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 road running events in the Netherlands) in 2008/2009
In-depth interviews (N=25 participants in Utrecht Marathon)
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, Boston Marathon, 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 Germany
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 (Belgium)
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 Denmark 99260 2 JP Morgan Corporate Challenge Frankfurt Germany 81091
3 Carrera El Corte Ingles Spain 55000
4 Goteborgsvarvet Sweden 50000
5 Volate a Peu Spain 43000
6 Great North Run UK 40000
Dublin Marathon Ireland 40000
8 Real Berlin 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?