NEW YORK, Oct. 26 /PRNewswire/ -- Reportlinker Adds Sports Sponsorship 2009
2009.html
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 IpsosMORI has recorded an increase in major 'deals' from 353m pounds Sterling to nearly 486m pounds 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 pounds, and the Commonwealth Games (Glasgow2014). However, these events could temporarily divert funds from the regularly sponsored sports led by football -- still growing in importance -- and Formula1 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.
Table of Contents
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 and Glasgow
Women in Sport
ECONOMIC TRENDS
Population
Gross Domestic Product
Inflation
Unemployment
Household Disposable Income
MARKET POSITION
The UK
Overseas
2. Market Size
THE TOTAL MARKET
BY MARKET SECTOR
By Sport
By Sponsor
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
Associations and Agencies
OUTSIDE SUPPLIERS
The Media
Market Research
MARKETING ACTIVITY
Main Media Advertising Expenditure
5. Strengths, Weaknesses, Opportunities and Threats
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
6. Buying Behaviour
INTRODUCTION
INTEREST IN SPORTS
PASSIONATE FOLLOWERS
7. Current Issues
THE RECESSION
GROWTH OF FOOTBALL
TENNIS, CRICKET AND FORMULA
SPONSORSHIP AWARDS
ALCOHOL SPONSORSHIP GUIDELINES IN SCOTLAND
8. The Global Market
TOTAL MARKET SIZE
9. Forecasts
INTRODUCTION
General Economic Forecasts
FORECASTS TO
MARKET GROWTH
FUTURE TRENDS
London and Glasgow
World Cup
Consolidation Impacts
Other Trends
10. Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Key Note Sources
Key Note Ltd
11. Understanding TGI Data
Number, Profile, Penetration
Social Grade
Standard Region
12. Key Note Research
13. The Key Note Range of Reports
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2009.html
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Contact:
Nicolas Bombourg
Reportlinker
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Reportlinker
2009-10-26
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