Sport: Summer Olympic Games and Sports

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For the Love of the Game: Global Sporting Habits and Implications for Marketers

Euromonitor International : Strategy Briefing August 2008

Strategy Briefings

World

List of Contents and Tables
Executive Summary ................................................................................................................................................ 1 Drivers ...................................................................................................................................................................... 1 Levels of Engagement With Sport ............................................................................................................................. 2 Chart 1 Overlap of Leading Sports by Interest, Participation and Spectating 2007........................ 2 Trends in Key Markets .............................................................................................................................................. 3 Summary 1 Summary of Sporting Preferences in Key Markets 2007................................................... 4 Outlook ..................................................................................................................................................................... 5 Summary 2 Opportunities Created by Globalisation of Sport............................................................... 5 Introduction............................................................................................................................................................. 6 Drivers ..................................................................................................................................................................... 7 Attitudes Towards Sports .......................................................................................................................................... 7 Chart 2 General Interest in Sport by Country 2007 ........................................................................ 8 Summary 3 National Sports in Major Markets 2008............................................................................. 8 Summary 4 Most Popular Sports 2007 ................................................................................................. 9 Chart 3 Leading Sports by Participation Rate 2007 ..................................................................... 10 Chart 4 Leading Spectator Sports 2007........................................................................................ 12 analysis of Major Sporting Events .......................................................................................................................... 12 Summary 5 Rugby World Cup: Viewing Figures 1995-2007............................................................. 16 TV Watching ........................................................................................................................................................... 16 Table 1 US TV Viewing Trends 2001-2006................................................................................. 17 Table 2 Digital Satellite Pay-TV Subscribers in Europe by Key Market 2002/2007.................... 18 Table 3 Mobile TV Penetration in the US 2007 ........................................................................... 19 Sports-related Marketing ........................................................................................................................................ 19 Table 4 Leading Companies Associated with Sports Sponsorship 2007 ...................................... 20 Summary 6 Beijing Olympic Games: Worldwide Olympic Partners 2008......................................... 22 Summary 7 South Africa FIFA World Cup 2010 Sponsors................................................................ 23 Table 5 Leading International Sports Personalities 2007 ............................................................. 26 Trends in Key...
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