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Marketing to Sports Fans - US - July 2014

Published By :

Mintel

Published Date : Jul 2014

Category :

Advertising and Marketing

No. of Pages : 222 Pages


Watching sports on TV is not going to be enough for today’s young adult and teen fans. To keep them involved with sports, leagues will have to operate across all media channels, including those yet to be developed. This will likely require the cultivation of diverse revenue streams to reduce leagues’ reliance on income from television rights.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Snapshot of sports fans
Issues in the market
Led by Millennials, fans are moving to new platforms to follow sports
Sports participation rates down; gaming and fantasy league involvement up
New trends in sports marketing: Social apps, gamification, and micro-locations
The sports fan
NFL dominates, but NBA, NASCAR, and MLS enjoy younger fan bases
Figure 1: Major sports associations followed in the last 12 months, April 2014
Male fans show greater engagement with sports
Figure 2: Sports fans level of engagement, April 2014
Team- branded apparel nearly as popular as game tickets
Figure 3: Sports related purchases in the past 12 months, April 2014
Male fans see their team(s) as part of their identity
Figure 4: Reasons for following sports leagues, April 2014
No surprise: Star power sells
Figure 5: Favorite sports-related advertising themes, April 2014
Female and young-adult fans value social aspects of sports
Figure 6: Attitudes about the social aspects of sports team loyalty, April 2014
One in five fans prefer to engage virtually
Figure 7: Attitudes about virtual interactions with professional sports, April 2014
Followers of smaller sports more likely to be super fans
What we think

Issues and Insights

How will changes to the traditional TV advertising model impact marketing to sports fans?
The issues:
The implications:
How will changing demographics of sports fans impact sports marketing?
The issues:
The implications:
Can leagues adapt to the fragmentation of the sports audience and a generational shift in how fans engage with sports?
The issues:
The implications:

Trend Application

Trend: Immaterial World
Trend: Locavore
Trend: Mood to Order

Factors Impacting the Sport Fans Market

Key points
TV less of a draw for 18-34s
Figure 8: Home entertainment spending in the US, first half of 2012 versus first half of 2013
Figure 9: Reasons for not subscribing to pay TV service, by age, August 2013
Shift to mobile devices changing expectations for entertainment
Figure 10: Tablet unit sales, 2010-13
Access to mobile devices more widespread than ever
Figure 11: Access to connected devices, February 2014
Smaller screens increasingly acceptable for video
Figure 12: Use of secondary screens for streaming video, by age, November 2012-June 2013
Second screening brings interactivity to TV broadcasts
Figure 13: Second screen usage while watching TV, by age, February 2014
Figure 14: Second screen activities while watching TV, by age, February 2014
Declines in youth participation may mean fewer fans

Sports Fans by the Numbers

Key points
Nearly 120 million adults watch sports on TV
Figure 15: Total US population and population that watches sports on TV, by age, 2014
Figure 16: Total US population and population that watches sports on TV, by age, 2014

Who are Sports Fans?

Key points
Typical fan is male and 45 or older
Figure 17: Gender, age, and gender by age of consumers who have followed a sport in the last 12 months, April 2014

Competitive Context

Pro sports compete successfully with other entertainment options
Figure 18: Entertainment and leisure options, 2013
Sports video games provide an alternative way to engage with leagues
Figure 19: Frequency of gaming activity, by platform, September 2013
Fantasy sports drive increased interest in real sports

Innovations and Innovators

Sports apps get social
OverDog invites fans to play with the pros
Sports-only social networks get serious
Micro-location-based mobile marketing comes to baseball
Sports fan rewards programs gamify team loyalty

Social Media

Key findings
Market overview
Key social media metrics
Figure 20: Key social media metrics, by sports leagues, June 2014
Brand usage and awareness
Figure 21: Brand usage and awareness for selected sports leagues, April 2014
Interactions with sports leagues
Figure 22: Interactions with selected sports leagues, April 2014
Leading online campaigns
Fan engagement
Player involvement
Apps
What we think
Online conversations
Figure 23: Online conversations for selected major league sports organizations, by week, June 30, 2013-June 29, 2014
Where are people talking about sports leagues?
Figure 24: Online conversations for selected major league sports organizations, by page type, June 30, 2013-June 29, 2014
What are people talking about?
Figure 25: Topics of online conversations for selected major league sports organizations, June 30, 2013-June 29, 2014

Marketing Strategies

Overview
Sports leagues are reaching out to younger fans and their parents
NFL Rush Zone and Play 60
Figure 26: NFL, Play 60 television ad, 2014
Nike Basketball salutes LeBron and young athletes
Figure 27: Nike, Training Day television ad, 2013
FIFA and McDonald’s want kids to love soccer
Figure 28: McDonald’s, Gol! television ad, 2013
World Cup ads feature international celebrities
Nike fields soccer dream team
Figure 29: Nike, Risk Everything television ad, 2014
Soccer’s not world peace (it’s more important)
Figure 30: Visa FIFA World Cup, United in Rivalry television ad, 2014

Sports Followed

Key points
Majority of US adults follow professional sports
Figure 31: Major sports associations followed in the last 12 months, April 2014
Young fan base bodes well for NBA, NASCAR, and MLS
Figure 32: Major sports associations followed in the last 12 months, by gender and age, April 2014
Dads are key demographic for every sport
Figure 33: Major sports associations followed in the last 12 months, by gender and parents with children in household, April 2014
Offline consumers watch more football but less sports overall
Figure 34: Sports watched on TV occasionally or frequently, by gender, November 2012-December 2013
Hanging onto teen fans key for smaller leagues
Figure 35: Sports teens watched on TV occasionally or frequently, by gender and age, November 2012-December 2013

Sports Fans’ Level of Engagement

Key points
Going to games a rare treat for most fans
Figure 36: Sports fans level of engagement, April 2014
Social activities and social media attract female fans
Figure 37: Sports fans level of engagement, by gender, April 2014
Parents drive both virtual and social engagement with sports
Figure 38: Sports fans level of engagement, by gender and parents with children in household, April 2014
Gender gap in teens’ interest smallest for MLS
Figure 39: Sports teens are very/somewhat interested in, by gender and age, November 2012-December 2013

Sports-related Purchases

Key points
Sports-related purchases
Figure 40: Sports related purchases in the past 12 months, April 2014
Young female fans lead in ticket and apparel purchases
Figure 41: Sports related purchases in the past 12 months, by gender and age, April 2014
Licensed apparel popular with both men and women
Figure 42: Sports league clothing purchased in the last 12 months, by gender, November 2012-December 2013
Figure 43: Types of sports league clothing purchased in the last 12 months, by gender, November 2012-December 2013
Boys 9-11 report highest rates of team-branded apparel purchases
Figure 44: Teens’ purchase of sports league clothing in the last 12 months, by gender and age, November 2012-December 2013
Figure 45: Kids’ purchase of any licensed college/professional sports clothing in the last 12 months, by gender and age, November 2012-December 2013
NFL leads in marketing apparel to teen girls
Figure 46: Teens’ purchase of sports league clothing in the last 12 months, by gender and age, November 2012-December 2013
Figure 47: Kids’ purchase of sports league clothing in the last 12 months, by gender and age, November 2012-December 2013

Reasons to Follow Sports

Key points
Team and tradition drive most sports fans
Figure 48: Reasons for following sports leagues, April 2014
Majority of male fans see teams as part of their identity
Figure 49: Reasons for following sports leagues, by gender and parents with children in household, April 2014

Favorite Sports-related Advertising Themes

Key points
Ads featuring popular athletes have widest appeal
Figure 50: Favorite sports-related advertising themes, April 2014
Young adults most receptive to common sports advertising themes
Figure 51: Favorite sports-related advertising themes, by age, April 2014
Inspirational and emotional ads appeal to parents
Figure 52: Favorite sports-related advertising themes, by gender and parents with children in household, April 2014

Attitudes Toward Sports Team Loyalty/Team Spirit

Key points
Majority of fans love to hate (their team’s rivals)
Figure 53: Attitudes about sports team loyalty and identity, April 2014
Cheering more fun in groups, even if not everyone is on the same side
Figure 54: Attitudes about the social aspects of sports team loyalty, April 2014
One in five fans prefer to engage virtually
Figure 55: Attitudes about virtual interactions with professional sports, April 2014
Millennials favor social and virtual engagement with sports
Figure 56: Agreement with attitudes about sports team loyalty/team spirit, by gender and age, April 2014

Impact of Race and Hispanic Origin

Key points
NFL has diverse appeal
Figure 57: Major sports associations followed in the last 12 months, by race/Hispanic origin, April 2014
Hispanics more likely to engage with sports socially and virtually
Figure 58: Sports fans level of engagement, by race/Hispanic origin, April 2014
Whites spend on game tickets; Hispanics on social events
Figure 59: Sports related purchases in the past 12 months, by race/Hispanic origin, April 2014
Star power rules with Blacks
Figure 60: Reasons for following sports leagues, by race/Hispanic origin, April 2014
Sports-related ads featuring family themes do well with Hispanics
Figure 61: Favorite sports-related advertising themes, by race/Hispanic origin, April 2014
Hispanics view team loyalty through a social lens
Figure 62: Agreement with attitudes about sports team loyalty/team spirit, by race/Hispanic origin, April 2014

Custom Consumer Groups – Sports Fans

Key points
MLS and NHL fans also support other pro sports
Figure 63: Major sports associations followed in the last 12 months, by sports followed in the last 12 months, April 2014
Followers of smaller sports more engaged
Figure 64: Sports fans level of engagement, by sports followed in the last 12 months, April 2014
MLS, NASCAR, and NHL fans more likely to spend on sports
Figure 65: Sports related purchases in the past 12 months, by sports followed in the last 12 months, April 2014
PGA, NASCAR, MLS, and NBA most reliant on star athletes
Figure 66: Reasons for following sports leagues, by sports followed in the last 12 months, April 2014

Cluster Analysis

Figure 67: Sports fan clusters, April 2014
Cluster 1: Casual Fans
Demographics
Characteristics
Opportunity
Cluster 2: Team Loyalists
Demographics
Characteristics
Opportunity
Cluster 3: Super Fans
Demographics
Characteristics
Opportunity
Cluster 4: Identity Fans
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 68: Major sports associations followed in the last 12 months, by Sports fan clusters, April 2014
Figure 69: Sports fans level of engagement, by sports fan clusters, April 2014
Figure 70: Sports related purchases in the past 12 months, by sports fan clusters, April 2014
Figure 71: Reasons for following sports leagues, by sports fan clusters, April 2014
Figure 72: Favorite sports-related advertising themes, by sports fan clusters, April 2014
Figure 73: Agreement with attitudes about sports team loyalty/team spirit, by sports fan clusters, April 2014
Cluster demographic tables
Figure 74: Sports fan clusters, by demographic, April 2014
Cluster methodology

Appendix – Social Media

Brand usage or awareness
Figure 75: Brand usage and awareness for selected sports leagues, April 2014
Figure 76: MLB usage or awareness, by demographics, April 2014
Figure 77: NBA usage or awareness, by demographics, April 2014
Figure 78: NFL usage or awareness, by demographics, April 2014
Figure 79: NHL usage or awareness, by demographics, April 2014
Figure 80: MLS usage or awareness, by demographics, April 2014
Figure 81: NASCAR usage or awareness, by demographics, April 2014
Figure 82: PGA usage or awareness, by demographics, April 2014
Activities done
Figure 83: Activities done, April 2014
Figure 84: MLB – Activities done – I have looked up/talked about this league online on social media, by demographics, April 2014
Figure 85: MLB – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Figure 86: MLB – Activities done – I follow/like the brand on social media because, by demographics, April 2014
Figure 87: NBA – Activities done – I have looked up/talked about this league online on social media, by demographics, April 2014
Figure 88: NBA – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Figure 89: NBA – Activities done – I follow/like the brand on social media because, by demographics, April 2014
Figure 90: NFL – Activities done – I have looked up/talked about this league online on social media, by demographics, April 2014
Figure 91: NFL – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Figure 92: NFL – Activities done – I follow/like the brand on social media because, by demographics, April 2014
Figure 93: NHL – Activities done – I have looked up/talked about this league online on social media, by demographics, April 2014
Figure 94: NHL – Activities done – I follow/like the brand on social media because, by demographics, April 2014
Figure 95: MLS – Activities done – I have looked up/talked about this league online on social media, by demographics, April 2014
Figure 96: MLS – Activities done – I follow/like the brand on social media because, by demographics, April 2014
Figure 97: NASCAR – Activities done – I have looked up/talked about this league online on social media, by demographics, April 2014
Figure 98: NASCAR – Activities done – I follow/like the brand on social media because, by demographics, April 2014
Key social media metrics
Figure 99: Key social media metrics—NBA, June 2014
Figure 100: Key social media metrics—NFL, June 2014
Figure 101: Key social media metrics—NHL, June 2014
Figure 102: Key social media metrics—MLB, June 2014
Figure 103: Key social media metrics—NASCAR, June 2014
Figure 104: Key social media metrics—MLS, June 2014
Figure 105: Key social media metrics—PGA, June 2014
Online conversations
Figure 106: Online conversations for selected major league sports organizations, by week, June 30, 2013-June 29, 2014
Figure 107: Online conversations for selected major league sports organizations, by page type, June 30, 2013-June 29, 2014
Figure 108: Topics of online conversations for selected major league sports organizations, June 30, 2013-June 29, 2014

Appendix – Other Useful Consumer Tables

Major sports association interest and awareness
Figure 109: Major sports associations followed in the last 12 months, by household income, April 2014
Figure 110: Major sports associations followed in the last 12 months, by marital/relationship status, April 2014
Figure 111: Major sports associations followed in the last 12 months, by presence of children in household, April 2014
Figure 112: Major sports associations followed in the last 12 months, by census regions – Divisions, April 2014
Figure 113: Major sports associations followed in the last 12 months, by census regions – Divisions, April 2014
Figure 114: Major sports associations followed in the last 12 months, by repertoire of sports followed in the last 12 months, April 2014
Figure 115: Sports teens are very/somewhat interested in, by gender, November 2012-December 2013
Sports fans level of engagement
Figure 116: Sports fans level of engagement, by gender and age, April 2014
Figure 117: Sports fans level of engagement, by household income, April 2014
Figure 118: Sports fans level of engagement, by presence of children in household, April 2014
Figure 119: Sports fans level of engagement, by census regions – Divisions, April 2014
Figure 120: Sports fans level of engagement, by count of sports followed in the last 12 months, April 2014
Sports-related purchases
Figure 121: Sports related purchases in the past 12 months, by household income, April 2014
Figure 122: Sports related purchases in the past 12 months, by presence of children in household, April 2014
Figure 123: Sports related purchases in the past 12 months, by gender and parents with children in household, April 2014
Figure 124: Sports league clothing purchased in the last 12 months, by sports league clothing purchased in the last 12 months, November 2012-December 2013
Reasons for following sports leagues
Figure 125: Reasons for following sports leagues, by gender, April 2014
Figure 126: Reasons for following sports leagues, by gender and age, April 2014
Figure 127: Reasons for following sports leagues, by census regions – Divisions, April 2014
Favorite sports-related advertising themes
Figure 128: Favorite sports-related advertising themes, by sports followed in the last 12 months, April 2014
Attitudes about sports team loyalty/team spirit
Figure 129: Agreement with attitudes about sports team loyalty/team spirit, by presence of children in household, April 2014
Figure 130: Agreement with attitudes about sports team loyalty/team spirit, by gender and parents with children in household, April 2014
Figure 131: Agreement with attitudes about sports team loyalty/team spirit, by sports followed in the last 12 months, April 2014
Figure 132: Agreement with attitudes about sports team loyalty/team spirit, by count of sports followed in the last 12 months, April 2014

Appendix – Trade Associations

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