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Football - UK - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Sports Equipment

No. of Pages : 108 Pages

Football’s offerings across the digital platforms that are the game’s new frontier are so far preaching primarily to the converted rather than building a new audience beyond its core match-going support.
Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
Figure 1: Forecast of Premier League and Football League club revenues, 2009/10-2019/20
Club revenues push through the £4 billion barrier
Reliance on broadcasters set to increase
Figure 2: Premier League revenue mix, plus selected clubs, 2012/13
Market drivers
Public interest still on the rise
Strong viewing figures for club game
Companies, brands and innovation
Premier League takes revenue share past 80%
Figure 3: Share of English professional football club revenues, by division, 2012/13
The Consumer
Half of adults support a club
Figure 4: Support for UK club football teams, September 2014
Match attendance on the rise
Figure 5: Frequency of attending football matches, September 2014
World Cup boosts free-to-air access, club game advances pay TV
Figure 6: Following football by media, September 2014
World Cup sees start of shift in highlights viewing online
Figure 7: Methods of World Cup viewing
Connected kiosks the future of stadium betting
Figure 8: Methods of betting on football
Advertising overkill turns off core betting customers
Figure 9: Attitudes towards betting on football, September 2014
Sponsors only here for the money?
Figure 10: Attitudes towards football sponsorship, September 2014
What we think

Issues and Insights

What will the digital fan look like?
The facts
The implications
Is the stadium a good bet for attracting sportsbook customers?
The facts
The implications
Have we taken our eye off the sponsor’s ball
The facts
The implications

Trend Application

Trend: Extend my Brand
Trend: Prove It
Trend: Attention Economy

Market Drivers

Key points
Game enjoys growing support
Figure 11: Interest in Premier League football, July-October 2014
Core demographic still young, male and upscale
Figure 12: Interest in Premier League football, by gender, July-October 2014
No sign of peace in the match ticket price war
Figure 13: Median single-match football ticket prices, by category and division, 2014/15
Capital investment back on the increase
Figure 14: Capital investment by English professional football clubs, 1992/93-2012/13
Strong debut for BT Sport
Figure 15: Premier League television audiences, 2010/11-2013/14
Brands grow their own content for organic digital growth
Figure 16: Access to smartphones and tablet computers, June 2013-April 2014
A new type of visibility on social media
Figure 17: Loops on Vine, by selected Premier League clubs, July-October 2014
Football betting gets another World Cup boost
Figure 18: Consumer expenditure* on football betting, 2011/12-2013/14
The world is watching
Figure 19: Premier League overseas television audiences and fan numbers, 2013/14

Who's Innovating?

Key points
Sharing some local knowledge
We’re not really here...
Dial a drink
Contactless – but connected
Touchline dining
Fans put their money where their heart is
World Cup a social occasion for content curation

Market Size and Forecast

Key points
Small screen writes big cheques
Figure 20: Income of Premier League and Football League clubs, 2009/10-2019/20
Forecast
Figure 21: Forecast of Premier League and Football League club revenues, 2009/10-2019/20
Forecast methodology

Segment Performance

Key points
Only the top teams not glued to TV
Figure 22: Premier League revenue mix, plus selected clubs, 2012/13
Broadcast rights market shows no sign of cooling
Figure 23: Value of Premier League television rights, 2001-16
Matchday revenue about more than capacity
Figure 24: Matchday incomes of leading Premier League clubs, 2012/13
Shirt sponsorships head towards £200 million mark
Figure 25: Premier League clubs’ shirt sponsorship income, 2010/11-2014/15

Market Share

Key points
Further squeeze in prospect for lower leagues’ value share
Figure 26: Share of English professional club football revenues, by division, 2012/13
Premier League attendances hit 64-year high
Figure 27: Share of English professional club football admissions, by division, 2013/14

Companies and Products

Key points
A revenue tale of one city
Figure 28: Leading English football clubs, by revenue, 2012/13
Manchester United
Background
Recent performance
Figure 29: On-field performance, Manchester United, 2008-09-2013/14
Financials
Figure 30: Key financial indicators, Manchester United, 2008/09-2012/13
Commercial strategy
Manchester City
Background
Recent performance
Figure 31: On-field performance, Manchester City, 2008/09-2013/14
Financials
Figure 32: Key financial indicators, Manchester City, 2008/09-2012/13
Commercial strategy
Chelsea
Background
Recent performance
Figure 33: On-field performance, Chelsea, 2008/09-2013/14
Financials
Figure 34: Key financial indicators, Chelsea, 2008/09-2012/13
Commercial strategy
Arsenal
Background
Recent performance
Figure 35: On-field performance, Arsenal, 2008/09-2013/14
Financials
Figure 36: Key financial indicators, Arsenal, 2008/09-2012/13
Commercial strategy
Liverpool
Background
Recent performance
Figure 37: On-field performance, Liverpool, 2008/09-2013/14
Financials
Figure 38: Key financial indicators, Liverpool, 2008/09-2012/13
Commercial strategy
Tottenham Hotspur
Background
Recent performance
Figure 39: On-field performance, Tottenham Hotspur, 2008/09-2013/14
Financials
Figure 40: Key financial indicators, Tottenham Hotspur, 2008/09-2012/13
Commercial strategy

The Consumer – Football Supporters

Key points
A real man’s game
Figure 41: Support of UK club football teams, September 2014
No substitute for being there?
Figure 42: Support of UK club football teams, by gross annual household income, September 2014
Too many careers over at 18
Figure 43: Support of UK club football teams, by presence of children in household, September 2014

The Consumer – Experience of Live Football

Key points
Premier League attendance a more regular habit
Figure 44: Frequency of attending football matches, September 2014
Club attendance on the rise
Figure 45: Past-year experience (regular and occasional) of football match attendance, 2012-14
Still a predominantly younger crowd
Figure 46: Regular v occasional attendance at club football matches, by age, September 2014

The Consumer – Following Football via Media

Key points
A good year for free-to-air – but pay TV picks up pace of growth
Figure 47: Following football by media, September 2014
Digital fans still reluctant to swap big screens for small
Figure 48: Watching live football online on a weekly or more frequent basis, by frequency of match attendance, September 2014
Few casual conversations on social media
Figure 49: Weekly or more frequent reading/posting about football on social media/message boards/blogs etc, by frequency of match attendance, September 2014

The Consumer – World Cup Viewing

Key points
Extra time for the most committed
Figure 50: FIFA World Cup viewing, September 2014
Women happy to join in
Figure 51: Interest in football, by gender, September 2014

The Consumer – Methods of World Cup Viewing

Key points
Sofa so good is World Cup viewing verdict
Figure 52: Methods of World Cup viewing, September 2014
Paying for the experience, rather than the result
Figure 53: Watching World Cup matches outside the home, by gross annual household income, September 2014
Connected spectators share their fan park experience
Figure 54: Posting opinion about the FIFA World Cup online, by methods of watching the tournament live, September 2014

The Consumer – World Cup Activities

Key points
Did England’s exit kill the party mood?
Figure 55: World Cup-related activities, September 2014
Social media breathes new life into old competitions
Figure 56: Posting opinion about the World Cup online, by age, September 2014
World Cup TV buying puts recovery into sharper definition
Figure 57: Buying a new television to watch World Cup matches, by gross household income, September 2014

The Consumer – Football Betting

Key points
Football betting a minority sport...
Figure 58: Betting on football matches, September 2014
but much more a part of the core supporter experience
Figure 59: Betting on football matches, by attendance at football matches, September 2014

The Consumer – Football Betting Habits

Key points
Internet takes the lead in betting
Figure 60: Methods of betting on football, September 2014
Time for the hi-tech betting kiosk
Figure 61: Methods of betting on football, by timing of bet, September 2014

The Consumer – Football Betting Attitudes

Key points
Over-exposure to advertising raises risk of gambling fatigue
Figure 62: Attitudes towards betting on football, September 2014
Figure 63: Negative attitudes towards betting on football, by match attendance habits, September 2014
Match-going fans put money where their heart is
Figure 64: Agreement with the statement ‘betting on football matches is part of supporting your team’, by match attendance habits, September 2014

The Consumer – Football Sponsorship Attitudes

Key points
A fragile relationship between fans and brands?
Figure 65: Attitudes towards football sponsorship, September 2014
Acting local more appreciated than being global
Figure 66: Benefits of football sponsorships, by match attendance habits, September 2014
A goalmouth scramble for brand recognition
Figure 67: Recognition of football sponsor brands, by match attendance habits and club team support, September 2014

Appendix – Market Drivers

Figure 68: Most popular Premier League football clubs and players on Facebook, September 2014
Figure 69: Most popular Premier League football clubs and players on Twitter, September 2014
Figure 70: Most popular Premier League football clubs on YouTube, September 2014

Appendix – Market Size and Forecast

Figure 71: Forecast of Premier League and Football League club revenues, 2014/15-2019/20

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