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 1920s 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 in- person 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