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Driving Business Through Sport 2 Part One

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Driving Business Through Sport 2 Part One DRIVING BUSINESS THROUGH SPORT 2 PART ONE EUROPEAN SPORTS MARKETING DATA SIMON RINES ADDITIONAL RESEARCH BY HEATHER MILLER A Management Report published and distributed by International Marketing Reports Ltd Suite 7 33 Chapel Street Buckfastleigh TQ11 0AB UK Telephone: 44 (0) 1364 642224 www.imrsponsorship.com [email protected] Copyright 2007 by International Marketing Reports Ltd All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, photocopying or otherwise, without the prior permission of the publisher and copyright owner. While every effort has been made to ensure accuracy of the information, advice and comment in this publication, the publisher cannot accept responsibility for any errors. The views expressed in this report are not necessarily those of the publisher. 2 THE AUTHOR Simon Rines has worked in the marketing communications industry for more than 20 years. He is author of the highly acclaimed and best selling report Driving Business Through Sport (edition one) and co-author of Football Sponsorship & Commerce. He is publisher of The International Journal of Sports Marketing & Sponsorship and is a regular commentator on the sponsorship industry at international events and in the media. He has had articles published in Sport Business, Hollis Sponsorship Newsletter, Marketing Week, Marketing, Campaign, Sunday Business, The Daily Telegraph, Marketing Director International, Marketing Business, Sales Promotion and Incentive Today. ACKNOWLEDGEMENTS The publishers would like to thank the following organisations for their assistance in producing this report. BMRB Cision Eurodata IFM Nielsen NetRatings SPORTFIVE Sports Marketing Surveys 3 TABLE OF CONTENTS 4 EXECUTIVE SUMMARY ..................................................................................................... 15 Growth .............................................................................................................................. 15 Maturity ............................................................................................................................. 15 Cross Border Differences ................................................................................................. 15 Industry Sector Analysis ................................................................................................... 16 Sports Popularity .............................................................................................................. 17 SECTION ONE: SPONSORSHIP ........................................................................................ 18 Global Sponsorship Expenditure ...................................................................................... 18 Sponsorship in Europe ..................................................................................................... 20 Sport Sponsorship Analysis ............................................................................................. 23 Sponsorship by Industry Sector ....................................................................................... 27 The Origin of Sponsorship Expenditure ........................................................................... 33 Top Five European Markets ............................................................................................. 37 France ........................................................................................................................... 37 Germany ....................................................................................................................... 40 Italy ............................................................................................................................... 43 Spain ............................................................................................................................. 46 UK ................................................................................................................................. 49 Sponsorship by Sport ....................................................................................................... 52 Football ......................................................................................................................... 52 Motorsports ................................................................................................................... 72 Athletics ........................................................................................................................ 95 Basketball ................................................................................................................... 100 Cricket ......................................................................................................................... 103 Cycling ........................................................................................................................ 113 Golf ............................................................................................................................. 117 Olympic Games .......................................................................................................... 125 Rugby Union ............................................................................................................... 127 Sailing ......................................................................................................................... 138 Tennis ......................................................................................................................... 147 SECTION TWO. SPORT ON TELEVISION IN EUROPE ................................................ 159 Rights holders television reports .................................................................................... 159 Background Data ............................................................................................................ 159 Austria ............................................................................................................................ 161 Belgium North ................................................................................................................. 164 Belgium South ................................................................................................................ 167 Denmark ......................................................................................................................... 170 Finland ............................................................................................................................ 174 France ............................................................................................................................ 177 Germany ......................................................................................................................... 181 Greece ............................................................................................................................ 185 Italy ................................................................................................................................. 187 The Netherlands ............................................................................................................. 191 Norway ........................................................................................................................... 195 Poland ............................................................................................................................ 198 Portugal .......................................................................................................................... 202 Spain .............................................................................................................................. 205 Sweden ........................................................................................................................... 210 Switzerland ..................................................................................................................... 215 United Kingdom .............................................................................................................. 223 Broadcast Rights ............................................................................................................ 228 Football ....................................................................................................................... 228 Motorsport ................................................................................................................... 241 Athletics ...................................................................................................................... 247 Basketball ................................................................................................................... 249 4 Cricket ......................................................................................................................... 250 Cycling ........................................................................................................................ 250 Equestrian ................................................................................................................... 252 Golf ............................................................................................................................. 252 Horse Racing .............................................................................................................
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