1. Chapter 3 Participants Versus Spectators

2. 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

3. 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

4. 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.

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

6. 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.

7. 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.

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

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

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

11. Demographic Influences
Geography
Climate
Age
Gender
Socioeconomic class

12. 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).

13. Fitness Trends Aerobics Running and jogging Stationary cycling
Treadmill use
Yoga

14. 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?

15. 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.

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

17. 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).

18. 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)

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

20. Discussion
How is SES related to sport spectatorship?

21. 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.

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

23. 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.