2018年职业体育商业竞争格局（英文版）_21页_1mb

Summary of "The Commercial Competitive Landscape of Professional Sports in 2018"

Core Content

This white paper by Euromonitor International explores the evolving commercial landscape of professional sports in 2018, emphasizing the role of technology, consumer behavior, and strategic partnerships in driving growth and success. It outlines key trends and case studies across various sports and regions, highlighting the interplay between sports performance, fan engagement, and revenue generation.

Main Points

1. The Business of Professional Sports

• The business of professional sports is rapidly evolving due to technological advances and the consumer shift towards "experiential" engagement over "material" consumption.
• Match-day experience and spend remain foundational to commercial success.
• Empty stadiums represent missed opportunities for revenue and fan engagement.
• Social media and digital platforms are becoming increasingly important for team valuation and global reach.

2. New Value Creation

• NHL in China: The NHL aimed to develop an ice hockey culture in China, but faced challenges due to lack of local engagement. The 2017 China games were a first step, with potential for growth as the Chinese middle class expands.
• MLS in Miami: The potential for an MLS team in Miami was highlighted by David Beckham, leveraging the city's large Hispanic population and the success of the El Clásico event, which drew significant attendance and media attention.
• Indian Super League (ISL): The ISL was launched to grow football in India, competing with the dominant Indian Premier League (IPL). Despite initial challenges, the league has attracted notable investors, suggesting a promising future.
• Oakland Raiders to Las Vegas: The relocation of the Raiders to Las Vegas was driven by the need for revenue growth and infrastructure. The move aims to capitalize on the city's tourism potential and expand the franchise's digital and commercial reach.
• OTT and Digital Broadcasting: The rise of over-the-top (OTT) media services is transforming how fans engage with sports. Platforms like Twitter, YouTube, and Facebook are investing in short-form content and live streaming, enhancing digital engagement and creating new revenue streams.

3. Absorbing Existing Value

• European Football and Financial Fair Play (FFP): FFP regulations have forced clubs to focus on maximizing existing revenue streams while balancing financial sustainability with competitive performance.
• Super Bowl LII: Despite social justice protests, the Super Bowl remains a dominant commercial event, with rising ticket prices and significant advertising revenue. Digital engagement, such as snackable content and short-form ads, is enhancing its global appeal and commercial value.

Key Information

• Match-day Revenue: Crucial for assessing the commercial health of sports teams and leagues. High attendance and revenue indicate a strong fan base and market appeal.
• Social Media Impact: Strong social media presence is a key driver of fan engagement and team valuation. It helps in creating and sustaining interest in sports and leagues.
• Digital Transformation: The shift to digital platforms and OTT services is enabling broader audience reach and new revenue opportunities. Live streaming and short-form content are central to this transformation.
• Market Expansion: Professional sports leagues are increasingly looking to expand into new markets, such as China and India, where growing middle classes and digital engagement present significant opportunities.
• Strategic Relocations: Teams like the Oakland Raiders are relocating to capitalize on new revenue potential, especially in cities with strong tourism and infrastructure, like Las Vegas.

Conclusion

Professional sports leagues must focus on creating and sustaining a compelling product that appeals to fans both physically and digitally. The commercial success of sports is closely tied to their ability to generate and maintain fan loyalty, which in turn drives revenue and partnership opportunities. The future of professional sports will be shaped by strategic use of data, technology, and global market trends.

How Euromonitor International Can Help

• Euromonitor International provides comprehensive market intelligence and strategic analysis for professional sports.
• The Passport Sports database offers insights into match-day revenue, digital footprints, and commercial partnerships across global sports entities.
• It enables stakeholders to benchmark performance, identify growth opportunities, and make informed decisions based on data-driven analysis.