| KN92163 |
| KEY NOTE SPORTS SPONSORSHIP : 2003 |
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This report covers: sports sponsorship, funding of sporting activities, marketing strategy, title sponsorship, leagues, championships, events, clubs, teams, individual professional sponsorship,televised events, division by type of sport, targeted marketing, image improvement, brand differentiation, sports organisations, marketing services, media companies, main sponsored sports, football, cricket, rugby union, rugby league, motor sports, athletics, marathons, fun-running, golf, other spports,
Companies covered include: Barclays Bank, British Telecommunications, BT, Coca-Cola Enterprises, Interbrew (UK), Nike (UK), The Royal Bank of Scotland,Vodaphone, Activities UK, BDS Sponsorship, Ipsos-RSL, Karen Earl Sponsorship, Octagon Marketing Surveys, Sports Marketing Surveys, TNSSPORT,
EXECUTIVE SUMMARY
| Sponsorship of sport is probably worth a total of over £1bn a year in the UK. However, the 656 large sponsorship 'deals' between sponsoring companies and sports organisations which can be accurately tracked were worth £442m in 2002, according to the leading research agency, Ipsos. |
| In addition to the major deals monitored by Ipsos, thousands more deals are struck for less money at local or 'grass-roots' levels. These include deals backed by Sportsmatch, a government scheme which matches small sponsorships with the equivalent amount of public money (from £1,000 — or £500 if a school — up to a maximum of £50,000). |
| Growth in the value of sponsorship was 25.2 percent in the 5 years to 2002. Although this indicates fairly modest growth, in line with UK economic growth, it is a better rate than that achieved by advertising in the media in recent years. The amount spent on sponsorship is still relatively small when compared to the £15bn market for all marketing communications. |
| The most expensive contracts are for major one-off events, such as the football World Cup and the Olympics. By types of sport, football is dominant for sponsorship, both in the UK and globally, but each sport has its attractions for particular sponsoring companies. Other sports which attract large amounts of sponsorship money include team sports (such as rugby and cricket), athletics, golf and motor sports. |
| Sponsors are drawn from most industry sectors, but in particular from financial services and sports goods manufacturers. Alcoholic drinks brands are traditional sponsors, but sports bodies are now more wary of linking themselves to alcohol. Tobacco sponsorship, a long-term mainstay of some sports, has been made illegal during 2003, although this only applies to Formula One from July 2005. Despite this, the prospects for continued growth in the sports sponsorship market are reasonably good, with many sports offering either a glamorous image or a connection with a healthy activity for their sponsoring companies. |
TABLE OF CONTENTS
| Executive Summary |
| 1. Market Definition |
| REPORT COVERAGE |
| MARKET SECTORS |
| By Individual Sports |
| By Amateur vs Professional |
| By Method of Sponsorship |
| MARKET TRENDS |
| Popularity of Sport Driven by Health-awareness |
| Expansion of Media Coverage |
| Growth of Particular Sports |
| An Integrated Role in Marketing |
| Some Sports Threatened by Fashion and Lifestyles |
| Government Restrictions Increasing |
| Commercialism Making Consumers More Cynical |
| ECONOMIC TRENDS |
| Population |
| Table 1: UK Resident Population Estimates by Sex (000 and percent), Mid-Years 1998-2002 |
| Gross Domestic Product |
| Table 2: UK Gross Domestic Product at Current and Constant 1995 Prices (£m), 1998-2002 |
| Inflation |
| Table 3: UK Rate of Inflation ( percent), 1998-2002 |
| Unemployment |
| Table 4: Actual Number of Unemployed Persons (million and percent), 1998-2002 |
| Household Disposable Income |
| Table 5: Household Disposable Income (£ and percent), 1998-2002 |
| MARKET POSITION |
| The UK |
| Position in All Sponsorship |
| Position in Marketing Communications |
| Table 6: The UK Market for Advertising Expenditure by Type of Media (£m and percent), 1998-2002 |
| Overseas |
| 2. Market Size |
| THE TOTAL MARKET |
| Table 7: The Total UK Market for Sports Sponsorship by Value of New Deals at Current Prices (£m and percent), 1998-2002 |
| Number of Sponsorship Deals |
| Table 8: The UK Market for Sports Sponsorship by Volume by Number of New Deals in Year (number, percent, £ and Index 1992=100), 1992-2002 |
| BY MARKET SECTOR |
| By Industry Sector |
| Table 9: The UK Market for Sports Sponsorship by Sponsoring Industry by Number of New Deals (number and percent), 1998-2002 |
| By Sport |
| Table 10: Estimated Market Shares by Groups of Sports Being Sponsored ( percent of value), 2002 |
| Table 11: Leading Recipients of Sportsmatch Support, (number, £m, percent and £) 1993-2002 |
| Football |
| Motor Sports |
| Cricket |
| Rugby Union |
| Athletics, Marathons and 'Fun-Running' |
| Golf |
| Other Sports |
| 3. Industry Background |
| INTRODUCTION |
| Recent History |
| Industry Synopsis, Number of Companies and Employment |
| REGIONAL VARIATIONS IN THE MARKETPLACE |
| DISTRIBUTION |
| HOW ROBUST IS THE MARKET? |
| LEGISLATION |
| Communications Act |
| Tobacco Sponsors |
| Alcohol Sponsors |
| European Legislation |
| KEY TRADE ASSOCIATIONS |
| Communications Agencies Federation |
| European Sponsorship Consultants Association |
| Institute of Sports Sponsorship |
| 4. Competitor Analysis |
| THE MARKETPLACE |
| Public Bodies |
| Sports Governing Bodies |
| Marketing Services for Sponsorship |
| Sponsoring Companies |
| MARKET LEADERS |
| Major Sponsors |
| Barclays PLC |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| British Telecommunications PLC |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Coca-Cola Enterprises Incorporated |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Interbrew (UK) Ltd |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Nike Incorporated |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| The Royal Bank of Scotland Group PLC |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Vodafone Group PLC |
| Company Structure |
| Current and Future Developments |
| Financial Results |
| Sponsorship Consultants |
| Activate UK Ltd |
| BDS Sponsorship Ltd |
| Ipsos-RSL Ltd |
| Karen Earl Sponsorship Ltd |
| Octagon Marketing Ltd |
| Sports Marketing Surveys Ltd |
| TNSSPORT Ltd |
| OUTSIDE SUPPLIERS |
| Television |
| Other Media |
| MARKETING ACTIVITY |
| Advertising of Sponsorship Deals |
| Table 12: Main Media Advertising Expenditure of Sports Events (£000 and percent press), April 2002 - March 2003 |
| Other Advertising Expenditure |
| 5. Strengths, Weaknesses, Opportunities and Threats |
| STRENGTHS |
| WEAKNESSES |
| OPPORTUNITIES |
| THREATS |
| 6. Buying Behaviour |
| ACTIVE INVOLVEMENT |
| Table 13: Active Involvement in Sports by Adults ( percent of adults), 2002 |
| MEDIA INVOLVEMENT |
| Table 14: Passive or Media Involvement in Sports by Adults ( percent of adults), 2002 |
| 7. Current Issues |
| SPORTSMATCH SCHEME RENEWED |
| LOWER FUNDS FROM LOTTO |
| END OF TOBACCO SPONSORSHIP |
| CHOCOLATE SPONSORSHIP CONTROVERSY |
| LONDON BID TO HOST OLYMPICS |
| ADVERTISING EXPENDITURE TRENDS |
| HOLLIS AWARDS 2003 |
| 8. The Global Market |
| MARKET SIZE |
| ADVERTISING MARKET |
| SPONSORSHIP EFFECTIVENESS |
| GLOBAL COMMERCIALISATION OF SPORTS |
| OTHER INTERNATIONAL SPORTS |
| 9. Forecasts |
| INTRODUCTION |
| FORECASTS 2003-2007 |
| Table 15: The Forecast Total UK Market for Sports Sponsorship by Value of New Deals at Current Prices (£m and percent), 2003-2007 |
| Table 16: The Forecast UK Market for Sports Sponsorship by Number of New Deals (number and percent), 2003-2007 |
| ECONOMIC TRENDS |
| Population |
| Table 17: Forecast UK Resident Population by Sex (000 and percent), 2003-2007 |
| Gross Domestic Product |
| Table 18: Forecast UK Gross Domestic Product in Real Terms ( percent), 2003-2007 |
| Inflation |
| Table 19: Forecast UK Rate of Inflation ( percent), 2003-2007 |
| Unemployment |
| Table 20: Forecast Actual Number of Unemployed Persons (million and percent), 2003-2007 |
| FUTURE TRENDS |
| Forthcoming Events |
| Consolidation and Global Markets |
| Grass-roots Opportunities |
| Problems for the Mid-Market |
| Media Prospects |
| Regulatory Crackdowns |
| 10. Company Profiles |
| Barclays Plc |
| BritisH TElecommunications PLC |
| Financial Profile |
| Coca-cola enterprises (uk) Ltd |
| Interbrew (UK) Ltd |
| Nike (uk) LTd |
| The Royal Bank Of Scotland Group plc |
| Vodafone Group plc |
| 11. Further Sources |
| Associations |
| General Sources |
| Bonnier Information Sources |
| Government Publications |
| Other Sources |
Text © 2004 Key Note
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Last updated by Amanda Porteous February 2004
