Sports Sponsorship Market Report 2009

Key Note Publications Ltd, September 2009, Pages: 98

This Market Report examines the UK sports sponsorship market. Commercial sponsorship is now pervasive in professional sports and many sports rely heavily on the money paid by companies to link their names with healthy, popular physical activities. There is no way of measuring the exact size of the total market, but the ‘Sportscan’ series from market researcher Ipsos MORI has recorded an increase in major ‘deals’ from £353m to nearly £486m over the past 10 years.

Sport funding will increase dramatically over the next 4 years to 2013 because of two major events to be held in the UK: the Olympic Games (London 2012), targeting sponsorship worth £600m, and the Commonwealth Games (Glasgow 2014). However, these events could temporarily divert funds from the regularly sponsored sports led by football — still growing in importance — and Formula 1 racing. These two sports account for more than 50% of sports sponsorship spending in a market otherwise fragmented across dozens of sports for potential sponsoring, each offering sponsorship opportunities for leagues, cups, teams, individuals or even stadium sponsorships (e.g. Arsenal Football Club’s [FC’s] Emirates stadium).

Sponsors are drawn from most industry sectors, but a connection to sport is especially appreciated, for differing motivations, by financial services and alcoholic drinks brands (e.g. the Barclays Premier League in football and the Heineken Cup and Guinness Championship in rugby). The financial crisis that kick started the current recession is forcing banks, building societies and insurance companies to review their spending, but they are likely to remain major sponsors of sport.

Alcohol sponsorship could eventually be banned — as tobacco has been — but this is only at the early debating stage. The variety of companies eager to sponsor sport is illustrated by the list of ‘Partners’ backing London 2012, which includes Coca-Cola, McDonald’s, Samsung, adidas and British Airways (BA). The Partners will be hoping that the 2012 Games run smoothly, but volatility is integral to professional sport and is fundamental to the excitement that attracts sponsors in the first place. In 2008 or 2009 alone, examples of volatility have included the failure of any of the heavily sponsored British Isles football teams to reach the Euro 2008 finals; the dramatic rise of Lewis Hamilton in Formula 1 and of Andy Murray in tennis; and the drama at golf’s The Open in 2009 when the trophy was nearly won by 59 year-old Tom Watson.

Executive Summary

1. Market Definition
REPORT COVERAGE
Definitions
MARKET SECTORS
Sport
Sponsorship
MARKET TRENDS
Sponsorship in Marketing Communications
Role of the Media
More Types of Sponsorship
Football’s Ascent
London 2012 and Glasgow 2014
Women in Sport
ECONOMIC TRENDS
Population
Table 1.1: UK Resident Population Estimates by Sex (000), Mid-Years 2004-2008
Gross Domestic Product
Table 1.2: UK Gross Domestic Product at Current
and Annual Chain-Linked Prices (£m), 2004-2008
Inflation
Table 1.3: UK Rate of Inflation (%), 2004-2008
Unemployment
Table 1.4: Actual Number of Unemployed Persons in the UK (million), 2004-2008
Household Disposable Income
Table 1.5: UK Household Disposable Income Per Capita (£), 2004-2008
MARKET POSITION
The UK
Overseas

2. Market Size
THE TOTAL MARKET
Table 2.1: The Total UK Sports Sponsorship Market
Figure 2.1: The Total UK Sports Sponsorship Market
Table 2.2: Number and Average Value of Major New Deals in UK Sports Sponsorship
(number of deals, £m and £), 1999-2008
BY MARKET SECTOR
By Sport
Table 2.3: The Top Ten Sports Sponsored in the UK by Value (£m and %), 1994, 2000,
2004, 2006 and 2008
Olympic Games 2012 and Commonwealth Games 2014
Table 2.4: Public Funding for Olympics and Paralympics 2
by Type of Sport (£m), 2009-2013
Table 2.5: Sponsors of the Olympics and Paralympics 2012
Football
Motorsport
Rugby Union and Rugby League
Other Sponsored Sports
By Sponsor
Table 2.6: Origins of Sports Sponsors by Industry Sector (% of deals), 2002, 2004,
2006 and 2008
Financial Services
ICT and Utilities
Alcoholic Drinks
Sports Goods
Soft Drinks

3. Industry Background
RECENT HISTORY
NUMBER OF COMPANIES
EMPLOYMENT
REGIONAL VARIATIONS IN THE MARKETPLACE
DISTRIBUTION
HOW ROBUST IS THE MARKET?
LEGISLATION
KEY TRADE ASSOCIATIONS
European Sponsorship Association

4. Competitor Analysis
THE MARKETPLACE
SPONSORING COMPANIES BY INDUSTRY SECTOR
Sports Governing Bodies, Associations and the Government
Table 4.1: Leading Sports Governing Bodies
and Associations by Type of Sport, 2009
Associations and Agencies
OUTSIDE SUPPLIERS
The Media
Market Research
MARKETING ACTIVITY
Main Media Advertising Expenditure
Table 4.2: Main Media Advertising Expenditure on Sponsored Sports Events
(£000), Year Ending March 2009

5. Strengths, Weaknesses, Opportunities and Threats
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

6. Buying Behaviour
INTRODUCTION
INTEREST IN SPORTS
Table 6.1: Any Interest in Team Sports by Sex, Age,
Social Grade and Region (% of adults), 2008
PASSIONATE FOLLOWERS
Table 6.2: Active Interest in Team Sports by Type of Activity
in the Past 12 Months (% of adults), 2008

7. Current Issues
THE RECESSION
GROWTH OF FOOTBALL
TENNIS, CRICKET AND FORMULA 1
SPONSORSHIP AWARDS
ALCOHOL SPONSORSHIP GUIDELINES IN SCOTLAND

8. The Global Market
TOTAL MARKET SIZE

9. Forecasts
INTRODUCTION
General Economic Forecasts
Population
Table 9.1: Forecast UK Resident Population by Sex (000), Mid-Years 2009-2013
Gross Domestic Product
Table 9.2: Forecast UK Growth in Gross Domestic Product
in Real Terms (%), 2009-2013
Inflation
Table 9.3: Forecast UK Rate of Inflation (%), 2009-2013
Unemployment
Table 9.4: Forecast Actual Number of Unemployed Persons
in the UK (million), 2009-2013
FORECASTS 2009 TO 2013
Table 9.5: The Forecast Total UK Sports Sponsorship Market
Figure 9.1: The Forecast Total UK Sports Sponsorship Market
MARKET GROWTH
Figure 9.2: The Forecast Growth in the Total UK Sports Sponsorship Market
FUTURE TRENDS
London 2012 and Glasgow 2014
World Cup 2018
Consolidation Impacts
Other Trends

10. Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Sources
Understanding TGI Data
Number, Profile, Penetration
Social Grade
Standard Region

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