Chapter 3 Participants Versus Spectators

Chapter Outline Sport participants Factors affecting sport participation Trends in sport participation Sport spectators Trends in spectator sport Marketing to participants and spectators Chapter summary

Participating and Spectating Participating and spectating often combined—statistically and anecdotally Not the same thing—big difference between participating and viewing Participants more likely to be spectators— but not necessarily vice versa

Who Participates? About 70% of U.S. residents participate in recreational activity. Media coverage is driven by elite sport. Participation athletes differ from high- performance athletes.

Types of Participation Youth sport High school varsity College varsity Professional sport Masters sport Adult participation or recreational sport

Discussion Imagine a high school student who participates in a sport not offered through his or her high school. Is this an elite high school athlete or a recreational sport enthusiast? Explain your reasoning.

Discussion Do individuals participate in sport because of extrinsic rewards or intrinsic rewards? Think of a time when you participated because of both types of reward.

Factors Affecting Sport Participation Pursuit of excellence Recreation Tug-of-war between participation and high performance Options for modifying the game (continued)

Factors Affecting Sport Participation (continued) Support from national governing bodies and associations Individual and community attitudes toward sport Health concerns

Social Influences Family support General environment Sport environment (e.g., coach, teammates, win–loss record) Teachers, counselors, and older children Heroes and role models

Demographic Influences Geography Climate Age Gender Socioeconomic class

Trends in Sport Participation See table 3.1 for a summary of sport participation (ages 6 and up) provided by the Sports and Fitness Industry Association (2014).

Fitness Trends Aerobics Running and jogging Stationary cycling Treadmill use Yoga

Discussion A relatively new fitness trend is competing in Tough Mudder races. Based on what you’re reading, what are the demographics of participants in these types of competitions?

Concerns About Inactivity The overall rate of inactivity in the United States has decreased since 2007. However, inactivity among youth (aged 6– 17) is at its highest level in the past six years. Activity has increased among college-aged individuals and those over 65.

Discussion Why has activity increased among college- aged individuals and those over 65?

Sport Spectatorship Has increased steadily since the 1920s. Live-event viewing continues to increase. The largest growth is found in media spectatorship (via television and Internet).

Socioeconomic Status (SES) and Spectatorship Attendance cost up to US$500 per family High SES: polo, yachting, sailing, racing Middle SES: tennis, golf, sailing, skiing Low SES: auto racing, wrestling, bowling, boxing (continued)

Socioeconomic Status (SES) and Spectatorship (continued) College graduates: college sports Various social classes: baseball, football

Discussion How is SES related to sport spectatorship?

Fans of Specific Sports: Percentage of U.S. Residents Professional football: 34% Professional baseball: 13% College football: 11% Auto racing: 8% Men’s professional basketball: 7% For gender breakdown, see table 3.4.

In-Person Attendance See table 3.6 for data on in-person attendance at sporting events.

Marketing Sport Sport is perceived as a considerable generator of income. Sport provides opportunities to promote products to participants and spectators. Companies carefully research historical and potential participants to reach audiences.