Sport England : Segmenting the British Sports Market

Topics: Marketing, Market segmentation, Department for Culture, Media and Sport Pages: 5 (1500 words) Published: September 21, 2012
Sport England: Segmenting the British Sports Market

Sport England is the government agency responsible for building the foundations of sporting success, by creating a world-leading community sport environment of clubs, coaches, facilities and volunteers. They want to create a vibrant sporting culture working in partnership with national governing bodies, national partners, the HE/FE sector, local government, county sport partnerships and community organizations. Their focus is around three outcomes - growing and sustaining the numbers of people taking part in sport and improving talent development to help more people excel. Five targets which will see us deliver these outcomes:

1. Grow
* More people taking part in more sport
* More children and young people taking part in five hours of PE and sport a week These targets account for 15% of the investment.
2. Sustain
* More people satisfied with their sporting experience
* 25% fewer 16-18 year olds dropping out of at least nine sports - badminton. basketball, football, hockey, gymnastics, netball, rugby league, rugby union tennis These targets account for 60% of the investment.

3. Excel
* Improved talent development in at least 25 sports
This target accounts for 25% of the investment.

4. What does our work involve?
We invest expertise, resources and both government and Lottery money into community sport. £480 million is invested directly through 46 national governing bodies of sport. And there are five open funding streams other organizations can apply to. We have a statutory role in protecting playing fields and must be consulted if community playing fields are threatened by potential developments. We provide a wealth of expertise and advice on range of sports subjects including planning, facilities, coaching, and volunteering and sports development. And we act as advocates for community sport - bringing together a wide range of partners from local and national government, the commercial sector, higher and further education and the third sector to make the most of their investment in sport. 5. Who do we work with?

To succeed, we have to work closely with a wide range of organizations, including: * Our sporting landscape partners - Youth Sport Trust and UK Sport * National governing bodies of sport
* National partners
* Local authorities
* County sports partnerships
* Higher and further education
* The third sector
* The commercial sector
* London Organizing Committee of the Olympic Games and the Olympic Delivery Authority.

1. Using the full spectrum of segmentation variables, describe how Sport England has segmented the sports market? In order to understand the British people’s attitudes and motivations about sports, Sport England has developed 19 sporting segments all around the United Kingdom to target its customers in the sports market. In the segmentation process Sport England worked closely with Experian Business Strategies consulting group and analyzed data of the English people aged 18 and older. Each of the 19 segment profiles contains information about how sporty they are, the activities they enjoy, possible barriers and motivations and guidance in how to effectively market sport to each profile. The segmentation was based on Demographic and Geographic variables. This segmentation process allowed them to understand the top sports that people want to involve themselves in and helped them to identify the characteristics of their target groups for projects and initiatives. An example of their successful market segmentation policy is South Gloucestershire Leisure’s reopening of a refurbished leisure center in the year 2007. With the help of their market segmentation data and knowledge on how to market to its customers by identifying which activities people are more interested in. 1. Sport England created a segment profile which identified the largest...
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