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P L A N N I N G S T R A T E G Y M O N I T O R I N G
SPONSORGLOBE Event Report
Annual sporting events as global platforms
1st June, 2011
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Global interest in five major annual sporting events
2 Source: SPORT+MARKT Sponsoring 21+ 2010 Base: Each year approx.1000 representative respondents per country aged 16-69 years
*Country overview: see methodology
545 million
465 million
450 million
435 million
330 million
UEFA Champions League
NBA
Barclays Premier League
Formula 1
La Liga BBVA
Interested in the events in 28 countries* (“Very interested” + “Interested”)
32%
27%
27%
20%
19%
UEFA Champions League
Barclays Premier League
Formula 1
La Liga BBVA
NBA
Average interest in the 28 countries* (“Very interested” + “Interested” – non-proportionalised)
The UEFA Champions League is the most global of all annual sporting events, generating consistently high
interest across all continents.
The Barclays Premier League and its clubs also provide a global advertising platform for sponsors. In
worldwide terms, the interest in the English league is consistently very high to high. The USA is the only
market where interest is not as strong.
La Liga BBVA is in global focus thanks to its two outstanding clubs, FC Barcelona and Real Madrid CF. In
contrast to the two other football competitions and Formula 1, interest levels vary more strongly from country
to country.
The NBA has many fans. However, two thirds of them come from China and the USA (303 million). If these
two countries are not observed, the US basketball league generates a comparatively low score as a global
event.
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Global events: Average interest per country in seven
regions
3
25 18
30 22 23
SOUTH AMERICA Total population of
countries investigated: 161 mill.
23 19 21 21
34
NORTH AMERICA Total population of
countries investigated: 288 mill.
17 23
27
8
19
AUSTRALASIA Total population of
countries investigated: 15 mill.
ASIA Total population of
countries investigated: 877 mill.
33 33 25
22 21
WESTERN EUROPE Total population of
countries investigated: 242 mill.
43
26 29
21
11
EASTERN EUROPE Total population of
countries investigated: 123 mill.
44
32 37
26 18
AFRICA Total population of
countries investigated: 54 mill.
40 41
21 23
8
UEFA Champions League Barclays Premier League Formula 1 La Liga BBVA NBA
Source: SPORT+MARKT Sponsoring 21+ 2010 Base: Approx.1,000 representative respondents from the relevant country aged 16-69 years
AFRICA: South Africa, Egypt | WESTERN EUROPE: France, Germany, UK, Portugal, Ireland, Spain, Italy, Netherlands | EASTERN EUROPE: Bulgaria, Czech
Republic, Poland, Croatia, Russia | NORTH AMERICA: USA, Mexico | SOUTH AMERICA: Argentina, Brazil | ASIA: China, Thailand, India, Indonesia, Japan,
South Korea, Malaysia, UAE | AUSTRALASIA: Australia
Figures in %
Figures in %
Figures in %
Figures in %
Figures in %
Figures in %
Figures in %
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FACTS: Global events – Average interest per country in seven
regions for five major annual sporting events
4
UEFA Champions League
Almost half of Europeans are interested in the UEFA Champions League. The interest of 43% in Western Europe and 44% in Eastern Europe in football„s top club competition is outstanding.
The UEFA Champions League is either ranked 1 or 2 amongst the annual global events in every region apart from Australasia.
Barclays Premier League
In many Asian countries (e.g. China), the UEFA Champions League and Barclays Premier League interest more people than the AFC Champions League or the relevant domestic league.
In Australia, many people are also interested in football. In addition to the domestic league, the focus here is on the Barclays Premier League (23%).
Formula 1
Formula 1 even generates higher interest than top class European football in South America.
Eastern Europe has a high affinity to motorsport.
La Liga BBVA
Interest in La Liga BBVA is consistent around the world. In every region, the Spanish league interests an average of 21-26% of the population per country except Australia.
NBA
With the exception of America and Australia, the NBA generates the lowest interest per country on average.
The NBA„s visits to Europe in recent years have not succeeded in increasing interest levels.
In Mexico, interest in the NBA (38%) is higher than in the USA (30%).
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Focus: Trend graph - Interest in the NBA in China
5 Source: SPORT+MARKT Sponsoring 21+ 2006-2010 Base: Each year approx.1,000 representative respondents from China aged 16-69 years (Urban
Sample)
60% 67% 68%
61% 56%
2006 2007 2008 2009 2010
The NBA occupies a unique position on the Chinese sporting landscape. It
is unusual for a foreign domestic league to generate such a high level of
interest. Only international sporting events such as the Olympic Summer
Games, FIFA World Cup and the Asian Games rival this score.
The reason for the Chinese enthusiasm for the NBA was the move of star
Yao Ming to the Houston Rockets in 2002. Ming„s absence due to injury in
the 2009/10 season played a major role in the decline in interest to 56%.
The NBA founded „NBA China“ in 2008 to establish itself and basketball in
China on a sustained basis – even following the conclusion of Ming„s career.
CH
INA
Chinese citizens
interested in the NBA
in 2010: 238 million
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Focus: A unique sport business market– Interest in
selected events in the USA
6
The USA is a highly enthusiastic sporting nation, interested in a wide range of sports and events.
The focus of US citizens is primarily on their own traditional sports (American football, baseball), leagues
(NBA) or series (motorsport). The Olympic Summer Games is the only event able to infiltrate the top group
of events.
The USA assumes a unique role regarding global sporting events. In contrast to Autralia or India, for
example, where domestic sports or leagues also play a dominant role, Formula 1 and football are minority
sports here.
59%
49%
40%
30%
26%
13%
12%
11%
8%
NFL
Summer Olympics
MLB
NBA
NHL
Formula 1
UEFA CL
Barclays PL
La Liga BBVA
US
A
Source: SPORT+MARKT Sponsoring 21+ 2010 USA Basis: 1,000 representative US respondents aged 16-69 years
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Countries:
Egypt, Argentina, Australia, Brazil, Bulgaria, China, Germany, France, India,
Indonesia, Ireland, Italy, Japan, Croatia, Malaysia, Mexico, Netherlands,
Poland, Portugal, Russia, Spain, South Africa, South Korea, Thailand, Czech
Czech Republic, UK, USA, UAE
Universe The respective national population aged 16-69 years
Investigation technique: Telephone interviews (CATI)
Selection procedure:
Representative investogation, random selection, stratified by region and city
size, additional quota control of age and gender. Urban Sample: China, India,
Indonesia, Malaysia, South Korea, Thailand, UAE
Base (TOTAL): Approx. 1,000 respondents per country
Fieldwork period: May (calendar week 19 + 20)
Selection of events: Annual sporting events in football, motorsport and US sports generating the
highest global interest.
Methodology: SPONSORGLOBE Event Report
Base: SPORT+MARKT Sponsoring 21+
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Your contact:
NEWSLETTER: Alexander Krause
Head of PR
E-Mail: [email protected]
Telephone: +49 - (0) 221 - 430 73 192
DATABASE & MARKET INTELLIGENCE SERVICES: Andre Haberla
Project Manager
E-Mail: [email protected]
Telephone: +49 - (0) 221 - 430 73 784
About SPONSORGLOBE
SPONSORGLOBE is a monthly newsletter featuring central key information from international sport business. The
SPONSORGLOBE database, unique throughout the world and containing over 50,000 current sponsorship deals as well as key facts
on sponsors and sponsorship engagements in sport and the entertainment sector, serves as a basis alongside other sources.
About SPORT+MARKT
As the leading research and consultancy company in international sport business, SPORT+MARKT has been analysing the
developments and factors for success on the sponsorship and advertising markets for over 20 years.
In addition to expertise in market, media research and strategic consultancy, we provide our clients with information from the most
extensive global databases for sport, sponsorship and communications. As an independent reference on the market,
SPORT+MARKT develops customised solutions for the planning, evaluation and optimisation of engagements in sport
business. We are currently active in over 120 global markets with over 600 employees. In addition to our headquarters in Cologne,
we have branches in the U.K., Spain, Italy, Brazil, the Netherlands and Singapore. In 2010, SPORT+MARKT formed a strategic
alliance with the Australian-American company, REPUCOM International, to establish a global network for sponsorship research and
consultancy.
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