sporting events
      • Figure 27: Fan desire for additional content, by generation, February 2021
      • Figure 28: USA Skateboarding documentary
  12. Global Sporting Events Attitudes and Behaviors

    • Take advantage of the sports halo effect
      • Figure 29: Desire for additional content, by generation, February 2021
      • Figure 30: United Airlines Team USA commercial
    • Fans open up their wallets for global sporting events
      • Figure 31: Global sporting event purchase behaviors, February 2021
      • Figure 32: Marketing for global sporting events, February 2021
    • Merchandise helps consumers express their fandom
    • Food and drink – natural companion to sporting events
      • Figure 33: Food and drink partnerships
    • Entertainment integrations can enhance consumer reach
    • Look to gaming to appeal to younger consumers
      • Figure 34: Coca-Cola FIFA World Cup ad in FIFA 18
    • The travel industry can take advantage of the global aspect of global sporting events
  13. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  14. Appendix – The Consumer

      • Figure 35: Sports fandom by sport, February 2021
      • Figure 36: Sports fandom by sport, by gender, February 2021
      • Figure 37: Sports fandom by sport, by generation, February 2021
      • Figure 38: Sports fandom by sport, by race, February 2021
      • Figure 39: Marketing for global sporting events, by generation, February 2021

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

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