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Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

Key Note estimates that the market for the major UK rugby clubs in both rugby union and rugby league was worth £51.1m in 1998. This represents growth of 19.4 percent since 1996, driven by the increasing commercialism of the top rugby union clubs in England, which compete in the Allied Dunbar Premiership. In rugby league, the major clubs (which play in the JJB Super League) showed a fall of 9.2 percent.
The game of rugby changed dramatically in 1995, with rugby union turning fully professional, and rugby league changing into a summer sport. The Super League is funded by money from News Corporation, with the result that matches are now transmitted on BSkyB. The last deal, worth £56.8m, was signed in July 1998. Rugby union witnessed an influx of rich benefactors after 1995, although two of the main investors (Sir John Hall and Ashley Levett) withdrew their support in 1999.
The major clubs in both codes have derived financial benefit from growth in broadcasting and sponsorship revenue. Most of the official clubs have their own official sponsors, as well as deals with the sportswear manufacturers, that supply their kit. In rugby union, the majority of this income is directed towards international tournaments, such as the Five Nations and the World Cup.
Attendance figures for clubs rose during 1996 and 1997, and this was helped by clubs either redeveloping their premises or moving to share grounds with neighbouring football teams. However, most indications suggest that crowd sizes have now been falling since 1998. This fact, coupled with rising costs, has resulted in major hardships for many clubs, an example of which is the recent merger between Richmond, London Irish and London Scottish.
The total market is forecast to increase to £64.4m by 2003, a rise of 24.6 percent on the 1999 value of £51.6m. Growth in rugby union is unlikely to be as spectacular as the increases recorded during 1996 and 1997, whereas rugby league may benefit from expansion of the Super League. In both codes, income from activities such as merchandising is likely to form an increasing proportion of a clubs revenue.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Average Attendances at Allied Dunbar Premiership One Clubs, 1996/1997 and 1997/1998

Table 2: Total and Average Attendances at Rugby League Matches, 1996-1998

Table 3: Total and Average Attendances for Super League Clubs, 1998

Table 4: Amounts Initially Invested in Rugby Clubs by Businessmen/Entrepreneurs (£m), 1999

Market Size

THE TOTAL MARKET

MARKET SECTORS

Table 5: Total Turnover of Rugby Clubs (£000), 1996-1998

Table 6: Gate and Season Ticket Receipts for Rugby Union Clubs (£m), 1996/1997-1997/1998

Table 7: Gate and Season Ticket Receipts for Rugby League Games (£m), 1996-1998

Industry Background

HISTORICAL BACKGROUND

RECENT DEVELOPMENTS

PLAYER UNIONS

TRADE ASSOCIATIONS

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS - RUGBY UNION

MARKET LEADERS - RUGBY LEAGUE

ADVERTISING AND PROMOTION

Table 8: Leading Rugby Union Clubs by Turnover (£m), 1997/1998

Table 9: Leading Super League Rugby League Clubs by Turnover (£m), 1996-1998

Table 10: Main Media Advertising Expenditure on Sports Sponsorship (£000), Years Ending March 1998 and 1999

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

PARTICIPATION

PROFILE

WATCHING EVENTS

LLOYDS TSB SURVEY

CORPORATE HOSPITALITY VIEWERS

Table 11: percentage of the Population Participating in Rugby Union and Rugby League, 1994, 1996 and 1998

Table 12: percentage of the Population Interested in Rugby Union and Rugby League, 1994-1998

Table 13: percentage of the Population Watching Five Nations Rugby and the Challenge Cup Final ( percent), 1999

Table 14: percentage of Sporting Events Attended by Companies to Entertain Corporate Hospitality Clients, 1997

Outside Suppliers to the Industry

INTRODUCTION

Table 15: Major Suppliers of Rugby Clothing, Footwear and Equipment, 1998

Current Issues

CLUBS IN CRISIS

THE FIVE NATIONS

THE MILLENNIUM STADIUM

THE EUROPEAN CUP

EXPANSION OF THE SUPER LEAGUE

SUPER LEAGUE 'ON-THE-ROAD'

SALARY CAPS

THE DALLAGLIO AFFAIR

RUGBY LEAGUE AT MURRAYFIELD

THE NORTHERN FORD PREMIERSHIP

Forecasts

FORECASTS 1999 TO 2003

TOP CLUBS

TELEVISION

SEMI-PROFESSIONALISM

COMMERCIAL ACTIVITIES

GROUNDSHARING

Table 16: Forecast Turnover of Rugby Union and Rugby League Clubs (£000), 1999-2003

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HOPPENDSTEDT BONNIER INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1998 Key Note

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