chapter
3
Participants
Versus Spectators
Chapter Outline
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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
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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
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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 inperson 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