米国におけるスポーツ･ファンの動向

Abstract

In this report, Mintel provides actionable insights for marketing to sports enthusiasts. A number of factors influence this market, including:

• Level of enthusiasm: Mintel isolates and explores three groups of sports enthusiasts based on level of enthusiasm-obsessed, serious and casual. Mintel' s proprietary research suggests there are 94.4 million casual sports fans, 36 million serious sports fans, and 13.4 million obsessed sports fans. Different types of sports enthusiasts show distinct purchasing patterns for sports apparel and sports vacations, along with an increased receptivity to branding initiatives that feature teams and athletes they support.
• Hispanic sports fans: Hispanics are some of the most ardent sports fans. The most pronounced differences are among soccer, basketball and wrestling fans. This report explores their values, priorities, and spending patterns in detail.
• The psychology of sports fans: There is a pronounced relationship between sports fans' self-esteem and the fortunes of their teams, which translates into purchasing behavior. The winning athletes and teams win fans-and dollars.
• The branded athlete: Athletes have become celebrities in American culture, and various sports embody brand values that speak to different audiences. Understanding how Americans view sports teams and star athletes will help companies choose better sponsorships in concert with their own brand values, offering the greatest return on investment.
• Purchases of consumer electronics: The more ardent the sports fans, the more likely they will purchase a variety of consumer electronic items, including televisions, video games, and video cameras. This relationship is explored in detail using Mintel' s exclusive consumer research.

Additionally, this report explores future trends, including the rise of individual sports and new team sports, the decline of baseball and hockey, a growing divide between some athletes and various demographics, and the relationship between broken families and sports fans.

Table of Contents

• Scope and Themes
• What you need to know
• Definitions
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Snapshot of sports fans
• Sports is not just a game: the mind of the sports fan
• Market snapshot
• Hispanics are hardcore fans
• Sports enthusiasts buy consumer electronics that enhance their enjoyment of the game
• Sports enthusiasts like hotels tied into sporting events
• Sports enthusiasts buy fitness apparel and sporting goods
• Looking ahead
• Market Background
• Introduction
• Demographic breakdown of Obsessed, Casual and Serious sports fans
  • Figure 1: Obsessed, Casual and Serious sports fans, by age and gender, 2006
  • Figure 2: Obsessed, Casual and Serious sports fans, by race, 2006
  • Figure 3: Obsessed, Casual and Serious sports fans, by household income, 2006
  • Figure 4: Obsessed, Casual and Serious sports fans, by education, 2006
• Men are the primary target, marketing to women on the rise
  • Figure 5: Male population by age, 2002-12
  • Figure 6: Female population, by age, 2002-12
• Hispanics show high level of interest in soccer
  • Figure 7: Total population and Hispanic population by age, 2006
• Sports enthusiast profiles by professional sport
  • Figure 8: Profile of avid sports fan, 2006
• Sports is not just a game: the psychology of the sports fan
• Cult of celebrity--sports, music and entertainment collide
  • Figure 9: Top ten athletes for sponsorships, 2006
• Online social networks, live sport streaming sites create new enthusiast niches
• Valuable franchises: those that win and those with die-hard fans
  • Figure 10: Most valuable professional sports franchises, 2006
• Sports emotion as a catalyst for impulse buys
  • Figure 11: Most-watched sports, 2006
  • Figure 12: Sports very interested in, by level of sports enthusiasm, October 2006
  • Figure 13: Most popular year-round television sports shows, 2006
• Market Activity -- Sales of Merchandise and Tickets, and Ad spending
  • Figure 14: Sales of official merchandise, 2006
  • Figure 15: Amount spent on ticket sales and related items, 2006
  • Figure 16: Sports advertising spending by channel, 2006
• Sports Sponsorships
  • Figure 17: Amount spent on sports sponsorships, 2001-06
  • Figure 18: Top corporate sponsors, 2006
• Attitudes and Behaviors of Sports Enthusiasts
• Introduction
• Summary
• A closer look at Hispanic sports fans
• Sports enthusiasts and consumer electronics
• Sports enthusiasts and sports travel
• Sports enthusiasts and fitness apparel
• Who sports enthusiasts are
  • Figure 19: Interest in various sports, by race, April 2007
  • Figure 20: Mean interest in various sports, by employment status, April 2007
  • Figure 21: Hours per week sports TV is watched, by employment status, April 2007
• Attendance at sporting events
  • Figure 22: Attendance at sporting events, by employment status, April 2007
  • Figure 23: Attendance at sporting events, by race, April 2007
  • Figure 24: Money spent on sporting event tickets in previous 12 months, by Hispanic origin, April 2007
• Shopping habits of the sports consumer
  • Figure 25: Shopping habits, by employment status, April 2007
  • Figure 26: Purchases and gifts of sports merchandise, by Hispanic origin, April 2007
• Travel habits of sports consumers
  • Figure 27: Sports travel preferences, by race, April 2007
• Sports enthusiast categories: Casual, Serious and Obsessed
  • Figure 28: Sports enthusiast categories, by gender, October 2006
  • Figure 29: Sports enthusiast categories, by race and ethnic origin, October 2006
  • Figure 30: Sports enthusiast categories, by education, October 2006
• Key sports of interest
  • Figure 31: Sports very interested in, by sports enthusiast category, October 2006
• Characterizing the sports enthusiast
• Sports TV watching
  • Figure 32: Mean Number of hours of TV watched per week, by sports enthusiast category, April 2007
• Opinions about electronics and technology
  • Figure 33: Opinions about electronics and technology, by sports enthusiast category, October 2006
• TV ownership
  • Figure 34: Television ownership and intent to buy, by sports enthusiast category, April 2007
• Video camera ownership/intent to buy
  • Figure 35: Video camera ownership/intent to buy, by sports enthusiast category, April 2007
• Other consumer electronics ownership/intent to buy
  • Figure 36: Various consumer electronics ownership/intent to buy, by sports enthusiast category, April 2007
• Use of cameras at live sports events
  • Figure 37: Use of video games and digital cameras, by sports enthusiast category, April 2007
• The place of video games
  • Figure 38: Video game ownership or usage, by sports enthusiast category, October 2006
  • Figure 39: Brands of video games owned or played, by sports enthusiast category, October 2006
  • Figure 40: Enjoyment derived from playing video games, by sports enthusiast category, April 2007
• Sports enthusiasts and purchases of sporting equipment and apparel
• Sports played
  • Figure 41: Sports played in last 12 months, by sports enthusiast category, October 2006
• Sporting goods owned
  • Figure 42: Sporting goods owned, by sports enthusiast category, October 2006
  • Figure 43: Thirst quencher usage, by sports enthusiast category, October 2006
• Sports enthusiasts and sports travel
• Incidence of staying in a hotel/motel for a sports event
  • Figure 44: Overnight stays at a hotel/motel for a sporting event, by sports enthusiast category, April 2007
• Travel preferences when attending a sports event
  • Figure 45: Travel preferences, by sports enthusiast category, April 2007
• Attending sports events in person
  • Figure 46: Attendance at sporting events in person, by sports enthusiast category, April 2007
• Opinions about overnight lodging for sporting events
  • Figure 47: Opinions about lodging, by sports enthusiast category, April 2007
• Sports enthusiasts and apparel purchases
• Licensed sports clothing purchases
  • Figure 48: Licensed sports clothing purchased, by sports enthusiast category, October 2006
  • Figure 49: Sports team logo clothing purchased, by sports enthusiast category, October 2006
• Types of clothing purchased
  • Figure 50: Types of sports clothing purchased, by sports enthusiast category, October 2006
• Hispanic sports enthusiasts
  • Figure 51: Interest in various sports, by Hispanic origin, April 2007
  • Figure 52: Where sporting event tickets were purchased, by Hispanic origin, April 2007
  • Figure 53: Overnight stays at a hotel/motel for a sporting event by Hispanic origin, April 2007
  • Figure 54: Travel preferences, by Hispanic origin, April 2007
  • Figure 55: Opinions about lodging, by Hispanic origin, April 2007
  • Figure 56: Where sporting events are watched, by Hispanic origin, April 2007
  • Figure 57: Use of video games and digital cameras, by Hispanic origin, April 2007
• Future Trends
• Sports on the rise
  • Figure 58: Which niche sports are most likely to grow, 2006
• Sports on the slide
  • Figure 59: Change in favorite sports, 1985-2006
• The payoff: get fans close to the action
• Going mobile
  • Figure 60: Various CE ownership/intent to buy, by sports enthusiast category, April 2007
• Going virtual
• The saturation point
• Appendix: Trade Associations