Sports Market

Market Review 2008

Publication Date	April 2008
Publisher	Key Note
Product Type	Report
Pages	182
ISBN Number	not applicable
Product Code	KEY00017

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Summary

Sport is constantly in the public eye through the media (including appearances by sports celebrities) and government initiatives, such as the UK's bid to host the Olympic Games in 2012. Following its success with the 'London 2012' campaign, the UK further raised its profile in international sport when Glasgow won the rights to host the Commonwealth Games in 2014. England also intends to bid to host the football World Cup in 2018.

In 2007, UK consumers spent an estimated 9.93bn on sport. This figure covers the cost of participation (including club subscriptions), sports equipment, sports clothing, sports footwear and admissions to live sporting events. Although it sounds impressive, 9.93bn in fact represents only 1.2% of total consumer spending - a share that has declined slightly since 2003.

It should be remembered, however, that sport in the UK is heavily subsidised, so the total financial commitment of the nation is far in excess of the value of consumer expenditure. Several billion pounds are spent each year by local authorities, the official Sports Councils and central government (through the Department for Culture, Media and Sport [DCMS]) to ensure that the maximum number of citizens have access to facilities for healthy recreation.

In terms of consumer participation, the major trend of the past 20 years has been the move away from sports and towards 'pure' fitness activities. Many modern consumers simply do not have the time to commit themselves to playing competitive sports. Instead, private health clubs and the gyms at local leisure centres have become the focus of their fitness activities.

Football remains the dominant sport at the professional level, and it is also the most popular competitive sport for amateurs. According to BMRB International's 2007 Target Group Index (TGI) survey, 11.6% of adults play football either regularly or occasionally. However, golf (played by 8.9% of adults) is easily the largest market for personal sports equipment.

The sports market is, in most respects, a fairly mature one, and Key Note forecasts a relatively slow growth rate between 2008 and 2012. Current demographic trends bode well for participation, but little growth is expected in the sports-equipment sector, and sportswear's share of the total clothing and footwear market is shrinking gradually. However, Key Note forecasts a revival in expenditure on spectating, with excitement about the forthcoming London Olympics likely to be a contributing factor.

Content

Executive Summary
1. Industry Overview
- REPORT COVERAGE
- REPORT BACKGROUND
- ECONOMIC TRENDS
- Population
  - Table 1.1: UK Resident Population Estimates by Sex (000), Mid-Years 2003-2007
- Gross Domestic Product
  - Table 1.2: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (m), 2003-2007
- Household Disposable Income
  - Table 1.3: UK Household Disposable Income per Capita (), 2003-2007
- Inflation
  - Table 1.4: UK Rate of Inflation (%), 2003-2007
- Unemployment
  - Table 1.5: Actual Number of Unemployed Persons in the UK (million), 2003-2007
- MARKET SIZE
  - Table 1.6: Consumer Expenditure on Sport by Sector at Current Prices (m and bn), 2003-2007
  - Figure 1.1: Consumer Expenditure on Sport by Sector at Current Prices (%), 2007
- MARKET SEGMENTATION
- INDUSTRY STRUCTURE
- MARKET POSITION
- KEY TRENDS
- LEGISLATION
- KEY TRADE ASSOCIATIONS
- Federation of Sports and Play Associations
- Outdoor Industries Association
- Sports Manufacturers and Retailers Trade Association
- Contents Sports Market
- Key Note Ltd 2008
2. PEST Analysis
- POLITICAL FACTORS
- ECONOMIC FACTORS
- SOCIAL FACTORS
- TECHNOLOGICAL FACTORS
3. Key Note Primary Research
- INTRODUCTION
  - Table 3.1: Major Sporting Events Watched on Television and Attended Live (% of adults), 2008
- WATCHING SPORT ON TELEVISION
  - Table 3.2: Multi-Sport and Football Events Watched on Television by Sex, Age, Social Grade and Region (% of adults), 2008
  - Table 3.3: Tennis, Rugby and Horse-Racing Events Watched on Television by Sex, Age, Social Grade and Region (% of adults), 2008
  - Table 3.4: Other Major Sporting Events Watched on Television by Sex, Age, Social Grade and Region (% of adults), 2008
- LIVE SPECTATING
  - Table 3.5: Major Sporting Events Attended Live by Sex (% of adults), 2008
- OTHER FIELD RESEARCH
4. Competitive Structure
- THE MARKETPLACE
- MARKET LEADERS
  - Table 4.1: Selected Leading Companies in the UK Sports Market by Sector, 2008
- HEALTH CLUBS
- David Lloyd Leisure/Next Generation
- Fitness First
- Virgin Active
- EQUIPMENT MANUFACTURERS
- Amer Sports
- Callaway Golf
- Fortune Brands
- Head
- SPORTSWEAR MANUFACTURERS
- adidas Group
- Nike
- Pentland Group
- SPORTS RETAILERS
- Blacks Leisure Group
- Sports Market Contents
- Key Note Ltd 2008
- JJB Sports
- Sports World (Sports Direct International)
- PROFESSIONAL CLUBS
- OUTSIDE SUPPLIERS
- MARKETING ACTIVITY
5. Participation: Health and Fitness
- INTRODUCTION
- KEY TRENDS
- One in Two Take Vigorous Exercise
- General Health and Obesity in the 2000s
- From Public to Private Provision
- Changing Investment Patterns
- MARKET SIZE
  - Table 5.1: Consumer Expenditure on Participation in Sport and Exercise by Sector at Current Prices (m), 2003-2007
  - Figure 5.1: Consumer Expenditure on Participation in Sport and Exercise at Current Prices (m), 2003-2007
- MARKET SEGMENTATION
- By Type of Venue
- Health Clubs
- Leisure Centres and Other Public-Sector Facilities
- By Activity
  - Table 5.2: Participation in Selected Fitness Activities (% of adults), 2005-2007
- SUPPLY STRUCTURE
- MAJOR PLAYERS
  - Table 5.3: The UK's Leading Health-Club Owners by Number of Clubs and Number of Members, 2007
- ADVERTISING AND PROMOTION
  - Table 5.4: Main Media Advertising Expenditure by Gyms and Fitness Clubs (000), Years Ending September 2006 and 2007
- BUYING BEHAVIOUR
  - Table 5.5: Participation in Popular Leisure Activities Outside the Home At Least Once a Week by Sex (% of adults), 2006
  - Table 5.6: Actions Taken to Keep Fit and Healthy by Sex (% of adults), 2006
  - Table 5.7: Frequency of Exercising by Sex, Age and Social Grade (% of adults), 2007
  - Table 5.8: Participation in Selected Fitness Activities by Sex, Age, Social Grade and Region (% of adults), 2007
- FORECASTS 2008 TO 2012
  - Table 5.9: Forecast Consumer Expenditure on Participation in Sport and Exercise by Sector at Current Prices (m), 2008-2012
- Contents Sports Market
- Key Note Ltd 2008
6. Participation: Competitive Sports
- INTRODUCTION
- KEY TRENDS
- From Competition to Wellness
- Football and Golf the Leaders
- Outdoor Pursuits Are Popular
- Public and Private Facilities
- MARKET SIZE
  - Table 6.1: Consumer Expenditure on Participation in Sport and Exercise by Sector at Current Prices (m), 2003-2007
  - Figure 6.1: Consumer Expenditure on Participation in Sport and Exercise at Current Prices (m), 2003-2007
- MARKET SEGMENTATION
  - Table 6.2: Participation in Selected Fitness Activities (% of adults), 2005-2007
- Football and Other Team Sports
- Golf
- Racket Sports
- Outdoor Pursuits
- Indoor Games
- Other Sports
- SUPPLY STRUCTURE AND MAJOR PLAYERS
- Leisure Centres
- Playing Fields
- National Sports Centres
- ADVERTISING AND PROMOTION
- BUYING BEHAVIOUR
  - Table 6.3: Participation in Organised Sports and Outdoor Pursuits At Least Once a Week by Sex, Age, Social Grade and Region (% of adults), 2006
  - Table 6.4: Participation in Selected Competitive Sports by Sex, Age, Social Grade and Region (% of adults), 2007
- FORECASTS 2008 TO 2012
  - Table 6.5: Forecast Consumer Expenditure on Participation in Sport and Exercise by Sector at Current Prices (m), 2008-2012
7. Sports Equipment
- INTRODUCTION
- KEY TRENDS
- A Stable Market
- The Movement to Pure Fitness
- The Quest for Performance
- Golf Retains Leadership
- Globalised Supply Structure
- Sports Market Contents
- Key Note Ltd 2008
- Fragmented Retail Sourcing
- MARKET SIZE
  - Table 7.1: Consumer Expenditure on Sports Equipment at Current and Constant 2003 Prices (m), 2003-2007
  - Figure 7.1: Consumer Expenditure on Sports Equipment at Current Prices (m), 2003-2007
- MARKET SEGMENTATION
  - Table 7.2: Consumer Expenditure on Sports Equipment by Sector at Current Prices (m and %), 2000, 2003 and 2007
- Golf Equipment
- Home Fitness Equipment
- Other Consumer Equipment
- SUPPLY STRUCTURE
- MAJOR PLAYERS
  - Table 7.3: Selected Leading Suppliers of Sports Equipment and Their Brands, 2008
- ADVERTISING AND PROMOTION
  - Table 7.4: Main Media Advertising Expenditure on Sports Equipment (000), Years Ending September 2006 and 2007
- BUYING BEHAVIOUR
- FORECASTS 2008 TO 2012
  - Table 7.5: Forecast Consumer Expenditure on Sports Equipment at Current Prices (m), 2008-2012
8. Sportswear
- INTRODUCTION
- KEY TRENDS
- Sports Participation and 'Sports Leisurewear'
- Competition from Designer Brands and Deflation
- Consolidation in Sportswear Branding
- Key Role for Sports Retailers
- Technology 'Stories' for Functional Sportswear
- Retro and Fashion Cycles
- MARKET SIZE
  - Table 8.1: Consumer Expenditure on Sportswear by Sector at Current and Constant 2003 Prices (m), 2003-2007
  - Figure 8.1: Consumer Expenditure on Sportswear at Current Prices (m), 2003-2007
- MARKET SEGMENTATION
  - Table 8.2: Consumer Expenditure on Sportswear by Sector by Type of Sport at Current Prices (m and %), 2007
- Outdoor Pursuits
- Football
- Fitness Activities
- Other Sports
- Contents Sports Market
- Key Note Ltd 2008
- Accessories
- SUPPLY STRUCTURE
- MAJOR PLAYERS
  - Table 8.3: Selected Leading Suppliers of Sports Clothing and Footwear by Turnover ($, € and ), 2006/2007
  - Table 8.4: Selected Leading Suppliers of Sportswear by Sector, 2008
- ADVERTISING AND PROMOTION
  - Table 8.5: Main Media Advertising Expenditure on Sportswear by Brand (000), Years Ending September 2006 and 2007
- BUYING BEHAVIOUR
- FORECASTS 2008 TO 2012
  - Table 8.6: Forecast Consumer Expenditure on Sportswear by Sector at Current Prices (m), 2008-2012
9. Sports Retailing
- INTRODUCTION
- KEY TRENDS
- From Equipment to Replica and Fashion
- Saturation and Consolidation
- Specialisation and Diversification
- MARKET SIZE
  - Table 9.1: Consumer Expenditure on Sports Goods by Sector at Current Prices (m), 2003-2007
- MARKET SEGMENTATION
  - Table 9.2: Consumer Expenditure on Sports Goods by Sector by Type of Sport at Current Prices (%), 2007
- SUPPLY STRUCTURE
  - Table 9.3: Consumer Expenditure on Sports Goods by Sector by Distribution Channel (%), 2006
- MAJOR PLAYERS
  - Table 9.4: Retailer Used to Buy Sports Goods (% of adults), 2007
- ADVERTISING AND PROMOTION
  - Table 9.5: Main Media Advertising Expenditure by Sports Retailers (000), Years Ending September 2006 and 2007
- BUYING BEHAVIOUR
  - Table 9.6: Specialist Retailers Used to Buy Sports Goods by Socio-Demographic Group (% of adults), 2007
  - Table 9.7: Other Retailers Used to Buy Sports Goods by Socio-Demographic Group (% of adults), 2007
- FORECASTS 2008 TO 2012
  - Table 9.8: Forecast Consumer Expenditure on Sports Goods by Sector at Current Prices (m), 2008-2012
- Sports Market Contents
- Key Note Ltd 2008
10. Professional Sport
- INTRODUCTION
- KEY TRENDS
- MARKET SIZE
- Spectator Sport
  - Table 10.1: Consumer Expenditure on Spectator Sport at Current Prices (m), 2003-2007
  - Figure 10.1: Consumer Expenditure on Spectator Sport at Current Prices (m), 2003-2007
- Sports Sponsorship
  - Table 10.2: Sports Sponsorship in the UK by Value at Current Prices (m), 1994-2007
- MARKET SEGMENTATION
  - Table 10.3: Interest in Major Spectator/Media Sports (% of adults), 2007
- SUPPLY STRUCTURE AND MAJOR PLAYERS
- The Leading Professional Sports
- Football
- Other Team Sports
- Individual Sports
- Athletics
- Formula 1
- Golf
- Horse Racing
- Snooker
- Tennis
- Major Events and Venues
- The Olympics
- Football
- Rugby
- Tennis
- Horse Racing
- Cricket
- BBC Sports Personality of the Year
  - Table 10.4: Selected BBC Sports Personalities of the Year, 1954-2007
- FORECASTS 2008 TO 2012
  - Table 10.5: Forecast Consumer Expenditure on Spectator Sport and Forecast Sports Sponsorship in the UK by Value at Current Prices (m), 2008-2012
- Contents Sports Market
- Key Note Ltd 2008
11. Sports Organisations
- INTRODUCTION
- KEY TRENDS
- SPORT AND NATIONAL GOVERNMENT
- Department for Culture, Media and Sport
- Lottery Sports Fund
- SPORT AND LOCAL GOVERNMENT
- SPORTS COUNCILS AND INSTITUTES
- GOVERNING BODIES AND ASSOCIATIONS
- Football
- Golf
- Rugby
- Athletics
- Other Sports
- Multi-Sport Organisations
- LOCAL SPORTS CLUBS
  - Table 11.1: Members and Regular Users of Sports Clubs by Type of Sport (% of adults), 2000 and 2007
12. A Global Perspective
- INTRODUCTION
- THE LEADING INTERNATIONAL SPORTS
- Football
- Other Popular Sports
- MAJOR SPORTING EVENTS
  - Table 12.1: Major International Sporting Events, 2008
- SPORTS GOODS
13. The Future
- INTRODUCTION
- Population
  - Table 13.1: Forecast UK Resident Population by Sex (000), Mid-Years 2008-2012
- Gross Domestic Product
  - Table 13.2: Forecast Growth in UK Gross Domestic Product in Real Terms (%), 2008-2012
- Inflation
  - Table 13.3: Forecast UK Rate of Inflation (%), 2008-2012
- Unemployment
  - Table 13.4: Forecast Actual Number of Unemployed Persons in the UK (million), 2008-2012
- Sports Market Contents
- Key Note Ltd 2008
- FORECASTS 2008 TO 2012
  - Table 13.5: Forecast Consumer Expenditure on Sport by Sector at Current Prices (m), 2008-2012
- MARKET GROWTH
  - Figure 13.1: Consumer Expenditure on Sport at Current Prices (m), 2003-2012
- FUTURE TRENDS
- London Olympics 2012
- Glasgow Commonwealth Games 2014
- World Cup 2018
- 'Crown Jewels' Review
- General Sports Trends
  - Table 13.6: Attitudes Towards Sport by Sex (% of adults), 2002 and 2007
14. Further Sources
- Associations
- Publications
- General Sources
- Government Sources
- Other Sources
- Bisnode Sources
- Understanding TGI Data
- Number, Profile, Penetration
- Social Grade
- Standard Region
- Key Note Research
- The Key Note Range of Reports