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Marketing to Sports Fans - US - August 2015

Marketing to Sports Fans - US - August 2015

"Technology has impacted sports by changing the way fans follow their favorite teams and as digital marketing takes precedence. Modern fans expect to be targeted online and will increasingly expect leagues to offer a seamless experience across various devices and platforms."

This report looks at the following issues:

Fandom trending downward among kids
Female fans are under-targeted and under-engaged
How greed and bad publicity dampen enthusiasm for sports


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Percentage of kids who watch sports on TV at least occasionally, December 2007-December 2014
Figure 2: Attitudes toward sports and money, May 2015
The opportunities
Figure 3: Following sports as a family bonding activity, by parental status, May 2015
Figure 4: Impact of negative press on opinion of team/sports, by parental status, May 2015
What it means
THE MARKET
What you need to know
Sports generate nearly $64 billion in North America
Fans also spending on extracurricular sports-related activities
The majority of US adults are sports fans
Mobile devices, cord cutting impact how fans watch sports
Following sports competing with more leisure activities than ever before
Market breakdown
Sports generate nearly $64 billion in North America
Americans place billions in illegal bets each year
Fantasy sports generate $3.6 billion annually
Sports fan breakdown
The majority of US adults are sports fans
Figure 5: Dedication to following sports, May 2015
Men, Millennials and more affluent likely to be sports fans
Figure 6: Sports fans, by gender, generation, household income, May 2015
Market perspective
Mobile devices impact how fans watch sports
Figure 7: Cell phone/smartphone and tablet ownership, February 2007-March 2015
Cord cutting may hurt sports industry
Following sports competing with more leisure activities than ever before
Increasing involvement in fantasy sports may improve engagement
Kids’ interest in sports ebbing, could impact the industry down the road
Figure 8: Percentage of kids who watch sports on TV at least occasionally, December 2007-December 2014
KEY PLAYERS
What you need to know
“Connected” is the name of the game – in more than one way
Keeping an eye on future fans and bad publicity
Technology’s impact on sports only in its first inning
Winning moves
Sports make people feel more connected
Figure 9: “#THIS: Pence opts to avoid arm wrestle with young fan,” online video, 2015
Figure 10: “Football is our everything,” online video, 2015
Figure 11: “Chicago Basketball is Home – Derrick Rose,” online video, 2014
And making sports more “connected” opens new opportunities
Figure 12: “#49ersInHaiti playing catch with local children after hosting a football clinic,” Vine video, 2015
More game-watching options keeps fans engaged
Spotlighting celebrity fans can raise a team’s profile
Figure 13: “LHN – All Access with Matthew McConaughey,” online video, 2014
Losing plays
Failure to engage fans of the future could spell disaster
Figure 14: Percentage of kids who watch sports on TV at least occasionally, December 2007-December 2014
Bad publicity may deter fans
Less popular sports still struggle, could benefit from increased involvement
What’s on deck?
Wearable technology goes pro
The stadiums of the future
Figure 15: “Capture Your Moment,” online video, 2014
All about access
Daily fantasy sports could lead to more engaged fans
THE CONSUMER
What you need to know
Football is America’s favorite sport
TV shows and networks most popular, fans prefer to watch full games
Home is “home base” for watching sports
Fans likely to watch alone, with housemates
Men more interested in details and commentary, more likely to play in fantasy leagues
Water and soda help fans stay hydrated
Salty snacks, meat, carryout fuel fans
Following sports provides a sense of belonging
Greed puts off fans, negative press dampens enthusiasm
Sports followed
Two thirds follow professional sports, four in 10 follow college teams
Figure 16: Engagement in professional and college sports leagues – Sports fans, May 2015
Football: Professional and college – is a fan favorite
Figure 17: Sports followed at least occasionally, May 2015
Who are sports fans?
Sports fans population skews male
Black fans drawn to fast-paced sports
How sports fans stay up-to-date
TV shows and networks most popular, fans still prefer to watch full games
Figure 18: Resources sports fans use to stay up-to-date, May 2015
Social media important, Facebook in particular
Watching companions
Fans likely to watch alone, with housemates
Figure 19: Watching companions, May 2015
Female fans bring the family together
Figure 20: “Play Like Me!” and “#FuelGreatness with School Breakfast,” online videos, 2014-15
Millennials – always looking for an experience – more likely to watch with others
Where fans watch
Home is “home base” for watching sports
Millennials are key target for out-of-home viewing
Figure 21: Watching venues, by generation, May 2015
Sports bars are the venue of choice for the biggest fans
Figure 22: Watching venues, by level of sports dedication, May 2015
Information of interest and related activities
Fans follow players, team news
Figure 23: Information of interest and related activities, May 2015
Men more interested in details and commentary, more likely to play in fantasy leagues
Millennial sports fans are significantly more engaged
Fantasy websites provide access to high-income fans, dads
Hyper-fans predictably more engaged
Food and drink consumed while watching sports
Water and soda help fans stay hydrated
Figure 24: Beverages consumed while watching sports, May 2015
Salty snacks, meat, carryout fuel fans
Figure 25: Food and snacks consumed while watching sports, May 2015
Eating, drinking, and watching sports go hand-in-hand-in-hand
Motivations for and barriers to following sports
Following sports provides a sense of belonging
Figure 26: Motivations for following sports – Any agree, by generation, May 2015
Greed puts off fans, negative press dampens enthusiasm
Figure 27: Barriers to following sports – Any agree, by generation May 2015
Consumer segmentation
Figure 28: Sports fans segmentation, May 2015
The Die-hard Fans (35%)
The “Not a fan” Fans (38%)
The Other Fans (27%)
Figure 29: Attitudes toward sports, by sports fans segments, May 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations
The consumer
Figure 30: Engagement in professional and college sports leagues, May 2015
Figure 31: Percentage of kids who watch sports on TV at least occasionally, December 2007-December 2014
Figure 32: Kids’ ownership of any licensed sports clothing, December 2007-December 2014
Figure 33: Sports league apparel owned by kids, December 2007-December 2014
Figure 34: Percent of kids who play sports video games, December 2007-December 2014
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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