European Athletics

and the

Mass Participation Event Market

Prof. dr Maarten van Bottenburg Professor of sport development and sport governance Utrecht School of Governance Introduction Structure

1. Introduction 2. Methodology 3. Trends 4. Size of the market 5. Policy strategies 6. Conclusions 2. Methodology

 Secondary analysis of longitudinal datasets of Dutch population surveys (N=12,000; N=1,000) in 2005

 Stratified, disproportional survey of Dutch population (N=1,000 non-runners; N=1,300 runners) in 2005

 Post race surveys (N=54,778 participants of ten biggest events in the ) in 2008/2009

 In-depth interviews (N=25 participants in Utrecht )

 International-comparative analysis of marathon participation data

 Mass Participation Event Questionnair (N=47 out of 50 member federations of European Athletics) in 2009 3. Trends: a flashback

• Katherine Switzer, Boston, late 1960s 3. Trends: two waves of running (Boston)

Entrants, , 1950-2008 (excl the centennial race of 1996 w ith 38,708 participants) Source: w w w .bostonmarathon.org

30000

25000

20000

15000

10000

5000

0

1950 1954 1958 1962 1966 1970 1974 1978 1982 1986 1990 1994 1998 2002 2006 3. Trends: two waves of running Europe

Marathon finishers in Europe, 1970-2005 Source: calculation based on www.arrs.net (Scheerder & Van Bottenburg 2009)

500000

450000

400000

350000

300000

250000

200000

150000

100000

50000

0 1970 1975 1980 1985 1990 1995 2000 2005 3. Trends: two waves of running

Bron: Scheerder & van Bottenburg (2009: 63) 3. Trends: two waves of running: The Netherlands

Percentage of Dutch population participating in running/jogging (1979-2007) Source: AVO (SCP 2008)

20 18 16 14 12 10

8 Percentage 6 4 2 0 1979 1983 1987 1991 1995 1999 2003 2007 3. Trends: two waves of running: Flanders ()

Percentage of Flemish population participating in running/jogging (1969-2007)

12

10

8

6

4

2

0 1969 1979 1989 1999 2007

Bron: Scheerder 2009 3. Trends

REGION

Western Northern Western Southern Eastern Asian Europe Europe Europe Europe Europe Total The number of people participating has increased substantially 5 5 3 1 2 16 The number of people participating has 2 3 8 8 3 24 increased slightly The number of people participating has 1 0 1 0 0 2 been stable The number of people participating has decreased slightly 0 1 1 1 0 3 The number of people participating has decreased substantially 0 0 0 0 0 0

Total 8 9 13 10 5 45 3. Trends

REGION Western Northern Western Southern Eastern Asian Europe Europe Europe Europe Europe Total The number of road running events has increased 3 2 1 2 2 10 substantially The number of road running events has increased slightly 4 3 7 5 3 22

The number of road running events has been stable 1 3 5 3 0 12

The number of road running events has decreased slightly 0 1 0 0 0 1

The number of road running events has decreased 0 0 0 0 0 0 substantially Total 8 9 13 10 5 45 3. Trends

Source: Asics 2009 3. Trends

Men-women ratio of participants in running and jogging in Flanders, Belgium, 1969-2007 Source: Scheerder 2009

100% 11,6 90% 27,1 32,3 38,8 80% 43,5 70% 60% Women 50% 88,4 Men 40% 72,9 67,7 61,2 30% 56,5 20% 10% 0% 1969 1979 1989 1999 2007 3. Trends

Source: Asics 2009 4. Size of the market

Road running event Country Participants

1 DHL Stafetten 99260 2 JP Morgan Corporate Challenge Frankfurt Germany 81091

3 Carrera El Corte Ingles 55000

4 Goteborgsvarvet Sweden 50000

5 Volate a Peu Spain 43000

6 Great North Run UK 40000

Dublin Marathon Ireland 40000

8 Real Marathon Germany 35000

Lidingo Loppet Sweden 35000

Dam tot Damloop Nederland 35000 Entrants 25 biggest road running evens in the Netherlands, 2000-2005 (Source: ChampionChip Nederland, road running event organisations)

180000

160000

140000

120000

100000 60% growth

80000

60000

40000

Total number of participants of number Total (entrants) 20000

0 2000 2001 2002 2003 2004 2005 Number of participants at the seven biggest Mass Participation Running Events in the Netherlands, 2005 - 2008

60000 169525 2008

50000

40000

131591 +29% 2005 30000 2005 2008

20000

5000010000 70000 90000 110000 130000 150000 170000

0 A B C D E F G H I J Running as their main sport: 1.3 million Dutch running market Athletic club Runners: Participants members: 120.000 in running events: 120,000 mensen 3.9 million 17.000 1.3 million 100% 1.560.000 90% Potential running market: 2.200.000 80% 7 million

70% 1.900.000

60% 1.200.000 Non-runners, 50% 2.200.000 interested in

40% taking up running: 3.1 million 30% 5.900.000 Frequent runners, club members 20% Occasional runners, club members 10% Frequent runners, no clubmembership

0% Occasional runners, no clubmembership Total population (≥6j): Non-runners, ever, interested Non-runners, never, interested 15 million Non-runners, ever, no interest anymore Non-runners, never, no interest 4. Size of the market the market share of the VAL (Flanders, Belgium)

500.000

450.000 loopsporters

400.000 actieve VAL-leden 350.000

300.000

250.000

200.000

Aantal loopsporters 150.000

100.000

50.000

0

1969 1971 1973 1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007

Bron: Scheerder (2009: 99) 5. Policy Strategies

Has your federation changed its policy over the last ten years in anticipation of - or in reaction to - changes in the road running market?

Yes No Don't know Total Northern Europe 8 0 8

Western Europe 7 2 9

Southern Europe 5 8 13

Eastern Europe 5 4 1 10 Western Asian Europe 3 2 5

Total 28 16 1 45 5. Policy Strategies

Has your federation changed its policy over the last ten years in anticipation of - or in reaction to - changes in the road running market?

Yes No Don't know Participation in road running has increased substantially 14 1 1

Participation in road running has increased slightly 11 13 0

Participation in road running has been stable 1 1 0

Participation in road running has decreased slightly 2 1 0

Participation in road running has decreased substantially 0 0 0 5. Policy Strategies

Has your federation changed its policy over the last ten years in anticipation of - or in reaction to - changes in the road running market?

Yes No Don't know The number of road running events has increased 10 0 0 substantially The number of road running events has increased slightly 13 9 0

The number of road running events has been stable 4 7 1

The number of road running events has decreased slightly 1 0 0

The number of road running events has decreased 0 0 0 substantially 5. Policy Strategies

Is your federation actively striving to change this relationship?

Yes No Don't know Relationship The relationship is very good 0 7 1 between federation and The relationship is good but it organisations that could be better 18 1 4 are in charge of popular mass There is a relationship but it participation road could be much improved 4 4 running events There is no relationship 0 1 6. Conclusions 6. Conclusions

• The running market is booming (for the second time)

• The membership figures of athletic federations are rising

• Nevertheless, their market share is decreasing

• Many athletic federations have changed their policy • New categories / types of membership • More cooperation with partners in the running market • More and better marketing information

• Two strategies • Promotion of running to enlarge the market • Encourage runners to join clubs to increase the market share

• By no means an easy job! Thanks! Questions?