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Sports Sponsorship Market Report 2013 Product Image

Sports Sponsorship Market Report 2013

  • Published: January 2013
  • Region: United Kingdom
  • 68 Pages
  • Key Note Publications Ltd

This Key Note Market Report Update revisits the sports sponsorship market following the publication of the previous 2011 edition. It analyses current trends affecting the market and assesses the size of the market in terms of both value and volume. Sports sponsorship can be defined as the funding of sporting activities by commercial organisations as part of their communications strategies, which often include public relations (PR), advertising and marketing activities.

The market for sports sponsorship experienced substantial value growth in 2009, with figures rising by 40%, following a rise in the number of Olympics sponsorship deals transacted. Since then, however, market value has continued to decline, with decreases of 10.1% and 36.5% registered in 2010 and 2011, respectively. While this decline may in part be down to the economic difficulties that have continued to affect the UK in recent years, with a number of businesses reducing their marketing budgets (including sponsorship deals), it is likely that the one-off sponsorship deals signed in the run-up to the London 2012 Olympic Games has skewed market statistics for the UK, resulting in an anomalous downwards trend. This READ MORE >

Executive Summary

1. Market Definition

REPORT COVERAGE

MARKET SECTORS
Sports
Sponsorship

MARKET TRENDS
Sports Sponsorship Continues to Perform Well Despite Economic Hardship
2012 Olympics Sponsors Reap Benefits
Olympics Shines a Light on Importance of Social Media Interaction
Increasing Usage of New Platforms by Sponsors

ECONOMIC TRENDS
General Economic Trends
Table 1.1: UK Economic Trends (000, £m, %, million and £), 2007-2011

MARKET POSITION

The UK
Overseas

2. Market Size

THE TOTAL MARKET
Table 2.1: The Total UK Sports Sponsorship Market by Value and Number of Major
New Deals (£m and number), 2008-2011
Figure 2.1: The Total UK Sports Sponsorship Market by Value of Major New Deals (£m), 2008-2011
Figure 2.2: The Total UK Sports Sponsorship Market by Number of Major New
Deals, 2008-2011

BY MARKET SECTOR
By Sport
Table 2.2: Most Popular Sports in the UK by Value of Major New Deals (£000), 2008-2011
Figure 2.3: Most Popular Sports in the UK by Value of Major New Deals (%), 2011
Table 2.3: Most Popular Sports in the UK by Number of Sponsorship Deals, 2008-2011
Figure 2.4: Most Popular Sports in the UK by Number of Sponsorship Deals by Market Share (%), 2011
Football
London 2012 Olympic Games
Motorsports
Team Sports (excluding football)
Individual Sports
Athletics
Horseracing
By Sponsor
Table 2.4: Origins of Sports Sponsorship by Most Popular Industry Sectors (number of deals), 2008-2011
Automotives
Gambling/Lottery Providers
Financial Services
Sports Goods
Drinks Brands
Technology
Utilities

3. Strengths, Weaknesses, Opportunities and Threats

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

4. Current Issues

COMMONS COMMITTEE RECOMMEND BAN ON SPORTS-RELATED

ADVERTISING OF ALCOHOLIC PRODUCTS

CONTROVERSY OVER OLYMPICS USE OF SPONSORS
Concerns Raised Over Use of ‘Unhealthy' Brands
Olympic Athletes Protest Against ‘Strict' IOC Sponsorship Regulations
Atos' Sponsorship Involvement with Paralympics Faced Objections

CONTROVERSIES LEAD TO SPONSORS DROPPING COMMERCIAL PARTNERS

FERRARI-MARLBORO F1 SPONSORSHIP DEAL IGNITES FURY FROM HEALTH LOBBY

‘CHRONIC' LACK OF SPONSORSHIP IN WOMEN'S SPORT STRESSED BY REPORT

5. Forecasts

INTRODUCTION
General Economic Forecasts
Table 5.1: Economic Forecasts (000, % and million), 2012-2016

FORECASTS 2012-2016
Table 5.2: The Forecast Total UK Sports Sponsorship Market by Value of Major New Deals (£m), 2012-2016
Figure 5.1: The Forecast Total UK Sports Sponsorship Market by Value of Major New Deals (£m), 2012-2016

MARKET GROWTH
Figure 5.2: Growth in the UK Market for Sports Sponsorship by Value of Major New Deals (£m), 2008-2016

FUTURE TRENDS
Sports Sponsorship Revenue to Overtake Gate Receipts by 2015
Olympics Sponsors Urged to Promote Games Legacy
Future Sporting Events to Boost Sponsorship in 2014
Social Media and Online Marketing Activity is Key

6. Further Sources
Associations
Publications
Government Publications
Other Sources
Key Note Sources
Understanding Consumer Survey Data
Number, Profile, Penetration
Social Grade
Standard Region

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