chapter 3 Participants Versus Spectators Chapter Outline Sport
- Slides: 18
chapter 3 Participants Versus Spectators
Chapter Outline • • Sport Participants Factors Affecting Sport Participation Trends in Sport Participation Sport Spectators Trends in Spectator Sports Marketing to Participants and Spectators Summary
Participants Versus Spectators • Participation and spectator sports are often mistakenly combined statistically and anecdotally. • There is a large difference between participating and viewing. • Participants are more likely to be spectators, but spectators are not necessarily more likely to be participants.
Sport Participants • In the United States, 65% of people participate in sports (Leisure Trends, 2004) • High-performance versus participation athletes (extrinsic versus intrinsic rewards) • Might encourage children to engage in sport for physical and social benefits, but sports are becoming more elitist, competitive, and specialized • Masters level increasingly more competitive • See table 3. 1 on page 42 for trends in sport participation
Factors Affecting Sport Participation • • • Pursuit of excellence Recreation through sport Commercial sponsors Ability to modify game Support from national governing bodies (NGBs) and associations • Individual and community attitudes toward sport • Health concerns
What influences sport participation?
Social Influences • Family support • Sport environment (coach, teammates, win– loss record) • Teachers, counselors, older children • Heroes and role models
Demographical Influences • • • Geography Climate Age Gender Social and economic class
Trends in Adult Sport Participation • Differences in female and male preferences – Females: Walking, basketball, aerobics – Males: Golf, weightlifting, basketball • In United States, 69% of males and 61% of females are participants • Changes in last 10 years in activity preferences • Increase in popularity of fitness-oriented sporting activities
Sport Spectators • Steady increase since 1920 s • Live event viewing continues to increase • Largest growth in media spectatorship (television and Internet) • Decline in network sports viewing in past 20 years due to dilution of market • See table 3. 2 on page 47 for trends in inperson attendance at spectator sports
What are the most popular spectator sports? How do they differ from participation sports?
Spectator Versus Participation Sports • Spectator sports are more team oriented and allow for dramatic moments. – Baseball and football – Attract all social classes • Participation sports (adults) are more fitness oriented. – Women: Walking, basketball, aerobics, weightlifting, exercise, golf – Men: Golf, weightlifting, basketball, football, walking, hiking
Influences on Sport Spectatorship • Social and economic class – Cost to attend sporting event can be $100 to $200 U. S. for family – High SES: polo, yachting, sailing, racing – Middle SES: tennis, golf, sailing, skiing – Low SES: auto racing, wrestling, bowling, boxing – College sports are watched by college graduates – Baseball and football cross social classes • Ethnicity and gender
Trends in Sport Spectatorship • Major shift in interest of girls and women • Diversity of viewers for a sport increases with diversity of athletes in that sport • Certain sports are increasing in popularity (figure skating, women’s college basketball) • Olympic sports viewing increased when gap was reduced to 2 years
Key Point People watch sports they can identify with.
Marketing Sport • Shift in demographic of target audiences • Opportunities to globalize sport marketing • Need to carefully research historical and potential participants • Increase in endorsements of professional athletes • Sponsors match product to spectator – Tennis and golf: Mercedes and Lincoln cars – Football: Chevrolet trucks and beer
Summary • Wide range of sport participants who vary in motivation and level of participation • Increase in participation in fitness-oriented activities • Spectatorship varies with demographics • Spectatorship trends match growing diversity in interest and participation • Marketing in sport matches sport preferences
On Deck… • Questions and comments • Assignments and readings • Next chapter: Business of Sport – Corporate sport – Ownership – Sport as a moneymaker
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