Specialreport Here comes the sun
John Bushell, Managing Director of SPORTS MARKETING SURVEYS INC., reflects on 2012 in golf and sports, and looks at the year ahead
G.B.O.
A ‘G.B.O.’ statement – a ‘glimpse of the blinding obvious’ (not a standard research term yet very appropriate here): 2012 was a signifi cant year of sport in Europe. Among the key moments were UEFA Euro 2012, won by Spain;
the Tour de France, unveiling a British winner for the fi rst time in Bradley Wiggins; an epic Wimbledon Championships with seven Europeans playing in the men’s and women’s semi-fi nals; the London Olympic Games and Paralympic Games, with six European markets featuring in the top 10 of the medals count, with over 720 medals won between them. European golf enjoyed success in 2012: Europe won the Ryder
Cup, eight European players were ranked in the top 20 of the end-of-year men’s World Ranking, and 19 Europeans in the top 50, while nine European women fi nished 2012 ranked in the world’s top-50. Interest in sport in Europe as a whole has been signifi cant,
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with growing participation in sports like cycling and even female boxing, although golf has held its own across the European Union, growing to reach almost 7.9 million players on full-length golf courses in 2012. So the European picture of golf is bright, but we just do not need a repeat of the European weather in 2012. As I write it is sunny, and has stopped raining…
Looking ahead
So, what trends will we see in golf? On the European retail side, we will see the continued impact of the internet as the fastest growing point-of-purchase for speciality golf equipment. In 2012, 30% of driver purchases in Germany by core golfers were on-line, although in the UK it was only 16%. From January 1, 2016, it looks as if anchored putting will be
prohibited, and this will see the current usage of long & belly putters disappear. The average percentage of these in play at events during the 2012 European Tour season was 14%, compared to 5% in 2010. We forecast seeing more putter innovations such as the Odyssey Metal-X Arm Lock Putter, that off ers an alternative way of stabilising the club within the anticipated new rules. The weather is the dominant
“During June, July and August 2012, there were 47 days when rain was more than
infl uence on rounds played, and in the UK, 2012 saw over 3,000mm of rain, or nearly three times the annual average of 1,154 mm over the last 30 years. During June, July and August 2012, there were 47 days when rain was more than 1mm, compared to the average of 34 days, over the last 30 years. We anticipate that 2013 will be a better season, there will be less rain over the summer months, and rounds played will increase. This is all positive news for golf. A foolhardy forecast? Well, not on the basis of probability, and for golf in Europe it will be very necessary and welcome.
1mm, compared to the average of 34 days, over the last 30 years”
Contact Richard Payne e:
richard.payne@
sportsmarketingsurveysinc.com
GOLFING GLORY IN 2012: Europe’s success in the 2012 Ryder Cup at Medinah CC, Illinois, means that all four major trans-Atlantic trophies are in European hands: the Ryder Cup, Walker Cup, Solheim Cup and Curtis Cup
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Driving with the headlights on
SPORTS MARKETING SURVEYS INC. undertakes research across multiple sports looking at participation trends, equipment usage, market size, brand share and brand consideration. As well as understanding the sports person and equipment market, we work closely with venues; understanding their consumers, the key touch points, the trends on revenue and membership, and overall usage can make signifi cant diff erences to their commercial health. Golf, Tennis, Running, Cycling and
Winter Sports are just some of the sports covered by SPORTS MARKETING SURVEYS INC., and with offi ces and representation in the UK, USA, France, Germany and Scandinavia, we are passionate about helping federations, sports goods companies and venues to make better sporting and business decisions. Without research you cannot see
where you are going. To ensure you are equipped with full beam: INVESTIGATION, INSIGHT and ACTION.
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