Our definition of the ‘Sports Market’
For the purposes of this report, the sports market consists of:
• Sponsorships, which include payments to have a product associated with a team, league or
event and naming rights.
• Gate revenues for live sporting events.
• Media rights fees paid to show sports on broadcast and cable television networks, television
stations, terrestrial radio, satellite radio, the internet and on mobile devices.
• Merchandising, which includes the selling of licensed products with team or league logos,
player likenesses, or other intellectual property. Food concession revenues are not included.
Where now?
Despite the recent troubled economic times, sport has continued to thrive, with major events appearing to become more
popular than ever. However lower tier events are having to work harder to attract support. We are also seeing more focus on
providing value for money, for example by providing added entertainment through offers such as post-event concerts.
The popularity of major events is supported by ongoing improvements in broadcasting and technology, which
allow higher-quality coverage than ever before. At the same time, TV companies are embracing social media to engage
with fans and deliver a greater intensity of experience. Meanwhile, sponsors remain eager to contribute to − and be
associated with − sports events and teams as part of their marketing mix and are using sophisticated data mining to gain
increasing levels of intelligence and insight into their target markets.
changing-the-game-outlook-for-the-global-sports-market-to-2015.pdf
Global_Sports_Impact_Project.pdf
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