Chapter 3 Participants Versus Spectators 3 Participants Versus Spectators C H A P T E R

Chapter Outline Sport Participants Factors Affecting Sport Participation Trends in Sport Participation Sport Spectators (continued)

Chapter Outline (continued) Trends in Spectator Sports Marketing to Participants and Spectators Chapter Summary

Participating and Spectating Sport participation and sport spectating are often mistakenly combined statistically and anecdotally. They’re not the same thing. There is a large difference between participating and viewing. Important: Participants are more likely to be spectators, but spectators are not necessarily more likely to be participants.

Who Participates? About 65% of Americans participate in recreational activities (CDC, 2010). But elite sport drives media coverage. High-performance vs. participation athletes (continued)

Who Participates? (continued) Discussion: Do extrinsic or intrinsic rewards typically drive these participants? –Youth –High school varsity –College varsity –Professional –Masters –Adult recreation

Factors Affecting Sport Participation Pursuit of excellence Recreation (tug of war between elite and recreational athletes) Commercial sponsors Ability to modify game (continued)

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

Discussion What influences sport participation?

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

Demographic Influences Geography Climate Age Gender Socioeconomic class

Table 3.1 See table 3.1 on pages for a summary of Sporting Goods Manufacturers Association’s (2010) participant data for ages 6 and up.

Activities With Greatest Growth in Participation Top 5 activities (in statistical growth) since 2000 according to SGMA, 2009: 1. Pilates training, 456% growth 2. Elliptical trainer, 259% 3. Lacrosse, 131% 4. Table tennis, 52% 5. Stretching, 48%

Top Participant Sports Top 5 sports (in millions) according to SGMA, 2008: 1. Basketball, 25,961 participants 2. Soccer, 17, Tennis, 16, Baseball, 16, Volleyball (all types), 15,844

Discussion What assertions can you make about the trends in sport and activity participation over the past decade in the United States?

Concerns About Youth Sport Participation Exercise patterns of American youth are declining, especially in teens (SGMA, 2008). At age 9, children average about three hours of moderate to vigorous physical activity on weekdays and weekends. By age 15, they average 49 minutes per weekday and 35 minutes on weekends (NIH, 2008).

Factors in Decline of Youth Sport Participation More screen time Decline in recess and physical education Decline in pickup games Rise in one-sport specialization and elite teams Discussion: How do you think these trends could be reversed? Why have extreme sports been on the rise?

Sport Spectators Steady increase since 1920s Live event viewing continuing to increase Largest growth is in media spectatorship (television and Internet) Discussion: Social and economic statuses are influences, just as with participation. But how do viewing motivations change for live vs. through the media?

Influences on Sport Spectatorship Social and economic class –Event attendance can cost US$100-$200 for family –High SES: polo, yachting, sailing, racing –Middle SES: tennis, golf, sailing, skiing (continued)

Influences on Sport Spectatorship (continued) Social and economic class –Low SES: auto racing, wrestling, bowling, boxing –College sports are watched by college graduates –Baseball and football cross social classes

Percentage of Americans Who Are Fans Professional football: 64% College football: 54% Professional baseball: 41% Figure skating: 41% College basketball: 38% See table 3.3 on page 45 for gender breakdown

In-Person Attendance See table 3.4 on page 45 for data on in- person attendance at sporting events. Discussion: Compare fan-base data and table 3.4. Why have most sports shown a decline in number of people who consider themselves fans, while in-person attendance has grown dramatically in the past quarter century?

Marketing Sport Opportunities to globalize sport marketing are growing. Companies carefully research historical and potential participants to reach audiences. Sponsors match product to spectator. Discussion: What factors determine who endorses a product and how that endorsement is presented?