Table of Contents
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
Back to top