SPORTS MARKETING 2013
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1 SPORTS MARKETING 2013 September 2012; 476 pages; ISBN# ; $ (print or electronic edition) Published by Richard K. Miller & Associates (RKMA) 1 MARKET SUMMARY 1.1 The U.S. Sports Market 1.2 Major Events 1.3 Sports Teams 1.4 Athletes 2 TOP SPORTS CITIES 2.1 Overview 2.2 Avid Sports Fans City-by-City 2.3 Attending Spectator Sports Events 2.4 College Basketball 2.5 Professional Sports 2.6 Major League Baseball 2.7 Professional Basketball 2.8 Professional Football 2.9 Professional Hockey 2.10 Soccer 2.11 NASCAR 2.12 Top Minor League Markets 2.13 Market Resources PART I: SPORTS MARKET SEGMENTS 3 ADVERTISING & SPONSORSHIPS 3.1 Market Assessment 3.2 Athlete Endorsements 3.3 Advertising Agencies in Sports Marketing 3.4 Sports Sponsorships 3.5 Sports Website Marketing 3.6 Naming Rights 3.7 Jersey Rights 3.8 Market Resources 4 CONCESSIONS 4.1 Market Assessment 4.2 Concessionaires
2 5 FANTASY SPORTS 5.1 Market Assessment 5.2 Demographics 5.3 Market Characteristics and Trends 5.4 Fantasy Football 6 GAME PROMOTIONS 6.1 Overview 6.2 Giveaways 6.3 Promotions and Events 6.4 All-You-Can-Eat Promotions 7 LICENSING 7.1 Professional Sports Properties 7.2 Top Selling Professional Sports Jerseys 7.3 Collegiate Properties 7.4 Market Resources 8 MEMORABILIA 8.1 Market Assessment 8.2 Sports Memorabilia Auctions 8.3 Sports Cards 8.4 Market Resources 9 PARTICIPATION & RECREATION 9.1 Aerobics, Conditioning and Fitness 9.2 Individual Sports 9.3 Racquet Sports 9.4 Team Sports 9.5 Outdoor Sports 9.6 Water Sports 9.7 Winter Sports 9.8 Market Resources 10 SPORTING GOODS 10.1 Market Assessment 10.2 Marketshare Leaders 10.3 Total Sporting Goods Spending 10.4 Spending Distribution 10.5 Trends 10.6 Market Resources 11 SPORTS FANS 11.1 Demographic Profile Of U.S. Sports Fans 11.2 Favorite Sports
3 11.3 Avid Fans 11.4 Fan Base By Gender 11.5 Fan Base By Age 11.6 Average Age By Sport 11.7 Fan Base By Ethnicity 11.8 Fan Base By Income 11.9 Female Fans Youth Fans African-American Fans Hispanic-American Fans 12 SPORTS MANAGEMENT 12.1 Overview 12.2 Sports Management Agencies 12.3 Academic Programs 12.4 Market Resources 13 SPORTS TRAVEL 13.1 Market Assessment 13.2 Favorite Cities For Sports Travel 13.3 Economic Impact of Major Events 13.4 Sports Museums and Halls of Fame 13.5 Baseball Spring Training 13.6 Sports-Specialist Travel Agencies 14 STADIUMS & ARENAS 14.1 Sports Facility Construction 14.2 Professional Sports Stadiums and Arenas 14.3 Financing 14.4 Premium Seating 15 TICKETING 15.1 Market Assessment 15.2 Secondary Ticketing 15.3 Moving Unsold Ticket Inventory 15.4 Dynamic Pricing 15.5 Ticketing Through Social Networks 15.6 Market Resources PART II: SPORTS MEDIA 16 SPORTS TELEVISION BROADCASTING 16.1 Most Viewed Sports Telecasts 16.2 Major Sports Networks 16.3 Broadcast Rights Agreements 16.4 Sports Programming On Cable Networks
4 16.5 League Networks 16.6 Regional Sports Networks 16.7 Sport-Specific Networks 16.8 College Sports Broadcasts 16.9 International Sports Networks 17 SPORTS RADIO 17.1 Sports Radio Stations 17.2 Sports Radio Networks 17.3 The Sports Radio Audience 17.4 Advertising 17.5 Sports on Satellite Radio 17.6 Live Broadcast Baseball 17.7 Market Resources 18 SPORTS PERIODICALS 18.1 Market Assessment 18.2 Circulation 18.3 List of Sports Periodicals 18.4 Market Resources 19 NEWSPAPER SPORTS SECTIONS 19.1 How Fans Obtain Sports News 19.2 Sports Section Readership 19.3 Sports Editors 19.4 Trends in Sports News Coverage 19.5 Market Resources 20 SPORTS ONLINE 20.1 Market Assessment 20.2 Sports Websites 20.3 Sports Website Visitor Demographics 20.4 Major League Sports Streaming Packages 20.5 Live Sports Online 20.6 Independent Sports Sites 20.7 Market Resources 21 MOBILE 21.1 Overview 21.2 Smartphone Access For Sports Content 21.3 Professional Sports Leagues Apps 21.4 In-Game Enhancements and Promotions 21.5 Mobile Access While Watching Sports On TV
5 PART III: PROFESSIONAL LEAGUE SPORTS 22 MAJOR LEAGUE BASEBALL 22.1 Attendance 22.2 Team Valuations 22.3 Franchise Transactions 22.4 Fan Cost Index 22.5 Favorite Teams 22.6 Fan Loyalty 22.7 Television Broadcasts 22.8 Social Media 22.9 World Series MLB All-Star Game Sponsorships Fan Demographics Market Resources 23 NATIONAL BASKETBALL ASSOCIATION 23.1 Attendance 23.2 Team Valuations 23.3 Franchise Transactions 23.4 Fan Cost Index 23.5 Fan Loyalty 23.6 Television Broadcasts 23.7 Social Media 23.8 NBA Finals 23.9 NBA All-Star Game Sponsorships Fan Demographics Market Resources 24 NATIONAL FOOTBALL LEAGUE 24.1 Attendance 24.2 Team Valuations and Revenue 24.3 Franchise Transactions 24.4 Fan Cost Index 24.5 Favorite Teams 24.6 Fan Loyalty 24.7 Television Broadcasts 24.8 Social Media 24.9 Super Bowl Pro Bowl Sponsorships Fan Demographics Market Resources
6 25 NATIONAL HOCKEY LEAGUE 25.1 Attendance 25.2 Team Valuations 25.3 Franchise Transactions 25.4 Fan Cost Index 25.5 Fan Loyalty 25.6 Television Broadcasts 25.7 Social Media 25.8 Stanley Cup 25.9 Sponsorships Fan Demographics Market Resources 26 MAJOR LEAGUE SOCCER 26.1 Overview 26.2 Attendance 26.3 Television Broadcasts 26.4 Sponsorships 26.5 Fan Demographics 26.6 Market Resources 27 WOMEN S NATIONAL BASKETBALL ASSOCIATION 27.1 Overview 27.2 Attendance 27.3 Television Broadcasts 27.4 WNBA LiveAccess 27.5 Sponsors 27.6 Fan Demographics 27.7 Market Resources 28 PROFESSIONAL LACROSSE 28.1 Major League Lacrosse 28.2 National Lacrosse League 28.3 North American Lacrosse League 28.4 Market Resources 29 ARENA FOOTBALL LEAGUE 29.1 Overview 29.2 Attendance 29.3 Telecasts and Online Access 29.4 Market Resources 30 MINOR LEAGUE SPORTS 30.1 Overview 30.2 Minor League Baseball 30.3 Minor League Hockey
7 30.4 NBA Development League PART IV: INDIVIDUAL SPORTS 31 CYCLING 31.1 Overview 31.2 Tour de France 31.3 Major U.S. Races 31.4 USA Cycling 31.5 Velodromes 31.6 Market Resources 32 GOLF 32.1 Overview 32.2 Participation 32.3 Highest-Earning Golfers 32.4 The Majors Championships 32.5 The Ryder Cup and Presidents Cup 32.6 The PGA Tour 32.7 The LPGA Tour 32.8 Demographics of Golf Fans 32.9 Market Resources 33 TENNIS 33.1 Overview 33.2 Participation 33.3 Highest-Earning Tennis Players 33.4 Grand Slam Tournaments 33.5 US Open 33.6 US Open Series 33.7 The WTA Tour 33.8 ATP World Tour 33.9 Wimbledon Sony Open Market Resources PART V: MOTORSPORTS 34 INDYCAR 34.1 Overview 34.2 Television and Radio Broadcast Rights 34.3 Indianapolis Sponsorships 34.5 Racing Teams 34.6 IndyCar Series 34.7 Market Resources
8 35 NASCAR 35.1 Overview 35.2 Broadcast Rights and Ratings 35.3 Advertising and Sponsorships 35.4 Racing Teams and Drivers 35.5 Track Activities 35.6 Sprint Cup Series 35.7 Nationwide Series 35.8 Fan Demographics 35.9 Market Resources 36 AUTO RACING CIRCUITS 36.1 American Le Mans Series 36.2 Grand American Road Racing 36.3 NHRA Drag Racing 36.4 World of Outlaws 36.5 Market Resources 37 MOTOCROSS 37.1 Overview 37.2 AMA Motocross Championship 37.3 Television Broadcast Rights 37.4 Sponsors 37.5 Market Resources 38 SUPERCROSS 38.1 Overview 38.2 Television Broadcast Rights 38.3 Sponsors 38.4 Racing Teams 38.5 Monster Energy AMA Supercross 38.6 Market Resources PART VI: FIGHTING SPORTS 39 BOXING 39.1 Overview 39.2 Professional Boxing Fans 39.3 Pay-per-View Events 39.4 Televised Boxing 39.5 World Series of Boxing 39.6 Market Resources 40 MIXED MARTIAL ARTS 40.1 Overview
9 40.2 MMA Fans 40.3 UFC Pay-Per-View 40.4 UFC On TV 40.5 UFC Online 40.6 Market Resources 41 WORLD WRESTLING ENTERTAINMENT 41.1 Overview 41.2 Professional Wrestling Fans 41.3 Live Events and Television 41.4 Pay-per-View Events 41.5 Viewer Demographics 41.6 Market Resources PART VII: COLLEGIATE & HIGH SCHOOL SPORTS 42 COLLEGE ATHLETIC PROGRAMS 42.1 Profiles of Major Programs 43 NCAA SPORTS 43.1 Overview 43.2 Men s and Women s Sports 43.3 Conferences 43.4 NCAA Revenue 43.5 Conference Revenue 43.6 Athletic Department Budgets 43.7 Athletic Department Revenue 43.8 Market Resources 44 COLLEGE FOOTBALL 44.1 Fans and Spectators 44.2 Market Assessment 44.3 Regular-Season Broadcasts 44.4 Bowl Championship Series 44.5 Other Bowl Games 44.6 Fan Demographics 45 COLLEGE MEN S BASKETBALL 45.1 Fans and Spectators 45.2 Favorite Teams 45.3 Market Assessment 45.4 Regular-Season Broadcasts 45.5 NCAA Division I Men s Basketball Tournament Revenue 45.6 NCAA Finals 45.7 Fan Demographics
10 46 COLLEGE WOMEN S BASKETBALL 46.1 Fans and Spectators 46.2 Favorite Teams 46.3 NCAA Women s Finals 47 HIGH SCHOOL SPORTS 47.1 Overview 47.2 Participation by Sport 47.3 Participation by State 47.4 High School Sports Online 47.5 Local Television Broadcasting 47.6 Sponsorships and Promotions 47.7 Market Resources 48 YOUTH SPORTS 48.1 Participation 48.2 Youth Baseball 48.3 Youth Football 48.4 Youth Soccer PART VIII: MULTI-SPORT EVENTS 49 ACTION SPORTS 49.1 Overview 49.2 Demographics 49.3 Dew Tour 49.4 X Games 49.5 World Cup of Skateboarding 49.6 Maloof Money Cup 49.7 Street League 49.8 Market Resources 50 EVENTS FOR ATHLETES WITH DISABILITIES 50.1 Overview 50.2 Summer and Winter Paralympic Games 50.3 Special Olympics 50.4 Extremity Games 50.5 Disabled Sports USA 50.6 Market Resources 51 OLYMPIC GAMES 51.1 London Broadcast Rights 51.3 Summer Olympic Games 51.4 Winter Olympic Games
11 51.5 Opening and Closing Ceremonies 51.6 United States Olympic Committee 51.7 Market Resources 52 SENIOR GAMES 52.1 Overview 52.2 State Games 52.3 Biennial Summer Games 52.4 Sponsors 52.5 Winter Senior Games 52.6 Market Resources 53 STATE GAMES 53.1 Overview 53.2 Profiles of State Games 53.3 State Games Of America 53.4 Market Resources PART IX: ORGANIZED SPORTS/COMPETITIONS 54 AMERICA S CUP 54.1 Overview rd th 54.2 The 33 and 34 America s Cups 54.3 Television Broadcasts and Web-Streamed Video 54.4 Market Resources 55 BASS FISHING 55.1 Overview 55.2 Bass Anglers Sportsman s Society 55.3 Tournaments 55.4 Western Outdoor News Bass 55.5 Fantasy Fishing 55.6 Market Resources 56 BOWLING 56.1 Overview 56.2 United States Bowling Congress 56.3 Professional Bowlers Association 56.4 PBA Tour 56.5 Sponsors 56.6 Market Resources 57 COMPETITIVE CHEERLEADING 57.1 Overview 57.2 Sanctioning Organizations 57.3 Sponsors
12 57.4 Collegiate Competitive Cheer 57.5 Market Resources 58 CRICKET 58.1 Overview 58.2 Organized Cricket in the United States 58.3 Professional Cricket 58.4 International Activities 58.5 Cricket World Cup 58.6 Market Resources 59 EQUESTRIAN 59.1 Equestrian Activities 59.2 Participation 59.3 Market Assessment 59.4 Horse Shows 59.5 Polo 59.6 Rodeos 59.7 World Equestrian Games 59.8 Market Resources 60 FIGURE SKATING 60.1 Overview 60.2 Sanctioning Organization 60.3 Sponsors 60.4 Market Resources 61 FITNESS & STRENGTH COMPETITIONS 61.1 Profiles of Major Events 62 GYMNASTICS 62.1 Overview 62.2 Sanctioning Organizations 62.3 Major Events 62.4 Sponsors 62.5 Tour Of Gymnastics Champions 62.6 Market Resources 63 HORSE RACING 63.1 Overview 63.2 Triple Crown 63.3 Breeders Cup 63.4 Saratoga 63.5 Market Resources
13 64 LACROSSE 64.1 Overview 64.2 Sanctioning Organization 64.3 Growth of Lacrosse in the United States 64.4 Major Events 64.5 Market Resources 65 MARATHONS 65.1 Overview 65.2 Economic Impact 65.3 Business Assessment 65.4 Sponsorships 65.5 Market Resources 66 RODEO 66.1 Overview 66.2 Professional Rodeo Cowboys Association 66.3 Professional Bull Riders 66.4 Major Events 66.5 Fan Demographics 66.6 Market Resources 67 ROWING 67.1 Overview 67.2 Intercollegiate Rowing 67.3 Rowing At The Summer Olympic Games 67.4 The World Rowing Championships 67.5 Market Resources 68 RUGBY 68.1 Overview 68.2 Rugby in the United States 68.3 Rugby World Cup 68.4 RBS Six Nations 68.5 Rugby in the Summer Olympic Games 68.6 Market Resources 69 SOCCER 69.1 Overview 69.2 FIFA World Cup 69.3 Growth of Soccer in the United States 69.4 Sponsors 69.5 Market Resources 70 SOFTBALL 70.1 Overview
14 70.2 Governing Bodies 70.3 Amateur Softball Association 70.4 National Pro Fastpitch 70.5 Market Resources 71 SURFING 71.1 Overview 71.2 ASP World Tour 71.3 U.S. Open Of Surfing 71.4 Triple Crown Of Surfing 71.5 Market Resources 72 SWIMMING, DIVING & WATER POLO 72.1 Overview 72.2 Sanctioning Organizations 72.3 Sponsors 72.4 Market Resources 73 TRACK & FIELD 73.1 Overview 73.2 Sanctioning Organization 73.3 Major Events 73.4 Sponsors 73.5 Market Resources 74 TRIATHLONS 74.1 Overview 74.2 Demographics 74.3 Major Events 74.4 Sponsorships and Promotions 74.5 Market Resources 75 VOLLEYBALL 75.1 Overview 75.2 Sanctioning Organization 75.3 AVP Pro Beach Volleyball 75.4 Market Resources MARKET RESOURCES REFERENCES
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