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4 Media rights 4 Merchandising 4 Appendix 4 Glossary 4 Contacts
RESEARCH In EMEA, PwC expects modest growth,
averaging less than 2 per cent com- pounded annually during the next two years, with only slightly faster increases of just over 3 per cent annually for ongoing events during 2013–15. The gate revenue market is effectively saturated for the top events and record attendances have been witnessed at major events this year in the UK. One unlikely area, which could stimu-
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e of 3.7% from
late growth is regulation. In European football, UEFA’s financial fair play rules are forcing clubs to try to boost their football revenues and are providing an extra impetus for new stadia development. Changing the format of sporting events
14 2015
69 145,341 2.5
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is also something which has been tried to make events more exciting and appeal to new audiences. For example, the England Hockey Board has recently announced the launch of Rush Hockey – an indoor or outdoor four or five a side format. Sponsorship: Accounting for 28.8 per cent of the total sports markets, sponsorship will see an average growth rate of 5.3 per cent to 2015 generating global revenues of US$45.3bn (£29bn, €34.1bn), which are split evenly across all regions. The structure of sponsorship deals
CAGR 2011-15
3.7
it’s about gaining deeper and more emotional engagement with fans and staff – something which the new digital technologies are enabling. Advertisers and sponsors are
Global revenue growth by region 2011-2015 Global revenue growth by region 2011-2015
has changed. It’s no longer just about brand visibility and awareness but now
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0%
4.9% 4.0% 2.9% 3.9% North America EMEA Asia Pacif ic CAGR 2011 - 2015 Latin America
integrating social media into their sports involvement and through social media and smart data mining, they are able to target their messages and content so that it’s relevant to each consumer seg- ment and appropriate for each platform and delivery device. Media Rights: Media rights is the third largest category of revenue and accounts for 24.1 per cent of the total market and is the second fastest growing sector at 3.8 per cent CAGR. Revenues from media rights will see fairly healthy growth from US$29.2bn (£18.7bn, €21.9bn) in 2010 to US$35.2bn (£22.5bn, €26.5bn) in 2015. However, these figures mask large
Outlook for the global sports market
SPORTS MANAGEMENT HANDBOOK 2012 11
Clubs are seeing a larger proportion of merchandise transactions online
year-on-year swings which reflect the traditionally dramatic impact of major global events held in ‘even’ years such as the Olympics and FIFA World Cups. Broadcasting still generates the
majority of income from media rights, but engagement through different media platforms such as the Internet and mobile phones can enhance and expand the fan’s experience. Smart use of social networking can add further value for both themselves and the user and many TV companies have, themselves, invested in interactive portals. This enables them to combine online TV screening with social media which complements their offering to the market. Merchandising: Merchandising remains
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