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Sports Sponsorship Market Report 2007 Product Image

Sports Sponsorship Market Report 2007

  • Published: October 2007
  • Region: United Kingdom
  • Key Note Publications Ltd

Sports sponsorship is enjoying a purple patch in the UK, with spending on sponsorship deals rising by 5% to 6% a year in 2006 and 2007, a trend that contrasts with a far more negative period earlier in the decade. Even so, the full benefits of London's historic winning of the 2012 Olympics have yet to feed through into the market, and the UK market may also benefit if Glasgow wins its bid to host the 2014 Commonwealth Games.

The organisers of `London 2012' are hoping to earn £625m from sponsors to cover a third of the cost of hosting the Olympics, and this compares with a current spending value on sports sponsorships of £451m (for 2006, according to the sponsorship research agency Ipsos MORI). Although significant, this expenditure accounts for less than 3% of all spending on marketing communications in the UK.

Olympics sponsors, or `Partner' agreements, will temporarily shift the focus of the market away from the regularly targeted sports. More than one third of sponsorship money now goes on football, followed by motorsports (mainly Formula One). Other sports with significant market shares include Rugby Union, which enjoyed a high-profile World Cup in 2007, READ MORE >

Executive Summary

1. Market Definition

REPORT COVERAGE

Definitions

Exclusions

The London Olympics 2012

MARKET SECTORS

MARKET TRENDS

A Mid-Decade Recovery

Football More Dominant

Key Sports

Table 1: Examples of Current Major Sponsorships†, 2007

Grass-Roots Investment Increasing

Globalisation and Consolidation

Changes by Sport, Sponsoring Sector and Media Coverage

ECONOMIC TRENDS

Population

Table 2: UK Resident Population Estimates by Sex (000), Mid-Years 2002-2006

Gross Domestic Product

Table 3: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (£m), 2002-2006

Inflation

Table 4: UK Rate of Inflation (%), 2002-2006

Unemployment

Table 5: Actual Number of Unemployed Persons in the UK (million), 2002-2006

Household Disposable Income

Table 6: UK Household Disposable Income per Capita (£), 2002-2006

MARKET POSITION

The UK

Overseas

2. Market Size

THE TOTAL MARKET

Table 7: The Total UK Sports Sponsorship Market by Value of Major New Deals (£m), 1994-2007

Figure 1: The Total UK Sports Sponsorship Market by Value of Major New Deals (£m), 1994-2007

NUMBER OF DEALS

Table 8: Number and Average Value of Major New Deals in UK Sports Sponsorship (number of deals, £m and £), 1994 and 1999-2006

BY MARKET SECTOR

Table 9: The Top Ten Sports Sponsored in the UK by Value (£m and %), 1994, 2000 and 2004-2006

Table 10: The Leading Recipients of Sportsmatch Support (number of awards, £m and £), 1993-2005 and 2005/2006

PROFILES OF LEADING SPONSORED SPORTS

Football

Motorsport

Rugby Union and Rugby League

Athletics, the Olympics and the Commonwealth Games

Cricket

Horse Racing

Golf

Tennis

Other Sports

3. Industry Background

Recent History

Number of Companies

Employment

Regional Variations in the Marketplace

How Robust is the Market?

Legislation

Key Trade Associations

European Sponsorship Association

4. Competitor Analysis

THE MARKETPLACE

SPONSORING COMPANIES BY INDUSTRY SECTOR

Table 11: The Origins of Sports Sponsors by Broad Industry Sector (number of deals and %), 2003-2006

Financial Services

Alcoholic Drinks

Sports Goods

Information and Communications Technology

Automotives

Other Sponsoring Sectors

INDIVIDUAL BRAND RECOGNITION

Table 12: Consumer Recognition of Brands as Sponsors of Sport (% of respondents), 2006

OUTSIDE SUPPLIERS TO THE INDUSTRY

Marketing Services Agencies/Consultants

The Media

MAIN MEDIA ADVERTISING

Table 13: Main Media Advertising Expenditure on Sponsored Sports Events (£000), Year Ending June 2007

Table 14: Main Media Advertising Expenditure on Sporting Events (£000), Year Ending June 2007

5. Strengths, Weaknesses, Opportunities and Threats

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

6. Buying Behaviour

Introduction

INTEREST IN TEAM SPORTS

Table 15: Any Interest in Team Sports by Sex, Age, Social Grade and Region (% of adults), 2007

REGIONAL AND SOCIAL GRADE INFLUENCES

PASSIONATE FOLLOWERS

Table 16: Major Team Sports Followed in the Media or as Spectators (% of adults), 2007

PARTICIPATION IN SPORT

Table 17: Regular Participation in Sports and Physical Activities (% of adults), 2007

7. Current Issues

Introduction

Football — Euro 2008 Qualifiers

England Bid to host World Cup 2018

More Open Competition in Premiership

Formula One's Lewis Hamilton

Rugby Union World Cup

Recent Sponsorship Deals

Awards for Sponsorship Campaigns

8. The Global Market

Overview

9. Forecasts

INTRODUCTION

Population

Table 18: Forecast UK Resident Population by Sex (000), Mid-Years 2007-2011

Gross Domestic Product

Table 19: Forecast UK Growth in Gross Domestic Product in Real Terms (%), 2007-2011

Inflation

Table 20: Forecast UK Rate of Inflation (%), 2007-2011

Unemployment

Table 21: Forecast Actual Number of Unemployed Persons in the UK (million), 2007-2011

FORECASTS 2008 to 2012

Table 22: The Forecast Total UK Sports Sponsorship Market† by Value and Number of Deals (£m and number), 2008-2012

Figure 2: The Forecast Total UK Sports Sponsorship Market† by Value and Number of Deals (£m and number), 2008-2012

Market Growth

Figure 3: The Forecast Growth in the Total UK Sports Sponsorship Market by Value (£m at rsp), 2002-2012

FUTURE TRENDS

Olympics Developments

Underlying Growth

Consolidation Among Sponsors and the Sponsored

Moving Sponsors Closer to Consumers

Crown Jewels Review

General Future Issues

10. Consumer Confidence

METHODOLOGY

KEY FINDINGS THIS QUARTER

THE WILLINGNESS TO BORROW

Confidence Improves

Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007

Willingness to Borrow Slips Slightly

Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and %), February 2006-2007

SPENDING FROM SAVINGS

Slight Increase in Spending from Savings

Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007

Saving Grows in Relative Importance

Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), February 2006-2007

11. Further Sources

Associations

Publications

General Sources

Government Sources

Other Sources

Bisnode Sources

Note: Product cover images may vary from those shown

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