For the Love of the Game: Global Sporting Habits and Implications for Marketers
Euromonitor International's For the Love of the Game: Global Sporting Habits and Implications for Marketers Strategy Briefings is a series of reports that alert you to global trends predicted to influence consumer markets. They offer insight to changing market conditions and the opportunities and challenges companies need to consider to maintain a competitive advantage
Chapters: 5 | Tables: 50 | Publication date: Aug 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
EXECUTIVE SUMMARY
DRIVERS
LEVELS OF ENGAGEMENT WITH SPORT
Chart 1 Overlap of Leading Sports by Interest, Participation and Spectating 2007
TRENDS IN KEY MARKETS
Summary 1 Summary of Sporting Preferences in Key Markets 2007
OUTLOOK
Summary 2 Opportunities Created by Globalisation of Sport
INTRODUCTION
Sport as a unifier
Sport as a stress buster
Multimedia offers more opportunities for viewing
Viewing versus participation
DRIVERS
ATTITUDES TOWARDS SPORTS
General interest in sport
Chart 2 General Interest in Sport by Country 2007
Preferred sports
Summary 3 National Sports in Major Markets 2008
Summary 4 Most Popular Sports 2007
Participation in sport
Chart 3 Leading Sports by Participation Rate 2007
Engagement with sport
Chart 4 Leading Spectator Sports 2007
ANALYSIS OF MAJOR SPORTING EVENTS
Overview
FIFA World Cup
The Olympic Games
Super Bowl
Cricket World Cup
Formula 1
UEFA European Football Championship
Rugby World Cup
Summary 5 Rugby World Cup: Viewing Figures 1995-2007
TV WATCHING
Importance of international sports events
General viewing statistics
Table 1 US TV Viewing Trends 2001-2006
Digital satellite TV
Table 2 Digital Satellite Pay-TV Subscribers in Europe by Key Market 2002/2007
Internet TV
Mobile TV
Table 3 Mobile TV Penetration in the US 2007
SPORTS-RELATED MARKETING
Overview
Table 4 Leading Companies Associated with Sports Sponsorship 2007
The Olympic Games
Summary 6 Beijing Olympic Games: Worldwide Olympic Partners 2008
The FIFA World Cup
Summary 7 South Africa FIFA World Cup 2010 Sponsors
Super Bowl
F1 motor racing
Wimbledon
Building brands around sports personalities
Table 5 Leading International Sports Personalities 2007
TRENDS IN KEY MARKETS
AUSTRALIA
Interest in sport
Summary 8 Australia: Top 10 Sports by Self-reported Interest 2007
Sports participation
Table 6 Australia: Characteristics of Frequent Participants in Physical Activity 2006
Table 7 Australia: Participation in Organised Activity by Type of Organisation 2006
Table 8 Australia: Top 10 Organised Activities by Type 2001/2006
Sport watching
Table 9 Australia: Characteristics of People Attending Sport 2006
Table 10 Australia: 15 Most Popular Spectator Sports 2006
Chart 5 Australia: % Viewing by Type of TV 2002-2007
Expenditure on sport
Table 11 Australia: Household Expenditure on Selected Sport and Fitness Products and Services 1999/2004
BRAZIL
Interest in sport
Table 12 Brazil: Levels of Engagement With Sport by Age Group 2008
Sports participation
Table 13 Brazil: Seven Most Practised Sports 2006
Sport watching
Table 14 Brazil: 10 Sports Most Consumed Through the Media 2006
Chart 6 Brazil: Sports by Type of Media 2006
Expenditure on sport
Chart 7 Brazil: Expenditure on Sports Clothing, Equipment and Related Articles in 2007
CHINA
Interest in sport
Summary 9 China: Top 10 Sports by Self-reported Interest 2007
Sports participation
Sport watching
Table 15 Leading International Sports Personalities Cited by Chinese People 2007
FRANCE
Interest in sport
Table 16 France: National Expenditure on Sport 2001-2005
Summary 10 France: Top 10 Sports by Self-reported Interest 2007
Sports participation
Table 17 France: Leading Sports by Number of Members 2005-2006
Sport watching
Table 18 Leading International Sports Personalities Cited by French People 2007
Expenditure on sport
Table 19 France: Household Expenditure on Sport 2001-2005
GERMANY
Interest in sport
Summary 11 Germany: Top 10 Sports by Self-reported Interest 2007
Sports participation
Table 20 Germany: Leading Sports by Number of Club Members 2005
Sport watching
Table 21 Leading International Sports Personalities Cited by German People 2007
Expenditure on sport
Table 22 Germany: Household Expenditure on Sport 2000
JAPAN
Interest in sport
Summary 12 Japan: Top 10 Sports by Self-reported Interest 2007
Sports participation
Table 23 Japan: Number of People Participating in Physical Activity by Type 2006
Sport watching
Table 24 Japan: Most Popularly Viewed Sports 2005/2007
Table 25 Leading International Sports Personalities Cited by Japanese People 2007
Expenditure on sport
Chart 8 Japan: Expenditure on Sports-related Items by Category 2007
UK
Interest in sport
Summary 13 UK: Top 10 Sports by Self-reported Interest 2007
Sports participation
Table 26 UK: Adult Participation Rates by Type of Activity and by Sex 2002
Sport watching
Table 27 Top 10 Sports Watched on TV 2005
Chart 9 UK: Attitudes Towards the Olympic Games 2008
Table 28 Leading International Sports Personalities Cited by British People 2007
Expenditure on sport
Table 29 UK: Consumer Expenditure on Sporting Goods and Services 2003-2007
US
Interest in sport
Summary 14 US: Top 10 Sports by Self-reported Interest 2007
Table 30 US: Top 10 Most Popular Sports 2002-2006
Sports participation
Table 31 US: Participation in Selected Sports Activities 2005/2007
Sport watching
Table 32 US: Selected Spectator Sports 2002-2006
Summary 15 US: Top 10 TV Sporting Events by Ratings 2007
Expenditure on sport
Table 33 US: Sports Goods Sales by Category 2002-2006
FUTURE TRENDS
Sport will benefit from increased health awareness
Spectatorship levels to remain high
Table 34 US: Attitudes Towards Attending Future Sports Events, June 2008
Cocooning trend to encourage group TV viewing
Further globalisation of sporting events
Summary 16 Forthcoming Global Sporting Events 2010-1014
The legacy of the Beijing Olympics
Niche sports to capture greater public interest
The future of celebrity branding