Sports Market Analysis

I. Introduction to the UK Sports Market

BRAINSTORMING

Can you define what market analysis means?

Can you set the boundaries of the sports market?
What are the key components of the sports market?

-> The first thing you will need to do is to form a precise idea of your market. If you choose to exclude/merge some components because you want to reduce the scope of your work or facilitate your analysis, you have to mention it.

GROUP WORK: 8 groups, for 8 components! do some digging and find out information about your market segment for the UK. Then present your findings to the class!

II. Presenting the UK Sports Market

II.1 The UK Sports Market : overview (by Chatgpt)

• Market Value:
  The UK sports industry is valued at £45–50 billion (2024 GVA – Gross Value Added estimate), contributing approximately 2–3% of UK GDP.
• Employment:
  Over 500,000 jobs are tied to sports, both directly (e.g., clubs, venues) and indirectly (media, retail, tourism).
• Growth Rate:
  Annual growth rate hovers around 4–6%, with spikes during major international events (e.g., UEFA Euros, Olympics).
  
  –> PLEASE ANSWER QUESTIONS on p.6 of your booklet

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II.2 The UK Sports Market : key sectors (by Chatgpt)

Sector	Description	Revenue Impact
Professional Sports	Football, rugby, cricket, tennis – Premier League is the dominant force.	£6+ billion (football alone)
Grassroots & Community	Local clubs, schools, youth sports – supported by Sport England.	£1–2 billion
Fitness & Leisure	Gyms, personal training, wellness programs.	£4–5 billion
Sports Retail	Apparel, footwear, and equipment – dominated by JD Sports, Sports Direct.	£11–13 billion
Broadcasting & Media	Rights and subscriptions (Sky Sports, BBC Sport, Amazon Prime).	£3–5 billion
Esports & Gaming	Growing rapidly – with events in London and partnerships with traditional clubs.	~£500 million (and growing)

–> PLEASE ANSWER QUESTIONS on p.7 of your booklet

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II.3 The UK Sports Market : Consumer Demographics & Behaviour (by Chatgpt)

• Age: Young adults (18–34) dominate attendance and digital consumption.
• Gender: Male viewership still higher in football, but female participation and viewership rising—especially in football and rugby.
• Digital Trends: High consumption of streaming content, fantasy leagues, and social media engagement (TikTok, YouTube Shorts).
• Health & Wellness: Rising interest in personal health has driven up gym memberships and participation in events like parkruns and marathons.
  
  Discussion:
  -> Is it similar to France?
  -> Do you believe we have a comprehensive view of the demographics?

II.4 The UK Sports Market : Major trends (by Chatgpt)

1. Women’s Sports Growth:
   • Lionesses’ success in Euro 2022 sparked long-term attention.
   • Increased media coverage and sponsorship.
2. Digital Transformation:
   • VR/AR for training and fan experiences.
   • Growth in sports tech startups (performance analytics, fan engagement).
3. Sustainability Focus:
   • Stadiums aiming for net-zero (e.g., Tottenham Hotspur Stadium’s initiatives).
   • Eco-conscious branding from major sportswear retailers.
4. Globalisation & Foreign Investment:
   • Continued foreign ownership of clubs (e.g., Saudi-backed Newcastle United).
   • Premier League clubs expanding to global fanbases.
5. Regulatory Changes:
   • Government push for football governance reform (e.g., independent regulator).
   • Gambling advertising restrictions affecting club sponsorships.

Discussion:
-> Is it similar to France?
->What do you think about that report on major trends?

II.5 The UK Sports Market : Key players (by Chatgpt)

Name the key players please!

Football Clubs:

Broadcasters: .

Retailers:

Fitness Chains:

National Bodies:

II.6 The UK Sports Market : Opportunies & Challenges (by Chatgpt)

Let’s have a guess:

Opportunities	Challenges