This report from Key Note provides a broad overview of sport in the UK. This covers consumer activity: participation in sports (and fitness activities); and the purchasing of sports goods. In addition to the conventional market analysis chapters (Sports Clothing & Footwear, Sports Equipment and Sports Retailing) there are chapters covering sports organisations and facilities (including the public-sector contribution), and a chapter entitled Professional Sport: Spectating, Sponsorship and Media Coverage. Participation is divided into two chapters to reflect the growing gulf between competitive sports and health and fitness.
UK Consumers spent £10bn on sport in 2008, this expenditure covered club memberships, sportswear, personal equipment and the cost of watching live sport. The £10bn figure only accounts for 1% of total consumer spending (i.e. of the average household budget) and the market has been shrinking during the recession. According to Key Note, this relatively low level of spending is due to several factors, including a switch away from competitive sports, which tend to be more expensive, and move towards `pure' fitness activities e.g. swimming, running or fitness classes in local leisure centres — which cost less.
The full report is available to current London Business School staff, students and faculty from Key Note Online which can be found on the A-Z list of library databases via Portal.
Photo from Creative Commons: Flickr: Kizette