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 Sponsorship & Commerce.

He is publisher of The International Journal of Sports Marketing & Sponsorship and is a regular commentator 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

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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 ...... 20 Sport Sponsorship Analysis ...... 23 Sponsorship by Industry Sector ...... 27 The Origin of Sponsorship Expenditure ...... 33 Top Five European Markets ...... 37 ...... 37 ...... 40 ...... 43 ...... 46 UK ...... 49 Sponsorship by Sport ...... 52 Football ...... 52 ...... 72 Athletics ...... 95 ...... 100 ...... 103 Cycling ...... 113 ...... 117 Olympic Games ...... 125 ...... 127 ...... 138 ...... 147

SECTION TWO. SPORT ON TELEVISION IN EUROPE ...... 159 Rights holders television reports ...... 159 Background Data ...... 159 Austria ...... 161 North ...... 164 Belgium South ...... 167 ...... 170 ...... 174 France ...... 177 Germany ...... 181 Greece ...... 185 Italy ...... 187 The ...... 191 Norway ...... 195 ...... 198 ...... 202 Spain ...... 205 ...... 210 ...... 215 ...... 223

Broadcast Rights ...... 228 Football ...... 228 ...... 241 Athletics ...... 247 Basketball ...... 249

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Cricket ...... 250 Cycling ...... 250 Equestrian ...... 252 Golf ...... 252 Horse Racing ...... 255 Olympic Games ...... 256 Rugby Union ...... 257 Sailing ...... 259 ...... 260 Tennis ...... 260 ...... 264 Winter Sports ...... 264

SECTION THREE. SPORTS PRINT MEDIA IN EUROPE ...... 267 The Press as an indicator of sports popularity ...... 267 The Press as an opportunity for sponsorship activation ...... 267 Analysis of Europe‟s Sports Press ...... 268 Analysis by country ...... 269 Sport on the Internet ...... 335

SECTION FOUR. THE POPULARITY OF ...... 338 Popularity by Sport ...... 339 European Sports Popularity by Country...... 341 France ...... 342 Germany ...... 348 Great Britain ...... 354 Greece ...... 360 Italy ...... 363 Poland ...... 368 Spain ...... 372 Sweden ...... 378

SECTION FIVE. LIVE SPORTS ATTENDANCE IN EUROPE ...... 380 Football ...... 380 Motorsport ...... 394 Cricket ...... 397 Golf ...... 398 (Germany) ...... 398 Olympic Games ...... 398 ...... 399 Rugby Union ...... 399 Tennis ...... 400 ...... 400

REFERENCE ...... 402

TABLE OF CHARTS AND TABLES

Chart 1.1 Global Sponsorship Expenditure – Sports, Arts, Other, 1990 - 2007 ...... 18 Chart 1.2. Regional Sponsorship Expenditure 2000/2007 – Sports, Arts,Other ...... 19 Chart 1.3. Regional Sponsorship Expenditure by Percentage 2007 ...... 20 Table 1.1. European Sponsorship Market Value by Country 2000/2007 ...... 21 Chart 1.4. European Sponsorship Industry Market Share 2007 ...... 21 Chart 1.5. Gross Domestic Product of European Countries by Relative Percentage 2006 .... 22 Chart 1.6. European Sponsorship by Category – No of Deals 2000 and 2007 ...... 22 Chart 1.7. European Sponsorship by Category – Value of Deals 2000 and 2007 ...... 23 Chart 1.8. European Sport Sponsorship Value by Sport 2007 ...... 23 Chart 1.9. European Sport Sponsorship Value by Sport (%) 2007 ...... 25 Chart 1.10. Sports Popularity Compared to Sponsorship Income in Europe (%) ...... 25 Chart 1.11. European Sports Sponsorship Deals by Type 2007 ...... 27

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Chart 1.12. European Sports Sponsorship by Industry Sector – No of Deals ...... 28 Chart 1.13. European Sports Sponsorship by Industry Sector – Value of Deals ...... 29 Chart 1.14. Sponsorship by Industry Sector– Major International Events by No of Deals ...... 31 Chart 1.15. Sponsorship by Industry Sector– Major International Events by Value of Deals . 32 Chart 1.16. Origin of European Sports Sponsors Excluding Top 5 European Markets ...... 33 Chart 1.17. Origin of Sponsors – Major International Events by Number of Deals ...... 34 Chart 1.18. Origin of Sponsors – Major International Events by Value of Deals ...... 34 Table 1.2a. Europe‟s Top Sponsorsing Companies ...... 36 Table 1.2b. Europe‟s Top Sponsoring Companies...... 37 Chart 1.19. Sponsorship by Industry Sector – Number of Deals - France ...... 37 Chart 1.20. Sponsorship Spend By Industry Sector –Value Of Deals - France ...... 38 Chart 1.21. Sponsorship Expenditure by Sport - France...... 39 Chart 1.22. Origin of Sponsorship Expenditure - France ...... 39 Chart 1.23. Sponsorship By Industry Sector – Number Of Deals - Germany ...... 40 Chart 1.24. Sponsorship By Industry Sector –Value Of Deals - Germany ...... 41 Chart 1.25. Sponsorship Expenditure by Sport - Germany ...... 41 Chart 1.26. Origin of Sponsorship Expenditure – Germany ...... 42 Chart 1.27. Sponsorship by Industry Sector – Number Of Deals - Italy ...... 43 Chart 1.28. Sponsorship by Industry Sector –Value Of Deals - Italy ...... 44 Chart 1.29. Sponsorship Expenditure by Sport – Italy ...... 44 Chart 1.30. Origin of Sponsorship Expenditure – Italy ...... 45 Chart 1.31. Sponsorship by Industry Sector – Number of Deals - Spain ...... 46 Chart 1.32. Sponsorship by Industry Sector – Value of Deals - Spain ...... 47 Chart 1.33. Sponsorship Expenditure by Sport – Spain ...... 48 Chart 1.34. Origin of Sponsorship Expenditure –Spain ...... 48 Chart 1.35. Sponsorship by Industry Sector – Number of Deals – UK ...... 49 Chart 1.36. Sponsorship by Industry Sector – Value of Deals – UK ...... 50 Chart 1.37. Sponsorship Expenditure by Sport – UK ...... 51 Chart 1.38. Origin of Sponsorship Expenditure – UK ...... 51 Chart 1.39. European Football Sponsorship by Number of Deals ...... 52 Chart 1.40. European Football Sponsorship by Value of Deals ...... 53 Table 1.3. FIFA / UEFA International Football Competition Sponsorship Deals ...... 54 Table 1.4. UEFA Club Competition Sponsorship Deals ...... 55 Table 1.5. English Football Governing Bodies Sponsorship Deals ...... 56 Table 1.6. French / German Football Governing Bodies Sponsorship Deals ...... 57 Table 1.7. Italian / Spanish Football Governing Bodies Sponsorship Deals ...... 58 Table 1.8. Scottish / Welsh / Irish Football Governing Bodies Sponsorship Deals ...... 59 Table 1.9. Miscellaneous European Football Governing Bodies Sponsorship Deals ...... 60 Table 1.10. English Premiership Clubs – Primary Sponsorship Deals ...... 61 Table 1.11. English League Clubs – Primary Sponsorship Deals ...... 62 Table 1.12. French La Ligue Clubs – Primary Sponsorship Deals ...... 63 Table 1.13. German Clubs – Primary Sponsorship Deals ...... 64 Table 1.14. Italian Clubs – Primary Sponsorship Deals ...... 65 Table 1.15. Spanish Clubs – Primary Sponsorship Deals ...... 66 Table 1.16. Scotland SPL / League Clubs – Primary Sponsorship Deals ...... 67 Table 1.17. Miscellaneous European League Clubs – Primary Sponsorship Deals ...... 67 Table 1.18 European Team Kit Supplier Deals ...... 68 Table 1.19 English Domestic Clubs - Kit Supplier Deals...... 68 Table 1.20. French / German Domestic Clubs - Kit Supplier Deals ...... 69 Table 1.21. Italian / Spanish Domestic Clubs - Kit Supplier Deals ...... 70 Table 1.22. Scottish Domestic Clubs - Kit Supplier Deals ...... 71 Chart 1.41. Motorsport Sponsorship in Europe by Number of Deals ...... 72 Chart 1.42. Motorsport Sponsorship in Europe by Value of Deals ...... 73 Table 1.23. Sponsors 2007 - ...... 75 Table 1.24 Formula One Sponsors 2007 - Ferrari ...... 76 Table 1.25. Formula One Sponsors 2007 - McLaren ...... 77 Table 1.26 Formula One Sponsors 2007 – BMW Sauber ...... 78 Table 1.27. Formula One Sponsors 2007 – ...... 79 Table 1.28. Formula One Sponsors 2007 - Toyota ...... 80 Table 1.29. Formula One Sponsors 2007 – Red Bull / ...... 81

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Table 1.30. Formula One Sponsors 2007 - Williams ...... 82 Table 1.31. Formula One Sponsors 2007 - Spyker ...... 83 Table 1.32. Formula One Sponsors 2007 – Spyker / Super Aguri ...... 84 Table 1.33. Formula One Grand Prix Circuit Sponsors 2007 ...... 85 Table 1.34. MotoGP Sponsors 2007 – Title and Ducati ...... 86 Table 1.35. MotoGP Sponsors 2007 –Ducati/ Fiat Yamaha / Repsol Honda ...... 87 Table 1.36. MotoGP Sponsors 2007 – Konica Minolta / Yamaha Tech 3 ...... 88 Table 1.37. MotoGP Sponsors 2007 – Rizla Suzuki / Kawasaki ...... 89 Table 1.38. MotoGP Sponsors 2007 – Team Roberts / Pramac D‟Antin ...... 90 Table 1.39. MotoGP Sponsors 2007 – Pramac D‟Antin / Ilmor / Gresini Honda ...... 91 Table 1.40. MotoGP Sponsors 2007 – LCR Honda / Circuit Sponsors...... 92 Table 1.41. Le Mans / DTM Sponsors 2007 ...... 93 Table 1.42. WTCC / WRC Sponsors 2007 ...... 94 Chart 1.43. European Athletics Sponsorship by Number of Deals ...... 95 Chart 1.44. European Athletics Sponsorship by Value of Deals ...... 96 Table 1.43. IAAF / EAA / UK Athletics Sponsors ...... 97 Table 1.44. UK Athletics / DLV / Fidal / FFA / RFEA Sponsors ...... 98 Table 1.45. / Berlin / Marathon Sponosrs ...... 99 Chart 1.45. European Basketball Sponsorship by Number of Deals ...... 100 Chart 1.46. European Basketball Sponsorship by Value of Deals ...... 100 Table 1.46. FIBA / ULEB / ACB Basketball Sponsors ...... 101 Table 1.47. FEB / HEBA / Bundesliga / FIP Basketball Sponsors ...... 102 Chart 1.47. Cricket Sponsorship by Number of Deals...... 103 Chart 1.48. Cricket Sponsorship by Value of Deals ...... 104 Table 1.48. ICC / ECB Cricket Sponsorship ...... 105 Table 1.49. ECB Cricket Sponsorship (2) ...... 106 Table 1.50. County Cricket Sponsorship – Surrey / ...... 107 Table 1.51. County Cricket Sponsorship – Essex / Sussex ...... 108 Table 1.52. County Cricket Sponsorship – Sussex / Glm‟g‟ / Gloucs ...... 109 Table 1.53. County Cricket Sponsorship – Gloucs / Durham / Lancs / Kent ...... 110 Table 1.54. County Cricket Sponsorship – / Worcs / Hants / Northants / Derbyshire ...... 111 Table 1.55. County Cricket Sponsorship – Somerset / Middx / Notts / Warcs / Leics ...... 112 Chart 1.49. European Cycling Sponsorship by Number of Deals ...... 113 Chart 1.50. European Cycling Sponsorship by Value of Deals ...... 114 Table 1.56. Cycling Sponsorship - Tour de France ...... 115 Table 1.57. Cycling Sponsorship – UCI Teams ...... 116 Chart 1.51. European Golf Sponsorship by Number of Deals ...... 117 Chart 1.52. European Golf Sponsorship by Value of Deals ...... 118 Table 1.58. Golf Sponsorship - Events ...... 119 Table 1.59. Golf Sponsorship – Events 2 ...... 120 Table 1.60. Golf Sponsorship – Events 3 ...... 121 Table 1.61. Golf Sponsorship – Events 4 ...... 122 Table 1.62. Golf Sponsorship – Events 5 ...... 123 Table 1.63. Golf Sponsorship – Events 6 ...... 124 Table 1.64. Golf Sponsorship – Individual Endorsements ...... 124 Table 1.65. Olympic Games Sponsors ...... 125 Table 1.66. Rugby League Sponsors ...... 126 Chart 1.53. European Rugby Union Sponsorship by Number of Deals ...... 127 Chart 1.54. European Rugby Union Sponsorship by Value of Deals ...... 128 Table 1.67. Rugby Union – IRB Sponsors ...... 129 Table 1.68. Rugby Union – IRB / ERC / RFU Sponsors ...... 130 Table 1.69. Rugby Union – RFU / Premier Rugby Sponsors ...... 131 Table 1.70. Rugby Union –FFR / LNR Sponsors ...... 132 Table 1.71. Rugby Union –Irish RFU Sponsors ...... 133 Table 1.72. Rugby Union –Scottish Rugby / WRU Sponsors ...... 134 Table 1.73. Rugby Union –FIR / LIRE / Celtic League Sponsors ...... 135 Table 1.74. Rugby Union – Guinness Premiership / Club Sponsors ...... 136 Table 1.75. Rugby Union – Super 10 / Celtic League Club Team Sponsors ...... 137 Chart 1.55. European Sailing Sponsorship by Number of Deals ...... 138 Chart 1.56. European Sailing Sponsorship by Value of Deals ...... 139

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Table 1.76. Sailing - America‟s Cup Sponsors ...... 140 Table 1.77. Sailing - America‟s Cup Sponsors 2 ...... 141 Table 1.78. Sailing - America‟s Cup Sponsors 3 ...... 142 Table 1.79. Sailing - Vendee Globe / Sponsors ...... 143 Table 1.80. Sailing - Velux 5 Oceans Race / Volvo Ocean Race Sponsors ...... 144 Table 1.81. Sailing - Volvo Ocean Race / Misc Sponsors ...... 145 Table 1.82. Snooker Sponsorship ...... 146 Table 1.83. Horse Racing Sponsorship ...... 146 Chart 1.57. European Tennis Sponsorship by Number of Deals ...... 147 Chart 1.58. European Tennis Sponsorship by Value of Deals ...... 148 Table 1.84. Tennis - ATP / WTA / ITF Sponsorship ...... 149 Table 1.85. Tennis – ITF / Wimbledon Sponsorship ...... 150 Table 1.86. Tennis Wimbledon / FFT Sponsorship ...... 151 Table 1.87. Tennis –FFT / / FIT Sponsorship ...... 152 Table 1.88. Tennis – Individual Endorsements ...... 153 Table 1.89. Winter Sports Sponsorship ...... 154 Table 1.90. Naming Rights Sponsorship 1 ...... 155 Table 1.91. Naming Rights Sponsorship 2 ...... 156 Table 1.92. Naming Rights Sponsorship 3 ...... 157 Table 1.93. Naming Rights Sponsorship 4 ...... 158

Table 2.1. Top Ten Sports Broadcasts Austria 2005 ...... 161 Chart 2.1. Top 100 Sports Broadcasts Analysis – 2003-05 Austria ...... 162 Table 2.2. TV Universe Analysis – Austria ...... 162 Chart 2.2. TV Market Share by Channel – Austria 2005 ...... 163 Table 2.3. Average Viewing, Universe Size , Panel Analysis – Austria ...... 163 Table 2.4. Top Ten Sports Broadcasts Belgium North 2005 ...... 164 Chart 2.3. Top 100 Sports Broadcasts Analysis – 2003-05 Belgium North ...... 164 Table 2.5. TV Universe Analysis – Belgium North ...... 165 Chart 2.4. TV Market Share by Channel –Belgium North 2005 ...... 166 Table 2.6. Average Viewing, Universe Size , Panel Analysis – Belgium (N) ...... 166 Table 2.7. Top Ten Sports Broadcasts Belgium South 2005 ...... 167 Chart 2.5. Top 100 Sports Broadcasts Analysis – 2003-05 Belgium South ...... 167 Table 2.8. TV Universe Analysis – Belgium South ...... 168 Chart 2.6. TV Market Share by Channel – Belgium South 2005 ...... 169 Table 2.9. Average Viewing, Universe Size, Panel Analysis – Belgium (S) ...... 169 Table 2.10. Top Ten Sports Broadcasts Denmark 2005 ...... 170 Chart 2.7. Top 100 Sports Broadcasts Analysis – 2003-05 - Denmark ...... 171 Table 2.11.TV Universe Analysis – Denmark ...... 172 Chart 2.8. TV Market Share by Channel –Denmark 2005 ...... 172 Table 2.11a.TV Universe Analysis - Denmark ...... 173 Table 2.12. Average Viewing, Universe Size, Panel Analysis – Denmark ...... 173 Table 2.13. Top Ten Sports Broadcasts Finland 2005 ...... 174 Chart 2.9. Top 100 Sports Broadcasts Analysis – 2003-05 - Finland ...... 175 Table 2.14. TV Universe Analysis - Finland ...... 176 Chart 2.10. TV Market Share by Channel – Finland 2005 ...... 176 Table 2.15. Average Viewing, Universe Size, Panel Analysis – Finland ...... 176 Table 2.16. Top Ten Sports Broadcasts France 2005 ...... 177 Chart 2.11. Top 100 Sports Broadcasts Analysis – 2003-05 – France ...... 178 Table 2.17.TV Universe Analysis - France ...... 178 Chart 2.12. TV Market Share by Channel – France 2005 ...... 179 Chart 2.13. Favoured Sports on TV by Declared Preference (%) - France ...... 179 Table 2.18. Average Viewing, Universe Size, Panel Analysis – France ...... 180 Table 2.19. Top 100 Sports Broadcasts Germany 2005 ...... 181 Table 2.19a. Top 100 Sports Broadcasts Germany 2005 ...... 182 Chart 2.14. Top 100 Sports Broadcasts Analysis – 2005 - Germany ...... 183 Chart 2.15. Favoured Sports on TV by Declared Preference (%) - Germany ...... 183 Table 2.20.TV Universe Analysis – Germany 2006 ...... 184 Table 2.21. Top Ten Sports Broadcasts Greece 2005 ...... 185 Table 2.22. TV Universe Analysis - Greece ...... 186

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Chart 2.16. TV Market Share by Channel – Greece 2005 ...... 186 Table 2.23. Average Viewing, Universe Size , Panel Analysis – Greece ...... 186 Table 2.24. Top Ten Sports Broadcasts Italy 2005 ...... 187 Chart 2.17. Top 100 Sports Broadcasts Analysis 2003-05 – Italy ...... 188 Table 2.25. TV Universe Analysis - Italy ...... 189 Chart 2.18. TV Market Share by Channel – Italy 2005...... 189 Chart 2.19. Favoured Sports On TV By Declared Preference (%) - Italy ...... 190 Table 2.26. Average Viewing, Universe Size , Panel Analysis – Italy ...... 190 Table 2.27. Top Ten Sports Broadcasts The Netherlands 2005 ...... 191 Chart 2.20. Top 100 Sports Broadcasts Analysis 2003-05 – The Netherlands ...... 192 Table 2.28. TV Universe Analysis – The Netherlands...... 193 Chart 2.21. TV Market Share by Channel – The Netherlands 2005 ...... 193 Table 2.28a. Tapla Market Share 2005 ...... 194 Table 2.29. Average Viewing, Universe Size , Panel Analysis – Netherlands ...... 194 Table 2.30. Top Ten Sports Broadcasts Norway 2005 ...... 195 Chart 2.22. Top 100 Sports Broadcasts Analysis 2004/05 – Norway ...... 196 Table 2.31. TV Universe Analysis - Norway ...... 196 Chart 2.23. TV Market Share by Channel – Norway 2005 ...... 197 Table 2.32. Average Viewing, Universe Size , Panel Analysis –Norway ...... 197 Table 2.33. Top Ten Sports Broadcasts Poland 2005 ...... 198 Chart 2.24. Top 100 Sports Broadcasts Analysis 2003-05 – Poland ...... 199 Table 2.34 Sports Broadcasting Rights - Poland ...... 200 Table 2.35. TV Universe Analysis - Poland ...... 200 Chart 2.25. TV Market Share by Channel – Poland 2005 ...... 201 Table 2.36. TV Market Share by Minority Channel – Poland 2005 ...... 201 Table 2.37. Average Viewing, Universe Size and Panel Analysis - Poland ...... 201 Table 2.38. Top Ten Sports Broadcasts Portugal 2005 ...... 202 Chart 2.26. Top 100 Sports Broadcasts Analysis 2003-05 – Portugal ...... 203 Table 2.39. TV Universe Analysis - Portugal ...... 203 Chart 2.27. TV Market Share by Channel – Portugal 2005 ...... 204 Table 2.40. Average Viewing, Universe Size , Panel Analysis – Portugal ...... 204 Table 2.41. Top Ten Sports Broadcasts Spain 2005 ...... 205 Chart 2.28. Top 100 Sports Broadcasts Analysis 2003-05 – Spain ...... 206 Table 2.42.TV Universe Analysis - Spain ...... 207 Chart 2.29. TV Market Share by Channel –Spain 2005 ...... 208 Table 2.43. TV Market Share by Minority Channel – Spain 2005 ...... 208 Chart 2.30. Favoured sports on TV by declared preference (%) - Spain ...... 209 Table 2.44. Average Viewing, Universe Size , Panel Analysis – Spain ...... 209 Table 2.45. Top Ten Sports Broadcasts Sweden 2005 ...... 210 Chart 2.31. Top 100 Sports Broadcasts Analysis 2003-05 – Sweden ...... 211 Table 2.46.TV Universe Analysis – Sweden ...... 213 Chart 2.32. TV Market Share by Channel – Sweden 2005 ...... 213 Table 2.47. Average Viewing, Universe Size , Panel Analysis – Sweden ...... 214 Table 2.48. Top Ten Sports Broadcasts Switzerland (French Speaking) 2005 ...... 215 Chart 2.33. Top 100 Sports Broadcasts Analysis 2003-05 – Switzerland (Fr) ...... 216 Table 2.49.TV Universe Analysis - Switzerland (Fr)...... 216 Chart 2.34. TV Market Share by Channel – Switzerland (Fr) 2005 ...... 217 Table 2.50. Average Viewing, Universe Size , Panel Analysis – Switzerland (Fr) ...... 217 Table 2.51. Top Ten Sports Broadcasts Switzerland (German Speaking) 2005 ...... 218 Chart 2.35. Top 100 Sports Broadcasts Analysis 2003-05 – Switzerland (Ger) ...... 218 Table 2.52.TV Universe Analysis - Switzerland (Ger) ...... 219 Chart 2.36. TV Market Share by Channel – Switzerland (Ger) 2005 ...... 219 Table 2.53. Average Viewing, Universe Size , Panel Analysis – Switzerland (Ger) ...... 220 Table 2.54. Top Ten Sports Broadcasts Switzerland (Italian Speaking) 2005 ...... 221 Chart 2.37. Top 100 Sports Broadcasts Analysis 2003-05 – Switzerland (It) ...... 221 Table 2.55.TV Universe Analysis - Switzerland (It) ...... 222 Chart 2.38. TV Market Share by Channel – Switzerland (It) 2005 ...... 222 Table 2.56. Average Viewing, Universe Size , Panel Analysis – Switzerland (It) ...... 222 Table 2.57. Top Ten Sports Broadcasts United Kingdom 2005 ...... 223 Chart 2.39. Top 100 Sports Broadcasts Analysis 2003-05 – United Kingdom ...... 224

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Table 2.58. TV Universe Analysis – United Kingdom ...... 226 Chart 2.40. TV Market Share by Channel – United Kingdom 2005 ...... 226 Table 2.58a. TV Market Share by Minority Channel – United Kingdom 2005 ...... 226 Chart 2.41. Favoured sports on TV by Declared Preference (%) - ...... 227 Table 2.59. Average Viewing, Universe Size , Panel Analysis – UK ...... 227 Table 2.60. FIFA 2010 International TV Deals ...... 228 Table 2.61. UEFA 2008 International TV Deals ...... 228 Table 2.62. Current and future UEFA Champions League TV deals ...... 229 Table 2.63. UEFA Cup/Super Cup TV Deals ...... 230 Table 2.64. UEFA Under 21 Championship TV Deals ...... 231 Table 2.65. Belgian Football TV Deals ...... 231 Table 2.66. Danish Football TV Deals ...... 231 Table 2.67. English Premiership Domestic TV Deals...... 231 Table 2.68. England FA Cup / National Team TV Deals ...... 232 Table 2.69. English Football League / Carling Cup TV Deals ...... 232 Table 2.70. England FA Cup TV Deals Overseas ...... 232 Table 2.71. England Football League/Carling Cup TV Deals Overseas ...... 232 Table 2.72. English Premiership Overseas TV Deals ...... 233 Table 2.73. French Football League TV Deals ...... 233 Table 2.74. French Cup / National Team TV Deals ...... 233 Table 2.75. French La Ligue 1 Overseas TV Deals ...... 234 Table 2.76. German Bundesliga TV Deals ...... 234 Table 2.77. German National Team/DFB Cup TV Deals ...... 234 Table 2.78. Bundesliga Overseas TV Deals ...... 234 Table 2.79. Greek National League TV Deals ...... 234 Table 2.80. Italian National Team / Coppa Italia TV Deals ...... 235 Table 2.81. Italian Serie A TV Deals ...... 235 Table 2.82. Serie A Overseas TV Deals ...... 236 Table 2.83. Netherlands - National Team and Cup TV Deals ...... 236 Table 2.84. Netherlands – TV Deals ...... 237 Table 2.85. Netherlands – Eredivisie Overseas TV Deals ...... 237 Table 2.86. Norway – League / Cup and National Team TV Deals ...... 237 Table 2.87. Portugal Domestic League TV Deals ...... 237 Table 2.88. Portugal Overseas TV Deals ...... 237 Table 2.89. TV Deals ...... 237 Table 2.90. Scotland National Team and Cup TV Deals ...... 238 Table 2.91. Scottish Premiere League TV Deals ...... 238 Table 2.92.Scottish Premiere League Overseas TV Deals ...... 238 Table 2.93. Spain National Team / Copa del Rey TV Deals ...... 238 Table 2.94. Spain Copa del Rey Overseas TV Deals ...... 238 Table 2.95. Spain – La Liga Overseas TV Deals ...... 238 Table 2.96. Spain – La Liga TV Deals ...... 239 Table 2.97. Switzerland International / League TV Deals ...... 240 Table 2.98. International TV Deals ...... 240 Table 2.99. Formula One International TV Deals ...... 241 Table 2.99a. Formula 1 TV Deals Continued ...... 242 Table 2.100. MotoGP International TV Deals ...... 242 Table 2.101. International TV Deals ...... 243 Table 2.102. DTM TV Deals ...... 243 Table 2.103. NASCAR TV Deals ...... 243 Table 2.104. A1 Grand Prix International TV Deals ...... 244 Table 2.105. FIA GT Championship TV Deals ...... 244 Table 2.106. IndyCar TV Deals ...... 244 Table 2.107. V8 Supercars TV Deals ...... 245 Table 2.108. Champ Car TV Deals ...... 245 Table 2.109. GP2 Series TV Deals ...... 245 Table 2.110. by Renault TV Deals ...... 245 Table 2.111. Miscellaneous Motorsport TV Deals - UK ...... 246 Table 2.112. Miscellaneous Motorsport TV Deals - Italy ...... 246 Table 2.113. IAAF World Championships 2007 TV Deals ...... 247

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Table 2.114. IAAF Golden League TV Deals ...... 247 Table 2.115. European Athletics Championships TV deals ...... 247 Table 2.116. EAA European Cup TV Deals ...... 248 Table 2.117. London Marathon TV Deals ...... 248 Table 2.118. Miscellaneous UK Athletics TV Deals ...... 248 Table 2.119. French Domestic Athletics TV Deals ...... 248 Table 2.120. Paris Marathon TV Deals ...... 248 Table 2.121. ULEB Basketball TV Deals ...... 249 Table 2.122. German BBL Basketball TV Deals ...... 249 Table 2.123. Greek HEBA Basketball TV Deals ...... 249 Table 2.124. Italian FIP Basketball TV Deals ...... 249 Table 2.125. Spanish Basketball TV Deals ...... 250 Table 2.126. NBA European TV Deals ...... 250 Table 2.127. UK Cricket TV Deals ...... 250 Table 2.128. UCI Pro Tour TV Deals ...... 250 Table 2.129. Miscellaneous European Cycling TV Deals ...... 251 Table 2.130. World Cycling Championships TV Deals...... 251 Table 2.131. Tour de France European TV Deals ...... 251 Table 2.132. Giro d‟Italia European TV Deals ...... 251 Table 2.133. Vuelta a Espana European TV Deals ...... 251 Table 2.134. FEI Samsung TV Deals ...... 252 Table 2.135. PGA Tour TV Deals ...... 252 Table 2.136. PGA Championship TV Deals ...... 252 Table 2.137. PGA European Tour TV Deals ...... 253 Table 2.138. Ryder Cup 2008 TV Deals ...... 253 Table 2.139. British Open TV Deals ...... 254 Table 2.140. PGA Grand Slam TV Deals ...... 254 Table 2.141. German TV Deals ...... 254 Table 2.142. Seve Trophy TV Deals ...... 254 Table 2.143. Miscellaneous Golf Event UK TV Deals ...... 254 Table 2.144. UK Horse Racing TV Deals ...... 255 Table 2.145. Olympic Games TV Deals ...... 256 Table 2.146. 2007 TV Deals ...... 257 Table 2.147. Six Nations TV Deals...... 257 Table 2.148. Heineken Cup TV Deals ...... 257 Table 2.149. Guinness Premiership TV Deals ...... 258 Table 2.150. Top 14 TV deals ...... 258 Table 2.151. Magners Celtic League TV Deals ...... 258 Table 2.152. Super 10 TV Deals ...... 258 Table 2.153. EDF Energy Cup TV Deals ...... 258 Table 2.154. French Rugby - Domestic Television Deals ...... 259 Table 2.155. Miscellaneous National Team TV Deals (UK) ...... 259 Table 2.156. 2007 America‟s Cup TV Deals ...... 259 Table 2.157. Snooker TV Deals (UK) ...... 260 Table 2.158. Snooker TV Deals (Europe) ...... 260 Table 2.159. ATP Tour TV Deals ...... 260 Table 2.160. ATP Masters Series TV Deals ...... 260 Table 2.161. WTA TV Deals ...... 261 Table 2.162. Australian Open TV Deals ...... 261 Table 2.163. TV Deals ...... 262 Table 2.164. US Open TV Deals ...... 262 Table 2.165. Wimbledon TV Deals ...... 263 Table 2.166. Miscellaneous UK Tennis Event TV Deals ...... 263 Table 2.167. Miscellaneous Volleyball TV Deals ...... 264 Table 2.168. FIS Alpine Skiing TV Deals ...... 264 Table 2.169. FIS Alpine Skiing TV Deals (2) ...... 265 Table 2.170. FIS Nordic Combined TV Deals ...... 265 Table 2.171. FIS Cross Country Skiing TV Deals ...... 266 Table 2.172. FIS Ski Jumping TV Deals ...... 266 Table 2.173. FIBT Bobsleigh TV Deals ...... 266

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Table 3.1. Top sports publications by title, circulation, frequency and profile - Denmark ..... 270 Table 3.2. Top sports publications by title, circulation, frequency and profile - France ...... 271 Table 3.2a. Top sports publications – France continued...... 272 Table 3.2b. Top sports publications – France continued...... 273 Table 3.2c. Top sports publications – France continued ...... 274 Table 3.2d. Top sports publications – France continued...... 275 Table 3.2e. Top sports publications – France continued...... 276 Table 3.2f. Top sports publications – France continued ...... 277 Table 3.2g. Top sports publications – France continued...... 278 Table 3.3. Top sports publications by title, circulation, frequency and profile - Germany .... 279 Table 3.3a. Top sports publications –Germany continued ...... 280 Table 3.3b. Top sports publications –Germany continued ...... 281 Table 3.3c. Top sports publications –Germany continued ...... 282 Table 3.3d. Top sports publications –Germany continued ...... 283 Table 3.3e. Top sports publications –Germany continued ...... 284 Table 3.3f. Top sports publications –Germany continued ...... 285 Table 3.3g. Top sports publications –Germany continued ...... 286 Table 3.3h. Top sports publications –Germany continued ...... 287 Table 3.3i. Top sports publications –Germany continued ...... 288 Table 3.3j. Top sports publications –Germany continued ...... 289 Table 3.3k. Top sports publications –Germany continued ...... 290 Table 3.3l. Top sports publications –Germany continued ...... 291 Table 3.3m. Top sports publications –Germany continued ...... 292 Table 3.3n. Top sports publications –Germany continued ...... 293 Table 3.3o. Top sports publications –Germany continued ...... 294 Table 3.3p. Top sports publications –Germany continued ...... 295 Table 3.3q. Top sports publications –Germany continued ...... 296 Table 3.4. Top sports publications by title, circulation, frequency and profile - Greece ...... 297 Table 3.4a. Top sports publications –Greece continued ...... 298 Table 3.5. Top sports publications by title, circulation, frequency and profile - Italy ...... 299 Table 3.5a. Top sports publications –Italy continued ...... 300 Table 3.5b. Top sports publications –Italy continued ...... 301 Table 3.6. Top sports publications by title, circulation, frequency and profile - Netherlands 302 Table 3.6a. Top sports publications –Netherlands continued ...... 303 Table 3.6b. Top sports publications –Netherlands continued ...... 304 Table 3.6c. Top sports publications –Netherlands continued ...... 305 Table 3.6d. Top sports publications –Netherlands continued ...... 306 Table 3.6e. Top sports publications –Netherlands continued ...... 307 Table 3.7. Top sports publications by title, circulation, frequency and profile - Norway ..... 308 Table 3.7a. Top sports publications –Norway continued ...... 309 Table 3.8. Top sports publications by title, circulation, frequency and profile - Poland ...... 310 Table 3.9. Top sports publications by title, circulation, frequency and profile - Spain ...... 311 Table 3.9a. Top sports publications –Spain continued ...... 312 Table 3.10. Top sports publications by title, circulation, frequency and profile - Sweden..... 313 Table 3.10a. Top sports publications –Sweden continued ...... 314 Table 3.10b. Top sports publications –Sweden continued ...... 315 Table 3.10c. Top sports publications –Sweden continued ...... 316 Table 3.11. Top sports publications by title, circulation, frequency and profile - Switzerland 317 Table 3.11a. Top sports publications –Switzerland continued ...... 318 Table 3.11b. Top sports publications –Switzerland continued ...... 319 Table 3.11c. Top sports publications –Switzerland continued ...... 320 Table 3.11d. Top sports publications –Switzerland continued ...... 321 Table 3.11e. Top sports publications –Switzerland continued ...... 322 Table 3.12. Top sports publications by title, circulation, frequency and profile - UK ...... 323 Table 3.12a. Top sports publications – UK continued ...... 324 Table 3.12b. Top sports publications – UK continued ...... 325 Table 3.12c. Top sports publications – UK continued ...... 326 Table 3.12d. Top sports publications – UK continued ...... 327 Table 3.12e. Top sports publications – UK continued ...... 328 Table 3.12f. Top sports publications – UK continued ...... 329

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Table 3.12g. Top sports publications – UK continued ...... 330 Table 3.12h. Top sports publications – UK continued ...... 331 Table 3.12i. Top sports publications – UK continued ...... 332 Table 3.12j. Top sports publications – UK continued ...... 333 Table 3.12k. Top sports publications – UK continued ...... 334 Table 3.12l. Top sports publications – UK continued ...... 335 Table 3.13. Top 10 Sports Web Sites – France (March 2007) ...... 336 Table 3.14. Top 10 Sports Web Sites – Germany (March 2007) ...... 336 Table 3.15. Top 10 Sports Web Sites – Italy (March 2007) ...... 337 Table 3.16. Top 10 Sports Web Sites – Spain (March 2007) ...... 337 Table 3.17. Top 10 Sports Web Sites - United Kingdom (March 2007) ...... 337

Chart 4.1. Interest levels in sport - Major European Markets ...... 338 Chart 4.2. Interest level in Football - Major European Markets ...... 339 Chart 4.3. Interest level in Formula One - Major European Markets ...... 339 Chart 4.4. Interest level in Tennis - Major European Markets ...... 340 Chart 4.5. Interest level in Athletics - Major European Markets ...... 340 Chart 4.6. Interest level in Golf - Major European Markets ...... 341 Table 4.1. Public declared interest in sport - total population – France ...... 342 Chart 4.7. Public declared interest in sport by level of interest - France ...... 342 Table 4.2. Public declared interest in sport – Men - France ...... 343 Table 4.3. Public declared interest in sport –Women - France ...... 344 Table 4.4. Public declared interest in sport – Socio-economic groups 1/2 - France ...... 345 Table 4.5. Public declared interest in sport – Socio-economic groups 3/4 – France ...... 346 Chart 4.8. Public declared interest in sport by sport and by age group - France ...... 347 Table 4.6. Public declared interest in sport - total population – Germany...... 348 Chart 4.9. Public declared interest in sport by level of interest – Germany ...... 349 Table 4.7. Public declared interest in sport – Men - Germany ...... 349 Table 4.8. Public declared interest in sport – Women – Germany ...... 350 Table 4.9. Public declared interest in sport – Socio-economic groups 1/2 - Germany ...... 351 Table 4.10. Public declared interest in sport – Socio-economic groups 3/4 - Germany ...... 352 Chart 4.10. Public declared interest in sport by sport and by age group - Germany ...... 353 Table 4.11. Public declared interest in sport - total population – Great Britain ...... 354 Chart 4.11. Public declared interest in sport by level of interest - England ...... 355 Table 4.12. Public declared interest in sport – Men – Great Britain ...... 355 Table 4.13. Public declared interest in sport – Women – Great Britain ...... 356 Table 4.14. Public declared interest in sport – Socio-economic groups 1/2 - Great Britain .. 357 Table 4.15. Public declared interest in sport – Socio-economic groups 3/4 - Great Britain .. 358 Chart 4.12. Public declared interest in sport by sport and by age group - England ...... 359 Table 4.16 Public declared interest in sport - total population – Greece...... 360 Table 4.17. Public declared interest in sport – Men – Greece ...... 360 Table 4.18. Public declared interest in sport – Women – Greece ...... 361 Table 4.19. Public declared interest in sport – Socio-economic groups 1/2 - Greece ...... 361 Table 4.20. Public declared interest in sport – Socio-economic groups 3/4 - Greece ...... 362 Table 4.21. Public declared interest in sport - total population – Italy ...... 363 Chart 4.13. Public declared interest in sport by level of interest - Italy ...... 363 Table 4.22. Public declared interest in sport –Men – Italy ...... 364 Table 4.23. Public declared interest in sport – Women – Italy ...... 364 Table 4.24. Public declared interest in sport – Socio-economic groups 1/2 - Italy ...... 365 Table 4.25. Public declared interest in sport – Socio-economic groups 3/4 Italy ...... 366 Chart 4.14. Public declared interest in sport by sport and by age group - Italy ...... 367 Table 4.26. Public declared interest in sport - total population – Poland ...... 368 Table 4.27. Public declared interest in sport – Men – Poland ...... 369 Table 4.28. Public declared interest in sport – Women – Poland ...... 369 Table 4.29. Public declared interest in sport – Socio-economic groups 1/2 - Poland ...... 370 Table 4.30. Public declared interest in sport – Socio-economic groups 3/4 - Poland ...... 371 Table 4.31. Public declared interest in sport - total population – Spain ...... 372 Chart 4.15. Public declared interest in sport by level of interest - Spain ...... 372 Table 4.32. Public declared interest in sport – Men – Spain ...... 373 Table 4.33. Public declared interest in sport – Women – Spain ...... 374

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Table 4.34. Public declared interest in sport – Socio-economic groups 1/2 - Spain ...... 375 Table 4.35. Public declared interest in sport – Socio-economic groups 3/4 - Spain ...... 376 Chart 4.16. Public declared interest in sport by sport and by age group - Spain ...... 377 Table 4.36. Public declared interest in sport - total population – Sweden ...... 378 Table 4.37. Public declared interest in sport – Men – Sweden ...... 378 Table 4.38. Public declared interest in sport – Women – Sweden ...... 379

Table 5.1. FIFA World Cup Finals Average Attendance 1990 - 2006 ...... 380 Table 5.2. UEFA Finals Average Attendance 1996 - 2004 ...... 380 Table 5.3. UEFA Champions League Average Attendance 2002/03 – 2006/07 ...... 380 Table 5.4. UEFA Cup Average Attendance 2003/04 – 2006/07 ...... 380 Table 5.5a. UEFA Champions League Average Attendance by Club 2002/03 – 2006/07 ... 381 Table 5.5b. UEFA Champions League Average Attendance by Club 2002/03 – 2006/07 ... 382 Table 5.5c. UEFA Champions League Average Attendance by Club 2002/03 – 2006/07.... 383 Table 5.5d. UEFA Champions League Average Attendance by Club 2002/03 – 2006/07 ... 384 Table 5.6. English Premier League Average/Peak Attendance 2000/01 to 2006/07 ...... 385 Table 5.7. French La Ligue Average/Peak Attendance 2000/01 to 2006/07 ...... 385 Table 5.8. German Bundesliga 1 Average/Peak Attendance 2000/01 to 2006/07 ...... 385 Table 5.9. Italian Serie A Average/Peak Attendance 2000/01 to 2006/07 ...... 385 Table 5.10. Dutch Eredivisie Average/Peak Attendance 2000/01 to 2006/07 ...... 385 Table 5.11. Portuguese Average/Peak Attendance 2000/01 to 2006/07 ...... 385 Table 5.12. Spanish La Liga Average/Peak Attendance 2000/01 to 2006/07 ...... 385 Chart 5.1. Average Attendance of Europe‟s Premier Leagues 2000/1 to 06/07 ...... 386 Table 5.13. English Premier League Attendance by Club 2005/06 – 2006/07 ...... 387 Table 5.14. English Championship Attendance by Club 2005/06 – 2006/07 ...... 387 Table 5.15. French La Ligue 1 Attendance by Club 2005/06 – 2006/07 ...... 388 Table 5.16. French La Ligue 2 Attendance by Club 2005/06 – 2006/07 ...... 388 Table 5.17. German Bundesliga 1 Attendance by Club 2005/06 – 2006/07 ...... 389 Table 5.18. German Bundesliga 2 Attendance by Club 2005/06 – 2006/07 ...... 389 Table 5.19. Italian Serie A Attendance by Club 2005/06 – 2006/07 ...... 390 Table 5.20. Italian Serie B Attendance by Club 2005/06 – 2006/07 ...... 390 Table 5.21. Netherlands Eredivisie Attendance by Club 2005/06 – 2006/07 ...... 391 Table 5.22. Netherlands Eerste Divisie Attendance by Club 2005/06 – 2006/07 ...... 391 Table 5.23. Portuguese Liga Attendance by Club 2005/06 – 2006/07...... 392 Table 5.24. Scottish Premier League Attendance by Club 2005/06 – 2006/07 ...... 392 Table 5.25. Spanish La Liga Attendance by Club 2005/06 – 2006/07 ...... 393 Table 5.26. Spanish La Liga 2 Attendance by Club 2005/06 – 2006/07 ...... 393 Table 5.27. Formula One Attendance 2004-2007 ...... 395 Table 5.28. MotoGP Attendance 2005-2007 ...... 396 Table 5.29. Attendance 2003-2007 ...... 397 Table 5.30. England Home Test Series Attendance 2003- 2006 ...... 397 Table 5.31. England – NatWest Series Attendance 2003 - 2006 ...... 397 Table 5.32. English County Championship Attendance 2003 -2006...... 397 Table 5.33. Twenty20 Cup Attendance 2003 - 2006 ...... 398 Table 5.34. Major UK Golf Event Attendance 2002-2006 ...... 398 Table 5.35. German Handball Bundesliga Attendance 2005-2007 ...... 398 Table 5.36. Summer Olympic Games Ticket Sales 1984-2004 ...... 398 Table 5.37. Winter Olympic Games Ticket Sales 1988-2006 ...... 398 Table 5.38. Rugby Super League Attendance 2000 - 2006 ...... 399 Table 5.39. Rugby World Cup Attendance 1991-2003...... 399 Table 5.40. Six Nations Attendance 2004-2007 ...... 399 Table 5.41. Heineken Cup Attendance 2005/06 - 2006/07 ...... 399 Table 5.42. Guinness Premier Rugby (England) Attendance 2003/04 – 2006/07 ...... 400 Table 5.43. Top 14 (France) Attendance 2005/06 - 2006/07 ...... 400 Table 5.44. Celtic League Attendance 2005/06 - 2006/07 ...... 400 Table 5.45. Tennis Grand Slam Events Attendance 2000 - 2007 ...... 400 Table 5.46. Estimated attendance – Tour de France 2005-2007 ...... 400 Table 5.47. Major European Domestic Cup Final Attendances 2005-2007 ...... 401

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EXECUTIVE SUMMARY

Growth

The sponsorship industry in Europe has followed global trends in its growth rate in this decade with expenditure on rights fees growing from an estimated €5.6 billion in 2000, to €7.7 billion in 2007.

That growth has primarily been driven by expenditure on sports properties with the major international rights in particular witnessing large gains in acquisition costs.

The cost of sponsorship rights to The Champions League, Olympic Games, World Cup and Formula One has grown by around 25% during this period.

For club properties too, rights costs have shown significant growth. Juventus‟s recent New Holland deal for €30 million dwarfs its previous deal and sets a new high for European football clubs.

At the other end of the scale growth has been less dramatic with some rights holders struggling to increase sponsorship income despite the expanding media opportunities for buyers. Those rights holders with a professional approach to the discipline, however, have been able to achieve higher fees, and with more compatible sponsors, than those that fail to offer sponsors a compelling business case.

Maturity

The industry can no longer be labelled immature given the level of professionalism demonstrated by many of Europe‟s leading sponsors, agencies and in some cases rights holders.

Many of the world‟s leading brands invest tens of millions of into acquiring and activating sponsorship in Europe and use sophisticated multi-disciplined campaigns to leverage their investment. Such companies use research throughout the process to ensure that their participation is with the right property and that performance of the sponsorship is maximised to meet their objectives.

As a result professional support services have emerged, particularly in northern Europe, to help brands and property owners to exploit their rights to the full.

There are, however, many examples of sponsors and rights holders failing to take advantage of the potential that sponsorship offers and at board level there is still a lack of understanding of the discipline in many organisations.

Cross Border Differences

There is no doubt that cross border differences are apparent in the culture of sponsorship in Europe. On the whole the northern European countries, such as Germany, the UK, the Netherlands and Scandinavia, show the most professional approach to the use of sponsorship. It is no coincidence that, overall, rights owners in these countries achieve higher for like-for-like rights fees and that sponsors tend to receive a greater return on investment. The so-called Latin countries are, however, catching up as their domestic infrastructure improves and these countries have the advantage of access to knowledge of best practice from northern Europe.

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There are, however, inherent cultural differences in marketing overall in Europe. In Germany, for example, expenditure is much higher relative to GDP than in the UK. This is largely down to a different approach to below-the-line marketing in Germany where sponsorship and the use of, for example, exhibitions as a communication tool are considered more important than in the UK which has a preference for direct marketing and sales promotion.

In southern Europe, sponsorship is much more heavily utilised by food and retail brands and is seen more as an extension of advertising.

Industry Sector Analysis

The report demonstrates conclusively that the financial services sector is the leading investor in sports sponsorship in Europe. This is true for almost every country and most sports. The sector has used sponsorship both to enhance brand awareness and to drive new business through the direct communication channels with sports fans that their rights packages allow.

Similarly, the telecommunications sector has enjoyed considerable success in its association with sport, in part because of the ability to host and deliver branded content to its key consumer and B2B target audiences.

Traditionally high spending sectors, such as alcohol and automotive, are still major investors, but their spend tends to be limited to specific sports. The automotive sector, for example, invests mainly in motorsports, whereas alcohol is particularly strong in Rugby Union.

Growing sectors include airlines, mainly through Emirates‟s large international deals, gambling and energy. Energy companies have used sponsorship largely because of industry deregulation which has increased competition in the sector. Gambling, on the other hand, has been driven by the growth of internet-based operations which have needed to drive awareness and receive the direct benefits of offerings on rights holders‟ web sites.

The Media Environment

A key issue for sponsors remains the media environment through which the majority of fans consume sport. The report demonstrates that the trend towards rights migration to pay-television has continued although there is evidence to suggest that exclusive deals are becoming less common. Of Europe‟s five main territories, for example, the prime live televised football content is exclusive in only two countries (Germany and France). Rights to major international competitions are still generally protected and on -to-air television, although in many cases pay-TV operators also have some live rights.

TV rights acquisition fees, however, show no signs of slowing down. In Spain and the UK in particular, new rights deals for prime football have broken records by a large margin and overseas rights to prime content in particular are being exploited.

Pay-TV operators in many countries have little choice than to pay premium rates for sport because their business model depends on such content to drive and retain subscriptions. The result is that free-to-air channels find it increasingly difficult to compete for prime content other than those events that are protected by legislation and a general fall in peak viewing figures for sport is apparent.

This is, however, balanced by dedicated sports channels screening increased amounts of high quality sports programming to dedicated followers.

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The print media is often overlooked as a medium through which to exploit sponsorship. The report demonstrates that throughout Europe there are publications with high circulations offering a highly targeted outlet for sponsors. Many such publications also host web sites which have become the default news source for sports fans.

Sports Popularity

The final two sections of the report demonstrate the popularity of sport through declared interest and live attendance. On the whole live attendance is climbing in most sports such as football, rugby, tennis, cricket and motorsport. Despite the massive competition for leisure time in Europe, sport has managed to improve facilities and the overall experience of its product to facilitate such growth.

The popularity of sport remains strong with an average of 66% of the population of the major markets declaring to be either „very‟ or „quite‟ interested in sport.

Football is significantly above all other sports in overall interest with an average of just below 50% of the population declaring a liking for the sport. Formula One is second on 30% and tennis third on 23.6%.

The research demonstrates, not surprisingly, that men are significantly more interested in sport than women and that the higher the socio-economic grouping, the more likely individuals are to be interested in sport.

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SECTION ONE: SPONSORSHIP

Global Sponsorship Expenditure

Global sponsorship expenditure now stands at an estimated $37 billion and the growth since 1990 demonstrates beyond any doubt the maturity of the sponsorship industry.

Major corporations do not spend these vast sums without being certain of a return on investment. The figures for the period 2000-2007 are especially significant because they demonstrate that the rate of growth is showing only small signs of slowing. With the exception of internet advertising, which in reality is mostly a case of switching media, no other marketing-based discipline could make such a claim. To concentrate purely on the rate of growth, however, overlooks the key issue, the incremental change.

Chart 1.1 Global Sponsorship Expenditure – Sports, Arts, Other, 1990 - 2007

40 37 34 35

30

25 25

20 $bn 15 15

9 10

5

0 1990 1995 2000 2005 2007

Source: SRi/IEG/International Marketing Reports

For the industry to double in size in the 1990s required an extra $9 billion of expenditure, a figure that was easily exceeded. For it to double between 2000 and 2010 would require an extra $25 billion. Although this is unlikely to be achieved, a more realistic forecast would be for spend to hit $43 billion by 2010, it still represents an $18 billion increase in just ten years. Put simply, the size of the increase in this decade is likely to be double total expenditure in 1990.

The only reason that even higher rates of growth are unlikely to be achieved is that some of the World‟s largest properties, such as the FIFA World Cup, NASCAR and The Olympic Games have agreed a series of long-term deals not due for renewal before 2010.

Of course many point to Asia as a new source of expenditure. The continent is home to the World‟s fastest growing economies and with huge populations taking a new interest in both domestic and international sport. While it is undoubtedly true that sponsorship growth in the region will be above global averages, it is difficult to determine the base level it will grow from.

Research in July 2007 from Total Sports Asia suggested that current sports marketing expenditure in Asia is $15 billion, with an estimate that it will rise to $18 billion by the time the 2008 Olympics open in Beijing. The figures seem high on first

18 sight, but it is important to take into account that the figure includes leveraging costs rather than just rights acquisition.

Because Asia has few of the World‟s major sports properties, it is unlikely that regional rights fees will reach the American or European levels even if they do show strong growth. What is more likely is a growth in the value of international rights fees to take into account the leveraging opportunities in Asia. This can be seen in such sports as the Olympic Games, the FIFA World Cup, Formula One and English Premiership football. All have understood the power of the Asian market.

The FIFA World Cup was staged on Asian soil for the first time in 2002, the Olympics went to Korea in 1988 and is in in 2008. Formula One has Grands Prix in China and Malaysia with the possibility of India following. Top European football clubs now regularly play pre-season games in the Far East where there is a huge television following.

In all cases sponsors have responded to the opportunity such exposure offers but pay a big increase in rights fees to do so. In the English Premiership, for example, it is thought that Barclays agreed a new £21.5 million per year title sponsorship deal partly because of the exposure it would give the brand in Asia.

Chart 1.2. Regional Sponsorship Expenditure 2000/2007 – Sports, Arts,Other

Total 37.15 24.38 0.4 Africa 0.25

0.38 Middle East 0.25

1.2 Australasia 0.75

Far East 8 5 Europe 11.67 8.31

Americas 15.5 9.82

0 10 20 30 40

2000 (US$bn) 2007 (US$bn)

Source: SRi/IEG/International Marketing Reports

Chart 1.2 takes a more conservative view of expenditure in Asia with an estimate that current levels are around $8 billion per year, but accepts that when leveraging costs are factored in, the true figure could be significantly higher.

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Chart 1.3. Regional Sponsorship Expenditure by Percentage 2007

Australasia Middle East Africa 3% 1% 1% Far East 22% Americas 42%

Europe 31%

In terms of share of the global sponsorship market, the Americas, and the USA in particular, remain the largest spenders. Chart 1.3 shows the Americas account for 42% of all spending with Europe on 31%, the Far East 22% and the remaining continents representing just 5%.

As Asia develops, inevitably, its share will increase at the expense of the Americas and Europe. With a population in excess of two billion, it could catch Europe within ten years. However, one element that is often overlooked in such predictions, is the economic growth of Eastern Europe and Russia in particular. Sport is now big business in Russia. Although money invested in, for example, the major football clubs in by major Russian corporations, has often been cited as having a political rather than marketing agenda, there is a growing maturity in the use of sponsorship. Russian supermarket chain X5, for example, agreed a $14 million deal to sponsor Russian football and national energy company Gazprom is sponsoring Germany‟s Shalke football club for €25million per year. In both cases significant sums are being invested for commercial reasons.

Similarly, the successful joint bid for UEFA‟s Euro 2012 from Poland and Ukraine is expected to help lift the professionalism of the sports marketing industry in both countries, albeit from a very low base.

Sponsorship in Europe

Table 1.1 (overleaf) shows that overall sponsorship values in Europe have increased by 27% since 2000. Although this might not match global growth rates, the European market was already mature in 2000.

The major reason for the comparatively slow increase, however, was central Europe‟s sluggish economic performance. In the Euro zone, economic growth between 2000 and 2005 was slow at best, particularly in France and Italy, and as a result companies cut back on marketing spend. In 2006, however, economic growth for the Euro zone was estimated to have recovered to 2.7% (from 1.4% in 2005) and Germany‟s hosting of the 2006 FIFA World Cup gave a further boost sponsorship spend.

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Table 1.1. European Sponsorship Market Value by Country 2000/2007 Value in 2000 (€ 000s) Value in 2007 (€ 000s) Denmark 83 108 Finland 64 82 France 770 1,001 Germany 1,982 2,600 Ireland 48 62 Italy 750 1,100 Netherlands 450 585 Spain 346 430 Sweden 165 202 Switzerland 188 220 UK 806 1,395 Total 5,651 7,785

One of the most noticeable characteristics of the period of slow growth was the development of polarisation in sponsorship rights fees.

Those rights holders with high levels of exposure and prestige were signing high value deals with sponsors, whereas some average size properties were struggling to reach a deal at all. This was, for example, noticeable in the English Premiership where Manchester United commanded fees of around £10 million per year from Vodafone. The clubs near the bottom of the league, however, often struggled to achieve £¼ million per year – a 40 fold difference.

To an extent that polarity is still evident. Many big international brands want to be attached only to similarly large properties. Such brands have experience of leveraging sponsorship internationally and, given the limited number of prestigious sporting properties, they are consequently prepared to pay a premium price.

At the other end of the scale, there are numerous sports properties that don‟t have global appeal. Such rights holders do, however, often have high levels of exposure. A small to medium sized European football club in one of the top flight leagues is now likely to have matches screened around the world. The level of brand exposure for a sponsor is therefore significant. But rights fees haven‟t reflected this. The reason is mainly because of market forces with sponsors knowing that such clubs are simply not realising high value for their rights. There is, however, an argument that the one area where the industry hasn‟t matured is the rights holders. Few professionally package their offerings or work to maximise the value to sponsors. As a result this sector of the market remains sluggish.

Chart 1.4. European Sponsorship Industry Market Share 2007

Ireland Italy Spain 1% 5% 13% Germany 33% Denmark 1%

Netherlands United Kingdom 7% 17% France Sweden Other Switzerland 12% Finland 2% 5% 3% 1%

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An analysis of Europe‟s sponsorship industry by market share demonstrates that Germany is still dominant. Although it is the biggest economy in Europe, it is not twice the size of Britain‟s as its sponsorship spend might infer. Indeed Chart 1.5 compares the relative GDP of the countries and shows that although there is a correlation, as expected, some countries clearly do not spend on sponsorship according to their ability to do so.

Chart 1.5. Gross Domestic Product of European Countries by Relative Percentage 2006

Ireland Italy Germany 2% 14% 22% Spain 9% Netherlands 5% Denmark 2% Sweden 3% United Kingdom France 18% 17% Switzerland Belgium Finland 3% 2% 3%

Source: International Monetary Fund

It could be argued that Germany spends disproportionately on sponsorship because its economy is not vastly greater than that of the UK, which has a sophisticated marketing industry.

The charts clearly show that Spain and France under spend according to their respective economic abilities and there is room for growth as their sponsorship industries mature.

Chart 1.6 shows that sport is the major beneficiary of sponsorship spend, taking 70% of all rights deals. The contrast with 2000 is not that great although broadcast sponsorship has increased significantly, albeit from a low base and this is partly down to deregulation allowing more television to companies to sell such sponsorship.

The reason behind the increase in sports deals is that as rights holders have become more professional, they have discovered new rights to offer. For example, many more professional sports clubs offer tiers of sponsorships and official supplier deals than was the case in 2000.

Chart 1.6. European Sponsorship by Category – No of Deals 2000 and 2007

2000 2007 Broadcast Broadcast Other 10% Other 7% 4% 6% Arts Arts 16% 19%

Sport Sport 70% 68%

Source: SRi/International Marketing Reports

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Chart 1.7 estimates the overall value of deals for sport as at the same level as 2000 despite its increase in the proportion of deals. There are two explanations for this. First, many broadcast sponsorship deals have been significant, thus diluting sport‟s share. Second, the 2000 figures, formulated by SRi, might have slightly over estimated the value for sport.

What is clear is that the arts is slipping in terms of its proportion of sponsorship spend. Quite simply it cannot command the huge sums now paid to international sports rights holders, although of course, in actual cash terms, its sponsorship income has grown over the seven year period.

Chart 1.7. European Sponsorship by Category – Value of Deals 2000 and 2007

2000 2007 Other Broadcast Other Broadcast 2% 2% 3% 5% Arts Arts 7% 9%

Sport Sport 86% 86%

Source: SRi/International Marketing Reports

Sport Sponsorship Analysis

Chart 1.8. European Sport Sponsorship Value by Sport 2007

€ 000s Football 1872

Motorsports 1558 Sailing 190

Cycling 184

Rugby Union 161 Tennis 149

Golf 93

Athletics 92 Basketball 75

Winter Sports 74

Cricket 55 Other 340

0 500 1000 1500 2000

The figures in Chart 1.8 have been calculated on the basis of all sports sponsorship rights as they relate to Europe. In sailing, for example, a European-based participant in the America‟s Cup typically receives around €50 million in sponsorship fees. The sponsors, however, would almost certainly be looking to leverage that money on a

23 global basis and would consider only a proportion of it to be European sponsorship spend.

For each of the major international properties, a calculation has therefore been made to estimate the proportion of spend is allocated to Europe. For the FIFA World Cup, this proportion is estimated as much higher in Europe than, for example, the proportion from Olympic Games sponsors. This is because, in terms of GDP, the represents a huge market with a high interest in the Olympics so a significant percentage of sponsors‟ spend will be aimed at the country. For the FIFA World Cup, on the other hand, Europe is by far the dominant consumer market with an interest in the event.

The figures are also based on a mixture of reported deals and industry intelligence. In most cases, the size of a deal reported is actually exaggerated, frequently by a very significant margin. The reported figure is often the maximum amount the sponsor would pay if the rights holder achieved all of the incentive clauses. Such clauses usually include sporting success and it is rare that a sports team or individual wins every competition entered.

The reason for the overblown figures is that some agencies and rights holders see it as an opportunity to create favourable publicity if a high level deal is announced. It also allows rights holders to try to sell higher value deals to other partners. Presumably sponsors believe the announcement of a high figure is more likely to generate publicity among the general public. Some of the sponsors‟ shareholders, however, might raise eyebrows when big deals are announced if they believe better value could have been achieved.

As was discussed at the start of the this section, the sponsorship industry has matured well beyond infancy, but this lack of transparency over rights deals will not help it to move on to the next stage.

Chart 1.8 demonstrates that football and motorsport dominate the European sponsorship market with football earning nearly ten times more than third placed sailing. The surprising figure might be just how great the amount motorsport receives given the much higher exposure and popularity levels of football.

Motorsport, however, has a completely different business model to football which, relies on gate receipts and television income for the bulk of its revenue. Motorsport teams, on the other hand, depend much more heavily on sponsorship with some teams earning around 90% of their income from the source.

Given that Formula One teams alone are thought to have a combined budget of €1.9 billion, the sponsorship figures for Europe start to add up. Although Formula one sponsorship investment is aimed at global markets, Europe accounts for a sizeable share. With large amounts also spent on sponsoring the circuits, and other major European based events such as MotoGP, WRC, DTM etc, it is clear that European motorsport sponsorship is vast.

Chart 1.8 shows that sailing, cycling, tennis, Rugby Union, golf and athletics are each estimated to earn in the region of €90 million to €200 million from sponsorship and these sports effectively represent sponsorship‟s second tier.

With no opportunity to earn from gate receipts, sailing and cycling follow motorsport‟s business model. Although television income distributed to the teams for these sports is increasing, it is still insufficient to support them so sponsorship is the primary funding source.

Rugby Union, being a , follows a similar pattern to football with sponsorship typically contributing a small proportion of total income. In the case of

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Rugby Union, this is in the region of 10%, whereas in football, with higher TV rights and gate receipts, the proportion is usually lower at around 5%.

Tennis and golf, as individual sports, also share a sponsorship model. A top performer in either sport can command personal endorsements of around €10 million per year – mostly from and contracts. A major event in golf, however, can struggle to receive more than €3 million from sponsorship. With the exception of Wimbledon and Roland Garros, the same is true for tennis in Europe. The bulk of sponsorship earnings for the two sports therefore go to the players.

Chart 1.9 analyses the share of sponsorship income by sports in Europe. It shows just how great the gulf in earnings is between football and motorsport, both above 30%, and the rest. Non of the other sports breaks the 4% mark.

Chart 1.9. European Sport Sponsorship Value by Sport (%) 2007

Other Cricket Winter Sports Basketball 7% 1% 2% 2% Athletics 2% Golf 2%

Football Tennis

38% 3% Rugby Union 3%

Cycling

Sailing 4%

Motorsports 4% 32%

It is interesting to compare these figures to popularity levels in Section 4 of the report.

Chart 1.10. Sports Popularity Compared to Sponsorship Income in Europe (%)

60

50

40

30

20

10

0 Football Motorsport Tennis Athletics Golf

Declared Interest Sponsorship Income

Source: International Marketing Reports/BMRB

The Chart features the average levels of interest in the selected sports across Europe‟s major five markets. The sponsorship income is taken from the data presented in Chart 1.9. It demonstrates that there is no direct correlation between the popularity of a sport and the sponsorship income it receives. In section 2 of the

25 report, which analyses television coverage, it is quite clear that, for example, Formula One (which dominates interest levels and sponsorship in motorsport) television viewing is not ten times greater than that of tennis or athletics. The question this begs, therefore, is why two sports should command so much greater fees than any others.

The reasons for this are mostly practical and easy to answer for football. Clearly it is the most popular sport in Europe by a significant degree and studies also show that devotion to the sport tends to go well beyond casual interest. Also, over a week in Europe, there are arguably around 100 top professional football matches and thousands more at lower levels.

For golf or tennis, on the other hand, on average there is less than one top event per month. Given the number of matches in an event, however, it is fair to say there are several contests per week, but nothing like the number in football.

The same, however, could be said of Formula One with a race calendar of 17 Grands Prix per season. So what do sponsors see in Formula One that they don‟t see in tennis?

First, it is arguable that tennis only has four equivalents to a Grand Prix per season in , French, US Open Championships and Wimbledon. Interest in those events, with the exception of Wimbledon, then tends to be strong only in home markets. Outside France, for example, interest in the outcome at Roland Garros, is generally confined to hard core tennis aficionados.

Formula One, one the other hand, sees consistent interest in all 17 Grands Prix although television viewing is impacted by time differences given the global spread of the races. The difference is that Formula One is seen as both a sport and an event, whereas as in tennis, each event is considered differently and some are much more important than others.

The other key points are that Formula One is driven by the motor and technology industries which are keen to develop and test technology as well as showcase their products, often to key corporate customers. This is simply not possible in any other sport. Finally, and very importantly, Formula One has developed a glamorous image that no other sports property can match.

There are lessons here in the importance of developing the image of a sports property that other sports can learn from. Formula One, the Champions League, the Olympics and the English Premiership are the most noteworthy examples and an examination of their cash flow demonstrates the results of such investment.

Chart 1.11 analyses the difference between the investment in sport in terms of sponsorship type. The most significant finding is that the ratio of income going to sports teams is greater than the proportion of deals those teams sign. The reason for this is quite simply the large number of very big deals signed by football and Formula One teams in particular. In Formula One, as previously discussed, hundreds of millions of euros are spent on teams to meet European objectives. In football, many of the continent‟s top clubs, such as Real , Bayern , AC Milan, Chelsea, Shalke and Manchester United have deals that are worth €15 million or more.

Although individual endorsements can be high, at around €3 million per deal for the elite in European sport, there are simply not enough names who command that sort of fee to challenge event and team sponsorship as the major outlets for expenditure. The value of personal endorsements drops very sharply if the athlete in question is not a huge and consequently the large number of deals account for only a fraction of the overall sponsorship value in Europe.

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Event sponsorship in Europe represents roughly 25% of deals and revenue. Given that many events attract large numbers of competitors, each with their own deals, it might surprise some to see the large proportion of event deals. This is largely because at lower levels in sport, the event organiser is more professional in attracting sponsorship than the commercially less established competitors.

As with teams, sponsorship of events has seen some sharp rises in recent years for major properties. For example, FIFA World Cup rights have risen to around $40 million per year, the Champions League is now €25 million per sponsor and title rights to the German Bundesliga have reached a staggering €60 million per year. The result is that the share of money invested in event sponsorship has all but kept pace with that going to teams and it is these two types that dominate.

The label „other‟ in the Chart, includes such rights as web sites, matchday programmes, club sports schemes and supplier deals etc. Because these are rarely very high profile compared to the primary rights, their value is relatively low.

Although naming rights can command large sums, the Allianz in Munich and the in London being prime examples, there are not sufficient large deals to make a big impact in overall spend. The actual number of „pure‟ naming rights in Europe, in which an entire stadium is named after the sponsor, is quite small at under 100 sports arenas. Chart 1.11, however, has included partial naming rights such as the rights to a grandstand. This explains the relatively high number of deals at 4%.

Chart 1.11. European Sports Sponsorship Deals by Type 2007

Number of Deals Value of Deals

Naming Other Rights Other Naming Personal 7% 2% 1% Rights 12% 4% Team 40%

Personal Event 24% 23% Team Event 62% 25%

Sponsorship by Industry Sector

One of the key findings in the report is the growth of sponsorship in the financial services sector. In the early 1990s, the sector was a relatively small player in sponsorship and indeed in marketing in general. The de-regulation of financial services across Europe has seen a major increase in competition resulting in banks, insurers and credit card operators having to fight much harder to attract and retain customers.

Chart 1.9 shows that financial services now represent the largest number of deals struck in sport. This is followed by FMCG, sports clothing and the motor industry. Sports clothing‟s relatively low position, considering its profile in sport, is because the majority of its deal are not considered as sponsorship.

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Chart 1.12. European Sports Sponsorship by Industry Sector – No of Deals

Number of Deals

Financial Services 11%

FMCG 8% Sports Equipment/Clothing 7%

Automotive 6%

Telecommunications 5%

Alcohol 5%

IT 4% Retail 3%

Fashion 3% Leisure 2%

Gambling 2% Airline 2%

Time Keeping 2% Energy 2%

Property 1%

Logistics 1%

Consumer Electronics 1%

Construction 1% Oil 1%

Government 1% Luxury Goods 1%

Other 29%

0% 5% 10% 15% 20% 25% 30% 35%

Technical sponsorship deals with football clubs are driven by the direct revenues the manufacturers receive from replica kit sales, rather than an attempt to enhance branding. They therefore do not count as sponsorship in the industry calculations. The wearing of a cap with the Nike swoosh by golfer , on the other hand, does count because Nike is trying to boost its golf brand presence rather than sell caps. The figures have been adjusted to take account of this definition.

An analysis of the value of deals in Chart 1.13 (overleaf), shows that financial services again takes the top spot. The big deals in financial services in sport include Visa in the Olympics/FIFA World Cup, MasterCard in the Champions League/Euro 2008, Norwich Union and UK Athletics, Banco Santander, ING, Royal Bank of Scotland and Allianz in Formula One, Barclays in the English Premiership and AIG and Manchester United,

The automotive sector, traditionally one of the biggest sources of sports sponsorship funding in Europe, is now in second position with telecommunications in third. Telecommunications sponsorship comes mainly from the big mobile operators such

28 as T-Mobile, Orange and Vodafone. The inflow of cash from internet giants, such as Yahoo in Formula One, in the early part of the decade, has now receded.

Chart 1.13. European Sports Sponsorship by Industry Sector – Value of Deals

Value of Deals

Financial Services 13%

Automotive 12% Telecommunications 10%

FMCG 6% IT 6%

Alcohol 5%

Oil 5% Sports Equipment/Clothing 4%

Consumer Electronics 4% Airline 3%

Gambling 3%

Energy 3% Tobacco 2%

Fashion 2% Leisure 2%

Time Keeping 1%

Luxury Goods 1%

Retail 1%

Logistics 1% Property 1%

Other 17%

0% 5% 10% 15% 20%

Fast Moving Consumer Goods (FMCG) has also seen a growth in sponsorship expenditure and this is mainly from the non-alcoholic drinks sector with Coca-Cola and Red Bull being particularly big investors. Aside from soft drinks, however, FMCG is relatively inactive in sponsorship, especially considering its high overall marketing spend. Nielsen Media Research suggests that total advertising spend in Europe on food in 2006 was €7,010 million. For non-alcoholic drinks, however, the figure was €1,795 million. In sponsorship the ratio is pretty much reversed.

It is, of course, arguable, that many FMCG products don‟t sit particularly well with sports rights holders. The theory is that the brand values of, for example, a detergent or a loaf of bread, don‟t have much in common with a tennis or football star. There are, however, plenty of examples where creative use of sponsorship by FMCG companies has delivered powerful and successful campaigns. They include Flora

29 margarine and the London Marathon, Gillette and David Beckham and Ecover and the Velux 5 Oceans Race.

Information technology expenditure is predominantly directed to Formula One with such companies as Lenovo, Acer, Microsoft, SAP, Intel, Dell, Avaya and IBM all backing teams. The rationale, as described earlier in the section is the natural fit between the two technology led activities. The industry is, however, involved with in non-technology sports such as Rugby Union where Capgemini and NEC are sponsors. Given the profile of rugby fans and the networking opportunities in the sport, it is surprising that so few IT companies have signed up to meet business-to- business objectives even though the image attributes are not close.

In the equivalent survey in 2000, alcohol was third in the sponsorship spend table, but has now fallen down to sixth position. This is a reflection of sports growing unease with alcohol. Aside from the pressure rights holders might receive from bodies trying to tackle alcohol abuse, there is also a practical reason for choosing non-alcohol sponsors. Rights holders are increasingly working with sponsors to create joint promotional activity, which is often aimed at families. Apart from the fact that do so with an alcohol brand is illegal in some countries and breaks voluntary codes in others, it is too risky to run such initiatives from a public relations point of view. As a result, many rights holders instead to offer pouring rights deals and save primary sponsorship offerings for other industry sectors.

The biggest climbers in the table are gambling, airlines and energy. Like financial services, gambling and energy are industries that have seen deregulation. The betting industry has also been transformed by the development of online gambling with dozens of new companies challenging the established players in a growing market. The online companies, however, need to generate awareness to drive gamblers to their sites. With some restrictions on advertising in European markets, sponsorship has become a favoured option for many such companies. There are, however, still regulatory hurdles to overcome with online gambling sponsorship subject to a legal challenge in Germany. In France several football clubs, such as Monaco and Toulouse, were forced to drop their gambling partners in 2006.

Energy is also emerging as a serious player in sponsorship as customers are given a choice of utility company to contract to. In Germany and the UK in particular, several big deals have been signed in recent years such as EDF‟s backing of the 2012 London Olympics, E.On‟s FA Cup deal, RWE‟s sponsorship of Bayer Leverkusen and nPower‟s partnership with English Cricket.

The growth in airline sponsorship is almost solely down to Emirates which has major sports rights such as the FIFA World Cup, Arsenal, Paris Saint-Germain, the Rugby World Cup and a team in the America‟s Cup. Although Etihad‟s recent deal with F1 team Spyker is further evidence of growth in the sector.

The biggest drop for any industry is, not surprisingly, tobacco, which is now banned from sponsoring in Europe. That it appears at all is down to Marlboro‟s continuing sponsorship of Ferrari in Formula One and Ducati in MotoGP. The teams are not permitted to display Marlboro branding on their vehicles anywhere in Europe, but Marlboro seems content to have the colours associated with its products on the vehicles.

Many people have accused Ferrari in particular of breaking the spirit of sport as all other tobacco manufacturers have withdrawn from sponsorship. Until Marlboro does, there is an argument that Ferrari is receiving an unfair advantage in taking a massive rights fee that no other team receives.

Industry sector spend analysis in major deals is a useful guide because it demonstrates where the money is coming from for those committing very large budgets to sport. The sports in question include, for example, FIFA World Cup, the

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Olympics, Formula One, the Champions League, the Tour de France, Rugby World Cup, the Six Nations etc.

In terms of number of deals, again financial services leads, but alcohol is surprisingly highly placed. As seen in Chart 1.15, however, the value of the deals for alcohol are not particularly high and this reinforces the point that the industry sector now rarely takes title rights. There are a few exceptions such as Rugby Union‟s Heineken Cup and the Stella Artois tennis , but neither are in the really big league of properties.

Chart 1.14. Sponsorship by Industry Sector– Major International Events by No of Deals

Number of Deals

Financial Services 13%

Sports Clothing 9%

Alcohol 9%

Telecommunications 8%

FMCG 8%

IT 8%

Automotive 7%

Airline 7%

Time Keeping 3%

Energy 2%

Consumer 2% Electronics Other 26%

0% 5% 10% 15% 20% 25% 30%

The high showing of sports clothing sponsors is no surprise because most major events have such a partner and generally this is considered a genuine sponsorship rather than a direct sales platform.

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The lead financial services has in terms of value is significant. Some of the big deals were listed earlier in the section and the fact that a financial services partner is involved in just about every major sporting event demonstrates how seriously the industry considers sponsorship as a communication tool.

Telecommunications, automotive and FMCG have very similar spending levels in the major events. Big telecommunications and FMCG sponsors have already been discussed. The automotive industry, however, has been considered so far mostly in terms of its Formula One interests. It is worth bearing in mind that Hyundai/Kia and Ford are also major sponsors of international football and Mercedes is principle sponsor of the ATP Tour. In other sports, Skoda partners the Tour de France, Volvo has title rights to , BMW has numerous rights in golf and Audi in winter sports.

Chart 1.15. Sponsorship by Industry Sector– Major International Events by Value of Deals

Value of Deals

Financial Services 18%

Telecommunications 11%

Automotive 11%

FMCG 11%

Consumer 7% Electronics

Alcohol 7%

IT 7%

Sports 6% Equipment/Clothing

Airline 5%

Time Keeping 2%

Energy 2%

Other 14%

0% 5% 10% 15% 20%

Of the big consumer electronics companies, the most notable sponsors are Sony in the FIFA World Cup and the Champions League, ‟s backing of Formula One‟s Toyota team, JVC and Euro 2008, and Philips which has several major deals including Formula One with Williams and secondary rights with FIFA.

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The Origin of Sponsorship Expenditure

Chart 1.16 considers the international origin of sponsorship funding in Europe. To create a clearer picture of where overseas investment is coming from, sponsors based in the big five markets, France, Germany, Italy, Spain and the UK have been removed from the equation. These countries are included in their own national surveys and also in the analysis of funding major international events.

Chart 1.16. Origin of European Sports Sponsors Excluding Top 5 European Markets

Number of Deals Value of Deals Netherlands Korea Other Sweden Korea 7% 2% 18% USA USA 2% 4% Switzerland 36% 36% Sweden 7% 5%

Netherlands Other 7% Japan 14% Switzerland 23% 9% Japan 30%

Not surprisingly the USA, being the World‟s biggest economy and home to most of the giant multinational corporations, is the biggest investor in terms of number of deals. With its large automotive and electronics corporations, it is also quite predictable that Japan would come second.

What is perhaps surprising, is the high level of investment from Switzerland. The country is 37th in the International Monetary Fund‟s GDP ranking, significantly behind Korea and the Netherlands and four places below Sweden. The reason that Switzerland features so strongly is partly because the likes of UBS and Credit Suisse have invested heavily in the America‟s Cup and Formula One respectively. But more important is the Swiss watch manufacturing industry in which Rolex, Tag Heuer, Omega, Oris and Longines etc use event and personal sponsorship to promote their products. In many cases the companies are official time keepers, which is actually a more costly operation to undertake than might be imagined, and the deals feature a level of in kind trading.

The big value deals from the Netherlands include Philips, which has already been discussed, but also Shell and ING in Formula One, Heineken in Rugby and KLM in golf.

Korea‟s investment levels are mostly accounted for by Hyundai/Kia in the FIFA Word Cup, Euro 2008 and ITF tennis, and Samsung with the Olympic Games, Chelsea and Spyker-F1,

In an analysis of funding major international events (Charts 1.17/1.18 overleaf), again the USA and Japan take the top two spots in terms of the number and value of deals. The big surprise here, however, is that France ranks third place in both categories. In terms of GDP, France trails both Germany and the UK and, as shown in Chart 1.4, it is significantly behind both in domestic sponsorship expenditure.

It is perhaps understandable that France should be above the UK because it has more consumer-facing multinational corporations. In a list of the World‟s leading companies by turnover, France has seven in the top 150 and Britain 11. Many of Britain‟s leading companies such as Glaxo SKB, Tesco, BP, HSBC, BAE, Anglo American etc invest very little in sponsorship considering their size. Although fewer in

33 number, top French multinationals include , Renault, Carrefour, AXA, Veolia and Total, all of which are involved in sports sponsorship.

But this doesn‟t explain why there is more investment from French than German companies in international events. Germany has 21 companies in the global top 150, and the list includes big sponsors such as Mercedes, Allianz, Continental, AG, SAP and E.ON.

Chart 1.17. Origin of Sponsors – Major International Events by Number of Deals

USA 23%

Japan 13% France 10%

Germany 8%

UK 6%

Dubai 5%

Netherlands 4% Switzerland 4%

Italy 3%

Spain 3%

Korea 2%

Other 17% 0% 5% 10% 15% 20% 25%

Chart 1.18. Origin of Sponsors – Major International Events by Value of Deals

USA 34%

Japan 15% France 8%

Germany 7%

UK 7%

Korea 6%

Netherlands 5% Dubai 5%

Switzerland 2%

Spain 2%

Italy 1%

Other 7% 0% 5% 10% 15% 20% 25% 30% 35% 40%

One of the reasons for the findings that French companies tend to opt for transnational events in greater numbers. Deutsche Telekom, for example, although a sponsor of the international T-Mobile , spends the majority of its budget

34 on home soil with domestic football sponsorship, Similarly, Allianz sponsors Williams in Formula One, but its biggest investment is the naming rights for the Munich Arena.

Major international French sponsors include BNP (tennis), Atos Origin (Olympics) and ELF in Formula One. French companies also dominate the expenditure for the (staged in France) and the Tour de France. They also invest in international sailing events such as the America‟s Cup and the Vendee Globe.

It is, however, almost certain that German companies would overtake French in terms of number of deals and total expenditure if in kind support was included in the list. German technical investment in Formula is now much greater than any other country and trade support value runs to hundreds of millions of euros.

Apart from France taking third place, the other interesting finding is Dubai‟s sixth position in the number of deals and eighth place in deal value. The reason for the difference in the two rankings is mainly down to Emirates having signed a large number of lower value deals in Rugby Union, mainly for events. Emirates is, as previously discussed, now a major global sponsor, and most of its expenditure is on big international properties such as the FIFA World Cup and the entry for the America‟s Cup. The other big Dubai-based deal is from investment group Mubadala which sponsors Ferrari and there are also other smaller deals from the Emirate such as Dubai Duty Free‟s sponsorship of women‟s tennis.

Tables 1.2 a/b, examine the biggest sponsoring companies in Europe by rights acquisition expenditure. Again the calculations have been made on a basis of how much the rights are considered to be European-focussed. For Emirates‟ title sponsorship of team New Zealand in the America‟s Cup, for example, only 35% of the $50 million rights fee was considered to be aimed at Europe.

Deutsche Telekom, therefore leads the list as Europe‟s biggest sponsoring company. Its biggest single investment is for primary rights to the German Bundesliga. The company has paid a reported annual fee of €60 million. The rationale behind the deal is that the company wants to promote its T-Home offering, which features internet television options with rights to live coverage of the Bundesliga.

The company is also sponsor of Bayern Munich, estimated at €20 million per year, the T-mobile cycling team at €12 million per year and Team Shosholoza in the Americ‟a Cup. Other properties include the T-Mobile Arena in Prague, West Bromwich Albion FC in the UK, in Hungary, the Berlin Marathon and the German National Paralympic Committee.

Toyota comes second in the table, largely because of its massive investment in its Formula One team, much of which is considered as sponsorship as opposed to trade support. The company is also a primary sponsor of the UEFA Cup, Fiorentina F.C, , the French national football team, French football and rugby leagues and club. It was also a major backer of Team New Zealand in the America‟s Cup and is a Test Match Ground partner in English cricket.

Third in the list is Emirates, which has already been discussed, followed by Honda, which again for a Japanese car manufacturer, is mainly because of its Formula One investment, although the company also spends heavily in MotoGP. Red Bull‟s investment is also primarily in Formula One although the company does have a series of smaller sponsorships in extreme sports and also creates its own events.

It is highly significant that Coca-Cola comes in sixth place for two reasons. First, it is one of the founders of the sponsorship industry taking first rights to major events such as the Olympic Games else and using sponsorship to help create arguably the World‟s biggest brand. Although by no means a fall from grace, being in sixth position does demonstrate that other brands have realised that sponsorship is a powerful tool and, in Europe at least, those companies are prepared to match its spending.

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Table 1.2a. Europe’s Top Sponsorsing Companies

Rank Company Euros (M) Rank Company Euros (M) 1 Deutsche Telekom 89.9 51 Santander 13.5 2 Toyota 78.2 52 Gatorade 13.0 3 Emirates 68.0 53 888.com 12.8 4 Honda 60.0 53 LG 12.8 5 Red Bull 56.7 55 RAG AG 12.0 6 Coca-Cola 48.5 56 EDF Energy 11.0 7 Mercedes-Benz 47.6 57 AT&T 10.5 8 Vodafone 45.0 57 Banco Santander 10.5 9 BMW 42.6 57 Credit Agricole 10.5 10 Orange 41.5 57 Hugo Boss 10.5 11 Panasonic 37.5 57 Iberdrola 10.5 12 36.1 57 Martini 10.5 13 Barclays 35.7 57 O2 10.5 14 MasterCard 35.5 57 United Internet 10.5 15 Marlboro 35.3 65 CSC 9.8 16 Heineken 34.8 66 Caisse d'Epargne 9.6 17 Royal Bank of Scotland 33.6 67 SAP 9.5 18 Bwin 32.7 67 nPower 9.5 19 Ford 32.3 69 Nationwide 9.4 20 Telecom Italia 31.8 70 Canon 9.0 21 Renault 31.7 70 Mutua Madrileña 9.0 22 Hyundai/Kia 30.5 70 Pirelli 9.0 23 Visa 30.0 70 Volvo 9.0 24 Sony 29.4 74 E.ON 8.9 25 Playstation 29.3 75 Bouygues Telecom 8.6 26 FIAT 25.6 76 Seiko 8.1 27 Samsung 25.1 77 FDJeux 8.0 28 24.7 78 Aldar 7.5 29 Gazprom 24.0 78 Esso 7.5 29 Bridgestone 23.7 78 Konica/Minolta 7.5 31 ING 23.7 78 Guinness 7.5 32 Carlsberg 23.6 78 Société Générale 7.5 33 Volkswagen 23.0 78 Telefónica 7.5 34 AIG 22.5 78 UBS 7.5 35 McDonald's 21.8 78 Velux 7.5 36 Lloyds TSB 20.7 86 ABM Ambro 7.4 37 Johnnie Walker 20.3 86 Budweiser 7.4 38 Elf 19.5 88 Reekbok 7.2 39 Shell 18.5 89 GMF 7.1 40 Lenovo 18.0 90 Ag2r 6.8 41 Carling 17.3 90 Euskatel 6.8 42 Intel 16.5 90 Intersport 6.8 43 Portugal Telecom 16.1 90 Toshiba 6.8 44 Nike 15.5 94 BNP Paribas 6.6 44 Allianz 15.0 95 Rauch 6.5 44 Crédit Suisse 15.0 96 6.4 44 N9UF 15.0 97 Lotto 6.3 48 Philips 14.6 98 Agritubel 6.1 49 TAG 13.9 98 BT 6.1 50 Omega 13.5 100 Capitalia 6.0

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Table 1.2b. Europe’s Top Sponsoring Companies

Rank Company Euros (M) Rank Company Euros (M) 100 6.0 100 Milram 6.0 100 Dell 6.0 100 NEC 6.0 100 Ericsson 6.0 100 Prodir 6.0 100 Estrella Damm 6.0 100 Quick Step 6.0 100 Holland 6.0 100 Rabobank 6.0 100 Lampre 6.0 100 Repsol 6.0 100 Liberty Seguros 6.0 100 Saunier Duval 6.0 100 6.0 100 SNCF 6.0

The other significant point about Coca-Cola‟s position is that it is the highest of any US company. The second highest is Marlboro, which in theory is banned from sponsoring in Europe, in 15th place (roughly 45% of its expenditure is deemed to be aimed at Europe, although the company might claim it is aimed more at Asia).

One interesting point is that although financial services has a clear lead as the biggest spending sector in Europe, the top ranked financial services providers are Barclay‟s and MasterCard, in 13th and 14th places respectively. The research does show that financial services companies do take some of the big rights in the industry, but it is partly the vast sums involved in bankrolling a Formula One team that have led to the automotive sector dominating the top spots. Also, many of the big financial services deals are aimed at global audiences and are adjusted accordingly.

Going down the list, there are no surprising findings, although some companies, such as Gazprom, achieve a high ranking on the back on one very large deal.

Top Five European Markets

France Sponsorship expenditure in France in some ways belies the national character with FMCG beating financial services, Europe‟s number one spending industry into second place in terms of number of deals.

Chart 1.19. Sponsorship by Industry Sector – Number of Deals - France

FMCG 13%

Financial Services 10% Sports Clothing 8%

Retail 7%

Telecommunications 7% Automotive 5%

Energy 5% IT 5%

Leisure 4%

3% Gambling Other 33%

0% 5% 10% 15% 20% 25% 30% 35%

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Indeed France and Italy are the only two markets in Europe in which food takes a large share of the FMCG sponsorships, whereas in other countries, as discussed earlier, soft drinks account for the majority of the sector‟s deals.

When the value of the deals is analysed, however, it is telecommunications and financial services that lead. Telecommunications‟ position is partly down to Orange‟s very large investment in sport. The company has title sponsorship deals in French football and Rugby Union, primary rights for the Rugby World Cup and the Tour de France and also sponsors USA Perpignan rugby club. Other mobile operators include Bouygues Telecom, which sponsors one of the UCI top ranking cycling teams and the French football League Cup. SFR has football rights for the French Cup and the national federation rights, and N9UF is sponsor of Olympique de Marseille.

Major financial services sponsors include Credit Agricole, AXA, Crédit Lyonnais, Ag2r, Cofidis, Société Générale, GMF which are involved in a variety of sports including the Tour de France, Rugby Union and football.

Chart 1.20. Sponsorship Spend By Industry Sector –Value Of Deals - France

Telecommunications 19%

Financial Services 13%

Energy 8% IT 5%

Automotive 5% FMCG 5%

Retail 5%

Sports Clothing 4% Gambling 3%

Leisure 2%

Other 32%

0% 5% 10% 15% 20% 25% 30% 35%

Energy takes third place in the expenditure ranking largely because of the high level of investment from EDF Energy in Rugby Union where it is a major sponsor of the World Cup, Heineken Cup and The Ligue Nationale de Rugby (LNR). The other major energy sponsor is Areva, a team title sponsor in the America‟s Cup, spending an estimated $23 million on the event. There are, however, other notable energy sponsors such as Suez which is a tier one sponsor of the French Football Federation, Electricité de Strasbourg (RC de Strasbourg football club) and Gaz de France which sponsors the French Athletics Federation.

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Chart 1.21 Sponsorship Expenditure by Sport - France

Tennis Athletics 2% 3% Sailing Cycling Rugby Union 9% 10% 9%

Other

12% Football

31% Motorsport 24%

In terms of expenditure by sport, football leads on 31% with motorsport in second place. Although motorsport has a proud heritage in France, it is not home to many major international teams in Formula One or MotoGP. Renault is the sole representative in Formula One, although technically its base is in the UK. France is, however, host to a Formula One Grand Prix and Le Mans.

As the host nation to the World‟s greatest cycling event, the Tour de France, the sport obviously attracts significant sponsorship. Similarly, sailing is very popular in France and a much more democratic sport than it is in most European countries with high levels of participation.

Rugby Union features strongly in part because the country is host to the 2007 Rugby World Cup which has boosted national sponsorship of the sport.

Chart 1.22 Origin of Sponsorship Expenditure - France

Number of Deals Value of Deals UK Sw'land Other UK Sw'land 3% 1% Other 19% 2% 3% Italy 8% 4% Germany Japan 3% 5% Italy Germany 4% France USA Japan France USA 5% 57% 9% 5% 62% 10%

In terms of the number and value of deals, France is most notable for not depending too heavily on any one particular outside investor. The US is responsible for around 10% of deals by both number and value but no other country breaks the five per cent mark.

The biggest value deals from the USA are for the international facing Renault F1 team which has such partners as 3D Systems, CD Adapco and Symantec to name but a few. Outside F1, deals tend to be much smaller with Coca-Cola, for example, sponsoring the French Football Federation and FedEx having a major deal with

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Roland Garros. US-based IT company CSC, however, pays around €9 million per year to be principle sponsor of one the country‟s leading cycling teams.

Germany

Europe‟s largest sponsorship market, Germany, is also arguably the most mature with a highly developed industry servicing major sponsors. The only other country that matches Germany in this regard is the UK, although the proportion of marketing expenditure going to sponsorship is much smaller in the UK.

As has been seen overall in Europe, the financial services sector is a major investor in Germany, and joint leader in terms of number of deals with the automotive industry.

Allianz has led the way with the naming rights deal for the new Munich stadium and the Williams Grand Prix team. Many of the major financial services companies have struck naming rights deals such as Commerzbank (Frankfurt), AWD (Bremen and Hanover) and Signal Iduna in .

Primary sponsors of football clubs in the sector include Deutsche Vermögensberatung (Kaiserslautern), Neue Leben (Hansa Rostock) and DWS (VFL Bochum).

Chart 1.23. Sponsorship By Industry Sector – Number Of Deals - Germany

Number of Deals

Financial Services 12%

Automotive 12% Sports Clothing 9%

IT 8%

Alcohol 8% Telecommunications 7%

FMCG 6% Energy 6%

Clothing 4%

Other 31%

0% 5% 10% 15% 20% 25% 30% 35%

Automotive features highly partly because of the overall strength of the German motor industry. All the major domestic manufacturers such as Mercedes, BMW, Volkswagen, Audi and Porsche sponsor major sports properties and Toyota is the owner of the biggest Formula One team based in the country.

Major motor industry partnerships include Mercedes‟ association with the country‟s national football team through the DFB, its sponsorship of German Open tennis and the Gottlieb-Daimler Stadion, home to VfB Stuttgart. Porsche and Volkswagen also have significant sports naming rights deals. BMW invests heavily in Formula One, sailing and golf whereas Audi is the biggest sponsor of winter sports in the country.

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In IT there are numerous major sponsors such as UGS in DTM (touring cars), NEC a partner in the United Internet Team Germany in the Amercias Cup, enVia, primary sponsor of Energie Cotbus, as well as software giant SAP which sponsors the Anglo- German McLaren team and has a naming rights deal for the arena in Mannheim.

The energy sector is also a well established sponsor in Germany, especially in football with such deals as RWE and Bayer Leverkusen, EnBw and VFB Stuttgart and Gazprom‟s recent large deal with Shalke.

Added to this are E.ON and World Cup Ski Jumping, RasGas and German Open tennis. Major energy sector naming rights deals include the RheinEnergieStadion and GEW Energy in Cologne and the erdgas Arena in Riesa.

Chart 1.24. Sponsorship By Industry Sector –Value Of Deals - Germany

Telecommunications 19%

Financial Services 13% Energy 8%

IT 5% Automotive 5%

FMCG 5%

Retail 5%

Sports Clothing 4%

Gambling 3% Leisure 2%

Other 32%

0% 5% 10% 15% 20% 25% 30% 35%

In terms of value of deals, however, the biggest spending sector is telecommunications. This is mostly down to the very high spending of Deutsche Telekom discussed earlier in the section. Other significant sponsors include United Internet in the America‟s Cup and KDDI which is a partner of the Toyota F1 team.

Chart 1.25. Sponsorship Expenditure by Sport - Germany

Basketball Sailing Tennis 1% 4% 2% Athletics Other 2% 12%

Football 41%

Motorsport 38%

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Chart 1.25 shows that football is the biggest recipient of sponsorship expenditure in Germany followed closely by motorsport. The figures have been adjusted to take into account that the German motorsport industry receives a large proportion of its income for international sponsorship objectives. Thus the Toyota, BMW Sauber and Mercedes McLaren teams, with a combined team budget of around €1billion, are considered to apportion only a fraction of this figure in the domestic market.

Although the same is true for sailing, the sheer size of the investments by, for example, BMW and United Internet in the America‟s Cup and Hugo Boss in the Velux Five Oceans means that sailing outstrips other popular sports even when the international factor is removed. Because motorsport, football and sailing deals have become so large in Germany, sports such basketball, tennis, athletics and handball receive only a small percentage of the overall pot even though they receive significant sums in sponsorship.

Chart 1.26 Origin of Sponsorship Expenditure – Germany

Number of Deals Value of Deals

Germany Other Other Germany 57% 15% 16% 62% USA USA 11% 11%

Japan Japan 11% 17%

As with most European countries, Germany funds around 60% of deals by both number and value from domestic companies. Japan is the largest international investor in sport with notable deals being the Toyota F1 team which also features Panasonic as a major sponsor. Other notable Japanese investors include Kyocera, primary sponsor of Borussia Moenchengladbach, NEC which backed the United Internet America‟s Cup team and Ricoh which sponsors the Berlin Marathon. The German motorsport industry also receives a large investment from the likes of Bridgestone, Denso and Takata.

US sponsors tend to prefer the international properties such as, again, the Toyota F1 team which numbers Esso, BMC Software, EMC and Time Inc among its partners.

Of the large „other‟ category, Gazprom‟s (Russia) deal with Shalke and Emirates‟ with Hamburg in football are notable for the size of their investments but most deals from outside Japan and the USA tend to be small.

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Italy

Italy‟s sponsorship environment is, in some respects, similar to that of France with the FMCG sector leading in terms of number of deals. Unlike the major northern European markets, the FMCG sector is strongly represented by food brands whereas in the UK, for example, soft drinks tend to dominate. Such sponsors include Stocco&Stocco and Frutta being primary club sponsors at Reggina and Empoli respectively and Kinder is the lead sponsor in Italian basketball with its association with the governing body, the FIP. Such deals, however, are relatively low value and the sector has shrunk in terms of its financial contribution to sport. In 2000, for example, four Serie A clubs were sponsored by food brands with a combined value of €12 million. Despite the growth in sponsorship in the intervening years, the combined value of food industry deals for the two clubs mentioned is thought to be below €4 million and this trend is true for other sports.

Given the strength of motorsports in Italy, it is not surprising to see a high level of automotive sponsors in the list.

FIAT‟s backing of Ferrari in F1 and the Ducati and Yamaha MotoGP teams is the most high profile example. The company‟s New Holland brand of construction and agricultural vehicles is also the new sponsor of Juventus. Outside motorports there are also other notable deals such as Citroen in athletics, Jaguar in Rugby Union and Toyota and Kia being primary club sponsors of Fiorentina and Udinese respectively.

Financial services sponsorship in Italy is developed and applies to a wide range of sports. In football the Ina Assitalia primary shirt deal with Lazio is the most prominent in the sector but Chievo, Ascoli, Livorno and Siena also have financial service sponsors and Generali Group is a sponsor of the national team.

Capitalia and Intesa Sanpaolo both backed Italian teams in the America‟s Cup and in Rugby Union Cariparma & Piacenza is primary sponsor of the national team.

In such a style conscious country, the fashion industry is also well represented again across a variety of sports. Gaudi sponsors Ascoli in football, Benetton backs in Rugby Union and Prada was a major sponsor of the Luna Rossa America‟s Cup team.

Chart 1.27. Sponsorship by Industry Sector – Number Of Deals - Italy

Number of Deals

FMCG 12%

Sports Clothing 9%

Automotive 8%

Financial Services 8%

Fashion 7%

5% IT Telecommunications 5%

Construction 3% Alcohol 3%

Other 41%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

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Chart 1.28. Sponsorship by Industry Sector –Value Of Deals - Italy

Value of Deals

Automotive 17%

FMCG 13%

Financial Services 8%

IT 8%

Telecommunications 8%

Alcohol 5%

Fashion 4%

Sports Clothing 3%

Construction 2%

Other 29%

0% 5% 10% 15% 20% 25% 30% 35%

Chart 1.28 reflects the heavy expenditure of the automotive sector as discussed and demonstrates the continuing importance of the FMCG sector despite the fall in the value of its major deals.

Telecommunications, despite having a relatively low number of deals, is a major contributor with Telecom Italia (and its Alice brand) being Italy‟s biggest sponsor. The company has deals with motorsport teams Ferrari, Ducati and Gresini Honda and also sponsors the Italian Grand Prix in MotoGP and is title sponsor of the Italian Open in golf. Telecom Progetto Italia was a major backer of the Luna Rossa team in the America‟s Cup.

Chart 1.29. Sponsorship Expenditure by Sport – Italy

Basketball Sailing Cycling Athletics 2% 10% 3% Rugby Union 2%

4% Football 28% Other 9%

Motorsport

42%

In terms of value, motorsport outstrips football by a considerable margin even after the international element of motorsport sponsorship spending has been deducted. This is because of the vast sums spent on Formula One and MotoGP teams in particular in the country. Sponsorship in football, on the other hand, tends to be significant only for the handfull of major Serie A clubs and Italy hasn‟t witnessed the

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major deals for league and cup competitions that have been established in Germany and England in particular.

As in France, sailing is strong and this reflects the country‟s strong nautical industry in which the country boasts some of the world‟s leading yacht builders and equipment suppliers. As such, an interest in entering yachts for major international is a natural step. Big brands have been keen to be associated with the popularity of the sport as well as the hi-tech and style attributes that sailing in Italy offers.

Chart 1.30 shows that Italy is fairly consistent with the major European markets in terms of the number of deals sourced domestically although it is below average for value of deals. This is partly because of the strength of motorsports, which attracts major international sponsors. Notable in pushing up the value of US deals is Marlboro‟s sponsorship of both Ferrari and Ducati with a combined value estimated in the region of €100 million, although much of this is, of course, considered to be international, rather than Italian marketing spend.

In football there are only a few major overseas deals, although they are quite significant being for major clubs such as Milan (Bwin), Fiorentina (Toyota) and the national team‟s main technical partner Puma.

Chart 1.30. Origin of Sponsorship Expenditure – Italy

Number of Deals Value of Deals France UK Germany % 1% UK Germany Japan 5% Italy 3% 3% 6% 4% 46% Japan 6% Other Other 19% 7% USA Italy USA 23% 7% 68%

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Spain

Spain is arguably the most immature of the five major European sponsorship markets and this has been reflected by the level of rights fee that properties have commanded until recently. The World‟s biggest football club, Real Madrid, for example, only managed to overtake medium level Bundesliga clubs in sponsorship earnings in the past few years. This is despite the club having a massive global fan base and fielding some of the greatest players on earth.

The country is, however, catching up quickly and developing a more sophisticated sponsorship support industry and it is also important to bear in mind the impact that sporting success is having on the industry.

Aside from having arguably the world‟s strongest football league in La Liga, Fernando Alonso‟s Formula One World Drivers‟ Championship victories have raised interest levels in the sport in Spain. His move to the McLaren team was followed by a $20 million sponsorship deal from Spanish banking group Santander, which also sponsored the British Grand Prix.

Of equal importance for the domestic sponsorship industry, was the hosting of the America‟s Cup in 2007. This saw major sponsorship budgets being activated in Spain and many Spanish companies, new to sponsorship, committed significant sums in support of both the event and Spanish teams.

In tennis, Rafael Nadal continues to challenge Roger Federer for the number one spot adding commercial interest to the sport in Spain and in golf Sergio Garcia remains among the World‟s elite. The fact that MotoGP is administered from Spain, along with several teams being based in the country, further adds to the sports business infrastructure.

Chart 1.31 demonstrates the increasing maturity if the industry in Spain with financial services companies leading the chart in terms of the number of deals in major sports properties. In immature markets, FMCG and alcohol tend to have a higher profile.

Chart 1.31. Sponsorship by Industry Sector – Number of Deals - Spain

Number of Deals

Financial Services 15%

Government 11%

Automotive 11%

Sports Equipment/Clothing 11%

Gambling 8%

Alcohol 8%

Telecommunications 8%

Property 6%

Other 24%

0% 5% 10% 15% 20% 25% 30%

It could be argued that the strong showing for government sponsorships is a sign of an immature market, and to a minor extent this might be true. In Spain, however,

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many such sponsorships are designed to promote the country‟s biggest industry, tourism, and as such have a legitimate commercial objective.

Chart 1.32 shows that financial services is the largest sponsorship investor in terms of value. Major sponsorships include Caja Madrid and Santander in the America‟s Cup, Liberty Seguros and Caisse d'Epargne in cycling, Barclay‟s in basketball and Banco Madrid in golf.

Automotive is the second biggest contributor with notable deals including Toyota‟s support of both Valencia and La Liga, Citroen and Celta Vigo in football, Mazda in the America‟s Cup, Fiat in basketball and Volvo in golf.

Telecommunications is also a strong sector with the country‟s leading operator, Telefonica being title sponsor of the Spanish Grand Prix, football‟s and the Telefónica Arena in Madrid. In the America‟s Cup, both Vodafone and Alcatel-Lucent were major event sponsors and in cycling Euskatel backs one of the leading teams in Europe.

The fastest growing sector is gambling and the investment from Bwin in Real Madrid and the Catalonian and Valencia Grands Prix in MotoGP along with 888.com‟s primary deal with Sevilla F.C have been most significant.

The property sector is also a relatively large investor in Spanish sport in comparison to other markets. It is particularly strong in backing football with primary sponsorship deals with La Liga clubs Espanyol (Quat Inversiones), Deportivo La Coruña (Fadesa) and Osasuna Pamplona (Restaura).

Chart 1.32. Sponsorship by Industry Sector – Value of Deals - Spain

Value of Deals

Financial Services 19%

Automotive 16%

Telecommunications 15%

Gambling 8%

Government 4%

Sports Equipment/Clothing 6%

Alcohol 5% Property 4%

Other 23%

0% 5% 10% 15% 20% 25%

Chart 1.33 (overleaf) shows that football, on 35%, is the leading recipient of sponsorship income for 2007 with motorsport second on 27%. Motorsport has grown in recent years with Fernando Alonso‟s Formula One successes boosting sponsorship interest and investment as previously discussed. Despite the rise in popularity in MotoGP, it is still a very long way behind Formula One in sponsorship earnings and has had difficulty in attracting major international brands to move on to the next level. Sailing is particularly high in 2007 as a result of the America‟s Cup being hosted in the country.

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The other two major sports, basketball and cycling each have around five per cent of total sports sponsorship expenditure.

Despite being a major destination for golf and producing several world class players, the sport hasn‟t really gained widespread popularity in Spain and as a result sponsorship income is not great.

Although Rafael Nadal‟s success in tennis has seen a boost in interest in the sport in Spain, the country is not home to one of the world‟s major tournaments and as such growth in commercial investment is steady rather than spectacular.

Chart 1.33. Sponsorship Expenditure by Sport – Spain

Basketball Athletics 5% Cycling Sailing 2% 4% 14%

Other

13%

Football

35% Motorsport 27%

The origin of sponsorship expenditure is similar to most of the major European markets with a high level of locally sourced deals and more than 50% of income from domestic companies.

The USA, however, supplies very few major sponsors compared to other European markets with Japan being the biggest investor in terms of both number of deals and value. Major Japanese sponsors include Mazda (America‟s Cup), Toyota (Valencia/ La Liga) and Ricoh (athletics).

French companies have also taken several high profile rights such as Carrefour (basketball), Citroen (Celta Vigo) Saunier Duval (cycling) and Axa (Desafío Español team in the America‟s Cup).

Chart 1.34. Origin of Sponsorship Expenditure –Spain

Number of Deals Value of Deals USA Other Other 5% 29% 16% USA % 6%

Japan Spain France Japan Spain 7% 53% 5% 10% 66%

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UK

The United Kingdom is the second largest sponsorship market in Europe after Germany and has also witnessed a high level of sophistication in the discipline with an established service industry and experienced managers working for top brands.

Financial services has leapt into a clear lead in terms of both the number of deals concluded and, as seen in Chart 1.36, the value of those deals. This follows the pattern of marketing spend overall in the United Kingdom with the sector becoming increasingly active and in equal first place in advertising expenditure to the retail sector. Major financial services sponsorships include Barclays (English Premier League), Norwich Union (athletics), Lloyds TSB (National Olympic partner 2012), AIG (Manchester Utd), Royal Bank of Scotland (Williams F1) and Santander (McLaren).

Chart 1.35. Sponsorship by Industry Sector – Number of Deals – UK

Number of Deals

Financial Services 15% Alcohol 9%

Sports Clothing 8% Automotive 5%

IT 5% FMCG 5%

Telecommunications 4% Gambling 4%

Time Keeping 2% Energy 2%

Airline 2% Consumer Electronics 1%

Other 38%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Alcohol, traditionally a strong sector in UK sponsorship, remains in second place in both the number of deals and value. Notable large deals include Carlsberg ( F.C and English F.A), Carling (Carling Cup, Celtic, Rangers), Johnny Walker (McLaren) and Guinness (Premier Rugby Union). Alcohol‟s second position, however, is mainly the result of a huge number of football, rugby and cricket clubs having alcohol partners as secondary sponsors.

The major contribution to sport made by the industry will obviously be of concern given the growing pressure for restriction on the marketing of alcohol. This has led to a voluntary ban on alcohol branding on children's replica sports shirts for all deals signed after 2008. Many in the industry see this as the precursor to more stringent measures as the problem of teenage and binge drinking in the UK grows. The industry is obviously worried that a full alcohol sponsorship ban could come into force as a natural progression to that for tobacco marketing.

Another traditional major sponsoring sector, automotive, has slipped back in the UK in recent years. There are now very few major deals outside Formula One, the exceptions being BMW and Lexus in golf and Ford‟s sponsorship of Essex County Cricket Club. Despite this, there are still a large number of smaller deals in cricket in particular but virtually nothing of significance in football, whereas in 2000, five Premier League clubs had automotive (or industry related) sponsors.

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The IT industry features strongly mainly as a result of its investment in Formula One but there are also notable deals in football (Ricoh and Coventry City), tennis (IBM and Wimbledon), Rugby Union (NEC and Harlequins), golf (Unysis) and horse racing (Cisco and Ascot).

Telecommunications is arguably slightly under-represented in the tables as a result of many of the UK sponsors such as Vodafone (McLaren and UEFA Champions League) concentrating on international events although the company also sponsors the England Cricket team. Elsewhere in the sector, O2 sponsors the English Rugby Union team and partners Premier Rugby whereas Genesis supports Scottish Rugby. With Vodafone withdrawing from Manchester United and O2 replaced by Emirates at Arsenal, the sector no longer has a major sponsorship deal in domestic football.

Chart 1.36. Sponsorship by Industry Sector – Value of Deals – UK

Value of Deals

Financial Services 22% Alcohol 9%

IT 9% Telecommunications 7% FMCG 5%

Sports Clothing 5% Automotive 4%

Gambling 3% Consumer Electronics 3%

Airline 3%

Energy 2% Time Keeping 2%

Other 25%

0% 5% 10% 15% 20% 25% 30%

The FMCG sector remains poorly represented in sponsorship. There are very few food brands involved in significant sponsorships at all in the UK although notable, and indeed successful exceptions, include Flora‟s long-term backing of the London Marathon and Walker‟s involvement with the F.A and Leicester City in football.

The majority of FMCG activity concerns the soft drinks sector with Coca-Cola prominent in its Football League Championship title sponsorship and the likes of Powerade, Gatorade and Lucozade sport all backing a variety of sports. The bottled water industry has also struck several high profile deals with Highland Spring particularly active with its partnership with the WPBSA in snooker and a major endorsement deal with tennis player Andy Murray.

Football is, in common with most of Europe, the major recipient of sponsorship spend with 39% of the money going to the sport. Motorsport, with a strong heritage in the UK, is not unexpectedly second with the majority of the income coming from Formula One (after deducting the international element to the sponsorships). Britain doesn‟t have a particularly strong second motorsport such as MotoGP or DTM, and as such the sponsorships outside F1 tend to be of low value.

Rugby Union slightly eclipses cricket in third place, mainly as a result of the opportunities for major international sponsorships associated with the national teams of England, Scotland and Wales, where cricket has just the single team. That aside,

50 the Guinness Premiership in Rugby Union is a more valuable property than the County Championship in cricket, although cricket‟s one-day formats make up for this in terms of overall earnings.

Chart 1.37. Sponsorship Expenditure by Sport – UK

Tennis Athletics Cricket Rugby Union 2% 3% 7% 8% Other 13%

Motorsport Football 26% Golf 39% 2%

As far as overseas investment is concerned, the UK sources less revenue domestically than the other major European markets with Japan, the US and Germany being large investors.

Japanese sponsors include Ricoh (Coventry City), Lexus (the British Open plus several county cricket clubs) and OKI and Kyocera (Portsmounth and Reading football clubs respectively. The majority of Japanese expenditure, however, goes into the British-based Formula One teams where Bridgestone, Seiko, Honda, Kenwood and NGK represent just a few of the sponsors.

US companies backing sport include AIG (Manchester Utd), Coca-Cola (Football League), (Bolton Wanderers), Microsoft (Wembley Stadium) as well as AT&T, Mobil, FedEx, IBM, Accenture to name a few in Formula One.

Major German sponsors include E.ON the primary FA Cup sponsor and Mercedes, SAP and Boss (McLaren) as well as Adidas which apart from having numerous football technical sponsorships, also back the London Marathon and UK Athletics and most recently the London 2012 Olympics.

Chart 1.38. Origin of Sponsorship Expenditure – UK Value of Deals Number of Deals

UK 60% UK 40% USA 12% Japan 16%

Japan 7% USA 13% Germany 4% Germany 10%

France 3% Switzerland 2%

Switzerland 2% Spain 2% Netherlands 2% Netherlands 2%

Italy 2% France 1% Spain 1% Italy 1% Other 8% Other 13%

0% 50% 100% 0% 20% 40% 60%

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Sponsorship by Sport

Football

Football is the biggest sport in Europe in terms of viewing popularity and as such is a major attraction to sponsors. Every major league, competition and club now has a series of sponsorship categories ranging from major title rights to small supplier deals. As football clubs have become more professional off the field, even the lower league clubs in Europe have commercial managers and sponsorship structures designed to maximise their income.

It is, however, arguable that even many top clubs have not yet reached their full sponsorship income potential. Most do little to research the value of their properties to sponsors and fail to pitch their rights professionally. Clubs also tend to take the highest payment on offer rather than to work with a lesser value sponsor that could create long term benefits. For example, media and telecommunications companies can help clubs to increase, and market to, the fan base. In many cases, however, clubs would sooner agree a slightly larger deal with, for example, an alcohol supplier which offers little opportunity for fan communication.

Chart 1.39 shows that the biggest investor by number of deals is financial services. Major sponsors in this sector include Visa (FIFA World Cup), MasterCard (Euro 2008/Champions League), Barclays (English Premiership), AIG (Manchester Utd) and Allianz (Munich Arena).

Chart 1.39. European Football Sponsorship by Number of Deals

Number of Deals

Financial Services 15%

FMCG 10%

Automotive 9%

Telecommunications 8%

Alcohol 7%

Gambling 6%

Sports Clothing 5%

Property 4%

Airline 4%

IT 4%

Energy 3%

Consumer Electronics 2%

Oil 1%

Other 23%

0% 5% 10% 15% 20% 25%

The sector is not, however, a particularly big sponsor of individual clubs given its overall investment in European sponsorship. Although most clubs have secondary

52 financial services partnerships, there is potential for more primary club deals. The FMCG sector is strong in terms of the number of deals, but many are for smaller properties, particularly in France and Italy and, as Chart 1.40 demonstrates, the value of such deals is not particularly high.

The automotive sector, in third place in both number of deals and value, is a traditional sponsor of football. Major sponsorships include Ford (Champions League), Hyundai (FIFA World Cup and UEFA Euro 2008) and Toyota which has numerous deals especially in France, Spain and Italy.

The biggest sector in terms of value, however, is telecommunications. This is in part down to Deutsche Telekom‟s massive investments in Germany where its T-Home brand sponsors the Bundesliga and Bayern Munich and has secondary deals with many clubs. There are also major deals from other big mobile operators such as Vodafone (Champions League), Orange (French league) as well as club deals such as Wind (Roma), N9UF (Marseille) and Telefonica (Zaragoza). Added to this are the numerous secondary deals which most clubs now have for mobile services.

Gambling is the biggest growth area with major deals such as Bwin (Real Madrid and AC Milan), Bet 24 (Blackburn Rovers) and 32Red (Aston Villa). The sector has been curtailed somewhat by legislation in France and Germany which has caused several clubs to drop betting companies as a major sponsor, but most clubs now also have internet gambling partners which has further fuelled growth.

Chart 1.40. European Football Sponsorship by Value of Deals

Value of Deals

Telecommunications 18%

Financial Services 16%

Automotive 11%

Gambling 8%

Alcohol 7%

FMCG 6%

Sports Clothing 6%

Airline 5%

Energy 5%

Consumer Electronics 4%

Oil 2%

IT 2%

Property 1%

Other 9%

0% 5% 10% 15% 20%

Club sports kit supplier deals have not been considered as pure sponsorship because they are based mainly on replica shirt sales and as a result the sector is represented by those deals considered to be brand building.

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Table 1.3. FIFA / UEFA International Football Competition Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration International FIFA World Cup Primary Sponsor Adidas Sports Equipment/Clothing $40m 2005-12 International FIFA World Cup Primary Sponsor Emirates Airline $40m 2007-14 International FIFA World Cup Primary Sponsor Coca-Cola Non-alcoholic Drinks $40m to 2022 International FIFA World Cup Primary Sponsor Hyundai Automotive $40m International FIFA World Cup Primary Sponsor Sony Consumer Electronics $40m 2007-14 International FIFA World Cup Primary Sponsor Visa Financial Services $40m International FIFA World Cup Second Tier Sponsor MTN Telecommunications $16m International FIFA World Cup Second Tier Sponsor Budweiser Alcohol $5m 2007-14 International FIFA World Cup Second Tier Sponsor Avaya IT $5m International FIFA World Cup Second Tier Sponsor Philips Consumer Electronics $5m International FIFA World Cup Second Tier Sponsor McDonald's Food $5m 2006 -14 International FIFA World Cup Second Tier Sponsor Toshiba Consumer Electronics $5m International FIFA World Cup Second Tier Sponsor Yahoo Internet $5m International FIFA World Cup Second Tier Sponsor Gillette Toiletries $5m Europe UEFA Euro 2008 Primary Sponsor JVC Consumer Electronics €4.2m Europe UEFA Euro 2008 Primary Sponsor McDonald's Food €4.2m Europe UEFA Euro 2008 Primary Sponsor MasterCard Financial Services €4.2m Europe UEFA Euro 2008 Primary Sponsor Carlsberg Alcohol €4.2m Europe UEFA Euro 2008 Primary Sponsor Coca-Cola Non-alcoholic Drinks €4.2m Europe UEFA Euro 2008 Primary Sponsor Hyundai/Kia Automotive €4.2m Europe UEFA Euro 2008 Primary Sponsor Castrol Oil €4.2m Europe UEFA Euro 2008 Primary Sponsor Continental Automotive Products €4.2m Europe UEFA Euro 2008 Primary Sponsor Adidas Sports Equipment/Clothing €4.2m Europe UEFA Euro 2008 Primary Sponsor BenQ Telecommunications €4.2m Switzerland UEFA Euro 2008 National Sponsor UBS Financial Services Austria UEFA Euro 2008 National Sponsor Österreichische Post AGPostal Services Austria UEFA Euro 2008 National Sponsor Telekom Austria Telecommunications Switzerland UEFA Euro 2008 National Sponsor Hublot Time Keeping Switzerland UEFA Euro 2008 National Sponsor Ferrero Food Switzerland UEFA Euro 2008 National Sponsor Telecommunications Austria UEFA Euro 2008 National Sponsor UniCredit Group Financial Services

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Table 1.4. UEFA Club Competition Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Europe UEFA Champions League Primary Sponsor Heineken Alcohol €25m 2006-09 Europe UEFA Champions League Primary Sponsor MasterCard Financial Services €25m 2006-09 Europe UEFA Champions League Primary Sponsor Vodafone Telecommunications €25m 2006-09 Europe UEFA Champions League Primary Sponsor Playstation Video Gaming €25m 2006-09 Europe UEFA Champions League Primary Sponsor Ford Automotive €25m 2006-09 Europe UEFA UEFA Cup Presenting Sponsor Carlsberg Alcohol 2006-09 Europe UEFA Super Cup Presenting Sponsor Carlsberg Alcohol 2006-08 Europe UEFA UEFA Cup Sponsor Canon Digital Imaging 2006/07-08/09 Europe UEFA Super Cup Sponsor Canon Digital Imaging 2007-08 Europe UEFA UEFA Cup Sponsor Vodafone Telecommunications 2006/07-08/09 Europe UEFA Super Cup Sponsor Vodafone Telecommunications 2006/07-08/09 Europe UEFA UEFA Cup Sponsor Banco Santander Financial Services Europe UEFA Super Cup Sponsor Banco Santander Financial Services Europe UEFA UEFA Cup Sponsor Toyota Automotive Europe UEFA Super Cup Sponsor Toyota Automotive Europe UEFA UEFA Cup Sponsor Intersport Retail Europe UEFA Super Cup Sponsor Intersport Retail

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Table 1.5. English Football Governing Bodies Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration England EPL Premiership Title Sponsor Barclays Financial Services £21.5m 2006-10 England EPL Premiership Sponsor Budweiser Alcohol 2007/08 - 09/10 England EPL Premiership Sponsor Lucozade Sport Non-alcoholic Drinks England EPL Premiership Sponsor Wrigley's Food 2007-10 England FA FA Cup Title Sponsor E.ON Energy £5m 2006-09 England FA FA Cup/England Team Sponsor Sports Equipment/Clothing 2006/07 - 13/14 England FA FA Cup/England Team Sponsor Carlsberg Alcohol 2006-10 England FA FA Cup/England Team Sponsor National Express Transport England FA England Team Primary Sponsor Nationwide Financial Services £5m 2006-10 England FA Community Partner McDonald's Food 2006-10 England FA Women's/Girls Football Sponsor Tesco Retail England FA Wembley Stadium Partner Microsoft IT £1.25m 2006-09 England FA Wembley Stadium Partner Carlsberg Alcohol 2006-10 England FA Wembley Stadium Partner Umbro Sports Equipment/Clothing England FA Wembley Stadium Supplier nPower Energy England FA Wembley Stadium Supplier Betfred Gambling England FA Wembley Stadium Supplier Walkers Food England FA Wembley Stadium Supplier Coca-Cola Non-alcoholic Drinks England FA Wembley Stadium Supplier Nationwide Financial Services England FA Wembley Stadium Supplier National Express Transport England Football League League Cup Title Sponsor Carling Alcohol £3.5m 2006-08 England Football League Leagues 1,2&3 Title Sponsor Coca-Cola Non-alcoholic Drinks £3.5m 2007-10 England Football League Leagues 1,2&4 2nd Tier Sponsor Wickes Retail £1m 2005-07 England Football League Sponsor Puma Sports Equipment/Clothing 2006/07 - 08/09 England Football League English Football League TrophyTitle Sponsor Johnstone's Paint Paint £.35m 2006/07 - 08/09 England Conference Title Sponsor Blue Square Gambling 2007/08 -09/10

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Table 1.6. French / German Football Governing Bodies Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration France LFP La Ligue 1, 2 Title Sponsor Orange Telecommunications €30m 2006-08 France LFP League Cup Sponsor Gorenje White Goods 2006-09 France LFP League Cup Sponsor Digital Group Retail France LFP League Cup Sponsor Point P Retail France FFF France National Team Tier One Sponsor Suez Energy 2006-08 France FFF France National Team Tier One Sponsor Adidas Sports Equipment/Clothing France FFF France National Team Tier One Sponsor Carrefour Retail France FFF France National Team Tier One Sponsor Credit Agricole Financial Services France FFF France National Team Sponsor SFR Telecommunications France FFF France National Team Sponsor Coca-Cola Non-alcoholic Drinks France FFF France National Team Sponsor Toyota Automotive France FFF France National Team Sponsor RTL Media France FFF France National Team Sponsor Kinder Food France FFF French Cup Sponsor Adidas Sports Equipment/Clothing France FFF French Cup Sponsor C10 Non-alcoholic Drinks 2007/08-09/10 France FFF French Cup Sponsor Caisse d‟Epargne Financial Services France FFF French Cup Sponsor SFR Telecommunications France FFF French Cup Sponsor Brioche Pasquier Food Germany DFL Bundesliga Primary Sponsor Deutsche Telekom Telecommunications €60m 2006-07 Germany DFB German Team Kit Adidas Sports Equipment/Clothing €11m 2011 Germany DFB Primary Sponsor Mercedes Automotive 2006-12 Germany DFB 2nd Tier Sponsor T-Home Telecommunications Germany DFB 2nd Tier Sponsor Coca-Cola Non-alcoholic Drinks Germany DFB 2nd Tier Sponsor Bitburger Alcohol Germany DFB 2nd Tier Sponsor LG Consumer Electronics Germany DFB 2nd Tier Sponsor Postbank Financial Services Germany DFB 3rd Tier Sponsor Lufthansa Airlines Germany DFB 3rd Tier Sponsor McDonald's Food

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Table 1.7. Italian / Spanish Football Governing Bodies Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Italy FIGC National Team Technical Sponsor PUMA Sports Equipment/Clothing 2007-14 Italy FIGC National Team Tier 1 Sponsor Compass Financial Services Italy FIGC National Team Tier 1 Sponsor TIM Media Italy FIGC National Team Sponsor FIAT Automotive 2007-11 Italy FIGC National Team Sponsor Uliveto Non-alcoholic Drinks Italy FIGC National Team Sponsor Nutella Food Italy FIGC National Team Sponsor Peroni Alcohol Italy FIGC National Team Sponsor Antonio Amato Food Italy FIGC National Team Sponsor Dolce & Gabbana Clothing Italy FIGC National Team Sponsor Generali Group Financial Services Italy FIGC National Team Sponsor Bliss Gioielli Jewellry Italy FIGC National Team Sponsor Radio Italia Media Italy FIGC National Team Sponsor Del Conca Construction Materials Italy FIGC National Team Sponsor Obiettivo Lavoro Recruitment Italy FIGC National Team Sponsor Pai Food Italy Lega Calcio TIM Cup / Serie A,B Title Sponsor TIM Media Italy Lega Calcio Serie A,B Sponsor Nike Sports Equipment/Clothing Spain RFEF Sponsor La Caixa Financial Services Spain RFEF Sponsor Toyota Automotive Spain RFEF Sponsor Adidas Sports Equipment/Clothing Spain RFEF Sponsor Santa Monica Sports Media Spain LFP Sponsor Toyota Automotive Spain LFP Sponsor Mahou Alcohol Spain LFP Sponsor Nike Sports Equipment/Clothing Spain LFP Second Division Title Sponsor BBVA Financial Services

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Table 1.8. Scottish / Welsh / Irish Football Governing Bodies Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Scotland Scottish FA Scotland Team Sponsor Tennent's Alcohol £1m 2006-10 Scotland Scottish FA Sponsor Nationwide Financial Services 2007-10 Scotland Scottish FA Sponsor Sports Equipment/Clothing 2006-09 Scotland Scottish FA Scottish Cup Title Sponsor Tennent's Alcohol £1.4m 1989-2007 Scotland Scottish FA Sponsor IMG Marketing Scotland Scottish FA Sponsor McDonald's Food Scotland Scottish FA Sponsor Purely Scottish Non-alcoholic Drinks Scotland Scottish FA Sponsor SEAT Automotive Scotland Scottish FA Sponsor Whyte & Mackay Alcohol Scotland Scottish FA Sponsor Specsavers Opticians Scotland Scottish FL League Cup Title Sponsor CIS Insurance Financial Services 2006-09 Scotland Scottish FL Leagues 1/2/3 Sponsor Irn Bru Non-alcoholic Drinks Scotland Scottish FL Sponsor Diadora Sports Equipment/Clothing Scotland Scottish Premiership Scottish Premier League Title Sponsor Clydesdale Bank Financial Services £2m 2007-11 Wales FA of Wales Primary Sponsor Nationwide Financial Services 2007-10 Wales FA of Wales Sponsor 45 Continental Alcohol Wales FA of Wales Sponsor Sports Equipment/Clothing Wales FA of Wales Sponsor Prince's Gate Non-alcoholic Drinks Wales FA of Wales Sponsor Nathaniel Cars Automotive Retail Wales FA of Wales Sponsor McDonald's Food Ireland FA of Ireland Primary Sponsor Eircom Telecommunications Ireland FA of Ireland Kit Supplier Umbro Sports Equipment/Clothing £2m 2006-14 Ireland FA of Ireland FAI Cup Title Sponsor Ford Automotive €825,000 2006-09 Ireland FA of Ireland Sponsor Carlsberg Alcohol €500,000 2006-09 Ireland FA of Ireland Sponsor National Irish Bank Financial Services €500,000 2006-09 Ireland FA of Ireland Sponsor Paddy Power Gambling Ireland FA of Ireland Sponsor DHL Logistics Ireland FA of Ireland Sponsor Waterford Crystal Luxury Goods Ireland FA of Ireland Sponsor Statoil Oil Ireland FA of Ireland Sponsor Oceanico Property Ireland FA of Ireland Sponsor Ballygowan Non-alcoholic Drinks Ireland FA of Ireland Sponsor Pepsi Non-alcoholic Drinks Ireland FA of Ireland Sponsor Lucozade Non-alcoholic Drinks Ireland FA of Ireland Sponsor Nivea Cosmetics

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Table 1.9. Miscellaneous European Football Governing Bodies Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration N Ireland Irish FA Primary Sponsor Nationwide Financial Services N Ireland Irish FA FA Cup Title Sponsor JJB Sports Sports Equipment/Clothing £75,000 2007-15 N Ireland Irish FA Sponsor Met Carnegie Academia N Ireland Irish FA Sponsor Umbro Sports Equipment/Clothing N Ireland Irish FA Sponsor McDonald's Food N Ireland Irish FA Sponsor Mitsubishi Automotive N Ireland Irish FA Sponsor Coca-Cola Non-alcoholic Drinks Netherlands The Eredivisie Title Sponsor Loterij Gambling €5.5m 2006-08 Portugal First Division Title Sponsor Bwin Gambling Sweden Swedish FA Sponsor Svenska Spel Gambling €11m

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Table 1.10. English Premiership Clubs – Primary Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration England Arsenal Premiership Primary Club Sponsor Emirates Airline £8m 2006-2013 England Aston Villa Premiership Primary Club Sponsor 32Red Gambling £1.1m 2006-08 England Birmingham City Premiership Primary Club Sponsor F&C Investments Financial Services 2007/08 - 09/10 England Blackburn Rovers Premiership Primary Club Sponsor Bet24.com Gambling 2006- England Bolton Wanderers Premiership Primary Club Sponsor Reebok Sports Equipment/Clothing £2m 1990-2009 England Chelsea Premiership Primary Club Sponsor Samsung Electronics £10m 2005-10 England Derby County Premiership Primary Club Sponsor The Derbyshire Financial Services England Everton Premiership Primary Club Sponsor Chang Beer Alcohol £1.5m 2006-09 England Fulham Premiership Primary Club Sponsor LG Consumer Electronics £1.25m 2007/08 - 09/10 England Liverpool Premiership Primary Club Sponsor Carlsberg Alcohol £5m 2006-09 England Manchester City Premiership Primary Club Sponsor Thomas Cook Travel £1.25m 2006-09 England Manchester United Premiership Primary Club Sponsor AIG Financial Services £15m 2006-2010 England Middlesbrough Premiership Primary Club Sponsor Garmin GPS Sat Nav Satellite Navigation 2007-08 England Newcastle United Premiership Primary Club Sponsor Northern Rock Financial Services £5m 2005-2010 England Portsmouth Premiership Primary Club Sponsor OKI Office Equipment £1m 2005-2009 England Reading Premiership Primary Club Sponsor Kyocera Office Equipment £1m 2005-2007 England Sunderland Premiership Primary Club Sponsor Boylesports Gambling £2.5m 2007/08 - 10/11 England Tottenham Hospur Premiership Primary Club Sponsor Mansion Gambling £8.5m 2006-09 England West Ham United Premiership Primary Club Sponsor XL.com Travel 2007/08-09/10 England Athletic Premiership Primary Club Sponsor JJB Sports Sports Equipment/Clothing 1995-

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Table 1.11. English League Clubs – Primary Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration England Barnsley Football LeaguePrimary Club Sponsor Wake Smith Solicitors England Blackpool Football LeaguePrimary Club Sponsor Floors2Go Laminate Flooring England Bristol City Football LeaguePrimary Club Sponsor BTC Automotive Retail England Burnley Football LeaguePrimary Club Sponsor Hollands Food England City Football LeaguePrimary Club Sponsor Communications Direct Telecommunications £.5m 2006/07 - 07/08 England Charlton Athletic Football LeaguePrimary Club Sponsor Llanera Property £1.5m 2005-08 England Colchester United Football LeaguePrimary Sponsor (Home) haart Estate Agent England Colchester United Football LeaguePrimary Sponsor (Away) Smart Energy Solar Energy England Coventry City Football LeaguePrimary Club Sponsor Cassidy Group Property England Crystal Palace Football LeaguePrimary Club Sponsor GAC Logistics England Hull City Football LeaguePrimary Club Sponsor Karoo Internet England Ipswich Town Football LeaguePrimary Club Sponsor E.ON Energy 2006/07 - 07/08 England Leeds United Football LeaguePrimary Club Sponsor Red Kite Van rental England Leicester City Football LeaguePrimary Club Sponsor Topps Tiles DIY materials England Luton Town Football LeaguePrimary Club Sponsor Electrolux White Goods England Norwich City Football LeaguePrimary Club Sponsor Flybe Airline England Plymouth Argyle Football LeaguePrimary Club Sponsor Ginsters Food England Preston North End Football LeaguePrimary Club Sponsor Enterprise Maintenance/Cleaning England QPR Football LeaguePrimary Club Sponsor Cargiant Automotive Retail England Scunthorpe United Football LeaguePrimary Club Sponsor Rainham Steel Steel England Utd Football LeaguePrimary Club Sponsor Capital One Financial Services £1m 2006- England Sheffield Wednesday Football LeaguePrimary Club Sponsor Telecommunications England Football LeaguePrimary Club Sponsor Flybe Airline 2006/07 - 2008/09 England Southend United Football LeaguePrimary Club Sponsor InsureAndGo Financial Services England Stoke City Football LeaguePrimary Club Sponsor Britannia Financial Services England Watford Football LeaguePrimary Club Sponsor Beko Consumer Electronics £1m 2007/08-2008/09 England WBA Football LeaguePrimary Club Sponsor T-Mobile Telecommunications England Wolves Football LeaguePrimary Club Sponsor Chaucer Group Management Consultancy

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Table 1.12. French La Ligue Clubs – Primary Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration France AS Nancy-Lorraine Ligue 1 Primary Club Sponsor Odalys Travel France Auxerre Ligue 1 Primary Club Sponsor Prest Oil Oil France Bordeaux Ligue 1 Primary Club Sponsor Kia Automotive France Caen Ligue 1 Primary Club Sponsor GDE Recycling France Le Mans Ligue 1 Primary Club Sponsor Le Gaulois Food France Lens Ligue 1 Primary Club Sponsor LG Consumer Electronics France Lille Ligue 1 Primary Club Sponsor Partouche Casino Gambling France Lorient Ligue 1 Primary Club Sponsor La Trinitaine Food France Marseille Ligue 1 Primary Club Sponsor N9UF Telecommunications $20m France Metz Ligue 1 Primary Club Sponsor Arcelor Steel France Monaco Ligue 1 Primary Club Sponsor Fedcominvest Sulphur extraction France Olympique GC Nice Ligue 1 Primary Club Sponsor Takara Consumer Electronics 2007/08 France Olympique Lyonnais Ligue 1 Primary Club Sponsor Novotel Hotel/Leisure £8.3m France Paris Saint-Germain Ligue 1 Primary Club Sponsor Emirates Airline 2006/07-08/09 France Saint-Etienne Ligue 1 Primary Club Sponsor Konica Minolta Digital Imaging € 3.5m France Stade Rennais Ligue 1 Primary Club Sponsor Samsic Property Management 2004/05 - 06/07 France Strasbourg Ligue 1 Primary Club Sponsor Electricité de Strasbourg Energy 2006/7-08/09 France Sochaux Ligue 1 Primary Club Sponsor Mobil Oil France Toulouse FC Ligue 1 Primary Club Sponsor IDEC Groupe Property France Valenciennes FC Ligue 1 Primary Club Sponsor Toyota Automotive France Nantes Atlantique Ligue 2 Primary Club Sponsor Synergie Recruitment 2006/07-07/08 France Sedan Ardennes Ligue 2 Primary Club Sponsor Invicta Metal Casting France Troyes Ligue 2 Primary Club Sponsor Baguépi Food

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Table 1.13. German Bundesliga Clubs – Primary Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Germany Arminia Bielefeld Bundesliga 1 Primary Club Sponsor Krombacher Alcohol Germany Bayer Leverkusen Bundesliga 1 Primary Club Sponsor RWE Energy €9.5m Germany Bayern Munich Bundesliga 1 Primary Club Sponsor T-Mobile Telecommunications €20m 2008 Germany Borussia Dortmund Bundesliga 1 Primary Club Sponsor RAG AG Mining €12m 2006/07-08/09 Germany Duisberg Bundesliga 1 Primary Club Sponsor Xella Construction Materials Germany Eintracht Frankfurt Bundesliga 1 Primary Club Sponsor Fraport Airport Management Germany Energie Cotbus Bundesliga 1 Primary Club Sponsor enVia IT Germany Hamburg SV Bundesliga 1 Primary/Naming Rights Emirates Airline €5m 2006/07-08/09 Germany Bundesliga 1 Primary Club Sponsor Tui.com Travel €2.5m Germany Hansa Rostock Bundesliga 1 Primary Club Sponsor Kik Retail Germany Hertha Berlin Bundesliga 1 Primary Club Sponsor Deutsche Bahn Transport 2006/07-07/08 Germany Karlsruher Bundesliga 1 Primary Club Sponsor EnBw Energy Germany Nurnberg Bundesliga 1 Primary Club Sponsor Mister.lady Retail -2008 Germany Schalke Bundesliga 1 Primary Club Sponsor Gazprom Energy €25m 2007-12 Germany VFB Stuttgart Bundesliga 1 Primary Club Sponsor EnBw Energy Germany VFL Wolfsburg Bundesliga 1 Primary Club Sponsor Volkswagen Automotive €10m Germany VFL Bochum Bundesliga 1 Primary Club Sponsor Kik Retail Germany Werder Bremen Bundesliga 1 Primary Club Sponsor Citibank Financial Services Germany FC Augsburg Bundesliga 2 Primary Club Sponsor Impuls Financial Services Germany B Moenchengladbach Bundesliga 2 Primary Club Sponsor Kyocera Office Equipment Germany Kaiserslautern Bundesliga 2 Primary Club Sponsor Deutsche Vermögensberatung Financial Services Germany TSV 1860 Munich Bundesliga 2 Primary Club Sponsor Trenkwalder Recruitment

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Table 1.14. Italian Serie A Clubs – Primary Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Italy AC Milan Serie A Primary Club Sponsor Bwin Gambling €14.5 2006/07-09/10 Italy Atalanta Serie A Primary Club Sponsor Sit-In Synthetic turf Italy Cagliari Serie A Primary Club Sponsor Tiscali Internet Italy Catania Serie A Primary Club Sponsor Energia Siciliana Energy Italy Empoli Serie A Primary Club Sponsor Frutta Food €0.5m Italy Empoli Serie A Primary Club Sponsor Computer Gross IT €0.5m Italy Fiorentina Serie A Primary Club Sponsor Toyota Motor €4m Italy Serie A Primary Club Sponsor N/A Italy Internazionale Serie A Primary Club Sponsor Pirelli Tyres €6.9m Italy Juventus Serie A Primary Club Sponsor New Holland Group Automotive 2007/08 Italy Lazio Serie A Primary Club Sponsor Ina Assitalia Financial Services €2.6m Italy Livorno Serie A Primary Club Sponsor Gruppo Banca Carige Financial Services €0.7m Italy Napoli Serie A Primary Club Sponsor Lete Non-alcoholic Drinks Italy Palermo Serie A Primary Club Sponsor Banco Nuova Financial Services Italy Serie A Primary Club Sponsor No main sponsor Italy Reggina Serie A Primary Club Co/SponsorGicos Furniture €0.65m Italy Reggina Serie A Primary Club Co/SponsorStocco&Stocco Food €0.65m Italy Roma Serie A Primary Club Sponsor Wind Telecommunications Italy Sampdoria Serie A Primary Club Sponsor Erg Energy €2.5m Italy Siena Serie A Primary Club Sponsor Monte dei Paschi Financial Services Italy Torino Serie A Primary Club Sponsor Reale Mutua Financial Services Italy Udinese Serie A Primary Club Sponsor Gaudi Clothing Italy Ascoli Serie B Primary Club Sponsor Sports Equipment/Clothing Italy Chievo Serie B Primary Club Sponsor Cattolica / Ferroli / Banca Popolare Financial Services Italy Lecce Serie B Primary Club Sponsor La Notte della Taranta Entertainment Italy Messina Serie B Primary Club Sponsor G Sport Pubblicità Media Italy Treviso Serie B Primary Club Sponsor Grigolin Construction Materials

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Table 1.15. Spanish La Liga Clubs – Primary Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Spain Almería Primera Division Primary Club Sponsor Obrascampo Property Spain Athletic Club de Bilbao Primera Division Primary Club Sponsor BBK Financial Services Spain Atlético de Madrid Primera Division Primary Club Sponsor Kia Automotive Spain Primera Division Primary Club Sponsor Unicef NGO No Fee Spain Deportivo de La Coruña Primera Division Primary Club Sponsor Fadesa Property Spain Espanyol Primera Division Primary Club Sponsor Quat Inversiones Property €1.5m 2006/07-07/08 Spain Getafe Primera Division Primary Club Sponsor Grupo Galco Construction Spain Levante UD Primera Division Primary Club Sponsor Communitat Valencia Government Spain Mallorca Primera Division Primary Club Sponsor Viajes Iberia Tourism Spain Murcia Primera Division Primary Club Sponsor Cajamurcia Financial Services Spain Osasuna Pamplona Primera Division Primary Club Sponsor Restaura Property Spain Balompié Primera Division Primary Club Sponsor Andalucia Tourism Spain Real Madrid Primera Division Primary Club Sponsor BWin Gambling €21m Spain Real RC de Santander Primera Division Primary Club Sponsor Cantabria Government Spain Recreativo Primera Division Primary Club Sponsor Cepsa Chemicals Spain Sevilla FC Primera Division Primary Club Sponsor 888.com Gambling 2006-08 Spain Valencia CF Primera Division Primary Club Sponsor Toyota Automotive Spain Primera Division Primary Club Sponsor Caja Duero Financial Services Spain Villarreal Primera Division Primary Club Sponsor Aeropuerto Castellon Transport Spain Zaragoza Primera Division Primary Club Sponsor Telefonica Telecommunications Spain Cádiz Liga BBVA Primary Club Sponsor Tools Spain Celta de Vigo Liga BBVA Primary Club Sponsor Citroen Automotive Spain Deportivo Alavés Liga BBVA Primary Club Sponsor Stevenson Retail Spain Málaga Liga BBVA Primary Club Sponsor Tesesa Construction Materials Spain FC Liga BBVA Primary Club Sponsor FIATC Seguros Financial Services Spain Gimnàstic Tarragona Liga BBVA Primary Club Sponsor Tarragona Government

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Table 1.16. Scotland SPL / League Clubs – Primary Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Scotland Aberdeen SPL Primary Club Sponsor Apex Tubulars Industrial Products Scotland Celtic SPL Primary Club Sponsor Carling Alcohol £4m 2006-10 Scotland Dundee United SPL Primary Club Sponsor Anglian Home Improvement Home Improvements 2006/07-07/08 Scotland Falkirk SPL Primary Club Sponsor Central Demolition Demolition Scotland Gretna SPL Primary Club Sponsor WM Armstrong Logistics Scotland Heart of Midlothian SPL Primary Club Sponsor Ukio Bankas Financial Services Scotland Hibernian FC SPL Primary Club Sponsor Whyte & Mackay Alcohol Scotland Inverness CT SPL Primary Club Sponsor Flybe Airline Scotland Kilmarnock SPL Primary Club Sponsor Smallworld Media Internet £100K 2007/08-09/10 Scotland Motherwell SPL Primary Club Sponsor Anglian Home Improvement Home Improvements Scotland Rangers SPL Primary Club Sponsor Carling Alcohol £4m 2006-10 Scotland St. Mirren SPL Primary Club Sponsor Braehead Shopping Centre Retail Scotland Livingston FC SFL Primary Club Sponsor Intelligent Finance Financial Services Scotland Partick Thistle SFL Primary Club Sponsor Resolution Asset Management Financial Services Scotland Queen of the South SFL Primary Club Sponsor Aero Leisure Clothing Clothing Scotland Ross County SFL Primary Club Sponsor MacLean Electrical Industrial Products Scotland Airdrie United SFL Primary Club Sponsor Pertemps Recruitment Scotland Clyde SFL Home Kit Sponsor Optical Express Opticians Scotland Clyde SFL Away Kit Sponsor Gala Bingo Gambling Scotland Dunfermline Athletic SFL Primary Club Sponsor The Purvis Group Construction Services Scotland Hamilton Academical SFL Primary Club Sponsor Homestyle Home Improvements

Table 1.17. Miscellaneous European League Clubs – Primary Sponsorship Deals

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Holland PSV The Eredivisie Primary Club Sponsor Philips Consumer Electronics Holland Ajax The Eredivisie Primary Club Sponsor ABM Ambro Financial Services £4.9m Portugal Benfica Bwin Liga Primary Club Sponsor Portugal Telecom Telecommunications €5m 2006/07-10/11 Portugal Porto Bwin Liga Primary Club Sponsor Portugal Telecom Telecommunications €4.2m 2006/07-10/11 Portugal Sporting Bwin Liga Primary Club Sponsor Portugal Telecom Telecommunications

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Table 1.18 European National Team Kit Supplier Deals

National Teams Team 2007/08 Supplier Value P.A Team 2007/08 Supplier Value P.A England Umbro £25m Italy Puma Scotland Diadora Germany Adidas France Adidas Spain Adidas

Table 1.19 English Domestic Clubs - Kit Supplier Deals

England Team 2007/08 Supplier Value P.A Team 2007/08 Supplier Value P.A Arsenal Nike Manchester United Nike £26m Aston Villa Nike Middlesbrough Errea Barnsley F.C. Surridge Newcastle United Adidas Birmingham City F.C. Umbro Norwich City F.C. Xara Blackburn Rovers Umbro £0.5m Plymouth Argyle Puma Bolton Wanderers Reebok Portsmouth FC Canterbury Cardiff City Preston North End FC Diadora Charlton Athletic Joma Queens Park Rangers Chelsea Adidas £10m Sheffield Wednesday Diadora Coventry City F.C. Puma Southampton Southampton Leisure Derby County Adidas Southend United FC Nike Everton Umbro Stoke City FC Le Coq Sportif Fulham F.C. Nike Sunderland Umbro Hull City Umbro Tottenham Hotspur Puma Ipswich Town F.C. Mitre Watford AFC Diadora Leeds United Admiral £1m West Bromwich Albion Umbro Leicester City Jako West Ham United Umbro Liverpool Adidas £5m Wigan Athletic AFC JJB Luton Town Puma Wolverhampton Wanderers Le Coq Sportif Manchester City F.C. Le Coq Sportif £2.5m

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Table 1.20. French / German Domestic Clubs - Kit Supplier Deals France Germany Team 2007/08 Supplier Value P.A Team 2007/08 Supplier Value P.A AJ Auxerre Airness FC Augsburg Do You Football AS Monaco Puma 1 FC Kaiserslautern Kappa SM Caen Nike DSC Arminia Bielefeld Saller FC Lorient Errea Bayern Munich Adidas FC Metz Kappa Bayer Leverkusen Adidas FC Nantes Atlantique Airness VfL Bochum Umbro FC Sochaux-Montbeliard Lotto Borussia Dortmund Nike Girondins de Bordeaux Puma Borussia Munchengladbach Lotto Le Mans Kappa Eintracht Frankfurt Jako LOSC Lille Airness Energie Cottbus Saller OGC Nice Lotto Hannover 96 Diadora Olympique Lyonnais Umbro Hansa Rostock Masita Olympique Marseilles Adidas €10m Hertha BSC Berlin Nike Paris St. Germain Nike Karlsruher SC Jako Racing Club Strasbourg Hummel MSV Duisberg uhl sport RC de Lens Nike FC Kaiserslautern Kappa Stade Rennais Puma FC Nurnberg Adidas St. Etienne Adidas Munich 1860 Kappa Troyes Daurig FC Schalke 04 Adidas Toulouse Lotto Hamburg SV Adidas Nancy Baliston VfB Stuttgart Puma Sedan Ardennes Daurig Werder Bremen Kappa Valenciennes FC Diadora Wolfsburg Nike

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Table 1.21. Italian / Spanish Domestic Clubs - Kit Supplier Deals Italy Spain Team 2007/08 Supplier Value P.A Team 2007/08 Supplier Value P.A Atalanta Bergamasca CalcioErrea Alaves Ascoli Legea Atletico de Madrid Nike Cagliari Calcio Umbro Barcelona Nike £18 m Catania Legea Cadiz CF Kelme Empoli FC Asics Getafe Joma Fiorentina Lotto Real Madrid Club de Futbol Adidas €40m FC Internazionale Milano Nike Levante UD Luanvi Genoa C&FC Errea Malaga CF Umbro Juventus FC Nike RC Deportivo de la Coruna Canterbury Lazio Puma RCD Espanyol de Barcelona SADuhl sport US Lecce Asics Racing Santander Joma AS Livorno Legea RC Celta de Vigo S.A.D. Umbro FC Messina Legea Real Betis Balompie Kappa AC Milan Adidas Osasuna Astore Napoli Soccer Diadora Real Zaragoza SAD Lotto USC di Palermo Lotto Real Valladolid Puma Parma FC Errea Real Sociedad Astore A.S. Roma Kappa Sevilla FC Joma Sampdoria Kappa Valencia Club de Futbol SAD Nike AC Siena Umbro Villareal CF Puma Treviso Lotto Torino Calcio 1906 Asics Udinese Calcio Lotto

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Table 1.22. Scottish Domestic Clubs - Kit Supplier Deals

Scotland Team 2007/08 Supplier Value P.A Team 2007/08 Supplier Value P.A Aberdeen Nike £450,000 Heart of Midlothian Umbro £1m Airdrie United Diadora Hibernian FC Le Coq Sportif Celtic Nike £4.5m Inverness CT Errea Clyde Lotto Kilmarnock Lotto Dundee United Hummel Livingston Nike Dunfermline Athletic Adidas Motherwell Bukta Falkirk Lotto Partick Thistle Diadora Gretna Crest Queen of the South Nike Hamilton Academical TFG Rangers Umbro

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Motorsports Although motorsports fails to command the level of interest and passion that is evident in football, it is very close in terms of the sponsorship revenue it generates in Europe. This is almost entirely down to the multi-billion dollar industry of Formula One.

The sport‟s global TV reach, combined with its glamorous image, have been the drivers of sponsorship income since the 1970s. An added attraction to sponsors in the past two decades is the opportunity to showcase technology in an exclusive environment. Indeed the hospitality offerings of the sport are unrivalled. An individual Grand Prix might not be on a par with the FIFA World Cup Final in terms of prestige, but there are 17 Grands Prix per year as opposed to one World Cup every four years. For global sponsors, an added bonus is that the opportunities are now spread around the world‟s major markets.

In Charts 1.41 and 1.42 the number and value of deals are for all motorsports in Europe, but in terms of value, the majority of income is earned by the Formula One teams.

For motorsports in general, the biggest investor is the automotive industry, which has used the sport to test and showcase its products for decades. To reflect the value of other sectors, automotive supplier contra deals have been removed from the figures so that only sponsorships that include a cash consideration are included. Despite this, automotive products are still dominant in terms of the number of deals in motorsport and in equal second place for value.

Chart 1.41. Motorsport Sponsorship in Europe by Number of Deals

Number of Deals

Automotive Products 25%

IT 8% Automotive 5%

Sports Clothing 4% Tools 4%

Telecommunications 4% Oil 3%

FMCG 3% Financial Services 3%

Fashion 3% Automotive Engineering 2%

Time Keeping 2%

Consumer Electronics 2%

Alcohol 1%

Airline 1%

Tobacco 1%

Other 28%

0% 5% 10% 15% 20% 25% 30%

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The importance of motorsport to the IT industry is demonstrated by its second position in the findings in both value and number of deals. Major sponsors include Lenovo, Intel, Network Appliance, Dalco, Avaya, SGI and IBM.

From a value point of view, however, it is the big car/motorcycle manufacturers who bankroll every type of motorsport. Chart 1.42 has been produced by calculating only the sponsorship values received from the sector. For example, most F1 teams receive a huge investment from motor manufacturers, but only the value on the cars‟ livery is included. Despite this, the motor industry, at 18%, is significantly ahead of all other sectors in terms of funding.

Chart 1.42. Motorsport Sponsorship in Europe by Value of Deals

Value of Deals

Automotive 18%

IT 10%

Automotive Products 10%

Oil 9%

Financial Services 7%

FMCG 6%

Tobacco 5%

Consumer Electronics 5%

Telecommunications 5%

Alcohol 4%

Fashion 2%

Sports Equipment/Clothing 2%

Automotive Engineering 1%

Time Keeping 1%

Airline 1%

Tools 1%

Other 14%

0% 5% 10% 15% 20%

Of the other categories, the oil industry remains a natural and significant backer and financial services has invested heavily in Formula One. ING, Allianz, Santander, Credit Suisse and Royal Bank of Scotland have helped to make good the gap left by the withdrawal of tobacco money, although Ferrari (F1) and Ducati (MotoGP) still retain major backing from Marlboro.

Telecommunications, a major sponsor of European sport per se, has a natural fit with motorsports because it allows companies to showcase their wireless communications systems. The telecommunications environment in motorsport is particularly challenging. A , for example, has to send and receive a vast amount of data to and from the pit lane using so called telemetric systems. It has to do this travelling at high speed, much of the car is operating at extreme temperatures and the environment is cluttered with radio waves from other teams, the media and spectators using mobile phones. That data is

73 then communicated to team headquarters, often on the other side of the world, where it is analysed and decisions are made.

The rationale for telecommunications companies‟ involvement, therefore, is to develop systems that meet the brief and then to invite major corporate customers to the teams‟ headquarters and to hospitality at live events to demonstrate those systems. They can then effectively say „If we can operate successfully in this challenging environment, think how we can work for you‟.

Many operators, such as Vodafone, also obviously look for big consumer marketing opportunities from motorsport and seek significant on car branding. Apart from Vodafone, AT&T, , Alice, KDDL, STL and Telefonica are all major backers of Formula One. The sector occupies joint eighth place with consumer electronics in which Panasonic, Philips, aigo, Kenwood and Samsung are among the heavy spenders.

The challenge for the sport outside F1 is to bring in non-automotive sponsors. In some respects the challenge goes hand-in-hand with growing the popularity of the sports. Because many events are viewed as niche interests among only motor enthusiasts, sponsorship from outside the motor industry is relatively small. Even MotoGP, which attracts live audiences in excess of 100,000 and the World Rally Championships with an estimated global live audience of 8 million per year, have found attracting big sponsors from other industry sectors very difficult. MotoGP Grands Prix, however, have attracted major consumer brands as title sponsors.

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Table 1.23. Formula One Sponsors 2007 - Renault

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration Sponsor Team description since Budget France Renault F1 2007 Primary Sponsor ING Financial Services $50m 2007-09 £165m France Renault F1 2007 Sponsor Elf Oil France Renault F1 2007 Sponsor PVAXX Materials Technology $12m 2007-09 2006 France Renault F1 2007 Sponsor Hanjin Shipping France Renault F1 2007 Sponsor Bridgestone Automotive Products France Renault F1 2007 Sponsor Chronotech Time Keeping France Renault F1 2007 Sponsor/Supplier 3D Systems Engineering Software France Renault F1 2007 Sponsor/Supplier Altran Engineering Consultancy France Renault F1 2007 Sponsor/Supplier CD Adapco Engineering Software France Renault F1 2007 Sponsor/Supplier Automotive Products France Renault F1 2007 Sponsor/Supplier Charmilles Automotive Engineering France Renault F1 2007 Sponsor/Supplier DMG Automotive Engineering France Renault F1 2007 Sponsor/Supplier Elysium Engineering Software France Renault F1 2007 Sponsor/Supplier Eutelsat Telecommunications France Renault F1 2007 Sponsor/Supplier Lancel Luxury Goods France Renault F1 2007 Sponsor/Supplier Lombardi Software France Renault F1 2007 Sponsor/Supplier Magneti Marelli Automotive Products France Renault F1 2007 Sponsor/Supplier Network Appliance IT France Renault F1 2007 Sponsor/Supplier OZ Racing Automotive Products France Renault F1 2007 Sponsor/Supplier Processia Solutions Engineering Consultancy France Renault F1 2007 Sponsor/Supplier Puma Sports Equipment/Clothing France Renault F1 2007 Sponsor/Supplier Symantec Software France Renault F1 2007 Sponsor/Supplier Tecnomatix Engineering Consultancy France Renault F1 2007 Sponsor/Supplier Vistagy Engineering Software France Renault F1 2007 Sponsor/Supplier Xansa Engineering Consultancy France Renault F1 2007 Supplier Stellent Software France Renault F1 2007 Supplier Phantom Works Engineering Consultancy

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Table 1.24 Formula One Sponsors 2007 - Ferrari

Country Rights Event Property Sponsor Industry sector Fee PA Duration Sponsor Team Holder description since Budget Italy Ferrari F1 2007 Sponsor Marlboro Tobacco $142m 2005-11 1985 £208m Italy Ferrari F1 2007 Sponsor Mubadala Investment Italy Ferrari F1 2007 Sponsor FIAT, Automotive Italy Ferrari F1 2007 Sponsor Shell V-Power Oil Italy Ferrari F1 2007 Sponsor Alice Telecommunications £25m 2007-09 2007 Italy Ferrari F1 2007 Sponsor AMD Microprocessors Italy Ferrari F1 2007 Sponsor Martini Alcohol £25m 2007-08 2006 Italy Ferrari F1 2007 Sponsor Acer Computers Italy Ferrari F1 2007 Sponsor/Supplier Magneti Marelli Automotive Products Italy Ferrari F1 2007 Sponsor/Supplier Mahle Automotive Products Italy Ferrari F1 2007 Sponsor/Supplier OMR Automotive Products Italy Ferrari F1 2007 Sponsor/Supplier SKF Automotive Products Italy Ferrari F1 2007 Sponsor/Supplier Europcar Car Rental Italy Ferrari F1 2007 Sponsor/Supplier Iveco Automotive Italy Ferrari F1 2007 Sponsor/Supplier NGK Automotive Products Italy Ferrari F1 2007 Sponsor/Supplier Infineon Automotive Products Italy Ferrari F1 2007 Sponsor/Supplier Finmeccanica Aerospace Italy Ferrari F1 2007 Sponsor/Supplier Puma Sports Equipment/Clothing Italy Ferrari F1 2007 Sponsor/Supplier Sanbittèr Non-alcoholic Drinks Italy Ferrari F1 2007 Sponsor/Supplier Tata Software Italy Ferrari F1 2007 Sponsor/Supplier Brembo Automotive Products Italy Ferrari F1 2007 Supplier BBS Automotive Products Italy Ferrari F1 2007 Supplier Selex Communications Italy Ferrari F1 2007 Supplier Sabelt Automotive Products Italy Ferrari F1 2007 Supplier TRW Automotive Automotive Products Italy Ferrari F1 2007 Supplier Microsoft Software

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Table 1.25. Formula One Sponsors 2007 - McLaren

Country Rights Event Property Sponsor Industry sector Fee PA Duration Sponsor Team Holder description since Budget UK McClaren F1 2007 Primary Sponsor Vodafone Telecommunications £18m 2007-12 2007 £205m UK McClaren F1 2007 Sponsor Mercedes-Benz Automotive UK McClaren F1 2007 Sponsor Johnnie Walker Alcohol £36m UK McClaren F1 2007 Sponsor SAP Software UK McClaren F1 2007 Sponsor aigo Consumer Electronics 2007 UK McClaren F1 2007 Sponsor Boss Clothing UK McClaren F1 2007 Sponsor Santander Financial Services $20m 2007-11 2007 UK McClaren F1 2007 Sponsor Hilton Hotels UK McClaren F1 2007 Sponsor Schüco Windows UK McClaren F1 2007 Sponsor TAG Heuer Time Keeping UK McClaren F1 2007 Sponsor Mutua Madrileña Financial Services 2007 UK McClaren F1 2007 Sponsor Steinmetz Diamonds UK McClaren F1 2007 Sponsor/Supplier Mobil Oil UK McClaren F1 2007 Sponsor/Supplier Bridgestone Automotive Products UK McClaren F1 2007 Sponsor/Supplier BAE Systems Defence UK McClaren F1 2007 Sponsor/Supplier Henkel Adhesives UK McClaren F1 2007 Sponsor/Supplier Nescafé Xpress Non-alcoholic Drinks UK McClaren F1 2007 Sponsor/Supplier FedEx Courier UK McClaren F1 2007 Sponsor/Supplier Sonax Automotive Products UK McClaren F1 2007 Sponsor/Supplier Advanced Composites Group Automotive Engineering UK McClaren F1 2007 Sponsor/Supplier Charmilles Automotive Engineering UK McClaren F1 2007 Sponsor/Supplier Enkei Automotive Products UK McClaren F1 2007 Sponsor/Supplier GS Yuasa Automotive Products UK McClaren F1 2007 Sponsor/Supplier Mazak Automotive Engineering UK McClaren F1 2007 Sponsor/Supplier Sports Marketing Surveys Marketing UK McClaren F1 2007 Sponsor/Supplier Kenwood Consumer Electronics UK McClaren F1 2007 Sponsor/Supplier Sparco Sports Equipment/Clothing UK McClaren F1 2007 Sponsor/Supplier SGI IT UK McClaren F1 2007 Sponsor/Supplier Koni Automotive Products

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Table 1.26 Formula One Sponsors 2007 – BMW Sauber

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration Sponsor Team description since Budget Switzerland BMW Sauber F1 2007 Primary Sponsor Petronas Oil £180m Switzerland BMW Sauber F1 2007 Sponsor Intel Microprocessors 2005 Switzerland BMW Sauber F1 2007 Sponsor Crédit Suisse Financial Services 2005-08 2005 Switzerland BMW Sauber F1 2007 Sponsor Puma Sports Equipment/Clothing 2004 Switzerland BMW Sauber F1 2007 Sponsor Dell Computers Switzerland BMW Sauber F1 2007 Sponsor/Supplier Bridgestone Automotive Products Switzerland BMW Sauber F1 2007 Sponsor/Supplier Fluent Engineering Software Switzerland BMW Sauber F1 2007 Sponsor/Supplier Certina Time Keeping Switzerland BMW Sauber F1 2007 Sponsor/Supplier Dalco IT Switzerland BMW Sauber F1 2007 Sponsor/Supplier Dräxlmaier Automotive Products Switzerland BMW Sauber F1 2007 Sponsor/Supplier Dupont Materials Technology Switzerland BMW Sauber F1 2007 Sponsor/Supplier MAN Automotive Switzerland BMW Sauber F1 2007 Sponsor/Supplier NGK Automotive Products Switzerland BMW Sauber F1 2007 Sponsor/Supplier Walter Meier Automotive Engineering Switzerland BMW Sauber F1 2007 Sponsor/Supplier Würth Automotive Engineering Switzerland BMW Sauber F1 2007 Sponsor/Supplier ZF Sachs Automotive Products Switzerland BMW Sauber F1 2007 Sponsor AS Elevators Elevators Switzerland BMW Sauber F1 2007 Sponsor/Supplier Brütsch/Rüegger Automotive Products Switzerland BMW Sauber F1 2007 Sponsor Gore-Tex Sports Equipment/Clothing Switzerland BMW Sauber F1 2007 Sponsor/Supplier Klauke Power Systems Switzerland BMW Sauber F1 2007 Sponsor/Supplier Lista Storage Solutions 1975 Switzerland BMW Sauber F1 2007 Sponsor/Supplier Mitsubishi Electricals Switzerland BMW Sauber F1 2007 Sponsor/Supplier MTS Engineering Software Switzerland BMW Sauber F1 2007 Sponsor/Supplier Oerlikon Balzers Materials Technology

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Table 1.27. Formula One Sponsors 2007 – Honda

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Sponsor since Team Budget UK Honda F1 2007 Sponsor Bridgestone Automotive Products £195m UK Honda F1 2007 Sponsor Celerant Management Consulting UK Honda F1 2007 Sponsor ENEOS Oil UK Honda F1 2007 Sponsor Sports Equipment/Clothing UK Honda F1 2007 Sponsor Gatorade Non-alcoholic Drinks UK Honda F1 2007 Sponsor NGK Automotive Products UK Honda F1 2007 Sponsor NTN Automotive Products UK Honda F1 2007 Sponsor Ray-Ban Sunglasses UK Honda F1 2007 Sponsor Seiko Time Keeping $1m 2005-08 UK Honda F1 2007 Supplier Alcon Automotive Products UK Honda F1 2007 Sponsor/Supplier Avaya IT UK Honda F1 2007 Sponsor/Supplier Haas Automation Industrial Equipment UK Honda F1 2007 Sponsor/Supplier Matrix IT Consulting UK Honda F1 2007 Sponsor/Supplier Showa Automotive Products UK Honda F1 2007 Sponsor/Supplier PerkinElmer Pharmaceuticals UK Honda F1 2007 Sponsor/Supplier TÜV SÜD Engineering Consultancy UK Honda F1 2007 Sponsor/Supplier Charmilles Automotive Engineering UK Honda F1 2007 Supplier Alpinestars Sports Equipment/Clothing UK Honda F1 2007 Supplier Autoglym Automotive Products UK Honda F1 2007 Supplier Barco Display Technology UK Honda F1 2007 Supplier Cablefree Communications Equipment UK Honda F1 2007 Supplier CIBER IT Consulting UK Honda F1 2007 Supplier CYTEC Materials Technology UK Honda F1 2007 Supplier Daf Trucks Automotive UK Honda F1 2007 Supplier Endless Advance Automotive Products UK Honda F1 2007 Supplier Glasurit Automotive Products UK Honda F1 2007 Supplier HPC Industrial Equipment UK Honda F1 2007 Supplier NCE Data Storage UK Honda F1 2007 Supplier IBM IT UK Honda F1 2007 Sponsor/Supplier Oliver Sweeney Clothing UK Honda F1 2007 Sponsor/Supplier Pipex Internet UK Honda F1 2007 Supplier Sandvik Coromant Automotive Engineering UK Honda F1 2007 Supplier Snap-On Tools UK Honda F1 2007 Supplier STL Telecommunications UK Honda F1 2007 Supplier Takata Automotive Products UK Honda F1 2007 Sponsor/Supplier Tripp Luxury Goods UK Honda F1 2008 Sponsor/Supplier Instron Industrial Engineering 2007

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Table 1.28 Formula One Sponsors 2007 - Toyota

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Sponsor Team since Budget Germany Toyota F1 2007 Sponsor Panasonic Consumer Electronics £230m Germany Toyota F1 2007 Sponsor Denso Automotive Products 2007-08 2002 Germany Toyota F1 2007 Sponsor/Supplier BMC Software Software Germany Toyota F1 2007 Supplier Bridgestone Automotive Products Germany Toyota F1 2007 Sponsor Kingfisher Airlines Airline 2007-09 Germany Toyota F1 2007 Sponsor Esso Oil Germany Toyota F1 2007 Sponsor/Supplier EMC Data Storage Germany Toyota F1 2007 Sponsor/Supplier Dassault Systèmes Engineering Software Germany Toyota F1 2007 Sponsor/Supplier Ebbon-Dacs Software Germany Toyota F1 2007 Sponsor/Supplier KDDI Telecommunications Germany Toyota F1 2007 Sponsor/Supplier Magneti Marelli Automotive Products Germany Toyota F1 2007 Sponsor Time Inc. Media Germany Toyota F1 2007 Sponsor/Supplier Alpinestars Sports Equipment/Clothing Germany Toyota F1 2007 Sponsor Esprit Clothing Germany Toyota F1 2007 Sponsor/Supplier KTC Tools Germany Toyota F1 2007 Sponsor/Supplier MAN Automotive Germany Toyota F1 2007 Sponsor/Supplier Nautilus Gym Equipment Germany Toyota F1 2007 Sponsor/Supplier Takata Automotive Products

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Table 1.29 Formula One Sponsors 2007 – Red Bull / Scuderia Toro Rosso

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Sponsor Team since Budget Austria Red Bull F1 2007 Lead Sponsor Red Bull Non-alcoholic Drinks £128m Austria Red Bull F1 2007 Sponsor/Supplier Renault Automotive Austria Red Bull F1 2007 Sponsor Oerlikon Balzers Materials Technology Austria Red Bull F1 2007 Sponsor Metro Media Austria Red Bull F1 2007 Sponsor Rauch Non-alcoholic Drinks Austria Red Bull F1 2007 Supplier UGS Software Austria Red Bull F1 2007 Supplier Magneti Marelli Automotive Products Austria Red Bull F1 2007 Sponsor/Supplier Platform Software Austria Red Bull F1 2007 Sponsor/Supplier Quehenberger Logistics Austria Red Bull F1 2007 Sponsor/Supplier Mac Tools Tools Austria Red Bull F1 2007 Sponsor/Supplier MSC Software Software Austria Red Bull F1 2007 Sponsor Leica Geosystems Austria Red Bull F1 2007 Sponsor Hangar-7 Museum Italy Scuderia Toro F1 2007 Primary Sponsor Red Bull Non-alcoholic Drinks £40m Rosso Italy Scuderia Toro F1 2007 Sponsor Volkswagen Automotive Rosso Italy Scuderia Toro F1 2007 Sponsor Telecom Italia Telecommunications Rosso (Alice brand) Italy Scuderia Toro F1 2007 Sponsor Amik Chemical Distribution Rosso Italy Scuderia Toro F1 2007 Sponsor Avus Automotive Products Rosso Italy Scuderia Toro F1 2007 Sponsor USAG Tools Rosso

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Table 1.30 Formula One Sponsors 2007 - Williams

Country Rights Event Property Sponsor Industry sector Fee PA Duration Sponsor Team Holder description since Budget UK Williams F1 2007 Primary Sponsor Royal Bank of Scotland Financial Services $38m 2007-10 2007 £100m UK Williams F1 2007 Title Sponsor AT&T Telecommunications $40m UK Williams F1 2007 Sponsor Lenovo Computers $30m 2007 UK Williams F1 2007 Sponsor Philips Shavers Consumer Electronics 2006 UK Williams F1 2007 Sponsor Petrobras Oil UK Williams F1 2007 Sponsor Accenture Management Consulting 2007-09 UK Williams F1 2007 Sponsor Allianz Financial Services 2000 UK Williams F1 2007 Supplier Bridgestone Automotive Products UK Williams F1 2007 Sponsor Oris Time Keeping $2m 2007 2003 UK Williams F1 2007 Sponsor Randstad Recruitment 2007-9 2006 UK Williams F1 2007 Sponsor Reuters Data/News Services UK Williams F1 2007 Sponsor Tata Software UK Williams F1 2008 Sponsor AirAsia Airline 2007-09 2007 UK Williams F1 2007 Sponsor/Supplier DeWalt Tools UK Williams F1 2007 Sponsor/Supplier MAN Automotive UK Williams F1 2007 Sponsor/Supplier PPG Materials Technology UK Williams F1 2007 Sponsor/Supplier Puma Sports Equipment/Clothing UK Williams F1 2007 Sponsor/Supplier Hamleys Retail 2004 UK Williams F1 2007 Sponsor/Supplier QinetiQ Industrial Research & Development 2005 UK Williams F1 2007 Sponsor/Supplier Rays Automotive Products UK Williams F1 2007 Sponsor Battery Non-alcoholic Drinks 2007 2006

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Table 1.31 Formula One Sponsors 2007 - Spyker

Country Rights Event Property Sponsor Industry sector Fee PA Duration Sponsor Team Holder description since Budget Netherlands Spyker-F1 F1 2007 Primary Sponsor Etihad Airline 2007-09 2007 £61m Netherlands Spyker-F1 F1 2007 Primary Sponsor Aldar Property 2007 Netherlands Spyker-F1 F1 2007 Sponsor Mingya European Hotel/Leisure 2007 Netherlands Spyker-F1 F1 2007 Sponsor Rhino's Non-alcoholic Drinks 2006-07 2006 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Medion Mobile Consumer Electronics 2007 Netherlands Spyker-F1 F1 2007 Sponsor Superfund Financial Services 2007 Netherlands Spyker-F1 F1 2007 Sponsor Quick Sports Equipment/Clothing 2007 Netherlands Spyker-F1 F1 2007 Sponsor LeasePlan Fleet Management 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier MAN Automotive 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier GPUpdate. Media 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier RotoZip Tools 2007 Netherlands Spyker-F1 F1 2007 Supplier Bridgestone Automotive Products 2007 Netherlands Spyker-F1 F1 2007 Sponsor McGregor Clothing 2007-9 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier 4net Licensing 2007 Netherlands Spyker-F1 F1 2007 Sponsor Philoderm Medical Products 2007-09 2007 Netherlands Spyker-F1 F1 2007 Sponsor Dremel Tools 2007 Netherlands Spyker-F1 F1 2007 Sponsor Oxy Fusion Non-alcoholic Drinks 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Dream7 Marketing 2007 Netherlands Spyker-F1 F1 2007 Sponsor Navteq Satellite Navigation 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Kemppi Tools 2007 Netherlands Spyker-F1 F1 2007 Sponsor Laurent-Perrier Alcohol 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Scientio Software 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier STL Telecommunications 2007 Netherlands Spyker-F1 F1 2007 Sponsor Rocket Bikes Bicycles 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Sparco Sports Equipment/Clothing 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier SuperGenco Marketing 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Touchpaper Software 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier UPS Direct Electricals 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Vandenberg Printing 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Arqiva Communications Equipment 2007

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Table 1.32. Formula One Sponsors 2007 – Spyker / Super Aguri

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration Sponsor Team description since Budget Netherlands Spyker-F1 F1 2007 Sponsor/Supplier CMG Internet 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Samsung Consumer Electronics 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier gr8 Marketing 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier TAG Communications Equipment 2007 Netherlands Spyker-F1 F1 2007 Sponsor Sunglasses 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Metris Measurement Equipment 2007 Netherlands Spyker-F1 F1 2007 Supplier DDS Catia CAD Design 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Weigl Automotive Engineering 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Exact Software 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Amalgam Model making 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier AVG Software 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier MaxCredible Financial Services 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier AD Sportwereld Media 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Trust Consumer Electronics 2007 Netherlands Spyker-F1 F1 2007 Sponsor/Supplier Heineken Alcohol 2007 Japan 2007 Primary Sponsor Samantha Kingz Clothing £30m Japan Super Aguri F1 2007 Sponsor/Supplier Honda Automotive Japan Super Aguri F1 2007 Supplier Bridgestone Automotive Products Japan Super Aguri F1 2007 Sponsor LifeCard Financial Services Japan Super Aguri F1 2007 Sponsor Seiko Time Keeping Japan Super Aguri F1 2007 Sponsor Autobacs Automotive Repairs Japan Super Aguri F1 2007 Sponsor/Supplier Eneos Oil Japan Super Aguri F1 2007 Sponsor/Supplier NGK Automotive Products Japan Super Aguri F1 2007 Sponsor/Supplier Takata Automotive Products Japan Super Aguri F1 2007 Sponsor/Supplier Rodac Automotive Engineering 2006 Japan Super Aguri F1 2007 Sponsor/Supplier AXA Financial Services Japan Super Aguri F1 2007 Sponsor/Supplier Metris Measurement Equipment 2007 Japan Super Aguri F1 2007 Sponsor/Supplier SS United Oil & Oil 2007 Japan Super Aguri F1 2007 Sponsor/Supplier Speakerbus Communications Equipment

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Table 1.33 Formula One Grand Prix Circuit Sponsors 2007

Country Rights Event Property Sponsor Industry sector Fee PA Duration Sponsor Holder description since Australian Grand Prix Title Sponsor ING Financial Services $3.7m 2007-09 Spain Spanish Grand Prix Title Sponsor Telefonica Telecommunications Bahrain Bahrain Grand Prix Title Sponsor Gulf Air Airline $4m 2006-10 2004 Australia Australian Grand Prix Official Airline Qantas Airline 2008-10 Belgium Belgian Grand Prix Title Sponsor ING Financial Services Turkey Turkish Grand Prix Title Sponsor Petrol Ofisi Oil 2006 UK British Grand Prix Title Sponsor Banco Santander Financial Services £6m 2007 Malaysia Malaysian Grand Prix Title Sponsor Petronas Oil

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Table 1.34. MotoGP Sponsors 2007 – Title and Ducati

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration International Dorna MotoGP Sponsor BMW Automotive International Dorna MotoGP Sponsor Tissot Time Keeping International Dorna MotoGP Sponsor Freixenet Alcohol International Dorna MotoGP Sponsor Alpinestars Sports Equipment/Clothing International Dorna MotoGP Sponsor Cinzano Alcohol Italy Marlboro Ducati MotoGP Primary Sponsor Marlboro Tobacco Italy Marlboro Ducati MotoGP Tier 1 Sponsor Alice (Telecom Italia) Telecommunications 2006-09 Italy Marlboro Ducati MotoGP Tier 1 Sponsor SanDisk Computer Peripherals 2007-08 Italy Marlboro Ducati MotoGP Sponsor/Supplier Shell Advance Oil Italy Marlboro Ducati MotoGP Sponsor/Supplier Bridgestone Automotive Products Italy Marlboro Ducati MotoGP Sponsor Automotive Italy Marlboro Ducati MotoGP Sponsor AMD Microprocessors Italy Marlboro Ducati MotoGP Sponsor Bosch Automotive Products Italy Marlboro Ducati MotoGP Sponsor Datacol Tools Italy Marlboro Ducati MotoGP Sponsor DHL Courier Italy Marlboro Ducati MotoGP Sponsor Ditec Construction Products Italy Marlboro Ducati MotoGP Sponsor Fiat Automotive Italy Marlboro Ducati MotoGP Sponsor Gatorade Non-Alcoholic Drinks Italy Marlboro Ducati MotoGP Sponsor Guabello Fabric Italy Marlboro Ducati MotoGP Sponsor Jeckerson Clothing Italy Marlboro Ducati MotoGP Sponsor Larryio Zips Italy Marlboro Ducati MotoGP Sponsor Malaguli Automotive Italy Marlboro Ducati MotoGP Sponsor Marsh Financial Services Italy Marlboro Ducati MotoGP Sponsor Mocador Non-Alcoholic Drinks Italy Marlboro Ducati MotoGP Sponsor Oakley Sunglasses Italy Marlboro Ducati MotoGP Sponsor OM Fork Lift Trucks Italy Marlboro Ducati MotoGP Sponsor Pattex Adhesives Italy Marlboro Ducati MotoGP Sponsor Prisco Clothing Italy Marlboro Ducati MotoGP Sponsor Puma Sports Equipment/Clothing Italy Marlboro Ducati MotoGP Sponsor Riello UPS Power Systems

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Table 1.35 MotoGP Sponsors 2007 –Ducati/ Fiat Yamaha / Repsol Honda

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Italy Marlboro Ducati MotoGP Sponsor SAP Software Italy Marlboro Ducati MotoGP Sponsor Tumi Luggage Italy Marlboro Ducati MotoGP Sponsor/Supplier Brembo Automotive Products Italy Marlboro Ducati MotoGP Sponsor/Supplier CHT Automotive Products Italy Marlboro Ducati MotoGP Sponsor/Supplier CM Composit Industrial Materials Italy Marlboro Ducati MotoGP Sponsor/Supplier Gnutti Automotive Products Italy Marlboro Ducati MotoGP Sponsor/Supplier Magneti Marelli Automotive Products Italy Marlboro Ducati MotoGP Sponsor/Supplier NGK Automotive Products Italy Marlboro Ducati MotoGP Sponsor/Supplier Regina Automotive Products Italy Marlboro Ducati MotoGP Sponsor/Supplier SKF Automotive Products Italy Marlboro Ducati MotoGP Sponsor/Supplier Termignoni Automotive Products Italy Marlboro Ducati MotoGP Sponsor/Supplier USAG Tools Italy Marlboro Ducati MotoGP Sponsor/Supplier Valtermoto Automotive Products Italy Fiat Yamaha MotoGP Title Sponsor FIAT Automotive 2007-08 Italy Fiat Yamaha MotoGP Sponsor/Supplier Michelin Automotive Products Italy Fiat Yamaha MotoGP Sponsor/Supplier Motul Lubricants Italy Fiat Yamaha MotoGP Sponsor/Supplier Magneti Marelli Automotive Products Italy Fiat Yamaha MotoGP Sponsor/Supplier Brembo Automotive Products Italy Fiat Yamaha MotoGP Sponsor/Supplier NGK Automotive Products Italy Fiat Yamaha MotoGP Sponsor/Supplier Öhlins Automotive Products UK Repsol Honda MotoGP Primary Sponsor Repsol Oil UK Repsol Honda MotoGP Sponsor Gas Jeans Clothing UK Repsol Honda MotoGP Sponsor/Supplier Bridgestone Automotive Products UK Repsol Honda MotoGP Sponsor/Supplier Brembo Automotive Products UK Repsol Honda MotoGP Sponsor/Supplier Daido Kogyo Co Automotive Products UK Repsol Honda MotoGP Sponsor/Supplier NGK Automotive Products UK Repsol Honda MotoGP Sponsor/Supplier Michelin Automotive Products UK Repsol Honda MotoGP Sponsor/Supplier Renthal Automotive Products UK Repsol Honda MotoGP Sponsor/Supplier RK Excel Automotive Products UK Repsol Honda MotoGP Sponsor/Supplier Showa Automotive Products UK Repsol Honda MotoGP Sponsor/Supplier Snap-On Tools UK Repsol Honda MotoGP Sponsor Weider Food Supplements

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Table 1.36. MotoGP Sponsors 2007 – Konica Minolta / Yamaha Tech 3

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Italy Konica Minolta MotoGP Primary Sponsor Konica/Minolta Office Equipment 2005 - Italy Konica Minolta MotoGP Primary Supplier Honda Automotive Italy Konica Minolta MotoGP Sponsor/Supplier Michelin Automotive Products Italy Konica Minolta MotoGP Sponsor Varese 2008 Spa Event organiser 2007-08 Italy Konica Minolta MotoGP Sponsor Dixell Refridgeration Italy Konica Minolta MotoGP Sponsor Italiacorre Marketing Italy Konica Minolta MotoGP Sponsor Classeditori Media Italy Konica Minolta MotoGP Sponsor Ecodem Demolition Italy Konica Minolta MotoGP Sponsor/Supplier Vuemme Automotive Products Italy Konica Minolta MotoGP Sponsor/Supplier Gianelli Automotive Products Italy Konica Minolta MotoGP Sponsor/Supplier Sinter Metals Italy Konica Minolta MotoGP Sponsor/Supplier Madif Sports Equipment/Clothing Italy Konica Minolta MotoGP Sponsor/Supplier DID Automotive Products Italy Konica Minolta MotoGP Sponsor/Supplier Beta Tools Italy Konica Minolta MotoGP Sponsor/Supplier Adige Automotive Products Italy Konica Minolta MotoGP Sponsor Flex Shop Fitting Italy Konica Minolta MotoGP Sponsor/Supplier Eurodiesel Automotive Retail Italy Konica Minolta MotoGP Sponsor/Supplier Tottene Automotive Retail Italy Konica Minolta MotoGP Sponsor/Supplier Showa Automotive Products Italy Konica Minolta MotoGP Sponsor/Supplier Brembo Automotive Products Italy Konica Minolta MotoGP Sponsor/Supplier NGK Automotive Products Italy Konica Minolta MotoGP Sponsor/Supplier Termorace Tyre Warmers Italy Konica Minolta MotoGP Sponsor/Supplier Caretta Technology Automotive Engineering France Yamaha Tech 3 MotoGP Primary Sponsor Dunlop Automotive Products France Yamaha Tech 3 MotoGP Sponsor/Supplier Motul Lubricants France Yamaha Tech 3 MotoGP Sponsor/Supplier Magneti Marelli Automotive Products France Yamaha Tech 3 MotoGP Sponsor/Supplier Alpinestars Sports Equipment/Clothing France Yamaha Tech 3 MotoGP Sponsor/Supplier Beta Tools France Yamaha Tech 3 MotoGP Sponsor/Supplier 2D Data Processing France Yamaha Tech 3 MotoGP Sponsor/Supplier Brembo Automotive Products France Yamaha Tech 3 MotoGP Sponsor/Supplier NGK Automotive Products France Yamaha Tech 3 MotoGP Sponsor/Supplier DID Automotive Products France Yamaha Tech 3 MotoGP Sponsor/Supplier Ohlins Automotive Products 88

Table 1.37. MotoGP Sponsors 2007 – Rizla Suzuki / Kawasaki

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration UK Rizla Suzuki MotoGP Primary Sponsor Rizla Tobacco UK Rizla Suzuki MotoGP Sponsor/Supplier Bridgestone Automotive Products UK Rizla Suzuki MotoGP Sponsor/Supplier Motul Lubricants UK Rizla Suzuki MotoGP Sponsor Mitsubishi Consumer Electronics UK Rizla Suzuki MotoGP Sponsor/Supplier Yoshimura Automotive Products UK Rizla Suzuki MotoGP Sponsor/Supplier Kokusan Denki Automotive Products UK Rizla Suzuki MotoGP Sponsor/Supplier T.Rad Automotive Products UK Rizla Suzuki MotoGP Sponsor/Supplier Mac Tools Tools UK Rizla Suzuki MotoGP Sponsor/Supplier RK Automotive Products UK Rizla Suzuki MotoGP Sponsor/Supplier DID Automotive Products UK Rizla Suzuki MotoGP Sponsor/Supplier NGK Automotive Products UK Rizla Suzuki MotoGP Sponsor/Supplier Afam Automotive Products UK Rizla Suzuki MotoGP Sponsor/Supplier 2D Data Processing UK Rizla Suzuki MotoGP Sponsor/Supplier PUIG Automotive Products 2007 UK Rizla Suzuki MotoGP Sponsor/Supplier Dread Merchandise UK Rizla Suzuki MotoGP Sponsor/Supplier DAF Automotive UK Rizla Suzuki MotoGP Sponsor/Supplier Sagittarius Marketing Marketing UK Rizla Suzuki MotoGP Sponsor/Supplier Crescent Motorcycle Co Automotive Retail Netherlands Kawasaki MotoGP Sponsor/Supplier ELF Oil Netherlands Kawasaki MotoGP Sponsor/Supplier Bridgestone Automotive Products Netherlands Kawasaki MotoGP Sponsor/Supplier Akrapovic Automotive Products Netherlands Kawasaki MotoGP Sponsor/Supplier Touch 4 Internet Netherlands Kawasaki MotoGP Sponsor/Supplier Afam Automotive Products Netherlands Kawasaki MotoGP Sponsor/Supplier EK Chains Automotive Products Netherlands Kawasaki MotoGP Sponsor/Supplier NGK Automotive Products Netherlands Kawasaki MotoGP Sponsor/Supplier FCC Automotive Products Netherlands Kawasaki MotoGP Sponsor/Supplier 2D Data Processing Netherlands Kawasaki MotoGP Sponsor/Supplier Magneti Marelli Automotive Products Netherlands Kawasaki MotoGP Sponsor G-Shock Time Keeping Netherlands Kawasaki MotoGP Sponsor Flex Shop Fitting Netherlands Kawasaki MotoGP Sponsor/Supplier Beta Tools Netherlands Kawasaki MotoGP Sponsor 3M Conglomerate

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Table 1.38. MotoGP Sponsors 2007 – Team Roberts / Pramac D’Antin

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration UK Team Roberts MotoGP Sponsor Motorpoint Automotive Retail UK Team Roberts MotoGP Sponsor F1 MAX-X Leisure UK Team Roberts MotoGP Sponsor Treasure Island Hotel Leisure UK Team Roberts MotoGP Sponsor/Supplier Alpinestars Sports Equipment/Clothing UK Team Roberts MotoGP Sponsor/Supplier Michelin Automotive Products UK Team Roberts MotoGP Sponsor/Supplier KR Tuned Automotive Products UK Team Roberts MotoGP Sponsor/Supplier Hotbodies Racing Automotive Retail UK Team Roberts MotoGP Sponsor/Supplier Top 1 Oil UK Team Roberts MotoGP Sponsor/Supplier WRP Automotive Products UK Team Roberts MotoGP Sponsor/Supplier Afam Automotive Products UK Team Roberts MotoGP Sponsor/Supplier Source 23 Internet UK Team Roberts MotoGP Sponsor/Supplier Nissin Automotive Products UK Team Roberts MotoGP Sponsor Garmin Wireless Communications Italy/Spain Pramac D'Antin MotoGP Primary Supplier Ducati Automotive Products Italy/Spain Pramac D'Antin MotoGP Ttile Sponsor Pramac Group Power Systems Italy/Spain Pramac D'Antin MotoGP Sponsor Calidona Hotel/Leisure Italy/Spain Pramac D'Antin MotoGP Sponsor Agip Oil Italy/Spain Pramac D'Antin MotoGP Sponsor Dada.net Internet Italy/Spain Pramac D'Antin MotoGP Sponsor Mecc Alte Automotive Products Italy/Spain Pramac D'Antin MotoGP Sponsor Comege Metals Italy/Spain Pramac D'Antin MotoGP Sponsor Gaviota Simbac Construction Products Italy/Spain Pramac D'Antin MotoGP Sponsor Gruppo Petrosino Construction Italy/Spain Pramac D'Antin MotoGP Sponsor Hydr-app Hydraulics Italy/Spain Pramac D'Antin MotoGP Sponsor Gefco Logistics Italy/Spain Pramac D'Antin MotoGP Sponsor Promosiena Marketing Italy/Spain Pramac D'Antin MotoGP Sponsor ILT Engineering Italy/Spain Pramac D'Antin MotoGP Sponsor Segafredo Non-Alcoholic Drinks Italy/Spain Pramac D'Antin MotoGP Sponsor GPR Automotive Products Italy/Spain Pramac D'Antin MotoGP Sponsor Speed Fiber Industrial Materials Italy/Spain Pramac D'Antin MotoGP Sponsor Flex Shop Fitting Italy/Spain Pramac D'Antin MotoGP Sponsor Bomb Boogie Clothing

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Table 1.39. MotoGP Sponsors 2007 – Pramac D’Antin / Ilmor / Gresini Honda

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Italy/Spain Pramac D'Antin MotoGP Sponsor Axio Luggage Italy/Spain Pramac D'Antin MotoGP Sponsor AMG Hospitality Italy/Spain Pramac D'Antin MotoGP Sponsor Malvestio Medical Equipment Italy/Spain Pramac D'Antin MotoGP Sponsor Vassalli Food Italy/Spain Pramac D'Antin MotoGP Sponsor/Supplier Bridgestone Automotive Products Italy/Spain Pramac D'Antin MotoGP Sponsor/Supplier CIMA Automotive Products Italy/Spain Pramac D'Antin MotoGP Sponsor/Supplier Suomy Automotive Products Italy/Spain Pramac D'Antin MotoGP Sponsor/Supplier Afam Automotive Products Italy/Spain Pramac D'Antin MotoGP Sponsor/Supplier Regina Automotive Products Italy/Spain Pramac D'Antin MotoGP Sponsor/Supplier Puma Sports Equipment/Clothing Italy/Spain Pramac D'Antin MotoGP Sponsor/Supplier Mizuno Sports Equipment/Clothing Italy/Spain Pramac D'Antin MotoGP Sponsor/Supplier Arlen Ness Sports Equipment/Clothing UK Ilmor MotoGP Sponsor/Supplier Michelin Automotive Products UK Ilmor MotoGP Sponsor/Supplier Akrapovic Automotive Products UK Ilmor MotoGP Sponsor/Supplier Renthal Automotive Products UK Ilmor MotoGP Sponsor/Supplier Regina Automotive Products UK Ilmor MotoGP Sponsor/Supplier NGK Automotive Products Italy Gresini Honda MotoGP Primary Supplier Honda Automotive Italy Gresini Honda MotoGP Sponsor HANNspree Consumer Electronics Italy Gresini Honda MotoGP Sponsor Castrol Oil Italy Gresini Honda MotoGP Sponsor San Carlo Food Italy Gresini Honda MotoGP Sponsor Agos S.p.A. Financial Services Italy Gresini Honda MotoGP Sponsor Valsir S.p.A Construction Materials Italy Gresini Honda MotoGP Sponsor Morellato Time Keeping Italy Gresini Honda MotoGP Sponsor Manpower Recruitment Italy Gresini Honda MotoGP Sponsor 3 Italia Telecommunications Italy Gresini Honda MotoGP Sponsor Bridgestone Automotive Products Italy Gresini Honda MotoGP Sponsor Polini Motori S.p.A Automotive Products Italy Gresini Honda MotoGP Sponsor Domino Automotive Products Italy Gresini Honda MotoGP Sponsor Berner Tools Italy Gresini Honda MotoGP Sponsor LeoVince Automotive Products Italy Gresini Honda MotoGP Sponsor Milwaukee Electric Tools

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Table 1.40. MotoGP Sponsors 2007 – LCR Honda / Circuit Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Monte Carlo LCR Honda MotoGP Sponsor/Supplier Honda Automotive Monte Carlo LCR Honda MotoGP Sponsor/Supplier Michelin Automotive Products Monte Carlo LCR Honda MotoGP Sponsor/Supplier Denso Automotive Products Monte Carlo LCR Honda MotoGP Sponsor Lee Clothing Monte Carlo LCR Honda MotoGP Sponsor Eurobet Gambling Monte Carlo LCR Honda MotoGP Sponsor/Supplier Deca Engineering Equipment Monte Carlo LCR Honda MotoGP Sponsor/Supplier Carpimoto Automotive Products Monte Carlo LCR Honda MotoGP Sponsor Box&Box Prefab Containers Monte Carlo LCR Honda MotoGP Sponsor/Supplier Shoei Crash Helmets Monte Carlo LCR Honda MotoGP Sponsor Elettronica Disount Retail Monte Carlo LCR Honda MotoGP Sponsor/Supplier ENG Construction Machinery Monte Carlo LCR Honda MotoGP Sponsor/Supplier XPD Sports Equipment/Clothing Monte Carlo LCR Honda MotoGP Sponsor TechnologyShop Computers Monte Carlo LCR Honda MotoGP Sponsor/Supplier Givi Motorcycle Accessories Netherlands Dorna TT Assen Grand Prix Title Sponsor A-Style Clothing 2007-09 Japan Dorna Japanese Grand Prix Title Sponsor A-Style Clothing 2007-10 USA Dorna US Grand Prix Title Sponsor Red Bull Non-Alcoholic Drinks Qatar Dorna Qatar Grand Prix Title Sponsor Commercialbank Financial Services 2006-08 UK Dorna British Grand Prix Title Sponsor Nickel & Dime Clothing Italy Dorna Italian Grand Prix Title Sponsor Alice Telecommunications 2007-09 France Dorna French Grand Prix Title Sponsor Alice Telecommunications 2007-09 Germany Dorna German Grand Prix Title Sponsor Bwin Gambling Spain Dorna Catalonian Grand Prix Title Sponsor Cinzano Alcohol Portugal Dorna Portuguese Grand Title Sponsor Bwin Gambling Italy Dorna Grand Title Sponsor Cinzano Alcohol Australia Dorna Australian Grand Prix Title Sponsor GMC Tools Spain Dorna Valencia Grand Prix Title Sponsor Bwin Gambling Spain Dorna Spanish Grand Prix Title Sponsor Bwin Gambling

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Table 1.41 Le Mans / DTM Sponsors 2007

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration France ACO Le Mans 24 Hr Race Partner Audi Automotive France ACO Le Mans 24 Hr Race Partner Dunlop Automotive Products France ACO Le Mans 24 Hr Race Partner Shell Oil France ACO Le Mans 24 Hr Race Partner Michelin Automotive Products France ACO Le Mans 24 Hr Race Partner Peugeot Automotive France ACO Le Mans 24 Hr Race Partner Rolex Time Keeping France ACO Le Mans 24 Hr Race Partner Corvette Racing Motor Racing Germany DTM DTM Partner ADAC Event Organisation Germany DTM DTM Partner Aral ultimate Petrol Retail Germany DTM DTM Partner Blaupunkt Consumer Electronics Germany DTM DTM Partner Bosch Automotive Products Germany DTM DTM Partner Dunlop Automotive Products Germany DTM DTM Partner Hermes Logistik Gruppe Logistics Germany DTM DTM Partner Vodafone Telecommunications Germany DTM DTM Partner ADAC Vehicle Recovery Germany Audi Sport Team Abt Sportsline DTM Sponsor/Supplier Dunlop Automotive Products Germany Audi Sport Team Abt Sportsline DTM Sponsor/Supplier Continental Automotive Products Germany Audi Sport Team Abt Sportsline DTM Sponsor/Supplier Castrol Lubricants Germany Audi Sport Team Phoenix DTM Sponsor Playboy Media Germany Audi Sport Team Rosberg DTM Sponsor Philips Consumer Electronics Germany Audi Sport Team Rosberg DTM Sponsor/Supplier UGS Software Germany Futurecom TME DTM Title Sponsor Futurecom Marketing Germany Futurecom TME DTM Sponsor/Supplier Castrol Lubricants Germany HWA AG DTM Sponsor Salzgitter AG Steel Germany HWA AG DTM Sponsor/Supplier Mercedes Automotive Germany Mücke Motorsport DTM Title Sponsor ASL Vehicle Leasing Germany Mücke Motorsport DTM Sponsor TV Spielfilm Media Germany Mücke Motorsport DTM Sponsor Schluter Print Production Germany Mücke Motorsport DTM Sponsor Sebring Automotive Products Germany Mücke Motorsport DTM Sponsor Red Bull Non-Alcoholic Drinks Germany Mücke Motorsport DTM Sponsor/Supplier HWA Race Car Manufacturer Germany Mücke Motorsport DTM Sponsor Auto Motor Sport Media

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Table 1.42. WTCC / WRC Sponsors 2007

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description International FIA WTCC Sponsor Canon Digital Imaging International FIA WTCC Sponsor Marriott Courtyard Hotel Leisure International FIA WTCC Sponsor Beru Automotive Products International FIA WTCC Sponsor Advan Automotive Products International FIA WTCC Sponsor Monroe Automotive Products UK BP-Ford WRC Sponsor Ford Automotive UK BP-Ford WRC Sponsor BP Oil France Citroën Total WRC Sponsor Citroën Automotive France Citroën Total WRC Sponsor Total Oil UK Subaru WRC Sponsor Subaru Automotive UK Subaru WRC Sponsor BF Goodrich Automotive Products Munchi's Ford WRC Sponsor Ford Automotive Argentina Munchi's Ford WRC Sponsor Munchi's Food Argentina Munchi's Ford WRC Sponsor Turismo Pecom Tourism UK Stobart VK M-Sport Ford WRC Sponsor Eddie Stobart Logistics UK Stobart VK M-Sport Ford WRC Sponsor Ford Automotive UK Stobart VK M-Sport Ford WRC Sponsor Vodka Kick Alcohol UK Stobart VK M-Sport Ford WRC Partner/Supplier M-Sport Race Car Manufacturer UK Stobart VK M-Sport Ford WRC Sponsor WA Developments Railway Engineering Belgium OMV-Kronos Citroën WRC Sponsor Citroën Automotive Belgium OMV-Kronos Citroën WRC Sponsor OMV Oil Portugal WRC Rally de Portugal Title Sponsor Vodafone Telecommunications Greece WRC Acropolis Rally of Greece Title Sponsor BP Ultimate Oil Finland WRC Rally Finland Title Sponsor Neste Oil Oil Sweden WRC Swedish Rally Title Sponsor Uddeholm Steel Spain WRC Rally Catalunya-Costa Daurada Title Sponsor RACC Automobile Club Spain WRC Rally Catalunya-Costa Daurada Title Sponsor Costa Daurada Tourism Germany WRC Rally Deutschland Title Sponsor ADAC Automobile Club Mexico WRC Rally Mexico Title Sponsor Corona Alcohol

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Athletics

Athletics is a sport, which tends to spark widespread public interest when major events take place and then disappear into the background at other times. The challenge in working with sponsors, therefore, is partly to maximise opportunities during the major events, but also to maintain interest during other periods when lower profile events occur.

Arguably the most successful sponsorship in this respect is that between Flora and the London Marathon. The event has benefited from professional organisation and branding as well as from public participation allowing the organisers to maintain a constant level of communication throughout the year regarding qualification details and participation requirements. With runners seeking individual charity sponsorship, it has effectively recruited tens of thousands of ambassadors, which have further boosted both the event and the sponsor‟s brand. That said, the title sponsor Flora, also maintains a high level of promotional activity throughout the year in connection with the marathon and the brand has won several awards for its sponsorship activation.

Other successful sponsors in athletics include Spar and Norwich Union. Both have invested in backing athletics over the long term. Spar has sponsored the EAA since 1996 and its brand has become synonymous with European Athletics events. Norwich Union, a more recent sponsor, has a five-year deal with UK Athletics, which provides it with a high level of visibility throughout the season.

Chart 1.43. European Athletics Sponsorship by Number of Deals

Number of Deals

Sports Clothing 19% FMCG 14%

Retail 10%

Financial Services 8%

Automotive 8%

6% IT Other 36%

0% 5% 10% 15% 20% 25% 30% 35% 40%

In terms of the number of deals in athletics sponsorship, sports equipment manufacturers lead because virtually every major rights holder has such a partnership agreement. Major sponsorships include Mizuno (IAAF), Adidas (London 2012, UK Athletics, FFA in France, London and Berlin Marathon), Nike (DLV in Germany), Asics (Fidal in Italy) and Reebok (RFEA in Spain).

The FMCG sector is well represented in terms of number of deals which include Aqua Pura (UK Athletics), Kinder (Fidal), Luchon (FFA), Flora/Vittel (London Marathon), Basica/Red Bull and Coca-Cola (Berlin Marathon). Most of these deals, however, are low value and Chart 1.41 shows that the sector drops down the list of cash contributors.

The retail sector is mainly represented by Spar‟s backing of the EEA‟s European athletics events, but Bauhaus (German governing body - DLV), Sport 2000 ( French governing body - FFA), Tesco, real,-(title sponsor) and Go Sport (London, Berlin and Paris marathons respectively) also provide contributions from the industry.

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Chart 1.44. European Athletics Sponsorship by Value of Deals

Value of Deals

Financial Services 30%

Sports Clothing 14%

Retail 12%

FMCG 8% IT 7%

Automotive 6%

Other 21%

0% 5% 10% 15% 20% 25% 30% 35%

As is the case in many European sports, the biggest investor in terms of value, is the financial services industry. Norwich Union‟s £10 million per year expenditure on UK athletics is mirrored by Reise Bank‟s similar primary deal with the German governing body, the DLV. In France Caisse d‟Epargne is a top tier sponsor of governing body, the FFA, and a backer of the Paris Marathon. In Italy Findomestic has a secondary deal with governing body Fidal as does MBNA with UK Athletics.

The IT sector is a relatively large contributor with deals such as Epson (IAAF/EAA), TDK (IAAF) and Ricoh (RFEA).

One notable absentee from the charts is telecommunications, which is a significant sponsor in most sports categories in Europe. The tables below show a few minor deals such as Vonage (UK Athletics), T-Com (Berlin Marathon) and 118008 (Paris Marathon).

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Table 1.43. IAAF / EAA / UK Athletics Sponsors

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description International IAAF Sponsor Epson Office Equipment International IAAF Sponsor Mizuno Sports Equipment/Clothing International IAAF Sponsor Seiko Time Keeping 2005-09 International IAAF Sponsor TDK Data Storage International IAAF Sponsor Toyota Automotive International IAAF Media Partner Media International IAAF Media Partner TBS Media Europe EAA European Athletics Title Sponsor Spar Retail 2008-10 Championships 2010 Europe EAA European Athletics Title Sponsor Spar Retail 2008-11 Indoor Championships 2009/2011 Europe EAA European Cup Title Sponsor Spar Retail 2008-11 Europe EAA European Cross Country Title Sponsor Spar Retail 2008-11 Championships Europe EAA European Athletics Title Sponsor Spar Retail 2008-10 Indoor Cup 2008/2010 Europe EAA Sponsor Epson Office Equipment Europe EAA Sponsor Seiko Time Keeping 2006-09 UK UK Athletics Primary Sponsor Norwich Union Financial Services £10m 2007-12 UK UK Athletics Sponsor Adidas Sports Equipment/Clothing UK UK Athletics Sponsor Heidsieck & Co Alcohol UK UK Athletics Sponsor Spar Retail UK UK Athletics Sponsor Scholl Medical Products 2007-09 UK UK Athletics Sponsor Vonage Telecommunications UK UK Athletics Sponsor Aqua Pura Non-Alcoholic Drinks UK UK Athletics Sponsor Hilton Hotel/Leisure UK UK Athletics Sponsor Star Trac Sports Equipment/Clothing

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Table 1.44. UK Athletics / DLV / Fidal / FFA / RFEA Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration UK UK Athletics Sponsor MBNA Financial Services UK UK Athletics Sponsor Polar Medical Products UK UK Athletics Sponsor Powerbreathe Sports Equipment/Clothing UK UK Athletics Sponsor Daktarin Pharmaceuticals Germany DLV Sponsor Reise Bank Financial Services Germany DLV Sponsor Bauhaus Retail Germany DLV Sponsor DAK Health Insurance Germany DLV Sponsor Nike Sports Equipment/Clothing Italy Fidal Sponsor Citroen Automotive Italy Fidal Sponsor Asics Sports Equipment/Clothing Italy Fidal Sponsor Kinder Food Italy Fidal Sponsor Findomestic Financial Services Italy Fidal Sponsor Mondo Sports Equipment/Clothing Italy Fidal Sponsor AAMS Independent Administration Italy Fidal Sponsor Footcare Clothing France FFA Tier One Sponsor Adidas Sports Equipment/Clothing France FFA Tier One Sponsor Caisse d‟Epargne Financial Services France FFA Sponsor Gaz de France Energy France FFA Sponsor Sport 2000 Retail France FFA Sponsor Seat Automotive France FFA Sponsor/Supplier Dima Sport Sports Equipment/Clothing France FFA Sponsor/Supplier Cliptol Sport Medical Products France FFA Sponsor/Supplier Mondo Sports Equipment/Clothing France FFA Sponsor/Supplier Luchon Non-Alcoholic Drinks Spain RFEA Primary Sponsor Reebok Sports Equipment/Clothing Spain RFEA Sponsor Mondo Sports Equipment/Clothing Spain RFEA Sponsor Ricoh Office Equipment UK London Marathon London Marathon Title Sponsor Flora Food UK London Marathon London Marathon Sponsor Adidas Sports Equipment/Clothing UK London Marathon London Marathon Sponsor Holiday Inn Hotels/Leisure

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Table 1.45. London / Berlin / Paris Marathon Sponosrs

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration UK London Marathon London Marathon Sponsor Renault Automotive UK London Marathon London Marathon Sponsor Timex Time Keeping UK London Marathon London Marathon Sponsor TNT Courier UK London Marathon London Marathon Sponsor Vittel Non-Alcoholic Drinks UK London Marathon London Marathon Sponsor Fuller, Smith & TurnerAlcohol 2007-10 UK London Marathon London Marathon Sponsor Tesco Retail Germany SCC Events Berlin Marathon Title Sponsor real,- Retail Germany SCC Events Berlin Marathon Sponsor Adidas Sports Equipment/Clothing Germany SCC Events Berlin Marathon Sponsor Smart Automotive Germany SCC Events Berlin Marathon Sponsor Ricoh Office Equipment Germany SCC Events Berlin Marathon Sponsor Berliner Pilsner Alcohol Germany SCC Events Berlin Marathon Sponsor T-Com Telecommunications Germany SCC Events Berlin Marathon Sponsor Basica Food Germany SCC Events Berlin Marathon Sponsor Coty Deutschland Fragrances Germany SCC Events Berlin Marathon Sponsor Red Bull Non-Alcoholic Drinks Germany SCC Events Berlin Marathon Sponsor Berliner Wasser Utilities Germany SCC Events Berlin Marathon Sponsor Coca-Cola Non-Alcoholic Drinks Germany SCC Events Berlin Marathon Sponsor TNT Courier France Paris Marathon Paris Marathon Tier One Sponsor 118008 Information Services France Paris Marathon Paris Marathon Tier One Sponsor Gaz de France Energy France Paris Marathon Paris Marathon Tier Two Sponsor Mairie de paris Government France Paris Marathon Paris Marathon Tier Two Sponsor Reebok Sports Equipment/Clothing France Paris Marathon Paris Marathon Tier Two Sponsor Go Sport Retail France Paris Marathon Paris Marathon Tier Two Sponsor Caisse d‟Epargne Financial Services France Paris Marathon Paris Marathon Sponsor Chiquita Food France Paris Marathon Paris Marathon Sponsor Smart Automotive France Paris Marathon Paris Marathon Sponsor Joker Non-Alcoholic Drinks France Paris Marathon Paris Marathon Sponsor Monoprix Retail France Paris Marathon Paris Marathon Sponsor RATP Transport France Paris Marathon Paris Marathon Sponsor Novartis Pharmaceuticals

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Basketball

Nearly a quarter of all deals in basketball are from the sports clothing/equipment sector, but many of these are small in terms cash value and often include a contra element. The likes of Molten, Mondo and Nike, however, still contribute a major proportion of the sport‟s sponsorship income. For specialist suppliers Molten and Mondo, this is directly aimed at increasing product sales among basketball clubs, whereas Nike is also using the sport‟s attributes to develop its brand image.

The FMCG sector is represented by soft drinks suppliers such as Gatorade, Sinalco, Voda Voda and Lete as well as food/confectionery brands Kinder, Taxofit and Central Lechera Asturiana.

Chart 1.45. European Basketball Sponsorship by Number of Deals

Number of Deals

Sports Clothing 25%

FMCG 14%

Financial Services 10%

Telecommunications 6%

Recruitment 4%

Other 42%

0% 10% 20% 30% 40% 50%

The biggest investor in terms of value is financial services with major deals including Western Union (FIBA), Alpha Bank (ULEB), Barclaycard and Helvetia Insurance (ACB and FEB respectively in Spain) and Credem (FIP in Italy).

Chart 1.46. European Basketball Sponsorship by Value of Deals

Value of Deals

Financial Services 22%

Sports Equipment/Clothing 18%

FMCG 10%

Energy 7%

Recruitment 6%

Telecommunications 5%

Other 31%

0% 5% 10% 15% 20% 25% 30% 35%

The recruitment sector‟s high showing in value of deals is the result of Adecco‟s title sponsorship of FIBA and its partnership with the FEB in Spain.

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Table 1.46. FIBA / ULEB / ACB Basketball Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Duration Europe FIBA FIBA/FIBA events Primary Sponsor Adecco Recruitment Europe FIBA FIBA/FIBA events Sponsor Bwin Gambling Europe FIBA FIBA/FIBA events Sponsor Champion Sports Equipment/Clothing Europe FIBA FIBA/FIBA events Sponsor Molten Sports Equipment/Clothing Europe FIBA FIBA/FIBA events Sponsor Mondo Sports Equipment/Clothing Europe FIBA FIBA/FIBA events Sponsor Sinalco Non-alcoholic Drinks Europe FIBA FIBA/FIBA events Sponsor Voda Voda Non-alcoholic Drinks Europe FIBA FIBA/FIBA events Sponsor Zepter Household Products Europe FIBA Eurobasket 2007 Sponsor San Miguel Alcohol Europe FIBA Eurobasket 2007 Sponsor Western Union Financial Services Europe FIBA Eurobasket 2007 Sponsor Ardo White Goods Europe ULEB Final Four 2007 Sponsor Nokia Telecommunications Europe ULEB Final Four 2007 Sponsor SportingBet Gambling 2006/07-2008/09 Europe ULEB Final Four 2007 Sponsor Nike Sports Equipment/Clothing Europe ULEB Final Four 2007 Sponsor ISF Sports Foundation Europe ULEB Final Four 2007 Sponsor Molten Sports Equipment/Clothing Europe ULEB Final Four 2007 Sponsor GNTO Tourism Europe ULEB Final Four 2007 Sponsor Express Holidays Leisure Europe ULEB Final Four 2007 Sponsor Alpha Bank Financial Services Europe ULEB Final Four 2007 Sponsor Gatorade Non-alcoholic Drinks Europe ULEB Final Four 2007 Sponsor Cosmote Telecommunications Spain ACB Sponsor Barclaycard Financial Services Spain ACB Sponsor Carrefour Retail Spain ACB Sponsor FIAT Automotive Spain ACB Sponsor San Miguel Alcohol Spain ACB Sponsor Gatorade Non-alcoholic Drinks Spain ACB Sponsor Nike Sports Equipment/Clothing Spain FEB Sponsor Helvetia Insurance Financial Services 2007-2009 Spain FEB Sponsor Carrefour Retail Spain FEB Sponsor San Miguel Alcohol Spain FEB Sponsor FIAT Automotive Spain FEB Sponsor Comunitat Valenciana Government Spain FEB Sponsor Li-Ning Sports Equipment/Clothing

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Table 1.47. FEB / HEBA / Bundesliga / FIP Basketball Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Duration Spain FEB Sponsor La Sexta Media Spain FEB Sponsor Central Lechera Asturiana Food Spain FEB Sponsor Adecco Recruitment Spain FEB Sponsor Ono Telecommunications Spain FEB Sponsor Electrolux White Goods Spain FEB Sponsor Viajes Marsans Tour Operator Spain FEB Sponsor Mondo Sports Equipment/Clothing Spain FEB Sponsor Molten Sports Equipment/Clothing Spain FEB Sponsor Kinder Food Spain FEB Sponsor INSfarma Medical Products Spain FEB Sponsor Iberia Airline Greece HEBA Primary Sponsor Molten Sports Equipment/Clothing Greece HEBA Primary Sponsor Opap Lottery Greece HEBA Sponsor Champion Sports Equipment/Clothing Greece HEBA Sponsor Galanis Media Germany Basketball Bundesliga Sponsor Premiere Media Germany Basketball Bundesliga Sponsor Molten Sports Equipment/Clothing Germany Basketball Bundesliga Sponsor Taxofit Food Germany Basketball Bundesliga Sponsor Ticket Online Ticketing Germany Basketball Bundesliga Sponsor Sportwerk Marketing Italy FIP Primary Sponsor Kinder Food Italy FIP Sponsor Champion Sports Equipment/Clothing Italy FIP Sponsor Nike Sports Equipment/Clothing Italy FIP Sponsor Adecco Recruitment Italy FIP Sponsor Cult Clothing Italy FIP Sponsor Credem Financial Services Italy FIP Sponsor Lotto Lottery Italy FIP Sponsor Molten Sports Equipment/Clothing Italy FIP Sponsor Sixtus Medical Products Italy FIP Sponsor Lete Non-alcoholic Drinks

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Cricket

In terms of sponsorship, cricket has witnessed a degree of polarisation between the national and club properties.

Big international competitions and teams have been able to secure rights fees of £4 million per year for Vodafone‟s England team sponsorship and nPower‟s test series. At county level, however, the rights fees have remained much lower and the commercial infrastructure is much less developed than that of the English governing body, the ECB.

There are some exceptions such as Yorkshire CCC, which has struck significant deals with Bradford & Bingley and Leeds Metropolitan University and Essex CCC, which has a significant naming rights deal with Ford.

On the whole, however, county cricket has suffered the problem of not attracting enough public interest in the County Championship series to justify serious investment from sponsors. A typical weekday County Championship match will draw a crowd of a few hundred at best and no television coverage. To an extent this is balanced by much greater interest in limited overs cricket, and for those counties with test match grounds, sponsors are also keen to benefit from enhanced interest when such games occur.

The polarisation of sponsorship rights fees in cricket, therefore, reflects the polarisation in interest in competitions. But even the high profile matches can see significant fluctuations in interest. England‟s Ashes test series victory over Australia in 2005 gripped the nation because of the dramatic nature of the matches and the ultimate victory over the traditional, and usually stronger, „foe‟. Since then the England team performance has been poor and with live rights accorded to BSkyB, only highlights have been available on free-to-air television. The result has been a major tail off in public interest.

The most successful response from the governing bodies has been the introduction of so-called Twenty-20 cricket in which each team bats for just 20 overs (120 deliveries). Matches last for no more than three hours, meaning that spectators can watch an entire game in an evening. This has helped to attract new fans to live cricket but much more needs to be done to maintain and develop interest in other formats.

Chart 1.47. Cricket Sponsorship by Number of Deals

Number of Deals

Financial Services 16%

Alcohol 10%

Automotive 8%

7% Sports Clothing FMCG 7%

Retail 5% Telecommunications 3%

IT 2% Energy 1%

Other 40%

0% 10% 20% 30% 40% 50%

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The biggest investor in cricket is the financial services sector. As with Rugby Union, the sport is a natural fit for the sector given the high socio-economic status of the fan base. Major sponsors include Friends Provident, NatWest and Liverpool , for international and domestic competitions. Club sponsors from the sector include Brit Insurance (Surrey), Yorkshire/Cydesdale Bank (Essex) and Northern Rock (Durham and Middlesex). Most of the counties also have a financial services partner among their secondary sponsors.

Again like Rugby Union, the second biggest sponsor in terms of deals is alcohol, although in terms of value to the sport, the sector is in fourth place. Major sponsors include Diageo (World Cup), Strongbow (Twenty-20 Cup), SA Brain (Glamorgan), Marston's (Gloucestershire) and Shepherd & Neame (Kent).

Chart 1.48. Cricket Sponsorship by Value of Deals

Value of Deals

Financial Services 31% Telecommunications 13%

Energy 12%

Alcohol 10%

Sports Clothing 6%

Automotive 5% Retail 2%

FMCG 2% IT 2%

Other 17%

0% 5% 10% 15% 20% 25% 30% 35%

The telecommunications sector features strongly in deal value mainly because of the large sponsorships with Vodafone (England team) and Cable & Wireless (World Cup) and several smaller deals with county clubs. However, many counties do not have a telecommunications partner and this is one area for potential growth.

The energy sector has grown in importance solely as a result of nPower‟s sponsorship of the test series and the Twenty-20 Cup.

The automotive sector is mainly represented by small (often contra) deals involving distributors at county level with the one notable large sponsorship being Essex‟s naming rights deal with Ford.

Unlike sports in which sports equipment/clothing deals are primarily opportunities to sell replica kit, many of cricket‟s deals are geared towards promoting equipment to amateur players. As such it contributes a healthy sum in sponsorship, but opportunities to develop merchandising could be developed further at county level to increase income from this sector.

IT and gambling, significant investors in other European sports, have very low levels of involvement in cricket at present. With the growth of internet betting, however, the gambling industry is beginning to invest in the sport with five counties now having such partners.

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Table 1.48. ICC / ECB Cricket Sponsorship

Country Rights Event Property description Sponsor Industry sector Fee PA Duration Holder International ICC Cricket World Cup Sponsor Diageo Alcohol 2007 International ICC Cricket World Cup Sponsor Visa Financial Services 2007 International ICC Cricket World Cup Sponsor Scotiabank Financial Services 2007 International ICC Cricket World Cup Sponsor Indian Oil Oil 2007 International ICC Cricket World Cup Sponsor Cable & Wireless Telecommunications 2007 UK ECB England Home Title Sponsor nPower Power Generation £4 m 2006-09 International Tests UK ECB NatWest Series, NatWest Title Sponsor NatWest Financial Services 2007 Challenge, NatWest Women‟s Series UK ECB County Championship Title Sponsor Liverpool Victoria Financial Services £300,000 2005-08 UK ECB One-day-Trophy Title Sponsor Friends Provident Financial Services £750,000 2007-10 UK ECB England Internationals England Official Team Vodafone Telecommunications £4m 2005-9 Sponosr UK ECB England Internationals England Team Kit Supplier Admiral Sports Equipment/Clothing 2006-10 UK ECB Twenty20 Cup Official Partner Admiral Sports Equipment/Clothing UK ECB Twenty20 Cup Official Partner nPower Power Generation £1 m 2006-09 UK ECB Twenty20 Cup Official Partner Clydesdale/Yorkshire Financial Services Bank UK ECB Twenty20 Cup Official Partner Strongbow Alcohol UK ECB England Cricket Team Official Partner Ask.com Internet UK ECB Official Partner The Daily Telegraph Media UK ECB Sponsor McVitie's Food UK ECB Sponsor Hugo Boss Clothing UK ECB Sponsor Dunhill Luxury Goods UK ECB Sponsor Marston's Alcohol UK ECB Sponsor Red Bull Non-Alcoholic Drinks UK ECB Sponsor Hewitt Associates Recruitment 2007

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Table 1.49. ECB Cricket Sponsorship (2)

Country Rights Event Property Sponsor Industry sector Fee PA Duration Holder description UK ECB Sponsor/Supplier Asics Sports Equipment/Clothing UK ECB Sponsor/Supplier Body Clock Healthcare Products UK ECB Sponsor/Supplier Go Goodwins Transport 2005-08 UK ECB Sponsor/Supplier Tech air Sports Equipment/Clothing UK ECB Sponsor/Supplier Sports Equipment/Clothing UK ECB Sponsor/Supplier Veuve Cliquot Alcohol UK ECB Grassroots / ASDA Retail Recreational Sponsor UK ECB Grassroots / Bartercard Financial Services Recreational Sponsor UK ECB National Club Title Sponsor Cockspur Alcohol 2005-07 Championship UK ECB Grassroots / Grand Cru Cricket Travel Recreational Sponsor UK ECB National Under 13 Club Grassroots / MCC - Spirit of Cricket Sports Management Championship Recreational Sponsor UK ECB Grassroots / NatWest Financial Services Recreational Sponsor UK ECB Grassroots / Portman Building Society Financial Services Recreational Sponsor

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Table 1.50. County Cricket Sponsorship – Surrey / Yorkshire

Country Rights Event Property Sponsor Industry sector Fee PA Duration Holder description UK Surrey Team and Oval Brit Insurance Financial Services £450,000 2006-10 naming rights UK Surrey Sponsor OCS Property Management UK SurreyCCC Sponsor Surridge Sports Equipment/Clothing UK SurreyCCC Sponsor Tote Gambling UK SurreyCCC Sponsor BBC Media UK SurreyCCC Sponsor MyOffers.co.uk Internet UK SurreyCCC Sponsor TriNorth Publishing UK SurreyCCC Sponsor Drivers Jonas Property Consulting UK SurreyCCC Sponsor Royal Sweets Food UK SurreyCCC Sponsor Bolt Allen Financial Services UK SurreyCCC Sponsor Thrifty Vehicle Rental/Leasing UK SurreyCCC Sponsor Bio Synergy Food Supplements UK SurreyCCC Sponsor Kerry London Group Financial Services UK SurreyCCC Sponsor Easter Property Management UK SurreyCCC Sponsor Bourne Financial Services UK YorkshireCCC Naming rights Leeds Metropolitan University Academia 2006-16 UK YorkshireCCC Primary Sponsor Bradford & Bingley Financial Services £1.6m 2006-08 UK YorkshireCCC Sponsor Costcutter Retail UK YorkshireCCC Sponsor Aunt Bessie's Food UK YorkshireCCC Sponsor Yorkshire Water Utility UK YorkshireCCC Sponsor Henderson Financial Services UK YorkshireCCC Sponsor Exito Sports Equipment/Clothing UK YorkshireCCC Sponsor Farnell Automotive Retail UK YorkshireCCC Sponsor ICM Computers UK YorkshireCCC Sponsor Simon Falk Opticians UK YorkshireCCC Sponsor Aagrah Restaurants UK YorkshireCCC Sponsor D Pask Retail CCC UK Yorkshire Sponsor Dent Steel Metals CCC

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Table 1.51. County Cricket Sponsorship – Essex / Sussex

Country Rights Event Property Sponsor Industry sector Fee PA Duration Holder description

UK Essex Team Sponsor Clydesdale/Yorkshire Bank Financial Services 2004-07 UK EssexCCC Naming Rights Ford Automotive 1.5m 2005-09 UK EssexCCC Sponsor Shepherd & Neame Alcohol UK EssexCCC Sponsor Anderson Group Construction UK EssexCCC Sponsor Ashwell Property Group Property UK EssexCCC Sponsor Wilkin & Sons Food UK SussexCCC Primary Sponsor RDF Group Software 2006-09 UK SussexCCC Sponsor Accelerated Mailing & Marketing UK SussexCCC Sponsor AllfieldMarketing Financial Financial Services UK SussexCCC Sponsor Apex Easy Fleet Vehicle Rental/Leasing UK SussexCCC Sponsor Baker Tilly Accountancy UK SussexCCC Sponsor Finn Crisp Food UK SussexCCC Sponsor Bupa Health Insurance UK SussexCCC Sponsor Blue Design and Marketing Marketing UK SussexCCC Sponsor Brighton Sheet Metal Metals UK SussexCCC Sponsor Davis Television Services Retail UK SussexCCC Sponsor Davies & Tate plc Windows UK SussexCCC Sponsor Golf Retail UK SussexCCC Sponsor Dragons Health Club Leisure UK SussexCCC Sponsor Edgar's Cool Water Non-Alcoholic Drinks UK SussexCCC Sponsor Emcel Filters Ltd Construction Materials UK SussexCCC Sponsor Enterprise Vehicle Rental/Leasing UK SussexCCC Sponsor Focus 4 U Ltd Telecommunications UK SussexCCC Sponsor Giles Contracts Management Shopfitting UK SussexCCC Sponsor GMAC Financial Services UK SussexCCC Sponsor Grand Cru Group Travel UK SussexCCC Sponsor IDentilam plc Software UK SussexCCC Sponsor KEW Electrical Distributors Retail UK SussexCCC Sponsor LanGuard Alarms Security CCC

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Table 1.52. County Cricket Sponsorship – Sussex / Glm’g’n / Gloucs

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description

UK Sussex CCC Sponsor Lexus Automotive UK Sussex CCC Sponsor Mercedes-Benz of Automotive UK Sussex CCC Sponsor MishonBrighton Mackay Estate Agent UK Sussex CCC Sponsor Multipower Food UK Sussex CCC Sponsor Ogilvie Fleet Fleet Management UK Sussex CCC Sponsor MGM Assurance Financial Services UK Sussex CCC Sponsor p@v i.t. services plc IT UK Sussex CCC Sponsor Rendezvous Casino Gambling UK Sussex CCC Sponsor Rivervale Cars Automotive UK Sussex CCC Sponsor Rok Property UK Sussex CCC Sponsor Setyres Car Repairs UK Sussex CCC Sponsor Sidlow Car Repairs UK Sussex CCC Sponsor vokins@home Retail UK Sussex CCC Sponsor Wyndeham Press Group Printing UK Sussex CCC Sponsor Wynne Baxter Legal UK Glamorgan CCC Primary Sponsor SA Brain Alcohol UK Glamorgan CCC Sponsor Paramount Office Interiors UK Glamorgan CCC Sponsor/Supplier AllPrint Printing UK Glamorgan CCC Sponsor/Supplier First Plus Financial Services UK Glamorgan CCC Sponsor/Supplier Pro-Copy Photocopying UK Glamorgan CCC Sponsor/Supplier David Lloyd Leisure UK Glamorgan CCC Sponsor/Supplier MRS Wireless Communications UK Glamorgan CCC Sponsor/Supplier Hypark Leasing Vehicle Rental/Leasing UK Glamorgan CCC Sponsor/Supplier Lexus Automotive UK Glamorgan CCC Sponsor/Supplier Real Radio Media UK Glamorgan CCC Sponsor/Supplier Solid Designs Internet UK Gloucestershire Primary Sponsor Marston's Alcohol UK GloucestershireCCC Cheltenham Festival Primary Sponsor C&G Financial Services UK GloucestershireCCC Sponsor The Mall Galleries Retail CCC UK Gloucestershire Sponsor Messier-Dowty Ltd Aerospace CCC 109

Table 1.53. County Cricket Sponsorship – Gloucs / Durham / Lancs / Kent

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description UK Gloucestershire Sponsor Thule Automotive Products UK GloucestershireCCC Sponsor Mitsubishi Motors Automotive UK GloucestershireCCC Sponsor/Supplier Publicity Matters Marketing UK GloucestershireCCC Sponsor/Supplier Western Daily Press Media UK GloucestershireCCC Sponsor/Supplier Surridge Sports Equipment/Clothing UK GloucestershireCCC Sponsor/Supplier Morely Fund Management Financial Services UK GloucestershireCCC Sponsor/Supplier ITQ Printers/Copiers UK DurhamCCC CCC Official Team Northern Rock Financial Services UK Durham CCC Sponsor/SupplierSponosr Ladbrokes Gambling UK Durham CCC Sponsor/Supplier Carlsberg Alcohol UK Durham CCC Sponsor/Supplier SG Petch Automotive UK Durham CCC Sponsor/Supplier Teeside Audi Automotive UK CCC Primary Sponsor LBM Marketing UK Lancashire CCC Primary Sponsor Thwaites Alcohol UK Lancashire CCC Sponsor/Supplier Exito Sports Equipment/Clothing UK Lancashire CCC Sponsor/Supplier Cockspur Alcohol UK Lancashire CCC Partner National Blood Service Charity UK Lancashire CCC Sponsor Royal Overseas Group Property UK Lancashire CCC Partner Scope Charity UK Lancashire CCC Partner Prime Time Recruitment UK Lancashire CCC Partner Ioma Clothing UK Lancashire CCC Partner Fraser Eagle Transport UK Lancashire CCC Partner TNT Logistics UK Lancashire CCC Partner Williams BMW Automotive Retail UK Lancashire CCC Partner MSC Cruises Leisure UK Kent CCC Primary Sponsor Shepherd & Neame Alcohol UK Kent CCC Sponsor Lexus Automotive UK Kent CCC Sponsor Holsten Alcohol UK Kent CCC Sponsor Barretts Retail

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Table 1.54. County Cricket Sponsorship – / Worcs / Hants / Northants / Derbyshire

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description UK Kent CCC Sponsor Kent Police Government UK Kent CCC Sponsor Stiles & Bates Timber UK Kent CCC Sponsor North Gear Sports Equipment/Clothing UK Kent CCC Sponsor Rogue Interactive Digital Media UK Worcestershire CCC Sponsor Apollo Retail UK Worcestershire CCC Sponsor Banks's Alcohol UK Worcestershire CCC Sponsor English Mutual Financial Services UK Worcestershire CCC Sponsor Clydesdale Financial Services UK Hampshire CCC Primary Sponsor Powell's Group Interior Design/Shopfitting £150,000 2006-07 UK Hampshire CCC Sponsor Hendy Group Automotive UK Hampshire CCC Sponsor TW Clerk Interior Design/Shopfitting UK Hampshire CCC Sponsor Taylor Made Computers UK Hampshire CCC Sponsor Coca-Cola Non-Alcoholic Drinks UK Hampshire CCC Sponsor Powerade Non-Alcoholic Drinks UK Hampshire CCC Sponsor Courage Alcohol UK Hampshire CCC Sponsor A&A Business Supplies Stationary UK Hampshire CCC Sponsor Cricket Telecom Telecommunications UK Hampshire CCC Sponsor Paris, Smith & Randall Legal UK Hampshire CCC Sponsor Excelsior Transport UK Northamptonshire Primary Sponsor Office Depot Stationary UK NorthamptonshireCCC Primary Sponsor Briggs & Forrester Property Management UK NorthamptonshireCCC Sponsor Carlsberg Alcohol UK NorthamptonshireCCC Sponsor Weetabix Food UK NorthamptonshireCCC Sponsor Stanair Construction Materials UK DerbyshireCCC CCC Primary Sponsor Don Amott Caravans UK Derbyshire CCC Sponsor Marston's Alcohol UK Derbyshire CCC Sponsor Print Ability Printing UK Derbyshire CCC Sponsor Walbrook Group Property Management

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Table 1.55. County Cricket Sponsorship – Somerset / Middx / Notts / Warcs / Leics

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description UK Somerset CCC Primary Sponsor Sitec Aerospace UK Somerset CCC Sponsor Blackacre Farm Eggs Food UK Somerset CCC Sponsor North Gear Sports Equipment/Clothing UK Middlesex CCC Primary Sponsor Northern Rock Financial Services UK Middlesex CCC Sponsor Vauxhall Automotive UK Middlesex CCC Sponsor Clydesdale Bank Financial Services UK Middlesex CCC Sponsor Crusader Sport Sports Equipment/Clothing UK Middlesex CCC Sponsor Fitzgerald and Law (F&L) Accountancy UK Middlesex CCC Sponsor Ladbrokes Gambling UK Middlesex CCC Sponsor Singapore Airlines Airline UK Middlesex CCC Sponsor Sandown Park Leisure UK Middlesex CCC Sponsor Lucozade Non-Alcoholic Drinks UK Middlesex CCC Sponsor Catlin Financial Services UK Nottinghamshire Co Sponsor PKS Accountancy UK NottinghamshireCCC Co Sponsor Yorkshire Bank Financial Services £80,000 UK NottinghamshireCCC Supplier Exito Sports Equipment/Clothing UK NottinghamshireCCC Supplier Coors Alcohol UK NottinghamshireCCC Supplier Coca-Cola Non-Alcoholic Drinks UK WarwickshireCCC CCC Sponsor Marston's Alcohol UK Warwickshire CCC Sponsor Redrow Construction UK Warwickshire CCC Sponsor West Bromwich Building Financial Services UK Leicestershire CCC Sponsor BetSociety Rescue Gambling 2007 UK Leicestershire CCC Sponsor Alliance & Leicester Financial Services 2007 UK Leicestershire CCC Sponsor Boundary Sports Sports Equipment/Clothing 2007 UK Leicestershire CCC Sponsor Yorkshire Bank Financial Services 2007 UK Leicestershire CCC Sponsor Admiral Cleaning Cleaning 2007 UK Leicestershire CCC Sponsor EverardsServices Alcohol 2007 UK Various Test Sponsor Brit Insurance Financial Services 2006-10 UK Various TestGround Sponsor Qatar Airways Airline UK Various TestGround Sponsor Toyota Automotive 2007 Ground

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Cycling

Europe is home to the World‟s major cycling events, teams and is the region with the strongest interest in the sport. However cycle racing is now at its lowest ebb since the late 1990s following another bout of drug scandals in 2007 which cast a shadow over the Tour de France.

The issue of how to counter doping is yet to be resolved and as such there are major concerns among many sponsors about continuing to back the sport. German truck manufacturer Man has backed out as a sponsor and Audi and Adidas are thought to be considering their involvement. Indeed most of the commercial pressure seems to be coming from Germany where two television channels dropped their coverage of the Tour during .

Such action from sponsors and broadcasters, however, could be the catalyst the sport needs to resolve the problem. If sponsors and the media start to withdraw then teams, and ultimately riders, will be affected financially and this could provide the incentive to address the drugs problem fully.

Obviously a key concern is that policing of performance enhancing drugs is becoming increasingly difficult because of the sophisticated techniques used to mask illegal substances. It is not, of course, within the remit of a report on sponsorship to dictate a course of action for a governing body to address such an issue. What is clear from the sponsorship industry‟s perspective, however, is that sponsors align themselves with sport primarily to gain from the attributes that sport offers.

The likes of Adidas and Audi do not need to generate brand awareness, they, along with many other sponsors of cycling, are seeking a positive promotional platform to develop their brands. If cycling cannot provide such a platform, there are many other sports seeking sponsorship investment that can.

Charts 1.49 and 1.50 analyse sponsorship of European cycling events and teams from the start of the 2007 race calendar and do not reflect the fallout from the doping scandals. This is partly because, at the time of going to press, most major sponsors had not yet made decisions on whether to continue with the sport, and also to reflect the background appeal of cycling to industry in Europe.

Chart 1.49. European Cycling Sponsorship by Number of Deals

Number of Deals

FMCG 17%

Financial Services 15%

Telecommunications 9%

Gambling 7%

Automotive Retail 6%

Retail 4%

Other 43%

0% 10% 20% 30% 40% 50%

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In terms of the number of deals, the largest contributor is the FMCG sector and this reflects the dominance of France, Italy and Spain in the sport. In such countries, FMCG brands use sponsorship as a marketing tool much more heavily than in northern Europe.

Major sponsors from the sector include Aquarel, Grand Mere, Cochonou, Gervais Extrème, Dr. Oetker and Nesquick (Tour de France partners) and team title sponsors Gerolsteiner and Milram.

Financial services is a major backer in terms of number of deals and is also the highest value investor. Major sponsors include Crédit Lyonnais a top tier sponsor of the Tour de France and Tour partner Ag2r. Title sponsors among the major teams are Ag2r, Credit Agricole, Cofidis, Rabobank, Liberty Seguros and Caisse d'Epargne.

Telecommunications is also a significant backer of cycling with Orange being an official partner of the Tour de France and title sponsors of teams also well represented by the sector with T Mobile, Bouyges and Euskatel.

Chart 1.50. European Cycling Sponsorship by Value of Deals

Value of Deals

Financial Services 21%

Telecommunications 18%

Gambling 11% FMCG 8%

Retail 2%

Automotive Retail 2%

Other 39%

0% 10% 20% 30% 40% 50%

The gambling industry plays a surprisingly large role in cycling with PMU being an official Tour de France partner and team title sponsorships from FDJeux, Lotto and .com.

The automotive sector is relatively under-represented in the major sponsorship deals with Skoda and Kawasaki being sponsor/suppliers of the Tour de France but no other high profile deals. Most of the major teams, however, have deals with car manufacturers to supply support vehicles.

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Table 1.56. Cycling Sponsorship - Tour de France

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration France ASO Tour de France Primary Sponsor Supermarket Champion Retail France ASO Tour de France Primary Sponsor Crédit Lyonnais Financial Services France ASO Tour de France Primary Sponsor Aquarel Non-alcoholic Drinks France ASO Tour de France Primary Sponsor Skoda Automotive France ASO Tour de France Official Partner Ag2r Financial Services France ASO Tour de France Official Partner Brandt White Goods France ASO Tour de France Official Partner CSC IT France ASO Tour de France Official Partner Time Keeping France ASO Tour de France Official Partner Orange Telecommunications France ASO Tour de France Official Partner Nike Sports Equipment/Clothing France ASO Tour de France Official Partner Sagem Consumer Electronics France ASO Tour de France Official Partner PMU Gambling France ASO Tour de France Official Partner Antargaz Gas France ASO Tour de France Official Partner Intersport Retail France ASO Tour de France Official Supplier Sodexho Catering France ASO Tour de France Official Supplier Eurotyre Automotive Retail France ASO Tour de France Official Supplier Grand Mere Non-alcoholic Drinks France ASO Tour de France Official Supplier Cochonou Food France ASO Tour de France Official Supplier Doublet Outdoor Furniture France ASO Tour de France Official Supplier Haribo Toys France ASO Tour de France Official Supplier Kawasaki Automotive France ASO Tour de France Official Supplier Mavic Bicycle Parts France ASO Tour de France Official Supplier Gervais Extrème Food France ASO Tour de France Official Supplier Norbert Dentressangle Logistics France ASO Tour de France Official Supplier Phonak Hearing Aids France ASO Tour de France Official Supplier Powerbar Food France ASO Tour de France Official Supplier Dr. Oetker Food France ASO Tour de France Official Supplier Nesquick Non-alcoholic Drinks France ASO Tour de France Official Supplier Vision Plus Eyeware

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Table 1.57. Cycling Sponsorship – UCI Teams

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration 2007 description Team Budget France Ag2r Team Sponsor Ag2r Financial Services €7.3m France FDJeux Team Sponsor FDJeux Lottery €6m France Bouyges Team Sponsor Bouyges Telecommunications €7m France Credit Agricole Team Sponsor Credit Agricole Financial Services €6m France Cofidis Team Sponsor Cofidis Financial Services €8m Denmark CSC Team Sponsor CSC Internet €8m €13.4 Germany T Mobile Team Sponsor T Mobile Telecommunications €12m €15m Spain Saunier Duval/Prodir Team Sponsor Saunier Duval Heating Systems €4.5m Spain Saunier Duval/Prodir Team Sponsor Prodir Promotional Pens Netherlands Rabobank Team Sponsor Rabobank Financial Services € 12m Switzerland Phonak Team Sponsor Phonak Hearing Aids Italy Liquigas Bianchi Team Sponsor Liquigas Bianchi Gas €5m Spain Liberty Seguros Team Sponsor Liberty Seguros Financial Services $6m Italy Lampre Team Sponsor Lampre Steel €6m Spain Team Sponsor Balearic Islands Tourism €7m Germany Gerolsteiner Team Sponsor Gerolsteiner Non-alcoholic Drinks Spain Euskatel Team Sponsor Euskatel Telecommunications $7.8m USA Discovery Channel Team Sponsor Discovery Channel Media -2007 €8.4m Belgium Davitamon Lotto Team Sponsor Predictor Medical Products €6m Belgium Davitamon Lotto Team Sponsor Lotto Gambling Spain Caisse d'Epargne Team Sponsor Caisse d'Epargne Financial Services €6.5m Belgium Quick Step Team Sponsor Quick Step Flooring €9.3m Italy Milram Team Sponsor Milram Non-alcoholic Drinks €6m France Agritubel Team Sponsor Agritubel Agricultural Equipment Spain Astana Team Sponsor Astana Government €12m Belgium Unibet.com Team Sponsor Unibet.com Gambling €10m

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Golf

Analysis of sponsorship of golf in Europe in Charts 1.51 and 1.52 excludes personal endorsements from sports equipment manufacturers among players although many such deals are listed in the tables that follow.

This is because of the large number of players who have such personal endorsements, often with high fees, which would distort the more general picture of which industry categories are associated with the sport. The Charts also include events on the European tour that are not actually based in Europe because they feature European competitors and create interest on the continent. The majority of the large deals, however, are for the big European events and consequently reflect sponsorship in Europe.

Chart 1.51. European Golf Sponsorship by Number of Deals

Number of Deals

Financial Services 30%

Automotive 15%

Time Keeping 7%

Tourism 6%

IT 4%

Sports Clothing 4%

Other 34%

0% 5% 10% 15% 20% 25% 30% 35% 40%

The charts show that the financial services and automotive sectors are dominant in golf in terms of both the number and value of deals. The reason for the high level of investment from the financial services sector, as with its sponsorship of Rugby Union and cricket, is a result of the high socio-demographic profile of those interested in the sport.

Major financial services companies include MasterCard (PGA European Tour) and tournament title sponsorships such as the HSBC (World Match Play Championship), Barclays (), Royal Bank of Scotland (Lombard Trophy and partner of the British Open) and Quinn Direct (British Masters) in the UK.

Continental European title sponsorships include Deutsche Bank (Players' Championship of Europe), Reale Seguros (Spanish Open) and Bank Austria Creditanstalt AG (BA-CA Golf Open, Austria).

The motor industry is represented mainly by luxury brands BMW and Lexus. BMW is a top tier sponsor of the PGA European Tour and title sponsor of the PGA Championship at Wentworth, the International Open in Germany and the Asian Open in China. Lexus is a partner of the British Open and has a personal endorsement deal with . The company is also a principle partner of the Golf Channel and has numerous smaller sponsorship deals in European golf.

Another significant car manufacturer, however, is Volvo, which has reduced its investment in the sport in recent years but retains the title rights to the Masters Tournament in Spain.

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The time keeping sector is also a major sponsor of both events and players because of the strong fit between the sports fan base and its target market. In this industry category, Rolex is a partner of the British Open and title sponsor of the Celtic Manor Wales Open, whereas Omega has title rights to the European Masters. Among individual endorsements, TAG Heuer has deals with Tiger Woods and Ian Poulter.

Golf equipment manufacturers also invest heavily to promote their brands through tournament sponsorship, although, as discussed earlier, their primary investment is in players. is a partner of the PGA European Tour and many events have secondary deals with the sector.

Chart 1.52. European Golf Sponsorship by Value of Deals

Value of Deals

Financial Services 29%

Automotive 23%

Sports Clothing 8% Time Keeping 6%

IT 4%

Tourism 3%

Other 27%

0% 5% 10% 15% 20% 25% 30%

The representation of the IT sector is mainly down to the significant investment from Unysis, which is a major partner in both the European PGA Tour and the British Open. Computer Associates is also a title sponsor, albeit in the US-based WGC - CA Championship.

The attraction for the IT sector goes beyond basic brand development. With golf events requiring complex logistical and scoring systems, the sector is well-placed to use the opportunity to showcase its technology. This is mainly exploited through the highly prized exclusive hospitality facilities now present at major events, where IT companies can demonstrate systems performance to selected guests.

The high showing for tourism in the value of deals is mainly the result of events taking place in Portugal and Ireland where golfing holidays are promoted through the sponsorships.

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Table 1.58. Golf Sponsorship - Events

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration Sponsor Course 2007 Prize description since Fund Europe European Tour Sponsor BMW Automotive Europe European Tour Sponsor/Supplier Unysis IT Europe European Tour Sponsor MasterCard Financial Services Europe European Tour Sponsor Titleist Sports Equipment/Clothing France French Golf Sponsor Société Générale Financial Services 2005-08 2001 Federation UK European Tour Scottish Open Title Sponsor Barclays Financial Services £2m 2007-13 2002 Loch Lomond £3m Germany BMW International Title Sponsor BMW Automotive Golfclub München- Open Nord Eichenried Switzerland European Tour European Masters - Title Sponsor Omega Time keeping Crans-sur-Sierre Switzerland UK Royal and British Open Sponsor Lexus Automotive 2006-08 Carnoustie Ancient UK Royal and British Open Sponsor Rolex Time Keeping Carnoustie Ancient UK Royal and British Open Sponsor Marsh & McLennan Financial Services Carnoustie Ancient Companies UK Royal and British Open Sponsor Nikon Photographic Carnoustie Ancient UK Royal and British Open Sponsor Unysis IT Carnoustie Ancient UK Royal and British Open Sponsor RBS Financial Services Carnoustie Ancient UK PGA Lombard Trophy Title Sponsor Royal Bank of Financial Services £750,000 2005-06 Pro-Am Tournament Scotland France European Tour French Open Title Sponsor Alstom Engineering Le Golf National €4m France European Tour French Open Sponsor Novotel Hotel/Leisue France European Tour French Open Sponsor Perrier Non-Alcoholic Drink

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Table 1.59. Golf Sponsorship – Events 2

Country Rights Event Property Sponsor Industry Fee PA Duration Course 2007 Prize Fund Holder description sector China HSBC Champions Title Sponsor HSBC Financial 2006 Sheshan €3,935,458 Services International GC China UBS Hong Kong Title Sponsor UBS Financial 2006 Hong Kong GC, €1,549,291 Open Services Fanling Australia MasterCard Masters Title Sponsor MasterCard Financial 2006 Huntingdale GC €892,396 Services New Zealand Blue Chip New Title Sponsor Blue Chip Financial 2006 Gulf Harbour CC €766,302 Zealand Open Services Alfred Dunhill Title Sponsor Alfred Dunhill Luxury goods 2006 Leopard Creek GC €995,000 Championship South Africa South African Title Sponsor South African Airlines 2006 Humewood GC €1,016,066 Airways Open Airways South Africa Title Sponsor Joburg Governmet 2007 Royal €1,010,592 Johannesburg and Kensington Golf Club Abu Dhabi Abu Dhabi Golf Primary Sponsor Aldar Property 2007 Abu Dhabi Golf €1,556,541 Championship Club Abu Dhabi Abu Dhabi Golf Primary Sponsor Etihad Airlines 2007 Abu Dhabi Golf €1,556,541 Championship Club Qatar The Title Sponsor Commercial Bank Financial 2007 Doha GC €1,706,653 Commercialbank of Qatar Services Qatar Masters Dubai Dubai Desert Primary Sponsor Dubal Metals 2007 Emirates GC €1,840,535 Classic Malaysia Maybank Malaysian Title Sponsor Maybank Financial 2007 Saujana G & CC €991,663 Open Services

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Table 1.60. Golf Sponsorship – Events 3

Country Rights Event Property Sponsor Industry Fee PA Duration Course 2007 Prize Fund Holder description sector Indonesia Enjoy Jakarta Astro Title Sponsor Enjoy Jakarta Tourism 2007 Damai Indah €804,374 G&CC

Indonesia Enjoy Jakarta Astro Title Sponsor Astro Media 2007 Damai Indah €804,374 Indonesia Open G&CC

USA WGC - Accenture Title Sponsor Accenture Management 2007 Gallery GC, €6,089,666 Match Play Consulting Tucson, Arizona Thailand Johnnie Walker Title Sponsor Johnnie Walker Alcohol 2007 Blue Canyon C.C, €1,887,130 Classic Phuket, Thailand Singapore Clariden Leu Title Sponsor Clariden Leu Financial 2007 Laguna National $1,100,000 Services G&CC China TCL Classic Title Sponsor TCL Consumer 2007 Yalong Bay Golf $1,000,000 Electronics Club, Sanya, Hainan Island USA WGC - CA Title Sponsor Computer IT 2007 Doral Golf Resort & $8,000,000 CHAMPIONSHIP Associates Spa, Doral, Florida

Portugal Madeira Island Title Sponsor BPI Financial 2007 Santo da Serra, €700,000 Open BPI Services Madeira Portugal de Title Sponsor Estoril Tourism 2007 Oitavos Golfe, €1,250,000 Portugal Quinta da Marinha USA MASTERS Title Sponsor 2007 Augusta National TOURNAMENT China Title Sponsor Volvo Automotive 2007 Silport $2,000,000 GC China BMW Asian Open Title Sponsor BMW Automotive 2007 Tomson Shanghai $2,300,000 Pudong GC

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Table 1.61. Golf Sponsorship – Events 4

Country Rights Event Property Sponsor Industry Fee PA Duration Course 2007 Prize Fund Holder description sector Spain Open de España Primary Sponsor Reale Seguros Financial 2007 Centro National de €2,000,000 Services Golf Italy Telecom Italia Open Title Sponsor Telecom Italia Telecommunic 2007 Castello di €1,600,000 ations Tolcinasco G & CC

Spain Valle Romano Open Primary Sponsor Junta de Governmet 2007 Aloha GC €1,000,000 de Andalucia Andalucia Ireland Irish Open Primary Sponsor Failte Ireland Tourism 2007 Adare Manor Hotel & Golf Resort UK BMW PGA Title Sponsor BMW Automotive £2.5m 2006-10 Wentworth Club, €4,350,000 Championship Surrey UK The Celtic Manor Primary Sponsor Rolex Time Keeping 2007 The Celtic Manor £1,500,000 Wales Open Resort UK The Celtic Manor Primary Sponsor Paco Rabanne Clothing 2007 The Celtic Manor £1,500,000 Wales Open Resort Austria BA-CA Golf Open Primary Sponsor Bank Austria Financial 2007 Fontana GC Creditanstalt AG Services Austria BA-CA Golf Open Presenting Telekom Austria Telecommunic 2007 Fontana GC Sponsor ations France Open de Saint- TBA TBA 2007 Aa Saint Omer GC €500,000 Omer Ireland Smurfit Kappa Title Sponsor Smurfit Kappa Packaging 2007 The K Club European Open Germany The Deutsche Bank Title Sponsor Deutsche Bank Financial 2007 Gut Kaden €3,900,000 Players' Services Championship of Europe

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Table 1.62. Golf Sponsorship – Events 5

Country Rights Event Property Sponsor Industry Fee PA Duration Course 2007 Prize Fund Holder description sector USA WGC - Bridgestone Title Sponsor Bridgestone Automotive 2007 Firestone CC $8,000,000 Invitational Products Russia Primary Sponsor Imperial Luxury goods 2007 Le Meridien Collection Moscow CC Sweden Scandinavian Masters Primary Sponsor Samsung Consumer 2007 Arlandastad Golf Electronics Netherlands The KLM Open Title Sponsor KLM Airlines 2007 Kennemer Golf and Country Club UK Johnnie Walker Title Sponsor Johnnie Walker Alcohol 2007 The Gleneagles Championship Hotel Germany Mercedes-Benz Title Sponsor Mercedes-Benz Automotive 2007 Gut Lärchenhof €2,000,000 Championship UK The Quinn Direct Title Sponsor Quinn Direct Financial 2007 The De Vere Belfry British Masters Services Ireland Seve Trophy TBA TBA 2007 The Heritage €2,000,000 G&CC, Killenard UK Alfred Dunhill Links Title Sponsor Alfred Dunhill Luxury goods 2007 St Andrews, $5,000,000 Championship Carnoustie & Kingsbarns UK HSBC World Match Title Sponsor HSBC Financial 2007 Wentworth Club £2,440,000 Play Championship Services

Spain Open de Madrid Title Sponsor Banco Madrid Financial 2007 TBC Services

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Table 1.63. Golf Sponsorship – Events 6 Country Event Property description Sponsor Industry sector Duration Course 2007 Prize Fund Portugal Portugal Masters Primary Sponsor ITP Tourism 2007 Victoria Clube €3,000,000 Spain TBA TBA 2007 Pula GC €2,000,000 Spain Title Sponsor Volvo Automotive 2007 Valderrama USA Mission Hills World Cup Title Sponsor Omega Time Keeping 2007 Mission Hills $5,000,000

Table 1.64. Golf Sponsorship – Individual Endorsements

Country Rights Holder Property description Sponsor Industry sector Fee PA Duration USA Tiger Woods Endorsement Nike Sports Equipment/Clothing £10 1996- USA Tiger Woods Endorsement Buick Automotive USA Tiger Woods Endorsement Tag Heuer Time Keeping USA Tiger Woods Endorsement Accenture Management Consulting UK Colin Montgomerie Endorsement Aberdeen Asset Management Financial Services £5m UK Colin Montgomerie Endorsement Sports Equipment/Clothing UK Colin Montgomerie Endorsement Starwood Hotels Hotel/Leisure UK Colin Montgomerie Endorsement Lexus Automotive UK Colin Montgomerie Endorsement Lacoste Clothing UK Colin Montgomerie Endorsement Ecco Sports Equipment/Clothing Spain Sergio Garcia Endorsement TaylorMade-adidas Sports Equipment/Clothing $7m Spain Jose Maria Olazabal Endorsement MacGregor Sports Equipment/Clothing UK Ian Poulter Endorsement Cobra Sports Equipment/Clothing UK Ian Poulter Endorsement TAG Heuer Time Keeping UK Ian Poulter Endorsement Titleist Sports Equipment/Clothing UK Ian Poulter Endorsement Footjoy Sports Equipment/Clothing UK Ian Poulter Endorsement Woburn Golf Club Leisure UK Ian Poulter Endorsement EA Sports Video Gaming UK Ian Poulter Endorsement Technogym Leisure Ireland Padraig Harrington Endorsement Wilson Sports Equipment/Clothing Ireland Padraig Harrington Endorsement Irish Tourist Board Tourism Ireland Padraig Harrington Endorsement O2 Telecommunications Ireland Padraig Harrington Endorsement Titleist Sports Equipment/Clothing Ireland Padraig Harrington Endorsement Kartel Clothing Ireland Padraig Harrington Endorsement Hi-Tec Sports Equipment/Clothing UK Paul Casey Endorsement Nike Sports Equipment/Clothing UK Paul Casey Endorsement Aldar Property UK Paul Casey Endorsement Getty Images Media 124

Olympic Games

Table 1.65. Olympic Games Sponsors

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration Sponsor description since International IOC Olympic Games Top Partner Atos Origin IT Nil - Contra 2001 International IOC Olympic Games Top Partner Coca-Cola Non-alcoholic Drinks £10 m 1928 International IOC Olympic Games Top Partner GE Industrial Engineering £10 m 2005 International IOC Olympic Games Top Partner Kodak Digital Imaging £10 m 1986 International IOC Olympic Games Top Partner Lenovo Computers £10 m 2005 International IOC Olympic Games Top Partner Manulife Financial Services £10 m 1994 International IOC Olympic Games Top Partner McDonald's Food £10 m 1997 International IOC Olympic Games Top Partner Omega Time keeping £10 m 1932 International IOC Olympic Games Top Partner Panasonic Consumer Electronics £10 m 1987 International IOC Olympic Games Top Partner Samsung Telecommunications £10 m 2007-16 1997 International IOC Olympic Games Top Partner Visa Financial Services £10 m 1986 International IOC Olympic Games Supplier DaimlerChrysler Automotive Contra 1991 International IOC Olympic Games Supplier Mizuno Clothing Contra International IOC Olympic Games Supplier Schenker Courier Contra UK LOCOG Olympic Games Tier One Partner Lloyds TSB Financial Services £13.3m 2007-2012 2007 UK LOCOG Olympic Games Tier One Partner EDF Energy £10m 2007-2012 2007

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Table 1.66. Rugby League Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration International RLIF Tri-Nations Sponsor Gillette Toiletries UK RFL Super League Title Sponsor Engage Mutual Assurance Financial Services £800,000 2006/08 UK RFL Super League Soft Drink Supplier Barr Soft Drinks Non-Alcoholic Drinks £250,000 2006/08 UK RFL Super League Drink Sponsor Lamb‟s Navy Rum Alcohol £420,000 2007/08 UK RFL Title Sponsor Leeds Metropolitan University Academia £1m 2007-12 UK RFL National Leagues Title Sponsor United Co-operatives Retail 2007-09 UK RFL Northern Rail Cup Title Sponsor Northern Rail Transport UK RFL Sponsor Gambling UK RFL Sponsor Puma Sports Equipment/Clothing UK RFL Sponsor Sports Equipment/Clothing UK Bradford Kit Supplier KooGa Sports Equipment/Clothing 2006-10 UK Team Sponsor JCT 600 Automotive Retail France Team Sponsor GA Piscines Swimming Pools UK Giants Team Sponsor University Of Huddersfield Academia UK Harlequins Team Sponsor The Sports Café Restaurant/Bar UK Harlequins Kit Supplier KooGa Sports Equipment/Clothing UK Hull F.C Team Sponsor P&O Ferries Transport UK Team Sponsor Lloyds TSB Financial Services UK Team Sponsor Leeds Building Society Financial Services UK Salford City Reds Team Sponsor Trafford Centre Retail UK St Helens Team Sponsor Earth Financial Services £600,000 2006-09 UK Wildcats Team Sponsor Eric France & Son Scrap Metal UK Wolves Team Sponsor Lloyds TSB Financial Services UK Team Sponsor JJB Retail France FFR Sponsor Canterbury Sports Equipment/Clothing France FFR Sponsor IFB Créateur de patrimoine Financial Services France FFR Sponsor Lingari Sport Leisure France FFR Sponsor Mutuelle du Rempart Health Insurance France FFR Sponsor Oréalys Web Development France FFR Sponsor Sport + Media France FFR Sponsor Steeden Sports Equipment/Clothing France FFR Sponsor Tignes Tourism

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Rugby Union

The value of deals in Rugby Union has grown steadily since the sport became fully professional in the mid 1990s. This has coincided with Rugby Union packaging its overall offering in a more professional manner by developing stronger branding for the major competitions.

There is still some way to go in this respect and most notably in the major European competitions, which haven‟t yet done for Rugby Union what the Champions League has done for football. Despite this attendance figures for the European leagues have been growing consistently and the sport has developed significantly in Italy in recent years.

The biggest investor in Rugby Union terms of both the number of deals and value, is financial services. The sector is a natural fit for the sport, which enjoys support from the higher socio- economic groups in Europe and in the UK in particular.

Chart 1.53. European Rugby Union Sponsorship by Number of Deals

Number of Deals

Financial Services 15% Alcohol 10% FMCG 10% Sports Clothing 8% Automotive 5% Airline 5% Energy 5% Telecommunications 4% Retail 4% Fashion 4% Other 30%

0% 5% 10% 15% 20% 25% 30% 35%

Major sponsors include Société Générale and GMF in French rugby and the Rugby World Cup (RWC), Royal Bank of Scotland in the Six Nations, Investec for the Autumn International series, Allied Irish Bank in Irish Rugby and Groupama in Italian rugby. Northern Rock, Man Group, Matmut and Bank of Ireland are also primary club sponsors in Europe.

Aside from the big title and primary sponsorships, most federations and clubs in Europe without a primary financial services backer, now have secondary deals with representatives of the sector.

The second largest investor in Rugby Union is the alcohol sector. Major deals include Guinness (English Premier Rugby and Irish RFU), Heineken (European Cup/RWC), Magners (Celtic League and London Wasps), Greene King ( Union), The Famous Grouse (Scotland national team) and Bass Ale (Bristol).

The dependence on the sector will be of concern to the sport given the increasing pressure on alcohol promotion in Europe. Alcohol sponsorship is banned in France and there is growing concern in the UK about the rising levels of binge drinking and alcoholism. Prominent politicians and lobby groups have already begun to talk about a ban on alcohol promotion following legislation outlawing tobacco marketing.

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Apart from the threat to Rugby Union‟s income, a reduction in the dependence on alcohol sponsorship would have the benefit of introducing sponsors who can aid communication with younger generations to promote the sport.

Chart 1.54. European Rugby Union Sponsorship by Value of Deals

Value of Deals

Financial Services 22%

Alcohol 14% Telecommunications 8%

FMCG 7% Energy 7%

Airline 4% Sports Clothing 4%

Automotive 3% Retail 3%

Fashion 2%

Other 26%

0% 5% 10% 15% 20% 25% 30%

To an extent this has been developed with a high level of investment from the telecommunications sector. Orange in France sponsors the national league, Perpignan and the 2007 WRC and O2 is primary sponsor of the England and Irish national teams and Alice is a sponsor of the European Cup and Challenge Cup.

Rugby Union has, however, failed to generate significant income from the IT and automotive sectors. Arguably the IT industry is not a natural fit in terms of brand attributes, but the high level of interest in the sport among key decision makers should make it more attractive to the two industry sectors.

The biggest area of sponsorship growth in Rugby Union is from the energy sector where EDF is a WRC and European Cup partner as well as title sponsor of the Anglo-Welsh knockout cup and an RFU and Top 14 partner. Scottish Hydro Electric is title sponsor of the national leagues and cup and nPower sponsors Worcester and Osprey.

The FMCG sector is represented mainly in France and Italy where Coca-Cola (WRC 2007), Orangina (FFR), Agnello Gallese and Enervit (FIR), Pierre Martinet (Bourgoin), Bigard (Agen) are all sponsors.

One notable absentee from the charts is gambling with only Coral‟s secondary deal with English premier Rugby and the Middlesex Sevens being of note in England. In France FD Jeux (FFR), and PMU (Top 14) have secondary deals as does Paddy Power (Irish RFU) in Ireland.

Sports clothing‟s relatively low showing is a result of only the branding element of sponsorships being considered. Kit supplier deals based on relica shirt sales are excluded as they are not pure sponsorship arrangements.

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Table 1.67. Rugby Union – IRB Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration International IRB The Rugby World Cup 2007 Official Sponsor Orange Telecommunications 2007 International IRB The Rugby World Cup 2007 Official Beer Supplier/Sponsor Heineken Alcohol 2007 International IRB The Rugby World Cup 2007 Official Sponsor Toshiba Electronics 2007 International IRB The Rugby World Cup 2007 Official Sponsor Vediorbis Recruitment 2007 International IRB The Rugby World Cup 2007 Official Sponsor Coca-Cola Non-Alcoholic Drinks 2007 International IRB The Rugby World Cup 2007 Official Airline Emirates Airline 2007 International IRB The Rugby World Cup 2007 Technology/Consulting Sponsor Capgemini IT 2007 International IRB The Rugby World Cup 2007 Worldwide Partner EDF Energy €5m 2007 International IRB The Rugby World Cup 2007 Worldwide Partner Société Générale Financial Services €5m 2007 International IRB The Rugby World Cup 2007 Worldwide Partner GMF Financial Services €5m 2007 International IRB The Rugby World Cup 2007 Worldwide Partner Peugeot Motor €5m 2007 International IRB The Rugby World Cup 2007 Worldwide Partner Visa Financial Services €5m 2007 International IRB The Rugby World Cup 2007 Worldwide Partner SNCF Transport €5m 2007 International IRB Sevens World Series Final Title Sponsor Emirates Airline International IRB London Sevens Title Sponsor Emirates Airline International IRB Paris Sevens Title Sponsor Emirates Airline International IRB Title Sponsor Emirates Airline International IRB Dubai Sevens Sponsor MMI Alcohol International IRB Dubai Sevens Sponsor Rolls Royce Aerospace International IRB Dubai Sevens Sponsor Air BP Oil International IRB Dubai Sevens Sponsor Morgan Stanley Financial Services International IRB Dubai Sevens Sponsor Airbus Aerospace International IRB Dubai Sevens Sponsor Heineken Alcohol International IRB South Africa Sevens Title Sponsor Emirates Airline International IRB South Africa Sevens Sponsor Absa Financial Services International IRB South Africa Sevens Sponsor Sasol Chemicals International IRB South Africa Sevens Sponsor City of George Tourism International IRB Sevens Title Sponsor Emirates Airline International IRB New Zealand Sevens Title Sponsor NZI Financial Services International IRB New Zealand Sevens Sponsor Speight's Alcohol International IRB New Zealand Sevens Sponsor Air New Zealand Airline

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Table 1.68. Rugby Union – IRB / ERC / RFU Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration International IRB US Sevens Title Sponsor Steinlager Alcohol International IRB Title Sponsor Credit Suisse Financial Services International IRB Hong Kong Sevens Title Sponsor Cathay Pacific Airline International IRB Hong Kong Sevens Sponsor Kukri Sports Equipment/Clothing International IRB Hong Kong Sevens Sponsor Heineken Alcohol International IRB Hong Kong Sevens Sponsor Coca-Cola Non-Alcoholic Drinks International IRB Referees Primary Sponsor Emirates Airline £1m est 2006-09 Six Nations Europe Committee The Six Nations Title Sponsor Royal Bank of Scotland Financial Services £8m Europe ERC Heineken Cup Ttile Sponsor Heineken Alcohol 2005-09 Europe ERC European Challenge Cup Premium Partner Heineken Alcohol Europe ERC Heineken Cup Premium Partner FedEx Express Courier 2006-09 Europe ERC European Challenge Cup Premium Partner FedEx Express Courier Europe ERC Heineken Cup Premium Partner Alice Telecommunications Europe ERC European Challenge Cup Premium Partner Alice Telecommunications Europe ERC Heineken Cup Premium Partner EDF Energy Europe ERC European Challenge Cup Premium Partner EDF Energy RFU/Premier Europe Rugby/WRU Anglo- Title Sponsor EDF Energy Energy 2006-09 England RFU Primary Sponsor - National Team O2 Telecommunications £3m 2004-08 England RFU Autumn Internationls Title Sponsor Investec Financial Services England RFU Sponsor Nike Sports Equipment/Clothing England RFU Sponsor Powerade Non-Alcoholic Drinks England RFU Sponsor Greene King Alcohol 2006-10 England RFU Sponsor British Airways Airline £1m 2005-09 England RFU Rugby Podcast Sponsor Gillette Toiletries England RFU Youth Development Sponsor Royal & SunAlliance Financial Services England RFU Sponsor Gilbert Sports Equipment/Clothing

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Table 1.69. Rugby Union – RFU / Premier Rugby Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration England RFU Sponsor Land Rover Automotive England RFU Sponsor Wolf Blass Alcohol England RFU Sponsor Bollinger Alcohol England RFU Sponsor Marks & Spencer Retail England RFU Sponsor Rockport Clothing 2005-08 England RFU Sponsor Rhino Sports Equipment/Clothing England RFU Sponsor The Times Media England RFU Sponsor Ford Automotive England RFU Sponsor Cybex Gym Equipment England RFU/Premier Rugby National Trophy Sponsor EDF Energy Energy 2006-09 England RFU/Premier Rugby Intermediate Cup Sponsor EDF Energy Energy 2006-10 England RFU/Premier Rugby Junior Vase Sponsor EDF Energy Energy 2006-11 England RFU/Premier Rugby Senior Vase Sponsor EDF Energy Energy 2006-12 England Premier Rugby English Premiership Title Sponsor Guinness Alcohol £4.5m 2006-10 England Premier Rugby English Premiership Partner Land Rover Motor England Premier Rugby English Premiership Partner O2 Telecommunications England Premier Rugby English Premiership Partner Gillette Toiletries England Premier Rugby English Premiership Partner Coral Betting England Premier Rugby English Premiership Partner MBNA Financial Services England Premier Rugby English Premiership Supplier The Times Media England Premier Rugby English Premiership Supplier Gilbert Sports Equipment/Clothing England Premier Rugby English Premiership Supplier Zen Internet Internet England Middlesex Sevens Title Sponsor Coral.co.uk Gambling

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Table 1.70. Rugby Union –FFR / LNR Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration France French Rugby Federation (FFR) National Team Primary Sponsor Orange Telecommunications €1.5m -2008 France French Rugby Federation (FFR) National Team Sponsor GMF Financial Services France French Rugby Federation (FFR) French National Team Sponsor Société Générale Financial Services 1987- France French Rugby Federation (FFR) French National Team Sponsor Nike Sports Equipment/Clothing France French Rugby Federation (FFR) French National Team Secondary Sponsor Toyota Automotive France French Rugby Federation (FFR) French National Team Secondary Sponsor Air France Airline France French Rugby Federation (FFR) French National Team Secondary Sponsor Parexlanko Construction Materials France French Rugby Federation (FFR) French National Team Secondary Sponsor Mutualité Française Health Insurance France French Rugby Federation (FFR) French National Team Third Tier Sponsor Eden Park Clothing France French Rugby Federation (FFR) French National Team Third Tier Sponsor Orangina Non-Alcoholic Drinks France French Rugby Federation (FFR) French National Team Third Tier Sponsor FD Jeux Lottery France French Rugby Federation (FFR) French National Team Third Tier Sponsor Sport 2000 Retail France French Rugby Federation (FFR) French National Team Third Tier Sponsor RATP Transport France French Rugby Federation (FFR) French National Team Third Tier Sponsor Cadbury Food France French Rugby Federation (FFR) French National Team Third Tier Sponsor Accor Hotels France French Rugby Federation (FFR) French National Team Third Tier Sponsor Gilbert Sports Equipment/Clothing France French Rugby Federation (FFR) French National Team Third Tier Sponsor EA Sports Video Gaming France French Rugby Federation (FFR) French National Team Third Tier Sponsor St-Yorre Non-Alcoholic Drinks France French Rugby Federation (FFR) French National Team Third Tier Sponsor Lanson Alcohol France French Rugby Federation (FFR) French National Team Third Tier Sponsor Predator Sports Equipment/Clothing France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Primary Sponsor Orange Telecommunications €1.5m -2008 France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Secondary Sponsor PMU Gambling 2006/07- 07/08 France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Secondary Sponsor Société Générale Financial Services 1999 - France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Secondary Sponsor GMF Financial Services France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Secondary Sponsor EDF Energy France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Third Tier Sponsor Europecar Car Rental France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Third Tier Sponsor Gedimat Retail France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Fourth Tier Sponsor BUT Retail France Ligue Nationale de Rugby (LNR) Top 14 / Pro D2 Fourth Tier Sponsor La Poste Postal Services

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Table 1.71. Rugby Union –Irish RFU Sponsors

Country Rights Event Property Sponsor Industry sector Fee PA Duration Holder description Ireland Irish RFU Primary Sponsor - O2 Telecommunications 2006/12 National Team Ireland Irish RFU Strategic Partner Community Rugby Title Sponsor Allied Irish Bank Financial Services Programme, AIB League, AIB Cup, AIB Junior Cup, AIB Club International Ireland Irish RFU Kit Supplier Canterbury Sports Equipment/Clothing Ireland Irish RFU Sponsor/Supplier Guinness Alcohol Ireland Irish RFU Sponsor/Supplier Coca-Cola Non-Alcoholic Drinks Ireland Irish RFU Sponsor/Supplier Ford Automotive £.6m 2006-10 Ireland Irish RFU Sponsor/Supplier HP Computers Ireland Irish RFU Sponsor Paddy Power Gambling Ireland Irish RFU Sponsor/Supplier Elverys Retail Ireland Irish RFU Sponsor/Supplier Gilbert Sports Equipment/Clothing Ireland Irish RFU Official Sponsor Ireland U19‟s / Title Sponsor PricewaterhouseCoo Consultancy U20‟s, Irish Colleges / Universities, pers High Performance Unit Ireland Irish RFU Sponsor/Supplier Powerade Non-Alcoholic Drinks Ireland Irish RFU Sponsor of the Youth Development Sponsor Kellogg's Food Officer Programme Ireland Irish RFU Sponsor/Supplier Nutri-Grain Food Ireland Irish RFU Sponsor/Supplier DHL Courier Ireland Irish RFU Sponsor AON Financial Services Ireland Irish RFU Sponsor/Supplier Kennedy & Clothing McSharry Ireland Irish RFU Sponsor/Supplier Magee Clothing Ireland Irish RFU Sponsor Bushmills Alcohol Ireland Irish RFU Sponsor/Supplier Turner Printing Ireland Irish RFU Sponsor/Supplier Wolf Blass Alcohol

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Table 1.72. Rugby Union –Scottish Rugby / WRU Sponsors

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration Scotland Scottish Rugby Primarydescription Sponsor - The Famous Grouse Alcohol £1m National Team Scotland Scottish Rugby Premiership, Title Sponsor Scottish Hydro Electric Energy 2007-10 Leagues, Cup Scotland Scottish Rugby Sponsor Bank of Scotland Financial Services Scotland Scottish Rugby Sponsor Canterbury Sports Equipment/Clothing Scotland Scottish Rugby Sponsor Baxters Food Scotland Scottish Rugby Sponsor Martin Currie Financial Services Scotland Scottish Rugby Sponsor Gilbert Sports Equipment/Clothing Scotland Scottish Rugby Sponsor Sunday Times Media Scotland Scottish Rugby Sponsor Land Rover Automotive Scotland Scottish Rugby Sponsor Leeds Metropolitan University Academia Scotland Scottish Rugby Sponsor Bell Lawrie Financial Services Scotland Scottish Rugby Sponsor British Airways Airline Scotland Scottish Rugby Sponsor/Supplier EAS Food Supplement Scotland Scottish Rugby Sponsor/Supplier Life Fitness Gym Equipment Scotland Scottish Rugby Sponsor Purely Scottish Non-Alcoholic Drinks Wales WRU Primary Sponsor - SA Brain Alcohol £.8m 2005-08 National Team Wales WRU Sponsor Reebok Sports Equipment/Clothing Wales WRU Sponsor BT Telecommunications Wales WRU Sponsor Seat Automotive Wales WRU Sponsor Powerade Non-Alcoholic Drinks Wales WRU Sponsor Principality Financial Services Wales WRU Sponsor Asda Retail Wales WRU Sponsor Gillette Toiletries Wales WRU Sponsor HSS Hire Tool Hire Wales WRU Sponsor Prince's Gate Non-Alcoholic Drinks Wales WRU Sponsor Clothing Wales WRU Sponsor Sunday Times Media Wales WRU Sponsor Royal Air Force Military Wales WRU Sponsor International Business Wales Government Wales WRU Sponsor Wolf Blass Alcohol Wales WRU Sponsor Carling Alcohol

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Table 1.73. Rugby Union –FIR / LIRE / Celtic League Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee PA Duration Italy FIR Italian National Team Primary Sponsor Cariparma & Piacenza Financial Services Italy FIR Italian National Team Sponsor Kappa Sports Equipment/Clothing Italy FIR Italian National Team Sponsor Jaguar Automotive Italy FIR Italian National Team Partner Edison Financial Services Italy FIR Italian National Team Partner Valle d'Aosta Government Italy FIR Italian National Team Partner Comune di Roma Government Italy FIR Italian National Team Partner Provincia di Roma Government Italy FIR Italian National Team Partner Regione Lazio Government Italy FIR Italian National Team Secondary Sponsor Reale Mutua Financial Services Italy FIR Italian National Team Secondary Sponsor Mitre Sports Equipment/Clothing Italy FIR Italian National Team Secondary Sponsor Peroni Alcohol Italy FIR Italian National Team Secondary Sponsor Lebole Clothing Italy FIR Italian National Team Secondary Sponsor Dario Dodoni Sports Equipment/Clothing Italy FIR Italian National Team Secondary Sponsor Agnello Gallese Food Italy FIR Italian National Team Secondary Sponsor Enervit Food Italy FIR Italian National Team Secondary Sponsor Farmacia Lapriore Pharmaceuticals Italy FIR Italian National Team Secondary Sponsor Mibex Office Furniture Italy FIR Italian National Team Secondary Sponsor Collalbrigo Alcohol Italy FIR Italian National Team Secondary Sponsor Lohmann & Rauscher Medical Products Italy FIR Italian National Team Secondary Sponsor Agency Event Management Italy FIR Italian National Team Secondary Sponsor Ennebi Time Keeping Italy FIR Italian National Team Secondary Sponsor Rugby Colours Sports Equipment/Clothing Italy LIRE Super 10 Primary Sponsor Groupama Financial Services Italy LIRE Super 10 Sponsor Gruppo Italtelo Sports Marketing Italy LIRE Super 10 Sponsor Silver Cross Medical Products Italy LIRE Super 10 Sponsor Mitre Sports Equipment/Clothing Italy LIRE Coppa Italia Sponsor AAMS Independent Administration Various Celtic League Title Sponsor Magners Alcohol 2006-09 Various Celtic League Sponsor Specsavers Spectacles Various Celtic League Sponsor Canterbury Sports Equipment/Clothing Various Celtic League Sponsor Gilbert Sports Equipment/Clothing

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Table 1.74. Rugby Union – Guinness Premiership / Top 14 Club Sponsors

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration England Guinness Premiership Primarydescription Sponsor Helphire Car Hire 2005-08 England Bristol Guinness Premiership Primary Sponsor Bass Ale Alcohol £.7m 2005-08 England Gloucester Guinness Premiership Primary Sponsor Jewson Building Supplies 2007- England Harlequins Guinness Premiership Primary Sponsor Etihad Airline 2007- England Leeds Guinness Premiership Primary Sponsor Leeds Carnegie Academia England Guinness Premiership Primary Sponsor Bradstone Aggregates 2002- England Guinness Premiership Primary Sponsor Llanera Property £.7m 2006-09 England London Wasps Guinness Premiership Primary Sponsor Magners Alcohol 2005/07 England Newcastle Guinness Premiership Primary Sponsor Northern Rock Financial Services 2007/08 -2009/10 England Sale Guinness Premiership Primary Sponsor McAfee Internet 2007- England Saracens Guinness Premiership Primary Sponsor Man Group Plc Financial Services 2004-07 England Worcester Guinness Premiership Primary Sponsor nPower Energy £.5m 2006-09 England Primary Sponsor Travis Perkins Construction Materials 2005-08 France Albi Top 14 Primary Sponsor Leclerc Retail France Auch Gers Top 14 Primary Sponsor Gers Food France Bayonne Top 14 Primary Sponsor LaGrange Travel/Leisure France Biarritz Top 14 Primary Sponsor Capgemini IT €.8m France Bourgoin Top 14 Primary Sponsor Pierre Martinet Food 1994- France Brive Top 14 Primary Sponsor Penauille Airport Services France Castres Top 14 Primary Sponsor Pierre Fabre Pharmaceuticals France Clermont Top 14 Primary Sponsor Elyo Energy Management France Montauban Top 14 Primary Sponsor Matmut Financial Services France Montpellier Top 14 Primary Sponsor Belmonte Transport 2001- France Stade Français Top 14 Co Sponsor Brother Document processing France Stade Français Top 14 Co Sponsor Axa Financial Services France Top 14 Primary Sponsor Peugeot Automotive France US Dax Top 14 Primary Sponsor Caliceo Leisure France USA Perpignan Top 14 Primary Sponsor Orange Telecommunications France Narbonne Primary Sponsor Tridome Retail France Agen Primary Sponsor Bigard Food

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Table 1.75 Rugby Union – Super 10 / Celtic League Club Team Sponsors

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration Italy Almaviva Capitolina Super 10 Primarydescription Sponsor AlmavivA IT Consulting Italy Super 10 Primary Sponsor ENSI Mobile Communications Italy Arix Viadana Super 10 Primary Sponsor Arix S.p.A. Cleaning Products Italy Super 10 Primary Sponsor Benetton Clothing Italy Calvisano Super 10 Primary Sponsor Cammi Group Retail Italy Casino' di Venezia Super 10 Primary Sponsor Casinò di Venezia Gambling Italy Gran Rugby Parma Super 10 Primary Sponsor SKG Italia Car air conditioning 2007- Italy Overmach Rugby Super 10 Primary Sponsor Overmach S.p.A. Industrial Machinery Italy Super 10 Primary Sponsor Carrera Sunglasses Italy Rugby Super 10 Primary Sponsor Femi CZ Cable Trays Italy L Aquila Primary Sponsor Infinito Internet Wales Cardiff Blues Celtic League Primary Sponsor bmibaby Airline Ireland Connacht Celtic League Primary Sponsor Bank of Ireland Financial Services 2006-08 Scotland Edinburgh Gunners Celtic League Primary Sponsor Magners Alcohol Scotland Glasgow Warriors Celtic League Primary Sponsor Flogas Gas Ireland Leinster Celtic League Primary Sponsor Bank of Ireland Financial Services Wales Llanelli Celtic League Primary Sponsor WRW Construction Ireland Munster Celtic League Primary Sponsor Toyota Motor Wales Newport Gwent Celtic League Primary Sponsor Robert Price Building Materials Supplier Wales Ospreys Celtic League Primary Sponsor nPower Energy £.3m 2005-07 Ireland Ulster Celtic League Primary Sponsor Bank of Ireland Financial Services £.4m 2006-09

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Sailing

In many respects sponsorship of sailing is similar to that of motorsport in that it allows companies to showcase their technical prowess to both public and business customers. The days when yachts embarked on a major endurance race with little further media coverage until they entered another port are long since gone. Satellite and wireless communications have enabled enthusiasts to follow the sport via PCs and mobile platforms and this in turn has increased interest and general media coverage of major events.

The ability to track progress online goes beyond simple race information. In major races it is not uncommon for crews to post daily diaries and use web cams to maintain communication. Web sites have also been linked to monitoring systems on the boats and even display human performance such as heart rate of crew members online.

It is hardly surprising, therefore, to see that the telecommunications industry has been keen to back sailing to demonstrate and promote its technical expertise. Sailing also offers such companies the opportunity to develop brand image through association with the lifestyle and technology attributes of the sport. Major telecommunications sponsors include Vodafone, BT, Alcatel-Lucent, Alice, T-Systems and in the America‟s Cup, EMS Satcom in the Vendée Globe, France Telecom and Inmarsat in the Volvo Ocean Race and Orange which sponsors the French Sailing Federation (FFV).

Chart 1.55. European Sailing Sponsorship by Number of Deals

Number of Deals

Telecommunications 9% Financial Services 8%

Marine Equipment 8% Tourism 7%

Fashion 6% Sports Clothing 6%

Logistics 5% FMCG 5%

Time Keeping 5% Alcohol 4%

Automotive 4% IT 3%

Luxury Goods 2% Energy 2%

Airline 1% Other 25%

0% 5% 10% 15% 20% 25% 30%

Marine equipment suppliers are also very important to the sport and represent the largest number of deals overall. For the purposes of creating a balanced appraisal of pure sponsorship investment, only deals with a cash consideration have been included in Charts 1.55 and 1.56.

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Contra deals with marine equipment suppliers have, however, been listed in the tables that follow.

The second biggest contributor to sailing, therefore, is the financial services industry. As with several sports covered in the report, it is the high socio-economic profile of sailing‟s participants and enthusiasts that interests the sector.

Chart 1.56. European Sailing Sponsorship by Value of Deals

Value of Deals

12% Telecommunications Financial Services 9%

Tourism 8%

Airline 8%

Energy 7%

Automotive 6%

Fashion 5%

IT 5%

Luxury Goods 4%

Sports Clothing 4%

FMCG 4%

Time Keeping 3%

Alcohol 3%

Marine Equipment 3%

Logistics 2%

Other 16%

0% 5% 10% 15% 20%

Significant financial services deals include Santander, Caja Madrid, Axa, Altae, Intesa Sanpaolo, Asscom, Fondiaria-Sai and Allianz in the America‟s Cup and Aviva, Saga Insurance and BBK in the Velux 5 Oceans Race.

Tourism plays a significant part in the sponsorship of sailing with regions keen to promote their participation as hosts. Most notable is perhaps the Vendée region‟s race title sponsorship, but most race home ports have received local government investment to promote their region.

The airline sector is represented by Emirates‟ huge sponsorship of Team New Zealand in the America‟s Cup and Virgin Atlantic‟s smaller deal with Spirit of Yukoh in the Velux 5 Oceans.

Energy was a major investor in America‟s Cup teams with Areva and Iberdrola both primary team sponsors and Endesa being an event partner.

Automotive sponsors in sailing obviously include race organiser Volvo as well as BMW (co-team sponsor with Oracle), Toyota, Mazda, Alfa Romeo and Renault in the America‟s Cup.

Luxury goods and fashion also made a major contribution although the biggest, Louis Vuitton, which spent an estimated $30 million on the America‟s Cup, has now decided to withdraw from sailing.

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Table 1.76. Sailing - America’s Cup Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee Duration International ACM America's Cup Primary Sponsor Louis Vuitton Luxury Goods $30m International ACM America's Cup Sponsor Endesa Energy International ACM America's Cup Sponsor Santander Financial Services International ACM America's Cup Sponsor Alcatel-Lucent Telecommunications International ACM America's Cup Mobile Network Supplier Vodafone Telecommunications 2007 Italy Mascalzone Latino-Capitalia Team America's Cup Sponsor Capitalia Financial Services Italy Mascalzone Latino-Capitalia Team America's Cup Co/Sponsor BigMat Construction 2007 Italy Mascalzone Latino-Capitalia Team America's Cup Co/Sponsor Regione Campania Tourism Italy Mascalzone Latino-Capitalia Team America's Cup Co/Sponsor Sector Time Keeping Italy Mascalzone Latino-Capitalia Team America's Cup Supplier Kappa Sports Equipment/Clothing Italy Mascalzone Latino-Capitalia Team America's Cup Supplier Moby Cruising New Zealand Emirates Team New Zealand America's Cup Sponsor Emirates Airline $50m 2007 New Zealand Emirates Team New Zealand America's Cup Sponsor Toyota Automotive 1989 New Zealand Emirates Team New Zealand America's Cup Sponsor Estrella Damm Alcohol New Zealand Emirates Team New Zealand America's Cup Sponsor New Zealand Trade & Tourism Tourism $23m New Zealand Emirates Team New Zealand America's Cup Supplier Line 7 Clothing New Zealand Emirates Team New Zealand America's Cup Supplier Omega Time Keeping New Zealand Emirates Team New Zealand America's Cup Supplier Vodafone Telecommunications New Zealand Emirates Team New Zealand America's Cup Supplier Fisher & Paykel White Goods New Zealand Emirates Team New Zealand America's Cup Supplier Maersk Shipping New Zealand Emirates Team New Zealand America's Cup Supplier Murphy & NYE Sports Equipment/Clothing Spain Desafío Español 2007 America's Cup Sponsor Iberdrola Energy Spain Desafío Español 2007 America's Cup Co/Sponsor Viajes Marsans Tour Operator €3m 2007 Spain Desafío Español 2007 America's Cup Co/Sponsor Comunitat Valenciana Government Spain Desafío Español 2007 America's Cup Co/Sponsor Caja Madrid Financial Services Spain Desafío Español 2007 America's Cup Co/Sponsor Puleva Food Spain Desafío Español 2007 America's Cup Co/Sponsor Axa Financial Services Spain Desafío Español 2007 America's Cup Co/Sponsor Quebramar Sports Equipment/Clothing Spain Desafío Español 2007 America's Cup Co/Sponsor Altae Financial Services Spain Desafío Español 2007 America's Cup Co/Sponsor Mazda Automotive Spain Desafío Español 2007 America's Cup Co/Sponsor Estrella Damm Alcohol Spain Desafío Español 2007 America's Cup Co/Sponsor Sanitas Private Healthcare Spain Desafío Español 2007 America's Cup Co/Sponsor Cintra Road Operator Spain Desafío Español 2007 America's Cup Supplier Innovamar Marine Technology

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Table 1.77. Sailing - America’s Cup Sponsors 2

Country Rights Holder Event Property description Sponsor Industry sector Fee Duration Germany United Internet Team Germany America's Cup Sponsor United Internet Internet Germany United Internet Team Germany America's Cup Co/Sponsor Murphy&Nye Sports Equipment/Clothing Germany United Internet Team Germany America's Cup Co/Sponsor NEC Computers Germany United Internet Team Germany America's Cup Co/Sponsor Erdinger Weißbräu Alcohol Italy Luna Rossa America's Cup Sponsor Prada Clothing Italy Luna Rossa America's Cup Sponsor TIM Media Italy Luna Rossa America's Cup Sponsor Alice Telecommunications Italy Luna Rossa America's Cup Sponsor Telecom Progetto Italia Telecommunications Italy Luna Rossa America's Cup Sponsor Intesa Sanpaolo Financial Services Italy Luna Rossa America's Cup Co/Sponsor Asscom Financial Services Italy Luna Rossa America's Cup Co/Sponsor Alfa Romeo Automotive Italy Luna Rossa America's Cup Co/Sponsor Grey Interactive Marketing Italy Luna Rossa America's Cup Co/Sponsor Lavazza Non-Alcoholic Drinks Italy Luna Rossa America's Cup Co/Sponsor Gatorade Non-Alcoholic Drinks Italy Luna Rossa America's Cup Co/Sponsor Fabianelli Food Italy Luna Rossa America's Cup Co/Sponsor Flex Power Tools Italy Luna Rossa America's Cup Co/Sponsor ABC Tools Tools France Areva Challenge America's Cup Sponsor Areva Energy $23m France Areva Challenge America's Cup Sponsor DCN Defence France Areva Challenge America's Cup Sponsor Aigle Clothing $20m France Areva Challenge America's Cup Sponsor Gandia Tourism $20m France Areva Challenge America's Cup Media Partner Canal + Media France Areva Challenge America's Cup Media Partner Le Figaro Media France Areva Challenge America's Cup Supplier Carlson Wagonlit Travel Business Travel China China Team America's Cup Sponsor Lladró Luxury Goods China China Team America's Cup Sponsor Tag Heuer Time Keeping China China Team America's Cup Sponsor Chivas Alcohol China China Team America's Cup Sponsor HuiYuan Juice Non-Alcoholic Drinks China China Team America's Cup Co/Sponsor Neocles IT China China Team America's Cup Co/Sponsor Cosco Shipping China China Team America's Cup Co/Sponsor Renault Automotive China China Team America's Cup Co/Sponsor K-Swiss Sports Equipment/Clothing

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Table 1.78. Sailing - America’s Cup Sponsors 3

Country Rights Holder Event Property description Sponsor Industry sector Fee Duration China China Team America's Cup Media Partner Les Echos Media China China Team America's Cup Media Partner China Boating Media China China Team America's Cup Media Partner BFM Media China China Team America's Cup Media Partner Media South Africa Team Shosholoza America's Cup Primary Sponsor T-Systems Telecommunications $13m South Africa Team Shosholoza America's Cup Sponsor MSC Crociere Cruising South Africa Team Shosholoza America's Cup Sponsor Mediterranean Shipping Company Shipping South Africa Team Shosholoza America's Cup Sponsor Fondiaria-Sai. Financial Services South Africa Team Shosholoza America's Cup Sponsor Gilli Clothing Italy +39 America's Cup Sponsor Sicilia Tourism Italy +39 America's Cup Sponsor Fondiaria-Sai Financial Services Italy +39 America's Cup Sponsor Gilli Clothing Italy +39 America's Cup Sponsor DbLine.it Video Gaming Italy +39 America's Cup Sponsor Yamanay Clothing Italy +39 America's Cup Sponsor Carpisa Luxury Goods Italy +39 America's Cup Sponsor Clothing US BMW Oracle Racing America's Cup Sponsor BMW Automotive $30m US BMW Oracle Racing America's Cup Sponsor Oracle IT US BMW Oracle Racing America's Cup Sponsor Allianz Financial Services US BMW Oracle Racing America's Cup Co/Sponsor Girard-Perregaux Time Keeping US BMW Oracle Racing America's Cup Co/Sponsor NetSuite Software US BMW Oracle Racing America's Cup Co/Sponsor Henri-Lloyd Sports Equipment/Clothing US BMW Oracle Racing America's Cup Co/Sponsor Network Appliance IT Sweden Victory Challenge America's Cup Sponsor Tele2 Telecommunications Sweden Victory Challenge America's Cup Sponsor Red Bull Non-Alcoholic Drinks Sweden Victory Challenge America's Cup Sponsor Modern Times Group Media Sweden Victory Challenge America's Cup Media Partner Metro Media Sweden Victory Challenge America's Cup Media Partner Viasat Media Switzerland Team Alinghi America's Cup Sponsor BT Infonet Telecommunications Switzerland Team Alinghi America's Cup Sponsor UBS Financial Services Switzerland Team Alinghi America's Cup Co/Sponsor MSC Crociere Cruising

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Table 1.79. Sailing - Vendee Globe / Velux 5 Oceans Race Sponsors

Country Rights Holder Event Property Sponsor Industry sector Fee Duration description Switzerland Team Alinghi America's Cup Co/Sponsor Nespresso Non-Alcoholic Drinks Switzerland Team Alinghi America's Cup Co/Sponsor SGS Industrial Certification Switzerland Team Alinghi America's Cup Co/Sponsor Audemars Piguet Time Keeping Switzerland Team Alinghi America's Cup Co/Sponsor North Sails Sports Equipment/Clothing Switzerland Team Alinghi America's Cup Co/Sponsor WISeKey Internet International S.A.E.M Vendée Vendée Globe 2008 Title Sponsor Les Sables d'Olonne Tourism International S.A.E.M Vendée Vendée Globe 2008 Sponsor Vendée Conseil Général Government International S.A.E.M Vendée Vendée Globe 2008 Sponsor Chambre de Commerce & d'Industrie de la Vendee Chamber of Commerce International S.A.E.M Vendée Vendée Globe 2008 Sponsor Sodeb' O Food International S.A.E.M Vendée Vendée Globe 2008 Sponsor SNCF Transport Canada Spirit of Canada Vendée Globe 2008 Sponsor Velux Windows Canada Spirit of Canada Vendée Globe 2008 Sponsor EMS Satcom Wireless Communications Canada Spirit of Canada Vendée Globe 2008 Sponsor DuPont Materials Canada Spirit of Canada Vendée Globe 2008 Sponsor Raymarine Marine Electronics Canada Spirit of Canada Vendée Globe 2008 Sponsor Raytheon Aerospace USA Ocean Planet Vendée Globe 2008 Sponsor E-Paint Marine Paint USA Ocean Planet Vendée Globe 2008 Sponsor MOT Intermodal Shipping Shipping USA Ocean Planet Vendée Globe 2008 Sponsor MAS Epoxies Materials USA Ocean Planet Vendée Globe 2008 Sponsor Portland Yacht Services Marina France Aviva Ocean Racing Vendée Globe 2008 Sponsor Aviva Financial Services International Velux Velux 5 Oceans Race Title Sponsor Velux Windows 2006 - International Velux Velux 5 Oceans Race Sponsor Amundsen Time Keeping International Velux Velux 5 Oceans Race Sponsor Maxsea Marine Software New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor New Zealand Rigging Marine Equipment New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Kiwi Yachting Marine Equipment New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Navtec Marine Equipment New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Line 7 Clothing New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Lewmar Marine Equipment New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Anzor Marine Equipment New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Bunnings Warehouse Retail New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Resene Marine Paints

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Table 1.80. Sailing - Velux 5 Oceans Race / Volvo Ocean Race Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee Duration New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Hamburg Sud Shipping New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Toll New Zealand Logistics New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor Lusty & Blundell Marine Equipment Distribution New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor KZ Marine Marine Equipment New Zealand A Southern Man AGD Velux 5 Oceans Race Sponsor SunSmart Government Germany Alex Thomson Racing Velux 5 Oceans Race Primary Sponsor Hugo Boss Clothing Switzerland Cheminées Poujoulat Velux 5 Oceans Race Primary Sponsor Cheminées Poujoulat Construction Materials UK MGYR Velux 5 Oceans Race Primary Sponsor Ecover Detergents 2000 - Japan Spirit of Yukoh Velux 5 Oceans Race Primary Sponsor Niws IT Japan Spirit of Yukoh Velux 5 Oceans Race Sponsor Teikei Security Japan Spirit of Yukoh Velux 5 Oceans Race Sponsor Koden Marine Electronics Japan Spirit of Yukoh Velux 5 Oceans Race Sponsor Excite Internet Japan Spirit of Yukoh Velux 5 Oceans Race Sponsor Helly Hansen Sports Equipment/Clothing Japan Spirit of Yukoh Velux 5 Oceans Race Sponsor Venture Media Japan Spirit of Yukoh Velux 5 Oceans Race Sponsor Dubarry Clothing Japan Spirit of Yukoh Velux 5 Oceans Race Sponsor Virgin Atlantic Airline Japan Spirit of Yukoh Velux 5 Oceans Race Sponsor Team-6 Government UK Saga Insurance Velux 5 Oceans Race Primary Sponsor Saga Insurance Financial Services Spain Pakea Velux 5 Oceans Race Primary Sponsor BBK Financial Services Spain Pakea Velux 5 Oceans Race Sponsor Government Spain Pakea Velux 5 Oceans Race Sponsor Petronor Oil Spain Pakea Velux 5 Oceans Race Sponsor IMQ Medical Insurance Spain Pakea Velux 5 Oceans Race Sponsor Slam Sports Equipment/Clothing Spain Pakea Velux 5 Oceans Race Sponsor Pausoka Audio Visual Production International Volvo Volvo Ocean Race 2008 Title Sponsor Volvo Automotive 2000 - International Volvo Volvo Ocean Race 2008 Sponsor/supplier Schenker Logistics International Volvo Volvo Ocean Race 2008 Sponsor/supplier Wallenius Wilhelmsen Shipping International Volvo Volvo Ocean Race 2008 Sponsor/supplier Thrane & Thrane Satellite Communications International Volvo Volvo Ocean Race 2008 Sponsor/supplier France Telecom Telecommunications International Volvo Volvo Ocean Race 2008 Sponsor/supplier Inmarsat Satellite Communications International Volvo Volvo Ocean Race 2008 Sponsor/supplier Gant Time Keeping

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Table 1.81. Sailing - Volvo Ocean Race / Misc Sponsors

Country Rights Holder Event Property description Sponsor Industry sector Fee Duration

Sweden Ericsson Volvo Ocean Race 2008 Primary Sponsor Ericsson Mobile Phones Sweden Ericsson Volvo Ocean Race 2008 Sponsor/supplier Sony Consumer Electronics Netherlands Mean Machine Volvo Ocean Race 2008 n/a USA Puma Volvo Ocean Race 2008 Title Sponsor Puma Sports Equipment/Clothing Russia Russian Challenge Volvo Ocean Race 2008 Lenta Retail International ISAF Sponsor Rolex Time Keeping International ISAF Sponsor Volvo Automotive International ISAF Sponsor S.Pellegrino Non-Alcoholic Drinks UK Royal Ocean Racing Commodore's Cup Title Sponsor Rolex Time Keeping Club Spain Fundació per la Sponsor Estrella Damm Alcohol Navegació Oceànica (FNO) France French Sailing Sponsor Orange Telecommunications 2007-09 Federation (FFV) Italy Nautor Fleet sponsor Peroni Alcohol £1m 2006

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Table 1.82. Snooker Sponsorship

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description UK WPBSA Title Sponsor 888.com Gambling UK WPBSA Masters Title Sponsor Saga Insurance Financial Services 2006-09 UK WPBSA UK Championship Title Sponsor Maplin Retail 2006-08 UK WPBSA Grand Prix Title Sponsor Royal London Watches Time Keeping

UK WPBSA Team Highland Sponsor/Supplier Highland Spring Non-Alcoholic Drinks £333,000 2006-09 Spring/WPBSA Supplier

Table 1.83. Horse Racing Sponsorship

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description UK Newmarket Racecourse Guineas Festival Title Sponsor James Gambling £500,000 2006-11 UK Doncaster Racecourse St. Leger Title Sponsor Ladbrokes Gambling £350,000 2006-09 UK Aintree Racecourse Grand National Title Sponsor John Smith's Alcohol £1.25 2005-07 UK Kempton Park Racecourse King George V1 Chase Title Sponsor Stan James Gambling £200,000 2005-09 France France Galop Prix de l'Arc de Triomphe Title Sponsor Lucien Barrière Hotels/Leisure UK Arena Leisure All-Weather Championships Title Sponsor Bonusprint Digital Imaging 2006-07 UK Ascot Racecourse Founding Partner Allied Irish Bank Financial Services 2006-10 UK Ascot Racecourse Founding Partner Cisco IT 2006-10 UK Ascot Racecourse Founding Partner Sony Consumer Electronics 2006-10 UK Epsom Downs Racecourse The Derby Title Sponsor Vodafone Telecommunications -2007 Ireland The Curragh Irish Derby Title Sponsor Budweiser Alcohol

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Tennis

Analysis of sponsorship of tennis in Europe in Charts 1.57 and 1.58 excludes personal endorsements from sports equipment manufacturers among players although many such deals are listed in the tables that follow.

This is because of the large number of players who have such personal endorsements, often with high fees, which would distort the more general picture of which industry categories are associated with the sport.

The FMCG sector is the biggest contributor to the sport in terms of number of deals and this is largely down to the number of sponsorships from soft drink and mineral water suppliers. Deals include Gatorade (WTA), Buxton, Robinson's and Nescafe (All England Lawn Tennis Club), Perrier ( - FFT) and Lucozade Sport (Lawn Tennis Association – LTA). Personal endorsements from the category include Highland Spring (Andrew Murray), Pepsi (Maria Sharapova), Emmi (Roger Federer) and Cola Cao (Rafael Nadal).

Also included in the FMCG sector are food supplement Usana (WTA) and Häagen-Dazs ice cream (All England Lawn Tennis Club).

Chart 1.57. European Tennis Sponsorship by Number of Deals

Number of Deals

FMCG 14%

Sport Equipment 11%

Financial Services 10%

Time Keeping 6% Automotive 5%

Airline 4%

Alcohol 3%

Telecommunications 3%

Other 44%

0% 10% 20% 30% 40% 50%

The high value deals, however, come from other sectors with financial services slightly ahead on 15% of the total value of tennis sponsorship as seen in Chart 1.58 (overleaf). .

The biggest investor is BNP Paribas, which is primary sponsor of the Roland Garros French Open as well as a partner. Stanford and Travelex both sponsor the WTA, BNL is title sponsor of Italy‟s governing body the FIT and Andrew Murray has a major personal endorsement deal with the Royal Bank of Scotland.

The automotive sector is also strong in European tennis with the highest profile deal being Mercedes‟ primary sponsorship of the ATP Tour and the company is also a partner of the German Open. Other notable motor industry investments include Kia (Davis Cup) and Peugeot (Roland Garros, FFT and FIT). There are also personal endorsements from Land Rover (Maria Sharapova) and Kia (Rafael Nadal).

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Chart 1.58. European Tennis Sponsorship by Value of Deals

Value of Deals

Financial Services 15% FMCG 14%

Automotive 14%

Telecommunications 9%

Sports Equipment 9%

Time Keeping 5% Alcohol 4%

Airline 2%

Other 28%

0% 5% 10% 15% 20% 25% 30%

Significant telecommunications sponsors include Sony Ericsson (WTA Tour), NTT Communications (Davis Cup) and Qatar Telecom, title sponsor of the German Open.

Not unexpectedly, most federations have a tennis equipment manufacturer as a partner with the likes of Penn, , Wilson, and Dunlop backing the major events.

Major watch manufacturers sponsor both events; Rolex (Wimbledon and Davis Cup), Longines (Roland Garros), and individuals; Tag Heuer (Andrew Murray and Maria Sharapova), Rolex (Justine Henin), Omega (Martina Hingis).

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Table 1.84. Tennis - ATP / WTA / ITF Sponsorship

Country Rights Event Property Sponsor Industry sector Fee PA Duration Holder description International ATP ATP Tour Primary Sponsor Mercedes Automotive 2006-08 International ATP ATP Tour Sponsor Ricoh Office Equipment International ATP ATP Tour Sponsor South African Airways Airlines International ATP ATP Tour Sponsor Stanford Financial Services International ATP ATP Tour Sponsor Penn Sports Equipment/Clothing International ATP ATP Tour Sponsor Head Sports Equipment/Clothing International ATP ATP Tour Sponsor Indiset White Goods International ATP ATP Tour Sponsor Pacific Sports Equipment/Clothing International ATP ATP Tour Sponsor Gerfloor Sports Flooring International ATP ATP Tour Sponsor Tennis Warehouse Retail International ATP ATP Tour Sponsor Waterford Luxury Goods International ATP ATP Tour Sponsor Skies America Media International ATP ATP Tour Sponsor Club Med Hotels International WTA WTA Tour Title Sponsor Sony Ericsson Telecommunications 2005-10 International WTA WTA Tour Sponsor Whirlpool White Goods 2007-09 International WTA WTA Tour Sponsor Dubai Duty Free Airports International WTA WTA Tour Sponsor Bed Bath & Beyond Retail International WTA WTA Tour Sponsor Gatorade Non-Alcoholic Drink International WTA WTA Tour Sponsor Luxilon Sports Equipment/Clothing International WTA WTA Tour Sponsor Regency TV Production International WTA WTA Tour Sponsor Saddlebrook Resort Hotels International WTA WTA Tour Sponsor Tennis Warehouse Retail International WTA WTA Tour Sponsor Travelex Financial Services International WTA WTA Tour Sponsor Usana Food Supplements International WTA WTA Tour Sponsor Waterford Luxury Goods International WTA WTA Tour Sponsor Wilson Sports Equipment/Clothing International ITF Davis Cup Title Sponsor BNP Paribas Financial Services International ITF Davis Cup Sponsor Adecco Recruitment International ITF Davis Cup Sponsor Kia Automotive International ITF Davis Cup Sponsor Rolex Time Keeping International ITF Davis Cup Sponsor NTT Communications Telecommunications

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Table 1.85. Tennis – ITF / Wimbledon Sponsorship

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description International ITF Davis Cup Sponsor NH Hotels Hotels International ITF Davis Cup Partner Hugo Boss Clothing International ITF Davis Cup Partner Wilson Sports Equipment/Clothing International ITF Federation Title Sponsor BNP Paribas Financial Services International ITF Junior Davis Title Sponsor BNP Paribas Financial Services International ITF Junior Davis Official Airline Lufthansa Airline International ITF Junior Title Sponsor BNP Paribas Financial Services International ITF Junior Official Airline Lufthansa Airline International ITF Juniors Top 10 Sponsor Sega Video Gaming International ITF Wheelchair Title Sponsor NEC Computers International ITF Wheelchair Title Sponsor NEC Computers International ITF Wheelchair Title Sponsor Camozzi Industrial Engineering Tennis International ITF Wheelchair Title Sponsor Invacare Medical Products Tennis World UK All England Lawn Tennis Club Wimbledon Sponsor Buxton Non-Alcoholic Drink UK All England Lawn Tennis Club Wimbledon Sponsor/Supplier Hertz Car Rental UK All England Lawn Tennis Club Wimbledon Supplier IBM IT UK All England Lawn Tennis Club Wimbledon Sponsor Häagen-Dazs Food UK All England Lawn Tennis Club Wimbledon Sponsor Lanson Alcohol UK All England Lawn Tennis Club Wimbledon Sponsor Nescafe Non-Alcoholic Drink UK All England Lawn Tennis Club Wimbledon Sponsor Philips Consumer Electronics UK All England Lawn Tennis Club Wimbledon Sponsor Ralph Clothing

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Table 1.86. Tennis Wimbledon / FFT Sponsorship

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description UK All England Lawn Tennis Club Wimbledon Sponsor Robinson's Non-Alcoholic Drink UK All England Lawn Tennis Club Wimbledon Sponsor/Supplier Rolex Time Keeping UK All England Lawn Tennis Club Wimbledon Sponsor/Supplier G4S Security Security UK All England Lawn Tennis Club Wimbledon Sponsor Slazenger Sports Equipment/Clothing France French Tennis Federation Roland Primary Sponsor BNP Paribas Financial Services Garros/FFT France French Tennis Federation Sponsor Gaz de France Energy (FFT) France French Tennis Federation Sponsor Alain Afflelou Retail (FFT) France French Tennis Federation Sponsor Adidas Sports Equipment/Clothing (FFT) France French Tennis Federation Sponsor Dunlop Sports Equipment/Clothing (FFT) France French Tennis Federation Sponsor Sony Consumer Electronics (FFT) France French Tennis Federation Sponsor Sogeres Restaurant (FFT) France French Tennis Federation Championnats Sponsor Perrier Non-Alcoholic Drink (FFT) de France France French Tennis Federation Womens' Sponsor Gaz de France Energy (FFT) Tennis/Fed France French Tennis Federation Roland Garros Official Longines Time Keeping 2007 (FFT) Timekeeper France French Tennis Federation Roland Garros Sponsor Peugeot Automotive (FFT)

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Table 1.87. Tennis –FFT / German Open / FIT Sponsorship

Country Rights Holder Event Property Sponsor Industry sector Fee PA Duration description France French Tennis Federation Roland Sponsor FedEx Courier 2002-07 (FFT) Garros/FFT Germany Qatar Tennis Federation German Open Title Sponsor Qatar Telecom Telecommunications Germany GmbH Germany Qatar Tennis Federation German Open Sponsor Mercedes Automotive Germany GmbH Germany Qatar Tennis Federation German Open Sponsor Intercontinenta Hotels Germany GmbH l Berlin Germany Qatar Tennis Federation German Open Sponsor RasGas Energy Germany GmbH Germany Qatar Tennis Federation German Open Sponsor QatarGas Energy Germany GmbH Germany Qatar Tennis Federation German Open Sponsor Qatar Oil Germany GmbH Petroleum Germany Qatar Tennis Federation German Open Sponsor Qatar Council Government Germany GmbH for Culture Italy FIT Title Sponsor BNL Financial Services Italy FIT Sponsor Peugeot Automotive Italy FIT Sponsor Equipment/Clothing Italy FIT Sponsor Farmacia Pharmaceuticals Lopriore Italy FIT Sponsor Australian Sports Equipment/Clothing UK LTA Stella Artois Title Sponsor Stella Artois Alcohol -2009 UK LTA Stella Artois Sponsor Lucozade Non-Alcoholic Drink Championship Sport

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Table 1.88. Tennis – Individual Endorsements

Country Rights Holder Event Property description Sponsor Industry sector Fee PA UK Andrew Murray Endorsement Highland Spring Non-Alcoholic Drink £250,000 UK Andrew Murray Endorsement Fred Perry Sports Equipment/Clothing £1m UK Andrew Murray Endorsement Royal Bank of Scotland Financial Services £1m UK Andrew Murray Endorsement Tag Heuer Time Keeping £250,000 UK Andrew Murray Endorsement Head Sports Equipment/Clothing £1m UK Andrew Murray Endorsement David Lloyd Leisure Leisure £200,000 Russia Maria Sharapova Endorsement Prince Sports Equipment/Clothing Russia Maria Sharapova Endorsement Pepsi Non-Alcoholic Drink £11m Russia Maria Sharapova Endorsement Canon Digital Imaging Russia Maria Sharapova Endorsement Colgate Toiletries Russia Maria Sharapova Endorsement Land Rover Automotive Russia Maria Sharapova Endorsement Nike Sports Equipment/Clothing Russia Maria Sharapova Endorsement Tag Heuer Time Keeping Switzerland Roger Federer Endorsement Nike Sports Equipment/Clothing £7m Switzerland Roger Federer Endorsement Wilson Sports Equipment/Clothing Switzerland Roger Federer Endorsement Emmi Non-Alcoholic Drink Belgium Justine Henin Endorsement Adidas Sports Equipment/Clothing Belgium Justine Henin Endorsement Randstad Recruitment Belgium Justine Henin Endorsement Wilson Sports Equipment/Clothing Belgium Justine Henin Endorsement Rolex Time Keeping Switzerland Martina Hingis Endorsement Adidas Sports Equipment/Clothing Switzerland Martina Hingis Endorsement Yonex Sports Equipment/Clothing Switzerland Martina Hingis Endorsement Omega Time Keeping Switzerland Martina Hingis Endorsement Phiten Health Products Switzerland Martina Hingis Endorsement V-Zug White Goods Spain Rafael Nadal Endorsement Nike Sports Equipment/Clothing Spain Rafael Nadal Endorsement Kia Automotive Spain Rafael Nadal Endorsement Sports Equipment/Clothing Spain Rafael Nadal Endorsement Cola Cao Non-Alcoholic Drink Spain Rafael Nadal Endorsement Ferroli Air Conditioning / Heating

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Table 1.89. Winter Sports Sponsorship

Country Rights Event Property description Sponsor Industry sector Fee PA Duration Holder International FIS Alpine Ski World Cup Title Sponsor Audi Automotive International FIS World Cup Cross Country/ Presenting Title Sponsor Viessmann Boilers Sponsor World Cup Ski Jumping International FIS World Cup Ski Jump Title Sponsor E.ON Energy International FIS World Cup Nordic Combined Title Sponsor Warsteiner Alcohol International FIS Presenting Sponsor FIS World Cup Title Sponsor Rauch Non-alcoholic Drinks Cross-Country and Nordic Combined International FIS Snowboard World Cup Title Sponsor Nokia Telecommunications International FIS Various Snowboard events Title Sponsor Corona Alcohol International FIS Tour de Ski Title Sponsor Kraft Sports Equipment/Clothing International FIS World Cup/Grand Prix Ski Jumping Sponsor/Supplier Ricoh Office Equipment International FIS World Cup Cross-Country / World Cup Sponsor/Supplier Epson Office Equipment Nordic Combined International FIS World Cup Freestyle Sponsor/Supplier Deltatre Digital Information Services

International FIS Alpine World Cup Sponsor/Supplier Longines Time Keeping International FIS World Cup Cross-Country / World Cup Sponsor/Supplier Swiss Timing Time Keeping Nordic Combined / World Cup/Continental Cup Ski Jumping International FIS Sponsor/Supplier HPG Construction International FIS Sponsor/Supplier Novius Web Design

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Table 1.90. Naming Rights Sponsorship 1

Country Primary Sport City Venue Name Sponsor Industry sector Fee PA Duration Sponsor Team since Czech Prague Sazka Arena Sazka Lottery 2004 Republic Czech Ice Hockey Prague T-Mobile Arena T-Mobile Telecommunications HC Sparta Prague Republic Czech Football Prague Toyota Arena Toyota Automotive Sparta Prague Republic Denmark Football Herning SAS Arena SAS Airline FC Midtjylland Finland Football Helsinki Finnair Stadium Finnair Airline 2000 HJK Helsinki Finland Various Helsinki Hartwall Areena Hartwall Alcohol Germany Football Munich Allianz Arena Allianz Financial Services €6m 2005-20 2005 Bayern Munich / 1860 Munich Germany Football Hamburg AOL Arena AOL Internet €3m 2001-06 2001 Hamburg Germany Basketball Bremen AWD Dome AWD Financial Services €.65m 2005-10 2005 Germany Football Hanover AWD-Arena AWD Financial Services €2m 2002-10 2002 Hanover 96 Germany /Handball Hanover AWD-Hall AWD Financial Services €.2m 2005-09 2005 Germany Ice Hockey / Hamburg Color Line Arena Color Line Leisure €1m 2001-11 2001 Handball Germany Football Frankfurt Commerzbank-Arena Commerzbank Financial Services €3m 2005-15 2005 Eintracht Frankfurt Germany Various Riesa erdgas Arena erdgas Energy 2002-12 2002 Germany Football Dusseldorf LTU arena LTU Airline 2004 Fortuna Düsseldorf Germany Various Stuttgart Porsche Arena Porsche Automotive €.5m 2006-26 2006 Germany Basketball Cologne GEW Energy Dome GEW Energy €2m 2001 RheinEnergie Köln Germany Football Stuttgart Gottlieb-Daimler Stadion Daimler Chrysler Automotive €5.5m unlimited 1993 VfB Stuttgart one off Germany Ice Hockey Bad Tölz Hacker-Pschorr Arena Hacker Pschorr Alcohol 2003-10 2003 Germany Ice Hockey Heilbronn Knorr Arena Knorr Food €.05m 2002-07 2002 Germany Handball Oberhausen König Pilsener Arena König Pilsener Alcohol €.5m 2002-12 2002 Germany Ice Hockey Krefeld KönigPalast König Pilsener Alcohol 2004-14 2004 Germany Football Cologne RheinEnergieStadion RheineEnergie Energy €2m 2002-09 2002 FC Köln

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Table 1.91. Naming Rights Sponsorship 2

Country Primary Sport City Venue Name Sponsor Industry sector Fee PA Duration Sponsor Team since Germany Basketball Würzburg s.Oliver Arena s.Oliver Clothing €.05m 2004-09 2004 Germany Ice Hockey / Mannheim SAP Arena SAP Software Contra 2005-15 2005 Handball Germany Ice Hockey Duisburg Scania Arena Scania Automotive €.5m 2004-07 2004 Germany Football Bielefeld Schuco Arena Schüco Windows Arminia Bielefeld Germany Football Dortmund Signal Iduna Park Signal Iduna Financial Services €4m 2005-11 2005 Borussia Dortmund Germany Ice Hanover TUI Arena TUI Travel €1m 2004-09 2004 Hockey/Handball

Germany Football Gelsenkirchen Veltins-Arena Veltins Alcohol €3m 2005-15 2005 Schalke 04 Germany Football Wolfsburg Volkswagen Arena Volkswagen Automotive €26m unlimited Wolfsburg one off Germany Basketball Braunschweig Volkswagen Halle Volkswagen Automotive Contra 2000-20 2000 Germany / Mönchengladbach Warsteiner HockeyPark Warsteiner Alcohol Germany Football Nurnberg easyCredit.com stadium easyCredit Financial Services 2006-11 Italy Various Milan Fila Forum Fila Sports Equipment / Clothing Italy Various Land Rover Arena Land Rover Automotive Fortitudo Bologna Basketball Siemens Arena Siemens Telecommunications 2004 BC Lietuvos Rytas Netherlands Football Enschede Arke Stadion Arke Travel FC Twente Netherlands Football Alkmaar DSB Stadion DSB Financial Services 2006 AZ Alkmaar Netherlands Football Dordrecht GN Bouw Stadion GN Bouw Construction 1996 FC Dordrecht. Netherlands Football Kras Stadion Kras Recycling FC Volendam Netherlands Various Waalwijk Mandemakers Kitchens Netherlands Football Almere Mitsubishi Forklift Stadion Mitsubishi Automotive FC Omniworld Netherlands Football Eindhoven Philips Consumer unlimited 1913 PSV Eindhoven Netherlands Football Emmen Univé Stadion Univé Financial Services 2001 FC Emmen Netherlands Football Sittard Wagner & Partners Wagner & Accountancy Fortuna Sittard Stadion Partners

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Table 1.92. Naming Rights Sponsorship 3

Country Primary Sport City Venue Name Sponsor Industry sector Fee PA Duration Sponsor Team since Ice Hockey Košice Steel Aréna United States Steel 2006 HC Košice Steel Corp Spain Football Pamplona Estadio Reyno de Reyno de Govt/Tourism €.8m 2006/09 CA Osasuna Spain Football Mallorca ONO Estadi ONO Telecommunications RCD Mallorca Spain Various Madrid Telefónica Arena Telefónica Telecommunications Sweden Various Södertälje AXA Sports AXA Financial Services Södertälje SK Sweden Football Örebro Behrn Arena Behrn Property Sweden Ice Hockey Linköping Cloetta Center Cloetta Fazer Food 2004 Linköpings HC Sweden Ice Hockey Luleå Coop Arena Coop Retail 2002 Luleå HF Sweden Ice Hockey Leksand Ejendals Arena Ejendals Clothing 2005 Leksands IF Sweden Ice Hockey Timrå E.ON Arena E.ON Energy 2003 Timrå IK Sweden Ice Hockey Mora FM Mattsson Arena FM Mattsson Construction Mora IK Products Sweden Football Ljungskile H.A.Bygg Arena H.A.Bygg Construction Ljungskile SK Sweden Ice Hockey Jönköping Kinnarps Arena Kinnarps Office Furniture 2000 HV71 Sweden Ice Hockey Gävle Läkerol Arena Läkerol Food 2006 Brynäs IF Sweden Ice Hockey Karlstad Löfbergs Lila Arena Löfbergs Lila Non-Alcoholic Drinks 2001 Färjestads BK Sweden Football Sundsvall Norrporten Arena Norrporten Property 2006 GIF Sundsvall. Sweden Ice Hockey Skellefteå Skellefteå Kraft Arena Kraft Food 2006 Skellefteå AIK Sweden Ice Hockey Örnsköldsvik Swedbank Arena Swedbank Financial Services 2006 MODO Sweden Various Umeå SkyCom Arena SkyCom Telecommunications 2005 IF Björklöven / Tegs SK Switzerland Ice Hockey Lucerne Swiss Life Arena Swiss Life Financial Sevices HC Luzern Lakers UK Football Bradford Intersonic Stadium Intersonic Computers Bradford City UK Football Stoke-on-Trent Britannia Stadium Britannia Financial Sevices 1997 Stoke City UK Football Darlington The 96.6 TFM Darlington 96.6 FM Media 2005 Darlington F.C Arena

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Table 1.93. Naming Rights Sponsorship 4

Country Primary Sport City Venue Name Sponsor Industry sector Fee PA Duration Sponsor Team since UK Football London Emirates Stadium Emirates Airline £4m est 2006-13 2006 Arsenal UK Football/Rugby Huddersfield Galpharm Stadium Galpharm Healthcare 2004 Huddersfield Town / UK Ice Hockey / Sheffield Hallam FM Arena Hallam FM Media Sheffield Steelers / Basketball Sheffield Sharks UK Football/Rugby Wigan JJB Stadium JJB Retail 1999 Wigan Athletic / Wigan Warriors UK Football/Rugby Hull KC Stadium Kingston Telecommunications 2002 Hull City / Hull F.C Communications UK Football York Kit-Kat Crescent Kit-Kat Food York City UK General Manchester Manchester Evening MEN Group Media News Arena UK Football Scarborough McCain Stadium McCain Food Scarborough UK Various Newcastle Metro Radio Arena Metro Radio Media Newcastle UK Various Burton-on-Trent Pirelli Stadium Pirelli Automotive Products 2005 Burton Albion F.C UK Football Bolton Reebok Stadium Reekbok Sports Equipment / £1m est 1997 Bolton Wnaderers Clothing UK Football Coventry Ricoh Arena Ricoh Office Equipment $20m total Coventry City UK Football Chester Saunders Honda Saunders Honda Automotive Retail Chester City UK Football Leicester Walkers Stadium Walkers Food 2002-12 2002 Leicester City UK Football/Rugby Swansea Liberty Stadium Liberty Property 2005 Swansea City/Ospreys UK Football Reading Madjeski Stadium Fosters Alcohol £1m est 2006-09 2006 Reading F.C UK Cricket Chelmsford Ford Automotive £.5m 2005-09 2006 Essex CCC UK Cricket Leeds Headingley Carnegie Leeds Met Academia 2006-16 2006 Yorkshire County Stadium University Cricket Club UK Cricket London The Brit Oval Brit Insurance Financial Services £0.45m 2006-10 2006 Surrey CCC

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SECTION TWO. SPORT ON TELEVISION IN EUROPE

Television coverage of sport is vital to most major sponsors because of the exposure it delivers to the sponsoring brands. Although, as discussed elsewhere in this report, the value of press, web and radio coverage should not be underestimated, for the big sponsors at least, it is television that delivers mass audiences.

For many of the major sponsorships, such visibility is the cornerstone of the entire programme because activation through promotions, events and merchandising etc is based on the awareness that television delivers.

As a result a small, but highly sophisticated, industry has emerged which measures the exposure brands receive by analysing every second of coverage and reporting the total time in which a brand has been visible during the programme.

Rights holders television reports

Because of the importance of television viewing statistics to sponsors, many rights holders have commissioned their own research to help lure (or retain) commercial partners to their properties.

Typically such television reports include the number of broadcasts, the territories, the channels, the cumulative duration and the cumulative audience. The data for broadcast times, channels and duration should be both detailed and completely accurate. The big problem for potential sponsors has been the cumulative viewing figures. In some cases reports for the global sports events ran into the tens of billions – several times the population of the planet in what appeared to be a macho competition between the global sports giants. Quite how such figures were delivered wasn‟t always entirely clear and in some cases it appears that a 30-second slot in a Chinese news bulletin was given equal weighting to a full dedicated programme.

Fortunately, this type of reporting has now subsided as sponsors are now far too sophisticated to take notice of such figures and demand a more realistic reporting model. Similarly, the highly professional research agencies that work for the rights holders also work for sponsors and can‟t afford to risk their reputations by putting their name to inaccurate data reporting.

Although the major sports properties do now provide potential sponsors with reams of television data, it is still important for interested companies to put the data into context. What is the television environment in the target market? How does the property under consideration compare to other sports on television? How does it perform in specific markets? Crucially, does the television analysis appear to deliver an audience that will meet the sponsors‟ objectives?

Background Data

To assist in such decision making, it is important to have background television reporting data that ranks the overall channel share, the headline ratings for individual sports/events and declared viewing preferences.

The fact that sport has become a driver for subscription television has caused a certain amount of distortion to the viewing figures as an indicator of sports popularity. For example, in most major markets in Europe, the prime football league offering is on pay-TV. This means that live matches are restricted to channels that, although significant in terms of audience size, rarely come near the audience figures for major events on free-to-air .

The result is that mass interest sports or sporting events do not always dominate the audience figures in the manner that they would have done. For sponsors this is a double-edged sword. On the one hand, it means mass audiences are more difficult to reach. However, set against this is the fact that subscription channels tend to feature more in-depth coverage of sport, and in many cases the quality of programming is better than on free-to-air.

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The sponsor‟s message is therefore more likely to be visible for longer periods and in a high quality television environment.

The data collated in this section of the report is from 2005. The year was chosen because it is the most recent period in which there has been no major sporting event such as the FIFA World Cup, the Olympic Games or the UEFA European Football Championship. Such events tend to dominate the television ratings for sport in most European countries and consequently make it difficult to read the true picture. 2005, therefore, provides a much more accurate view of the overall sports ratings in a particular country.

The ratings presented do therefore slightly underestimate the importance of sport in terms of demand on television. The major events discussed do occur regularly and do dominate the ratings to the extent that for the big five markets in Europe, France, Germany, Italy, Spain and the UK, the World Cup and European Championships regularly reach the top spot for television ratings overall, not just the sports ratings.

Indeed the tables demonstrate that even in 2005, a sports broadcast claimed the number one spot in the overall ratings in France, Portugal, Spain and German speaking Switzerland.

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Austria

As with many Nordic/Alpine countries, Austrians have a preference for winter sports above all other events. The prime reason for this is that the mountainous country regularly produces top winter sports athletes who compete successfully on the international stage. The population of Austria, however, is too small to support major domestic or international football teams and other team sports have never been culturally popular in the country.

Table 2.1. Top Ten Sports Broadcasts Austria 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 ORF1 Sa 05/02 11:35 WORLD CHAMPIONSHIPS Winter Sports 105 21.1 1,612 81.7 DOWNHILL MEN 2 ORF1 Tu 25/01 20:36 SLALOM MEN SCHLADMING Winter Sports 95 19.5 1,491 49.1 SECOND HEAT 3 ORF1 Sa 29/01 11:37 WORLD CHAMPIONSHIPS Winter Sports 104 18.0 1,377 76.6 SUPER G MEN 4 ORF1 Su 13/02 12:52 WORLD CHAMPIONSHIPS Winter Sports 63 17.9 1,370 72.2 SLALOM TEAM COMPETITION 5 ORF1 Su 23/01 13:08 SLALOM MEN KITZBUEHEL Winter Sports 65 17.9 1,366 71.6 SECOND HEAT 6 ORF1 Sa 12/02 13:20 WORLD CHAMPIONSHIPS Winter Sports 73 17.5 1,341 68.5 SLALOM MEN SECOND HEAT 7 ORF1 Sa 15/01 12:20 DOWNHILL MEN WENGEN Winter Sports 85 17.3 1,326 77.4

8 ORF1 Su 30/01 11:36 WORLD CHAMPIONSHIPS Winter Sports 108 16.9 1,293 73.3 SUPER G WOMEN 9 ORF1 Su 06/02 11:36 WORLD CHAMPIONSHIPS Winter Sports 86 16.1 1,233 72.5 DOWNHILL WOMEN 10 ORF1 Su 27/11 20:24 SUPER G MEN LAKE LOUISE Winter Sports 85 16.1 1,231 36.9

Top Non-Sport ORF 1 Tu 08/02 20:15 VILLACHER FASCHING 2005 Event 119 25.9 1,977 62.5 Sources : Eurodata TV - AGTT

Football is, however, popular enough in the country to receive strong viewing figures when a major event is taking place hence the high level of football appearances (38) in the top 100 broadcasts in 2004 during the UEFA European Championships as seen in Chart 2.1. In 2005 football‟s 16 appearances in the top 100 sports broadcasts are largely made up of World Cup Qualifying matches featuring the home nation.

Football also occasionally appears among the leading broadcasts when one of the top domestic club teams from the T-Mobile Bundesliga feature in European club competitions such as the Champions League or the UEFA Cup.

Formula One remains a relatively popular televised sport in Austria although broadcasts rarely break into the top one hundred. Popularity stems partly from the legacy of one of the country‟s greatest sporting heroes, Niki Lauda. Lauda was the most successful racing driver of the mid 1970‟s when he won two Drivers World Championships (he won a third in 1984). His status as a sporting icon was enhanced by his comeback from a severe accident in which he received major burns and was even administered the last rites.

The popularity of Formula One in Austria is also in part the result of the country hosting an annual Grand Prix between the years 1964-2003 (although the event was removed from the calendar between 1987-97 because of safety fears).

The A-1 Ring near Spielburg, which held the Grands Prix from 1997, regularly achieved live attendance figures of more than 200,000 for an F1 weekend, although many visitors were from neighbouring countries. The Grand Prix was eventually removed from the Formula One calendar as a result of the desire to reduce the number of European Grands Prix, especially in countries with small populations, in favour of spreading the sport around the globe.

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Chart 2.1. Top 100 Sports Broadcasts Analysis – 2003-05 Austria

2 1

25

60

80

73

38 3

16

1

2003 2004 2005

Soccer Formula 1 Winter Sports Others

Sources : Eurodata TV - AGTT

2003 2004 2005 Soccer 1 38 16 Formula 1 1 0 3 Winter Sports 73 60 80 Others 25 2 1

Television Universe – Austria The dominant channels in terms of market share in Austria are the public service ORF network with a combined share of just below 50%. ORF 1 tends to broadcast most of the major sports events such as winter sports, football and Formula One.

Table 2.2. TV Universe Analysis – Austria

Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks ( / No) (Yes / No) ORF 2 26.9 Public No Yes ORF 1 20.3 Public No Yes SAT 1 6.2 Private No Yes RTL 5.6 Private No Yes PRO 7 4.5 Private No Yes ARD 3 4.1 Public No Yes ZDF 3.9 Public No Yes ARD 3.6 Public No Yes VOX 3.2 Private No Yes SUPER RTL 3.1 Private No Yes RTL 2 2.7 Private No Yes KABEL 1 2.6 Private No Yes ATV+ 2.4 Private No Yes 3 SAT 1.3 Public No No Private No Yes OTHERS 8.6 No

162

Chart 2.2. TV Market Share by Channel – Austria 2005

ORF 2 26.9

ORF 1 20.3 SAT 1 6.2

RTL 5.6

PRO 7 4.5

ARD 3 4.1

ZDF 3.9 ARD 3.6

VOX 3.2 SUPER RTL 3.1

RTL 2 2.7

KABEL 1 2.6

ATV+ 2.4

3 SAT 1.3 EUROSPORT 1.0

OTHERS 8.6

- 5.0 10.0 15.0 20.0 25.0 30.0

%

Source: TELETEST / FESSEL - GFK

Average daily viewing in Austria is relatively low at 157 minutes compared to the average of 191.5 minutes among the countries featured.

Table 2.3. Average Viewing, Universe Size , Panel Analysis – Austria

Average daily viewing time per individual for 2005 157 Minutes Size of the universe (total individuals) : 7,645,000 Size of the panel (total individuals) : 3,631 Size of the panel (households) : 1,500

Time slot : 03:00 - 27:00 Source: TELETEST / FESSEL - GFK

163

Belgium North

The major sports broadcaster in Belgium North (Flanders) in terms of market share is Canvas, which dominates the top broadcast list in 2005. The broadcaster is not, however, the region‟s largest, and sports programming on other channels has frequently delivered large audiences. VTM, for example, a much bigger broadcaster in terms of overall market share, has the rights to the UEFA Champions League, while Kanaal 2 had rights to the 2006 FIFA World Cup which delivered the biggest audiences in that year.

Table 2.4. Top Ten Sports Broadcasts Belgium North 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 CANVAS Su 10/04 13:01 CYCLING. PARIS-ROUBAIX Cycling 293 17.4 988 65.8 2 CANVAS Fr 18/02 19:31 ANTWERPEN: Tennis 79 17.1 976 35.7 CLIJSTERS/WILLIAMS 3 KANAAL 2 We 30/03 20:30 2006 FIFA WORLD CUP Soccer 93 17.1 973 34.9 QUALIFIER - SAN MARINO - BELGIUM 4 CANVAS Fr 09/09 21:55 US OPEN 1/2F WOMEN Tennis 144 17.1 971 46.3 5 CANVAS Su 30/01 13:59 CYCLOCROSS WORLD CUP. Cycling 76 16.5 936 66.5 SANKT WENDEL 6 VTM Su 23/01 19:25 STADION Magazine 30 16.1 915 35.2 7 CANVAS Su 23/10 18:00 BELGIAN CHAMPIONSHIP - Soccer 93 15.9 902 45.1 ANDERLECHT / CL.BRUGGE 8 KANAAL 2 Sa 26/03 20:16 2006 FIFA WORLD CUP Soccer 93 15.6 887 36.9 QUALIFIER - BELGIUM / BOSNIA-H. 9 EEN Su 13/11 19:21 SPORTWEEKEND Magazine 26 15.5 883 39.1 10 CANVAS We 14/09 20:45 C1 UEFA ELIM.: CL.BRUGGE / Soccer 94 15.1 859 32.5 JUVENTUS

Top Non-Sport EEN Su 13/02 20:52 WITSE Series 56 31.8 1,813 58.1 Sources : Eurodata TV - CIM - Audimetrie

Chart 2.3. Top 100 Sports Broadcasts Analysis – 2003-05 Belgium North

4 10 23 11 5 13

32 33

72 53 44

2003 2004 2005

Soccer Cycling Others Tennis

2003 2004 2005 Soccer 44 72 53 Cycling 33 13 32 Others 0 11 5 Tennis 23 4 10 Source: Eurodata TV - CIM - Audimetrie

164

The leader in terms of both overall market share and peak viewing figures is public broadcaster EEN, although the channel is not a significant carrier of sports content.

Table 2.4 and Chart 2.3 demonstrate the high level of interest in Belgium in cycling. The country produced arguably the world‟s greatest ever cyclist in and the sport has always been culturally popular with some of the top racing teams such as Davitamon Lotto, Quick Step and Unibet.com based in Belgium.

The country is also host to several events on the UCI Tour calendar including the Ronde van Vlaanderen (), Gent-Wevelgem, La Flèche Wallonne, Liège-Bastogne-Liège and the Eneco Tour of Benelux.

The most popular football matches screened in 2005 are a combination of domestic club matches and internationals featuring Belgium. The domestic league clash between two of the North‟s biggest clubs, Anderlecht and Brugge, drew a large television audience as did Brugge‟s Champions League tie with Juventus.

As mentioned earlier, a major football tournament such as the World Cup, especially if it features Belgium, will have a dramatic impact on sports viewing figures. This can be seen in Chart 2.3 where the impact of Euro 2004 increased the number of appearances football had in the top 100 broadcasts by around 50%.

Tennis‟s standing in the rankings is mainly down to the popularity of local players Kim Clijsters who hails from Flanders and Justine Henin. This is especially the case for the top 100 sports analysis for 2003 when Clijsters was ranked as the world‟s number one on the women‟s circuit, although she was defeated in the French Open in an all Belgian final with Henin.

Tennis is, however, a popular sport in Belgium and in the recent past high television ratings have been evident for Davis Cup matches featuring the home nation.

Despite Belgium hosting a Formula One Grand Prix in 2004 and 2005 (it was not chosen in 2006 although F1 returned in 2007) and having a long history of hosting the event, the sport does not make a major impact on TV ratings. The popularity of the sport, however, is much greater in Wallonia in the south of the country where the Spa –Francorchamps circuit is based. The Zolder circuit in Flanders has not hosted Formula One since 1984.

Table 2.5. TV Universe Analysis – Belgium North

Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) EEN 26.97 Public Cable Restricted VTM 21.99 Private Cable Yes KETNET / CANVAS 9.43 Public Cable Restricted VT4 6.44 Private Cable Yes KANAAL 2 5.6 Private Cable Yes VIJF 2.42 Private Cable Yes VITAYA 2.39 Private Cable Yes REGIONALE ZENDERS 1.89 Private Cable Yes NOORD NED 2 1.56 Foreign (public) Cable

NED 1 1.53 Foreign (public) Cable

NICKELODEON / MTV 1.5 Private Cable Yes OTHERS 18.28 Source: Eurodata TV - CIM - Audimetrie

165

Chart 2.4. TV Market Share by Channel –Belgium North 2005

EEN 27.0

VTM 22.0

KETNET / CANVAS 9.4

VT4 6.4

KANAAL 2 5.6

VIJF 2.4

VITAYA 2.4

REGIONALE ZENDERS NOORD 1.9

NED 2 1.6

NED 1 1.5

NICKELODEON / MTV 1.5

OTHERS 18.3

0.0 5.0 10.0 15.0 20.0 25.0 30.0

%

Source: CIM / AUDIMETRIE

Northern Belgium‟s television universe is dominated by EEN and VTM which have approximately 50% of the market between them. There are three other significant players in Canvas, VT4 and Kanaal 2. While both Canvas and Kanaal 2 carry sports content, VT4 is more focussed on carrying American programming such as Friends and The Simpsons aimed at the youth market.

Average television viewing time in Northern Belgium is slightly lower than the European average at 178 minutes per day (average 191.5 minutes).

Table 2.6. Average Viewing, Universe Size , Panel Analysis – Belgium (N)

Average daily viewing time per individual for 2005 178 Minutes Size of the universe (total individuals) : 5,693,000 Size of the panel (total individuals) : 1,750 Size of the panel (households) : 750 Time slot : 02:00 - 26:00

Source: CIM / AUDIMETRIE

166

Belgium South

Justine Henin‟s victory over France‟s Mary Pierce in the 2005 Roland Garros final topped the sports television ratings for Belgium South (Wallonia).

Table 2.7. Top Ten Sports Broadcasts Belgium South 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 LA DEUX Sa 04/06 15:01 TENNIS ROLAND GARROS - Tennis 112 15.5 630 51.7 WOMEN FINAL 2 CLUB RTL We 30/03 20:30 2006 FIFA WORLD CUP Soccer 92 13.5 549 29.2 QUALIFIER - ST-MARINO / BELGIUM 3 CLUB RTL Sa 08/10 20:46 2006 FIFA WORLD CUP Soccer 93 12.2 495 28.3 QUALIFIER - BELGIUM / SPAIN

4 CLUB RTL Sa 26/03 20:16 2006 FIFA WORLD CUP Soccer 93 11.8 479 28.6 QUALIFIER - BELGIUM / BOSNIA 5 CLUB RTL Sa 04/06 20:18 2006 FIFA WORLD CUP Soccer 96 11.6 470 27.2 QUALIFIER - SERBIA-M. / BELGIUM 6 LA UNE Su 11/09 13:28 F1 - GRAND PRIX OF BELGIUM Formula 1 110 11.4 462 36.8

7 CLUB RTL We 19/10 20:45 CHAMPIONS LEAGUE - Soccer 95 11.2 455 23.6 ANDERLECHT / LIVERPOOL 8 CLUB RTL We 28/09 20:44 CHAMPIONS LEAGUE - Soccer 93 11.0 445 24.6 ANDERLECHT / SEVILLIA 9 CLUB RTL We 25/05 20:47 CHAMPIONS LEAGUE - Soccer 134 10.8 439 27.3 AC.MILANO / LIVERPOOL 10 CLUB RTL Tu 13/09 20:45 CHAMPIONS LEAGUE - Soccer 93 10.6 432 24.5 CHELSEA / ANDERLECHT

Top Non-Sport RTL-TVI We 26/01 19:00 LE JOURNAL DE 19 HEURES News 43 22.2 900 50.8 Sources : Eurodata TV - CIM - Audimetrie

Chart 2.5. Top 100 Sports Broadcasts Analysis – 2003-05 Belgium South

1 1 1 2 2 5 10 16 11 17 13 12 17 20

69 55 48

2003 2004 2005

Soccer Cycling Formula One Tennis Athletics Others

2003 2004 2005 Soccer 48 69 55 Cycling 20 12 17 Formula One 13 11 17 Tennis 16 5 10 Athletics 2 2 0 Others 1 1 1 Source: Eurodata TV - CIM - Audimetrie 167

Henin, born in Wallonia, has since retained the title in consecutive years and is ranked world number one in 2007 and her appearance in a major final is guaranteed to deliver a very high audience rating.

The biggest sport in Wallonia, however, is football, which dominates the top ten and 100 ratings. The most popular matches in 2005 featured the national team in FIFA World Cup qualifiers that took up positions 2-5 in the top ten broadcasts.

The effect of Euro 2004 can again be seen in Chart 2.5 with the event pushing football close to the 70% mark for appearances in the top 100.

Domestic football was represented by Anderlecht in the Champions League with positions 7,8 and 10 and the popularity of the competition is demonstrated by the fact that the final, between Liverpool and Milan, also made the top 10.

Despite not being as popular in Wallonia as in Flanders, cycling is still a major sport and consistently accounts for around 15% of the most watched sports programmes. The major international events such as the Tour de France tend to vie with the local Wallonian UCI events, the Liège-Bastogne-Liège and La Flèche Wallonne for cycling‟s highest ratings.

The location of the Spa –Francorchamps circuit in Wallonia is partially responsible for the much greater level of interest in the sport in Wallonia than in Flanders. In most years the majority of Grands Prix, and certainly those in convenient times zones, are among the top 100 most viewed sports events. In recent years, when no major football events have dominated the top ten ratings, Grands Prix have taken up to three slots in the top 10.

Since 2005, the market television market in Belgium has been shaken up by the entry of Belgacom. The telecommunications company shocked the industry with its successful €108 million, three year bid for domestic league football rights. In June 2007, however, it suggested that the deal hadn‟t delivered the results it hoped for. It could face further difficulties following match fixing allegations made against the now second division Wallonian club La Louviere.

An analysis of the Wallonian TV universe shows that there is no dominant broadcaster although RTL‟s TVI does lead in both market share and highest peak viewing figures. Many viewers watch the French channel TF1, and France 2 and 3 also achieve high ratings.

Table 2.8. TV Universe Analysis – Belgium South

Channel Name Market Private / Public Analogue Advertising Share (%) terrestrial Breaks (Yes / No) (Yes / No) RTL TVI 17.9 Private Cable Yes TF1 16.42 Foreign (private) Cable LA UNE 14.04 Public Cable Yes FRANCE 2 8.54 Foreign (public) Cable CLUB RTL 5.11 Private Cable Yes FRANCE 3 4.99 Foreign (public) Cable AB3 3.75 Private Cable Yes LA DEUX 3.01 Public Cable Yes AB4 2.07 Private Cable Yes PLUG TV 1.45 Private Cable Yes FRANCE 5 / 1.34 Foreign (public) Cable TV5 1.21 Foreign (public) Cable BE1 0.65 OTHERS 19.55 Source: Eurodata TV - CIM - Audimetrie 168

Club RTL, which has rights to the Champions League and the Belgian Cup and international football featuring Belgium, has the highest number of peak sports programmes. La Une and La Deux, however, still achieve high sports ratings for events such as tennis and Formula One despite having lower market share than RTL.

Chart 2.6. TV Market Share by Channel – Belgium South 2005

RTL TVI 17.9

TF1 16.4

LA UNE 14.0

FRANCE 2 8.5

CLUB RTL 5.1

FRANCE 3 5.0 AB3 3.8

LA DEUX 3.0

AB4 2.1

PLUG TV 1.5

FRANCE 5 / ARTE 1.3

TV5 1.2

BE1 0.65 OTHERS 19.6

0.0 5.0 10.0 15.0 20.0 25.0

%

Source: Eurodata TV - CIM - Audimetrie

Average daily viewing time in Wallonia, at 224 minutes, is more than half an hour per day longer than the European average and more than ¾ hour longer than neighbouring Flanders.

Table 2.9. Average Viewing, Universe Size, Panel Analysis – Belgium (S)

Average daily viewing time per individual for 2005 224 minutes Size of the universe (total individuals) : 4,066,000 Size of the panel (total individuals) : 1,750 Size of the panel (households) : 750 Time slot : 02:00 - 26:00 Source: Eurodata TV - CIM - Audimetrie

169

Denmark

The favourite television spectator sport in Denmark is undoubtedly handball despite the fact that World Cup football occupied the top three sports broadcasts in the country in 2005. Football does have the ability to drive big television audiences when an important international match featuring the home nation is aired, but overall handball takes the lion‟s share of the top 100 sports.

Furthermore, in years when there are no major Danish football internationals, handball does tend to take top spot. It is also important to note that Women‟s handball is a very popular sport in the country and in recent years has dominated the top television rankings during the Women‟s World Championship.

Table 2.10. Top Ten Sports Broadcasts Denmark 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 TV 2 Sa 08/10 20:02 2006 FIFA WORLD CUP Soccer 101 26.7 1,389 65.2 QUALIFIER - DENMARK / GREECE 2 TV 2 We 08/06 20:02 2006 FIFA WORLD CUP Soccer 95 26.3 1,367 67.7 QUALIFIER - DENMARK / 3 TV 2 We 07/09 20:01 2006 FIFA WORLD CUP Soccer 100 24.7 1,287 66.5 QUALIFIER - DENMARK / 4 TV 2 Th 15/12 18:55 HANDBALL WORLD CUP 2005 - Handball (w) 81 24.1 1,255 62.8 DENMARK / ROMANIA 5 TV 2 Mo 12/12 18:55 HANDBALL WORLD CUP 2005 - Handball (w) 82 24.0 1,250 63.5 DENMARK / UKRAINE 6 TV 2 Tu 13/12 18:55 HANDBALL WORLD CUP 2005 - Handball (w) 82 22.7 1,186 60.6 FRANCE / DENMARK 7 TV 2 We 17/08 20:05 FRIENDLY GAME - DENMARK / Soccer 102 22.1 1,150 62.1 ENGLAND 8 TV 2 Fr 09/12 18:56 HANDBALL WORLD CUP 2005 - Handball (w) 83 21.5 1,123 57.3 AUSTRIA / DENMARK 9 TV 2 We 07/12 18:54 HANDBALL WORLD CUP 2005 - Handball (w) 83 21.0 1,097 57.2 DENMARK / TYSKLAND 10 TV 2 We 09/02 20:33 2006 FIFA WORLD CUP Soccer 104 20.9 1,086 50.8 QUALIFIER - GREECE / DENMARK

Top Non-Sport DR1 Su 13/02 19:59 KRONIKEN Series 59 49.8 2,591 88.7 Sources : Eurodata TV - TNS Gallup

The relatively low number of football entries in the top 100 broadcasts is mainly down to the fact that Denmark doesn‟t have a strong domestic league and the country‟s clubs rarely progress in major European club competitions. The top football broadcasts, therefore, are confined to appearances by the national team and major club fixtures such as the Champions League final.

Aside from the two dominant sports of handball and football, several other sports do routinely make it into the top 100 sports broadcasts. This was particularly evident in 2003 when there were no major international football matches to influence the figures. In 2003 Denmark was particularly successful in World Championship rowing and but other sports such as ice hockey and boxing also regularly feature in the top 50 events.

The country also has a reasonable television interest in cycling as seen in Chart 2.7. Interest in the sport was boosted in the mid 1990‟s by the success of the Dane who won the 1997 Tour de France. He later admitted using banned substances and is no longer considered the winner by the Tour‟s organiser, ASO. Riis is, however, the owner and manager of the CSC team based in Denmark that competes in major UCI calendar events and this has helped to maintain interest in the sport.

170

Chart 2.7. Top 100 Sports Broadcasts Analysis – 2003-05 - Denmark

33 52 65

21

4 4

28 13 42 2

16 20

2003 2004 2005

Soccer Others Cycling Olympic Games Handball

2003 2004 2005 Soccer 16 42 20 Others 28 4 2 Cycling 4 0 13 Olympic Games 0 21 0 Handball 52 33 65 Source: Eurodata TV - TNS Gallup

In April 2007, the country‟s biggest broadcaster TV2, formed a joint venture with Sweden‟s Modern Times Group (MTG) in which TV2 merged its sports offerings with MTG‟s Viasat to form a new channel TV2 Sport. TV 2 Sport is available through the Viasat Pay-TV package to subscribers via Viasat‟s DTH satellite platform, through IPTV, and through third party cable networks. The new channel aims to broadcast 2,000 hours of live sport per year and has rights to most of the major Danish and International sports properties. The rights include the and cup, the Olympic Games, Euro 2008, the Champions League, all the major domestic and international handball events. It also has rights to the Tour de France and the UCI calendar as well as Formula One, Wimbledon and PGA golf.

An additional sports channel, „TV 2 Sport Xtra‟ has also been launched by the joint venture partners. This will broadcast events, which take place simultaneously to those screened on TV 2 Sport and will be broadcast in high definition (HD) when the format becomes available.

For major events such as the FIFA World Cup, Euro 2008, the Olympic Games and national/international handball, which require free-to-air broadcasts, coverage will remain on the free-to-air TV2 channel. More in-depth coverage of such events, however, will appear on TV2 Sport.

Free-to-air Champions League broadcasts in Denmark are on the TV3 channel and Kanal 5 has rights to the Spanish La Liga and a selection of English Premiership matches.

171

Table 2.11.TV Universe Analysis – Denmark

Channel Name Market Private / Analogue Advertising Share (%) Public terrestrial Breaks (Yes / No) (Yes / No) TV 2 35.81 Public/Private Yes Yes DR 1 28.03 Public Yes No TV 3 5.38 Private No Yes DR 2 4.7 Public No No TV DANMARK 3.91 Private Yes Yes TV 3+ 3.58 Private No Yes TV 2 ZULU 2.85 Private No Yes KANAL 5 2.3 Private No Yes CARTOON 1.53 Private No Yes DISCOVERY 1.09 Private No Yes TV 2 CHARLIE 1.05 Private No Yes OTHERS 9.77 Source: GALLUP TV-METER

Chart 2.8. TV Market Share by Channel –Denmark 2005

TV 2 35.8

DR 1 28.0

TV 3 5.4

DR 2 4.7

TV DANMARK 3.9

TV 3+ 3.6

TV 2 ZULU 2.9

KANAL 5 2.3

CARTOON 1.5

DISCOVERY 1.1

TV 2 CHARLIE 1.1

OTHERS 9.8

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0

%

Source: GALLUP TV-METER

172

Table 2.11a.TV Universe Analysis - Denmark

Channel Share Channel Share Channel Share (%) (%) (%) EUROSPORT 0.88 TV4 0.27 PRIVATE BLUE 0.11 DK4 0.69 NGC 0.27 TV 5 0.09 DISNEY 0.64 TDC EKSTRA 0.24 TV3 NORGE 0.08 ANIMAL PLANET 0.53 VOICE TV 0.22 PRO7 0.07 VIASAT SPORT 1 0.45 TV2 NORGE 0.22 TV1000 0.07 SV1 0.35 SV2 0.21 BBC WORLD 0.07 MTV 0.33 TV 2 FILM 0.21 TV3 SVERIGE 0.04 KANAL KOBENHAVN 0.32 ZDF 0.20 NRK 0.03 RTL+ 0.32 VH-1 0.18 TV1000 NORDIC 0.03 JETIX 0.31 SAT 1 0.15 VIASAT SPORT 3 0.02 HALLMARK 0.30 TV6 0.14 VIASAT SPORT 2 0.02 BBC PRIME 0.28 CNN 0.13 CANAL+ 0.01 TCM 0.28 INFOKANALER 0.12 CNBC 0.01 ARD 0.28 NDR 0.12 Source: GALLUP TV-METER

Average daily viewing time in Denmark, at 151 minutes, is significantly below the European average of 191.5 minutes.

Table 2.12. Average Viewing, Universe Size, Panel Analysis – Denmark

Average daily viewing time per individual for 2005 153 Minutes Size of the universe (total individuals) : 5,204,000 Size of the panel (total individuals) : 2,243 Size of the panel (households) : 2,455 Time slot : 02:00 - 25:59 Source: GALLUP TV-METER

173

Finland

Finland has a variety of sports, which compete for the number one broadcasting spot on an annual basis. Winter sports is the most popular overall sport but this can include several different disciplines. In 2005, for example, Ski Jumping recorded the highest sports viewing but in other recent years ice hockey gained number one spot during the World Championship and matches featuring Finland dominated the top 10 sports broadcasts.

With the 2005 Athletics World Championships having being staged in Helsinki, there was a boost to audience ratings because of the local interest and promotion. Athletics has, however, traditionally been a popular sport in the country and has witnessed strong viewing figures for major events.

Motorsport in Finland has been popular for many years and both Formula One and the World Rally Championship (WRC) receive large television audiences.

Formula One is particularly popular because of the strong showing in the past ten years of the Finnish drivers Mika Hakkinen (Drivers‟ Champion in 1998 and 1999) and Kimi Räikkönen. Räikkönen is currently (2007) number one driver at Ferrari and is challenging for the Drivers‟ Championship. Prior to the emergence of these two, the only Finn who had major success in Formula was Keke Rosberg who won the Driver‟s Championship in 1982.

Räikkönen‟s current standing virtually guarantees that Formula One broadcasts on MTV3 will feature prominently in the ratings. This is especially so for those Grands Prix in convenient time zones which will almost certainly feature in the country‟s top 30 sports broadcasts.

In motor rallying Finland hosts the annual Neste Rally, a World Rally Championship event which has been dominated in recent years by home-grown driver Marcus Grönholm who won five of the six events between 2000 and 2006.

In the 1990s the event was dominated by the Finns Tommi Mäkinen, who won five times, and Juha Kankkunen who won three times. Finnish drivers have also been very successful in the overall WRC standings with seven different drivers winning the Championship a total of 14 times since 1978.

Table 2.13. Top Ten Sports Broadcasts Finland 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 MTV3 Th 06/01 18:35 SKI JUMPING WORLD CUP Winter Sports 65 30.0 1,384 67.7 2005 2 YLE2 We 10/08 18:11 WORLD CHAMPIONSHIPS 2005 Athletics 258 29.9 1,379 70.1 - HELSINKI 3 YLE2 Su 14/08 18:21 WORLD CHAMPIONSHIPS 2005 Athletics 206 28.6 1,319 69.1 - HELSINKI 4 YLE2 Su 20/02 17:40 NORDIC WORLD SKI Winter Sports 57 27.7 1,274 69.1 CHAMPIONSHIPS 2005 5 MTV3 Su 09/01 19:10 SKI JUMPING WORLD CUP Winter Sports 41 27.3 1,258 62.2 2005 6 YLE1 Mo 09/05 21:00 ICE HOCKEY WORLD Ice Hockey 100 26.6 1,227 57.1 CHAMPIONSHIP - FINLAND / LATVIA 7 YLE1 Mo 08/08 18:36 WORLD CHAMPIONSHIPS 2005 Athletics 113 26.3 1,210 72.4 - HELSINKI 8 YLE2 Sa 26/02 18:07 NORDIC WORLD SKI Winter Sports 114 25.8 1,188 62.7 CHAMPIONSHIPS 2005 9 MTV3 Su 12/06 19:51 F1 - GRAND PRIX OF CANADA Formula 1 109 25.5 1,173 59.7 10 YLE2 Th 12/05 21:00 ICE HOCKEY WORLD Ice Hockey 53 25.3 1,164 53.2 CHAMPIONSHIP - RUSSIA / FINLAND

Top Non-Sport YLE1 Tu 06/12 18:30 INDEPENDENCE DAY GALA Event 100 49.4 2,276 81.3 Sources : Eurodata TV - TV-MITTARITUTKIMUS / FINNPANEL 174

Chart 2.9. Top 100 Sports Broadcasts Analysis – 2003-05 - Finland

16 17 22

1

9 3 18

73 75 66

2003 2004 2005

Winter Sports Other Motor Sports Others Athletics Formula 1

2003 2004 2005 Winter Sports 73 75 66 Other Motor Sports 9 3 0 Others 1 0 0 Athletics 0 0 18 Formula 1 17 22 16 Source : Eurodata TV - TV-MITTARITUTKIMUS / FINNPANEL

One point of interest is the lack of interest in football in the country. It is the only country in those surveyed that does not feature football at all in the top 100 broadcasts. This statistic changes dramatically when the national team has success, but this is a rare occurrence.

Sports programming in Finland occurs mainly on the nation‟s big three channels MTV 3, 1 and YLE 2. Given that protected free-to-air listing has been granted to many of the country‟s favourite events, it is likely that these channels will continue to be the dominant players. The listed events include the World Ice Hockey Championship, the Nordic World Ski Championship, the Athletics World Championship and the European Athletics Championships as well as traditional events such as the Olympic Games and the FIFA World Cup.

While MTV 3 has rights to several winter sport events and Formula One, YLE has the World Rally Championship, the Ice Hockey World Championships, which it has held since 1995, and has a contract extension (2008-11). Euro 2008 will be shared between the two major broadcasters.

The smaller , a channel that has built its success on screening films, has less in the way of sports rights but does, for example, have the Finnish rights to MotoGP

A new subscription service channel dedicated to sport, Sports+Channel was launched in May 2007. The channel‟s offerings tend to be of minority interest to the Finnish audience and include Brazilian football, NASCAR, Beach European tour, ATP tennis and IAAF Grand Prix competitions.

175

Table 2.14. TV Universe Analysis - Finland

Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) MTV 3 32.6 Private Yes Yes YLE 1 24.5 Public Yes No YLE 2 19.1 Public Yes No NELONEN 11.5 Private Yes Yes SUB TV 4.2 Private Yes Yes OTHERS 8.1 Private Yes Yes Source: FINNPANEL

Chart 2.10. TV Market Share by Channel – Finland 2005

MTV 3 32.60

YLE 1 24.50

YLE 2 19.10

NELONEN 11.50

SUB TV 4.20

OTHERS 8.10

- 5.00 10.00 15.00 20.00 25.00 30.00 35.00

%

Source: FINNPANEL

At 169 minutes viewing time per day, Finland is slightly below the European national average of 191.5 minutes.

Table 2.15. Average Viewing, Universe Size, Panel Analysis – Finland

Average daily viewing time per individual for 2005 169 Minutes Size of the universe (total individuals) : 4,970,000 Size of the panel (total individuals) : 2,200 Size of the panel (households) : 1,000 Time slot : 02:00 - 02:00 Source: FINNPANEL

176

France

Football dominates the sports television ratings in France filling all top ten sports in 2005. It is national team‟s the matches on the dominant free-to-air TF1 that achieve the peak ratings, although Champions League matches featuring French clubs also make the top ten.

That football is so dominant in a year when the major international matches are qualifiers, demonstrates just how much the sport has grown in France in recent years. The success of the national team, winners of the 1998 World Cup which the country hosted, and similar success in Euro 2000, has boosted the sport. Indeed the qualifying matching that topped the rankings in 2005 was the most watched broadcast in all categories for the year.

There are, however, other sports that are capable of high ratings. In 1999, for example, the Rugby World Cup Final achieved the year‟s peak sports audience because of France‟s participation.

The country‟s traditional second sport, cycling, however struggles to make the top 30 broadcasts with an audience generally in the region of seven million viewers for key stages of the Tour de France.

The popularity of Formula One is also significant, especially in 2005 when the Renault team became Constructors‟ and Drivers‟ World Champions, a feat repeated in 2006, although the country hasn‟t produced a champion driver since Alain Prost in 1993.

Table 2.16. Top Ten Sports Broadcasts France 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 TF1 We 12/10 20:48 2006 FIFA WORLD CUP Soccer 110 24.2 13,320 50.4 QUALIFIER - FRANCE / CYPRUS 2 TF1 We 07/09 21:00 2006 FIFA WORLD CUP Soccer 110 21.0 11,558 47.2 QUALIFIER - IRELAND / FRANCE 3 TF1 Su 08/10 20:45 2006 FIFA WORLD CUP Soccer 112 18.6 10,237 44.8 QUALIFIER - SWITZERLAND / FRANCE 4 TF1 We 30/03 20:54 2006 FIFA WORLD CUP Soccer 110 17.9 9,852 38.3 QUALIFIER - / FRANCE

5 TF1 We 17/08 21:04 FRIENDLY GAME - FRANCE / Soccer 112 17.6 9,687 48.2 IVORY COAST 6 TF1 Su 03/09 21:02 2006 FIFA WORLD CUP Soccer 109 15.8 8,696 42.6 QUALIFIER - FRANCE / FARO ISLANDS 7 TF1 We 09/11 21:06 FRIENDLY GAME - FRANCE / Soccer 110 15.6 8,586 36.4 COSTA RICA 8 TF1 Tu 13/09 20:45 CHAMPIONS LEAGUE - Soccer 107 15.4 8,476 34.1 OLYMPIQUE LYONNAIS - REAL MADRID 9 TF1 Su 12/11 21:02 FRIENDLY GAME - FRANCE / Soccer 112 14.7 8,091 36.4 GERMANY 10 TF1 We 13/04 20:45 CHAMPIONS LEAGUE - PSV Soccer 156 14.6 8,036 34.9 EINDHOVEN / OLYMPIQUE LYONNAIS

Top Non-Sport TF1 Mo 07/11 20:20 PRIME MINISTER SPEECH Politics 20 24.1 13,265 47.4 Sources : Eurodata TV - Mediametrie - Mediamat

Chart 2.11 demonstrates a wide range of sports in the top 100 broadcasts with tennis, usually the French Open, handball and rallying all making an appearance. Among the large list of „others‟ it should be remembered that France has a significant Alpine region and winter sports are consequently popular, including ice skating which regularly brings in television audiences in excess of five million.

177

Chart 2.11. Top 100 Sports Broadcasts Analysis – 2003-05 – France

1 5 3 2 8 12 10 5 14 10 7

14 12 21

15 17

61 45 38

2003 2004 2005

Soccer Cycling Formula 1 Rugby Others Athletics Handball Rally Tennis

2003 2004 2005 Soccer 45 61 38 Cycling 15 12 17 Formula 1 14 10 21 Rugby 0 5 7 Others 14 12 10 Athletics 8 0 2 Handball 3 0 0 Rally 1 0 0 Tennis 0 0 5 Source : Eurodata TV - Mediametrie - Mediamat

As can be seen in Table 2.17, TF1 has the largest television market share by a significant margin and has secured the rights for the 2010 FIFA World Cup, Euro 2008 (shared with M6) as well as the Champions League (shared with Canal+). France 2 and France 3, however, have the rights to domestic football cup competitions and M6/W9 have the UEFA Cup rights.

Live domestic league football, aired on pay-TV platforms such as TPS/Canal+ in 2005 and more recently exclusively on Canal+, receive much smaller audiences. A highlights package available on TF1 until 2006/07 has now transferred to France 2 for 2007/08 and this generates larger audiences.

Table 2.17.TV Universe Analysis - France Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) TF1 32.3 Private Yes Yes FRANCE 2 19.8 Public Yes Yes FRANCE 3 14.7 Public Yes Yes M6 12.6 Private Yes Yes FRANCE 5 / ARTE 4.9 Public Yes Yes/No CANAL+ 3.6 Private Yes Yes OTHERS 12.1 Private - Yes Source: MEDIAMÉTRIE / MÉDIAMAT

178

TF1 has also negotiated the rights for the highly prestigious 2007 Rugby World Cup, held in France, whereas national league (Top 14) rugby is on Canal+. The Tour de France rights are held by France TV, generally screened on France 2 but also available on Eurosport.

France 2 also holds the rights to the French Open tennis at Roland Garros.

Chart 2.12. TV Market Share by Channel – France 2005

TF1 32.30

FRANCE 2 19.80

FRANCE 3 14.70

M6 12.60

FRANCE 5 / ARTE 4.90

CANAL+ 3.60

OTHERS 12.10

- 5.00 10.00 15.00 20.00 25.00 30.00 35.00 %

Source: MEDIAMÉTRIE / MÉDIAMAT

Chart 2.13. Favoured Sports on TV by Declared Preference (%) - France

60

48 50 44

40

30 25

20 15 12 12 10 10 7 6 6

0

Rugby

Tennis

Figure Cycling

Skating

Football

Handball

Athletics Formula 1 Formula

Swimming Basketball

Source: SPORTFIVE

Interestingly tennis follows football as the declared second favourite sport on television as seen in Chart 2.13. The television ratings don‟t always tend to reflect the

179 sport‟s popularity, partly because the French Open is on the country‟s second channel rather than TF1.

Rugby also has a high declared popularity rating which explains Canal+‟s decision to buy the rights to the Top 14 League and sell subscriptions on pay-TV.

Average daily television viewing time in France is slightly above the European average (191.5 minutes) at 206 minutes.

Table 2.18. Average Viewing, Universe Size, Panel Analysis – France

Average daily viewing time per individual for 2005 206 Minutes Size of the universe (total individuals) : 55,040,000 Size of the panel (total individuals) : 8,000 Size of the panel (TV sets) : 5,000 Time slot : 03:00 - 27:00 Source: MEDIAMÉTRIE / MÉDIAMAT

180

Germany

Table 2.19. Top 100 Sports Broadcasts Germany 2005 Rank TV Broadcaster Date Audience Sport Channel in Millions

1 ZDF ZDF Sport Extra 25/06/05 11.48 Football 2 ARD Sportschau Live 29/06/05 10.00 Football 3 ARD Sportschau Live 21/06/05 9.80 Football 4 ZDF ZDF Sport Extra 08/06/05 9.79 Football 5 RTL Formel 1 - Das Rennen 12/06/05 9.54 Motor Racing 6 ARD Sportschau Live 09/02/05 8.95 Football 7 ARD Sportschau Live 15/06/05 8.91 Football 8 ZDF ZDF Sport Extra 20/04/05 8.67 Football 9 RTL Formel 1 - Das Rennen 08/05/05 8.53 Motor Racing 10 RTL Formel 1 - Das Rennen 31/07/05 8.51 Motor Racing 11 ARD Sportschau Live 17/08/05 8.44 Football 12 RTL Formel 1 - Das Rennen 24/04/05 8.25 Motor Racing 13 RTL Formel 1 - Das Rennen 29/05/05 7.89 Motor Racing 14 ARD FIFA WM 2006 - Die Auslosung09/12/05 7.83 Football 15 ZDF ZDF Sport Extra 12/11/05 7.79 Football 16 RTL Formel 1 - Das Rennen 22/05/05 7.73 Motor Racing 17 RTL Formel 1 - Das Rennen 11/09/05 7.63 Motor Racing 18 RTL Formel 1 - Das Rennen 24/07/05 7.43 Motor Racing 19 ZDF ZDF Sport Extra 31/05/05 7.36 Football 20 RTL Formel 1 - Das Rennen 19/06/05 7.34 Motor Racing 21 ARD Sportschau Live 21/12/05 7.32 Football 22 ZDF ZDF Sport Extra 08/06/05 7.25 Football 23 ZDf ZDF Sport Extra 26/06/05 7.24 Football 24 ZDF ZDF Sport Extra 26/03/05 7.22 Boxing 25 ZDF ZDF Sport Extra 26/03/05 7.22 Football 26 ARD Sportschau Live 28/05/05 7.20 Football 27 ARD Sportschau Live 07/09/05 7.14 Football 28 RTL Formel 1 - Das Rennen 03/07/05 7.13 Motor Racing 29 RTL Formel 1 - Das Rennen 25/09/05 7.09 Motor Racing 30 RTL Formel 1 - Das Rennen 21/08/05 7.08 Motor Racing 31 RTL Formel 1 - Das Rennen 03/04/05 7.00 Motor Racing 32 ZDF ZDF Sport Extra 20/04/05 6.78 Football 33 ZDF ZDF Sport Extra 03/09/05 6.76 Football 34 ZDF ZDF Sport Extra 08/10/07 6.75 Football 35 SAT.1 UEFA Champions League 09/03/05 6.65 Football 36 SAT.1 UEFA Champions League 09/03/05 6.65 Football 37 RTL Skispringen - Finale 01/01/05 6.61 Skijumping 38 ZDF ZDF Sport Extra 31/05/05 6.59 Football 39 ZDF ZDF Sport Extra 31/05/05 6.59 Football 40 RTL Formel 1 - Das Rennen 10/07/05 6.57 Motor Racing 41 SAT.1 UEFA Champions League 06/04/05 6.52 Football 42 SAT.1 UEFA Champions League 22/02/05 6.49 Football 43 SAT.1 UEFA Champions League 22/02/05 6.49 Football 44 RTL Formel 1 - Das Rennen 04/09/05 6.47 Motor Racing 45 ZDF ZDF Sport Extra 26.20.2005 6.45 Football 46 ARD Sportschau Live 19/06/05 6.40 Football 47 ZDF ZDF Sport Extra 12/11/05 6.37 Football 48 ZDF ZDF Sport Extra 18/10/05 6.11 Football 49 ARD Sportschau Live 05/08/05 5.99 Football 50 ARD Sportschau Live 05/08/05 5.99 Track-and-field Source: IFM 181

Table 2.19a. Top 100 Sports Broadcasts Germany 2005

Rank TV Broadcaster Date Audience Sport Channel in Millions

51 RTL Formel 1 - Highlights 19/06/05 5.98 Motor Racing 52 ZDF ZDF Sport Extra 20/12/05 5.95 Football 53 ZDF ZDF Sport Extra 26/03/05 5.95 Football 54 ZDF ZDF Sport Extra 26/03/05 5.95 Boxing 55 ZDF ZDF Sport Extra 26/03/05 5.95 Football 56 ARD Sportschau Live 04/06/05 5.90 Motor Racing 57 ARD Sportschau Live 04/06/05 5.90 Football 58 ARD Sportschau Live 04/06/05 5.90 Football 59 SAT.1 UEFA Champions League 02/11/05 5.89 Football 60 ARD Sportschau Live 02/03/05 5.81 Football 61 ZDF ZDF Sport Extra 26/02/05 5.79 Boxing 62 ZDF Der Kaiser wird 60 11/09/05 5.78 Motor Racing 63 ZDF Der Kaiser wird 60 11/09/05 5.78 Football 64 ARD Sportschau Live 17/12/05 5.75 Boxing 65 ZDF ZDF Sport Extra 22/06/05 5.74 Football 66 ZDF ZDF Sport Extra 22/06/05 5.74 Football 67 RTL Skispringen - Finale 06/01/05 5.73 Skijumping 68 ZDF ZDF Sport Extra 24/02/05 5.62 Football 69 ZDF ZDF Sport Extra 24/02/05 5.62 Football 70 RTL Skispringen - Top 50 01/01/05 5.59 Skijumping 71 Z ZDF Sport Extra 03/12/05 5.57 Football 72 ZDF ZDF Sport Extra 03/12/05 5.57 Boxing 73 RTL Skispringen - Finale 29/12/05 5.56 Skijumping 74 ARD Sportschau Live 20/02/05 5.54 Biathlon 75 ARD Sportschau Live 20/02/05 5.54 Ski Alpin 76 ARD Sportschau Live 20/02/05 5.54 Skijumping 77 RTL Formel 1 - Highlights 31/07/05 5.51 Motor Racing 78 ZDF ZDF Sport Extra 15/01/05 5.49 Football 79 ZDF ZDF Sport Extra 15/01/05 5.49 Boxing 80 ZDF ZDF Sport Extra 16/06/05 5.45 Football 81 RTL Formel 1 - Das Rennen 20/03/05 5.45 Motor Racing 82 ARD Star Biathlon 15/01/05 5.43 Biathlon 83 RTL Skispringen - Die Entscheidung01/01/05 5.36 Skijumping 84 ZDF ZDF Sport Extra 16/02/05 5.32 Football 85 ZDF ZDF Sport Extra 16/02/05 5.27 Football 86 ZDF ZDF Sport Extra 16/02/05 5.27 Boxing 87 ZDF ZDF Sport Extra 28/09/05 5.24 Football 88 ZDF ZDF Sport Extra 01/03/05 5.22 Football 89 ZDF ZDF Sport Extra 18/06/05 5.22 Football 90 ZDF ZDF Sport Extra 25/02/05 5.22 Ski Alpin 91 ZDF ZDF Sport Extra 25/02/05 5.22 Skijumping 92 ARD Sportschau Live 25/10/07 5.18 Football 93 ZDF ZDF Sport Extra 26/02/05 5.09 Skijumping 94 ZDF ZDF Sport Extra 16/02/05 5.05 Football 95 ZDF ZDF Sport Extra 22/06/05 5.01 Football 96 ZDF ZDF Sport Extra 01/03/05 4.84 Football 97 ARD Sportschau Live 14/08/05 4.59 Track-and-field 98 ARD Sportschau Live 19/02/05 4.49 Nordic Combined 99 ARD Sportschau Live 19/02/05 4.49 Biathlon 100 ARD Sportschau Live 21/01/05 4.47 Football

Source: IFM

182

The top sports broadcasts in Germany are dominated by football and Formula One with only two entries in the top 50 coming from other sports. Outside the top 50, only winter sports (11%) and boxing (7%) make any significant impact. The findings mirror the sports popularity survey results elsewhere in the report with the exception that cycling and swimming have a high level of declared interest, but this is mainly in terms of participation rather than television viewing.

As far as declared interest in sport on television is concerned (Chart 2.15), tennis at 21%, and equal to Formula One, shows a much higher level of interest than is apparent in the statistics. This is because tennis rights reside mainly with minority sports channels DSF and Eurosport.

Chart 2.14. Top 100 Sports Broadcasts Analysis – 2005 - Germany

2005

Athletics Boxing 3% Biathlon 7% 3% Winter Sports 11%

Motor Racing Football 20% 56%

Football 57 Boxing 7 Motor Racing 20 Athletics 3 Winter Sports 11 Biathlon 3 Source: IFM

Chart 2.15. Favoured Sports on TV by Declared Preference (%) - Germany

60 56

50

40

30

21 21 19 20

11 11 10 8 8 8 10

0

Tennis

Boxing Figure

Skiing

Cycling

Skating Football

Downhill

Athletics Formula 1 Formula Swimming Ski Jumping Source:SPORTFIVE 183

Table 2.20.TV Universe Analysis – Germany 2006

Rank Channel Market Private / Rank Channel Market Private / Name Share (%) Public Name Share (%) Public

1 ARD 14.20% Public 13 KI.KA 1.10% Private 2 ZDF 13.60% Public 14 3 Sat 1% Private 3 ARD-Dritte 13.50% Private 15 Eurosport 0.90% Private 4 RTL 12.80% Private 16 Phoenix 0.70% Private 5 Sat.1 9.80% Private 17 VIVA 0.60% Private 6 Pro 7 6.60% Private 18 Tele 5 0.60% Private 7 Vox 4.80% Private 19 Das Vierte[1] 0.60% Private 8 TV-Rest 4.10% Private 20 n-tv 0.60% Private 9 RTL II 3.80% Private 21 arte 0.50% Private 10 Kabel 1 3.60% Private 22 Nickelodeon 0.50% Private 11 Super RTL 2.60% Private 23 MTV 0.40% Private 12 Premiere 2.40% Private 24 DMAX 0.30% Private Source: AGF/GfK Fernsehforschung

The German television market is dominated by the public channels ARD and ZDF and Bertelsmann‟s RTL, which also owns RTL II, Super RTL and VOX.

ARD and ZDF have rights to the Olympic Games, Euro 2008, the German national football team and the Tour de France. The channels share the FIFA World Cup with RTL. ARD and DSF share the free-to-air Bundesliga rights

RTL‟s main sports offerings are Formula One, ski-jumping and boxing.

The third major broadcast player is ProSiebenSat.1 Media AG, which owns Sat 1, Pro 7, Kabel 1 and several minor channels. The group has no strong interest in sports programming since Sat 1 lost the rights to the Champions League and is best known for its schedule of light entertainment offerings. Sat 1 concentrates on German productions whereas Pro 7 carries more US-based content.

Among the pay-TV operators, the most significant in the sports market are Premiere and Arena. Premiere picked up the Bundesliga live rights following the crash of the Kirch group in 2004 but was beaten to the rights for the 2006/07 – 2008/09 seasons by newcomer Arena in a bid worth a reported €1.6 billion.

Arena also has live football rights from the Spanish Primera División, English Premier League and Seria A in Italy as well as Spain‟s Copa del Rey and England‟s Carling Cup. The channel also screens HBO US boxing, sailing, volleyball and Bob driving.

Premiere, with 3.3 million subscribers, also has a significant sports portfolio with live football rights that include the Champions League, UEFA Cup, the 2010 FIFA World Cup. The group secured Champions League rights on the basis that a proportion of the matches would be shown on free-to-air.

In motorsports the group screens live coverage of all Formula 1 races, GP2 Series, the NASCAR series, the Indy Racing League, the Porsche Supercup, the GP Masters and the Formula 3 Euro series. Added to this are golf‟s US PGA Tour, European Tour and the Ryder Cup as well as the German Ice Hockey League and in athletics, the IAAF Golden League.

184

Greece

Table 2.21. Top Ten Sports Broadcasts Greece 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 MEGA We 30/03 21:53 2006 FIFA WORLD CUP Soccer 105 31.4 2,903 64.8 QUALIFIER - GREECE / ΑLΒΑΝΙ Α 2 NET Su 25/09 22:36 EURO 2005 - FINAL: GREECE / Basketball 91 29.1 2,688 60.8 GERMANY 3 NET Su 25/09 23:51 EURO 2005 - CUP Basketball 41 28.0 2,587 66.9 PRESENTATION TO GREECE 4 MEGA We 08/06 21:53 2006 FIFA WORLD CUP Soccer 108 27.0 2,500 62.3 QUALIFIER - GREECE / UKRAINE 5 MEGA We 09/02 21:56 2006 FIFA WORLD CUP Soccer 112 26.9 2,484 55.5 QUALIFIER - GREECE / DENMARK 6 NET Th 16/06 22:06 FIFA CONFEDERATIONS CUP Soccer 116 24.1 2,232 57 2005: BRAZIL / GREECE 7 ALPHA Sa 04/06 21:26 2006 FIFA WORLD CUP Soccer 104 22.3 2,063 65.9 QUALIFIER - TURKEY / GREECE 8 MEGA Sa 08/10 21:27 2006 FIFA WORLD CUP Soccer 114 20.2 1,864 51.2 QUALIFIER - DENMARK / GREECE 9 MEGA We 28/09 22:08 CHAMPIONS LEAGUE: REAL Soccer 129 19.2 1,772 44.5 MADRID / OLYMPIAKOS 10 MEGA We 19/10 22:07 CHAMPIONS LEAGUE: LYON / Soccer 110 18.9 1,745 43.7 OLYMPIAKOS

Top Non-Sport NET Sa 21/05 21:59 EUROVISION SONG CONTEST Event 196 34.6 3,198 82.3 2005 Sources : Eurodata TV - AGB NMR Greece

Table 2.21 demonstrates that the two most popular sports in Greece, football and basketball, dominate the top sports broadcasts.

As table 2.22 demonstrates, Mega, a privately owned general entertainment channel, is one of the two big free-to-air broadcasters in the country and consequently delivers big audiences for premium sports content such as FIFA World Cup matches.

NET (Nea Elliniki Tileorassi), part of the ERT public channel offering, has a smaller overall market share but again being free-to-air, it has the ability to deliver large audiences when it has rights to premium content. Indeed table 2.20 shows that NET achieved the highest peak rating in Greece in 2005 with its Eurovision Song Contest offering.

The tables do not, however, take into account the dominance of the pay-TV operator Supersport, which has seven channels devoted to sport and owns rights the Greek football Super League (A' Ethniki). Its football rights also include, the English Premier League, Italian Serie A, Spanish La Liga, German Bundesliga, Portuguese Super league and MLS in the USA.

In basketball it has rights to the national league, A' Ethniki as well as the Euro league and the NBA. Other significant rights include PGA Golf, NFL football, UEFA Champions League, UEFA Cup and FA Cup and extensive Euro and World Cup qualifiers. Supersport also broadcasts other sports such as (Cart, F1, World Rally championship), volleyball, bowling, billiards, , X-Games, Six Nations Rugby, sailing, martial arts tournaments and more. Supersport also features extensive tennis coverage including live coverage of all four Grand Slams as well as the Masters Series.

185

Table 2.22. TV Universe Analysis - Greece

Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) ANTENNA 19.41 Private Yes Yes MEGA 18.46 Private Yes Yes ALPHA 14.21 Private Yes Yes STAR 11.47 Private Yes Yes ALTER 10.24 Private Yes Yes NET 9.14 Public Yes Yes ET1 4.21 Public Yes Yes ET3 2.14 Public Yes Yes MAKEDONIA TV 0.009 OTHERS 9.8 Yes Source: AGB NIELSEN MEDIA RESEARCH

Chart 2.16. TV Market Share by Channel – Greece 2005

ANTENNA 19.4

MEGA 18.5

ALPHA 14.2

STAR 11.5

ALTER 10.2

NET 9.1

ET1 4.2

ET3 2.1

MAKEDONIA TV 0.9

OTHERS 9.8

- 5.0 10.0 15.0 20.0 25.0

%

Source: AGB NIELSEN MEDIA RESEARCH

At 245 minutes per day, Greek television viewing is significantly above the European average of 191.5 minutes.

Table 2.23. Average Viewing, Universe Size , Panel Analysis – Greece

Average daily viewing time per individual for 2005 245 Minutes Size of the universe (total individuals) : 9,245,326 Size of the panel (total individuals) : 3,500 Size of the panel (households) : 1,200 Time slot : 02:00 - 25:59

Source: AGB NIELSEN MEDIA RESEARCH

186

Italy

The top rating sports broadcasts in Italy are dominated by football and Formula One which between them take all of the top ten spots and an average of over 70% of the top 100 (see Chart 2.17).

The big international football rights in 2005 were shared between the country‟s leading free-to-air broadcasters, RAI and Canale 5. RAI, the state broadcaster, has since acquired rights to such major events as Euro 2008, FIFA World Cup 2010 and the UEFA Champions League. The broadcaster also has Formula One rights in Italy and is now the dominant broadcaster of free-to-air sport.

Table 2.24. Top Ten Sports Broadcasts Italy 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 CANALE 5 We 25/05 20:47 CHAMPIONS LEAGUE FINAL - Soccer 134 21.2 11,824 42.4 MILAN / LIVERPOOL 2 CANALE 5 We 06/04 20:45 CHAMPIONS LEAGUE - MILAN / Soccer 94 19.1 10,646 37.1 INTER 3 RAI1 Su 24/04 13:55 F1 - GRAND PRIX OF SAN Formula 1 97 18.4 10,220 53.2 MARINO 4 RAI UNO Sa 26/03 20:48 2006 FIFA WORLD CUP Soccer 94 17.4 9,715 39.8 QUALIFIER - ITALIA / SCOZIA 5 ITALIA 1 We 09/03 20:45 CHAMPIONS LEAGUE - Soccer 125 16.1 8,950 32.3 JUVENTUS / REAL MADRID 6 RAI1 Su 19/06 19:55 F1 - GRAND PRIX OF U.S.A. Formula 1 98 16.0 8,906 47.6 7 RAI1 Su 12/06 18:55 F1 - GRAND PRIX OF CANADA Formula 1 102 15.8 8,811 52.7 8 RAI1 Su 10/07 13:55 F1 - GRAND PRIX OF ENGLAND Formula 1 94 15.7 8,755 57.8

9 ITALIA 1 We 13/04 20:45 CHAMPIONS LEAGUE - Soccer 95 15.3 8,546 29.9 JUVENTUS / LIVERPOOL 10 RAI UNO Su 12/06 20:47 ITALIAN CUP - INTER / ROMA Soccer 94 15.2 8,438 33.4

Top Non-Sport RAI 1 Tu 01/03 21:05 THE 55TH SANREMO'S Event 112 29.8 16,599 54.7 FESTIVAL (PART I) Sources : Eurodata TV - Auditel - AGB NMR Italy

Mediaset, which owns Canale 5, Italia 1 and Retequattro, has a total market share of 42%. The group‟s strongest offerings are in film and general entertainment and it now concentrates its sports rights via the pay-TV operation, Premium. With a subscription base estimated at around five million, offers all Champions League matches, MotoGP and a big catalogue of live Serie A matches.

There are two other key players in Italian sport programming in Italia and .

Sky Italia, the News Corporation owned satellite platform, has a wide portfolio of sports rights. In football, this includes Serie A, the FIFA World Cup, Serie B, the Champions League, English Premier League/FA Cup/Carling Cup, Bundesliga, La Liga/Copa del Rey, Ligue 1/Coupe de la Ligue, Scottish Premier League.

Sky Italia is the dominant basketball provider in the country holding the rights to Serie A, the , Italian Cup, Italian Supercup and women‟s Serie A.

Other major sporting events covered by Sky Italia are the Ryder Cup, PGA Tour, US and British Opens and the Masters in golf and all the major Rugby Union events except the Six Nations which is on LA7. Finally it has a substantial portfolio in motorsport including Formula One and covers Wimbledon and the Masters Series in tennis.

All the major cycling events such as the Tour de France, Vuelta a Espana, UCI ProTour and Giro d'Italia are on Eurosport, the latter event being shared with RAI.

187

Chart 2.17. Top 100 Sports Broadcasts Analysis 2003-05 – Italy

1 1 1

13 16 3 5 2 16 5 13 42 19

66 52 45

2003 2004 2005

Soccer Olympics Formula One Others Athletics Gymnastics Other Motor Sports Cycling Beach Volley

2003 2004 2005 Soccer 45 52 66 Olympics 0 19 0 Formula One 42 16 13 Others 13 5 5 Athletics 0 3 0 Gymnastics 0 2 0 Other Motor Sports 0 1 16 Cycling 0 1 0 Beach Volley 0 1 0 Sources : Eurodata TV - Auditel - AGB NMR Italy

Broadcast rights to Italy‟s premier football league, Serie A are complicated because clubs have the right to sell their own home match rights which are split between three broadcasters. Sky Italia broadcasts all matches on its satellite platform. Mediaset and La7 (owned by Telecom Italia) offer terrestrial and digital terrestrial (DTT) services through their pay-TV operations Mediaset Premium and Cartapiu (La7).

The two pay TV services have held the rights since autumn 2005 and sublease those rights back to Sky Italia which sells packages to satellite and cable subscribers.

Mediaset‟s rights are highlights programme for the league and live rights to the following clubs:  Atalanta (home only)  Inter (home and away, includes Champions League matches)  Lazio (home and away)  Livorno (home only, UEFA Cup matches on La7's 7 Gold service)  Messina (home only) *  Milan (home and away, includes Champions League matches)  Reggina (home only)  Roma (home and away, includes Champions League matches)  Siena (home only)  Torino (home and away)  Juventus  Genoa  Napoli

188

La7 has rights to the remaining clubs:  Ascoli (home only)*  Cagliari (home and away)  Catania (home and away)  Chievo (home only, UEFA Cup matches on La7)*  Empoli (home and away)  Fiorentina (home and away)  Palermo (home and away, UEFA Cup matches on La7)  Parma (home and away)  Sampdoria (home and away)  Udinese (home only)

* Relegated in 2006/07 season

Table 2.25. TV Universe Analysis - Italy

Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) RAI 1 22.86 Public Yes CANALE 5 21.82 Private Yes ITALIA 1 11.48 Private Yes RAI 2 11.29 Public Yes RAI 3 9.11 Public Yes RETE 4 8.63 Private Yes LA SETTE 2.71 Private Yes OTHERS 12.1 Source: AUDITEL / AGB NIELSEN MEDIA RESEARCH

Chart 2.18. TV Market Share by Channel – Italy 2005

RAI 1 22.9

CANALE 5 21.8

ITALIA 1 11.5

RAI 2 11.3 RAI 3 9.1

RETE 4 8.6

LA SETTE 2.7

12.10 OTHERS

- 5.00 10.00 15.00 20.00 25.00

%

Source: AUDITEL / AGB NIELSEN MEDIA RESEARCH

189

Chart 2.19. Favoured Sports On TV By Declared Preference (%) - Italy

70 58 60

50

40

30 27

20 15 14 13 13 12 11 10 10 7

0

Tennis

Skiing

Cycling

Football

Downhill Athletics

Racing

Volleyball

Formula 1 Formula

Swimming Basketball Motorcycle

Source: SPORTFIVE

The SPORTFIVE research demonstrates that the TV ratings shown in Table 2.24 and Chart 2.17 have not reflected a distorted picture of television popularity of sports as happens in some markets. In such instances, the most popular sports do not always show up in the leading ratings because they are not available on free-to-air television. Despite the fact that Italy has a developed pay-TV sector, largely driven by sports programming, the country‟s most popular sports, football and motorsport dominate the ratings.

The second tier sports in Italy such as tennis, basketball and volleyball etc struggle to gain a major television rating by being confined mainly to subscription channels whereas they might command reasonable ratings on free-to-air.

Average daily viewing time in Italy, at 237 minutes is greater than the European average of 191.5 minutes.

Table 2.26. Average Viewing, Universe Size , Panel Analysis – Italy

Average daily viewing time per individual for 2005 237 Minutes Size of the universe (total individuals) : 55,199,742 Size of the panel (total individuals) : 14,000 Size of the panel (households) : 5,100 Time slot : 02:00 - 25:59 Source: AUDITEL / AGB NIELSEN MEDIA RESEARCH

190

The Netherlands

The Dutch sports television ratings are dominated by football, which takes all top ten places in 2005 with the exception of the sports TV show Studio Sport Zondag, (which features football). Indeed the top seven programmes represent the highest ratings in the country overall for the year with a programme marking the 25th anniversary of Queen Beatrix coming eighth.

Table 2.27. Top Ten Sports Broadcasts The Netherlands 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 SBS 6 We 30/03 20:26 2006 FIFA WORLD CUP Soccer 108 26.5 3,976 52.9 QUALIFIER - NETHERLANDS / ARMENIA 2 NED 2 Su 20/03 19:00 STUDIO SPORT ZONDAG 1 Magazine 53 26.3 3,934 56.4 3 Talpa Sa 08/10 20:24 2006 FIFA WORLD CUP Soccer 108 26.2 3,942 49.9 QUALIFIER - CZECH REP / NETHERLANDS 4 SBS 6 Sa 04/06 20:25 2006 FIFA WORLD CUP Soccer 105 25.8 3,858 51.0 QUALIFIER - NETHERLANDS / ROMANIA 5 NED 3 We 04/05 20:39 CHAMPIONS LEAGUE - PSV / Soccer 108 25.4 3,811 49.0 AC MILAN 6 SBS 6 We 12/10 19:26 2006 FIFA WORLD CUP Soccer 109 23.6 3,552 51.5 QUALIFIER - NETHERLANDS / MACEDONIA 7 NED 2 We 13/04 20:40 CHAMPIONS LEAGUE - PSV / Soccer 153 23.1 3,466 50.0 OLYMPIQUE LYON 8 NED 2 Tu 26/04 20:41 CHAMPIONS LEAGUE - AC Soccer 103 22.2 3,319 46.2 MILAN / PSV 9 SBS 6 We 07/09 20:24 2006 FIFA WORLD CUP Soccer 107 22.0 3,306 50.7 QUALIFIER - NETHERLANDS / 10 SBS 6 We 17/08 20:23 FRIENDLY GAME - Soccer 112 21.8 3,286 53.6 NETHERLANDS / GERMANY

Top Non-Sport NED 2 Sa 30/04 22:25 25TH ANNIVERSARY OF Event 6 22.9 3,423 48.8 QUEEN BEATRIX Sources : Eurodata TV - Stichting Kijkonderzoek

The top ratings are shared among the leading channels because four have an audience share of between 10% and 15% (see Table 2.28). As none is dominant, the public is used to switching between channels to find premium sports content and consequently any of the major channels can achieve a peak rating.

The public channels, NED1,2 and 3 are all available on free-to-air, whereas all the commercial channels are subscription-based. However once the subscription is paid, there is no further charge for premium content such as football.

NED 2 led the 2005 public ratings with its Champions League coverage but achieves higher ratings during the major international football tournaments and, as seen in Chart 2.20, the Olympic Games.

It is important to consider the role of NOS in Dutch public sports broadcasting. The NOS, a public programme maker, has a statutory obligation to make news and sports content for the three Dutch public television channels and the Dutch public radio services. As such the NOS acquires sports rights on behalf of the public channels and it is the Dutch representative at the European Broadcasting Union where many protected international TV rights are negotiated.

NOS has rights to the FIFA World Cup, Euro 2008, The Champions League (Dutch teams only, UPC has other rights), the UEFA Cup (shared with RTL), the Olympics and Giro d‟Italia.

191

SBS 6, part of the Scandinavian Broadcasting System, owns FIFA World Cup qualification rights to the Dutch national team but beyond that its sports portfolio features mainly darts.

The biggest recent shake up in Dutch came about with the introduction of Talpa in 2005. The channel quickly gained a market share of 7% following its acquisition of the television rights to the Dutch premier football league, the Eredivisie, for €30 million but it then sold live rights to RTL. Talpa retained its highlights package and also has rights to the football cup competition, the KNVB Beker. In June 2007, however, with little further progress in the ratings, Talpa (which was renamed Tien) was sold to RTL, which now controls its sports rights.

Football apart, RTL‟s main sports interest is motorsport in which it broadcasts Formula One, the A1 Grand Prix, the Dakar Rally, Le Mans 24 hours and the . The channel also screens the UEFA Cup and tennis at Wimbledon. All RTL‟s sport programming goes out on RTL 7.

Another significant player in the Dutch sports TV landscape is Sport 1 owned by Chellomedia, the European content and digital services division of Inc.

Sport1 is a 24-hour sports channel with an extensive range of live sports including the UEFA Champions League, the English Premier League, the German Bundesliga, the Spanish Primera Division, the Italian Serie A, the Portuguese SuperLiga, the French Ligue 1, the English FA Cup, the Scottish Premier League and the . It also has rights in hockey, basketball, , darts, golf and tennis.

Chart 2.20. Top 100 Sports Broadcasts Analysis 2003-05 – The Netherlands

2 15 27 33

6 39 2 10

5 65 55 41

2003 2004 2005

Soccer Cycling Others Olympic Games Athletics Formula 1

2003 2004 2005 Soccer 55 41 65 Cycling 0 0 2 Others 10 5 6 Olympic Games 0 39 0 Athletics 33 15 27 Formula 1 2 0 0

Sources : Eurodata TV - Stichting Kijkonderzoek

192

Table 2.28. TV Universe Analysis – The Netherlands

Channel Name Market Private / Analogue Advertising Share (%) Public terrestrial Breaks (Yes / No) (Yes / No) NED 2 15.1 Public Yes

RTL 4 14.7 Private Yes

NED 1 11.9 Public Yes SBS 6 9.8 Private Yes NED 3 6.3 Public Yes RTL 5 4.6 Private Yes NET 5 4.3 Private Yes RTL 7 4.2 Private Yes VERONICA 3 Private Yes TALPA 2.2 Private Yes

JETIX 2.2 Private Yes

NICKELODEON 2.2 Private Yes DISCOVERY 1.7 Private Yes OTHERS 17.7 Source: STICHTING KIJKONDERZOEK

Chart 2.21. TV Market Share by Channel – The Netherlands 2005

NED 2 15.1

RTL 4 14.7 NED 1 11.9

SBS 6 9.8

6.3 NED 3 RTL 5 4.6

NET 5 4.3 RTL 7 4.2

VERONICA 3.0

NICKELODEON 2.2 JETIX 2.2

TALPA 2.2

1.7 DISCOVERY OTHERS 17.8

- 5.0 10.0 15.0 20.0

%

Source: STICHTING KIJKONDERZOEK

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Talpa started broadcasting on 2005 August 13th and its channel share for the year is therefore shown separately.

Table 2.28a. Tapla Market Share 2005 Whole 2005 August 13 - December 31 2005 Market share Talpa individuals 6+ 3.1 7.8 Market share Talpa individuals 13+ 3.1 7.8 Market share Talpa individuals 20-34 3.5 8.6

At 195 minutes per day, Dutch average viewing time is slightly above the European average of 191.5 minutes.

Table 2.29. Average Viewing, Universe Size , Panel Analysis – Netherlands

Average daily viewing time per individual for 2005 195 minutes Size of the universe (totalwk individuals)1 to wk 26: 14 : 981 000, wk 27 to wk 53: 15 054 000 Size of the panel (total individuals) : 2,700 Size of the panel (households) : 1,240 Time slot : 02:00 - 26:00

Source: STICHTING KIJKONDERZOEK

194

Norway

With a market share of just over 40%, it is not surprising that public broadcaster NRK1‟s sports broadcasts dominate the top ten in Norway for 2005. What is perhaps surprising is that football should take the top two slots when Chart 2.22 clearly shows that winter sports are the favoured offering in the country.

The reason for this is that although major football internationals do generate peak audiences, there is little depth to the sport in Norway with its club teams unable to compete in major European competitions.

TV2, the largest commercial broadcaster with a high market share hovering around 30%, concentrates mainly on entertainment programming and its ice hockey offerings in 2005 took two of the top ten slots.

The rights sales for domestic football in Norway were awarded in 2005 to Broadcast and TV2. TV2 takes the free-to-air rights and pay-TV rights are jointly owned and screened on TV2 Zebra. Telenor has distribution rights on broadband Internet and 3G mobile. The rights cover the period from 2006 through 2008 for the Norwegian Premier League and the First Division. They also include Norway‟s international matches (home matches only) the national cups and women‟s football from 2006 to 2009. TV2 also has rights to Euro 2008.

Also significant in Norway is Viasat, the pay-TV offering from Sweden‟s Modern Times Group. Viasat Sport 2 is a Scandinavian football channel launched in 2004. It has rights to the UEFA Champions League, the Dutch Eredivise, the Danish SAS Ligaen, the French Ligue 1, the UEFA Euro Qualifications, the English FA Cup, The Italian Serie A, the English Football League Championship, Coppa Italia and FIFA World Cup qualifiers. Viasat also owns free-to-air channel TV3, which has the UEFA Champions League and Formula One free-to-air rights.

Canal Digital also has a strong presence in Scandinavia and it sports rights include the Royal League, the English Premiership, the Bundesliga, the Ryder Cup and the PGA European Tour.

Table 2.30. Top Ten Sports Broadcasts Norway 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 NRK1 Sa 04/06 20:30 2006 FIFA WORLD CUP Soccer 97 31.7 1,359 79.1 QUALIFIER - NORWAY / ITALY 2 NRK1 Sa 08/10 20:15 2006 FIFA WORLD CUP Soccer 100 26.6 1,147 68.7 QUALIFIER - NORWAY / MOLDOVA 3 TV 2 Tu 01/02 20:12 2005 WORLD CUP - NORWAY / Ice Hockey 88 26.5 1,136 60.9 SWEDEN 4 NRK1 Sa 26/02 20:25 OBERSTDORF TONIGHT Cricket 30 26.0 1,116 63.3 5 TV 2 Th 03/02 20:09 2005 WORLD CUP - NORWAY / Ice Hockey 86 25.8 1,103 58.8 SPAIN 6 NRK1 Su 27/02 15:39 NORDIC COMBINED - WORLD Winter Sports 29 25.7 1,102 86.4 CHAMPIONSHIP 7 NRK1 Su 13/03 12:45 BIATHLON - WORLD Winter Sports 50 23.5 1,005 86.8 CHAMPIONSHIP 8 NRK1 Su 27/02 12:27 CROSS COUNTRY SKIING - Winter Sports 155 23.2 994 89.6 WORLD CHAMPIONSHIP 9 NRK1 Fr 20/12 20:16 BIATHLON SHOW Winter Sports 58 22.4 968 69.7

10 NRK1 Su 20/02 14:00 BIATHLON - WORLD CUP Winter Sports 33 21.8 935 86.1

Top Non-Sport TV 2 Fr 20/05 21:40 - RESULTS Reality Show 27 38.3 1,633 75.9

Sources : Eurodata TV - TNS Gallup

195

Chart 2.22. Top 100 Sports Broadcasts Analysis 2004/05 – Norway

2

11 22 13

54 75

20

3

2004 2005 Soccer Winter Sports Handball Others Athletics

2004 2005 Soccer 3 20 Winter Sports 75 54 Handball 0 13 Others 22 11 Athletics 0 2 Sources : Eurodata TV - TNS Gallup

Table 2.31. TV Universe Analysis - Norway

Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) NRK 1 40.1 Public Yes No TV 2 29 Private Yes Yes TV NORGE 10.6 Private Yes Yes TV 3 6 Private No Yes NRK 2 3.7 Public Yes No OTHERS 10.6 Private - - Source: TNS GALLUP

196

Chart 2.23. TV Market Share by Channel – Norway 2005

NRK 1 40.1

TV 2 29.0

TV NORGE 10.6

TV 3 6.0

NRK 2 3.7

OTHERS 10.6

- 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0

%

Source: TNS GALLUP

At 155 minutes, Norway‟s average daily viewing time is significantly lower than the European average of 191.5 minutes.

Table 2.32. Average Viewing, Universe Size , Panel Analysis –Norway

Average daily viewing time per individual for 2005 155 Minutes Size of the universe (total individuals) : 4,316,000 Size of the panel (total individuals) : 2,590 Size of the panel (households) : 1,000 Time slot : 03:00 - 27:00 Source: TNS GALLUP

197

Poland

The public broadcaster TVP1/2 takes all the slots in Poland‟s top ten sports broadcasts in 2005. Apart from having the largest audience share overall, it also had rights to the most popular sports properties in international football and ski jumping.

Ski-jumping takes number one spot because of the enormous popularity of Adam Małysz. Małysz had won the World Cup three times running between 2000/01 – 2002/03 and an added attraction for Polish viewers in 2005 was that the event took place on home soil in Zakopane. This pushed the World Cup to the top of the ratings although the sport also features highly for other tournaments.

As in most European countries, it is international matches that draw the big television audiences for football. This is especially so in Poland where domestic football has low live attendance levels partly because of crowd violence and corruption have dented its popularity.

Table 2.33. Top Ten Sports Broadcasts Poland 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 TVP1 Sa 29/01 16:10 SKI JUMPING - WORLD CUP IN Winter sports 84 30.2 10,807 70.1 ZAKOPANE 2 TVP2 We 12/10 20:10 2006 FIFA WORLD CUP Soccer 100 24.9 8,925 56.0 QUALIFIER - POLAND / ENGLAND 3 TVP1 Sa 19/02 15:56 SKI JUMPING WORLD Winter sports 78 22.9 8,190 61.3 CHAMPIONSHIPS - OBERSTDORF 4 TVP1 Su 09/01 16:19 SKI JUMPING - WORLD CUP IN Winter sports 105 22.5 8,039 54.0 WILLINGEN 5 TVP2 We 07/09 20:07 2006 FIFA WORLD CUP Soccer 112 21.8 7,794 51.8 QUALIFIER - POLAND / WALES

6 TVP1 Th 06/01 16:06 SKI JUMPING - 4 HILLS Winter sports 121 21.3 7,621 57.2 TOURNAMENT - BISCHOFSHOFEN 7 TVP2 We 30/03 19:36 2006 FIFA WORLD CUP Soccer 113 21.3 7,621 45.9 QUALIFIER - POLAND / N.IRELAND 8 TVP1 Sa 01/01 13:33 SKI JUMPING - 4 HILLS Winter sports 89 20.6 7,370 49.8 TOURNAMENT - GARMISCH- PARTENKIRCHEN 9 TVP1 Sa 12/02 16:05 SKI JUMPING - WORLD CUP IN Winter sports 58 20.4 7,297 54.8 PRAGELATO 10 TVP1 Su 23/01 13:35 SKI JUMPING - WORLD CUP IN Winter sports 106 20.3 7,255 51.3 NEUSTADT

Top Non-Sport TVP2 Tu 01/03 20:08 M JAK MILOSC Soap Opera 44 35.1 12,581 67.6 Sources : Eurodata TV - AGB NMR Polska

Through a partnership with Canal+ Poland, TVN features live coverage of Polish league football every weekend. The channel, owned by ITI Group, also runs the nSport channel within ITI‟s “n” pay-TV platform.

Sports channels in Poland are operated by major TV companies such as Canal+ Polska, , ITI Group/TVN and the public broadcaster TVP. They are broadcast as premium channels (C+), through cable TV or via pay-tv platforms (ITI‟s “n”, Polsat‟s “” and Canal+‟s “Cyfra+”).

The other sports channels accessible in Poland (via Astra and Hotbird satellite) include Eurosport/Eurosport2, ESPN Classic Sport, Real Madrid TV, RaiSportSat, RTR Sport, DSF and SportKlub (cable TV and “n” platform).

198

Of the major international sports events, The Champions League is on nSport (ITI Holding‟s TVN is the TV rights owner to the event), with one game per week broadcast by TVP as a result of agreement between public TV and ITI.

Chart 2.24. Top 100 Sports Broadcasts Analysis 2003-05 – Poland

1 3 9 3 5

12 66 25 92

46 33

5

2004 2003 2005

Soccer Winter Sports Volleyball Others

Fighting sports Athletics Olympic Games Formula 1

2004 2003 2005 Soccer 33 5 46 Winter Sports 66 92 25 Volleyball 0 0 12 Others 0 0 5 Fighting sports 0 0 3 Athletics 0 3 9 Olympic Games 1 0 0 Sources : Eurodata TV - AGB NMR Polska

Formula One is now on Polsat (free-to-air channel and pay-tv ) following a switch from Polsat-associated channel TV4. The sport is enjoying increasingly populairy in the country thanks to Robert Kubica, the first Pole in F1, who drives for the BMW Sauber team.

Major sports events such as the Olympic Games and competitions involving Polish national teams are broadcast on free-to-air channels. The FIFA World Cup, for example, is on Polsat Sport with some matches also on TVP 1 and 2. Polish team matches in the Volleyball World League are broadcast simultaneously on Polsat Sport and the terrestrial Polsat channel, while all the other games are broadcast only on Polsat Sport. Polish women‟s basketball league games are broadcast by TVP Sport and free-to-air TVP 3 (one game) while the Polish Volleyball League is on Polsat Sport and FTA channel TV4.

199

Table 2.34 Sports Broadcasting Rights - Poland

Channel Sports Property Canal+ Sport / League football – Polish, English, French, Italian and Spanish, FA Cup, Canal+Sport 2 / some international England games, Basketball (NBA, WNBA and Canal+ Sport HD Euroleague), Speedway Grand Prix, Boxing, Athletics Golden League, Rugby Six Nations Cup, NFL play-offs and Superbowl Polsat Sport / League football – Dutch, Scottish, Greek, Portuguese, EURO 2008, Polsat Sport FIFA WC 2006, club-branded channels (Arsenal TV, MUTV, Ekstra Liverpoolfc.TV, Chelsea TV, Barca TV, etc) , Polish Speedway , English Speedway Elite League, Swedish Speedway Elitserien, Boxing, Golf, league volleyball, volleyball World League and World Championships, beach volley, Sailing, F1, Handball World Championship, Polish Men Basketball League, Tennis (Wimbledon, ATP Master Series etc.) nSport UEFA Champions League, UEFA Cup, , English League Cup, Bundesliga (rights owner – SportKlub), NHL, tennis Davis Cup, Tour de Suise (cycling), TVP Sport Football: Copa Libertadores, EURO 2008 qualifiers, 2nd football league, Speedskating, Tennis, Biathlon World Championship, Cycling World Championship, Women Volleyball League, Women Basketball League, Polish Hockey League, Polish Handball Leagues SportKlub Bundesliga/Bundesliga2, Copa America, Copa Sud America (2006), Brazilian League Football (2006), Austrian League, (USA), IAAF meetings, Tennis ATP and WTA tournaments, Boxing, Golf

Source: Podium

Table 2.35. TV Universe Analysis - Poland Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) TVP 1 24.61 Public Yes Yes TVP 2 21.74 Public Yes Yes POLSAT 16.74 Private Yes Yes TVN 15.02 Private Yes Yes TVP 3 4.93 Public Yes Yes TV4 2.24 Private Yes Yes TVN 7 1.59 Private No Yes TVN 24 1.22 Private No Yes TV POLONIA 0.95 Public No Yes OTHERS 10.96 Source: AGB MEDIA NIELSEN RESEARCH

200

Chart 2.25. TV Market Share by Channel – Poland 2005

TVP 1 24.6

TVP 2 21.7

POLSAT 16.7

TVN 15.0

TVP 3 4.9

TV4 2.2

TVN 7 1.6

TVN 24 1.2

TV POLONIA 1.0

OTHERS 11.0

0.0 5.0 10.0 15.0 20.0 25.0 30.0

%

Source: AGB MEDIA NIELSEN RESEARCH

Table 2.36. TV Market Share by Minority Channel – Poland 2005

Channel Share Channel Share Channel Share (%) (%) (%) CN/TCM 0.82 ANIMAL PLANET 0.25 EUROPA EUROPA 0.13 EUROSPORT 0.62 ALE KINO 0.23 0.12 JETIX/FOXKIDS 0.58 AXN 0.23 CANAL+ SPORT 0.1 DISCOVERY 0.46 POLSAT SPORT 0.22 ROMANTICA 0.1 TN/TVPULS 0.41 NATIONA GEOGRAPHIC 0.21 TVN STYLE 0.09 POLSAT2 INFO 0.40 TVN TURBO 0.21 POLONIA1 0.08 ZIGZAP/HYPER/MINIMAX 0.38 CLUB 0.2 MTV CLASSIC 0.07 MINIMINI 0.36 MTV 0.2 VIVA (NIEM.) 0.07 VIVA 0.36 CANAL PLUS 0.16 OTHER 2.96 HALLMARK 0.33 PLANETE 0.15 TELE5 0.32 REALITYTV 0.14

Source: AGB MEDIA NIELSEN RESEARCH

At 241 minutes, Poland‟s average daily television viewing is well above the European average of 191.5 minutes.

Table 2.37. Average Viewing, Universe Size and Panel Analysis - Poland Average daily viewing time per individual for 2005 241 Minutes Size of the universe (total individuals) : 35,808,000 Size of the panel (total individuals) : 4,704 Size of the panel (households) : 1,650 Time slot : 02:00 - 25:59

Source: AGB MEDIA NIELSEN RESEARCH

201

Portugal

No country in Europe sees such domination by a single sport as football has achieved in Portugal. Not only does the sport take all top 100 rankings in two of the three years featured in Chart 2.26 (and 99 in the other), it also takes the top overall broadcast rating in 2005.

In no other country in Europe could a UEFA Cup match be expected to be the nation‟s highest rating broadcast.

The strength of interest in club football is demonstrated by the fact that UEFA Cup and Champions League matches beat FIFA World Cup qualifiers down to seventh place. This demonstrates the intense level of interest in domestic football, particulary among the big clubs; Benfica, Sporting Lisbon and Porto.

Since 2005 RTP has extended its free-to-air Champions League contract and also has rights to the early rounds of the UEFA Cup.

The main commercial channel, TVI has live rights to one match per week in the Bwin League, Portugal‟s premier domestic competition and also won the bid for Euro 2008.

Sport TV, the country‟s leading pay-TV operator also has rights to Euro 2008, the Champions League and is the primary broadcaster of the Bwin League. Interestingly, all clubs negotiate individually with the broadcasters for Bwin contracts, but there is consistency in the channels that offer the sport. Sport TV also broadcasts Formula One, MotoGP and a variety of rights covering basketball, volleyball, rugby, and tennis as well as overseas football leagues such as Serie A.

In 2005 the company launched Sport TV2 which covers alternative sports such as mountaineering, cycling and extreme sports.

Table 2.38. Top Ten Sports Broadcasts Portugal 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 RTP1 We 18/05 19:38 UEFA CUP - SPORTING / CSKA Soccer 105 30.1 2,850 68.4 MOSCOW 2 RTP1 We 26/01 19:40 TACA DE PORTUGAL - Soccer 159 29.9 2,832 62.6 BENFICA / SPORTING 3 TVI Th 05/05 19:56 UEFA CUP - AZ ALKMAAR / Soccer 150 23.5 2,222 56.7 SPORTING 4 RTP1 Th 28/04 20:12 UEFA CUP - SPORTING / AZ Soccer 105 23.1 2,181 54.4 ALKMAAR 5 RTP1 We 07/12 19:41 CHAMPIONS LEAGUE - Soccer 105 22.6 2,139 51.5 BENFICA / MANCHESTER UNITED 6 RTP1 Th 14/04 20:08 UEFA CUP - SPORTING / Soccer 104 22.2 2,104 50.0 NEWCASTLE 7 RTP1 Tu 15/03 19:38 CHAMPIONS LEAGUE - INTER Soccer 105 21.7 2,056 47.4 MILAN / FC PORTO 8 RTP1 We 12/10 19:27 2006 FIFA WORLD CUP Soccer 98 21.5 2,033 49.8 QUALIFIER - PORTUGAL / LETONIA 9 RTP1 We 23/02 19:39 CHAMPIONS LEAGUE - FC Soccer 101 21.4 2,029 46.3 PORTO / INTER MILAN 10 RTP1 Tu 27/09 19:40 CHAMPIONS LEAGUE - Soccer 100 21.3 2,015 51.3 MANCHESTER UNITED / BENFICA

Top Non-Sport TVI Th 20/12 22:23 NINGUEM COMO TU Telenovela 80 25.9 2,446 67.2 Sources : Eurodata TV - MARKTEST - AUDIMETRIA / MEDIAMONITOR

202

Chart 2.26. Top 100 Sports Broadcasts Analysis 2003-05 – Portugal

1

99 100 100

2003 2004 2005

Soccer Others

2003 2004 2005 Soccer 99 100 100 Others 1 0 0 Sources : Eurodata TV - MARKTEST - AUDIMETRIA / MEDIAMONITOR

Table 2.39. TV Universe Analysis - Portugal Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) TVI 30 Private yes yes SIC 27.2 Private yes yes RTP 1 23.6 Public yes yes RTP 2 5 Public yes yes CABLE 13.2 Private No yes VIDEO 0.7 SATELLITE 0.3 No Source: MARKTEST-AUDIMETRIA / MEDIAMONITOR

203

Chart 2.27. TV Market Share by Channel – Portugal 2005

TVI 30.00

SIC 27.20

RTP 1 23.60

CABLE 13.20

RTP 2 5.00

VIDEO 0.70

SATELLITE 0.30

- 5.00 10.00 15.00 20.00 25.00 30.00 35.00

%

Source: MARKTEST-AUDIMETRIA/MEDIAMONITOR

At 212 minutes, Portugal‟s average daily television viewing is slightly above the European average of 191.5 minutes.

Table 2.40. Average Viewing, Universe Size , Panel Analysis – Portugal Average daily viewing time per individual for 2005 212 Minutes Size of the universe (total individuals) : 9 459 000 (4+) Size of the panel (total individuals) : 3,000 Size of the panel (households) : 1,000 Time slot : 2:30-26:29 Source: MARKTEST-AUDIMETRIA/MEDIAMONITOR

204

Spain

Sports broadcasting in Spain is dominated by football with nine of the top ten broadcasts featuring either international or Champions League matches. The only interruption in the sequence, in ninth place, is coverage of the Brazilian Formula One Grand Prix.

Formula One, although a significant sport in Spain, has not traditionally been as big as in other major European markets and has played second fiddle to MotoGP. The success of Spaniard, Fernando Alonso, however has elevated the sport‟s ratings and his impact is further seen in Chart 2.28. In 2003 Formula One barely squeezed into the top 100 broadcasts, but by 2005 it took 25% of the leading spots.

Table 2.41. Top Ten Sports Broadcasts Spain 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 A3 We 12/10 20:29 2006 FIFA WORLD CUP Soccer 109 20.6 8,496 50.0 QUALIFIER - SAN MARINO / SPAIN 2 TVE1 Su 12/11 22:01 2006 FIFA WORLD CUP Soccer 111 20.4 8,408 49.9 QUALIFIER - SPAIN / SLOVAKIA

3 TVE1 We 09/03 20:45 CHAMPIONS LEAGUE - Soccer 108 19.0 7,853 44.0 JUVENTUS / .MADRID 4 A3 We 30/3 21:00 2006 FIFA WORLD CUP Soccer 112 18.6 7,658 44.5 QUALIFIER - SERBIA / SPAIN 5 TVE1 We 23/02 20:46 CHAMPIONS LEAGUE - Soccer 112 18.3 7,535 39.9 BARCELONA / CHELSEA 6 A3 We 16/11 20:16 2006 FIFA WORLD CUP Soccer 106 18.1 7,468 47.0 QUALIFIER - SLOVAKIA / SPAIN

7 TVE1 We 07/09 22:01 2006 FIFA WORLD CUP Soccer 117 17.8 7,357 44.5 QUALIFIER - SPAIN / SERBIA 8 TVE1 We 09/03 22:33 CHAMPIONS LEAGUE - Soccer 39 17.7 7,297 34.6 JUVENTUS / R.MADRID 9 T5 Sa 25/09 19:03 F1 - GRAND PRIX OF BRASIL Formula 1 91 17.4 7,179 55.7 10 TVE1 We 23/11 20:45 CHAMPIONS LEAGUE - Soccer 111 15.7 6,497 37.1 R.MADRID / LYON

Top Non-Sport A3 We 26/01 21:58 AQUI NO HAY QUIEN VIVA Series 109 18.5 7,622 38.2 Sources : Eurodata TV - TNS Audiencia De Medios

Interestingly, MotoGP also saw an increase in television ratings during this period, which is partly a result of the popularity of local rider Manuel Sete Gibernau Bultó, but also because of the increased marketing of the sport.

The big three terrestrial channels in Spain are the state owned TVE and private channels, Tele5 and Antena 3. TVE is the biggest sports broadcaster of the three with Tele5‟s () main sports offering being Formula One (shared with TV3 in ). Formula One will, however, transfer to La Sexta in a five-year deal starting in 2009. In 2005, TVE and Antena 3 shared FIFA World Cup qualifying rights and both achieved high ratings with the programming earning the top two overall national broadcasts in the year. Rights for the 2006 World Cup, however, went to Cuatro, owned by pay-TV operator Sogecable.

TVE has since acquired the free-to-air rights for the 2010 World Cup and also has rights to such major international events as:  The Olympic Games  MotoGP  The French Open Tennis Championships  The Australian Open Tennis Championships  Euroleague basketball  NBA basketball  The IAAF World Championships  The European Athletics Championships 205

The channel shares cycling rights to the Tour de France, Giro d'Italia and UCI ProTour with Eurosport. In domestic sports, TVE‟s main offering is basketball‟s Liga ACB. Antenna‟s main rights are shared packages for the Champions League (with Canal+ having the pay-TV rights), the UEFA Cup and cycling‟s Vuelta a Espana (Eurosport also has broadcast rights in Spain to the two events).

Of the remaining free-to-air broadcasters, La Sexta is the most significant emerging player owning rights to most of Spain‟s premier football league, La Liga, clubs as well as the Spanish Segunda (second) División. The channel is part owned by Mediapro, which has been very active in major Spanish football rights acquisitions since 2006.

Chart 2.28. Top 100 Sports Broadcasts Analysis 2003-05 – Spain

1 1 2 3

7 3 4 1 2 8 3

17

25

90 86

47

2003 2004 2005

Soccer Formula One Moto GP Others Basketball Cycling Tennis

2003 2004 2005 Soccer 90 86 47 Formula One 0 8 25 Moto GP 0 3 17 Others 0 2 1 Basketball 2 1 3 Cycling 7 0 4 Tennis 1 0 3 Sources : Eurodata TV - TNS Audiencia De Medios

Rights to, La Liga, are negotiated on an individual basis by clubs. Real Madrid, for example, has recently signed a deal with Mediapro for €1.1bn for the period between 2008/14 following a similar deal agreed with Barcelona for 2006/13. Mediapro will screen matches from both clubs on La Sexta but will also sub-license games to Sogecable to screen on its Digital+ sports TV channels.

Audiovisual Sport (owned by Sogecable and Televisió de Catalunya) has Real Madrid‟s rights until the end of the 2007/08 season and matches will be broadcast on Digital+. In July 2007, Mediapro was negotiating with several Spanish clubs such as Atletico Madrid, Getafe and Real Betis to finalise a deal through which it would control rights to the majority of La Liga matches. Audiovisual Sport was the dominant La Liga rights holder until Mediapro entered the fray, but its part owner, pay-TV channel Sogecable, is likely to remain a major broadcaster with licensed rights.

Digital+, is Spain‟s leading Spanish satellite platform offering national/international pay-per- view films and sports. It appears as Taquilla on many electronic programme 206 guides. The Sogecable subsidiary was formed in 2003 following the merger of Via Digital (owned by Telefónica) and Canal Satélite Digital (owned by Sociedad de Television Canal Plus S.A.). Its sports rights include:

Football  Copa del Rey (shared with TV3 in Catalonia),  English Premiership,  German Bundesliga,  Primera división Argentina  Copa Libertadores  Spanish Segunda División (selected teams)

Basketball  Euroleague (shared with TVE)  Liga ACB basketball (shared with TVE)

Golf  US Masters  US Open  British Open  PGA Championships  PGA Tour  European Tour  World Golf Championships

Tennis  Wimbledon  ATP Masters Series  ATP Tour

Miscellaneous  Liga ASOBAL (Handball)  Royal Ascot (Horse Racing)  The Grand National (Horse Racing)  World Ice Hockey Championships  Six Nations Rugby Union

Table 2.42.TV Universe Analysis - Spain

Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) TELE 5 22.3 Private Yes Yes ANTENA 3 21.3 Private Yes Yes TVE 1 19.6 Public Yes Yes LA 2 5.8 Public Yes Yes 3.9 Public Yes Yes TV3 3.4 Public Yes Yes TELE MADRID 2.2 Public Yes Yes CANAL 9 2.1 Public Yes Yes CANAL+ 1.6 Private Yes Yes CANAL 2 AND 1.1 Public Yes Yes ETB 2 1.1 Public Yes Yes TV 1 Public Yes Yes OTHERS 14.6 Yes Source: TNS AUDIENCIA DE MEDIOS

207

Chart 2.29. TV Market Share by Channel –Spain 2005

TELE 5 22.30

ANTENA 3 21.30 TVE 1 19.60

LA 2 5.80 CANAL SUR 3.90

TV3 3.40 TELE MADRID 2.20

CANAL 9 2.10 CANAL+ 1.60

ETB 2 1.10 CANAL 2 AND 1.10

TV GALICIA 1.00 OTHERS 14.60

- 5.00 10.00 15.00 20.00 25.00 %

Source: TNS AUDIENCIA DE MEDIOS

Table 2.43. TV Market Share by Minority Channel – Spain 2005

Channel Share Channel Share Channel Share (%) (%) (%) FDF (D+) 0.18 CINEMANÍA 2 (D+) 0.05 ANDALUCÍA TV (Ca) 0.03 AXN (D+) 0.17 COSMOPOLITAN (Ca) 0.05 CANAL COCINA (D+) 0.03 CALLE 13 (D+) 0.15 EUROSPORT (Ca) 0.05 (D+) 0.03 (Ca) 0.15 C+ DEPORTE 1 (D+) 0.05 PLAYHOUSE DISNEY (D+)0.03 FOX (Ca) 0.14 EUROSPORT (Ot) 0.05 DISNEY CHANNEL (Ca) 0.03 C+ 2 (D+) 0.14 CINEMANÍA (D+) 0.05 TELEDEPORTE (Ca) 0.03 FOX (D+) 0.13 C+ CINE 3 (D+) 0.05 DOCUMANÍA (D+) 0.03 CARTOON NETWORK (Ca) 0.13 DISNEY CHANNEL (D+) 0.05 SOL MÚSICA (Ot) 0.03 AXN (Ca) 0.12 JETIX (D+) 0.05 DISNEY CHANNEL (Ot) 0.03 PARAMOUNT COMEDY (D+)0.10 (D+) 0.05 40 TV (D+) 0.03 PARAMOUNT COMEDY (Ca)0.10 ANDALUCÍA TV (Ot) 0.05 TOON DISNEY (Ca) 0.03 C+ 30 (D+) 0.10 ANDALUCÍA TV (D+) 0.04 CNN+ (D+) 0.02 CARTOON NETWORK (D+) 0.10 DISNEY CH +1 (D+) 0.04 TVM SAT (D+) 0.02 (Ca) 0.09 TCM (D+) 0.04 C.HISTORIA (Ot) 0.02 C+ CINE 1 (D+) 0.09 EUROSPORT (D+) 0.04 JETIX (Ot) 0.02 CANAL HOLLYWOOD (Ot) 0.08 NATIONAL GEOGRAPHIC (D+)0.04 CUATRO (D+) 0.02 TELENOVELAS (Ot) 0.08 ODISEA (Ot) 0.04 TELENOVELAS (D+) 0.02 C.HISTORIA (Ca) 0.08 CANAL COCINA (Ca) 0.04 DISNEY CH +1 (Ca) 0.02 TCM (Ca) 0.08 C+ DEPORTE 3 (D+) 0.04 C+ DEPORTE 2 (D+) 0.02 CARTOON NETWORK (Ot) 0.07 CINEMANÍA CLÁSICO (D+) 0.04 GALICIA TV (D+) 0.02 FDF (Ca) 0.07 TOON DISNEY (D+) 0.04 MTV ESP (D+) 0.02 T5 (D+) 0.07 TVM SAT (Ot) 0.04 TCM (Ot) 0.02 C+ CINE 2 (D+) 0.07 DISCOVERY (Ca) 0.04 MTV ESP (Ca) 0.02 NICKELODEON (Ca) 0.07 JETIX (Ca) 0.04 NICK-PARAMOUNT (Ca) 0.02 BOOMERANG (D+) 0.07 DISCOVERY (D+) 0.04 AXN (Ot) 0.02 C+ (D+) 0.06 40 LATINO (D+) 0.03 CANAL ESTRELLAS (Ot) 0.02 SOL MÚSICA (Ca) 0.06 C.HISTORIA (D+) 0.03 CAZA Y PESCA (D+) 0.02 CANAL HOLLYWOOD (D+) 0.06 NICKELODEON (D+) 0.03 40 TV (Ca) 0.02 BOOMERANG (Ca) 0.06 REAL MADRID TV (D+) 0.03 VIAJAR (Ca) 0.02 COSMOPOLITAN (D+) 0.05 TVE INTERNACIONAL (Ot) 0.03 DCINE ESPAÑOL (D+) 0.05 CINEMANÍA 30 (D+) 0.03 Source: TNS AUDIENCIA DE MEDIOS

208

Chart 2.30. Favoured sports on TV by declared preference (%) - Spain

60 55

50

40 35 30 30

20

10 10 10 9 8 10 7 6

0

Tennis

Figure

skating

Cycling

racing racing

Football

Athletics Motorcar

Racing

Swimming Basketball

Motorcycle Gymnastics

Source: SPORTFIVE

Chart 2.30 predictably demonstrates football‟s position as the nation‟s favoured television sport. The surprising finding here is the high ranking of tennis and is in part down to the success of Rafael Nadal. The Spaniard has clearly boosted the television appeal of the sport to a level higher than declared popularity as seen in Section 4 of the report. Basketball also features highly and Formula One‟s low standing is largely down to the fact that the SPORTFIVE survey was completed before Fernando Alonso had won his first World Drivers‟ Championship.

At 217 minutes per day, Spanish viewers are slightly above the European average of 191.5 minutes.

Table 2.44. Average Viewing, Universe Size , Panel Analysis – Spain Average daily viewing time per individual for 2005 217 Minutes Size of the universe (total individuals) : 41,266,412 Size of the panel (total individuals) : 8,972 Size of the panel (households) : 3,305 Time slot : 02:30 - 26:30 Source: TNS AUDIENCIA DE MEDIOS

209

Sweden

IAAF Athletics take the majority of top ten broadcasts in Sweden in 2005, a finding that is not entirely consistent with the declared popularity of sport in the country in Section 4 of the report. Although outdoor activities are ranked highly in declared sports interests, athletics as a specific sporting category doesn‟t feature.

That said, the peak broadcasts fall well behind the overall national peak broadcast for the year with a television rating almost half that of the Eurovision National Selection programme.

Sweden was successful in the IAAF World Championships, coming seventh overall in the medals table with two golds and a bronze. The proximity of the event, staged in neighbouring Finland, also helped to boost interest.

Chart 2.31 shows a similar level of interest for the IAAF event in 2003, where Sweden‟s medal tally included two golds, a silver and two bronzes with the country finishing in sixth place overall.

The major Swedish broadcasters are the public SVT group and privately run TV4 and TV3, the latter of which, is owned by the Modern Times Group (MTG), a major Swedish media operation with international interests. SVT1 and TV4 feature in the top broadcasts and in terms of overall market share, Table 2.45 shows there is very little to separate the two.

Table 2.45. Top Ten Sports Broadcasts Sweden 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 TV 4 Su 07/08 19:09 WORLD CHAMPIONSHIPS 2005 Athletics 75 24.4 2,122 63.1 - HELSINKI 2 SVT 2 Mo 08/08 19:30 WORLD CHAMPIONSHIPS 2005 Athletics 90 23.6 2,050 67.6 - HELSINKI 3 SVT 2 Su 14/08 18:16 WORLD CHAMPIONSHIPS 2005 Athletics 133 23.1 2,010 64.5 - HELSINKI 4 SVT 1 Su 06/03 9:59 NATIONAL CROSSCOUNTRY Winter Sports 151 21.5 1,860 78.8 SKIING 5 SVT 1 Su 14/08 17:59 WORLD CHAMPIONSHIPS 2005 Athletics 18 20.7 1,796 67.7 - HELSINKI 6 SVT 1 Mo 08/08 19:19 WORLD CHAMPIONSHIPS 2005 Athletics 11 19.7 1,711 65.5 - HELSINKI 7 SVT 2 Fr 04/02 18:16 SLALOM - ALPINE SKIING Winter Sports 18 19.3 1,676 60.4 WORLD CHAMPIONSHIPS 8 SVT 1 Fr 04/03 21:01 INDOOR EUROPEAN Athletics 88 18.8 1,625 43.2 CHAMPIONSHIPS 9 SVT 1 Fr 12/08 20:00 WORLD CHAMPIONSHIPS 2005 Athletics 59 18.5 1,609 62.1 - HELSINKI 10 SVT 1 Sa 12/03 19:45 SPORTNYTT - SWEDISH Magazine 14 18.1 1,569 44.0 SPORTS NEWSPROGRAM

Top Non-Sport SVT 1 Sa 12/03 20:00 EUROVISION NATIONAL Event 117 46.8 4,054 86.1 SELECTION 2005 Sources : Eurodata TV - MMS MEDIAMÄTNING I SKANDINAVIEN AB

Chart 2.31 demonstrates that in a year when the Swedish national football team is competing in a major event, in this case Euro 2004, football will achieve high ratings. In the competition Sweden was particularly successful in winning its finals Group stage with opposition including the well-fancied Italy and local rivals Denmark before going out on penalties against Holland in the Quarterfinal.

Table 2.45 and Chart 2.31 demonstrate the importance of winter sports to Swedes who have an interest as a result of both participation and through following the success of their athletes in FIS and Olympic events.

210

Major international sports rights in Sweden are spread around the free-to-air broadcasters. In football, ZTV has rights to the Champions League (shared with Viasat), TV4 has Euro2008 and TV3 has Formula One.

Chart 2.31. Top 100 Sports Broadcasts Analysis 2003-05 – Sweden

7 18 15 2 25 4 11 36 23

65 36 34

12 11

2004 2003 2005

Soccer Winter Sports Athletics Others Handball Olympic Games

2004 2003 2005 Soccer 65 12 11 Winter Sports 11 36 34 Athletics 4 36 23 Others 2 0 25 Handball 0 15 7 Olympic Games 18 0 0 Sources : Eurodata TV - MMS MEDIAMÄTNING I SKANDINAVIEN AB

Sweden, in common with Scandinavia overall, is served two competing pay-TV operators each with a large sports portfolio. Viasat Sport is the common brand name for several sports channels owned by Modern Times Group, with Viasat Sport1 being the prime offering for Sweden. The main rights owned by Viasat are:

Football  Coppa Italia  English League Cup  Eredivisie (Dutch first division)  FA Cup  Football League Championship  Italian Serie A (only home matches of some teams)  Ligue 1 (French first division)  SAS Ligaen (Danish first division)  Scottish Premier League  UEFA Champions League  UEFA Cup

211

Ice hockey  (Swedish second division)  Ice Hockey World Championships  UPC-Ligaen (Norweigan first division)  World Cup of Hockey

Motorsports  Formula One  Indy Racing League  NASCAR

American Football - National Football League Basketball - Euroleague Golf - PGA Tour

The other major pay-TV operation in Scandinavia is . It was launched in 1997 by Vivendi Universal owned, French pay-TV operator, CANAL+. It was bought out in 2003 by private equity firms, Baker Capital and Nordic Capital during Vivendi‟s cash crisis. Nordic CANAL+ was subsequently re-named C More Entertainment but retained the right to use the “CANAL+” name. In 2005, SBS Broadcasting Group, owner of numerous channels throughout Europe including Sweden‟s Kanal 5 and 9, then acquired the company. Its sports rights portfolio includes:

Football  Allsvenskan (Swedish Football League)  Copa América (South American Championship)  Copa Libertadores de América (South American Club Championship)  English FA Premier League  German Bundesliga  Italian Serie A  Royal League (Scandinavian Football Cup)

Golf  PGA European Tour (season 2007-)  Ryder Cup

Ice Hockey  Elitserien ()  NHL, , in association with NASN  SM-liiga (Finnish Hockey League)

Motor Sports  Swedish Rallycross Championship

Basketball  NBA, National Basketball Association  NCAA Basketball Tournament, in association with NASN  WNBA, Women‟s National Basketball Association

MLB, , in association with NASN (season 2007-08)

212

Table 2.46.TV Universe Analysis – Sweden

Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) SVT1 24.3 Public Yes No TV4 23.2 Private Yes Yes SVT2 14.4 Public Yes No TV3 10.4 Private No Yes KANAL 5 9.1 Private No Yes ZTV 2.2 Private No Yes DISCOVERY 1.8 Private No Yes TV4 + 1.8 Private No Yes EUROSPORT 1.6 Private No Yes MTV 0.9 Private No DISNEY CHANNEL 0.8 Private No CARTOON 0.6 Private No CANAL+ 0.4 Private No OTHERS 8.5 Source: MMS MEDIAMÄTNING I SKANDINAVIEN AB / AGB NMR

Chart 2.32. TV Market Share by Channel – Sweden 2005

SVT1 24.3 TV4 23.2

SVT2 14.4 TV3 10.4

KANAL 5 9.1 ZTV 2.2

TV4 + 1.8 DISCOVERY 1.8

EUROSPORT 1.6 MTV 0.9

DISNEY CHANNEL 0.8 CARTOON 0.6

CANAL+ 0.4 OTHERS 8.5

- 5.0 10.0 15.0 20.0 25.0 30.0 %

Source: MMS MEDIAMÄTNING I SKANDINAVIEN AB / AGB NMR

213

Average daily television viewing time in Sweden is 147 minutes, significantly below the European average of 191.5 minutes.

Table 2.47. Average Viewing, Universe Size , Panel Analysis – Sweden Average daily viewing time per individual for 2005 147 Minutes Size of the universe (total individuals) : 8,707,000 Size of the panel (total individuals) : 2,500 Size of the panel (households) : 1,100 Time slot : 02:00 - 25:59 Source: MMS MEDIAMÄTNING I SKANDINAVIEN AB / AGB NMR

214

Switzerland

The Swiss sports television market is to a large extent distorted by the fact that the country is split into French, German, Italian and Romansh speakers. As a result foreign television channels are popular as seen in Tables 2.48, 2.51 and 2.54. The public channels are split into three networks to serve the languages and come under the umbrella of SRG SSR idée suisse.

The major Swiss network in the French speaking cantons of the country is TSR, which has two channels TSR1/2, for the German speaking cantons it is SF1/2 and in the Italian speaking cantons TSI1/2. Romansh broadcasts are on SF and TSI 2.

The channels have rights to most of the major international sports events such as the FIFA World Cup, Champions League, Euro 2008, the Olympic Games and Formula One which are generally negotiated centrally by SRG. SRG also holds the rights to the national AXPO Super League in football and Nationalliga A in ice hockey

Table 2.48. Top Ten Sports Broadcasts Switzerland (French Speaking) 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 TSR2 We 16/11 19:16 2006 FIFA WORLD CUP Soccer 99 26.6 435 60.1 QUALIFIER - TURKEY / SWITZERLAND 2 TSR2 We 12/10 20:45 2006 FIFA WORLD CUP Soccer 93 23.2 379 56.4 QUALIFIER - IRELAND / SWITZERLAND 3 TSR2 Sa 12/11 20:45 2006 FIFA WORLD CUP Soccer 92 21.1 344 52.1 QUALIFIER - SWITZERLAND / TURKEY 4 TSR2 Sa 08/10 20:46 2006 FIFA WORLD CUP Soccer 95 20.4 334 53.0 QUALIFIER - SWITZERLAND / FRANCE 5 TSR2 We 30/03 20:30 2006 FIFA WORLD CUP Soccer 97 18.3 299 41.7 QUALIFIER - SWITZERLAND / CYPRUS 6 TSR2 We 07/09 20:15 2006 FIFA WORLD CUP Soccer 94 14.7 240 38.7 QUALIFIER - CYPRUS / SWITZERLAND 7 TSR2 We 14/09 20:44 CHAMPIONS LEAGUE: Soccer 95 14.6 239 38.7 ARSENAL LONDON / FC THUN 8 TSR2 Sa 26/03 21:02 2006 FIFA WORLD CUP Soccer 94 14.3 234 42.7 QUALIFIER - FRANCE / SWITZERLAND 9 TSR2 Tu 22/11 20:45 CHAMPIONS LEAGUE: FC Soccer 95 12.8 209 30.3 THUN / ARSENAL LONDON 10 TSR2 Tu 18/10 20:45 CHAMPIONS LEAGUE: AJAX Soccer 93 12.7 208 32.9 / FC THUN

Top Non-Sport TSR1 Su 17/04 19:29 LE 19:30 News 29 29.3 478 70.2 Sources : Eurodata TV - Publica Data

Table 2.48 demonstrates that in the French cantons, football is the most popular televised sport taking all of the top broadcast spots for 2005. The majority of matches are FIFA World Cup qualifiers featuring the home nation, although Champions League matches involving Berne-based Thun, also make the top ten.

Chart 2.33 provides further evidence of football‟s dominance but also shows, not unsurprisingly in an Alpine country, that winter sports also enjoys a large following on television. Formula One ranks third in terms of number of broadcast appearances in the top 100 sports programme. Tennis is the only other sport making a notable impact in the rankings, partly influenced by the success of Swiss players Martina Hingis and, more significantly during the period in question, Roger Federer.

215

Chart 2.33. Top 100 Sports Broadcasts Analysis 2003-05 – Switzerland (Fr)

4 4 1 3 2 4 9 5 10 7 15 12 10 11 21 17

59 51 55

2003 2004 2005

Soccer Winter Sports Formula One Others Tennis Athletics Other motor sports Cycling 2003 2004 2005 Soccer 51 59 55 Winter Sports 21 11 17 Formula One 15 10 12 Others 0 7 0 Tennis 5 9 10 Athletics 4 4 2 Other motor sports 0 0 3 Cycling 4 0 1 Sources : Eurodata TV - Publica Data

Table 2.49.TV Universe Analysis - Switzerland (Fr) Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) TSR1 25.4 Public CH Yes Yes TF1 16.9 Private F Yes Yes FRANCE 2 9.4 Public F Yes Yes M6 8.9 Private F Yes Yes TSR2 6.2 Public CH Yes Yes FRANCE 3 5.6 Public F Yes Yes RTL9 3.3 Private F Yes Yes TNT 2.6 Private F Yes Yes ARTE 2.3 Public Yes No EUROSPORT 1.8 Private Yes Yes TMC 1.4 Private F Yes Yes TV5 1.3 Public F Yes Yes SF1 1.2 Public CH Yes Yes PLANETE 1.1 Private F Yes Yes OTHERS 12.6 Source: PUBLICA DATA AG / TELECONTROL

216

Chart 2.34. TV Market Share by Channel – Switzerland (Fr) 2005

TSR1 25.4

TF1 16.9

FRANCE 2 9.4

8.9 M6 TSR2 6.2

FRANCE 3 5.6 RTL9 3.3

TNT 2.6 ARTE 2.3

EUROSPORT 1.8 TMC 1.4

TV5 1.3 SF1 1.2

PLANETE 1.1 OTHERS 12.6

- 5.0 10.0 15.0 20.0 25.0 30.0

%

Source: PUBLICA DATA AG / TELECONTROL

Television viewing, at an average of 171 minutes per day is lower than the European average of 191.5 minutes.

Table 2.50. Average Viewing, Universe Size , Panel Analysis – Switzerland (Fr) Average daily viewing time per individual for 2005 171 Minutes Size of the universe (total individuals) : 1,633,800 Size of the panel (total individuals) : 1,317 Size of the panel (households) : 600 Time slot : 02:00 - 02:00 Source: PUBLICA DATA AG / TELECONTROL

The television ratings for German speaking Switzerland (overleaf) are similar to those in the French speaking region. Football dominates the top ten with much the same entries and in almost identical positions in the table.

217

Table 2.51. Top Ten Sports Broadcasts Switzerland (German Speaking) 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 SF 2 We 16/11 19:08 2006 FIFA WORLD CUP Soccer 118 31.3 1,575 66.5 QUALIFIER - TURKEY / SWITZERLAND 2 SF 2 We 12/10 20:38 2006 FIFA WORLD CUP Soccer 109 25.2 1,269 61.4 QUALIFIER - IRELAND / SWITZERLAND 3 SF 2 Sa 12/11 20:38 2006 FIFA WORLD CUP Soccer 108 24.3 1,225 59.4 QUALIFIER - SWITZERLAND / TURKEY 4 SF 2 Sa 08/10 20:39 2006 FIFA WORLD CUP Soccer 112 19.5 983 51.1 QUALIFIER - SWITZERLAND / FRANCE 5 SF 2 Sa 15/01 12:16 WORLDCUP: SKI DESCENT Winter Sports 121 18.7 940 71.3 MEN IN WENGEN 6 SF 2 We 30/03 20:22 2006 FIFA WORLD CUP Soccer 114 15.6 785 42.3 QUALIFIER - SWITZERLAND / CYPRUS 7 SF 2 We 14/09 20:40 CHAMPIONS LEAGUE: Soccer 105 15.1 760 44.9 ARSENAL LONDON / FC THUN 8 SF 2 Su 06/11 11:01 GP OF VALENCIA (SPAIN): 125 Moto racing 41 13.8 696 69.1 CCM 9 SF 2 Tu 23/08 20:10 CHAMPIONS LEAGUE - FC Soccer 109 13.7 688 35.3 THUN / MALMÖ FF 10 SF 2 Tu 22/11 20:40 CHAMPIONS LEAGUE - FC Soccer 106 13.5 680 37.1 THUN / ARSENAL LONDON

Top Non-Sport SF 1 Mo 22/08 19:30 TAGESSCHAU News 28 28.7 1,445 73.4 Sources : Eurodata TV - Publica Data

Chart 2.35. Top 100 Sports Broadcasts Analysis 2003-05 – Switzerland (Ger)

3 2 3 3 1 1 6 6 15 3 9 14

42 55 33

36 39 29

2003 2004 2005

Soccer Skiing Athletics Formula One Others Tennis Cycling

2003 2004 2005 Soccer 29 36 39 Skiing 55 33 42 Athletics 3 14 0 Formula One 6 9 15 Others 1 6 1 Tennis 3 2 3 Cycling 3 0 0 Sources : Eurodata TV - Publica Data

The major difference between the two is that skiing takes a much bigger slice of the top hundred broadcasts in the Germanic region at the expense of football and tennis in particular. In this respect, this part of Switzerland shows preferences that are much closer to the Nordic countries than major European markets. 218

Table 2.52.TV Universe Analysis - Switzerland (Ger) Channel Name Market Private / Analogue Advertising Share (%) Public terrestrial Breaks (Yes / No) (Yes / No) SF1 23.8 Public Yes Yes SF ZWEI 8.5 Public Yes Yes RTL 7.4 Private G Yes Yes SAT1 6.7 Private G Yes Yes ARD 5.8 Private G Yes Yes ZDF 5 Private G Yes Yes PRO7 4.6 Private G Yes Yes ORF1 4.2 Public Aus Yes Yes VOX 3.4 Private G Yes Yes RTL2 3.1 Private G Yes Yes SUPER RTL 3 Private G Yes Yes KABEL 1 2.5 Private G Yes Yes ORF2 2.2 Public Aus Yes Yes TELEZ 1.7 Private CH Yes Yes SW3 1.6 Public Yes Yes ARTE/KIKA 1.4 Public F/G Yes No BAYERN 3 1.2 Public G Yes Yes EUROSPORT 1.1 Private Yes Yes 3SAT 1 Public Yes Yes OTHERS 11.8 Yes Yes Source: Publica Data AG / Telecontrol

Chart 2.36. TV Market Share by Channel – Switzerland (Ger) 2005 SF1 23.8

SF ZWEI 8.5

RTL 7.4 SAT1 6.7

ARD 5.8

ZDF 5.0 PRO7 4.6

ORF1 4.2

VOX 3.4 RTL2 3.1

SUPER RTL 3.0

KABEL 1 2.5 ORF2 2.2

TELEZ 1.7

SW3 1.6 ARTE/KIKA 1.4

BAYERN 3 1.2

EUROSPORT 1.1 3SAT 1.0

OTHERS 11.8

- 5.0 10.0 15.0 20.0 25.0

%

Source: Publica Data AG / Telecontrol

219

Average daily viewing time in the German speaking region of Switzerland, at 147 minutes is well below the European average of 191.5 minutes.

Table 2.53. Average Viewing, Universe Size , Panel Analysis – Switzerland (Ger) Average daily viewing time per individual for 2005 147 Minutes Size of the universe (total individuals) : 5,033,100 Size of the panel (total individuals) : 2,254 Size of the panel (households) : 1,000 Time slot : 02:00 - 02:00 Source: Publica Data AG / Telecontrol

220

The Italian speaking cantons of Switzerland show a similar pattern in the top ten sports broadcasts although its Champions League loyalties are more biased towards Italian clubs.

Table 2.54. Top Ten Sports Broadcasts Switzerland (Italian Speaking) 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 TSI 2 We 16/11 19:17 2006 FIFA WORLD CUP Soccer 103 23.7 73 50.2 QUALIFIER - TURKEY / SWITZERLAND 2 TSI 2 We 12/10 20:46 2006 FIFA WORLD CUP Soccer 95 17.3 53 38.6 QUALIFIER - IRELAND / SWITZERLAND 3 TSI 2 Sa 12/11 20:45 2006 FIFA WORLD CUP Soccer 98 17.0 52 38.1 QUALIFIER - SWITZERLAND / TURKEY 4 TSI 2 Sa 08/10 20:46 2006 FIFA WORLD CUP Soccer 95 12.0 37 30.6 QUALIFIER - SWITZERLAND / FRANCE 5 TSI 2 Tu 12/04 20:43 CHAMPIONS LEAGUE: INTER / Soccer 83 11.9 37 28.7 AC MILAN 6 TSI 2 Tu 22/02 20:42 CHAMPIONS LEAGUE: REAL Soccer 101 11.8 36 28.4 MADRID / JUVENTUS TORINO 7 TSI 2 We 30/03 20:25 2006 FIFA WORLD CUP Soccer 105 10.4 32 24.7 QUALIFIER - SWITZERLAND / CYPRUS 8 TSI 2 Tu 27/09 20:45 CHAMPIONS LEAGUE: FC Soccer 95 9.9 30 24.5 THUN / SPARTA PRAG 9 TSI 2 We 13/04 20:42 CHAMPIONS LEAGUE: Soccer 100 9.7 30 24.0 JUVENTUS TORINO / FC LIVERPOOL 10 TSI 2 We 06/04 20:41 CHAMPIONS LEAGUE: AC Soccer 103 9.5 29 23.5 MILAN / INTER

Top Non-Sport TSI 1 We 16/02 20:00 TELEGIORNALE SERA News 31 28.4 87 61.7 Sources : Eurodata TV - Publica Data

Chart 2.37. Top 100 Sports Broadcasts Analysis 2003-05 – Switzerland (It)

2 4 1 4 1 2 2 7 2 7 6 2 9 13 32 39 22

53 50 42

2003 2004 2005

Soccer Winter Sports Formula 1 Cycling Other motor sports Others Tennis 2003 2004 2005 Soccer 42 53 50 Winter Sports 39 32 22 Formula 1 9 6 13 Cycling 7 2 2 Other motor sports 1 2 7 Others 0 4 2 Tennis 2 1 4 Sources : Eurodata TV - Publica Data 221

Analysis of the top 100 broadcasts shows a closer resemblance to French speaking regions than to the German, although tennis is again squeezed. The most surprising finding is the low showing for Formula One, not at all in keeping with Italian sports culture.

Table 2.55.TV Universe Analysis - Switzerland (It) Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) TSI 1 26.2 Public CH Yes Yes CANALE 5 11.9 Private I Yes Yes RAI 1 10 Public I Yes Yes ITALIA 1 7.9 Private I Yes Yes RAI 2 6.8 Public I Yes Yes TSI 2 6.5 Public CH Yes Yes RETE 4 5.5 Private I Yes Yes RAI 3 4.3 Public I Yes Yes SF1 2.1 Public CH Yes Yes LA 7 1.7 Private I Yes Yes TELETI 1.2 Private CH Yes Yes TSR 1 1.1 Public CH Yes Yes OTHERS 14.8 Source: PUBLICA DATA AG / TELECONTROL

Chart 2.38. TV Market Share by Channel – Switzerland (It) 2005

TSI 1 26.2

CANALE 5 11.9 RAI 1 10.0

ITALIA 1 7.9 RAI 2 6.8 TSI 2 6.5

RETE 4 5.5 RAI 3 4.3

SF1 2.1

LA 7 1.7 TELETI 1.2

1.1 TSR 1 OTHERS 14.8

- 5.0 10.0 15.0 20.0 25.0 30.0 %

Source: PUBLICA DATA AG / TELECONTROL

At 175 minutes, daily viewing is slightly below the European average of 191.5 minutes.

Table 2.56. Average Viewing, Universe Size , Panel Analysis – Switzerland (It)

Average daily viewing time per individual for 2005 175 Minutes Size of the universe (total individuals) : 308,000 Size of the panel (total individuals) : 589 Size of the panel (households) : 270 Time slot : 02:00 - 02:00 Source: PUBLICA DATA AG / TELECONTROL

222

United Kingdom

As with all the major European markets, football is the dominant sport in the United Kingdom taking nine of the top ten spots in Table 2.57 and the majority of the top 100 hundred in Chart 2.39.

The biggest match of 2005 was Liverpool‟s dramatic victory over AC Milan in the Champions League final. It is, however, notable that the total audience was 6.6 million, less than half the figure for the nation‟s leading broadcast in the year, the soap opera Eastenders.

To achieve a massive television rating in the UK now requires the England football team to reach the final stages of either the UEFA European Championships or the FIFA World Cup. In which case it is possible to achieve ratings above 15 million.

Table 2.57. Top Ten Sports Broadcasts United Kingdom 2005

Rank Channel Date Starting Programme Sport Duration TVR (%) 000 MSH (%) Time (min) Total Individuals 1 ITV1 We 25/05 19:02 CHAMPIONS LEAGUE FINAL - Soccer 234 17.3 6,627 44.0 AC MILAN / LIVERPOOL 2 BBC1 We 12/10 19:30 2006 FIFA WORLD CUP Soccer 148 17.0 6,782 38.4 QUALIFIER - ENGLAND / POLAND 3 BBC1 Sa 12/11 16:33 FRIENDLY INTERNATIONAL - Soccer 130 16.6 6,634 49.7 ARGENTINA / ENGLAND 4 ITV1 We 03/05 19:29 CHAMPIONS LEAGUE - Soccer 147 16.1 6,175 37.4 LIVERPOOL / CHELSEA 5 BBC1 We 07/09 19:29 2006 FIFA WORLD CUP Soccer 149 15.7 6,186 38.7 QUALIFIER - N. IRELAND / ENGLAND 6 BBC1 We 30/03 19:30 2006 FIFA WORLD CUP Soccer 148 15.1 5,671 34.2 QUALIFIER - ENGLAND / AZERBAIJAN 7 BBC1 Sa 08/10 15:30 2006 FIFA WORLD CUP Soccer 163 13.5 5,377 48.3 QUALIFIER - ENGLAND / AUSTRIA 8 BBC1 Sa 19/02 17:25 FA CUP - EVERTON / Soccer 129 13.0 4,853 36.8 MANCHESTER UTD 9 BBC1 Sa 09/04 16:10 GRAND NATIONAL Horse Racing 58 12.8 4,845 45.3 GRANDSTAND 10 BBC1 We 09/02 19:29 FRIENDLY INTERNATIONAL - Soccer 147 12.6 4,697 29.3 ENGLAND / NETHERLANDS

Top Non-Sport BBC1 Fr 18/02 20:00 EASTENDERS Soap Opera 60 25.8 14,305 57.8 Source: Eurodata - BARB In Table 2.57 The Grand National horse race made the top ten and this is one of several non-football sporting events considered to be premium (and in many cases listed for free-to-air broadcasting) content in the sporting calendar. Others include the Oxford v Cambridge boat race, snooker‟s World Championship, Wimbledon, the Derby, the British Grand Prix, rugby‟s and golf‟s British Open. Football‟s FA Cup Final is the other major on the list.

The most significant findings in Chart 2.39 are the strong showing for rugby in 2003, a direct result of England‟s IRB World Cup triumph in Australia. The final, against Australia, attracted an audience of more than 10 million despite being shown at 9.00 a.m. It compares with the 12.5 million who watched England‟s Quarter final with Brazil in the 2002 FIFA World Cup at a similar time of day.

Cricket‟s showing in 2005 was a result of the spellbinding Ashes victory, again over Australia, and ratings would have been higher had the series been on one of the major two channels.

The dominant free-to-air broadcasters in the United Kingdom are BBC1 and ITV, each of which has a strong sports portfolio. The other free-to-air channels BBC2, Channel 4 and Channel 5 have smaller sports offerings although Channel Five has Serie A live rights from 2007/08. BBC2, however, often shares events such as 223 snooker and Wimbledon with BBC1. Channel 4 (along with Setanta) is the major broadcaster of horse racing although the BBC has rights to the big three events, The Grand National, The Derby and Royal Ascot.

Chart 2.39. Top 100 Sports Broadcasts Analysis 2003-05 – United Kingdom

6 1 4 2 1 5 6 2 17 2 11 12 4

4 6 11

18

70 65 53

2003 2004 2005

Soccer Rugby Athletics Others Horse Racing Cricket Tennis Formula One

2003 2004 2005 Soccer 55 41 65 Cycling 0 0 2 Others 10 5 6 Olympic Games 0 39 0 Athletics 33 15 27 Formula 1 2 0 0 Source: Eurodata - BARB

BBC1 and ITV share rights to the major international football competitions such as the FIFA World Cup and the UEFA European Championships although ITV has exclusive free-to-air rights to the UEFA Champions League. The BBC, on the other hand, normally screens the Olympic Games and holds the rights until 2012.

The BBC also screens Wimbledon, the French and Australian Open in tennis, the British Open in golf, rugby‟s Six Nations and has the IAAF World Championship and European Athletics Championship rights. Domestically it also has the Rugby League Challenge Cup and football in Scotland with the League Cup and highlights for the Scottish Cup.

Overall, however, the BBC has seen its rights portfolio diminish in recent years with the loss of the Oxford v Cambridge boat race to ITV, test match cricket to Channel 4 (and subsequently Sky). From 2008, it will also have lost the FA Cup and England home internationals to ITV.

ITV has full rights to Formula One and the Rugby World Cup and it has secured rights to the latter stages of the UEFA Cup from 2007/08.

The UK‟s sporting landscape was changed forever when bought the rights to English Premiership football in 1992 and has retained them ever since. The Sky platform overall has a subscriber base of more than 5 million and it is its football content that is largely responsible for driving the numbers. In the most recent deal beginning in 2007/08, Sky has had to yield a little to newcomer Setanta, which has

224 secured secondary pay-TV live rights with free-to-air highlights remaining with the BBC.

Sky also has pay-TV rights to the FA Cup (until 2008) and the Champions League as well as the live rights to the English Carling Cup and the League Championship (effectively the second division, with highlights on ITV). It also has rights to the Community Shield, the early rounds of the UEFA Cup and La Liga and the Scottish (shared with the BBC) and Welsh national teams. Aside from football, Sky has rights to the following sports events:

Golf  The Ryder Cup  PGA Championship  US Open  PGA European Tour

Cricket  Test Match Cricket  One-day International Cricket  Twenty20 Cup  National League  County Championship  C&G Trophy

Rugby Union  Guinness Premiership  Heineken Cup  British and Irish Lions  England Rugby Union Autumn Internationals

Rugby League Super League

Tennis  US Open (with Eurosport)  ATP Tour (with Eurosport)  Tennis Masters Series (with Eurosport)  Davis Cup

1n 2007, Irish-based Setanta mounted the first major test to the dominance of Sky as a pay-TV platform in the UK. Setanta took a package of 46 live matches for the English Premier league depriving Sky of exclusivity. Setanta also has the live rights to the Scottish Premiership clubs Celtic and Rangers, and has taken from Sky the FA Cup pay-TV rights from 2008/09 along with England home internationals and the Community Shield. It is now the dominant broadcaster of international league football in the UK with the German Bundesliga, Dutch Eredivisie, Portuguese Liga and French Ligue 1.

The broadcaster has exclusive rights to the PGA Tour in golf with more than 80 events per year and in rugby it has the Celtic League (shared with the BBC and SC4) and Top 14 from France. It also has a large portfolio of horse racing and boxing events. Finally, it is the major broadcaster of US-based sport offering the NHL, MLB and NASCAR.

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Table 2.58. TV Universe Analysis – United Kingdom Channel Name Market Share Private / Analogue Advertising (%) Public terrestrial Breaks (Yes / No) (Yes / No) BBC 1 23.28 Public Yes No ITV 1 21.53 Private Yes Yes CHANNEL 4 + 9.72 Public Yes Yes BBC 2 9.42 Public Yes No FIVE 6.44 Private Yes Yes ITV 2 1.46 Private No Yes SKY ONE 1.34 Private No Yes SKY SPORTS 1 1.16 Private No Yes OTHERS 25.65 Source: BARB / TNS UK

Chart 2.40. TV Market Share by Channel – United Kingdom 2005

BBC 1 23.28

ITV 1 21.53 CHANNEL 4 + S4C 9.72

BBC 2 9.42 FIVE 6.44

ITV 2 1.46

SKY ONE 1.34

SKY SPORTS 1 1.16

OTHERS 25.65

0 5 10 15 20 25 30 %

Source: BARB / TNS UK

Table 2.58a TV Market Share by Minority Channel – United Kingdom 2005 Channel Share Channel Share (%) (%) CBEEBIES 0.0091 0.0063 E4 0.009 BBC3 0.006 ITV3 0.0084 HALLMARK 0.0058 UKTV GOLD 0.0081 BOOMERANG 0.0043 Source: BARB / TNS UK

Chart 2.41 shows that by preference, English sports fans prefer to watch football with tennis taking second place at 25%.

This is exactly in line with overall popularity findings in Section 4 where tennis achieved a 24% rating for popularity. However, several sports came above it including snooker, cricket and Rugby Union. Rugby‟s position in the television popularity chart is only marginally lower than expected and perhaps reflects the national team‟s dismal performances following their World Cup victory.

At the time of the SPORTFIVE survey, England had not won the dramatic Ashes series, which accounts for cricket‟s standing.

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Again, at the time of the survey British teams and drivers were not faring particularly well in Formula One. One question that arises from the two surveys is why snooker fared so badly as a favoured sport on television.

It is arguable that the British public is still fond of the sport following its huge popularity in the 1980s and as such will declare a strong interest in surveys. The puzzle, however, is that despite the fact that it has clearly lost some of its lustre, it still attracts large TV audiences to major events, especially the World Championship. Why only 7% should declare it a favoured sport is therefore difficult to explain.

Chart 2.41. Favoured sports on TV by Declared Preference (%) - England

60 53

50

40

30 25 21 20 14 13 10 7 7 10 6 6

0

Golf

Rugby Tennis

Boxing

Cricket

Football

Snooker Sport

Athletics Formula 1 Formula

Motor Other

Source: SPORTFIVE

Average television viewing in the UK, at 219 minutes is above the European average of 191.5 minutes.

Table 2.59. Average Viewing, Universe Size , Panel Analysis – UK Average daily viewing time per individual for 2005 219.06 Minutes Size of the universe (total individuals) : 55754000 Size of the panel (total individuals) : 11980 Size of the panel (households) : 4843 Time slot : 06:00 - 29:59 Source: BARB / TNS UK

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Broadcast Rights

Football

Table 2.60. FIFA World Cup 2010 International TV Deals Rights Event Season / Broadcast Broadcaster/Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start FIFA World Cup 2010 France TF1 $1.21 Live free-to-air Germany ARD / ZDF billion Live free-to-air Italy RAI Live free-to-air Spain TVE Live free-to-air UK BBC/ ITV Live free-to-air FIFA World Cup 2010 Belguim VRT home qualifying FIFA World Cup 2010 Germany Premiere Pay-TV Live FIFA World Cup 2010 Ireland RTE Live free-to-air FIFA World Cup 2010 Italy Sky Italia Pay-TV Live FIFA World Cup 2010 Russia VGTRK / First Channel Live FIFA World Cup 2007- South Africa SABC Sport Live FIFA World Cup 2010 US ABC / ESPN $100m English Language FIFA World Cup 2010/2014 US Univision $325 Spanish

Table 2.61. UEFA Euro 2008 International TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder UEFA Euro 2008 2008 Albania TOP/Digitalb (Pay TV) 19 on TOP, 31 on Digitalb UEFA Euro 2008 2008 Azerbaijan Lider Live/Highlights UEFA Euro 2008 2008 ONT Live/Highlights UEFA Euro 2008 2008 Belgium VRT Home qualifying UEFA Euro 2008 2008 Bulgaria DIEMA Live/Highlights UEFA Euro 2008 2008 Croatia HRT Live/Highlights UEFA Euro 2008 2008 Czech Prima €3.6m Live/Highlights UEFA Euro 2008 2008 Denmark TV2 Live/Highlights, qualifying UEFA Euro 2008 2008 Finland YLE live/highlights UEFA Euro 2008 2008 France TF1/M6 Live/Highlights UEFA Euro 2008 2008 France Eurosport France / W9 UEFA Euro 2008 2008 Georgia 2 Live/Highlights UEFA Euro 2008 2008 Germany ARD/ZDF Live/Highlights UEFA Euro 2008 2008 Greece ERT Live/Highlights UEFA Euro 2008 2008 Hungary MTV/Sport 1 Live/Highlights UEFA Euro 2008 2008 RUV Live/Highlights UEFA Euro 2008 2008 Italy RAI Live/Highlights UEFA Euro 2008 2008 Kazakhstan Khabar TV Live/Highlights UEFA Euro 2008 2008 Netherland NOS Live/Highlights UEFA Euro 2008 2008 Norway TV2/telenor Live/Highlights UEFA Euro 2008 2008 Poland Polsat Live/Highlights UEFA Euro 2008 2008 Portugal TVI (FTA) Sport TV Live/Highlights UEFA Euro 2008 2008 Romania TVR Live/Highlights UEFA Euro 2008 2008 Slovenia TV3PRVA Live/Highlights UEFA Euro 2008 2008 Spain TBA UEFA Euro 2008 2008 Sweden TV4 Live/Highlights UEFA Euro 2008 2008 Switzerland SRG Live/Highlights UEFA Euro 2008 2008 Turkey ATV Live/Highlights UEFA Euro 2008 2008 UK BBC/ITV Live/Highlights UEFA Euro 2008 2008 USA ESPN Live/Highlights

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Table 2.62. Current and future UEFA Champions League TV deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder UEFA CL 2006/2007 -Denmark TV3 FTA 2008/2009 UEFA CL 2006/2007 -Denmark Viasat Pay TV 2008/2009 UEFA CL Denmark TV 2 Sport Pay TV UEFA CL 2006/2007 -France TF1 FTA 2008/2009 UEFA CL 2006/2007 -France Canal+ Pay TV 2008/2009 UEFA CL 2006/2007 -Germany Premiere €200m FTA/Pay TV 2008/2009 UEFA CL 2006/2007 -Greece ERT FTA 2008/2009 UEFA CL 2006/2007 -Greece Supersport Pay TV 2008/2009 UEFA CL 2006/2007 -Ireland RTE FTA 2008/2009 UEFA CL 2006/2007 -Ireland Setanta Pay TV 2008/2009 UEFA CL 2006/2007 -Italy RAI 2006 FTA 2008/2009 UEFA CL 2006/2007 -Italy Sky Italia, Mediaset Pay TV 2008/2009 UEFA CL Latin ESPN, Dos, America ESPSN+ UEFA CL 2006/2007 -Netherland NOS FTA 2008/2009 s UEFA CL 2006/2007 -Netherland UPC Pay TV 2008/2009 s UEFA CL 2006/2007 -Norway TV3 FTA 2008/2009 UEFA CL 2006/2007 -Norway Viasat Pay TV 2008/2009 UEFA CL 2006/2007 -Spain Antena 3 2006 FTA 2008/2009 UEFA CL 2006/2007 -Spain Canal+ 2006 Pay TV 2008/2009 UEFA CL 2006/2007 -Sweden ZTV 2006 FTA 2008/2009 UEFA CL 2006/2007 -Sweden Viasat Pay TV 2008/2009 UEFA CL 2006-2009 Switzerland SRG SSR FTA UEFA CL 2006-2009 Switzerland Pay TV UEFA CL 2006/2007 -UK ITV 1994 FTA 2008/2009 UEFA CL 2006/2007 -UK BSkyB Pay TV 2008/2009 UEFA CL US ESPN2/Setana

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Table 2.63. UEFA Cup/Super Cup TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder UEFA UEFA / 2006/2007 -France Metropole Quarter -finals, Super 2008/2009 Television (M6, Semi-finals, Final, Cup W9) Super Cup (to 2008) UEFA UEFA / 2006/2007 -Germany Premiere (Pay TV) Quarter -finals, Super 2008/2009 Semi-finals, Final, Cup Super Cup UEFA UEFA / 2006/2007 -Germany ProSiebenSat.1 German teams Super 2008/2009 from Quarter- Cup finals onwards, Final, Super Cup UEFA UEFA / 2006/2007 -Greece Mega Channel First choice live Super 2008/2009 game/highlights UEFA UEFA / Italy Eurosport Super UEFA UEFA / 2006/2007 -Netherlands NOS Quarter-final Super 2008/2009 second leg, Semi- Cup final first leg, Final, Highlights UEFA UEFA / 2006/2007 -Netherlands RTL Quarter-final first Super 2008/2009 leg, Semi-final Cup second leg, Super Cup UEFA UEFA / 2006/2007 -Portugal RTP First choice live Super 2008/2009 game/highlights, Cup Super Cup UEFA UEFA / 2006/2007 -Romania Antena 1 Quarter-final to Super 2008/2009 Final, Super Cup UEFA UEFA / 2006/2007 -Spain Antena 3 First choice live Super 2008/2009 game/highlights UEFA UEFA / 2006/2007 -Turkey Show TV Quarter -finals, Super 2008/2009 Semi-finals, Final, Cup Super Cup UEFA UEFA / 2006/2007 -Turkey SkyTurk, Games not Super 2008/2009 broadcast by Cup Show TV UEFA UEFA / 2006/2007 -UK Five, ITV, BBC ITV has full rights Super 2008/2009 Scotland (Scottish from Quarter Cup clubs), Eurosport Finals on and & Sky One Super Cup to UEFA UEFA / till 2008/09 United FSC English language Super States UEFA UEFA / till 2008/09 United Fox en espanol Spanish language Super States

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Table 2.64. UEFA Under 21 Championship TV Deals

Rights Event Season / Broadcast Broadcaster/Broa Deal Deal Rights Holder Years Region dcast Rights Value Start Holder UEFA Under 21 France M6 Live Ch'ship UEFA Under 21 Germany Europsort Live Ch'ship UEFA Under 21 Italy RAI Live Ch'ship UEFA Under 21 Spain Sogecable Live Ch'ship UEFA Under 21 2007 UK BSkyB Live Ch'ship UEFA Under 21 US ESPN Live Ch'ship

Table 2.65. Belgian Football TV Deals

Rights Event Season / Broadcast Broadcaster/Broa Deal Deal Rights Holder Years Region dcast Rights Value Start Holder Belgian Belgium Belgacom €36m Football

Table 2.66. Danish Football TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder DBU Danish Cup, Denmark TV 2 Sport Danish 1st Division, Danish men's / women's DBU Superligaennational team Denmark TV2 Sport

Table 2.67. English Premiership Domestic TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Value Start Rights Holder EPL Premiership 2007/08 - UK BBC £171.6 m 2003 Highlights 2009/10 EPL Premiership 2007/08 - UK BSkyB £1,314 m 1992 61 Live 2009/10 Matches EPL Premiership 2007/08 - UK Setanta £392 m 2007/ 31 Live 2009/10 08 Matches EPL Premiership 2007/08 - UK BSkyB / BT £84.3 m 2007/ 242 delayed full 2009/10 08 matches per season

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Table 2.68 England FA Cup / National Team TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Value Start Rights Holder FA England 2007/08 UK BBC / BSKYB £80m p.a 2001 Live/Highlights National Team / FA Cup

FA England Home 2008/09 - UK ITV £275m 2008/ Live/Highlights Internationals / 2001/12 09 FA Cup

FA England Home 2008/09 - UK Setanta £150m 2008/ Live/Highlights Friendlies/ FA 2001/12 09 (17 FA Cup Cup / under- Matches per 21 season) Internationals / Community Shield

Table 2.69. English Football League / Carling Cup TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Value Start Rights Holder Football Championship 2005/08 UK BSkyB / ITV €159m BSkyB Live / League / Leagues 1,2 / ITV Highlights Carling Cup

Table 2.70. England FA Cup TV Deals Overseas

Rights Event Season/ Broadcast Broadcaster/B Deal Deal Rights Holder Years Region roadcast Value Start FA FA Cup 2007/08 Denmark TV 2 Sport Live

FA FA Cup 2007/08 France Canal+ Live

FA FA Cup 2007/08 Germany DSF Live

FA FA Cup 2007/08 Italy Sky Italia Live

FA FA Cup 2007/08 US Setanta Live Premium (PPV)

Table 2.71. England Football League/Carling Cup TV Deals Overseas Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Value Start Rights Holder FL League/Carling Denmark TV 2 Sport FL Carling Cup 2006-09 Hungary Sport 1 FL Championship 2006-09 Hungary Sport 1 FL Carling Cup Italy Sky Italia Live FL Championship 2007/08 - Netherlands Sport 2 FL Carling Cup 2007/08 - Netherlands Sport 3 FL Carling Cup US Setanta Live

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Table 2.72. English Premiership Overseas TV Deals

Rights Event Season / Broadcast Region Broadcaster Deal Deal Rights Holder Years /Broadcast Value Start Rights Holder EPL Premiership 2007/08 - Total 208 non-UK Various £625 m Various 2009/10 Countries EPL Premiership 2007/08- Finland, Sweden, Canal+ Nordic Live EPL Premiership France Canal+ Live EPL Premiership 2008/09 - Germany Premiere Live EPL Premiership Greece SuperSport Live EPL Premiership 2007/08 Japan Live EPL Premiership 2007/08- India, Pakistan, Sri ESPN Star 2004/ 370 live 2009/10 Lanka, Nepal, Sports 05 - matches Bangladesh, Bhutan, 2006/ per Mongolia, Maldives, 07 season Malaysia, Indonesia, South Korea, North Korea, Brunei, The Philippines, Cambodia, Laos, Myanmar, Vietnam, Taiwan, Macau EPL Premiership Italy Sky Italia Live EPL Premiership 2007/08- Middle East and North Showtime Live 2009/10 Africa Arabia EPL Premiership 2007/08- 48 countries in sub- GTV Aug Live 2009/10 Saharan Africa 2007 EPL Premiership 2007/08 - Netherlands Sport 1 / NOS Live 2009/10 EPL Premiership Spain Digital+ Live EPL Premiership 2006/07 - US Fox, Setanta Live 2009/10

Table 2.73. French Football League TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder LFP La Ligue 2007/08 - France France 2 2007 Highlights LFP La Ligue 2005/06 - France Canal Plus €1.8bn 2005 Live pay TV 2007/08 LFP La Ligue 2 France Eurosport

Table 2.74. French Cup / National Team TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder LFP French France TF1 Live National Team LFP French Cup France France 2, France Live 3, Eurosport

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Table 2.75. French La Ligue 1 Overseas TV Deals

Rights Event Season / Broadcast Broadcaster/Broa Deal Deal Rights Holder Years Region dcast Rights Value Start Holder La Ligue Denmark TV 2 Sport La Ligue Italy Sky Italia Live La Ligue Netherland RTL/Sport 1 La Ligue UK Sky Sporrts La Ligue USA Setanta Live

Table 2.76. German Bundesliga TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder DFL Bundesliga 1 2007/08- Germany Premiere €220 Live Pay- 2008/09 million TV DFL Bundesliga 2 Germany Premiere p.a DFL Bundesliga 1 2006/07 - Germany ARD / DSF Highlights 2007/08

Table 2.77. German National Team/DFB Cup TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder DFB German Germany ARD, ZDF Live National Team DFB DFB Cup Germany ARD, ZDF Live

Table 2.78. Bundesliga Overseas TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder DFL Bundesliga France Canal+ DFL Bundesliga Greece SuperSport Live DFL Bundesliga 1/2 Italy Sky Italia DFL Bundesliga 2006/07 - Netherland RTL/Sport 1 2008/09 s DFL Bundesliga Spain Digital+ DFL Bundesliga UK Setanta DFL Bundesliga through US GolTV 2008/09

Table 2.79. Greek National League TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder HFF Greek Super Greece Supersport Live League (a'Ethniki)

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Table 2.80. Italian National Team / Coppa Italia TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder FIGC Italian National Italy RAI Football Team

Lega Calcio Coppa Italia Italy RAI

Table 2.81. Italian Serie A TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder Fiorentina Serie A 2006/07 Italy Sky Italia €76m 2006/ Home Live – p.a 07 Palermo Serie A 2006/07 Italy Sky Italia 2006/ Home Live – 07 Sampdoria Serie A 2006/07 Italy Sky Italia 2006/ Home Live – 07 Parma Serie A 2006/07 Italy Sky Italia 2006/ Home Live – 07 Catania Serie A 2006/07 Italy Sky Italia 2006/ Home Live – 07 Roma Serie A 2006/07 Italy Sky Italia €102m Home Live – Juventus Serie A 2007/08 Italy Mediaset €108m Live Milan Serie A Italy Mediaset Premium 2005 Home & Away

Inter Serie A 2007/08 - Italy Mediaset Premium 2005 Home & Away 2008/09

Lazio Serie A Italy Mediaset Premium 2005 Home & Away Lega Calcio Serie B Italy Sky Italia

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Table 2.82. Serie A Overseas TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder Media Serie A 2007/08- Canada TLN 2007 Partners 2009/10 Media& Silva 2007/08- China CCTV Partners 2009/10 Media& Silva Serie A Denmark TV 2 Sport Partners Media& Silva Serie A 2007/08- France Canal+/Milan Partners 2009/10 Channel Media& Silva Serie A Germany Arena Partners Media& Silva Serie A Greece SuperSport Live Partners Media& Silva Serie A Netherlands Talpa TV/Sport 1 Partners Media& Silva Serie A 2007/08- Poland Canal+/Milan 2007/08 Partners 2009/10 Channel Media& Silva Serie A 2007/08- Portugal Sport Tv Partners 2009/10 Media& Silva Serie A 2007/08 Romania Sport One Partners – Media& Silva Serie A 2007/082009/10 - Russia RTR Partners 2009/10 Media& Silva Serie A 2007/08 - Balkan States Sport Add 2007/08 Live Partners 2009/10 Milan& Silva 2007/08 - Slovenia, Sport Add 2007/08 2009/10 Bosnia, Media Serie A 2007/08- SouthCroatia Africa SuperSport/Milan 2007/08 Partners 2009/10 Channel Media& Silva Serie A 2007/08- Spain Digital+ Partners 2009/10 Media& Silva Serie A 2007/08 Turkey 24 TV 2007/08 Partners Media& Silva Serie A 2006- Ukraine Poverkhost TV Partners 2010 Media& Silva Serie A UK Channel 5 Partners Media& Silva Serie A 2007/10 US 2007/08 Partners Channel & Silva Table 2.83. Netherlands - National Team and Cup TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder KNVB National team Netherlands RTL away-matches KNVB Dutch Cup Netherlands RTL

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Table 2.84. Netherlands – Eredivisie TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder Eredivisie The Eredivisie Netherlands RTL

Table 2.85. Netherlands – Eredivisie Overseas TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder Eredivisie The Eredivisie Denmark TV 2 Sport Eredivisie The Eredivisie UK Setanta Eredivisie The Eredivisie United States Setanta Live

Table 2.86. Norway – League / Cup and National Team TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Value Start Rights Holder NFF Norwegian Premier League / 2006- Norway Telenor €125m Live First Division / home 2009 Broadcast / internationals (men / women / TV2 youth) national cups (men / women) women's Premiere League

Table 2.87. Portugal Domestic League TV Deals

Rights Event Season / Broadcast Broadcaster/ Deal Deal Rights Holder Years Region Broadcast Value Start Rights Holder LPFP SuperLiga 2004/05- Portugal Sport TV Pay-TV live and highlights 2007/08

Table 2.88. Portugal Overseas TV Deals Rights Event Season / Broadcast Broadcaster / Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start SuperLiga Greece SuperSport Live Portuguese Liga UK

Table 2.89. Russia Premier League TV Deals

Rights Event Season / Broadcast Broadcaster/Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start PFL Premier 2007/10 Russia NTB Plus $100m Live Pay League TV PFL Premier Russia Channel 1 1 match League per week

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Table 2.90. Scotland National Team and Cup TV Deals

Rights Event Season / Broadcast Broadcaster / Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start

SFA Scotland UK BBC Scotland and Sky Football Team Sports SFA Scottish Cup UK Sky Sports

Table 2.91. Scottish Premiere League TV Deals

Rights Event Season / Broadcast Broadcaster / Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start

SPL Scottish Premier UK Setanta Sports, STV / League BBC (highlights)

Table 2.92.Scottish Premiere League Overseas TV Deals

Rights Event Season / Broadcast Broadcaster / Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start SPL Scottish Premier Denmark TV 2 Sport League SPL Scottish Premier France Canal+ League

Table 2.93. Spain National Team / Copa del Rey TV Deals

Rights Event Season / Broadcast Broadcaster / Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start

RFEF Spain National Spain Cuatro TV Team RFEF Copa del Rey Spain Digital+. TV3

Table 2.94. Spain Copa del Rey Overseas TV Deals

Rights Event Season / Broadcast Broadcaster / Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start

RFEF Copa del Rey Italy Sky Italia

Table 2.95. Spain – La Liga Overseas TV Deals Rights Event Season / Broadcast Broadcaster / Broadcast Deal Deal Rights Holder Years Region Rights Holder Value Start RFEF La Liga France Canal+ RFEF La Liga 2006/07 - Germany Premiere 2008/09 RFEF La Liga Greece SuperSport Live RFEF La Liga Italy Sky Italia RFEF La Liga 2006/07 - Netherlands RTL / Sport 1 Live 2008/09 RFEF La Liga 2006/07 - UK Sky Sports 2 Live matches 2008/09 per week RFEF La Liga through US & GolTV 2006 2008/09 Canada

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Table 2.96. Spain – La Liga TV Deals

Rights Holder Event Season / Broadcast Broadcaster / Deal Deal Rights Years Region Broadcast Rights Value Start Holder Real Madrid La Liga 2007/08 Spain Audiovisual Sport €55m Live (broadcast on Digital +) p.a Real Madrid La Liga 2008-14 Spain Mediapro (broadcasts €1.1bn Live on La Sexta / Digital +) Barcelona La Liga 2006-13 Spain Mediapro (broadcasts €1.1 Bn Live on La Sexta / Digital +) Atlético Madrid / La Liga 2009/10 - Spain €300m Live Getafe 2012/13

La Liga clubs La Liga 2008/09 Spain Audiovisual Sport Live (except Barcelona, (broadcast on Digital +) 37Sevilla) clubs including La Liga 2009/10 Spain Mediapro (broadcasts €500m Live Valencia, Seville, 2113/14 on La Sexta / Digital +) Zaragoza, Deportivo de La Coruña, Atlhetic de Bilbao, Villareal, Espanyol, , Levante, Osasuna, , Real Mallorca, R. Sociedad, Celta, Murcia, Almería and Valladolid La Liga -2008/09 Spain Canal 9 (Valencia) La Liga -2008/09 Spain TVC (Catalonia) RFEF Spanish 2007/08 - Spain La Sexta Televisó de Division 1 2009/10 Catalunya (Catalan region) RFEF Segunda Spain Digital+, TVG, TV3, 7 Division TV de Murcia, Canal 9, TV canaria, TV Publica Asturiana, Euskal Telebista, Telemadrid, Localia (all contracts awarded to individual teams)

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Table 2.97. Switzerland International / League TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder SFV Swiss Home 2006- Switzerland SRG SSR Live International 2012 Matches SFV Swiss League 2007/08- Switzerland Teleclub $10million 2007/ 130 Matches 2009/10 2008 matches p.a

Table 2.98. Wales International TV Deals

Rights Event Season / Broadcast Broadcaster / Deal Deal Rights Holder Years Region Broadcast Rights Value Start Holder WFA Welsh UK Sky Sports International Matches Football Team

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Motorsport

Table 2.99. Formula One International TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start FOM Formula One Albania Live FOM Formula One Argentina Live FOM Formula One Armenia Shant TV Live FOM Formula One Australia Network Ten Live FOM Formula One Austria ORF Live FOM Formula One Belgium Canvas / RTBF La Live FOM Formula One Bolivia Fox Sports Live FOM Formula One Brazil Rede Globo Live FOM Formula One Bulgaria BTV Live FOM Formula One Canada RDS / TSN Live FOM Formula One Chile Fox Sports Live FOM Formula One China CCTV-5 / SH-G Live FOM Formula One Costa Rica Fox Sports Live FOM Formula One Croatia HTV Live FOM Formula One Czech TV Czech Live Republic FOM Formula One Denmark TV2 Live FOM Formula One Estonia TV3 Live FOM Formula One Finland MTV3 and MTV3 MAX Live FOM Formula One France TF1 /Eurosport Live FOM Formula One Germany Premiere €80m.p.a Live FOM Formula One 2003- Germany RTL, DSF €85m.p.a Live FOM Formula One Greece Alpha TV Live FOM Formula One Hong Kong TV-Star Sports Live FOM Formula One Hungary RTL Klub Live FOM Formula One Iceland Sjónvarpið Live FOM Formula One India Star Sports Live FOM Formula One Indonesia Global TV Live FOM Formula One Ireland Setanta Sports Live FOM Formula One Israel Channel 5 Live FOM Formula One Italy Rai Uno Live FOM Formula One Japan Fuji Television Live FOM Formula One Kazakhstan Khabar Live FOM Formula One Latvia LNT Live FOM Formula One Lithuania TV3, TV Live FOM Formula One Malaysia 8TV Live FOM Formula One Mexico Televisa /Fox Sports Live FOM Formula One Monaco Télé Monte Carlo Live FOM Formula One Montenegro TVCG 2 Live FOM Formula One Netherlands RTL 7 Live FOM Formula One New Zealand 1 / TVNZ Live Digital FOM Formula One Norway TV3 Live FOM Formula One Philippines Star Sports Live FOM Formula One Poland Polsat Live FOM Formula One 2007- Portugal Sport TV Live FOM Formula One Qatar Live FOM Formula One Romania TVR Live FOM Formula One Russia Ren-TV Live FOM Formula One Serbia B92 Live FOM Formula One Singapore ESPN Star Sports Live FOM Formula One Slovakia TV Markíza Live FOM Formula One Slovenia POP TV Live

241

Table 2.99a. Formula 1 TV Deals Continued

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start FOM Formula One South Africa DStv Live FOM Formula One -2008 Spain Telecinco Live FOM Formula One 2009- Spain La Sexta 2009 Live FOM Formula One Sweden TV3 Live FOM Formula One Switzerland SF2 / TSR2 / TSI 2 Live FOM Formula One Taiwan Star Sports Live FOM Formula One Thailand Star Sports Live FOM Formula One Turkey CNN TÜRK Live FOM Formula One Ukraine Megasport Live FOM Formula One 2007- United ITV Live 2010 Kingdom FOM Formula One 2007- US Speed TV 1996 13 Grands 2009 Prix FOM Formula One 2007- US Fox 1997 Canadian, 2009 US, French, British FOM Formula One Venezuela Televen Live

Table 2.100. MotoGP International TV Deals

Rights Event Season Broadcast Region Broadcaster Deal Deal Rights Holder / Years Value Start Dorna MotoGP Africa Super Sport Dorna MotoGP Asia ESPN/Star Dorna MotoGP Australia Ten /Fox Dorna MotoGP 2008 Belgium RTL Club Dorna MotoGP Cyprus CYBC 2 2007 Live Dorna MotoGP 2008 Czech Republic CT2 Live

Dorna MotoGP Ecuador Relad 2007 Live Dorna MotoGP El Salvador Ch2 & 4 2007 Live Dorna MotoGP Europe Eurosport Dorna MotoGP 2009 Finland Nelonen Live Dorna MotoGP Iceland Skjarinn Einn 2007 Live (Screen One) Dorna MotoGP India Ten Sports Dorna MotoGP 2007-11 Italy Mediaset Live Dorna MotoGP Japan NTV Dorna MotoGP Latin America ESPN/ESPN Dos/ESPSn+/ESP N Brazil Dorna MotoGP Middle East/N Africa Al Jazeera Sports Dorna MotoGP 2009 Netherlands RTL Live Dorna MotoGP New Zealand Sky TV 2007 Live Dorna MotoGP New Zealand Prime TV/TVNZ Highlights Dorna MotoGP Slovenia POP TV 2007 Live Dorna MotoGP 2007-11 Spain TVE Live Dorna MotoGP 2009 UK BBC Live Dorna MotoGP United States CBS/Speed

242

Table 2.101. World Rally Championship International TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start WRC WRC Asia ESPN Star Sports WRC WRC Austria ORF Super Special Stage - 2 one hour long programmes WRC WRC Belarus CTV WRC WRC Denmark TV 2 Sport WRC WRC Europe Eurosport / Al WRC WRC Finland YLE WRC WRC France France TV WRC WRC Germany RTL WRC WRC Ireland RTE WRC WRC Japan J-Sports Super Special Stage - 2 one hour long programmes WRC WRC Latin America ESPN Latin WRC WRC New Zealand Sky TV Super Special Stage - 2 one hour long programmes WRC WRC Norway NRK Super Special Stage - 2 one hour long programmes WRC WRC Portugal Sport TV Portugal WRC WRC Russia Drive TV / RTR WRC WRC Spain TVE WRC WRC UK Eurosport & ITV (Highlights) WRC WRC Ukraine MMS

Table 2.102. DTM TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start DTM DTM Germany DSF DTM DTM Italy Sky Italia DTM DTM UK Motors TV

Table 2.103. NASCAR TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start NASCAR Nextel Cup Series Australia Fox Sports NASCAR Nextel Cup Series Denmark TV 2 Sport NASCAR Nextel Cup Series Germany Premiere NASCAR Nextel Cup Series Italy Sky Italia NASCAR Nextel Cup Series Latin America Speed Channel NASCAR Nextel Cup Series UK Setanta / Channel Five NASCAR Nextel Cup Series 2007-14 US Disney (ABC- $4.5 Live ESPN), Fox and billion Time Warner

243

Table 2.104. A1 Grand Prix International TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start A1GP A1 Grand Prix Austria Premiere Live A1GP A1 Grand Prix Asia ESPN Star Sports Live A1GP A1 Grand Prix Bosnia OBN Live A1GP A1 Grand Prix Slovenia TV3 Live A1GP A1 Grand Prix France Eurosport France Live A1GP A1 Grand Prix Germany Premiere Live A1GP A1 Grand Prix Greece / Supersport Highlights Cyprus A1GP A1 Grand Prix Hungary Halozat Televizia Live A1GP A1 Grand Prix Ireland RTE Live A1GP A1 Grand Prix Italy Sky Italia Live A1GP A1 Grand Prix 2006- Latin America, Fox Sports Live 2007 Central and South America A1GP A1 Grand Prix Mexico Televisa Deportes Live A1GP A1 Grand Prix Middle East Al Jazeera Sports Live A1GP A1 Grand Prix 2006- Netherlands RTL 7 Live A1GP A1 Grand Prix 2006- New Zealand TV3 Live A1GP A1 Grand Prix Poland Polsat Live A1GP A1 Grand Prix Russia RTR Sport Highlights A1GP A1 Grand Prix Spain Sogecable Live A1GP A1 Grand Prix UK BSkyB Live A1GP A1 Grand Prix UK Channel Five Highlights A1GP A1 Grand Prix Ukraine Poverkhnost TV Live A1GP A1 Grand Prix USA Speed TV Live A1GP A1 Grand Prix Switzerland Premiere Live

Table 2.105. FIA GT Championship TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start SRO FIA GT Italy Sky Italia Championship SRO FIA GT UK & Channel 4 Championship (Highlights)

Table 2.106. IndyCar TV Deals Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start IRL Indy Car Australia ESPN Australia IRL Indy Car Denmark TV 2 Sport IRL IndyCar Germany Premiere IRL Indy Car Latin ESPN IRL IndyCar UK BSkyB, Five IRL Indy Car US ABC, ESPN,

244

Table 2.107. V8 Supercars TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start V8 SA Pty V8 Supercars 2007- Australia Seven Network €12m p.a Live V8 SA Pty V8 Supercars Europe Eurosport V8 SA Pty V8 Supercars New Zealand TV1 V8 SA Pty V8 Supercars UK Motors TV (delayed) & Five (highlights) V8 SA Pty V8 Supercars USA Speed TV

Table 2.108. Champ Car TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start CCWS Champ Car 2007- Finland MTV3 Finland CCWS Champ Car UK Eurosport & Motors TV (delayed) CCWS Champ Car US 11 races on ABC/ESPN/ESPN2 remainder on CBS or NBC

Table 2.109. GP2 Series TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start FOM GP2 Italy Sky Italia FOM GP2 UK Eurosport & ITV (Highlights)

Table 2.110. World Series by Renault TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start Renault World Series Argentina Fox Latin America Live Renault World Series Belgium BeTV Live Renault World Series France Sport+ Live Renault World Series Netherlands SBS 6 Highlights Renault World Series Mexico Fox Latin America Live Renault World Series Serbia RTS Live Renault World Series Russia VGTRK Live Renault World Series Spain TVE Live Renault World Series Singapore ESPN Highlights Renault World Series UK BSkyB Highlights

245

Table 2.111. Miscellaneous Motorsport TV Deals - UK

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start WTCC World UK Eurosport Touring Car Drift inc FormulaChampionshi D UK Bravo (television FIM World UK Eurosportchannel) & Superbike Channel 4 GT-A Super GT UK Motors(Highlights) TV BTCC British UK Motors TV & ITV Touring Car GPMG GrandChampionshi Prix UK BSkyB AMA AMA UK Motors TV Dorna British UK ITV, BSkyB Sports Superbike (Delayed)

Table 2.112. Miscellaneous Motorsport TV Deals - Italy

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start Porsche Porsche Italy Sky Italia Supercup FIM World 2007- Italy LA7 Televisioni Superbike 2008

246

Athletics

Table 2.113. IAAF World Championships 2007 TV Deals

Rights Event Season Broadcast Broadcaster / Deal Deal Rights Holder / Years Region Broadcast Value Start Rights Holder IAAF World Championships Austria ORF IAAF World Championships Europe Eurosport IAAF World Championships Finland YLE IAAF World Championships France France 2/3 IAAF World Championships Germany ARD / ZDF IAAF World Championships Greece ERT IAAF World Championships Ireland RTE IAAF World Championships Netherlands NOS IAAF World Championships Norway NRK IAAF World Championships Poland IAAF World Championships Portugal RTP IAAF World Championships Spain TVE IAAF World Championships Sweden SVT IAAF World Championships Switzerland SRG IAAF World Championships UK BBC IAAF World Championships 2007/09 US NBC 6 hrs live IAAF World Championships 2007/09 US Versus 50 hrs

Table 2.114. IAAF Golden League TV Deals

Rights Event Season Broadcast Broadcaster / Deal Deal Rights Holder / Years Region Broadcast Value Start Rights Holder IAAF Golden League 2006- Germany Premiere Live Meetings 2008 IAAF Golden League UK Setanta Sports Meetings

Table 2.115 European Athletics Championships TV deals

Rights Event Season Broadcast Broadcaster / Deal Deal Rights Holder / Years Region Broadcast Value Start Rights Holder EAA European Athletics Europe Eurosport Championships

EAA European Athletics Spain TVE Championships

EAA European Athletics UK BBC Championships

247

Table 2.116. EAA European Cup TV Deals

Rights Event Season Broadcast Broadcaster / Deal Deal Rights Holder / Years Region Broadcast Value Start Rights Holder EAA European Cup Europe Eurosport EAA European Cup UK BBC

Table 2.117. London Marathon TV Deals

Rights Event Season Broadcast Broadcaster / Deal Deal Rights Holder / Years Region Broadcast Value Start Rights Holder London London Marathon UK BBC Marathon London London Marathon Europe Eurosport Marathon London London Marathon US WCSN Marathon

Table 2.118. Miscellaneous UK Athletics TV Deals

Rights Event Season Broadcast Broadcaster / Deal Deal Rights Holder / Years Region Broadcast Value Start Rights Holder CGF Commonwealth UK BBC Games UK Norwich Union 2004-08 UK BBC Athletics Athletics UK UK Indoor 2004-08 UK BBC Athletics Athletics UK Grand Prix UK Eurosport Athletics Meetings Nova Great North Run UK BBC

Table 2.119. French Domestic Athletics TV Deals

Rights Event Season Broadcast Broadcaster / Deal Deal Rights Holder / Years Region Broadcast Value Start Rights Holder FFA French domestic France France 2 / athletics France 3

Table 2.120. Paris Marathon TV Deals

Rights Event Season Broadcast Broadcaster / Deal Deal Rights Holder / Years Region Broadcast Value Start Rights Holder Paris Paris Marathon Europe Eurosport Marathon

248

Basketball

Table 2.121. ULEB Basketball TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start ULEB Euroleague Belgium Be TV ULEB Euroleague Finland Viasat ULEB Euroleague France Canal Plus ULEB Euroleague Germany ULEB Euroleague Greece Supersport ULEB Euroleague Hungary Viasat ULEB Euroleague 2006-2009 Italy Sky Italia ULEB Eurloeague 2006-2010 Latin ESPN American & Oceania (excl), Africa, Japan, Isreal (non-excl)

ULEB Euroleague Poland Canal Plus ULEB Euroleague Spain TVE, Digital+, Forta, Sportmania ULEB Euroleague UK UKTV Sport

Table 2.122. German BBL Basketball TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start BBL Bundesliga Germany Premiere

Table 2.123. Greek HEBA Basketball TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start HEBA A1 Ethniki Greece Supersport

Table 2.124. Italian FIP Basketball TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start FIP Campionato Italy Sky Italia di Basket FIP Serie A Italy Sky Italia FIP Italian Cup Italy Sky Italia FIP Italian Italy Sky Italia Supercup FIP Serie A Italy Sky Italia (female)

249

Table 2.125. Spanish Basketball TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start FIBA FIBA World 2006 Spain La Sexta Championship - Men 2006

ACB Liga ACB Spain TVE, Digital+, Forta

Table 2.126. NBA European TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start NBA NBA Greece Supersport NBA NBA 2006-2007 Germany Premiere NBA NBA Spain Digital+

Cricket

Table 2.127. UK Cricket TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start ECB Test Match Cricket 2006-09 UK BSkyB £55m 2006 Live ECB One-day 2006-09 UK BSkyB p.a 2006 Live International Cricket ECB Twenty20 Cup 2006-09 UK BSkyB 2006 Live ECB National League 2006-09 UK BSkyB 2006 Live ECB County 2006-09 UK BSkyB 2006 Live Championship ECB C&G Trophy 2006-09 UK BSkyB 2006 Live ECB Test Match Cricket 2006-09 UK Channel Five 2007 Highlights ICC Cricket World Cup 2007 UK BSkyB Live ICC Cricket World Cup 2007 UK BBC Highlights ECB Overseas UK Sky Sports International Cricket until 2012 ECB Overseas One-day UK Sky Sports International Cricket ECB The Ashes 2006- UK BBC Sport 2007

Cycling

Table 2.128. UCI Pro Tour TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start UCI UCI ProTour Europe Eurosport UCI UCI ProTour Italy Eurosport UCI UCI ProTour Spain TVE,

250

Table 2.129. Miscellaneous European Cycling TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start RCS Sport Milan-San Remo 2007-08 Europe Eurosport RCS Sport 2007-08 Europe Eurosport RCS Sport Tirreno-Adriatico 2007-08 Europe Eurosport ASO Paris-Nice Europe Eurosport Tour of Flanders Europe Eurosport ASO Paris-Roubaix Europe Eurosport ASO Liege-Bastogne- Europe Eurosport Liege UCI World Track Europe Eurosport Championships - Mallorca UCI World Road Europe Eurosport Championships - Stuttgart

Table 2.130. World Cycling Championships TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start UCI World Cycling Europe Eurosport Championships UCI World Cycling UK BBC Championships

Table 2.131. Tour de France European TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start ASO Tour de France 2003-08 France France TV Live ASO Tour de France Denmark TV 2 Sport ASO Tour de France Europe Eurosport Live ASO Tour de France Italy Eurosport Live ASO Tour de France Spain TVE, Eurosport ASO Tour de France UK ITV ASO Tour de France 2007 US Versus Live

Table 2.132. Giro d’Italia European TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start RCS Giro d'Italia Italy RAI, Eurosport Live RCS Giro d‟Italia 2007-08 Europe Eurosport RCS Giro d'Italia Spain TVE, Eurosport

Table 2.133 Vuelta a Espana European TV Deals .

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start Unipublic Vuelta a Spain Antena 3, España Eurosport Unipublic Vuelta a Europe Eurosport España Unipublic Vuelta a Italy Eurosport España

251

Equestrian

Table 2.134. FEI Samsung Super League TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start FEI Samsung Super Africa M-Net League FEI Samsung Super Asia CNBC / ESPN League Star FEI Samsung Super Europe Eurosport / League CNBC FEI Samsung Super France Equida League FEI Samsung Super Ireland RTE League FEI Samsung Super Italy RAI League FEI Samsung Super Netherlands NOS League FEI Samsung Super Spain TVE League FEI Samsung Super UK BSkyB League FEI Samsung Super US Horse TV League

Golf

Table 2.135. PGA Tour TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start PGA PGA Tour 2007-2009 Germany Premiere PGA PGA Tour Greece SuperSport PGA PGA Tour 2007-2013 UK & Rep. Setanta £9.2m 2007 of Ireland

Table 2.136. PGA Championship TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start PGA PGA 2007-2016 UK Sky Sports Championship PGA PGA 2007 - US CBS $600m 19 Championship 2012 events per season PGA PGA 2007 - US NBC 10 Championship 2012 events per season PGA PGA 2006-2021 US The Golf Championship Channel

252

Table 2.137. PGA European Tour TV Deals

Rights Holder Event Season / Broadcast Broadcaster Deal Deal Rights Years Region Value Start PGA European PGA European France Canal Plus Tour Tour PGA European PGA European Spain Golf Plus Tour Tour (Sogecable) PGA European PGA European Germany Premiere Tour Tour PGA European Wentworth - 2008 UK BBC Tour PGA European Various Except - 2008 UK BSkyB Tour Wentworth

PGA European PGA European contract UK SKY Sports Tour Tour extended 4 years

Table 2.138. Ryder Cup 2008 TV Deals

Rights Holder Event Season / Broadcast Broadcaster Deal Deal Rights Years Region Value Start PGA (Europe / US) Ryder Cup 2008 Austria ORF PGA (Europe / US) Ryder Cup 2008 Belgium BeTV PGA (Europe / US) Ryder Cup 2008 Czech Pragosport Republic PGA (Europe / US) Ryder Cup 2008 Finland Nelonen/Chan nel 4 Finland PGA (Europe / US) Ryder Cup 2008 France Canal+ PGA (Europe / US) Ryder Cup 2008 Germany Premiere PGA (Europe / US) Ryder Cup 2008 Greece SuperSport PGA (Europe / US) Ryder Cup 2008 Iceland RUV PGA (Europe / US) Ryder Cup 2008 Italy Sky Italia PGA (Europe / US) Ryder Cup 2008 Malta Melita Cable PGA (Europe / US) Ryder Cup 2008 Netherlands Sport1 PGA (Europe / US) Ryder Cup 2008 Poland IKO Kabelteve PGA (Europe / US) Ryder Cup 2008 Portugal Sport TV PGA (Europe / US) Ryder Cup 2008 Russia NTV Plus PGA (Europe / US) Ryder Cup 2008 Scandinavia Vassat PGA (Europe / US) Ryder Cup 2008 Spain Canal+ PGA (Europe / US) Ryder Cup 2008 Spain TVE PGA (Europe / US) Ryder Cup 2008 UK & BSkyB Live Ireland PGA (Europe / US) 2008 UK BBC Highlights

PGA (Europe / US) Ryder Cup 2008 USA NBC PGA (Europe / US) Ryder Cup 2008 USA USA Network

253

Table 2.139. British Open TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start R&A British Open France Canal+ R&A British Open Germany Premiere R&A British Open Italy Sky Italia R&A British Open Spain Digital+ R&A British Open US TNT/ABC R&A British Open UK BBC Live

Table 2.140. PGA Grand Slam TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start PGA Grand Slam France Canal Plus PGA Gram Slam Spain Golf Plus (Sogecable)

Table 2.141. TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start German Germany Premiere Masters

Table 2.142. Seve Trophy TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start Seve Trophy Spain Golf Plus (Sogecable)

Table 2.143. Miscellaneous Golf Event UK TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start Augusta US Masters - 2007 UK BBC National Inc Solheim Cup UK BSkyB USGA US Open - 2009 UK BSkyB PGA World Golf UK BSkyB Championship

254

Horse Racing

Table 2.144. UK Horse Racing TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start Royal Ascot UK BBC Royal Ascot Spain Digital+ Royal Ascot US TVG Grand National UK BBC Grand National Spain Digital+ Epsom Derby UK BBC Cheltenham UK Channel 4 Festival Newmarket UK Channel 5 Racecourse Flat racing - 2010 UK BBC, Channel £2m p.a 4 Flat racing UK Attheraces, BSkyB National Hunt - 2010 UK BBC, Channel racing 4 National Hunt UK Attheraces, racing BSkyB Racing UK 2007- UK Channel 4 €16m Racecourses 2009 Racing Events 2006- UK Setanta Sports 2006 Racing UK 2009/10 / Racing UK live UK and US racing coverage

255

Olympic Games

Table 2.145. Olympic Games TV Deals

Rights Event Season / Broadcast region Broadcaster Deal Value Deal Rights Holder Years / Rights Start IOC 2006 2006-08 Europe EBU $578 million Live Winter Games IOC 2008 Summer Games IOC 2006 2006-08 US NBC $1.8 billion Live Winter Games IOC 2008 Summer Games IOC Summer 2008 Europe Eurosport Games IOC Winter 2010 Europe Eurosport Games IOC Winter 2010 US NBC Live Games IOC Summer 2012 Bahrain, Djibouti, Arab States $21m Live Games Iraq, Mauritania, Broadcasting Oman, Qatar, Union Saudi Arabia, Sudan, Syria, United Arab Emirates, Kuwait, Yemen IOC Summer 2012 Europe Eurosport Games IOC Summer 2012 US NBC Live Games IOC All Games 2006-12 France France 2, 3, Live Eurosport IOC All Games 2006-12 Germany ARD, ZDF Live IOC All Games 2006-12 Italy RAI Live IOC All Games 2006-12 Spain TVE Live IOC All Games 2006-12 UK BBC Live

256

Rugby Union

Table 2.146. Rugby World Cup 2007 TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start IRB Rugby World 2007 Australia Network 10 $7.7 Live Cup million IRB Rugby World 2007/11 France TF1 Cup IRB Rugby World 2007 Ireland Setanta/RTE Cup IRB Rugby World 2007 Italy Sky Italia Cup IRB Rugby World Latin ESPN+ Cup America IRB Rugby World 2007 UK ITV Live Cup IRB Rugby World 2007 US Setanta Live Cup

Table 2.147. Six Nations TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start Six Nations RBS Six France France 2, 3 Live Committee Nations Six Nations RBS Six Italy La7 Live Committee Nations Six Nations RBS Six Ireland RTE Live Committee Nations Six Nations RBS Six -2009 UK BBC, S4C Live Committee Nations Six Nations 6 Nations US Setana Live Committee Rugby Sports 24/7

Table 2.148. Heineken Cup TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start ERC Heineken Cup France Canal+, Live, France 2 highlights ERC Heineken Cup Ireland BSkyB ERC Heineken Cup Ireland RTE Deferred matches ERC Heineken Cup 2006- Latin America, ESPN 2010 Australia, New International Zealand, Mid East, N Africa ERC Heineken Cup 2003-06 UK BSkyB £20m 2003 Live ERC Heineken Cup UK SC4 ERC Heineken Cup US Setana Sports 24/7

257

Table 2.149. Guinness Premiership TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start Premier Guinness -2009/10 UK BSkyB 1994 Live Rugby Premiership Premier Guinness US Setana Rugby Premiership Sports 24/7 Premier Guinness Italy Sky Italia Rugby Premiership

Table 2.150. Top 14 TV deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start The Ligue Top 14 2003/04- France Canal+, €76m 1998 Live Nationale 2006/07 France 2 de Rugby The Ligue Top 14 UK Setanta Live Nationale de Rugby

Table 2.151. Magners Celtic League TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start Celtic Celtic -2010 UK BBC, S4C, Live League League Setanta Celtic Celtic Ireland Setanta League League Celtic Celtic US Setanta League League Sports 24/7

Table 2.152. Super 10 TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start FIR Super 10 Italy Sky Italia FIR Super 10 US Setana Sports 24/7

Table 2.153. EDF Energy Cup TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start RFU / EDF Energy UK BBC Live Premier Cup Rugby RFU / EDF Energy US Setana Premier Cup Sports 24/7 Rugby Channel

258

Table 2.154. French Rugby - Domestic Television Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start ERC European France France 3, 4 Challenge FFR France France France 2, 3 Rugby

Table 2.155.Miscellaneous National Team TV Deals (UK)

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years region Value Start British and UK BSkyB Live Irish Lions IRU Ireland Rugby UK BBC Live Union WRU Wales Rugby -2010 UK BBC, S4C Live Union SRU Scotland UK BBC Live Rugby Union RFU Autumn -2009/10 UK BSkyB Live Internationals

Sailing

Table 2.156. 2007 America’s Cup TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start ACM America's Cup 2007 France Canal + Sport, Sport +, Canal + Premium, I Tele ACM America's Cup 2007 Germany ARD, ZDF, NDR ACM America's Cup 2007 Italy LA7 Sailing Channel ACM America's Cup 2007 Spain TVE1 & TV2, Canal Teledeporte, Canal Nou ACM America's Cup 2007 UK BSkyB ACM America's Cup 2007 USA OLN

259

Snooker

Table 2.157. Snooker TV Deals (UK)

Rights Event Season/ Broadcast Broadcaster Deal Value Deal Rights Holder Years Region Start World The Grand Prix 2006-11 UK BBC £18 million Snooker World The UK UK BBC Snooker Championship UK BBC Snooker World World UK BBC Snooker Championship The Welsh Wales BBC Wales Open

Table 2.158. Snooker TV Deals (Europe)

Rights Event Season/ Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start The Welsh Europe Eurosport Open The China Europe Eurosport Open

Tennis

Table 2.159. ATP Tour TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start ATP ATP Tour Germany Eurosport, DSF, ZDF ATP ATP Tour Spain Digital+ ATP ATP Tour United Kingdom Sky Sports, Eurosport ATP ATP Tour Unted States ESPN, The

Table 2.160. ATP Masters Series TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start ATP Masters Series Australia Fox Sports ATP Masters Series Germany DSF ATP Masters Series Latin ESPN, ESPN America Dos, ESPN+, ESPN Brazil ATP Masters Series Spain Digital+ ATP Masters Series France France 2, 3, Canal+ ATP Masters Series Italy Italia 1 (), Sky Italia ATP Masters Series UK Sky Sports

260

Table 2.161. WTA TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start WTA WTA Tour France Alastic, France 3 Alsace, Paris Premiere WTA WTA Tour Germany Europsort, WTA WTA Tour Italy Eurosport, Sky Italia WTA WTA Tour United Kingdom Eurosport WTA WTA Tour United States ABC, CBS, ESPN/ESPN2, The tennis channel, time warner, versus, WRNN

Table 2.162. Australian Open TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start Tennis Australian Australia Seven Australia Open Network/Fox Sports Tennis Australian Europe Eurosport Australia Open Tennis Australian Germany Eurosport Australia Open Tennis Australian Italy Eurosport Australia Open Tennis Australian Latin America ESPN, ESPN Australia Open Dos, ESPN+, ESPN Brazil Tennis Australian Spain TVE Australia Open Tennis Australian United Kingdom BBC, Eurosport Australia Open Tennis Australian United States ESPN/ESPN2/E Australia Open SPN Deportes (Same-day)/The Tennis Channel

261

Table 2.163. French Open TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start FFT French Open 2007 France France 2, 3, 4 FFT French Open Australia Fox Sports FFT French Open 2007 Belgium Sporza, VRT, RTBF FFT French Open 2007 Europe Eurosport FFT French Open Germany Eurosport FFT French Open 2007 Ireland TG4 FFT French Open Italy Eurosport FFT French Open Latin America ESPN, ESPN Dos, ESPN+, ESPN Brazil FFT French Open 2008- Pan-European European £14 2008 minimum 2011 Broadcast Union million coverage p.a at 490 hours FFT French Open Spain TVE FFT French Open United Kingdom BBC, Eurosport

FFT French Open United States ESPN/ESPN2/E SPN Deportes (Same-day)/The Tennis Channel/NBC

Table 2.164. US Open TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start USTA US Open United States USA/CBS USTA US Open Australia Fox Sports/Nine Networks

USTA US Open 2007- Europe & North Eurosport 2012 Africa USTA US Open Germany Eurosport USTA US Open Italy Eurosport USTA US Open Latin America ESPN, ESPN Dos, ESPN+, ESPN Brazil USTA US Open till 2008 United Kingdom Sky Sports, Eurosport

262

Table 2.165. Wimbledon TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start All England Wimbledon United Kingdom BBC Live Lawn Tennis Club All England Wimbledon Australia Fox Sports/Nine Lawn Tennis Networks Club All England Wimbledon Denmark TV 2 Sport Lawn Tennis Club All England Wimbledon France Canal+ Lawn Tennis Club All England Wimbledon Germany DSF, Premiere Lawn Tennis Club All England Wimbledon Italy Sky Italia Lawn Tennis Club All England Wimbledon Latin America ESPN Dos, Lawn Tennis ESPN+ Club All England Wimbledon Spain Digital+ Lawn Tennis Club All England Wimbledon United States ESPN 2, NBC Lawn Tennis Club

Table 2.166. Miscellaneous UK Tennis Event TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start Queen's Club -2009 UK BBC Championship Eastbourne -2009 UK BBC

263

Volleyball

Table 2.167. Miscellaneous Volleyball TV Deals

Rights Event Season / Broadcast Broadcaster Deal Deal Rights Holder Years Region Value Start FIVB European 2006- Europe Eurosport Qualifcation 2008 Tournament, FIVB World Grand Prix CEV Indesit European 2006- Europe Eurosport Champions 2008 League Qualifcation 2006- Europe Eurosport Tournaments: 2008 2008 Olypmics FIVB FIVB World 2006 Germany, Arena Championships Austria and Switzerland LP Italian League: 2006- Italy Sky Italia Serie A1 & A2 2009

Winter Sports

Table 2.168. FIS Alpine Skiing TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start FIS Apline Skiing Australia FOX Sports FIS Apline Skiing Austria ORF FIS Apline Skiing Bosnia NTV Hayat FIS Apline Skiing Bulgaria New Television FIS Apline Skiing Canada (English) CBC

FIS Apline Skiing Canada (French) RDS FIS Apline Skiing Croatia Nova TV FIS Apline Skiing Czech Republic Czech TV FIS Apline Skiing Czech Republic Sport 1 & Slovakia FIS Apline Skiing Europe Eurosport FIS Apline Skiing Finland MTV3 FIS Apline Skiing Finland Nelonen FIS Apline Skiing Finland YLE FIS Apline Skiing France Sport+ FIS Apline Skiing France France 2 FIS Apline Skiing France France 3 FIS Apline Skiing France L'Equipe TV FIS Apline Skiing France Infosport FIS Apline Skiing Germany ARD, ZDF FIS Apline Skiing Hungary Sport 1 FIS Apline Skiing Iceland RUV

264

Table 2.169. FIS Alpine Skiing TV Deals (2)

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start FIS Apline Skiing Italy RAI FIS Apline Skiing Italy Mediaset FIS Apline Skiing Italy Sky FIS Apline Skiing Japan J Sports FIS Apline Skiing Macedonia TV4 FIS Apline Skiing Montenegro TV IN FIS Apline Skiing New Zealand Sky FIS Apline Skiing Norway NRK FIS Apline Skiing Norway TV2 FIS Apline Skiing Poland Polsat FIS Apline Skiing Portugal Sport TV FIS Apline Skiing Russia & CIS NTV Plus Countries FIS Apline Skiing Serbia FOX TV FIS Apline Skiing Slovenia RTV Slovenija FIS Apline Skiing Slovenia POP TV FIS Apline Skiing Spain TV3 Catalunya FIS Apline Skiing Sweden TV4 FIS Apline Skiing Sweden SVT FIS Apline Skiing Switzerland SF (Ger) FIS Apline Skiing Switzerland (Fr) TSR FIS Apline Skiing Switzerland (It) TSI FIS Apline Skiing Turkey Sportv FIS Apline Skiing Ukraine Megasport FIS Apline Skiing United Kingdom Channel 4 FIS Apline Skiing United States WCSN FIS Apline Skiing Worldwide

Table 2.170. FIS Nordic Combined TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start FIS World Cup Austria ORF FIS World Cup Europe Eurosport FIS World Cup Finland YLE FIS World Cup Finland Nelonen FIS World Cup Geramny ARD FIS World Cup Italy Sky Italia FIS World Cup Italy Sportitalia FIS World Cup Russia NTV Plus FIS World Cup U.S.A. WCSN

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Table 2.171. FIS Cross Country Skiing TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start FIS World Cup Czech Czech TV Republic FIS World Cup Estonia EETV FIS World Cup Europe Eurosport FIS World Cup Finland Nelonen FIS World Cup Finland YLE FIS World Cup Germany ZDF FIS World Cup Italy Mediaset FIS World Cup Italy Rai FIS World Cup Italy Sky Italia FIS World Cup Italy Sportitalia FIS World Cup Norway NRK FIS World Cup Russia NTV Plus FIS World Cup Slovenia RTV FIS World Cup Sweden SVT FIS World Cup Sweden TV4 FIS World Cup U.S.A. WCSN

Table 2.172. FIS Ski Jumping TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start FIS World Cup Austria ORF FIS World Cup Bosnia NTV Hayat FIS World Cup Europe Eurosport FIS World Cup Finland MTV3 FIS World Cup Finland Nelonen FIS World Cup France France 2, 3 FIS World Cup Germany ZDF FIS World Cup Italy SKY FIS World Cup Italy Sportitalia FIS World Cup Japan J Sports FIS World Cup Norway TV2 FIS World Cup Norway NRK FIS World Cup Russia NTV Plus FIS World Cup Poland TVP FIS World Cup Russia NTV Plus FIS World Cup Slovenia RTV FIS World Cup Switzerland SRG-SSR FIS World Cup U.S.A. WCSN FIS World Cup Worldwide FIS World Cup Worldwide SNTV

Table 2.173. FIBT Bobsleigh TV Deals

Rights Event Season Broadcast Broadcaster Deal Deal Rights Holder / Years Region Value Start FIBT World Cup/World 2006- Germany ARD / ZDF / Championships 2009 Arena FIBT World Cup/World 2006- Switzerland SRG SSR Championships 2007

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SECTION THREE. SPORTS PRINT MEDIA IN EUROPE

An analysis of sports publications across Europe demonstrates two critical issues for those involved in sports marketing.

The Press as an indicator of sports popularity

The first is that, as with television, web, live attendance and public survey research analysis, an evaluation of the print media adds insight into the popularity of sport.

In some respects, the general sports pages of national newspapers are the best indicator of sports popularity. Newspapers are not tied contractually to, or indeed excluded from, a particular sport in the way that television channels often are.

They are entirely free to publish as much or as little about a sport as they wish and content generally reflects public demand. Obviously there are a few riders regarding such a statement in that the demographics of newspaper readership vary significantly, so for an accurate national picture, it would be necessary to take in account newspapers from across the demographic spectrum. Upmarket newspapers, for example, are likely to have proportionally greater coverage of tennis and rugby union than downmarket tabloid media. Similarly, the downmarket publications will focus more on football.

It is also true that newspapers could have an ulterior motive for promoting one sport above another through the contractual relationships of the parent media company. In the UK, for example, News Corporation owns The Sun, News of the World and Times newspapers and has a major stake in BSkyB. BSkyB has the rights to many sports properties, most notably the English Premier League and most major cricket events. It could be argued that there is pressure for media outlets across the company to give undue prominence to sports where the company would gain financially from an enhanced profile.

Scrutiny of those publications, however, doesn‟t tend to bear this out. The column inches devoted to Premier League football and cricket do not appear to be disproportionate to those of like for like press competitors. Similarly, the News Corporation press has run negative stories about both cricket and Premier League football on numerous occasions suggesting that there is no overriding editorial interference.

To evaluate the popularity of sports using the press as a tool would require analysing column space devoted to those sports over a sustained period. Obviously an analysis of, for example, athletics when there are no major events taking place would not give an accurate picture. To analyse press coverage of athletics during a major event period would certainly provide evidence of the sports‟ peak exposure potential, but again this has to be set against its average levels of exposure and sponsors need to be realistic about the peaks and troughs for most sports.

In most of Europe football dominates the sports headlines, even during the close season. Very few other sports match this level unless a major event such as The Olympics, The Ryder Cup, The Rugby World Cup, Wimbledon or home Formula One grands prix are taking place.

The specialist publications listed in the coming pages provide a good indication as the strength of passion/loyalty in particular sports although they are not the ideal tool for measuring overall popularity as discussed later in this section.

The Press as an opportunity for sponsorship activation

The second key issue for sports marketers is the huge opportunity the print media offers to sponsors as part of their activation campaigns. The publications listed below have a combined circulation in excess of 276 million readers, well over half of the population of Western Europe. In some cases, the publications cover more than just sport, but even in these cases, the sports coverage is often juxtaposed with lifestyle features which help to enhance the image of the sport in question.

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Moreover, these readers have almost universally bought a publication because they are interested in the subject matter. For sponsors, therefore, it offers a valuable opportunity to target a PR campaign with great accuracy. Each publication has a known subject matter and usually a specific angle of coverage. For example, many publications have married their sports coverage to lifestyle content to produce a definable editorial approach. This can be very useful to sponsors seeking to enhance specific brand attributes because the publication has done half the job for them by creating its own specific image. A featured brand can, therefore, tap into the attributes of both sport and publication.

The readership of print media is usually further defined by circulation statistics and in many cases publishers offer a demographic breakdown of the readership in their media packs.

Thus the PR leverage of the sponsorship can be achieved in a process driven manner in which publications are chosen according to profile, circulation and demographics.

The opportunity to leverage PR beyond sports related titles should not be underestimated. Although there are many lifestyle publications listed in this section, the appetite for celebrity news and general interest stories goes well beyond the titles featured. Similarly, there is a growing business interest in sport and business/trade publications could have readers that represent both the brand target audience as well as corporate partners, investors, the media and, importantly, company employees.

Analysis of Europe’s Sports Press

An overall look at the most popular sports publications in Europe shows a very strong bias towards individual participation sports such as golf, winter sports, hiking and fishing. To a large extent this is explained by the need for followers of those sports to read about new equipment or destinations and to find advertisements making such offers. Another difference between individual and team sports is that individual sports often entail the use of skills and techniques that can be communicated through print. In golf, for example, the technique used for swinging the club can be shown in a series of diagrams that analyse foot position, direction of swing, follow through and head position. In team sports, skills tend to be either more basic or acquired mainly through practice rather than through analysis of technique.

Similarly, interest in team sports is often limited to viewing rather than participation. Although millions of people throughout Europe play football as a hobby, the numbers drop off markedly for other team sports such as rugby, basketball, handball, cricket etc.

Team sports also tend to be covered in more depth through the mainstream newspapers thus diminishing the demand for specialist publications.

Finally, there is a difference in media consumption behaviour between different sports audiences. Golf and winter sports are, as the popularity surveys in the report demonstrate, most popular among the higher socio-economic/middle aged audiences. Such people tend to be more literate, they have higher disposable incomes and are more disposed to the print media that lower socio- economic classes.

Publishers are finding it increasingly difficult to target younger age groups in particular because they are very used to accessing information instantly, electronically and for free. To offer a monthly print publication costing perhaps €50 per year is a much more difficult task that making a similar offer to a wealthy middle-aged golf enthusiast.

Despite all the barriers to selling publications to younger audiences, and those interested in the non-participation side of football and motor sports in particular, the tables demonstrate healthy circulation figures for a plethora of publications covering such sports. Similarly, where sport tends to overlap into lifestyle in, for example, snowboarding, BMX biking, rollerblading etc, there does appear to be a strong demand for publications.

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Analysis by country As expected, the figures show marked differences in the popularity of publications covering different sports across Europe with Nordic countries showing publications with high circulation figures for winter sports and „outdoor pursuits‟ such as mountaineering, hiking, canoeing, fishing etc.

Mediterranean countries such as Italy and Spain have very highly placed publications featuring athletics and, given the strong passion for football in the countries, relatively lowly placed specialist football publications. To an extent this is explained by the very high circulation figures for specialist daily newspapers focussing on sports such as Gazzetta Dello Sport/Corriere Dello and in Spain which all feature football prominently.

In the UK there is no dominant daily sports newspaper. Each of the national newspapers, at both quality and tabloid end, now has very strong coverage of sport and depth of coverage has grown in the past ten years. Indeed many of the former „broadsheets‟ (up market papers which have now mostly converted to smaller formats) now have separate sports sections at least one day per week and in some cases everyday. Similarly, there are a number of strong regional newspapers such as the Yorkshire Post, Manchester Evening News and East Anglian Daily Times to name but a few, which now have strong coverage of both regional, national and international sport. As such, there is little demand for a dedicated daily sports newspaper.

The UK‟s leading sports title is Sky Sports Magazine, which is sent automatically to all Sky Sports television subscribers. This focusses mainly on sports covered by the channel such as football, cricket, rugby union and rugby league.

Just below the mass market daily newspapers in the UK come two big selling golf magazines and a series of men‟s lifestyle magazines such as FHM, Nuts and Loaded. Such magazines were a phenomenon during the 1990s following the launch and success of Loaded. The male lifestyle sector had never really had successful magazines and, although this market is slowly shrinking back, it is still fertile ground for sports coverage and particularly for sponsors wanting to promote their properties/products in a lifestyle environment.

Below these are Match and Kick magazine, both football magazines aimed at children and then FourFourTwo a glossy adult football magazine which has to an extent broken ground by incorporating a strong lifestyle feel to its coverage. Although the Chelsea Magazine ranks fairly high in the UK list, publications dedicated to particular clubs are not very strong. Arguably this is down to the poor quality of many such offerings which hope to trade more on fans‟ club loyalty than on good editorial content. It is noticeable, for example, that LeedsLeedsLeeds has a high ranking despite the club languishing outside the Premiership. This is arguably down to the editorship of James Brown, former Loaded editor, who saw the opportunity to brings his skills to football and create a very different football club magazine.

In Germany, golf also features very highly alongside football, skiing and motor sport. ADAC, the German motoring members association, is partly responsible for the high rankings in motor sport given the fact that it publishes two of the leading magazines and through its membership has a huge distribution outlet. Arguably the most successful dedicated sports publication in Europe, however, is the football magazine Kicker.

The magazine has successfully managed to straddle the youth, adult and business/professional interest in the sport and as a result outsells its nearest rival by a significant margin.

The German table is well populated with winter sports and mountaineering publications and many of the most successful are through club membership schemes.

In France the top slots are taken by general sports publications before a large number of football and rugby magazines dominate the 70,000 plus circulation region. Cycling is well represented just below this level

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Table 3.1. Top sports publications by title, circulation, frequency and profile - Denmark

Title Type Circulation Profile Frequency / issues p.a 24TIMER; SPORT Magazine 500,000 Daily 260 NYHEDSAVISEN; SPORT Magazine 487,863 Daily 312 DANSK GOLF Magazine 90,000 Golf Tw o-Monthly 6 GOLFMAGASINET Magazine 84,000 Golf Tw o-Monthly 7 INSTRUKTØRMAGASINET KRUMSPRING Magazine 41,609 Physical education instructors Tw o-Monthly 8 and coaches SPORTSFISKEREN Magazine 32,000 Fishing Monthly 10 WORKOUT & FITNESS Magazine 25,400 Fitness, aerobics, nutrition, Monthly 10 health VMAX Magazine 25,006 Monthly 12 IDRÆTSLIV Magazine 19,000 General new s and sport Monthly 11 FISKE AVISEN Magazine 17,200 Fishing and sailing Monthly 12 FISK & FRI Magazine 17,000 Fishing Monthly 10 CYKLISTER Magazine 16,000 Danish Cycling Federation Tw o-Monthly 6 GOAL Magazine 16,000 Football Monthly 12 DYK Magazine 15,000 Scuba diving Monthly 11 TIPS-BLADET Magazine 14,112 Football magazine Tw ice-Weekly 104 FIRMAIDRÆT Magazine 14,100 Danish Company Sports Monthly 10 Association ADVENTURE WORLD Magazine 14,000 Tw o-Monthly 8 FRITIDSLIV Magazine 14,000 Danish Walkers' Association Tw o-Monthly 6 SKI MAGASINET Magazine 14,000 Danish Ski Federation 3-per-Year RIDEHESTEN - HIPPOLOGISK JUNIOR Magazine 10,200 Children's horse and pony riding Monthly 12 BÅDNYT Magazine 9,766 Monthly 10 HANDICAPIDRÆT Magazine 9,000 Danish Sports Association for Tw o-Monthly 5 the Disabled SPORTSDYKKEREN Magazine 9,000 Danish Divers' Association Tw o-Monthly 8 MAGASINET SPIR Magazine 8,000 Daily 365 CYCLINGWORLD - DANSK CYKLE UNION Magazine 7,500 Quarterly 4 FLENSBORG-AVIS; SPORTEN Magazine 7,000 Daily 312 AUTO SPORT Magazine 6,500 Motorsport Monthly 10 KLASSISK BIL & MC Magazine 5,268 Monthly 12 HÅNDBOLD Magazine 5,000 Handball Tw o-Monthly 6 SEJLSPORT Magazine 5,000 Royal Danish Yacht Club Tw o-Monthly 6 FORZA Magazine 4,000 Daily 365 ATLETIKEN Magazine 3,000 Danish Athletics Federation Tw o-Monthly 6 VÆDDELØBSBLADET Magazine 3,000 Horse racing Monthly 12 SPRINGEREN Magazine 2,800 Quarterly 4 KFUM IDRÆT Magazine 2,700 YMCA Sports Alliance Quarterly 4 BÅDMAGASINET Magazine 1,900 Boating Monthly 12 KØRESPORTEN Magazine 1,500 Tw o-Monthly 5 SPORTSHOP Magazine 1,168 Danish sports trade Quarterly 4 SPORTSBILLARD Magazine 650 Quarterly 4 1ST-MOTORSPORT.NET Magazine 300 BADMINTON Magazine Danish Badminton Association Daily 365 DTRIF.DK Magazine Daily 365 GYMNAST Magazine Quarterly 4 HOLEBY LOKAL TV Magazine 2+Weekly 156 INFOSPORT Magazine Daily 365 JESPER MØLLER Magazine KANO & KAJAK Magazine Monthly 12 NETSUPERLIGAEN.DK Magazine

Source: Cision

270

Table 3.2. Top sports publications by title, circulation, frequency and profile - France

Title Type Circulation Profile Frequency / issues p.a SPORT FREE ATTITUDE Magazine 750,000 Weekly 52 PARISIEN ET AUJOURD'HUI EN FRANCE New spaper 685,197 New s and sport Daily 365 PAGES HIPPIQUES SPORT & STYLE Magazine 480,000 Sport/Leisure Quarterly 4 GO SPORT BE HAPPY Magazine 400,000 Tw o-Monthly 6 EQUIPE MAGAZINE Magazine 365,631 General sports Weekly 52 EQUIPE New spaper 351,654 Sport/motoring new s Daily 365 SPORTIUM Magazine 300,000 Tw o-Monthly 6 INTERNATIONAL HERALD TRIBUNE New spaper 220,000 New s, sport and entertainment Daily RUGBY L'HEBDO DU RUGBY PRO Magazine 200,000 Rugby Weekly 52 FRANCE FOOTBALL Magazine 171,416 Magazine about French football Tw ice-Weekly 104 FHM (FOR HIM MAGAZINE) Magazine 167,709 Men's lifestyle magazine Monthly 12 PARIS TURF LE QUOTIDIEN DES COURSES Magazine 163,869 Publication about horse-racing Daily 365

SPECIAL DERNIERE/LE MEILLEUR Magazine 160,000 Weekly 52 FOUR FOUR TWO Magazine 150,000 Football Monthly 12 PASSION RANDO Magazine 150,000 Quarterly 4 ONZE - MONDIAL - HFA Magazine 141,366 International football Monthly 12 MIDI OLYMPIQUE Magazine 136,831 Rugby Tw ice-Weekly 104 WEEK END Magazine 130,000 Horse-racing Daily 365 RUGBY STAR Magazine 115,000 Rugby Monthly 12 VOLLEY BALL Magazine 105,000 Volleyball Tw o-Monthly 6 FOOTBALL CLUBS Magazine 100,000 Football Monthly 12 SURF EUROPE Magazine 90,350 Tw o-Monthly 6 FOOT FEDERATION Magazine 85,000 Football Weekly 52 NEWLOOK Magazine 81,446 Men's lifestyle: Monthly 12 extreme/adventure sports, cars FOOT K-DO Magazine 80,000 Football Quarterly 4 GLOBAL FOOT Magazine 80,000 Football Monthly 12 FOOT AFRICA Magazine 70,000 Football Monthly 12 FOOT STAR Magazine 70,000 Football Monthly 12 FOOT TRANSFERTS Magazine 70,000 Football Fortnightly 24 FRANCE RUGBY Magazine 70,000 Rugby Weekly 52 GENTLEMEN DRIVERS MAGAZINE Magazine 70,000 Tw o-Monthly 6 JOURNAL DU GOLF Magazine 70,000 Golf Monthly 12 PECHE EN MER Magazine 70,000 Fishing Monthly 12 SPORT VELO Magazine 70,000 Cycling Monthly 12 XV RUGBY Magazine 70,000 Rugby Monthly 12 VOILES ET VOILIERS Magazine 66,341 Sailing Monthly 12 FOOT REVUE Magazine 65,000 Quarterly 4 SO FOOT Magazine 65,000 Monthly 12 SPORT-AUTO Magazine 63,991 Sports cars and motor sports Monthly 12 16 SOUPAPES MAGAZINE Magazine 62,000 Tw o-Monthly 6 VOIX DES SPORTS Magazine 61,556 International general sporting Weekly 52 magazine BIG BIKE Magazine 60,000 Monthly 12 DECLIC PECHE Magazine 60,000 Monthly 12 F1 RACING Magazine 60,000 Formula 1 Monthly 12 FOOT EVENEMENT & TRANSFERTS Magazine 60,000 Monthly 12 FOOT PARIS Magazine 60,000 Monthly 12 KOMBAT BUSHIDO Magazine 60,000 Tw o-Monthly 6 KOP FOOTBALL Magazine 60,000 Football Monthly 12

Source:Cision

271

Table 3.2a. Top sports publications – France continued.

Title Type Circulation Profile Frequency / issues p.a PLANETE CYCLISME Magazine 60,000 Cycling Tw o-Monthly 6 PRO CYCLISME Magazine 60,000 Cycling Quarterly 4 SUPERLIGUE Magazine 60,000 Fortnightly 24 REVUE NATIONALE DE LA CHASSE Magazine 58,112 Monthly 12 ARGUS DU BATEAU Magazine 55,000 Boating Tw o-Monthly 6 VELO MAGAZINE Magazine 54,153 Cycling Monthly 12 BUT! Magazine 52,543 Football magazine Weekly 52 5 MAJEUR Magazine 50,000 Monthly 12 BIEN ETRE ET PLAISIR Magazine 50,000 Tw o-Monthly 6 CARPE MAGAZINE Magazine 50,000 Tw o-Monthly 6 CEINTURE NOIRE Magazine 50,000 Tw o-Monthly 6 CHASSEUR EN POITOU-CHARENTES Magazine 50,000 Quarterly 4 CHICKSPOWER MAGAZINE Magazine 50,000 Tw o-Monthly 6 ESCAPE Magazine 50,000 Tw o-Monthly 6 FAIRPLAY MAG Magazine 50,000 Tw o-Monthly 6 FOOT BRETAGNE (RENNES ET NANTES) Magazine 50,000 Monthly 12 FOOT LYON Magazine 50,000 Monthly 12 FOOT MARSEILLE Magazine 50,000 Monthly 12 FOOT NORD Magazine 50,000 Monthly 12 FOOT SUD-OUEST (BORDEAUX - Magazine 50,000 Monthly 12 TOULOUSE) GRIFFE TUNING Magazine 50,000 Tw o-Monthly 6 JOURNAL DU FOOTBALL Magazine 50,000 Football Tw o-Monthly 6 OF COURSE Magazine 50,000 Tw o-Monthly 6 PLANCHE MAG Magazine 50,000 Windsurfing Monthly 12 PLANETE CORRIDA Magazine 50,000 Monthly 12 QUAD PASSION MAGAZINE Magazine 50,000 Monthly 12 SKI TIME Magazine 50,000 Skiing Monthly 12 SNOW TIME Magazine 50,000 Winter Sports Monthly 12 SPEED BIKES MAGAZINE Magazine 50,000 Motorcycling Tw o-Monthly 6 SPORT-BIKES Magazine 50,000 Monthly 12 SUPERFOOT MAG Magazine 50,000 Monthly 12 SUPPORTER Magazine 50,000 Tw o-Monthly 6 ULTREIA OBJECTIF NATURE Magazine 50,000 Tw o-Monthly 6 UNIVERS SPORT Magazine 50,000 Quarterly 4 ECHAPPEMENT Magazine 47,982 Motorsports Monthly 12 OM MAG Magazine 47,000 Monthly 12 FOOT MAGAZINE Magazine 45,588 Football Tw o-Monthly 6 PECHE ET LES POISSONS Magazine 45,569 Fishing Monthly 12 JOGGING INTERNATIONAL Magazine 45,568 Jogging, running and Monthly 12 marathons COURSE AU LARGE Magazine 45,000 Tw o-Monthly 6 CYCLO SANTE Magazine 45,000 Cycling Tw o-Monthly 6 FAIRWAYS Magazine 45,000 Quarterly 4 FRANCE AUTO Magazine 45,000 Motor Sports Federation of Monthly 12 France MANS RACING Magazine 45,000 Tw o-Monthly 6 MAXI BASKET Magazine 45,000 Basketball Monthly 12 MAXI STUNT Magazine 45,000 Quarterly 4 MVP BASKET (15-25 ANS) Magazine 45,000 American basketball Monthly 12 PECHE DES CARNASSIERS Magazine 45,000 Fishing Tw o-Monthly 6 SUGAR SKATEBOARD MAGAZINE Magazine 45,000 Skateboarding Monthly 12 VELO SANTE Magazine 45,000 Cycling Quarterly 4 VO2 RUN IN LIVE Magazine 45,000 Marathons and cross-country Monthly 12 running Source:Cision

272

Table 3.2b. Top sports publications – France continued.

Title Type Circulation Profile Frequency / issues p.a RALLYES MAGAZINE Magazine 44,000 Rally driving Monthly 12 TENNIS MAGAZINE Magazine 42,586 Tennis Monthly 12 MONDE DU RUGBY Magazine 42,000 Rugby Monthly 12 ARMES DE CHASSE Magazine 40,000 Quarterly 4 CHASSE DANS LE PAS-DE-CALAIS Magazine 40,000 Quarterly 4 GOLF, ART DE VIVRE Magazine 40,000 Golf Quarterly 4 JOGGING SANTE Magazine 40,000 Running Tw o-Monthly 6 OCEANS Magazine 40,000 Diving Tw o-Monthly 6 PARTIR PLONGER Magazine 40,000 Quarterly 4 PECHE DE LA TRUITE Magazine 40,000 Trout fishing Quarterly 4 PRENA SPORT Magazine 40,000 Weekly 52 RIDE IT Magazine 40,000 Quarterly 4 SKIEUR MAGAZINE Magazine 40,000 Alpine skiing Monthly 12 SKIEUR RACING MAGAZINE Magazine 40,000 Tw o-Monthly 6 SPORTS NATURE Magazine 40,000 Quarterly 4 STANCE KITEBOARDING ATTITUDE Magazine 40,000 Kiteboarding Quarterly 4 SURF SESSION Magazine 40,000 Surfing Monthly 12 TRICKS SKATE MAG Magazine 40,000 Tw o-Monthly 6 TRIP SURF Magazine 40,000 Surfing Monthly 12 GOLF MAGAZINE Magazine 39,514 Golf Monthly 12 100% PSG Magazine 39,000 Football (PSG) Monthly 12 KITESURF MAGAZINE Magazine 38,000 Kitesurfing, buggying, pow er Tw o-Monthly 6 kites PLONGEURS INTERNATIONAL Magazine 38,000 Monthly 12 YACHTS Magazine 38,000 Yachting magazine Tw o-Monthly 6 NEPTUNE YACHTING MOTEUR Magazine 35,238 Yachts/sailing Monthly 12 APNEA MAGAZINE Magazine 35,000 Diving Monthly 12 CARPE SCENE Magazine 35,000 Quarterly 4 CHILL Magazine 35,000 Tw o-Monthly 6 CYCLOSPORT MAGAZINE Magazine 35,000 Cycling Monthly 12 ENDURANCE Magazine 35,000 Trekking, mountaineering, cross- Tw o-Monthly 6 country skiing ESPRIT SPORT Magazine 35,000 Monthly 12 FORMULES MAGAZINE Magazine 35,000 Tw o-Monthly 6 FREESTYLER SKATEBOARD Magazine 35,000 Skateboarding/snow boarding Tw o-Monthly 6 HAND ACTION LE MAG DU HANDBALL Magazine 35,000 Handball Monthly 12 HORS-BORD MAGAZINE Magazine 35,000 Tw o-Monthly 6 MAGAZINE DU PIEGEUR Magazine 35,000 Quarterly 4 MONDE DU MUSCLE ET DU FITNESS Magazine 35,000 Bodybuilding Monthly 12 PARIS FOOT Magazine 35,000 Tw o-Monthly 6 PLONGEE MAGAZINE Magazine 35,000 Sea diving Monthly 12 RUGBY MAG Magazine 35,000 French Rugby Federation Monthly 12 RUNNING ATTITUDE Magazine 35,000 Running Monthly 12 SALMO TRUITE MAGAZINE Magazine 35,000 Fishing Quarterly 4 SNOWBOARD UNITY Magazine 35,000 Snow boarding Fortnightly 24 SPORT MAGAZINE Magazine 35,000 Monthly 12 VELO CLUB Magazine 35,000 Cycling Tw o-Monthly 6 BATEAUX Magazine 34,429 Sailing Monthly 12 PECHEUR DE FRANCE Magazine 34,270 Fishing Monthly 12 AUTO DESIGN Magazine 34,000 Tw o-Monthly 6 SECURITE ROUTIERE REVUE DE LA Magazine 34,000 Tw o-Monthly 6 SECURITE ROUTIERE CYCLE Magazine 33,357 Cycling Monthly 12 Source:Cision

273

Table 3.2c. Top sports publications – France continued

Title Type Circulation Profile Frequency / issues p.a VOILE MAGAZINE Magazine 33,022 Sailing Monthly 12 SPORTS LANDES INFO MAGAZINE Magazine 33,000 Monthly 12 TENNIS STAR Magazine 33,000 Tw o-Monthly 6 PLANETE FOOT Magazine 32,932 International football Monthly 12 GTI PLUS & TUNING Magazine 31,000 Tw o-Monthly 6 PICARDIE CHASSE Magazine 31,000 Tw o-Monthly 6 ACHETEUR CYCLISTE Magazine 30,000 Cycling Monthly 12 ATV - L'OFFICIEL DU QUAD Magazine 30,000 Tw o-Monthly 6 BROCHET SANDRE MAGAZINE Magazine 30,000 Tw o-Monthly 6 CANOE KAYAK MAGAZINE Magazine 30,000 Canoes, kayaking, rafting, Tw o-Monthly 6 w ater-skiing, sw imming CHASSE EN GIRONDE Magazine 30,000 Tw o-Monthly 6 CREAM BMX Magazine 30,000 Tw o-Monthly 6 DESILLUSION MAGAZINE Magazine 30,000 Tw o-Monthly 6 DIRT QUAD Magazine 30,000 Quadbiking Tw o-Monthly 6 DIVINE LE SPORT AU FEMININ Magazine 30,000 Tw o-Monthly 6 DRAGON Magazine 30,000 Tw o-Monthly 6 FIGHTSPORT Magazine 30,000 Monthly 12 GRACIE MAGAZINE Magazine 30,000 Tw o-Monthly 6 GRIMPER Magazine 30,000 Mountain sports Monthly 12 JUDO MAGAZINE Magazine 30,000 , Monthly 12 MAILLOT VERT LE MAGAZINE OFFICIEL Magazine 30,000 Monthly 12 DE L'ASSE MEDIA CARPE Magazine 30,000 Tw o-Monthly 6 MER & BATEAUX Magazine 30,000 Yachting races (Saint- Tw o-Monthly 6 Tropez/Monaco) OCTOPUS Magazine 30,000 Tw o-Monthly 6 PESCADOU Magazine 30,000 Tw o-Monthly 6 PNEUMATIQUE MAGAZINE Magazine 30,000 Dinghies and boats Tw o-Monthly 6 QUAD PRATIQUE Magazine 30,000 Tw o-Monthly 6 RIDE ON Magazine 30,000 Surfing, skating, skiing and Tw o-Monthly 6 skateboarding SKI CHRONO Magazine 30,000 Skiing Tw o-Monthly 6 SOUL.BMX EXPERIENCE Magazine 30,000 BMX biking Tw o-Monthly 6 SURF SESSION BODYBOARD Magazine 30,000 Surfing/bodyboarding Tw o-Monthly 6 TRIATHLETE Magazine 30,000 Monthly 12 TRIBUNE DU SPORT Magazine 30,000 Monthly 12 TRUITE MAG Magazine 30,000 Quarterly 4 X-TREM QUAD MAGAZINE Magazine 30,000 Tw o-Monthly 6 YOGA MAGAZINE Magazine 30,000 Yoga Tw o-Monthly 6 BALL-TRAP Magazine 29,000 Quarterly 4 VELO VERT MAGAZINE Magazine 28,577 Mountain bikes Monthly 12 THE SURFER'S JOURNAL Magazine 28,000 Surfing Tw o-Monthly 6 MOTEUR BOAT MAGAZINE Magazine 27,620 Luxury yachts/pow er cruisers Monthly 12 CARPE RECORD Magazine 27,000 Tw o-Monthly 6 FOOT ACTU Magazine 27,000 Quarterly 4 VTT MAG Magazine 26,468 Mountain biking Monthly 12 ALPES LOISIRS Magazine 26,148 Quarterly 4 CRAZY ROLLER MAGAZINE Magazine 26,000 Tw o-Monthly 6 BOULISME Magazine 25,000 Tw o-Monthly 6 CHASSEUR BASCO-BEARNAIS Magazine 25,000 Tw ice-Yearly CHASSEUR DU NORD Magazine 25,000 Quarterly 4

Source:Cision

274

Table 3.2d. Top sports publications – France continued

Title Type Circulation Profile Frequency / issues p.a CYCLOTOURISME Magazine 25,000 Cycling tours Monthly 12 DRIVER MAG GOLF Magazine 25,000 Golf Monthly 12 ESPRIT TRAIL Magazine 25,000 Tw o-Monthly 6 FLUID Magazine 25,000 FRANCE CYCLISTE Magazine 25,000 Cycling Monthly 12 FUN JET MARINE Magazine 25,000 Watersports Tw o-Monthly 6 HOCKEY MAGAZINE Magazine 25,000 Ice hockey Tw o-Monthly 6 JET NEWS Magazine 25,000 Tw o-Monthly 6 KART MAG Magazine 25,000 Karting Monthly 12 KITEBOARDER MAGAZINE Magazine 25,000 Kite boarding Tw o-Monthly 6 LOISIRS SANTE Magazine 25,000 FFEPGV journal - sport and Tw o-Monthly 6 health MOTO KIDS MAGAZINE Magazine 25,000 Monthly 12 OM PLUS MAGAZINE Magazine 25,000 Monthly 12 PATINAGE MAGAZINE Magazine 25,000 Figure skating Tw o-Monthly 6 PECHES AUX LEURRES Magazine 25,000 Fishing Quarterly 4 PECHES SPORTIVES Magazine 25,000 Sport fishing Tw o-Monthly 6 PREDATORS Magazine 25,000 Tw o-Monthly 6 ROLLERSKATE Magazine 25,000 Rollerskating Tw o-Monthly 6 SPORT EVENTS Magazine 25,000 Tw o-Monthly 6 SPRINT Magazine 25,000 Monthly 12 THRASHER Magazine 25,000 Monthly 12 VOYAGES DE CHASSE Magazine 25,000 Quarterly 4 WESKI Magazine 25,000 SKI MAGAZINE Magazine 24,130 French Skiing Federation Tw o-Monthly 6 CHASSE DANS L'HERAULT Magazine 24,000 Quarterly 4 TENNIS INFO Magazine 24,000 French Tennis Federation Monthly 12 VOLEZ ! L'AEROPRATIQUE Magazine 24,000 Monthly 12 CARENES MOTEURS Magazine 23,400 Tw o-Monthly 6 CHASSEURS DE L'EST Magazine 23,000 Quarterly 4 PUNCHMAG Magazine 23,000 Boxing Monthly 12 TOP CARPE Magazine 23,000 Fishing Tw o-Monthly 6 VOYAGES DE PECHE Magazine 23,000 Fishing Tw o-Monthly 6 CYCLO PASSION Magazine 22,513 Cycling Monthly 12 COTE OUVERT Magazine 22,000 Monthly 12 TRI TIME Magazine 22,000 Tw o-Monthly 6 BIKE Magazine 21,786 Monthly 12 MONTAGNE & ALPINISME Magazine 20,819 Mountain sports Quarterly 4 AERIAL Magazine 20,000 Tw o-Monthly 6 CAHIERS DU FOOTBALL Magazine 20,000 Football Monthly 12 CHARC Magazine 20,000 Quarterly 4 ENJEU - UNE AUTRE IDEE DU SPORT Magazine 20,000 Monthly 12 ESPRIT DU JUDO Magazine 20,000 Judo Tw o-Monthly 6 FRANCE GOLF Magazine 20,000 Golf Monthly 12 GOLF SENIOR Magazine 20,000 Golf Quarterly 4 HYDROJET MAGAZINE Magazine 20,000 Jet skiing Tw o-Monthly 6 OFFICIEL KARATE MAGAZINE Magazine 20,000 Karate Tw o-Monthly 6 SKI DE FOND Magazine 20,000 Annually 1 ENDURO MAGAZINE Magazine 19,932 Tw o-Monthly 6 VELO TOUT TERRAIN Magazine 19,808 Cycling Monthly 12 MX MAGAZINE Magazine 19,196 Monthly 12 MONTAGNES MAGAZINE Magazine 19,191 Skiing, mountaineering, Monthly 12 climbing, w alking

Source:Cision

275

Table 3.2e. Top sports publications – France continued

Title Type Circulation Profile Frequency / issues p.a ALLEZ LYON ! Magazine 19,000 Football (Lyon) Quarterly 4 KARATE BUSHIDO Magazine 18,958 Martial arts Monthly 12 PASSION 4X4 Magazine 18,759 All-terrain motor sports Monthly 12 TOP VELO Magazine 18,587 Cycling Monthly 12 GOLF EUROPEEN Magazine 18,570 Golf Monthly 12 CUPLEGEND Magazine 18,000 Quarterly 4 TRI ATTITUDE Magazine 18,000 Tw o-Monthly 6 VOL LIBRE Magazine 18,000 Hanggliding/paragliding, Monthly 12 microlights X-TREME PAINT Magazine 18,000 Tw o-Monthly 6 TOUT TERRAIN MAGAZINE Magazine 17,384 4-w heel drive/all-terrain rallying Monthly 12 SUBAQUA Magazine 17,056 French Federation of Tw o-Monthly 6 Underw ater Sport CHASSER EN LOIRE-ATLANTIQUE Magazine 17,000 Quarterly 4 WIND MAGAZINE Magazine 16,625 Monthly 12 MARSEILLE FOOT Magazine 16,602 Football (Marseille) Monthly 12 NEWSLETTER/VEHICLE NEWS Magazine 16,500 Weekly 52 GIRONDINS MAG Magazine 16,200 Monthly 12 RIPTIDE Magazine 16,000 Tw o-Monthly 6 TRAIL ATTITUDE Magazine 16,000 Quarterly 4 MILLE MILES Magazine 15,897 Tw o-Monthly 6 BOULISTE MAG Magazine 15,000 Tw o-Monthly 6 LYON FOOT Magazine 15,000 Football (Lyon) Quarterly 4 SPORTMAG Magazine 15,000 Tw o-Monthly 6 TRACES Magazine 15,000 Quarterly 4 WKS WAKE ET SKI NAUTIQUE MAGAZINE Magazine 15,000 Waterskiing Tw o-Monthly 6 SNOW SURF Magazine 14,697 Snow -boarding Monthly 12 PECHE MOUCHE Magazine 14,225 Fishing Tw o-Monthly 6 AUTO INFOS Magazine 14,200 Monthly 12 FERRARI CLUB LA REVUE OFFICIELLE DU Magazine 14,000 Ferrari Tw o-Monthly 6 CLUB FERRARI MONDIAL BASKET Magazine 13,603 Basketball Monthly 12 ATHLETISME MAGAZINE Magazine 13,500 French Federation of Athletics Monthly 12 ANNEE GOLF INTERNATIONAL Magazine 13,000 Golf Annually 1 BASKETNEWS Magazine 13,000 Basketball Weekly 52 BASKETBALL MAGAZINE Magazine 12,500 Basketball Monthly 12 TRIMAG Magazine 12,500 Tw o-Monthly 6 VELOMANIA.MAG Magazine 12,500 Cycling Tw o-Monthly 6 SPORT DANS LA CITE Magazine 12,000 National Federation of Municipal Quarterly 4 Sport SPORTS AUVERGNE Magazine 12,000 Tw o-Monthly 6 TIRS MAGAZINE Magazine 12,000 Quarterly 4 PARAPENTE MAGAZINE Magazine 11,086 Paragliding Tw o-Monthly 6 SPORTS US MAG Magazine 11,000 Monthly 12 FOOT PARIS-ILE-DE-FRANCE Magazine 10,000 Football Weekly 52 FRANCE TURF Magazine 10,000 Daily 365 INVISIBLE Magazine 10,000 Tw o-Monthly 6 PILOTAGES Magazine 10,000 Tw o-Monthly 6 SPORT ET PLEIN AIR Magazine 10,000 Outdoor sports Monthly 12 TIR A L'ARC Magazine 10,000 French Archery Federation Tw o-Monthly 6 TOUTE LA NATATION Magazine 10,000 Sw imming, syncro, w ater-polo Tw o-Monthly 6

Source:Cision

276

Table 3.2f. Top sports publications – France continued

Title Type Circulation Profile Frequency / issues p.a VERTICAL Magazine 9,812 Pan-European hill-w alking, Tw o-Monthly 6 mountaineering, skiing FOOT LIGUE CENTRE OUEST Magazine 9,000 Football Weekly 52 FRANCE TENNIS DE TABLE MAGAZINE Magazine 8,500 French Association of Table Monthly 12 Tennis SPORT PREMIERE MAGAZINE Magazine 8,500 Sport and leisure industry Monthly 12 ALPINISME ET RANDONNEE Magazine 8,440 Hill-w alking, climbing, skiing Monthly 12 ILE DE FRANCE CYCLISTE Magazine 8,000 Cycling in the Ile-de-France Monthly 12 BAQUET MAGAZINE Magazine 7,500 GYMNASTE MAGAZINE Magazine 7,200 Gymnastics Monthly 12 DIRECT'CIMES Magazine 7,000 Quarterly 4 SLAPSHOT Magazine 7,000 Tw o-Monthly 6 COMPTE TOURS Magazine 6,500 General motorsports Monthly 12 AVIRON Magazine 6,000 Tw o-Monthly 6 DERBY TIERCE Magazine 6,000 Monthly 12 NATATION MAGAZINE FEDERATION Magazine 6,000 French Sw imming Federation Monthly 12 FRANCAISE DE NATATION PECHE MARITIME Magazine 6,000 Quarterly 4 SPORT ECO Magazine 6,000 Sports and leisure market Fortnightly 24 TOCARD Magazine 6,000 Monthly 12 VIE OVALE Magazine 6,000 Tw o-Monthly 6 CODEX AUTOMOBILE Magazine 5,800 Monthly 12 AQUAMONDE Magazine 5,000 Tw o-Monthly 6 GOAL Magazine 5,000 Tw o-Monthly 6 VOL A VOILE Magazine 5,000 Gliding Tw o-Monthly 6 A CHEVAL Magazine 4,500 Monthly 12 FRANCE BADMINTON Magazine 4,500 Badminton Monthly 12 AUTO K7 Magazine 4,000 Monthly 12 PLANETE SQUASH INTERNATIONAL Magazine 4,000 Tw o-Monthly 6 TOP TROT Magazine 4,000 Monthly 12 AUTO RECYCLAGE Magazine 3,500 Tw o-Monthly 6 INFOS YOGA Magazine 3,000 Yoga Tw o-Monthly 6 LETTRE DE L'ECONOMIE DU SPORT Magazine 3,000 The economy of sport Weekly 52 GYM TECHNIC Magazine 2,500 Gymnastics Quarterly 4 DFO LE MAG Magazine 2,000 Quarterly 4 GAZETTE OFFICIELLE DE LA CHASSE ET Magazine 2,000 Weekly 52 DE LA NATURE LEGISPORT Magazine 2,000 Legislation in sport Tw o-Monthly 6 REVUE FRANCAISE DE YOGA Magazine 2,000 Tw ice-Yearly GAZETTE OFFICIELLE DE LA PECHE ET DE Magazine 1,000 Fishing Weekly 52 L'EAU LETTRE DU SPORT Magazine 800 Weekly 52 CODEX VO Magazine 400 Quarterly 4 53X11 MAGAZINE Magazine Monthly 12 ACHEVAL.COM (WEBZINE) Magazine Daily 365 AGORIDE.COM WEBZINE Magazine Daily 365 AQUAD'JET MAGAZINE Magazine Jetskiing Quarterly 4 AUTOMOBILE SPORTIVE (WEBZINE) Magazine Motorsports Tw ice-Weekly 104 BOARD-LADIES.COM WEBZINE Magazine Weekly 52 BUT! TRANSFERTS Magazine Weekly 52 CANARD DU PECHEUR Magazine Tw o-Monthly 6 CARPE PASSION Magazine Fishing Tw o-Monthly 6 S Source:Cision

277

Table 3.2g. Top sports publications – France continued

Title Type Circulation Profile Frequency / issues p.a DOJO FIGHT Magazine Quarterly 4 ECHOS PREMIUM AUTOMOBILE (ACCES Magazine Daily 365 NUMERIQUE SUR LESECHOS.FR) ESSENTIEL DU QUAD Magazine Quarterly 4 FOOT 06 Magazine Football Weekly 52 FOOT NANCY METZ Magazine Football Monthly 12 FOOT SAINT-ETIENNE Magazine Football Weekly 52 FOOTBALL MAG Magazine Football Tw o-Monthly 6 GAGNER AU QUINTE+ Magazine Monthly 12 KUNG-FU Magazine Kung-Fu Tw o-Monthly 6 LETTRE DU FOOTBALL (NEWSLETTER) Magazine Football Monthly 12 LOUP & BAR Magazine Tw o-Monthly 6 ONLYSPORTS (SITE INTERNET) Magazine Weekly 52 OUEST TURF Magazine Weekly 52 PECHES ET BATEAUX Magazine Fishing/Boating Tw o-Monthly 6 PRONO Magazine Monthly 12 QUAD SPIRIT Magazine Tw o-Monthly 6 RACING AUTO JAPAN Magazine Motorsports (Japan) Tw o-Monthly 6 RUGBY Magazine Rugby Monthly 12 SPORT365.FR (WEBZINE) Magazine Daily 365 SWIMATTITUDE (WEBZINE) Magazine Sw imming Tw o-Monthly 6

Source:Cision

278

Table 3.3. Top sports publications by title, circulation, frequency and profile - Germany

Title Type Circulation Profile Frequency / issues p.a ADAC motorw elt Magazine 13,853,279 Cars/motorsport Monthly 12 Bild am Sonntag New spaper 2,139,079 New spaper w ith sport information Weekly 52 kicker sportmagazin Sonderheft Magazine 1,200,000 German national soccer league Annually 1 Bundesliga Auto Bild Magazine 928,605 All aspects of motoring Weekly 52 golfsport Magazine 900,000 Golf Quarterly 4 ADAC motorradw elt Magazine 700,000 Motorcycling Tw ice-Yearly ski journal Magazine 680,000 Journal of German Alpenverein Annually 1 Sport Bild Magazine 625,072 Sports New spaper Weekly 53 auto motor und sport Magazine 624,671 Cars/motorsport Monthly 14 Teamgeist Magazine 500,000 Tw o-Monthly 9 DAV Panorama Magazine 479,457 German Alps Association Tw o-Monthly 6 SportShow Magazine 430,000 3-per-Year golf spielen Magazine 424,175 Golf supplement of Süddeutsche Quarterly 4 Zeitung Bundesliga timer Magazine 350,000 Schedule on soccer events Annually 1 Formel 1 und Tourenw agen timer Magazine 350,000 Formula One and touring cars Annually 1 Motorrad Magazine 321,180 Ezine: motorcycling Weekly 52 Bravo Sport Magazine 308,116 Magazine focusing on fun sports Fortnightly 26 golfaffairs Magazine 220,000 Golf supplement of Handelsblatt Tw ice-Yearly DSV aktiv Ski & Sportmagazin Magazine 205,340 General sports and skiing Monthly 11 SkiMagazin Magazine 202,280 Magazine for ambitious skiers Tw o-Monthly 6 extra Sport Magazine 202,000 3-per-Year Bolzen Magazine 200,000 Soccer magazine Quarterly 4 Ski Presse Magazine 200,000 Skiing 3-per-Year sailaffairs Magazine 190,000 Segel supplement to the Tw ice-Yearly Handelsblatt FourFourTw o Magazine 180,000 Football Monthly 12 Race aktuell Magazine 173,000 Annually 1 Just Kick-it! Magazine 150,000 Football Monthly 12 Tour Magazine 145,622 Circuit races Monthly 12 2Räder Magazine 145,000 Tw o-Monthly 6 bike Magazine 141,244 European mountain-biking Monthly 12 Angel Woche Magazine 126,276 Sports club magazine for anglers Fortnightly 25 RoadBike Magazine 122,000 Monthly 12 Gute Fahrt Magazine 121,466 Volksw agen and Audi cars Monthly 12 Cavallo Magazine 120,567 Horses, horse riding Monthly 12 Sport Presse Magazine 120,000 Tw ice-Yearly Fest im Sattel Magazine 118,800 leisure riding Quarterly 4 Blinker Magazine 118,433 Fishing Monthly 12 Auto Bild motorsport Magazine 117,760 Motor sport events Fortnightly 24 piranha Magazine 112,058 Music, sport, fashion and lifestyle Monthly 11 Truck Sport Guide Magazine 110,000 Truck races Annually 1 blond magazine Magazine 108,933 Fashion, sport, music and lifestyle Monthly 12 Mountain Bike Magazine 107,582 European mountain biking Monthly 12 Golf Time Magazine 103,914 German Golf Association Tw o-Monthly 5 11 Freunde Magazine 101,425 Soccer culture Monthly 12 ADAC reisemagazin Ski Magazine 100,000 Winter sport holidays Annually 1 Bayern Magazin Magazine 100,000 Sports club magazine, soccer Monthly 17 Fußball Stars Magazine 100,000 Football Monthly 12 Golf & More Magazine 100,000 Golf magazine Monthly 12 Highlights Magazine 100,000 Quarterly 4

Source:Cision

279

Table 3.3a. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Super Bayern Magazine 100,000 Football (Bayern Munich) Tw o-Monthly 6 PS Magazine 97,291 Motorcycle racing Monthly 12 sport auto Magazine 95,322 All types of motor sports Monthly 12 Fisch & Fang Magazine 94,983 Fishing Monthly 12 Yacht Magazine 90,816 Sailing Fortnightly 25 Einszueins Magazine 90,000 Soccer association - Tw o-Monthly 6 Fußballverband Mittelrhein Fußball Am Mittelrhein Magazine 90,000 Soccer association - Monthly 14 Fußballverband Mittelrhein Ideenlexikon Wandern & Magazine 87,000 Rambling / bicycling - Annually 1 Radw andern Germany/International Bayerns Fischerei + Gew ässer Magazine 85,000 Fishing Quarterly 4 Golf Welt Magazine 85,000 Golf Tw o-Monthly 6 Rute & Rolle Magazine 85,000 Fishing Monthly 12 Motorrad Magazin Mo Magazine 83,333 Motorcycling Monthly 12 Boots Börse Magazine 82,000 Watersports Monthly 12 Runner's World Magazine 80,845 Marathon running Monthly 12 slack Magazine 80,232 Tw o-Monthly 8 alpinw elt Magazine 80,000 Tw o-Monthly 6 Motorräder Magazine 80,000 Motorcycling Annually 1 Qualifizierung Magazine 75,000 Training for sports instructors Annually 1 auto motor und sport Formel 1 Magazine 73,000 Formula one races Annually 1 Golf aktuell Magazine 72,700 Golf Tw o-Monthly 6 Go for Goal Magazine 70,000 Stadium magazine Monthly 18 GolfWelt Business Magazine 70,000 Business golfing Tw o-Monthly 6 Nature Fitness Magazine 70,000 Tw o-Monthly 6 Golf magazin Magazine 68,959 Golf Monthly 12 aktiv Radfahren Magazine 68,000 Cycling Tw o-Monthly 8 snow boarder Magazine 66,286 Snow boarding Tw o-Monthly 8 St Georg Magazine 65,533 Equestrian sports Monthly 12 mountainbike rider Magazine Magazine 65,289 Mountain-biking Monthly 11 Revier Sport am Sonntag Magazine 65,000 Soccer in the Ruhr Basin Weekly 52 tauchen Magazine 64,733 Diving Monthly 12 Sporttaucher Magazine 64,533 German Sports Divers' Association Monthly 12 procycling Magazine 64,000 Cyclists - circuit races Monthly 12 unterw asser Magazine 63,767 Diving magazine Monthly 12 Snow Magazine 62,000 Snow boarding 3-per-Year tipp mit Magazine 60,269 Sport betting magazine Weekly 52 Raubfisch Magazine 60,150 Fishing Tw o-Monthly 6 fussball Magazin Bayern München Magazine 60,000 Football (Bayern Munich) Quarterly 4 Luxury Golf Resorts Magazine 60,000 Exclusive golf travel Tw ice-Yearly Motorrad action team Magazine 60,000 Bike-travelling Annually 1 NRWelo Magazine 60,000 Pferde Saison Magazine 60,000 Preview w ith dates of horse races Tw ice-Yearly Polo Players World Limited Magazine 60,000 Tw ice-Yearly Wir im Sport Magazine 60,000 Sports in Nordhein Westfalen Monthly 10 Zentraler Hochschul-Sport Magazine 60,000 Students' magazine Tw ice-Yearly München Visier Magazine 59,367 Monthly 12 Reiter Revue international Magazine 58,983 Equestrianism/Arab horse breeding Monthly 12 Mein Pferd Magazine 58,347 Tw o-Monthly 6 Revier Sport Extra Fussball Magazine 58,000 Soccer in the Ruhr Basin Tw ice-Yearly motoX Magazine 56,706 Motocross and off road magazine Monthly 12 outdoor Magazine 56,100 Travel trekking and canoeing Monthly 12 skateboard Magazine 55,234 Skateboarding Monthly 12

Source:Cision

280

Table 3.3b. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Badische Turnzeitung Magazine 55,000 Gymnastics in the Baden region Monthly 12 DSV Ski-Atlas Magazine 55,000 German Skiing Association Annually 1 GEA Sport Magazin Magazine 55,000 Regional sports daily new spaper Tw ice-Yearly Ladys Lounge Magazine 55,000 Quarterly 4 Mountain Bike Test-Special Magazine 55,000 Mountainbikes Annually 1 Revier Sport am Donnerstag Magazine 55,000 Soccer in the Ruhr Basin Weekly 52 Runner's World Magazine 55,000 Magazine for runners Annually 1 GolfPunk Magazine 54,186 Golf Monthly 10 Luftsport Magazine 52,000 Air-sport in Bavaria Tw o-Monthly 9 Basket Magazine 51,490 Basketball magazine Monthly 10 surf Magazine 50,580 Windsurfing Monthly 10 Aeromarkt Magazine 50,000 Monthly 12 Anker Magazine 50,000 Watersports all kinds of boats Tw o-Monthly 6 Bergsteiger special Magazine 50,000 Magazine for moutaineers Tw ice-Yearly boote Exclusiv Magazine 50,000 Pan-European top of the range Tw o-Monthly 6 yachts Esox Magazine 50,000 All aspects of fishing Monthly 12 FC Bayern München Jahrbuch Magazine 50,000 FC Bayern München soccer club Annually 1 Hideaw ays Golf Special Magazine 50,000 Golf hotels international Annually 1 Kutter & Küste Magazine 50,000 Seafishing Tw ice-Yearly Pferde heute Magazine 50,000 German riders and stable-ow ners Monthly 12 RadZeit Magazine 50,000 Leisure cyclists Tw o-Monthly 6 Rennsport New s Formel 1 Magazine 50,000 Formula 1 Monthly 12 Trekkingbike Magazine 50,000 Trekking cyclists Tw o-Monthly 6 Werder Das offizielle Jahrbuch Magazine 50,000 SV Werder Bremen soccer club Annually 1 Werder Magazin Magazine 50,000 SV Werder Bremen sports club Monthly 17 Golf Journal Magazine 49,327 Golf Monthly 12 ESC aktuell Magazine 49,000 Eissportclub Erfurt Tw ice-Yearly segeln Magazine 48,567 Sailing Monthly 12 aktiv Laufen Magazine 48,400 Tw o-Monthly 6 palstek Magazine 47,500 Sailing Tw o-Monthly 6 Trekkers World Magazine 46,750 Trekking, horse trails, canoeing and Tw o-Monthly 6 canyoning Tauch Sport Magazine 46,500 Diving Tw o-Monthly 6 Kreuz & Quer Magazine 46,000 Mountaineers' Association for the Quarterly 4 Sauerland w alking Magazine 46,000 Walking Tw o-Monthly 6 Nordic Sports Magazin Magazine 45,860 Biathlon and cross-country skiing Tw o-Monthly 7 Alpin Magazine 45,767 Mountain sports Monthly 12 skiing Magazine 45,712 Winter sports Tw o-Monthly 6 Eishockey New s Magazine 45,000 Ice hockey Weekly 52 Freeride Magazine 45,000 Quarterly 4 Neue Golf Zeitung Magazine 45,000 Golf Tw o-Monthly 6 PferdeSport International Magazine 45,000 Equestrian sports Fortnightly 24 Playboard Magazine 45,000 Skating and snow boarding, music Tw o-Monthly 5 and lifestyle Top in Sport moto GP Magazine 45,000 Motorcycle racing 3-per-Year Surfers Magazine 43,828 Windsurfing Tw o-Monthly 5 Stader Buxtehuder Altländer Magazine 43,500 Annually 1 Tageblatt Steilpass bike sport New s Magazine 42,000 Mountainbiking Monthly 10 Schiedsrichter Zeitung Magazine 42,000 Magazine for referees Tw o-Monthly 6 tennis magazin Magazine 41,750 Worldw ide tennis Monthly 10 Eurosport MotoMagazin Magazine 41,172 Monthly 12 Pleasure Magazine 41,000 Snow boarding Tw o-Monthly 8

Source:Cision

281

Table 3.3c. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Running Magazine 41,000 Endurance sports Monthly 12 Running Special Magazine 41,000 Endurance sports 3-per-Year Skipper Magazine 40,821 Sailing Monthly 12 DSV ski Test Magazine 40,000 Winter-sports Annually 1 Free Magazin Magazine 40,000 Tw o-Monthly 6 planetSnow by outdoor Magazine 40,000 Winter-sports 3-per-Year Sailing Journal Magazine 40,000 Sailing Tw o-Monthly 6 Sport Report Magazine 38,600 Sports magazine Annually 1 Cavallo Spezial Magazine 38,500 Equestrian sports Annually 1 triathlon Magazine 38,483 German Triathlon Association Monthly 12 Cavallo Spezial Magazine 38,000 Equestrian sports Annually 1 Speed Magazine 38,000 Motorcycle magazine Monthly 12 Budo karate Magazine 36,900 Karate, judo, kung fu, taekw ondo Monthly 12 Fussball Report Magazine 36,000 Soccer in Wuppertal Monthly 12 autodrom Magazine 35,000 Motor sports Tw ice-Yearly Borussia BVB 09 aktuell Magazine 35,000 Sports club magazine, soccer Monthly 17 Deutscher Sportbund Jahrbuch Magazine 35,000 Directory - German Sports club Annually 1 des Sports Association FF Magazin Magazine 35,000 Women's soccer in Germany Tw o-Monthly 6 Five Magazine 35,000 Basketball magazine Monthly 10 Fohlen Echo Magazine 35,000 Borussia Mönchengladbach Monthly 17 LR Lebensretter Magazine 35,000 Sports club magazine Quarterly 4 Meer & Yachten Magazine 35,000 Sailing Tw o-Monthly 6 Snow board Buyers Guide Magazine 35,000 Annually 1 Sportrevue Magazine 35,000 Bodybuilding magazine Monthly 12 Wander magazin Magazine 35,000 Hiking, trekking and cycling Tw o-Monthly 6 Bergsteiger Magazine 33,362 Mountain sports Monthly 12 DHV-info Magazine 33,000 Magazine for kites and paragliders Tw o-Monthly 6 Quadw elt Spezial Magazine 33,000 Annually 1 Syburger Magazine 33,000 Magazine containing motorcycling Monthly 12 Climb! Magazine 32,000 Tw o-Monthly 6 Handbuch des Sports in Berlin Magazine 32,000 Directory - Federal Sport Annually 1 Association Berlin Quadw elt Magazine 32,000 Tw o-Monthly 6 Pow er Wrestling Magazine 31,500 Wrestling magazine Monthly 12 Sport Journal Magazine 31,200 Federal Sport Association Baden Monthly 12 Württemberg Karate Magazine 31,000 Karate Tw o-Monthly 6 Reiter und Pferde in Westfalen Magazine 31,000 Equestrian sports in Westfalen Monthly 12 Bootshandel Magazine 30,850 Sailing Monthly 12 Special Marathon Journal Magazine 30,800 Marathons Berg Magazine 30,000 Annual of the Austrian Alpine Club Annually 1 Box Sport Magazine 30,000 German Amateur Boxing Monthly 12 Association Eishockey New s International Magazine 30,000 Magazine w ith new s from NHL Annually 1 Spezial Eishockey World Magazine 30,000 US ice hockey leagues DHL/NHL Monthly 10 EMTV Nachrichten Magazine 30,000 Sports club magazine Quarterly 4 Euroriding new s Magazine 30,000 Customer Euroriding shops Quarterly 4 Ferienw andern Magazine 30,000 German Alpine and Hiking Club Annually 1 Fisch & Fliege Magazine 30,000 Tw ice-Yearly GeißbockEcho Magazine 30,000 Soccer club and stadium magazine Monthly 17 MagazIn skate Magazine 30,000 Skateboarding Tw o-Monthly 6 pedaliéro Magazine 30,000 Tw o-Monthly 6

Source:Cision

282

Table 3.3d. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Polo+10 Magazine 30,000 Tw ice-Yearly Sport für alle Magazine 30,000 Sports magazine Annually 1 tip Magazine 30,000 Weekly 52 ü Magazine 30,000 Training courses - gymnastics Tw o-Monthly 6 Wakeboardmag Magazine 30,000 Annually 1 SeaStar Magazine 28,500 Diving Tw o-Monthly 6 abfahren Magazine 28,000 Customer magazine w ith bicycles Tw ice-Yearly Segler-Zeitung Magazine 28,000 Schlesw ig-Holstein Sailing Monthly 12 Association Fly and glide Magazine 27,163 Hang-gliding and paragliding Monthly 12 Limited Skateboarding Magazine Magazine 27,000 Skateboarding Tw o-Monthly 6 freedom bmx Magazine 26,704 BMX bikes and cycling Tw o-Monthly 6 Kreuzfahrten w eltw eit Magazine 26,000 Sailing Annually 1 Motor extra Magazine 26,000 The German Motorsport Tw o-Monthly 6 Association Spektrum Magazine 26,000 Sports club magazine Enduro Magazine 25,133 Motorcycles and motorcycle racing Monthly 12 bayernsport Magazine 25,000 Sport in Bavaria Weekly 52 Berg Magazine 25,000 Annual - German Alpine Ass'n Annually 1 Bootsmarkt Magazine 25,000 Catalogue - boats/w ater sports Annually 1 Grand Prix-live miterlebt Magazine 25,000 Formula One Annually 1 HSV live Magazine 25,000 HSV Hamburger Sport-Verein Monthly 17 Quarter Horse Journal Magazine 25,000 Equestrian sports/horse-breeding Monthly 12 Sports and Your City Magazine 25,000 General sports Quarterly 4 Stadion aktuell Magazine 25,000 Stadium vfb Stuttgart 1893 Monthly 17 triathlon training Magazine 25,000 German Triathlon Association Tw o-Monthly 6 Vorstart Magazine 25,000 Motor sport Tw o-Monthly 9 klettern Magazine 24,775 Mountain climbing Monthly 10 VfL Vereinsnachrichten Magazine 24,500 Sports club magazine Quarterly 4 Kanu Magazin Magazine 24,400 Kayaks and canoes Tw o-Monthly 6 fussball training Magazine 24,102 Football training Monthly 10 Sportprogramm Magazine 24,000 Sport and leisure centre Tw ice-Yearly Siemensstadt Nautische Nachrichten Magazine 23,000 Cruiser Dept -German Sailing Quarterly 4 Association Fußball-Woche Magazine 22,796 Soccer in Berlin Weekly 52 Bayern tennis Magazine 22,000 Bavarian Tennis Association Monthly 10 Handball Woche Magazine 21,302 Handball Weekly 52 Fischerei in Baden-Württemberg Magazine 21,000 Fishing Quarterly 4 Hannoveraner Magazine 21,000 Hanoverian horses in sports Monthly 12 pro! golf Magazine 20,200 Golf Quarterly 4 FliegenFischen Magazine 20,100 Fly-fishing Tw o-Monthly 6 Reiterjournal Magazine 20,033 Equestrian sports in Baden- Monthly 12 Württemberg Betze-Magazin Magazine 20,000 1 FC Kaiserslautern soccer club Fortnightly 20 Betze-Magazin spezial Magazine 20,000 1 FC Kaiserslautern soccer club Annually 1 Bremer Sport Magazine 20,000 Sports magazine Deutsche Tennis Zeitung Magazine 20,000 German Tennis Association Monthly 11 elf Magazine 20,000 Women's soccer Fortnightly 21 Golf Führer Deutschland Magazine 20,000 Travel magazine for golfers Annually 1 kite Magazine 20,000 Kitesurfing Tw o-Monthly 8 kite-boardingde Magazine 20,000 Kite-boarding Tw o-Monthly 8 Motorrad Treff Magazine 20,000 Motorcycle magazine Monthly 12 Nürburger Magazine 20,000 Motorcycle magazine Monthly 12 Source:Cision

283

Table 3.3e. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a offizielle Jahrbuch des 1 FC Köln Magazine 20,000 Sports club magazine Annually 1 rad insider Magazine 20,000 Annually 1 Rad touren Magazine 20,000 Tw o-Monthly 6 Rheingolf Magazin Magazine 20,000 Golf Quarterly 4 saz sportsfashion magazin Magazine 20,000 Sportsw ear Tw o-Monthly 8 supporters new s Magazine 20,000 Quarterly 4 Useless Magazine 20,000 Tw ice-Yearly Wake Magazine 20,000 Tw ice-Yearly Deutsches Turnen Magazine 19,220 German Gymnasts' Association Monthly 12 VcG aktuell Magazine 19,000 Golf Quarterly 4 Huddle Magazine 18,500 American football Weekly 52 BayArena Magazin Magazine 18,000 Monthly 17 Motorsport Termine Magazine 18,000 Motorsports Annually 1 Niederrhein Tennis Magazine 17,306 Tennis Association - Low er Rhine Tw o-Monthly 6 Bayerns Pferde Zucht + Sport Magazine 17,249 Equestrian Monthly 12 Golf Week Magazine 17,000 Golf Fortnightly 32 Sport Magazine 17,000 Federal Sport Ass'n Württemberg Fortnightly 26 Rheinlands Reiter-Pferde Magazine 16,616 Rheinland Riding Association Monthly 12 Rhönw acht Magazine 16,500 Members magazine - Rhönklub Quarterly 4 Blaue Peter Magazine 16,000 Quarterly 4 LaufZeit Magazine 16,000 Running Monthly 11 Meeting Magazine 16,000 Horse racing Tw o-Monthly 6 Segler-Verbände Magazine 16,000 Sports club sailing in Berlin Annually 1 Berlin/Brandenburg Infos und Wettfahrtkalender Sport In Form Magazine 16,000 Federal Sport Association - Monthly 12 Rheinland-Pfalz Sport und mehr Magazine 15,800 Sport clubs Monthly 12 Deutsche Zeitschrift für Magazine 15,500 Sports injuries Monthly 11 Sportmedizin Fit mit Walking Magazine 15,500 Nordic w alking Tw o-Monthly 6 Rad am Rhein Magazine 15,500 Biking in the Niederrhein area 3-per-Year tischtennis Magazine 15,433 German Table Tennis Association Monthly 12 Pferde forum Magazine 15,105 Weser-Ems Riding Association Monthly 12 BHZ Magazine 15,000 Sports club magazine, handball Tw o-Monthly 8 Boardstein Magazine 15,000 Skateboarding Tw o-Monthly 6 condition Magazine 15,000 Running and stamina sports Monthly 10 Dragracer Magazine 15,000 Tw o-Monthly 6 Freizeit Reiter Magazine 15,000 Monthly 12 Fussball Journal Niedersachsen Magazine 15,000 Soccer journal for Low er Saxony Monthly 12 GESport Magazine 15,000 Sport in Gladbeck, Gelsenkirchen Weekly 52 and Kirchhellen GLASport Magazine 15,000 Sport in Gladbeck, Gelsenkirchen Monthly 12 and Kirchhellen Horner Magazine 15,000 Sports club magazine Tw o-Monthly 5 Jugendhockey Magazine 15,000 Youth hockey Tw o-Monthly 6 kicker Fußball Almanach Magazine 15,000 Soccer almanac Annually 1 Kölnsport Fussball Special Magazine 15,000 Soccer magazine for Cologne Annually 1 Kölnsport Golf Special Magazine 15,000 Golf magazine Annually 1 Smash Magazine 15,000 Annually 1 Sport mein neuer Kurs! Magazine 15,000 Sports magazine Annually 1

Source:Cision

284

Table 3.3f. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Sport und Freizeit im Rheingau- Magazine 15,000 Sport directory - Rheingau-Taunus Annually 1 Taunus-Kreis region Pferd + Sport in Schlesw ig- Magazine 14,900 Equestrian sports - Monthly 12 Holstein und Hamburg Hamburg/Schlesw ig-Holstein Blumenauer sport Nachrichten Magazine 14,800 Eintracht Frankfurt Das Stadion Magazine 14,500 Eintracht Frankfurt soccer club Monthly 17 gotcha! paintball-action Magazine 14,000 Paintball sport magazine Tw o-Monthly 6 Spiridon Magazine 14,000 Running and athletics journal Monthly 12 Sport-Welt Magazine 14,000 Thoro'bred horse-breeding/racing 2+Weekly 156 Snow Sport Magazine 13,500 Wintersports for professionals Quarterly 4 fechtsport Magazine 13,400 Fencing Tw o-Monthly 6 Golf in Hamburg Magazine 13,300 Golf Tw o-Monthly 6 adler Magazine 13,000 Aerosports Monthly 12 DMSB Deutscher Motor Sport Bund Magazine 13,000 German Motor Sport Association Annually 1 eV Automobilsport Handbuch Siebenstern Magazine 13,000 Local magazine Tw o-Monthly 6 Sport in Hessen Magazine 13,000 Sport in Hessen Fortnightly 26 Sportlicht Magazine 13,000 Tw ice-Yearly Grüne Seiten Magazine 12,500 Quarterly 4 reitsport magazin für Magazine 12,150 Riding and horse racing Monthly 12 Hannover/Bremen Badminton Sport Magazine 12,000 German Badminton Association Monthly 10 bsvb Internationales Bodensee Magazine 12,000 Sailing on Lake Constance Annually 1 Jahrbuch der Sportschifffahrt deutschland & bayern ski Magazine 12,000 Bavarian Ski and Husky Ass'n Tw o-Monthly 6 Fischw aid Magazine 12,000 German Ass'n of Line Fishermen Tw o-Monthly 6 Golf reisen + erleben Magazine 12,000 Golf guide for South Europe Annually 1 Haflinger aktuell Magazine 12,000 Haflinger horses Tw o-Monthly 6 handball magazin Magazine 12,000 Handball Monthly 12 Judo Magazin Magazine 12,000 German Judo Association Monthly 11 Kart-Sport Magazine 12,000 Karting Annually 1 kicker Fußball Jahrbuch Magazine 12,000 Annual about soccer Annually 1 RadCity Magazine 12,000 SportSicht Magazine 12,000 Quarterly 4 Turnen & Sport Magazine 12,000 Gymnastics/dance Monthly 12 Volleyball-Digest Magazine 12,000 Volleyball Wir Herthaner Magazine 12,000 Stadium magazine Monthly 17 Wasserski & Wakeboard Magazin Magazine 11,300 Waterskiing and w akeboarding Tw o-Monthly 6 BFV Magazin WFV Magazine 11,000 Soccer in Baden-Württemberg Monthly 12 Sport & Freizeit Magazine 11,000 Quarterly 4 Sportfischer in Weser-Ems Magazine 11,000 Line Fishermen in Weser-Ems Tw o-Monthly 6 Stuttgart Alpin aktiv Magazine 11,000 German Alpine Club (Stuttgart) Annually 1 Radsport Rennrad Magazine 10,369 German Bicyclist Association Weekly 51 outrun Magazine 10,300 Quarterly 4 05er Magazine 10,000 Monthly 17 ADACsportw elt Magazine 10,000 Motor sports Annually 1 Aix cours Magazine 10,000 Equestrian Tw ice-Yearly ASC Info Magazine 10,000 Tw ice-Yearly Bogensport Magazin Magazine 10,000 Archery Tw o-Monthly 6 Club magazin Magazine 10,000 Monthly 17 DMSB Deutscher Motor Sport Bund Magazine 10,000 German Motor Sport Association Annually 1 eV Motorradsport Handbuch (bikes) Eintracht aktuell Magazine 10,000 Soccer magazine Monthly 17 Euro Saar Magazine 10,000 Quarterly 4 euroclassics Magazine 10,000 Annually 1

Source:Cision

285

Table 3.3g. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Golf-Magazin Rhein-Neckar Magazine 10,000 Golf Quarterly 4 Halbvier Magazine 10,000 Monthly 17 heimspiel Magazine 10,000 Monthly 18 Internationales Festhallen Magazine 10,000 Festhallen horseriding tournament Annually 1 Reitturnier Internationales Reitturnier Magazine 10,000 Annually 1 Westfalenhallen Dortmund Kölnsport Magazine 10,000 Sport facilities in Cologne Monthly 10 Leezen kurier Magazine 10,000 Biking in Westfalen Quarterly 4 Löw en New s Magazine 10,000 Soccer fanzine/tadium magazine Monthly 17 Oldenburger Reitplatz Magazine 10,000 Tw ice-Yearly On Fire Magazine 10,000 Tw o-Monthly 5 pedal Magazine 10,000 Biking in Bremen Tw o-Monthly 5 Pferdebetrieb Magazine 10,000 Tw o-Monthly 6 Sport im WVS Magazine 10,000 Handicapped athletes in Quarterly 4 Württemberg Sport in Essen Magazine 10,000 General sports Monthly 12 Sporthandbuch für Schlesw ig- Magazine 10,000 Annually 1 Holstein Sportiv Magazine 10,000 Sports magazine for the Sauerland Tw o-Monthly 6 sw im & more Magazine 10,000 German Sw imming Association Monthly 12 Truck Sport Book Magazine 10,000 European truck racing Annually 1 Vereinsspiegel tsv Limmer Magazine 10,000 Sports club magazine Quarterly 4 VfL aktuell Magazine 10,000 Sports club magazine Tw ice-Yearly Wassersport-Wirtschaft Magazine 10,000 Water sports and leisure boats Quarterly 4 handball training Magazine 9,526 Handball Monthly 12 Judo Sport Journal Magazine 9,500 Judo Quarterly 4 Niedersachsen Tennis Magazine 9,500 Niedersachsen Tennis Association Tw o-Monthly 9 Thüringer Jäger Magazine 9,500 Supplement to Unsere Jagd Monthly 12 Unser Pferd Magazine 9,485 Breeding and riding in Hessen Monthly 12 DVV-Kurier Magazine 9,000 German Sports Association Tw o-Monthly 6 squash time Magazine 8,850 Squash Quarterly 4 Carp Mirror Magazine 8,800 Tw o-Monthly 6 Kanu Sport Magazine 8,800 German Canoe Association Monthly 12 sport + mode Magazine 8,800 Sports equipment industry Monthly 16 baden tennis Magazine 8,700 Baden Tennis Association Monthly 12 & Teichw irt Magazine 8,500 Fishing Monthly 12 Golf in Berlin und Brandenburg Magazine 8,500 Golf in Berlin and Brandenburg Tw o-Monthly 9 IBM Klub Magazin Magazine 8,500 Tw ice-Yearly Oldenburg Sport Magazine 8,500 Sports new s from Oldenburg Monthly 10 Pferdesport Bremen Magazine 8,500 Riding in Bremen w ith dates of Tw o-Monthly 6 horse races Körper-Erziehung sportunterricht Magazine 8,400 Journal for sports teachers Monthly 12 Spirit Magazine 8,200 Cheerleading Tw o-Monthly 6 Sportschipper Magazine 8,200 Water sports - Low er Monthly 12 Saxony/Bremen volleyball Magazin Magazine 8,200 German Volleyball Association Monthly 12 ETV Magazin Magazine 8,100 Quarterly 4 saaramateur Magazine 8,031 Athletes in the Saarland Weekly 52 DJI Bulletin Magazine 8,000 German youth institute magazine Quarterly 4 EinSatz Magazine 8,000 Missionary w ork in sport Quarterly 4 Fussball Kalender Magazine 8,000 Soccer calendar Annually 1

Source:Cision

286

Table 3.3h. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Hamburg Alpin Magazine 8,000 German Alpine Ass'n of Hamburg Quarterly 4 Hessen Fussball Magazine 8,000 Soccer in Hessen Monthly 11 IBN Magazine 8,000 Sailing Monthly 12 Kampmann Pferdesport Festival Magazine 8,000 Annually 1 Bremen matchball + Golf-Extra Magazine 8,000 Tennis/golf Quarterly 4 Rolinck Cup in der Halle Magazine 8,000 Annually 1 Münsterland Sport in Baden Magazine 8,000 Sport Association in Baden Nord Monthly 12 Sport Praxis Magazine 8,000 Journal for sports teachers Tw o-Monthly 6 Stammplatz 96 Die Roten Magazine 8,000 Sports club/stadion - soccer Monthly 18 Vereins-Nachrichten Magazine 8,000 Sports club magazine Quarterly 4 Wesermarsch Sport Magazine 8,000 Sport in Wesermarsch Tw o-Monthly 6 Züchter Forum Magazine 8,000 Monthly 12 Ammerland Sport Magazine 7,800 Sports reports from Ammerland Tw o-Monthly 6 Sport im Landkreis Oldenburg Magazine 7,800 Sport in Oldenburg Tw o-Monthly 6 Mein VfL Magazine 7,700 Vfl Bochum 1848 soccer club Monthly 17 Blickpunkt Magazine 7,500 Sports club magazine -Hamburg Tw o-Monthly 5 handball schiedsrichter Magazine 7,500 Referees-German Handball Ass'n Quarterly 4 leichtathletik training Magazine 7,500 Training for athletics Monthly 10 NWA-Nachrichten Magazine 7,500 Angling -Niedersachen-Westfalen Quarterly 4 sport echo Magazine 7,500 Sports club magazine Quarterly 4 STB magazin für Turnen- Magazine 7,500 Gymnastics Monthly 12 Gymnastik-Sport DRS rollstuhl sport Magazine 7,300 Monthly 12 Berliner Bergsteiger Magazine 7,200 Alpine association (Berlin) Tw o-Monthly 6 fitness Börse Magazine 7,100 All aspects of the fitness sector Monthly 12 Trainer Magazine 7,100 SAFS/BETA, BSA Training Centres Tw o-Monthly 6 DAV Mitteilungsblatt Sektion Magazine 7,000 Alpine Association (Augsburg and Quarterly 4 Augsburg Sektion Friedberg Friedberg) Festival Carnival Party Firew orks Magazine 7,000 Annually 1 Kogge Magazine 7,000 FC Hansa Rostock soccer club Monthly 17 leichtathletik Magazine 7,000 German Athletics' Association Weekly 48 Neue Sächsische Bergsteiger Magazine 7,000 Quarterly 4 tennis Sport im TVM Magazine 7,000 Tennis - Tennisverband Mittelrhein Tw o-Monthly 8 Traber Rundschau Magazine 7,000 International Equestrian Quarterly 4 Wanderzeit Magazine 7,000 German Ramblers' Association Quarterly 4 Langenau aktuell Magazine 6,830 Culture and sport in Langenau Weekly 52 Reiter Prisma Magazine 6,753 Equestrian - Rheinland-Pfalz and Monthly 12 Saarland Adressbuch des Sports Magazine 6,500 Directory listing sport addresses Annually 1 Blauw asser Magazine 6,500 Sailing Quarterly 4 ECP aktuell Magazine 6,500 Ice hockey team -Peiting Mitteilungen der Sektion Nürnberg Magazine 6,500 German Alpine Club (Nuremberg) 3-per-Year des Deutschen Alpenvereins eV Sport in Berlin Magazine 6,500 Sport in Berlin Monthly 10 SSC Sport Magazine 6,500 Annually 1 Traditionell Bogenschiessen Magazine 6,500 Archery Quarterly 4 Oberpfalz-Sport Magazine 6,400 Magazine for athletes, trainers Quarterly 4 pfalzsport Magazine 6,400 Pfalz Sports Association Monthly 12 Reiten & Zucht in Berlin- Magazine 6,350 Equestrian - Berlin-Brandenburg Monthly 12 Brandenburg Eintracht New s Magazine 6,300 Sports club magazine Tw o-Monthly 5 Hessischer Gebirgsbote Magazine 6,300 Hessischer -Waldeck Gebirgs- und Quarterly 4 Heimatverein Trakehner Magazine 6,260 Monthly 12 Source:Cision

287

Table 3.3i. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Haflinger Magazin Magazine 6,200 Equestrian Tw o-Monthly 6 Divemaster Magazine 6,000 Diving Quarterly 4 Fitness Guide Magazine 6,000 German fitness/recreation sectors Annually 1 Frankfurt Lions Post Magazine 6,000 Ice hockey team - Frankfurt Golf in Hessen Magazine 6,000 Tw ice-Yearly Hamburger Tennis Zeitung Magazine 6,000 Hamburg Tennis Association Tw o-Monthly 5 Hardenberg Burgtunier Nörten- Magazine 6,000 Annually 1 Hardenberg Horizont Sport Business Magazine 6,000 Sport and management Tw o-Monthly 6 Mitteilungen Sektion Freiburg- Magazine 6,000 German Alpine Club (Freiburg- Quarterly 4 Breisgau des Deutschen Breisgau) Alpenvereins Pferde in Sachsen und Thüringen Magazine 6,000 Equestrian Monthly 12 ruder Sport Magazine 6,000 German Row ing Association Fortnightly 24 saar sport Magazine 6,000 Tw o-Monthly 6 Schalke Unser Magazine 6,000 Quarterly 4 MTV info Magazine 5,800 Sports club magazine Quarterly 4 Mitteilungsblatt der Sektion Magazine 5,600 German Alpine Club (Regensburg) Quarterly 4 Regensburg des Deutschen Alpenvereins Eggegebirgsbote Magazine 5,500 Ramblers' club magazine Tw ice-Yearly kölsch live Magazine 5,500 Fanzine of 1 FC Köln soccer club Quarterly 4 natürlich natur Magazine 5,500 Quarterly 4 Sport vor Ort Magazine 5,500 Sports club magazine Quarterly 4 Unsere Windhunde Magazine 5,500 Greyhounds Monthly 12 WestfalenSport Magazine 5,500 Sport in Westfalen Tw o-Monthly 6 gletscher spalten Magazine 5,400 German Alpine Club (Rhineland- 3-per-Year Cologne) Dorenkamp-Echo Magazine 5,300 Monthly 12 Fishing Trans-Ocean Magazine 5,200 Sailing 3-per-Year ATB-Blätter Magazine 5,000 Elderly gymnasts Quarterly 4 Aufschlag Magazine 5,000 Berlin Table Tennis Association Quarterly 4 blick Magazine 5,000 Magazine for members Quarterly 4 Bow ling Magazin Magazine 5,000 Sports magazine, bow ling Monthly 11 Bulletin Magazine 5,000 Monthly 12 Delmenhorster Sport Magazine 5,000 Sport in Delmenhorst Tw o-Monthly 6 Eintracht Frankfurt Saison Journal Magazine 5,000 The Eintracht Frankfurt soccer club Annually 1 Gesundheit und Sport in Herne Magazine 5,000 Annually 1 Grün und gut Magazine 5,000 VFL Wolfsburg sport club Monthly 17 Journal Preußen Magazine 5,000 Annually 1 neue Neudammerin Magazine 5,000 Quarterly 4 Norddeutscher Wanderer Magazine 5,000 Ramblers' magazine 3-per-Year segelfliegen Magazine 5,000 Magazine for gliders Tw o-Monthly 6 Skispur Magazine 5,000 Skiing Tw o-Monthly 6 Sport Magazine 5,000 Sports club magazine Quarterly 4 Sport im Betrieb Magazine 5,000 Monthly 11 Sports Flash Magazine 5,000 Quarterly 4 SportWoche Magazine 5,000 Weekly 52 Top Spin Magazine 5,000 The Hessen Tennis Association Tw o-Monthly 8 Turngemeinde Magazine 5,000 Sports club magazine Quarterly 4 Übersteiger Magazine 5,000 FC St Pauli Hamburg soccer club Tw o-Monthly 5 Unser Verein Magazine 5,000 Sports club magazine Tw ice-Yearly VfL dabei Magazine 5,000 Quarterly 4

Source:Cision

288

Table 3.3j. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a w alddörfer sportfreund Magazine 5,000 Sports club magazine Quarterly 4 w ildpark live Magazine 5,000 Karlsruher Sport-Club Monthly 17 DjK Magazin Sport und mehr Magazine 4,900 Sports the German Youth Ass'n Tw o-Monthly 6 leichtathletik special Magazine 4,862 German Association of Track and 3-per-Year Field Athletics Deutscher Alpenverein, Sektion Magazine 4,800 German alp association (Frankfurt) Quarterly 4 Frankfurt am Main eV Mitteilungsblatt Royal Fishing New s Magazine 4,800 Fishing Quarterly 4 Sportspiegel Magazine 4,800 Sports club magazine Quarterly 4 AMTV Hamburg Magazine 4,500 Sports club magazine Quarterly 4 Dressur Studien Magazine 4,500 3-per-Year DULV-Info Magazine 4,500 German Paragliders' Association Tw o-Monthly 6 Fit Magazine 4,500 Gymnastics sport club magazine Tw o-Monthly 6 Frosch Magazine 4,500 DJK Sportbund München 3-per-Year schw arze C Magazine 4,500 Sports club magazine Quarterly 4 Spandau 1860 Magazine 4,500 Sports club magazine Quarterly 4 Sport magazin Fussball regional Magazine 4,500 Regional soccer magazine for Annually 1 Heidelberg Heidelberg Sport-Palette Magazine 4,500 Sports club magazine Tw o-Monthly 5 VFL Sport Vereinsnachrichten Magazine 4,500 Quarterly 4 Westfalenturner Magazine 4,500 Gymnastics in Westfalia Monthly 12 w ir im TSB Magazine 4,500 Quarterly 4 Energie Echo Magazine 4,350 Monthly 17 golf manager Magazine 4,200 German Golf-Management Ass'n Tw o-Monthly 6 Nachrichten Magazine 4,200 German Alpine Club (Tübingen) Quarterly 4 Schloßturm Magazine 4,200 Quarterly 4 Wir Magazine 4,112 Sports club magazine 3-per-Year Bayern Turner Magazine 4,100 Gymnastics in Bavaria Monthly 11 diaita Magazine 4,005 Quarterly 4 Album des deutschen Rennsports Magazine 4,000 Yearbook on horse-racing Annually 1 DEG Aktuell Magazine 4,000 Ice hockey team- DEG Düsseldorf Fortnightly 30 DMSB Deutscher Motor Sport Bund Magazine 4,000 German Motor Sport Association Annually 1 eV Kartsport Handbuch (karts) FahrRad! Magazine 4,000 Quarterly 4 ganze Jahr Trabrennen Magazine 4,000 Trotting and bets Annually 1 Golf inside Journal Magazine 4,000 Business magazine - golf Tw o-Monthly 6 Karate Aktuell Magazine 4,000 3-per-Year MTV aktuell Magazine 4,000 Sports club magazine Quarterly 4 MTV München von 1879 eV Magazine 4,000 Quarterly 4 Vereinsmitteilungen MTV Spiegel Magazine 4,000 Sports club magazine Quarterly 4 neuer start Magazine 4,000 Handic'd athletes - Low er Saxony Tw o-Monthly 6 PSB 24 aktuell Magazine 4,000 Monthly 10 Radreport Magazine 4,000 Bicycle sports club magazine Quarterly 4 schw imm mit Magazine 4,000 Quarterly 4 Sport Bäder Freizeit Bauten Magazine 4,000 Aquatic sports and leisure centre Tw o-Monthly 6 facilities Streiflichter Magazine 4,000 Sports club magazine Annually 1 svn Extra Magazine 4,000 Sports club magazine Quarterly 4 TennisSport Magazine 4,000 Tennis Tw o-Monthly 6 TGreport Magazine 4,000 Sports club magazine Quarterly 4 Time out Magazine 4,000 Stadium magazine Fortnightly 26

Source:Cision

289

Table 3.3k. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a TSG Turn- und Sportgemeinde Magazine 4,000 Sports club magazine Quarterly 4 Backnang eV Turnen in Rheinland-Pfalz Magazine 4,000 Gymnastics in Rheinland-Pfalz Monthly 12 Turnverein 1848 Erlangen Magazine 4,000 Tw o-Monthly 6 Wir w andern Magazine 4,000 Berlin Ramblers' Club Annually 1 Altvater Magazine 3,900 Mährisch-Schlesischer- Tw o-Monthly 6 Sudentengebirgs-Verein Brandenburgisches Sport-Journal Magazine 3,900 Federal Sport Association of Tw o-Monthly 6 Brandenburg Fränkische Alb Magazine 3,900 Quarterly 4 Forum Press Magazine 3,800 Sports club magazine Quarterly 4 Freizeit Magazine 3,800 Sports club magazine Quarterly 4 Nienburger Angler Magazine 3,800 Angling club Nienburg Quarterly 4 tura aktuell Magazine 3,800 Sports club magazine Quarterly 4 Unsere Brücke Magazine 3,800 Sports club magazine Quarterly 4 Reutlinger Alpinist Magazine 3,700 German Alpine Club - Reutlingen Quarterly 4 TV Informationen Magazine 3,700 Sports club magazine Quarterly 4 MTV-Magazin Magazine 3,600 Quarterly 4 Sponsors Magazine 3,600 Sponsorship Monthly 12 Arminia Echo Magazine 3,500 Sports club magazine echo Magazine 3,500 Sports club magazine Tw ice-Yearly Fußball am Niederrhein Magazine 3,500 Soccer in the Niederrhein Fortnightly 25 Hestur Magazine 3,500 Tw o-Monthly 6 Hockey Magazin Magazine 3,500 Magazine on hockey Monthly 12 Karlsruhe Alpin Magazine 3,500 The German Alpine Association Quarterly 4 Klubb Nachrichten Magazine 3,500 Sports club magazine 3-per-Year Plopp Magazine 3,500 Fortnightly 22 Ringer Magazine 3,500 Magazine for w restlers Monthly 11 Sport Magazin Fussball regional Magazine 3,500 Regional soccer magazine for Annually 1 Sinsheim Sinsheim SVF Magazine 3,500 Sports club magazine Quarterly 4 Turnen an der Saar Magazine 3,500 Sports magazine Monthly 11 TV Fürth 1860 Sport und mehr Magazine 3,500 Sports club magazine Monthly 12 Überschlag Magazine 3,500 Sports club magazine Tw o-Monthly 5 Vereinsbrief Magazine 3,500 Annually 1 ZebraMagazin Magazine 3,500 Sports club magazine Monthly 17 hsb-Report Magazine 3,450 Sports club magazine Tw ice-Yearly SSC Info Magazine 3,400 Quarterly 4 TSG RohrPost Magazine 3,400 Sports club magazine Tw o-Monthly 6 TSV Forstenried Aktuell Magazine 3,400 Sports club magazine Quarterly 4 Blau-Weiss Buchholz eV Magazine 3,300 Blau-Weiss Buchholz Quarterly 4 Sportw elt Magazine 3,300 Sports club magazine Wuppertal Alpin Magazine 3,300 Quarterly 4 Budoka Magazine 3,200 Sports club magazine, martial arts Monthly 10 Kalender für Bekanntmachungen, Magazine 3,200 Calendar w ith dates of horse Fortnightly 25 Pferdeleistungsprüfungen und races Turniersport Kreuzer Yacht Club Deutschland Magazine 3,200 Kreuzer Yacht Club Deutschland e Quarterly 4 eV V Ludw igsburg alpin Magazine 3,200 Alp association (Ludw igsburg) Annually 1 Mitteilungen Magazine 3,200 Sports club magazine Quarterly 4 NTB-Magazin Magazine 3,200 Monthly 12 TGS Echo Magazine 3,200 Sports club magazine Quarterly 4 TuS Info Magazine 3,200 Sports club magazine Tw o-Monthly 6

Source:Cision

290

Table 3.3l. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Vereinszeitschrift der TSV Magazine 3,200 Sports club magazine Tw ice-Yearly Reinbek Athletik Magazine 3,150 Weightlifting Monthly 12 Sport Magazin Fussball regional Magazine 3,100 Soccer - Mosbach/Buchen Annually 1 Mosbach/Odenw ald aktiv Magazine 3,000 Annually 1 Bayern Volleyball Magazine 3,000 Volleyball in Bavaria Quarterly 4 Berge und w ir Magazine 3,000 Magazine for members Quarterly 4 Blickpunkt Magazine 3,000 Sports club magazine Quarterly 4 BLV Laufkalender Magazine 3,000 Annually 1 Club Journal Magazine 3,000 Tw ice-Yearly Club Nachrichten Magazine 3,000 Tw o-Monthly 6 DLV-Bestenliste Magazine 3,000 German athlethics association Annually 1 FC Magazin Magazine 3,000 Monthly 17 HSC Magazine 3,000 The Heidelberger Sport-Club Annually 1 Minigolf Magazin Magazine 3,000 Miniature golf Tw o-Monthly 5 Mitteilungen Magazine 3,000 Quarterly 4 Mitteilungen Magazine 3,000 The German Alpine Club - Bremen Quarterly 4 Mitteilungsblatt des VfB Hermsdorf Magazine 3,000 Sports club magazine Tw o-Monthly 6 eV Rot-Weiss OSCer Magazine 3,000 Sports club magazine Quarterly 4 Pfälzer Turner Magazine 3,000 Gymnastics in the Pfalz Monthly 12 pirouette Magazine 3,000 All aspects of skating Monthly 11 Spiel Feld Magazine 3,000 Annually 1 Sport in Bottrop Magazine 3,000 Sport Directory - Bottrop Annually 1 Sport magazin Aktiv Magazine 3,000 Sports club magazine Tw ice-Yearly tischtennismagazin Magazine 3,000 Monthly 11 TJ Jahnzeitung Magazine 3,000 Sports club magazine Quarterly 4 TSV Aktuell Magazine 3,000 Turnen in Hessen Magazine 3,000 Monthly 12 Turner Post Magazine 3,000 Sports club magazine Quarterly 4 VeloPost Magazine 3,000 Magazine to promote cycling Quarterly 4 Wasserfreunde Spandau 04 eV Magazine 3,000 3-per-Year Vereinsnachrichten WKR Westdeutsche Kegler Magazine 3,000 Bow ling Monthly 12 Rundschau leistungssport Magazine 2,943 Competitive sports Tw o-Monthly 6 rund um den Roland Magazine 2,800 New s and soccer Tw o-Monthly 7 Sportspiegel Magazine 2,800 Gymnastics sports club magazine Quarterly 4 Vollblut Magazine 2,800 Horse breeding Quarterly 4 Distanz aktuell Magazine 2,600 Magazine for endurance riders Tw o-Monthly 6 Jagdspaniel Magazine 2,600 Hunting w ith spaniels Tw o-Monthly 6 TPSK-Info Magazine 2,600 Sports club magazine Tw ice-Yearly Blinkfeuer Magazine 2,500 Sports club magazine, angling Quarterly 4 DLV Leichtathletik-Jahrbuch Magazine 2,500 Annual - German Athletics Ass'n Annually 1 Eintracht Magazin Magazine 2,500 Sports club BTSV Eintracht Tw o-Monthly 8 ESV Aktiv! Magazine 2,500 Sports club magazine Quarterly 4 Finish Magazine 2,500 Horse race bets Weekly 40 Fortuna Aktuell Magazine 2,500 Fortuna Düsseldorf 1895 soccer Monthly 18 club frei atmen! Magazine 2,500 3-per-Year HTB Harburger Turnerbund von Magazine 2,500 Sports club magazine Quarterly 4 1865 eV Schw arz w eiss Kickers-Magazin Magazine 2,500 SV Stuttgarter Kichers soccer club Monthly 17 Luftpumpe Magazine 2,500 3-per-Year

Source:Cision

291

Table 3.3m. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a mach mit Magazine 2,500 Gymnastics - Turngemeinde Quarterly 4 Münster MTV 1847 Braunschw eig Magazine 2,500 Sports club magazine Monthly 12 Münchner Sport Magazine 2,500 Quarterly 4 Ost-Info Magazine 2,500 Sports club magazine Quarterly 4 Post/Süd Kurier Magazine 2,500 Sports club magazine Quarterly 4 roger Magazine 2,500 Monthly 12 Rundschau Magazine 2,500 Quarterly 4 Schw arze L Magazine 2,500 Sports club magazine Monthly 10 Ski-Klub Aktuell Magazine 2,500 Sport Rundschau Magazine 2,500 Sports club magazine Quarterly 4 Sport und Freizeit Magazine 2,500 Sports club magazine Quarterly 4 SSV Jahn 2000 Magazin Magazine 2,500 The SSV Jahn 2000 sport club Fortnightly 19 Steigerw ald Magazine 2,500 Quarterly 4 tödliche Pass Magazine 2,500 Football - culture, sociology Quarterly 4 Trialsport Magazine 2,500 Motorcycle and bicycle magazine Monthly 12 Turn- und Sportbote Magazine 2,500 Sports club magazine Quarterly 4 Turnen hoch im Norden Magazine 2,500 German Gymnasts' Association Monthly 11 (Schlesw ig-Holstein) TVK 1877 Echo Magazine 2,500 Sports club magazine Quarterly 4 Vereinsnachrichten Magazine 2,500 Sports club magazine Tw o-Monthly 8 Vereinsnachrichten Magazine 2,500 Tw ice-Yearly VfL-Info Magazine 2,500 Sports club magazine Tw o-Monthly 8 VSTV echo Magazine 2,500 Sports club magazine 3-per-Year w ir fischer Magazine 2,500 Fisheries Quarterly 4 Zehlendorf 88 Magazine 2,500 Sports club magazine Annually 1 KSB In Form Magazine 2,450 Sports clubs in Düren Annually 1 bergauf-bergab Magazine 2,400 Quarterly 4 DTV 1856 Vereinszeitung Magazine 2,400 Sports club magazine 3-per-Year MTV Info Magazine 2,400 Sports club magazine Quarterly 4 Raumschots Magazine 2,400 Sailing w ith catamarans Quarterly 4 Sektions-Mitteilung Magazine 2,400 German Alpine Club - Kassel Quarterly 4 Sport kurier Magazine 2,400 Sports club magazine Quarterly 4 Thüringer Pedal Ritter Magazine 2,400 3-per-Year TSV 1894 Eltingen Magazine 2,400 Sports club magazine 3-per-Year Vereinsmitteilungen Magazine 2,400 Sports club magazine Quarterly 4 Deutscher Alpenverein Sektion Magazine 2,350 German alp association Quarterly 4 Wiesbaden (Wiesbaden) Altdorfer Sport Spiegel Magazine 2,300 Sports club magazine- Turnverein Quarterly 4 1881 Altdorf Deutscher Alpenverein Sektion Magazine 2,300 3-per-Year Bielefeld Vereins Nachrichten Magazine 2,300 Sports club magazine -Barmer Turn- Tw ice-Yearly Verein mach mit Magazine 2,250 3-per-Year DAV Hanau blickpunkt Magazine 2,200 Tw ice-Yearly DAV Sektion Mannheim des Magazine 2,200 Alp association (Mannheim) Quarterly 4 Deutschen Alpenvereins eV Hockey Magazine 2,200 Magazine on hockey Weekly 42 Nachrichtenblatt Magazine 2,200 Sports club magazine Quarterly 4 Programm Magazine 2,200 The German Alpine Club Annually 1 Schw aben-Ritter Magazine 2,200 Sports club magazine Tw o-Monthly 6 SVL-Report Magazine 2,200 Sports club magazine 3-per-Year

Source:Cision

292

Table 3.3n. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a TB New s Magazine 2,200 Sports club magazine Quarterly 4 TG Konz Aktuell Magazine 2,200 Sports club magazine Quarterly 4 TTL Tischtennis Lehre Magazine 2,200 Table tennis for trainer and player Quarterly 4 Turnerecho Magazine 2,200 Sports club magazine Quarterly 4 TVH-Nachrichten Magazine 2,200 Sports club magazine Tw ice-Yearly Unsere Sektion Magazine 2,200 Annually 1 RTV 1846 Nachrichten Magazine 2,100 Sports club magazine Quarterly 4 Sport-Echo Magazine 2,100 Sports club magazine Quarterly 4 TuS Bramsche eV Sport Spiegel Magazine 2,100 Sports club magazine 3-per-Year ABC New s Magazine 2,000 Ludw igshafen sports club Tw ice-Yearly Aktueller Voltigierzirkel Magazine 2,000 Vaulting Quarterly 4 Angler-Forum Magazine 2,000 Quarterly 4 Arbeitsbuch Magazine 2,000 Sports club trainers Annually 1 Ausschreibungen Magazine 2,000 Sports club magazine Annually 1 bindeglied Magazine 2,000 Sports club magazine, gymnastics Quarterly 4 Blau-Weiss Journal Magazine 2,000 Tennis/hockey Tw ice-Yearly brücke Magazine 2,000 Sports club magazine Quarterly 4 Clubzeitung Magazine 2,000 Bonner Tennis- und Hockey-Verein Tw o-Monthly 6 DJK Zoom Magazine 2,000 Tw ice-Yearly DJK-aktiv Magazine 2,000 Tw o-Monthly 6 Eisstocksport Magazine 2,000 Curling Fortnightly 23 equitrends Magazine 2,000 Equestrian sport and marketing Monthly 12 FSV life Magazine 2,000 Sports club the FSV Monthly 17 Handball in Niedersachsen HiN Magazine 2,000 Handball in Low er Saxony Monthly 10 HannoverSport Magazine 2,000 Sports clubs in Hannover Quarterly 4 Hochzoller sportecho Magazine 2,000 Quarterly 4 Jahrbuch der Bayerischen Magazine 2,000 Annually 1 Leichtathletik Jahresprogramm Magazine 2,000 Annual programme - Taunusklub Annually 1 Klipper Magazin Magazine 2,000 Tennis and hockey Quarterly 4 Mitteilungen Magazine 2,000 Sports club magazine Quarterly 4 Mitteilungsblatt des Deutschen Magazine 2,000 The German Alpine Club Quarterly 4 Alpenvereins Sektion (Braunschw eig) Braunschw eig eV MKV-Kurier Magazine 2,000 Sports club magazine Quarterly 4 Niendorfer Magazine 2,000 Gymnastics - Niendorfer Turn- und Monthly 11 Sportverein Norddeutscher Regatta Verein Magazine 2,000 Sports club magazine Tw o-Monthly 9 Offizielle Mitteilungen Magazine 2,000 The German Soccer Association Monthly 12 Post Sport Verein München Magazine 2,000 Tw ice-Yearly PTSV Jahn Magazine 2,000 Sport club magazine Quarterly 4 pulver magazin Magazine 2,000 Tw o-Monthly 6 Rad-Kurier Magazine 2,000 RSV Magazin Magazine 2,000 Sports club magazine Tw ice-Yearly Seven Magazin Magazine 2,000 Tw o-Monthly 6 Smash Magazine 2,000 Annually 1 splash Magazine 2,000 Quarterly 4 Sportschau Essen Magazine 2,000 Sport in Essen Annually 1 sportw elt hamburg Magazine 2,000 Sport Association - Hamburg Quarterly 4 Steelers New s Magazine 2,000 Sports club magazine Fortnightly 28 Südw est am Ball Magazine 2,000 SV Südw est 1882 soccer club Monthly 17 TBS Vereinsnachrichten Magazine 2,000 Annually 1 TiroJournal Info Magazine 2,000 Magazine w ith shooting TSV aktuell Magazine 2,000 Sports club magazine 3-per-Year turner bündler Magazine 2,000 Sports club magazine Quarterly 4

Source:Cision

293

Table 3.3o. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a TV Fischbek von 1921 eV Magazine 2,000 3-per-Year TVG-aktuell Magazine 2,000 Handball - TV Großw allstadt Monthly 16 Ultra Marathon Magazine 2,000 German Marathon Association Annually 1 Ultra Marathon Magazine 2,000 German Marathon Association Quarterly 4 Unsere Sektion Magazine 2,000 German Alpine Club (Osnabrück) 3-per-Year Vereins-Kurier Magazine 2,000 3-per-Year Vereinsmitteilungen FTSV Komet Magazine 2,000 Sports club magazine Quarterly 4 Blankenese von 1907 eV Vereinszeitschrift Post SV Magazine 2,000 Sports club magazine Tw o-Monthly 6 Telekom Augsburg eV Vereinszeitung Magazine 2,000 Sports club magazine Quarterly 4 Victoria-Post Magazine 2,000 Sports club magazine Quarterly 4 Werdener Turnerbund Magazine 2,000 Sports club magazine Annually 1 Sportnachrichten WLV vor Ort Magazine 2,000 Fortnightly 24 Wochenrennkalender Magazine 2,000 Preview /dates of horse races Weekly 52 Vereinszeitung Haaner Turnverein Magazine 1,950 Sports club magazine Tw o-Monthly 6 1863 eV Club an der Alster eV Nachrichten Magazine 1,900 Sports club magazine, w atersports Monthly 10 TSV Betzingen Vereins- Magazine 1,900 Sports club magazine Tw o-Monthly 6 Mitteilungen VfL Vereins-Mitteilungen Magazine 1,900 3-per-Year Vereinsnachrichten Magazine 1,875 Sports club magazine Quarterly 4 "Rund um den TV" "Der 44'er" Magazine 1,800 Sports club magazine Quarterly 4 art-aktuell Magazine 1,800 Sports club magazine Quarterly 4 Berlin Alpin Magazine 1,800 Alpine Club Berlin/German Alpine Quarterly 4 Association Bremer Sportangler Magazine 1,800 Quarterly 4 Informationen und Regattatermine Magazine 1,800 Saxon Sailing Association Annually 1 Jahrbuch Zucht Magazine 1,800 Results: riders, drivers and horses Annually 1 Kieler Yacht Club Mitteilungsblatt Magazine 1,800 Sailing Tw o-Monthly 5 Sport Post Magazine 1,800 Sports club magazine 3-per-Year startschuß Magazine 1,800 Monthly 11 Stuttgarter Rad-Rundbrief Magazine 1,800 Quarterly 4 Tennis-Report Magazine 1,800 Tennis Tw o-Monthly 6 TSG info Magazine 1,800 Sports club magazine Quarterly 4 TSG Nachrichten Magazine 1,800 Quarterly 4 TV Notizen Magazine 1,800 Sports club magazine Quarterly 4 TV Gut Heil Billstedt von 1898 eV Magazine 1,800 Sports club magazine Quarterly 4 Vereinsnachrichten Vereinsmitteilungen/DAV Sektion Magazine 1,800 Geislingen, Steige in Team der Vereinsspiegel Magazine 1,750 Quarterly 4 TSV-Kurier Magazine 1,750 Sports club magazine Tw o-Monthly 6 Sportverletzung - Sportschaden Magazine 1,710 Sport and medical practice Quarterly 4 Angelhaken Magazine 1,700 Sports club magazine for anglers Quarterly 4 Bergedorfer Bissanzeiger Magazine 1,700 Angling club Bergedorf Tw ice-Yearly Deutscher Alpenverein Sektion Magazine 1,700 The German Alpine Club (Priem am Annually 1 Prien Mitteilungen Chiemsee) Deutscher Turner-Bund DTB Magazine 1,700 Sports club magazine, annual on Annually 1 Jahrbuch gymnastics Förderverein Freunde der Magazine 1,700 Quarterly 4 Leichtathletik mit VEL-Brief der Vereinigung ehemaliger Leichtathleten

Source:Cision

294

Table 3.3p. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Information RTV Magazine 1,700 Sports club magazine Quarterly 4 TSC Berlin 1893 Aktuell Magazine 1,700 TSC Berlin 1893 Quarterly 4 TSGE Vereinszeitung Magazine 1,700 Sports magazine 3-per-Year TSV kareth-lappersdorf vereins- Magazine 1,700 TSV Kareth-Lappersdorf 3-per-Year Information TSV Spiegel Magazine 1,700 Sports club magazine Quarterly 4 turnen und sport Magazine 1,700 Sports club magazine Tw o-Monthly 6 Info Magazine 1,650 Sportclub magazine Quarterly 4 Mitteilungsblatt Magazine 1,650 Fishery Association of Augsburg 3-per-Year Berliner Turnerschaft Korporation Magazine 1,600 Sports club magazine, gymnastics Monthly 10 MTV echo Magazine 1,600 Sports club magazine Quarterly 4 Polizei Sport Verein Journal Magazine 1,600 Sports club magazine Monthly 12 Sächsische Schützenzeitung Magazine 1,600 Tw o-Monthly 6 Sport-Freizeit Leherheide Magazine 1,600 Sports club magazine Quarterly 4 TSV Kornburg 1932 eV Vereins- Magazine 1,600 Quarterly 4 Zeitung Turnen und Spiel Magazine 1,600 Sports club magazine Quarterly 4 TV Aktuell Vereinsnachrichten Magazine 1,600 Sports club magazine Quarterly 4 vereinsbrille Magazine 1,600 Sports club magazine Quarterly 4 Vereinsnachrichten ESV Blau-Gold Magazine 1,600 Sports club magazine Quarterly 4 Frankfurt/Main eV VfL Vereins-Mitteilungen Magazine 1,600 Quarterly 4 Zeitschrift des Turn- und Sport- Magazine 1,600 Quarterly 4 vereins Handschuhsheim 1886 eV Intn'l Journal of Sports Medicine Magazine 1,550 Sports medicine and physiotherapy Monthly 12 Sportfreund Magazine 1,550 Sports club magazine Tw ice-Yearly Aaseher vom SV Blau-Weiß- Magazine 1,500 Tw ice-Yearly Aasee aktuell Magazine 1,500 Turnverein Langen Quarterly 4 ATSV Kurier Magazine 1,500 Regional Sports club magazine Quarterly 4 Birdie-Par Magazine 1,500 Annually 1 BTV 1877 Spiegel Magazine 1,500 Sports club magazine Quarterly 4 Club Nachrichten Grossflottbeker Magazine 1,500 Tennis, hockey and golf Tw o-Monthly 7 Tennis-, Hockey- und Golf-Club eV Clubnachrichten Magazine 1,500 Quarterly 4 Club-Nachrichten Magazine 1,500 Tw ice-Yearly D'r Durchblicker Magazine 1,500 Sports club magazine Annually 1 ESV-Echo Magazine 1,500 Quarterly 4 Himmelblauen Magazine 1,500 hochschulsport Magazine 1,500 German University Sport Ass'n Quarterly 4 Holstein Magazine 1,500 HTB 62 Nachrichten Magazine 1,500 Sports club magazine Quarterly 4 Husky Magazine 1,500 Journal w ith huskies and races Quarterly 4 Int'l Journal of Physical Education Magazine 1,500 PE in schools/colleges Quarterly 4 Jachtfunkdienst Nord- und Ostsee Magazine 1,500 Sailing/Navigation Annually 1 KTB Info Magazine 1,500 Sports club magazine Quarterly 4 MM Magazine 1,500 Tw ice-Yearly OSC Hoechst Report Magazine 1,500 Sports club magazine Annually 1 Perspektive Magazine 1,500 Sport for the handicapped - Quarterly 4 Rheinland-Pfalz

Source:Cision

295

Table 3.3q. Top sports publications –Germany continued

Title Type Circulation Profile Frequency / issues p.a Postsportler Magazine 1,500 Sports club magazine Quarterly 4 Rot-Blau Aktuell Magazine 1,500 Spvgg Unterhaching sport club Rot-Schw arz-Kurier Magazine 1,500 Quarterly 4 Spielvereinigung Blankenese von Magazine 1,500 Sports club magazine 3-per-Year 1903 eV Vereinsnachrichten Sport Magazine 1,500 Sports club magazine Quarterly 4 Sport & Spiel Magazine 1,500 Federal Sport Ass'n in Bremen Quarterly 4 Sportvereinigung Deutz 05 Magazine 1,500 Annually 1 Sportnachrichten SVH 1858 Magazine 1,500 Sports club magazine Tw o-Monthly 6 Trainer Brief Magazine 1,500 Table tennis Quarterly 4 TSVler Magazine 1,500 Sports club magazine Quarterly 4 TSV-Report Magazine 1,500 Sports club magazine Tw ice-Yearly Turn- u Sportverein Mü- Magazine 1,500 Sports club magazine Tw ice-Yearly Milbertshofen turnerbrief Magazine 1,500 Sports club magazine Tw ice-Yearly Turngemeinde Schw einfurt 1848 Magazine 1,500 Sports club magazine Quarterly 4 eV Vereinsnachrichten Turnverein 1890 eV Breckenheim Magazine 1,500 Sports club magazine Tw o-Monthly 6 Tusa Aktiv Magazine 1,500 Quarterly 4 TV Aktuell Magazine 1,500 Sports club magazine Tw ice-Yearly TVE-Nachrichten Magazine 1,500 Sports club magazine Quarterly 4 Vereinsnachrichten Magazine 1,500 Tw o-Monthly 6 Vereinsnachrichten Magazine 1,500 Tw ice-Yearly Vereinsnachrichten TGW Magazine 1,500 Sports club magazine Tw o-Monthly 5 vereinsspiegel Magazine 1,500 Sports club magazine Annually 1 VfB Komet New s Magazine 1,500 Sports club magazine Tw o-Monthly 6 VfL Zeitung Magazine 1,500 Sports club magazine Quarterly 4

Source:Cision

296

Table 3.4. Top sports publications by title, circulation, frequency and profile - Greece

Title Type Circulation Frequency / issues p.a 3S MAGAZINE Magazine 20,000 Tw o-Monthly 6 4 ΣΡOΥOΙ TEST Magazine 20,000 Annually 1 ABOUT SEA & FISHING Magazine Annually 1 ABOUT SKI Magazine Annually 1 ACTIVE BY SPORT FM Magazine 23,000 Monthly 12 AUTO ΣΡΙ ΣΗ REPORT Magazine Monthly 12 AUTO ΣΡΙ ΣΗ TEST BOOK Magazine Tw ice-Yearly AUTO ΣΡΙ ΣΗ ΑΓΓΔΛΙΔ΢ Magazine 25,000 Fortnightly 26 AUTO ΣΡΙ ΣΗ ΔΠΑΓΓΔΛΜΑΣΙ ΚΑ Magazine BOOST Magazine 20,000 Annually 1 CHAMPIONS LIFE Magazine 50,000 Monthly 12 DERBY SPORTS Magazine DRAG RACING REVIEW Magazine 20,000 Tw ice-Yearly DRIFT Magazine 15,000 Monthly 12 EUROSPORT Magazine 2,000 EVO Magazine 25,000 Monthly 12 FISH Magazine 17,500 Monthly 12 GOLF & TOURISM IN GREECE Magazine 20,000 Quarterly 4 GREEK DIVER Magazine 8,500 Tw o-Monthly 6 LUXURY BOAT & SUV Magazine 17,000 MAD BOYS Magazine MAX POWER Magazine 58,500 Monthly 12 MBIKE MAGAZINE Magazine 12,000 Tw o-Monthly 6 METROSPORT Magazine 30,000 NAUTICA Magazine 15,000 Monthly 12 OΛΤΜΠΙ ΑΚO΢ Magazine 45,000 Monthly 12 POOLBOY MAGAZINE Magazine 22,000 Tw o-Monthly 6 POWER BIKES Magazine 25,000 Monthly 12 POWER CATALOG Magazine 20,000 Annually 1 POWER TECHNIQUES Magazine 36,000 Monthly 12 POWERBOAT & RIB Magazine 13,000 Monthly 12 R & D TEAM Magazine Tw o-Monthly 6 RACING Magazine 15,000 Monthly 12 RUNNER MAGAZINE Magazine 20,000 Tw o-Monthly 6 SCORE LIVE Magazine SPORT AUTO Magazine 30,000 Monthly 12 SPORT WEEK Magazine SPORTDAY Magazine 60,000 SPORTIME Magazine 70,000 SPORTIME ΚΤΡΙ ΑΚΑΣΙΚΟ Magazine 70,000 SPORTIVE Magazine 20,000 Monthly 12 THALASSA Magazine 16,000 Monthly 12 WATERSPORTS MAGAZINE Magazine 10,000 Monthly 12 YACHTS MOTOR & SAILING Magazine 15,000 Monthly 12 ΑΘΛΗΣΙΚΗ ΜΑΚΔΓOΝΙΑ΢ - ΘΡΑΚΗ΢ Magazine 7,500

Source:Cision

297

Table 3.4a. Top sports publications –Greece continued

Title Type Circulation Frequency / issues p.a ΑΘΛΗΣΙΚΗ ΣΗ΢ ΚΑΒΑΛΑ΢ Magazine 2,800 ΑΝΔΒΑΙΝOΝΣΑ΢ ΣΑ ΒOΤΝΑ ΣOΤ ΚO΢ΜOΤ Magazine Tw o-Monthly 6 ΑΡΓOΛΙΚΑ ΢ΠOΡ Magazine 3,000 ΑΡΣΔΜΙ΢ Magazine 12,000 Tw o-Monthly 6 ΒΤΘΟ΢ Magazine 14,000 Monthly 12 ΔΤΒOΙΑ ΢ΠOΡ Magazine 4,000 ΗΛΙOΤΠOΛΗ ΢ΠOΡ Magazine 12,000 ΘΑΛΑ΢΢Α YACHTING CAPITAL Magazine 15,500 Monthly 12 Ι΢ΣΙOΠΛOΨΚO΢ ΚO΢ΜO΢ Magazine 5,000 Tw o-Monthly 6 ΚOΡΦΔ΢ - ΣO ΠΔΡΙOΓΙΚO ΣOΤ ΒOΤΝOΤ Magazine 10,000 Tw o-Monthly 6 ΚO΢ΜO΢ ΣΗ΢ ΜOΣO΢ΤΚΛΔΣΑ΢ Magazine 20,000 Annually 1 ΚΔΡΚΙΓΑ Magazine 2,500 ΚΤΝΗΓO΢ & ΦΤ΢Η Magazine Monthly 12 ΠΑΝΑΘΗΝΑΨΚO ΣΡΙΦΤΛΛΙ Magazine 45,000 Monthly 12 ΠΛΔΤ΢Η Magazine 17,000 Monthly 12 ΠΡΧΣΑΘΛΗΣΗ΢ Magazine 40,000 ΢ΠOΡ ΢ΣOΝ ΠΔΙΡΑΙΑ Magazine 10,000 ΢ΣOΥΑ΢ΣΡO Magazine Tw o-Monthly 6 ΣΔΝΝΙ΢ INSIDER Magazine 6,000 Tw o-Monthly 6 ΦΙΛΑΘΛO΢ Magazine 50,000 ΦΙΛΑΘΛO΢ ΣΗ΢ ΓΔΤΣΔΡΑ΢ Magazine 50,000 ΦΟΤ΢ΚΧΣΟ Magazine 16,000 Monthly 12 ΦΑΡΔΜΑ Magazine 17,000 Monthly 12 ΦΑΡΔΜΑ & ΢ΚΑΦO΢ Magazine 12,000 Monthly 12 ΧΡΑ ΓΙΑ ΢ΠOΡ Magazine 50,000 ΧΡΑ ΓΙΑ ΢ΠOΡ ΣΗ΢ ΓΔΤΣΔΡΑ΢ Magazine 40,000

Source:Cision

298

Table 3.5. Top sports publications by title, circulation, frequency and profile - Italy

Title Type Circulation Profile Frequency / issues p.a GAZZETTA DELLO SPORT New spaper 785,000 Sports New spaper Daily 365 GAZZETTA DELLO SPORT RM New spaper 785,000 Sports New spaper Daily 365 GAZZETTA DELLO SPORT TO New spaper 785,000 Sports New spaper Daily 365 CORRIERE DELLO SPORT-STADIO BO New spaper 534,000 Sports New spaper Daily 365 CORRIERE DELLO SPORT-STADIO MI New spaper 534,000 Sports New spaper Daily 365 CORRIERE DELLO SPORT-STADIO NA New spaper 534,000 Sports New spaper Daily 365 CONTROCAMPO Magazine 400,000 Weekly 52 SPORT24 New spaper 350,000 Sports New spaper Daily 365 STOP Magazine 337,000 New s/articles on politics, Weekly 52 culture, sport SOLE 24 ORE SPORT Magazine 265,000 Sport business Monthly 12 TUTTOSPORT GE New spaper 205,000 Sports New spaper Daily 365 TUTTOSPORT MI New spaper 205,000 Sports New spaper Daily 365 TUTTOSPORT RM New spaper 205,000 Sports New spaper Daily 365 RIVISTA DEL CLUB ALPINO IT. (CAI) Magazine 200,000 Winter sports Tw o-Monthly 6

RIVISTA DEL CLUB ALPINO IT. LO Magazine 200,000 Winter sports Monthly 12 SCARPONE SPORT LIFE Magazine 200,000 Monthly 12 RUNNER'S WORLD Magazine 140,000 Running Monthly 12 SUPERTIFO Magazine 125,000 Fortnightly 26 LUXURY Magazine 120,000 Tw o-Monthly 6

MONTEBIANCO Magazine 120,000 Mountain sports Monthly 12 TUTTORALLY Magazine 120,000 Rally sport Monthly 12 IN MOTO Magazine 115,000 Motorcycling Monthly 12 BICI DA MONTAGNA - MOUNTAIN Magazine 105,000 Mountain bikes Monthly 12 BIKE WORLD BICICLETTA Magazine 105,000 Cycling Monthly 12 AUTOSPRINT Magazine 100,000 International motor racing Weekly 52 SUBACQUEO Magazine 80,000 Scuba diving Monthly 12 SPORT AUTOMOTO Magazine 75,000 Motor sports Weekly 52 BS - BICISPORT Magazine 70,000 Cycling as a sport Monthly 12 NUOVO CALCIO Magazine 70,000 Football general Monthly 12 ROMA Magazine 70,000 Roma F.C Monthly 12 CICLISMO Magazine 68,000 Cycling as a sport/hobby Monthly 12 Superbasket Magazine 65,000 Basketball Weekly 49 TUTTOMOTO Magazine 62,000 Motorcycling Monthly 12 ALP Magazine 60,000 The Alpine region, including Tw o-Monthly 6 climbs and events CACCIA & TIRO Magazine 60,000 Hunting, fishing and shooting Fortnightly 24 CORRERE Magazine 60,000 Running Monthly 12 GUERIN SPORTIVO Magazine 60,000 General sports Weekly 52 TS - TOTOGUIDA SCOMMESSE Magazine 60,000 Fortnightly 26 SPORTIVO Magazine 56,000 Sports new s Monthly 12 AMERICAN SUPER BASKET Magazine 55,000 American basketball Fortnightly 24 CICLOTURISMO GRAN FONDO Magazine 55,000 Cycling Monthly 12 TECNICHE E RAID SPORTSMAN CAVALLI E CORSE Magazine 55,000 Horseracing Daily 365 NAUTICA Magazine 50,359 Sailing Monthly 12 ANNUARIO GUIDA SLOW BIKE Magazine 50,000 Annually 1

Source:Cision

299

Table 3.5a. Top sports publications –Italy continued

Title Type Circulation Profile Frequency / issues p.a FORZA MILAN! Magazine 50,000 Magazine of the football club Monthly 12 AC Milan IN CASO DI Magazine 50,000 Quarterly 4 MOTONAUTICA Magazine 50,000 Sailing Monthly 12 NUOVO TOTOGUIDA SPORT Magazine 50,000 Weekly 52 RIVISTA DELLA MONTAGNA Magazine 50,000 Mountain climbing/w alking Tw o-Monthly 6

RIVISTA GRAN FONDO Magazine 50,000 Monthly 12 RIVISTA MARATHON Magazine 50,000 Tw o-Monthly 6

RIVISTA MTB Magazine 50,000 Monthly 12 YACHT CAPITAL Magazine 49,700 Buying and sailing big yachts Monthly 12 TENNIS ITALIANO Magazine 49,000 Tennis in Italy Monthly 12 ARCO Magazine 46,000 Archery Tw o-Monthly 6

BOLINA Magazine 45,000 Sailing Monthly 12 GIORNALE DELLA VELA Magazine 45,000 Sailing Monthly 12 PESCARE Magazine 43,071 Fishing Monthly 12 VELA E MOTORE Magazine 43,000 Sailing Monthly 12 PESCA IN MARE Magazine 42,000 Fishing Monthly 12 SCIARE - Org. Uff. AMSI Magazine 42,000 Winter sports Fortnightly 24 YACHTSMAN Magazine 41,000 Quarterly 4 ANNUARIO DELLA NAUTICA Magazine 40,000 Annually 1 CAVALLO MAGAZINE & LO SPERONE Magazine 40,000 Horse-breeding, equestrian Monthly 12 and horse-racing MONDO DEL CICLISMO Magazine 40,000 Weekly 52 PREALPINA DEL LUNEDI' Magazine 40,000 Weekly 52 SCI Magazine 40,000 Winter sports Monthly 12 TRIATHLETE Magazine 40,000 Tw o-Monthly 6

TUTTOBICI Magazine 40,000 Cycling as a sport Monthly 12 YACHT DIGEST Magazine 38,800 Vintage and classic boats Tw o-Monthly 6

FARE VELA Magazine 38,000 Sailing Monthly 12 Lombardia Oggi Sport Magazine 36,000 Sport in Weekly 52 SAMURAI BUSHIDO PUGILATO Magazine 36,000 Monthly 12 CACCIA & CANI Magazine 35,000 Monthly 12 GIORNALE DELLE BARCHE A Magazine 35,000 Motoryachting Monthly 12 MOTORE RIVISTA DEL TREKKING Magazine 35,000 Monthly 12 PESCASUB Magazine 34,000 Monthly 12 CORSA Magazine 32,000 Running Tw o-Monthly 6

SUB Magazine 31,000 Scuba diving Monthly 12 DOVE NAVIGARE - GUIDA AI MARI Magazine 30,000 Annually 1 D'ITALIA GOLF TURISMO Magazine 30,000 Golf Monthly 12 GOMMONE E LA NAUTICA PER TUTTI Magazine 30,000 Water sports Monthly 12 MATCHPOINT TENNIS MAGAZINE Magazine 30,000 Fortnightly 24 ONBOARD Magazine 30,000 Snow boarding Tw o-Monthly 6

SPORT&FINANZA Magazine 30,000 Weekly 52 TENNIS OGGI Magazine 30,000 Tennis Monthly 12

Source:Cision

300

Table 3.5b. Top sports publications –Italy continued

Title Type Circulation Profile Frequency / issues p.a PESCARE MARE Magazine 28,523 Fishing Monthly 12 WINDSURF ITALIA Magazine 28,000 Surfing and w indsurfing Monthly 12 Kiteboard Italia Magazine 25,000 Kiteboarding Tw o-Monthly 6

PESCATORE D'ACQUA DOLCE Magazine 25,000 Fishing Monthly 12 SNOWBOARDER MAGAZINE Magazine 25,000 Snow boarding Monthly 12 MONDO DEL GOLF Magazine 23,500 Golf Monthly 12 CULTURA FISICA & FITNESS Magazine 20,000 Fitness Tw o-Monthly 6

DELTA & PARAPENDIO Magazine 20,000 Hang-gliding and para-gliding Monthly 12 SCI FONDO Magazine 20,000 Winter sports Monthly 12 PESCARE CARPFISHING Magazine 19,000 Quarterly 4 LADY GOLF & STYLE Magazine 15,000 Women's Golf Tw o-Monthly 6

PANATHLON INTERNATIONAL Magazine 13,000 Tw o-Monthly 6

CAMMINARE Magazine 12,000 Quarterly 4 GIGANTI DEL BASKET Magazine 12,000 Basketball in Italy Monthly 12 TOP SPORT Magazine 10,500 Sports trade Monthly 12 SETTIMANA SPORT Magazine 10,000 Weekly 52 PROFESSIONE FITNESS Magazine 9,500 Fitness Tw o-Monthly 6

TECNOLOGIE TRASPORTI MARE Magazine 8,500 Tw o-Monthly 6

King Surfer Magazine Magazine 6,000 Surfing Annually 1 Quota Neve Magazine 6,000 Winter sport infrastructure Tw o-Monthly 5

Rally Sprint Magazine 6,000 International rally driving Monthly 12 CAGLIARI CALCIO Magazine 5,000 Monthly 12 Cremona Produce Magazine 4,500 Cultural review w ith new s, Tw o-Monthly 5 sport and tourism BARCA PER TUTTI Magazine Quarterly 4 BARCHE & GOMMONI Magazine Monthly 12 DATASPORT Magazine Daily 365 EUROCALCIO Magazine Monthly 12 INFORMACALCIO.IT Magazine Daily 365 MADE FOR SPORT Magazine Tw o-Monthly 6

MONDO BARCA Magazine Monthly 12 PALLAVOLO SUPERVOLLEY Magazine Monthly 12 Pesca Sub Magazine Fishing Monthly 12 SOLOVELA Magazine Monthly 12 STYLE YACTHING (CORRIERE DELLA Magazine Yachting Monthly 12 SERA) YACHT CHARTER Magazine Yachting Annually 1

Source:Cision

301

Table 3.6. Top sports publications by title, circulation, frequency and profile - Netherlands

Title Type Circulation Profile Frequency / issues p.a Bal Magazine 814,143 Journal of the KNVB - the Tw o-Monthly 6 Royal Dutch Football Association Running Wheels Magazine 250,000 Monthly 12 SportsWomen.nl Magazine 175,000 Tw o-Monthly 6 Voetbal International Magazine 168,340 International football magazine Weekly 52 Watersport Krant Magazine 160,000 Watersports Quarterly 4 TT Circuit Assen Magazine 150,000 Motorcycling Annually 1 Tring! Magazine 140,000 Quarterly 4 Golfnieuw s Magazine 123,506 Golf Quarterly 4 Golfjournaal Magazine 122,757 Journal of the Dutch Golf Monthly 10 Federation Golf in Nederland Magazine 120,000 Golf Annually 1 Hockey Magazine Special Magazine 112,006 Hockey 3-per-Year Boten Magazine 105,000 Fortnightly 23 WeeklyBreak Magazine 100,000 Fortnightly 26 Buyer's Guide Magazine 90,000 Tw ice-Yearly Cycletours Magazine 90,000 Cycling Annually 1 Visblad Magazine 90,000 Fishing Monthly 12 Elf Magazine 87,307 International football magazine Monthly 11 ANWB Ledenw ijzer: Handboek Magazine 85,000 Cycling Annually 1 Fietsen ANWB Ledenw ijzer: Op Stap in de Magazine 85,000 Annually 1 Natuur Atletiek Magazine Magazine 83,557 Tw o-Monthly 5 Beet Sportvissers-Magazine Magazine 78,000 Fishing Monthly 12 Nieuw e Revu Magazine 72,497 New s, sport, entertainment, Weekly 52 social reports Fit Krant Magazine 65,000 Tw o-Monthly 7 Ajax Life Magazine 60,000 Association of Ajax Fortnightly 20 Supporters Yoga Magazine 60,000 Yoga Quarterly 4 Ski Magazine Magazine 59,266 Dutch Skiing Association Tw o-Monthly 6 Snow board Magazine Magazine 58,560 Dutch Snow boarding and Annually 1 Skiing Association Toeractief Magazine 56,354 Tw o-Monthly 6 Judo Visie Magazine 50,000 Judo Quarterly 4 Just Kick-it! Magazine 50,000 Football Monthly 10 Landelijk Wandel Programma Magazine 50,000 Annually 1 RTL GP Magazine 50,000 Tw o-Monthly 6 Skûtsjekrant Magazine 50,000 Annually 1 Sportw eek Magazine 48,021 General sports Weekly 52 Vierdaagse Magazine Magazine 45,000 Annually 1 Année Hippique Magazine 44,000 Annually 1 ToerfietsEvenementen Programma Magazine 42,000 Annually 1 (TEP) Waterkampioen Magazine 40,707 Water sports Fortnightly 24 Beach Magazine 40,000 Beach culture 3-per-Year Salt Magazine 40,000 Tw o-Monthly 6 Runner's World Magazine 39,349 Marathons Monthly 11 HOOGTElijn Magazine 39,000 Climbing, w alking and skiing Tw o-Monthly 5 tours

Source:Cision

302

Table 3.6a. Top sports publications –Netherlands continued

Title Type Circulation Profile Frequency / issues p.a Fiets Magazine 37,062 Cycling Monthly 12 FietsSport Magazine Magazine 36,948 Tw o-Monthly 6 H2O Bootaccessoires Magazine 36,750 Tw ice-Yearly Voetbal Magazine Magazine 36,605 Royal Dutch Football Monthly 11 Association Schietsport Magazine 36,000 Royal Dutch Shooting Monthly 11 Association Bastion Blik Magazine 35,000 Tw ice-Yearly Bike & Trekking Magazine Magazine 35,000 Quarterly 4 Outdoor Magazine Magazine 35,000 Mountaineering, trekking, Tw o-Monthly 6 rafting She Magazine 35,000 Tw o-Monthly 6 Vogelvrije Fietser Magazine 35,000 Dutch Cyclists' Association Tw o-Monthly 6

Yachtmagazine Magazine 35,000 Sailing 3-per-Year Fiets Actief Magazine 34,085 Cycling Tw o-Monthly 6 PSV Flits Magazine 33,000 Fortnightly 22 Tennis Today Magazine 32,000 Tennis Tw o-Monthly 6 Formule 1 RaceReport Magazine 31,809 Formula One Fortnightly 19 Natural Body Magazine 31,702 Aerobics, fitness and healthy Tw o-Monthly 6 eating Alife Magazine 30,000 General Leisure Tw o-Monthly 6 Golf Estate Magazine 30,000 Golf Quarterly 4 Golf Krant Magazine 30,000 Colf Quarterly 4 Golfgids Tee Off Time Nederland Magazine 30,000 Golf Annually 1 Muscle & Fitness Magazine 30,000 Fitness Monthly 12 PSV Inside Magazine 30,000 PSV Eindhoven football club Tw o-Monthly 5

SchaatsSport Magazine 30,000 Monthly 10 Schaatssport Presentatiemagazine Magazine 30,000 Annually 1 SNOW Magazine 30,000 Winter Sports Quarterly 4 Snow boarder Magazine Magazine 30,000 Snow boarding Quarterly 4 Snow Life Magazine 30,000 Winter Sports Annually 1 Tennis Magazine Magazine 30,000 Dutch Law n Tennis Tw o-Monthly 8 Association Tour Special 2007 Magazine 30,000 Annually 1 Moto 73 Magazine 29,432 Motorcycle sports and Fortnightly 26 motorcycles Wieler Revue Magazine 29,000 Cycling, racing, MTB, and Monthly 17 cyclo-cross ViaBoten Magazine 26,629 Monthly 12 Duiken Magazine 26,500 Diving Monthly 12 Zeilen Magazine 25,792 Sailing Monthly 12 Dutch Runners Guide Magazine 25,000 Running Annually 1 Feyenoord Krant Magazine 25,000 Football Fortnightly 25 GOLFlife Magazine 25,000 Golf Quarterly 4 Hisw a Beurscatalogus Magazine 25,000 Tw ice-Yearly Surf 'n Beach Magazine 25,000 Surfing Tw ice-Yearly Te Voet Jaargids Magazine 25,000 Annually 1 Yacht Vision Magazine Magazine 22,680 Sailing Monthly 12 Motorboot Magazine 22,150 Motoryachting Monthly 12 RingSports Magazine 22,000 Monthly 10 White Magazine 22,000 Tw ice-Yearly Wieler Magazine Magazine 22,000 Monthly 12

Source:Cision

303

Table 3.6b. Top sports publications –Netherlands continued

Title Type Circulation Profile Frequency / issues p.a Flex Magazine 21,934 Tw o-Monthly 6 Serious Pleasure Magazine 21,000 Tw ice-Yearly Ajax Magazine Magazine 20,000 Amsterdam Football Club Ajax Tw o-Monthly 8

Boot Journaal Magazine 20,000 Monthly 11 Grand Slam Darts Magazine Magazine 20,000 Darts Monthly 12 Motion Magazine 20,000 Tw o-Monthly 5 Muur Magazine 20,000 Quarterly 4 NIC Magazine Magazine 20,000 Tw o-Monthly 8 Onderw atersport Magazine 20,000 Dutch Diving Association Monthly 10 RELOAD Magazine 20,000 Snow boarding, surfing, Quarterly 4 skateboarding Lifestyle Royal Rumble Magazine Magazine 20,000 Tw o-Monthly 8 Taste Magazine 20,000 Tw ice-Yearly Vissen Magazine 20,000 Amsterdam Angling Tw o-Monthly 6 Association Nummer 14 Magazine 18,585 Monthly 11 Surf Magazine Magazine 18,500 Surfing Tw o-Monthly 8 Access Magazine 18,000 Tw o-Monthly 5 Ajacied Magazine 18,000 Tw o-Monthly 6 Centre Court Magazine 18,000 Quarterly 4 MixFight Magazine 18,000 Tw o-Monthly 8 Woamm! Magazine 18,000 Weekly 52 Golfers Magazine Magazine 17,889 Golf Tw o-Monthly 9 Bow ling Sportmagazine Magazine 17,700 Netherlands Bow ling Quarterly 4 Federation NLCOACH Magazine 17,500 Tw o-Monthly 6 Deep Magazine 17,021 Annually 1 Karperw ereld Magazine 17,000 Carp fishing Tw o-Monthly 6 Scootin' Magazine 16,500 Monthly 12 SLOEPENFAN Magazine 16,500 3-per-Year PetanQue Magazine 16,000 Petanque Quarterly 4 Yacht Vision Botenjaarboek Magazine 16,000 Yachting Annually 1 Nautique Magazine 15,056 Yachting magazine Tw o-Monthly 6 Duikmagazine Magazine 15,000 Tw o-Monthly 6 Hockey Magazine Jaarboek Magazine 15,000 Hockey Annually 1 Kidsw eek Junior Magazine 15,000 Weekly 52 Ridderkerk Sportief & Recreatief Magazine 15,000 Annually 1 Sport & Fitness Magazine 15,000 General sport and fitness Tw o-Monthly 6 Zeehengelsport Magazine 15,000 Sea-fishing Tw o-Monthly 8 Surf Magazine Magazine 14,000 Surfing Quarterly 4 Voetbal International for Kids Magazine 13,828 Football (for children) Quarterly 4 MenSport Magazine 13,500 Horse racing and other sports Tw o-Monthly 9

Kitesurf Magazine Magazine 13,000 Kitesurfing Tw o-Monthly 8 PSV Phoxy Magazine Magazine 13,000 Tw o-Monthly 6 PSV Supporter Magazine 13,000 Football (PSV Einhoven) Monthly 10 SportFisker Magazine 13,000 Fishing Quarterly 4 Limits Magazine 12,500 Climbing Tw o-Monthly 6

Source:Cision

304

Table 3.6c. Top sports publications –Netherlands continued

Title Type Circulation Profile Frequency / issues p.a Eerst Lezen Dan Fietsen Magazine 12,000 Cycling holidays Quarterly 4 Voetnoten Magazine 12,000 Dutch Walking Association Monthly 10

Witvis Totaal Magazine 12,000 Coarse fishing Tw o-Monthly 6 Karper Magazine 11,500 Tw o-Monthly 6 Neerlands Postduiven Orgaan Magazine 11,000 Weekly 52 Rodaction Magazine 11,000 Tw o-Monthly 6 Spiegel der Zeilvaart Magazine 10,500 Yachting Monthly 10 Wandelsportmagazine Magazine 10,130 Walking Association in the Tw o-Monthly 6 Netherlands Bedrijvengids sport en recreatie Magazine 10,000 Annually 1 GodeVaert Magazine 10,000 Tw o-Monthly 5 GolfExtra Magazine 10,000 Golf Weekly 52 IFKS Skûtsjemagazine Magazine 10,000 Annually 1 Lekker w andelen in de natuur Magazine 10,000 Annually 1 Start Magazine 10,000 Motor sports Monthly 12 Taiko Magazine 10,000 Dutch Karate-Do Organisation Quarterly 4

Te Voet Magazine 10,000 Monthly 10 Waterski & Wakeboard Magazine Magazine 10,000 Netherlands Waterski Tw o-Monthly 6 Federation GYMmagazine Magazine 9,500 Monthly 11 Visionair Magazine 9,500 Fishing Quarterly 4 Weekblad Schuttevaer Magazine 9,423 Pan-European Weekly 52 shipping/w atersports Lichamelijke Opvoeding Magazine 9,250 Sports education Monthly 14 Golf Society Magazine 9,000 Golf Annually 1 Draf & Rensport Magazine 8,500 Dutch Horse Racing Weekly 52 Association Sport Bestuur & Management Magazine 8,391 Tw o-Monthly 6 Sportmassage Magazine 8,128 Sports Injuries Monthly 10 Op Lemen Voeten Magazine 8,000 Hiking Tw o-Monthly 5 Rodaplay Magazine 8,000 Staff Magazine 8,000 Tw o-Monthly 6 Korfbal! Magazine 7,800 Monthly 10 RekreaVakkrant Magazine 7,556 Leisure industry Tw o-Monthly 8 Gelderland Sport Magazine 7,500 Gelderse Sport Federation 3-per-Year

Hengelsport rond de Domstad Magazine 7,500 Utrechtse Angling Society 3-per-Year Kanosport Magazine 7,500 Canoeing Quarterly 4 Coachen Magazine 7,399 National Federation of Sports Quarterly 4 Coaches Hockey Magazine Magazine 7,084 Royal Dutch Hockey Fortnightly 28 Association Biljart Totaal Magazine 7,000 Billiards, snooker and pool Monthly 11 Programmaboekje RKC Waalw ijk Magazine 7,000 Monthly 17 STAR Interface Magazine Magazine 7,000 Tw o-Monthly 5 Marne-Info Magazine 6,000 Leeuw arden football club Monthly 10 Wandelpool Magazine 6,000 Tw o-Monthly 6 Roeien Magazine 5,700 Row ing Monthly 12 SportFacilities Magazine 5,500 Tw o-Monthly 6 Triatlon Sport Magazine 5,500 Diathlon and triathlon sports Monthly 12

Source:Cision

305

Table 3.6d. Top sports publications –Netherlands continued

Title Type Circulation Profile Frequency / issues p.a Voetbaltrainer Magazine 5,500 Football Tw o-Monthly 8 Bergen Magazine Magazine 5,000 Quarterly 4 Horizontoer Programmakrant Magazine 5,000 Annually 1 Schaatsmarathon Magazine 5,000 Speed skating/marathon ice- Tw o-Monthly 6 skating Skate en Skeeler Magazine 5,000 Tw o-Monthly 6 Sport en Geneeskunde Magazine 5,000 Sports medicine/exercise Tw o-Monthly 5 Nederlandse Vliegvisser Magazine 4,600 Flyfishing Quarterly 4 Grass-Industry-Personality Magazine 4,500 Annually 1 PSV Inzake Magazine 4,500 3-per-Year TrainersMagazine Magazine 4,500 Tw o-Monthly 8 Tw eeënveertig) Magazine 4,500 Tw ice-Yearly Thermiek Magazine 4,250 Gliding Quarterly 4 Chio Magazine 4,000 Annually 1 KNSB-Nieuw sbrief Magazine 4,000 Tw o-Monthly 6 Tennis & Coach Magazine 4,000 Tennis Tw o-Monthly 6 Wereldfietser Magazine 4,000 Cycling holidays Quarterly 4 IJS Magazine 3,750 Tw o-Monthly 6 Body LIFE Magazine 3,500 Monthly 10 Championner Magazine 3,500 Monthly 12 Provinciale Wandelprogramma Zuid- Magazine 3,500 Annually 1 Holland RKC Waalw ijk Magazine Magazine 3,500 Quarterly 4 Wielerjaarboek Magazine 3,500 Annually 1 Trainer-Coach Magazine 3,300 Association of Dutch Football Quarterly 4 Coaches Fit! Magazine Magazine 3,100 Tw o-Monthly 6 Body Biz Magazine 3,000 Sport and fitness equipment Monthly 11

Dakota Magazine 3,000 Tw o-Monthly 6 Soccer Coaching International Magazine 3,000 Football coaching Tw o-Monthly 6 Visserij Jaarboek Magazine 3,000 Annually 1 FC Emmen Magazine Magazine 2,500 Football Quarterly 4 Jachtbouw Nederland Magazine 2,500 Tw o-Monthly 6 Sportgericht Magazine 2,500 Sports training, practice and Tw o-Monthly 6 education Sportkader Nieuw sbrief Magazine 2,500 Monthly 10 Sportparachutist Magazine 2,500 Parachuting Tw o-Monthly 6 Touché Magazine 2,500 Tw o-Monthly 5 Sport Cult Magazine 2,350 International sports trade Monthly Partner Magazine 2,300 Sports retail trade in the Monthly 10 Benelux countries Vrije Wandelaar Magazine 2,200 Rambling Quarterly 4 Fieldmanager Magazine 2,000 Tw o-Monthly 6 NISB Nieuw sberichten Magazine 2,000 Quarterly 4 Sport Lokaal Magazine 2,000 Local Government Tw o-Monthly 6 Sports/Recreation Volley Techno Magazine 2,000 Volleyball Quarterly 4 Sportaccom Magazine 1,875 Sports facilities, equipment, Tw o-Monthly 6 management and finance

Golfbusiness Magazine 1,750 Golf Quarterly 4 BoomingFutsal Magazine 1,500 Quarterly 4

Source:Cision

306

Table 3.6e. Top sports publications –Netherlands continued

Title Type Circulation Profile Frequency / issues p.a Cricket Magazine 1,500 Cricket Fortnightly 19 Greenkeeper Magazine 1,500 Golf Tw o-Monthly 6 Sportief Magazine 1,500 General sports Quarterly 4 SGWB-Contact Magazine 1,225 Tw o-Monthly 7 Approach Magazine 1,200 Koninklijke Haagsche Golf and Tw o-Monthly 6 Country Club Greenvliet Magazine 1,050 Tw o-Monthly 6 Emmeren Magazine 1,000 Quarterly 4 Limburgse Jager Magazine 1,000 Tw ice-Yearly N.K.T.B. Magazine 1,000 Quarterly 4 Voetsporen Magazine 1,000 Quarterly 4 Wassenaarse Slag Magazine 1,000 Rozenstein Golf Club Tw o-Monthly 7 Rozenstein Driebandennieuw s Magazine 900 Pool Weekly 40 Uniegeus Magazine 900 Monthly 12 Fietsplan Magazine 850 Tw ice-Yearly Clubblad Magazine 800 Oegstgeester Law n Tennis Tw o-Monthly 5 Club Delta Magazine Magazine 800 Quarterly 4 Hellastiek Magazine 800 General athletics magazine Tw o-Monthly 8

L.T.C. Vechtlust Magazine 800 Quarterly 4 Pitch Magazine 800 Gelpenberg Golf Club Tw o-Monthly 6 Schakel Magazine 800 Monthly 12 Groen&Golf Magazine 750 Golf Tw o-Monthly 6 Laakkw artier Nieuw s Magazine 750 Fortnightly 26 Onze Zoetw atervisserij Magazine 750 Freshw ater fishing Tw o-Monthly 6 Skikanten Magazine 750 Winter sports instructors 3-per-Year Peddelpraat Magazine 700 Canoing Tw o-Monthly 6 WandelKoerieR Magazine 700 Tw o-Monthly 6 Luck Raeck Praet Magazine 675 Tw o-Monthly 6 Arbok Magazine 650 Annually 1 Blw erb Magazine 600 Tw o-Monthly 6 Middenstip Magazine 600 Fortnightly 20 Row er's Digest Magazine 600 Row ing Quarterly 4 Clubblad S.C. Spaland Magazine 550 Fortnightly 24 Valkennieuw s Magazine 525 Tw o-Monthly 8 Ballonstof Magazine 500 Dutch Society of Ballooning Quarterly 4 Enthusiasts D.L.T.C.Nieuw s Magazine 500 Tw o-Monthly 5 Zeillat Magazine 450 Tw o-Monthly 6 Groen-Zw art Magazine 280 Fortnightly 22 Bios Skala Magazine 275 Noordw ijk Badminton Society Monthly 10

Odis-Nieuw s Magazine 270 Fortnightly 26 Rjucht en Sljucht Magazine 220 Tw o-Monthly 6

Source:Cision

307

Table 3.7 Top sports publications by title, circulation, frequency and profile - Norway

Title Type Circulation Profile Frequency / issues p.a FJELL OG VIDDE Magazine 146,000 Norw egian Mountain Touring Ass'n Tw o-Monthly 6 VI MENN FOTBALL Magazine 107,000 3-per-Year JAKT & FISKE Magazine 88,377 Hunting and Fishing Association Monthly 11 NORSK GOLF Magazine 71,968 Golf Tw o-Monthly 8 BIL Magazine 56,862 General motoring Monthly 10 SNØ & SKI Magazine 42,000 Winter sports Quarterly 4 BILMAGASINET Magazine 40,000 Monthly 12 HÅNDBALLMAGASINET Magazine 35,000 Handball Quarterly 4 I FORM Magazine 32,981 Monthly 17 BÅTBØRSEN Magazine 28,000 Sailing Fortnightly 20 BÅT I NORD Magazine 25,000 Tw ice-Yearly GOLFPOSTEN Magazine 25,000 Tw o-Monthly 8 BIRKEBEINER'N Magazine 24,000 Skiing Tw o-Monthly 7 2 Magazine 23,770 Manchester United Football Club Tw o-Monthly 8 BÅTMAGASINET Magazine 23,068 Sailing Monthly 12 BÅTGUIDEN Magazine 23,000 Sailing Annually 1 ALT OM FISKE Magazine 22,516 Fishing Tw o-Monthly 8 FRILUFTSMAGASINET UTE Magazine 22,000 Tw o-Monthly 6 ULTRASPORT Magazine 22,000 Extreme sports Tw o-Monthly 8 JAKT Magazine 21,253 Monthly 10 AKTIVLIVSSTIL.NO Magazine 21,000 Norw egian Company Sports Daily 365 Federation BÅTLIV Magazine 19,009 Sailing Tw o-Monthly 9 MAX POWER Magazine 17,449 Monthly 12 SEILAS Magazine 15,000 Royal Norw egian Yacht Club / Tw o-Monthly 9 Racing Union ULTRASPORT VINTER- OG Magazine 15,000 Tw ice-Yearly SOMMER SPESIAL SEILMAGASINET Magazine 14,000 Yachting Monthly 10 PÅ SYKKEL Magazine 13,335 Cycling Tw o-Monthly 5 TRAV OG GALOPP-NYTT Magazine 13,000 Tw ice-Weekly 104 FJØL BIBELEN Magazine 12,500 3-per-Year GOAL Magazine 12,000 Football Quarterly 4 SKIGUIDEN Magazine 12,000 Winter sports covering competitions Annually 1 SKISPORT Magazine 12,000 Norw egian Ski Association Tw o-Monthly 8 BILSPORTBOKEN Magazine 11,500 Annually 1 FOTBALLPROGRAM Magazine 11,000 Football Tw o-Monthly 7 KONDIS Magazine 11,000 Running Tw o-Monthly 8 SYKKELMAGASINET Magazine 10,500 Monthly 10 NORGE I DAG Magazine 10,442 Weekly 52 KITE.NO Magazine 10,000 KNOCKOUT MAGAZINE Magazine 10,000 Tw o-Monthly 6 NORSK SKYTTERTIDENDE Magazine 10,000 Tw o-Monthly 8 SCOOTERNORGE.NO Magazine 10,000 Tw o-Monthly 7 VI MENN BÅT Magazine 9,452 Tw o-Monthly 6 GOLF WORLD NORGE Magazine 8,000 Golf Tw o-Monthly 5 VÅL'ENGA MAGASIN Magazine 7,000 Tw o-Monthly 6 BÅTER TIL SALGS Magazine 6,697 Monthly 15 PADLING Magazine 6,500 Tw o-Monthly 6 RACING Magazine 6,300 Motor sports Fortnightly 36 NORSK SVØMMING Magazine 6,200 Sw imming Tw o-Monthly 6 PÅ GANG Magazine 5,500 Walking Quarterly 4 FRIIDRETT Magazine 4,600 Norw egian Athletics Association Tw o-Monthly 6 GYM & TURN Magazine 4,000 Sports equipment and goods Tw o-Monthly 6

Source:Cision

308

Table 3.7a. Top sports publications –Norway continued

Title Type Circulation Profile Frequency / issues p.a BEDRIFTSIDRETT I Magazine 3,500 Tw o-Monthly 8 OSLOIDRETT Magazine 3,500 Athletics Quarterly 4 BREPOSTEN Magazine 3,100 Mountaineering Quarterly 4 BADMINTON Magazine 3,000 Badminton Quarterly 4 IDRETT & ANLEGG Magazine 3,000 Sports infrastructure Tw o-Monthly 6 LØPSBULLETINEN Magazine 3,000 Monthly 12 SPORT Magazine 3,000 Sports equipment manufacture Tw o-Monthly 8 BLADET FOLKESPORT Magazine 2,700 Walking Quarterly 4 FRITT FALL Magazine 2,700 Parachuting and sky-diving Quarterly 4 SKYTTERNYTT Magazine 2,500 Tw o-Monthly 6 FRI FLUKT Magazine 2,400 Hang- and paragliding Tw o-Monthly 5 SEILFLYSPORT Magazine 2,200 Gliding Quarterly 4 NORSK BORDTENNIS Magazine 2,000 Norw egian Table Tennis Ass'n Quarterly 4 SKØYTESPORT Magazine 2,000 Speed and artistic ice-skating Quarterly 4 FJORDHESTEN Magazine 1,400 Quarterly 4 LEANG NYTT Magazine 1,400 Quarterly 4 BUESTIKKA Magazine 1,350 Archery Monthly 10 HUNDEKJØRING Magazine 1,100 Sled dog racing Quarterly 4 BOXING Magazine 1,000 Norw egian Boxing Federation Quarterly 4 SPORTFISKER'N Magazine 600 Tw o-Monthly 5 FISKEGUIDEN.NO Magazine 500 NYTT FRA NORGES Magazine 350 Quarterly 4 VEKTLØFTERFORBUND AFTENPOSTEN; Magazine SPORTSREDAKSJONEN AMOTOR.NO Magazine BOING Magazine BRYTING - "HÅNDBAK & SUMO" Magazine DYKKING Magazine 7,500 Diving Tw o-Monthly 6 FIREFIRETO Magazine Monthly 12 FJELLOGFISKE.NO Magazine FOTBALL247.COM Magazine Football FOTBALLMAG Magazine Football Tw o-Monthly 6 FOTBALLMAGASINET.NO Magazine Football GOLF.NO Magazine Golf GOLFEREN.NO Magazine Golf HEST.NO Magazine HESTEMARKED.NO Magazine HOCKEYMAGASINET Magazine IDRETTSMAGASINET Magazine MC-AVISA - NETTAVIS Magazine MEGLERNES BRUKTBÅTBLAD Magazine Tw o-Monthly 8 MOTORSPORT.NO Magazine Motorsports MOTORSPORTAVISEN.NO Magazine Motorsports N3SPORT.NO Magazine RACING PÅ NETT Magazine SPEED & PLEASURE Magazine Quarterly 4 SPORT FOR ALLE Magazine SPORTIDAG.NO Magazine SPORTSKANALEN Magazine TERRENGSYKKEL Magazine Quarterly 4 TRAKTOR Magazine TRIM.NO Magazine TV2 NETTAVISEN- FXT Magazine Daily 365 TV2 NETTAVISEN; SPORT Magazine

Source:Cision

309

Table 3.8. Top sports publications by title, circulation, frequency and profile - Poland

Title Type Circulation Profile Frequency / issues p.a Bravo Sport Magazine 170,000 General Sports Fortnightly 26 Pił ka Nożna Magazine 100,000 Weekly 52 Pił ka Nożna Plus Magazine 75,000 Monthly 12 Projekt Planeta Magazine 60,000 Monthly 12 Wę dkar ski Świ at Magazine 60,000 Monthly 12 Football Magazine 45,000 Football Monthly 12 Magazyn Row erow y Magazine 40,000 Golf Vademecum Magazine 30,000 Kulturystyka i Fitness Magazine 30,000 Fitness Monthly 12 TopSpeed Magazine 30,000 bikeBoard - magazyn row erow y Magazine 25,000 Golf & Life Magazine 25,000 Golf Żagle Magazine 21,510 Monthly 12 Bike Action Magazine 20,000 Brać Łowiec ka Magazine 20,000 Lubelski Sport Express i Mazow iecki Magazine 20,000 Weekly 52 Sport Express Ski - Magazyn Dla Narciarzy Magazine 20,000 Skiing Supervolley Magazine 18,000 Monthly 12 H2O Magazine 16,000 Monthly 12 Jachting Magazine 16,000 Yachting Monthly 12 F1 Racing Magazine 15,000 Formula 1 Monthly 12 Magazyn Górski Magazine 12,000 Bieganie Magazine 10,000 Monthly 12 Góry Magazine 10,000 Monthly 12 TenisKlub Magazine 9,500 Tennis Monthly 12 Nurkow anie Magazine 8,000 Monthly 12 Św iat siatków ki Magazine 8,000 Monthly 12 Windsurfing Magazyn Magazine 7,000 Windsurfing Tw o-Monthly 6 Bunny Hop Magazine 5,000 Quarterly 4 Sklep Sportow y Magazine 5,000 Tw ice-Yearly Kitesurfing Magazine 3,000 Szkw ał Magazine 800 Auto Świat Magazine Motoring / Weekly 52 motorsports Reguł y gry w gol fa Magazine Sportplus Magazine Quarterly 4 Żegluj Magazine

Source:Cision

310

Table 3.9. Top sports publications by title, circulation, frequency and profile - Spain

Title Type Circulation Profile Frequency / issues p.a AireLibre Magazine 900,000 Travel, culture, sport, outdoor pursuits Monthly 12 Marca New spaper 527,478 Sport new s from around the w orld Daily Mundo del Siglo Veintiuno New spaper 401,902 General new spaper includes sport Daily Corricolari Magazine 360,000 Athletics Monthly 12 Sport New spaper 182,258 Sports new spaper Daily Atletismo Español Magazine 165,000 Royal Spanish Federation of Athletics Monthly 11 Mundo Deportivo New spaper 160,286 Sports new spaper Daily Marca Motor Magazine 123,261 Motor Sports Monthly 12 Baqueira Beret Magazine 120,000 Baqueira ski resort Tw ice-Yearly DXT Magazine 100,000 General sports Weekly 52 Sport Life Magazine 89,500 Sports/lifestyle Monthly 12 MegaTop Magazine 85,000 Music, films, celebrities and sport Monthly 12 Tenis de Mesa Magazine 74,000 Spanish Table Tennis Federation Quarterly 4 Muscle and Fitness Magazine 70,000 Fitness, body building, health, nutrition Monthly 12 European Magazine Magazine 60,000 Luxury lifestyle and glamorous sports Monthly 12 Sólo Nieve Magazine 50,000 Winter sports Tw o-Monthly 5 Sólo Snow board Magazine 50,000 Snow boarding Monthly 12 Todo Rallyes Magazine 50,000 National international rally car events Monthly 12 Auto Hebdo Sport Magazine 46,000 Motor sports Weekly 52 Andalucía Golf Magazine 45,000 Golf Monthly 10 Ciclismo a Fondo Magazine 41,208 Cycling Monthly 12 Athletic Club Magazine 40,000 Athletic Football Club Bilbao Monthly 12 Auto Moto Sport Magazine 40,000 Motor sport/general motoring Weekly 52 Fútbol Magazine 40,000 Spanish Football Federation Monthly 10 Grand Slam Tenis Magazine 40,000 Tennis Monthly 11 Revista Oficial NBA Magazine 40,000 Official magazine of the NBA Monthly 12 Sólo Bici Mountain Bike Magazine 40,000 Cycling, including mountain biking Monthly 12 Sun Golf Magazine 40,000 Golf in Spain and Portugal Tw o-Monthly 6 Bike a Fondo Magazine 37,292 General cycling Monthly 12 Auto Aventura 4x4 Magazine 35,000 Four-w heel drive vehicles/motor sports Monthly 12 Busline Magazine 30,000 New s, sport and entertainment Quarterly 4 Grandes Espacios Magazine 30,000 Hiking, rambling, outdoor pursuits Monthly 12 Jara y sedal naútica Magazine 30,000 Yachting Monthly 12 Trofeo Caballo Magazine 30,000 Fishing Tw o-Monthly 8 Auto Verde 4 x 4 Magazine 29,167 4 w heel drive vehicles, sport, adventure Monthly 12 Feder Pesca Magazine 29,092 Fishing Monthly 12 Nautic Press Magazine 27,000 Sailing/diving Monthly 10 Golf Digest Magazine 25,002 Golf Monthly 12 Apnea Revista de Inmersión Magazine 25,000 Diving/fishing Tw o-Monthly 9 y Pesca Submarina Buceadores Magazine 25,000 Diving Tw o-Monthly 7 Desnivel Magazine 25,000 Mountain and alpine sports Monthly 12 Diving a Fondo Magazine 25,000 Diving Monthly 12 Dojo Magazine 25,000 Martial arts Monthly 12 Surf a Vela Magazine 25,000 Sail/kiteboards, w indsurfing, yachting Monthly 12 Tennis a fondo Magazine 25,000 Monthly 12 Ecuestre Magazine 24,250 Equestrian sports and horses Monthly 12 Golf Senior Magazine 23,000 Golf Tw o-Monthly 9

Source:Cision

311

Table 3.9a. Top sports publications –Spain continued

Title Type Circulation Profile Frequency / issues p.a Gigantes del Basket Magazine 22,800 Basketball Weekly 52 Pyrenaica Magazine 22,000 Alpine sports Quarterly 4 Sólo Golf & Viajes Magazine 22,000 Golf Monthly 12 Vèrtex Magazine 21,000 Mountaineering Tw o-Monthly 6 Bodyboard Surfer Rule Magazine 20,000 Bodyboarding and surfing Annually 1 Budoka y su Revista de las Magazine 20,000 Martial arts Monthly 11 Artes Marciales Meta 2 Mil Magazine 20,000 Cycling including road racing and touring Weekly 52 Pesca a Bordo Magazine 20,000 Recreational boat fishing Monthly 12 Surfer Rule Magazine 20,000 Surfing, bodyboarding and snow boarding Tw o-Monthly 7 Nautiocasión Magazine 19,417 Sailing Tw o-Monthly 6 Náutica Magazine 18,658 Sailing Monthly 12 CostaGolf Magazine 18,000 Golf and leisure Monthly 12 Snow board Surfer Rule Magazine 18,000 Snow boarding 3-per-Year En Juego Magazine 17,000 Sport, particularly football/football pools Fortnightly 24 Ultima Frontera Magazine 17,000 Travel and underw ater diving Quarterly 4 Super Deporte Magazine 15,732 Sports new spaper Daily 100 X 100 Regata Magazine 15,000 Monthly 10 3 SESENTA Surf Magazine 15,000 Surfing sports, skating, snow boarding Tw o-Monthly 7 Afición Magazine 15,000 Football Fortnightly 24 Cañasport Magazine 15,000 Fishing Tw o-Monthly 6 Escalar Magazine 15,000 Mountain sports Tw o-Monthly 6 ESE CADI OE Magazine 15,000 Cádiz Football Club Monthly 12 Fuerza 7 Magazine 15,000 Windsurfing Tw o-Monthly 7 Navegar Magazine 15,000 Yachting and sport Monthly 12 Par 71 Magazine 15,000 Golf Tw o-Monthly 6 Revista Terceiro Tempo Magazine 15,000 Sport in Galicia Monthly 12 Skipper Magazine 15,000 Sailing Monthly 12 Sólo Pesca Magazine 15,000 Fishing Monthly 11 Equipo New spaper 14,000 Sport in the Aragón region Daily Yate Magazine 13,740 Sailing Monthly 12 Barcos & Yachting a Motor Magazine 13,550 Pow erboats Monthly 12 Motor 2000 Magazine 13,500 Motor trade and motor sport Fortnightly 24 Estadio Deportivo New spaper 11,774 Sport in Seville, Spain, International Daily Bodyboard 3SESENTA Magazine 10,000 Bodyboarding/w ater sports Annually 1 Pesca de Altura Magazine 10,000 Fishing Monthly 12 Pleno Magazine 10,000 Forecasting football pools Weekly 40 Fario Magazine 9,000 Fly fishing Quarterly 4 Par 54 Magazine 7,000 Catalonian pitch and putt Tw o-Monthly 6 Golf la Herrería Magazine 6,600 Golf Tw o-Monthly 6 Lomas Bosque Club de Golf Magazine 6,500 Golf Tw o-Monthly 6 Instalaciones Deportivas XXI Magazine 5,500 Sports infrastructure (trade) Tw o-Monthly 6 T Sport Profesional Magazine 5,500 Sporting, camping and leisure equipment Tw o-Monthly 9 Marathon Magazine 5,000 Marathon running Monthly 11 Tanteador Magazine 5,000 General sports Weekly 44 Tempo de Traiñas Magazine 5,000 Row ing in Galicia Tw o-Monthly 8 Diffusion Sport Gaceta Magazine 4,500 Sports and leisure equipment Fortnightly 24 Diffusion Sport Magazine Magazine 4,500 Professional sports/leisure activities Tw ice-Yearly Diffusport Magazine 4,500 Spainsh sports Fortnightly 22 Tempo de Bolomán Magazine 3,000 Handball Tw o-Monthly 8 HOYO 19 Magazine 2,000 Golf Quarterly 4 Anuario de Golf de Madrid Magazine Golf Annually 1 Cinturón Negro Magazine Martial arts Monthly 12 Vela Magazine Sailing Tw o-Monthly 6

Source:Cision

312

Table 3.10. Top sports publications by title, circulation, frequency and profile - Sweden

Title Type Circulation Profile Frequency / issues p.a Aftonbladet; Sportbladet New spaper 452,300 Weekly 52 Aftonbladet; Sportmagasinet S Magazine 452,300 Monthly 12 Aftonbladet; Sportredaktionen New spaper 452,300 Daily 364 Dagens Nyheter; Sportredaktionen New spaper 368,200 Daily 364 Expressen; Sportredaktionen New spaper 363,000 Daily 364 Svensk Golf Magazine 353,200 Sw edish Golf Federation Monthly 13 Vasalöparen Magazine 265,000 Quarterly 4 Göteborgs-Posten; Sportredaktionen New spaper 248,800 Daily 364 Svenska Dagbladet; Sportredaktionen New spaper 180,800 Daily 364 Sydsvenska Dagbladet; Sportredaktionen New spaper 138,300 Daily 364 Båtliv Magazine 137,000 Sailing Tw o-Monthly 6 SportGuiden Magazine 120,000 Sportsw ear, equipment Tw o-Monthly 8 Dagblad; Sportredaktionen New spaper 82,000 Daily 364 Sälenmagasinet Magazine 75,000 Tiebreak Magazine 75,000 Quarterly 4 Bilsport Magazine 63,100 Motorsports Fortnightly 24 Kvällsposten; Sportredaktionen New spaper 62,900 Daily 364 Östgöta Correspondenten; Sportredaktionen New spaper 62,100 Daily 312 GT; Sportredaktionen New spaper 61,800 Daily 364 Nerikes Allehanda; Sportredaktionen New spaper 61,300 Daily 364 Upsala Nya Tidning; Sportredaktionen New spaper 60,900 Daily 364 I form Magazine 60,800 Monthly 17 Teknikens Värld Magazine 57,700 Motoring/motorsports Fortnightly 26 Nya Wermlands-Tidningen; Sportredaktionen New spaper 57,300 Daily 312 Fotbollsextra Match Magazine 50,000 Football Monthly 11 Borås Tidning; Sportredaktionen New spaper 49,100 Daily 364 Norrköpings Tidningar; Sportredaktionen New spaper 48,900 Daily 312 Vestmanlands Läns Tidning; New spaper 47,200 Daily 312 Sportredaktionen Jaktmarker & Fiskevatten Magazine 46,800 Hunting and fishing Monthly 12 Fitness Magazine Magazine 45,000 Aerobics / fitness training Monthly 11 Barometern - OT; Sportredaktionen New spaper 44,000 Daily 312 Skånska Dagbladet; Sportredaktionen New spaper 41,800 Daily 364 Jönköpings-Posten; Sportredaktionen New spaper 41,700 Daily 312 Norrländska Socialdemokraten; New spaper 40,500 Daily 312 Sportredaktionen Smålandsposten; Sportredaktionen New spaper 40,200 Daily 312 Ridsport SPECIAL Magazine 40,000 Equestrian sport and Tw ice-Yearly horse breeding Golfresan Magazine 37,400 Tw o-Monthly 5 Blekinge Läns Tidning; Sportredaktionen New spaper 36,400 Daily 312 Sundsvalls Tidning; Sportredaktionen New spaper 35,900 Daily 364 Ridsport Magazine 35,000 Equestrian sport Fortnightly 25 Utemagasinet Magazine 35,000 Outdoor / w inter sports Tw o-Monthly 8 Julia Magazine 33,300 Fortnightly 24 Eskilstuna-Kuriren/Strengnäs Tidning; New spaper 33,200 Daily 312 Sportred Smålands-Tidningen; Sportredaktionen New spaper 33,100 Daily 312 Svensk Idrott Magazine 33,100 Sw edish Federation of Monthly 11 Sports Hallandsposten; Sportredaktionen New spaper 33,000 Daily 312 Bohusläningen; Sportredaktionen New spaper 32,600 Daily 312 Kristianstadsbladet; Sportredaktionen New spaper 31,900 Daily 312 Båtnytt Magazine 31,800 Sailing Monthly 12

Source:Cision

313

Table 3.10a. Top sports publications –Sweden continued

Title Type Circulation Profile Frequency / issues p.a Hallands Nyheter; Sportredaktionen New spaper 31,600 Daily 312 Travronden Magazine 30,400 Horse racing Tw ice-Weekly 104 Östersunds-Posten; Sportredaktionen New spaper 30,300 Daily 312 Åka Skidor Magazine 30,000 Skiing, snow boarding, Tw o-Monthly 7 adventure sports Outside Magazine 30,000 Monthly 12 Red Tee Magazine 30,000 Monthly 11 TTELA; Sportredaktionen New spaper 30,000 Daily 312 PÅ KRYSS Magazine 29,900 Sailing / 0cean racing Tw o-Monthly 9 Norra Västerbotten; Sportredaktionen New spaper 29,400 Daily 312 Fiske för Alla Magazine 29,200 Fishing Tw o-Monthly 8 Golf Digest Magazine 28,600 Golf Tw o-Monthly 8 Falu Kuriren; Sportredaktionen New spaper 28,000 Daily 312 Vi Båtägare Magazine 28,000 Motoryachts Monthly 12 Gefle Dagblad; Sportredaktionen New spaper 27,700 Daily 364 Norrbottens-Kuriren; Sportredaktionen New spaper 27,700 Daily 312 Arbetarbladet; Sportredaktionen New spaper 27,000 Daily 364 Ystads Allehanda; Sportredaktionen New spaper 26,100 Daily 312 Fiskejournalen Magazine 25,300 Fishing Tw o-Monthly 9 Tidningen Ångermanland; Sportredaktionen New spaper 25,300 Daily 312 Södermanlands Nyheter; Sportredaktionen New spaper 25,200 Daily 312 Runners World Magazine 25,000 Monthly 10 SportStar Magazine 25,000 Cykla Magazine 24,700 Magazine for cyclists Quarterly 4 Värmlands Folkblad; Sportredaktionen New spaper 24,700 Daily 312 Skaraborgs Allehanda; Sportredaktionen New spaper 24,200 Daily 312 Snöskotertidningen Magazine 23,000 Snow scooting Tw o-Monthly 6 Goal Magazine 22,800 Monthly 12 Värnamo Nyheter; Sportredaktionen New spaper 22,200 Daily 208 IB Motorsport Magazine 21,700 Motorsports Fortnightly 30 Dala-Demokraten; Sportredaktionen New spaper 21,600 Daily 312 Norra Skåne; Sportredaktionen New spaper 21,600 Daily 312 Auto Motor & Sport Magazine 21,000 Motoring / motorsports Fortnightly 24 Praktiskt Båtägande Magazine 20,900 Monthly 10 08SPORT Magazine 20,000 Tw o-Monthly 6 Brant Magazine 20,000 Tw o-Monthly 6 Chequered Flag Magazine 20,000 Racing, classic and Quarterly 4 modern cars/bikes edge Magazine Magazine 20,000 Tw o-Monthly 6 Örnsköldsviks Allehanda; Sportredaktionen New spaper 20,000 Daily 312 Segling Magazine 20,000 Sailing Tw o-Monthly 8 Innebandymagazinet Magazine 19,800 Tw o-Monthly 9 Länstidningen Östersund; Sportredaktionen New spaper 19,100 Daily 312 Alltid Magazine 18,900 Nature, sport Tw o-Monthly 6 Offside Fotbollsmagasinet Magazine 18,400 Tw o-Monthly 6 Östran / Nyheterna; Sportredaktionen New spaper 17,900 Daily 312 Piteå-Tidningen; Sportredaktionen New spaper 17,600 Daily 312 Tidningen Dyk Magazine 17,000 Diving, adventure, travel Monthly 11 V75-Guiden Magazine 16,500 Weekly 52 Länstidningen Södertälje; Sportredaktionen New spaper 16,300 Daily 312 Södra Dalarnes Tidning; Sportredaktionen New spaper 16,100 Daily 312 Hästsport Magazine 16,000 Equestrian sport Quarterly 4 Nationellt Pistolskytte Magazine 16,000 Tw o-Monthly 5 Sydöstran; Sportredaktionen New spaper 16,000 Daily 312 Borlänge Tidning; Sportredaktionen New spaper 15,700 Daily 312 Source:Cision

314

Table 3.10b. Top sports publications –Sweden continued

Title Type Circulation Profile Frequency / issues p.a Hudiksvalls Tidning; Sportredaktion New spaper 15,700 Daily 312 Västerbottens Folkblad; Sportredaktionen New spaper 15,500 Daily 312 Ljusnan; Sportredaktionen New spaper 15,200 Daily 312 FIGHTER Magazine Magazine 15,000 Martial arts Monthly 10 Golfbladet Magazine 15,000 Quarterly 4 Transition Magazine 15,000 Tw o-Monthly 6 Norrtelje Tidning; Sportredaktionen New spaper 14,600 Daily 260 Cykeltidningen Kadens Magazine 14,000 Tw o-Monthly 8 Alingsås Tidning/Elfsborgs Läns Tidning; New spaper 13,500 2+Weekly 156 Sportred. Smålänningen; Sportredaktionen New spaper 13,400 Daily 260 Mariestads-Tidningen; Sportredaktionen New spaper 13,300 Daily 260 Bärgslagsbladet / Arboga Tidning; New spaper 13,200 Daily 260 Nyhetsgruppen Västerviks-Tidningen; Sportredaktionen New spaper 13,100 Daily 312 Katrineholms-Kuriren; Sportredaktionen New spaper 12,900 Daily 312 Gotlands Tidningar; Sportredaktionen New spaper 12,800 Daily 312 Arvika Nyheter; Sportredaktionen New spaper 12,700 2+Weekly 156 Mora Tidning; Sportredaktionen New spaper 12,300 2+Weekly 156 Dagbladet, Nya Samhället; Sportredaktionen New spaper 12,100 Daily 312 Motala & Vadstena Tidning; New spaper 11,900 Daily 312 Sportredaktionen Tidningen Handboll Magazine 11,800 Sw edish Handball Ass'n Quarterly 4 Pro Hockey Magazine 11,400 Hockey Monthly 10 Trelleborgs Allehanda; Sportredaktionen New spaper 11,400 Daily 312 Snow mobile Magazine 11,100 Snow mobiling Tw o-Monthly 6 Flugfiske i Norden Magazine 11,000 Fly fishing Tw o-Monthly 6 Gotlands Allehanda; Sportredaktionen New spaper 10,600 Daily 312 Pingis Magazine 10,500 Sw edish Table-Tennis Tw o-Monthly 6 Association Enköpings-Posten; Sportredaktionen New spaper 10,300 Daily 312 Kungälvs-Posten; Sportredaktion New spaper 10,200 Weekly 52 Fightlife Magazine Magazine 10,000 Tw o-Monthly 8 Glid- långfärdsskridskor Magazine 10,000 Annually 1 Glid- Svensk Längdåkning Magazine 10,000 Tw o-Monthly 9 Halvtid Magazine 10,000 Tw o-Monthly 6 NA Bergslagsposten; Sportredaktionen New spaper 9,900 Daily 364 Nya Ludvika Tidning; Sportredaktionen New spaper 9,200 Daily 312 Skogssport Magazine 9,200 Sw edish Orienteering Monthly 10 Association Sportdykaren Magazine 9,000 Diving Tw o-Monthly 5 Sportskytten Magazine 9,000 Shooting Tw o-Monthly 6 Ulricehamns Tidning; Sportredaktionen New spaper 9,000 2+Weekly 156 FBK Hockey Magazinet Magazine 8,500 Quarterly 4 Folkbladet; Sportredaktionen New spaper 8,500 Daily 312 Ölandsbladet; Sportredaktionen New spaper 8,500 2+Weekly 156 Volleyboll Magazine 8,500 Quarterly 4 Karlskoga Tidning; Sportredaktion New spaper 8,400 Daily 312 Söderhamns Kuriren; Sportredaktionen New spaper 8,400 Daily 312 Snow Rider Magazine 8,300 Snow mobiles Tw o-Monthly 6 Lidingö Tidning; Sportredaktionen New spaper 8,200 Tw ice-Weekly 104 Nya Kristinehamns-Posten; Sportredaktionen New spaper 8,100 2+Weekly 156

Source:Cision

315

Table 3.10c. Top sports publications –Sweden continued

Title Type Circulation Profile Frequency / issues p.a BandyMagasinet Magazine 8,000 Bandy Tw o-Monthly 6 Cykling Magazine 8,000 Quarterly 4 Magasinet Fotboll Magazine 8,000 Quarterly 4 RST Travsport Magazine 8,000 Quarterly 4 Svensk Skolidrott Magazine 8,000 Physical education Tw o-Monthly 6 Tidningen HOCKEY Magazine 8,000 Monthly 12 Folket; Sportredaktionen New spaper 7,600 Daily 312 Ljusdals-Posten; Sportredaktionen New spaper 7,600 Daily 312 Nynäshamns Posten; New spaper 7,100 Tw ice-Weekly 104 SpelaSportredaktionen badminton Magazine 7,000 Sw edish Badminton Ass'n Quarterly 4 Frisksport Magazine 6,000 Sw edish Association of Tw o-Monthly 6 Physical Culture Säffle-Tidningen Västra Värmland; New spaper 6,000 2+Weekly 156 Sportredaktionen Svenskt Skytte Magazine 5,500 Monthly 10 Strömstads Tidning/Norra Bohuslän; New spaper 5,400 2+Weekly 156 Sportredaktionen Karlskoga-Kuriren; Sportredaktion New spaper 5,200 Daily 312 90MINUTER Magazine 5,000 Tw o-Monthly 7 Proformia Hälsa Magazine 5,000 Athletics Tw o-Monthly 6 Seglarbladet Magazine 5,000 Royal Yacht Club Quarterly 4 Svensk Curling Magazine 5,000 Curling Quarterly 4 Svensk danssport Magazine 5,000 Sports dancing Quarterly 4 Svensk Rodd Magazine 5,000 Row ing Quarterly 4 Bangolf Magazine 4,500 Putting and miniature golf Tw o-Monthly 6 Bergsport Magazine 4,500 Climbing/mountain sports Quarterly 4 Lantbrukets Affärer Magazine 4,500 Monthly 11 Handikappidrott Magazine 4,000 Sports for the disabled Tw o-Monthly 6 Skärgårdsbåten Magazine 4,000 Sailing - archipelago Quarterly 4 Filipstads Tidning; Sportredaktionen New spaper 3,900 2+Weekly 156 Umåker Magazine 3,700 Horseracing Fortnightly 27 Lysekilsposten; Sportredaktionen New spaper 3,600 Daily 208 Nya CykelTidningen Magazine 3,500 Cycling Quarterly 4 Svensk Fallskärmssport Magazine 3,500 Sw edish Parachute Ass'n Tw o-Monthly 6 Kungsbacka Tidning; New spaper 2,700 Weekly 52 Sportredaktionen Tidskriften i idrott och hälsa Magazine 2,700 Tw o-Monthly 8 Gnagaren Magazine 2,500 Quarterly 4 SKI & BOARD Magazine Magazine 2,500 Tw o-Monthly 8 Flamman; Sportredaktionen New spaper 2,300 Weekly 52 Läns Tidning / Nybro Tidning; New spaper 2,300 Weekly 52 Sportred Idrottsläraren Magazine 2,200 Physical education Quarterly 4 Sportfack Magazine 2,200 Sw edish sports goods industry Monthly 12 Tidningen brottning Magazine 2,000 Quarterly 4 Fria Tidning; New spaper 1,600 Weekly 52 Sportredaktionen Tyngdlyftaren Magazine 1,300 Sw edish/Norw egian sports Tw o-Monthly 7 union Pilotmagazinet.se Magazine 1,100 2+Weekly 156 Skidläraren Magazine 700 Quarterly 4 Jaktdebatt - Tidskriften som värnar om Magazine 550 Quarterly 4 de vilda djuren Bilsport Junior Magazine Tw o-Monthly 6 Simsport Magazine Sw edish Sw imming Ass'n Source:Cision

316

Table 3.11. Top sports publications by title, circulation, frequency and profile - Switzerland

Title Type Circulation Profile Frequency / issues p.a auto, mobil Magazine 427,784 Company publication Tw ice-Yearly Blick New spaper 292,292 New s and sport Daily 312 Goal Magazine 280,000 Quarterly 4 Tages Anzeiger New spaper 234,518 New s and sport Daily 312 30° Magazine 135,000 Sport and outdoor sport Quarterly 4 Gym live Magazine 135,000 Tw o-Monthly 9 trail Magazine 120,000 Outdoor sportsand health tips Tw ice-Yearly Motor Sport aktuell Magazine 100,326 Weekly 50 Weltw oche New spaper 91,094 General new spaper and sports Weekly 52 Alpen Magazine 70,000 Sw iss Alpine Club Monthly 12 Matin New spaper 66,531 New spaper - emphasis on sport Daily 312 snow active Magazine 62,000 Skiing Tw o-Monthly 7 Zürisport Magazine 56,195 Information for athletes Quarterly 4 FIFA magazine Magazine 50,000 Sport magazine Monthly 12 Sw iss Cycling Agenda Magazine 48,000 Cycle racing Annually 1 Annuaire Officiel de l'Association Magazine 40,000 Sw iss Golf Association Annually 1 suisse de Golf Offizielles Jahrbuch des Schw eizerischen Golfverbandes Pegasus Das Pferdemagazin Magazine 40,000 Leisure riding Monthly 12 Sport Magazin Magazine 40,000 General sports Monthly 10 Sw iss Cycling Journ@l Magazine 40,000 Cycling Monthly 12 auto illustrierte Magazine 35,000 Car magazine Monthly 12 Golf Leader Magazine 35,000 Quarterly 4 Reflex Magazine 35,000 Tw o-Monthly 6 Pow erplay Magazine 30,000 Ice-Hockey magazine Tw o-Monthly 6 sw iss cycling Yearbook Magazine 30,000 Circuit races yearbook Annually 1 velojournal Magazine 30,000 Leisure cycling Tw o-Monthly 6 Marathon Post Magazine 29,100 Ski marathon in the Engadin Annually 1 Tir Suisse Tiro Svizzero Tir Svizzer Magazine 28,392 Fortnightly 24 Schiessen Schw eiz Bonus-magazin Magazine 25,000 Sw iss Cycling SRB/FCS Annually 1 EuroSoccer Magazine 25,000 Monthly 12 Fit for Life Magazine 25,000 Running/endurance sport Monthly 10 Smash extra Magazine 25,000 Tennis/lifestyle 3-per-Year Golf Suisse Magazine 20,130 Golf Tw o-Monthly 6 golfers&co Magazine 20,000 Golf Tw o-Monthly 6 Gym live Magazine 20,000 Gymnastics/fitness Tw o-Monthly 9 Pegasus Das Pferdemagazin Magazine 20,000 Leisure time riding Monthly 12 Fitness Tribune Magazine 19,500 Fitness Tw o-Monthly 6 Töff Magazine 18,750 Monthly 10 Slapshot Magazine 18,000 Sw iss Ice Hockey Association Tw o-Monthly 9 Moto Sport Schw eiz Magazine 17,500 Motorcycling Fortnightly 24 Wanderland Magazine 17,500 Hiking magazine Tw o-Monthly 6 Schützenkönig Magazine 17,257 Tw o-Monthly 5 Naturfreund Ami de la nature Magazine 17,000 Tw o-Monthly 6 Trainings-Tagebuch Magazine 17,000 Sports paper supplement Annually 1 Petri Heil Magazine 16,500 Sw iss Anglers' Association Monthly 11

Source:Cision

317

Table 3.11a. Top sports publications –Switzerland continued

Title Type Circulation Profile Frequency / issues p.a bike Magazine 15,000 Mountainbikes Monthly 12 Bulletin Magazine 15,000 Sw iss Riding/Horse-Breeding Monthly 16 Association Golf & Country Magazine 15,000 Golf magazine Monthly 12 zoom Magazine 15,000 Sw iss Sport Aid Quarterly 4 Sw iss Snow sports Magazine 14,000 Sw iss Snow sports Association Quarterly 4 w andern randonner Magazine 14,000 Quarterly 4 talent Magazine 13,500 Ski/Snow board Graubünden SSGR Quarterly 4 skippers Magazine 12,500 Sailing Tw o-Monthly 6 Golf & Country Magazine 12,000 Monthly 10 Jahrbuch Annuaire Magazine 12,000 Sw iss Ass'n for Horseback Riding Annually 1 Nautisme romand Magazine 12,000 Boating and yachting Tw o-Monthly 6 Smash Magazine 10,500 Official magazine of Sw iss Tennis Monthly 11 hockeyw eek Magazine 10,000 Fortnightly 24 important! Magazine 10,000 Quarterly 4 Ride Magazine 10,000 Mountainbikes Quarterly 4 mobile Magazine 9,813 Sports education Tw o-Monthly 6 Plusport New s Magazine 9,500 Quarterly 4 Golf Suisse Magazine 9,324 Tw o-Monthly 6 Nereus Magazine 9,000 Sw iss Underw ater Sports Ass'n Tw o-Monthly 6 Sw iss Boat Yachting Magazine 8,500 Yacht magazine Monthly 10 ZKV Magazine 8,500 Equestrian sports Monthly 12 BOSV-Nachrichten Magazine 8,300 Ski club members Quarterly 4 rudern aviron canottaggio Magazine 8,200 Sw iss Row ing Association Tw o-Monthly 6 Maxi Kick Magazine 8,000 Annually 1 Ziitig Magazine 7,800 Tw ice-Yearly Alpinista ticinese Magazine 7,300 Alpine magazine Quarterly 4 Schw eizer Schiedsrichter L'Arbitre Magazine 7,000 Tw o-Monthly 8 Suisse L'Arbitro Svizzero Moto Sport Suisse Magazine 6,500 Motor sport magazine Fortnightly 24 Chasse&Nature Diana Magazine 6,000 Monthly 12 HAndBall Magazine 6,000 Handball magazine Tw o-Monthly 7 World Handball Magazine Magazine 6,000 Handball magazine Quarterly 4 Uto Magazine 5,900 Sw iss Alpine Association Tw o-Monthly 6 ATB-Info Magazine 5,000 Sport and leisure activities Tw o-Monthly 6 Bulletin Magazine 5,000 Sw imming Tw ice-Yearly ONS Revue Magazine 5,000 Annually 1 Pilatus Magazine 4,500 Tw o-Monthly 6 Cavalier Romand Magazine 4,200 Horse riding Monthly 11 Gym live Magazine 4,000 Tw o-Monthly 9 Kanu Schw eiz Canoe Suisse Magazine 4,000 Canoing Quarterly 4 Clubnachrichten Sektion Bern SAC Magazine 3,900 Sw iss Alpine Club (Bern) Tw o-Monthly 6 Giornale Sport Magazine 3,800 Sports Aid Foundation Tw o-Monthly 5 Info w acker thun Magazine 3,500 Sportsclub magazine Quarterly 4 new s Magazine 3,400 3-per-Year Congeli-New s Magazine 3,000 Sportsclub magazine Quarterly 4 OL Magazine 3,000 Sports magazine Monthly 12 Olympic Review Magazine 3,000 Magazine of the Olympic movement Tw o-Monthly 6 Sportkegler Quilleur sportif Birillisti Magazine 3,000 Bow ling magazine Fortnightly 24 sportivi unihockeych Magazine 3,000 Tw o-Monthly 9

Source:Cision

318

Table 3.11b. Top sports publications –Switzerland continued

Title Type Circulation Profile Frequency / issues p.a World of Gymnastics Magazine 3,000 Fédération Internationale de 3-per-Year Gymnastique Firmensport-Info Magazine 2,500 Quarterly 4 Schw eizer Sport & Mode Sport & Magazine 2,500 Sw iss sport equipment industry Tw o-Monthly 6 Mode Suisse taucher revue Magazine 2,500 Quarterly 4 Berg & Ski Magazine 2,156 Sw iss Mountaineer, Mountain Quarterly 4 Guide, Ski School Associations Dojo Magazine 2,000 Judo and ju-jitsu Tw o-Monthly 6 otmar sport Magazine 2,000 Quarterly 4 Revue Olympique Magazine 2,000 Magazine of the Olympic movement Tw o-Monthly 6 St Otmar Sport Magazine 2,000 Sportsclub magazine Quarterly 4 Top-in Magazine 2,000 Tennis Tw o-Monthly 5 Aero-Club Ostschw eiz Nachrichten Magazine 1,800 Aero sport Tw o-Monthly 6 Fipal-Magazine Magazine 1,500 Fishing Monthly 10 SaisonGuide Magazine 1,500 Annually 1 Take Off Magazine 1,400 Sportsclub magazine Quarterly 4 Tanz & Gymnastik Magazine 1,350 Schw eizerischer Berufsverband Quarterly 4 für Tanz und Gymnastik LCZ Magazin Magazine 1,300 Sportsclub magazine Quarterly 4 SAS MagaZin Magazine 1,300 Quarterly 4 Top Handball Zürich Magazine 1,300 Monthly 10 Clubnachrichten Magazine 1,250 Tw o-Monthly 6 FRC-Information Magazine 1,200 Motorsports Quarterly 4 TV Olten Sport-Revue Magazine 1,200 Quarterly 4 Zürcher Leichtathlet Magazine 1,200 Athletics in Zurich Tw o-Monthly 5 23 G Magazine 1,100 Tw ice-Yearly Piz Sol-Nachrichten Magazine 1,100 Tw o-Monthly 6 avanTGarde Magazine 1,000 Sportsclub magazine Tw ice-Yearly Bulletin de l'Union Montagnarde Magazine 1,000 Monthly 11 Vaudoise Club-Nachrichten Magazine 1,000 Tw ice-Yearly Fürw itzigi Chropftuube Magazine 1,000 Culture/Sport Commission of Tw ice-Yearly Neuendorf Hubertus Aktuell Magazine 1,000 3-per-Year Libero Magazine 1,000 Tw ice-Yearly Sport Magazine 1,000 Sportsclub magazine Quarterly 4 Turnfreund Magazine 1,000 Tw o-Monthly 6 Bäder Revue Magazine 900 Sw iss Pool Attendant Association Quarterly 4 Mitteilungsblatt Magazine 800 Tw o-Monthly 6 Revista Olimpica Magazine 800 Magazine of the Olympic movement Tw o-Monthly 6 Meisterschafts-Bulletin Magazine 750 Volleyball Association Zurich Annually 1 nfs-info Magazine 700 Briger Tschutter Magazine 600 Tw ice-Yearly Champion Magazine 600 Tw ice-Yearly Nachrichten des Judo Club Uster Magazine 550 Tw ice-Yearly Congeli-Matchprogramm Magazine 500 Sports magazine Monthly 17 Dä Michi Magazine 500 Monthly 12 FCB ClubNachrichten Magazine 500 3-per-Year Medienw issenschaft Schw eiz Magazine 500 Tw ice-Yearly Science des mass media Suisse Platsch Magazine 500 Dribbling Magazine 450 Intim Magazine 400 3-per-Year

Source:Cision

319

Table 3.11c. Top sports publications –Switzerland continued

Title Type Circulation Profile Frequency / issues p.a Coyotes Post Magazine 350 Tw ice-Yearly O-Shimbun Magazine 350 Quarterly 4 Paddelsprützer Magazine 350 3-per-Year Penalty Magazine 350 3-per-Year Alpaka Magazine 300 Quarterly 4 clubnew s Magazine 300 Annually 1 HorburgTurner Magazine 300 Quarterly 4 MFG New s Magazine 300 Tw o-Monthly 6 Mitteilungsblatt des Turnvereins St Magazine 300 Quarterly 4 Johann Nagelschue Magazine 250 AFG Aufw ind Magazine 240 Riehener Unihockey New s Magazine 220 3-per-Year LG Oberthurgau Magazine 200 Monthly 12 Zürichberg-Blitz Magazine 200 Quarterly 4 Club Organ Magazine 180 Quarterly 4 Tauchklub Dreizack Bulletin Magazine 170 new s vcbasilisk Magazine 150 Sportsclub magazine 3-per-Year nfs-info Magazine 150 Posten Magazine 150 Tw ice-Yearly Schischo Magazine 150 Quarterly 4 leue new s Magazine 120 Magazine 100 kalyps Magazine 100 3-per-Year Clubheftli Magazine 70 3-per-Year Triathletter Magazine 70 Tw o-Monthly 6 Gehörlosen Sportclub Bern Magazine 2 3-per-Year 3 Satz Magazine 30° Magazine Sport and outdoor sport Quarterly 4 AN Aquarius New s Magazine Quarterly 4 angels World Magazine Appenzellerland Wandern Magazine Annually 1 AquariusNew s Magazine Quarterly 4 Aussersihler-Turner Magazine Tw o-Monthly 5 blubb Magazine Blyb zw äg Aktivitäten Magazine Annually 1 Bolletino informativo Magazine Bosco-Blitz Magazine Brise Magazine Annually 1 Bulletin FIG Magazine Fédération Internationale de 3-per-Year Gymnastique Bündner Turnen Magazine Tw o-Monthly 6 Chrummstock Magazine Club Mitteilungen Magazine Club Nachrichten Magazine Monthly 11 clubheft Magazine Clubheft Magazine Annually 1 clubheft der ecurie basilisk Magazine Club-Informationen Magazine Clubmitteilungen Sektion Magazine Monthly 12 Weissenstein

Source:Cision

320

Table 3.11d. Top sports publications –Switzerland continued

Title Type Circulation Profile Frequency / issues p.a Clubnachrichten Magazine Monthly 11 Clubnachrichten Magazine Monthly 10 Club-Nachrichten Magazine

Clubnachrichten SAC Sektion Piz Magazine Quarterly 4 Terri Clubnew s Magazine 3-per-Year Clubzeitung Magazine Clubzeitung Skiclub Oberegg Magazine Annually 1 Corner Magazine dolly Magazine Sportsclub magazine Tw o-Monthly 6 arleser turner TVA Magazine Quarterly 4 dr basilisk Magazine dr rhönstei Magazine Drachen-Post Magazine D'Schischpur Magazine Tw ice-Yearly Dunking Magazine FC Arlesheim s'eggfähnli Magazine FCE info Magazine FGF-New s Magazine FIFA Magazine Magazine FIFA magazine Monthly 12 Fly Diver New s Magazine Game, Set, TC Rorschach Magazine Hohe Winde SAC Sektion Magazine Clubnachrichten Info Magazine Sportsclub magazine Inform Magazine JuniorInnen New s-Blatt Magazine Kavallo Magazine Sw iss Equestrian Sport Monthly 12 Association Klubnachrichten Magazine Tw o-Monthly 6 Kompass Magazine LG-Info Magazine Magazin Magazine Magelhan Magazine Tw o-Monthly 6 Match-Magazin Magazine MCC-Cham Info Magazine Members Club New s Magazine mitenand Magazine School magazine for pupils 3-per-Year Mitteilungen Magazine Mitteilungen der Sektion Randen Magazine Tw o-Monthly 6 Mitteilungsblatt Magazine mobile praxis Magazine Sports education and training Mola Bubbles Magazine Mungga-Pfiff Magazine Nachrichten Magazine Nagelschuh Magazine Annually 1 New s Magazine New s Magazine Nidauer Turner Magazine

Source:Cision

321

Table 3.11e. Top sports publications –Switzerland continued

Title Type Circulation Profile Frequency / issues p.a nünichelle Magazine 3-per-Year Pistenfraeser Magazine Tw o-Monthly 6 Pow er play Magazine Pulsschlag Magazine Tw ice-Yearly Racket New s Magazine RCB Kontakt Magazine Quarterly 4 RCT Info Magazine

Rückblick und Vorschau auf die Magazine Annually 1 Jahre Ruederblatt Magazine Annually 1 Rundbrief der Pädagogischen Magazine Sektion am Goetheanum RVZ Nachrichten Magazine Sportsclub magazine SAC Baselland Clubnachrichten Magazine SAC Sektion Am Albis Club- Magazine Tw o-Monthly 6 Nachrichten der Sektion Am Albis SAC Sektion Am Albis Magazine Annually 1 Tourenprogramm SAC-Bulletin Magazine Tw o-Monthly 6 SBO New sletter Magazine 3-per-Year SCB-Nachrichten Magazine Tw o-Monthly 5 SCB-Spiegel Magazine Schneeflocke Magazine Tw o-Monthly 6 Schneestern Magazine Schw eizer Alpen-Club Sektion Magazine Tw o-Monthly 9 Angenstein Club-Nachrichten Shot Magazine Show posten Magazine Ski Has Magazine Skull Magazine 3-per-Year Slap Shot Magazine snow new s Magazine Sport Club Zofingen Magazine Tw ice-Yearly Sport Journal Magazine Weekly 41 SSRT Zeitung Magazine Startpflock Magazine Sportsclub magazine Sw iss Endurance New s Magazine Tw o-Monthly 6 Sw iss Motorboat + Automobile Magazine Motorboats Tw o-Monthly 6 TC Lenggis New s Magazine TCO Clubnachrichten Magazine 3-per-Year TCOrientiert Magazine Tennis Info Magazine time out Magazine Titlisbot Magazine Quarterly 4 Turnverein Malters STV Magazine Vereinsheft Magazine Waldstatt-Turner Magazine Wellenbrecher Magazine Werdinselstachler Magazine Weschhänki Magazine Quarterly 4 Wöschhänki Magazine Zytig Magazine

Source:Cision

322

Table 3.12. Top sports publications by title, circulation, frequency and profile - UK

Title Type Circulation Profile Frequency / issues p.a Sky Sports Magazine Magazine 5,100,000 General sports Monthly 12 New s of the World Sport New spaper 3,270,753 New spaper sport supplement Sunday 52 Sun Sport New spaper 3,043,351 New spaper sport supplement Daily (Morning) Sun Super Goals New spaper 3,043,351 New spaper sport supplement Tw ice-Weekly 104 Sportsmail New spaper 2,294,929 Daily Mail sport supplement Daily (Morning) Mirror Mania New spaper 1,554,610 New spaper sport supplement Weekly 52 Mirror Racing New spaper 1,554,610 New spaper sport supplement Daily (Morning) Mirror Sport New spaper 1,554,610 New spaper sport supplement Daily (Morning) Sunday Mirror Sport New spaper 1,377,534 New spaper sport supplement Sunday 52 Sunday Times Sport New spaper 1,221,590 New spaper sport supplement Sunday 52 Daily Telegraph Sport New spaper 899,493 New spaper sport supplement Daily (Morning) Daily Express Sport New spaper 765,967 New spaper sport supplement Daily (Morning) Sunday Express Sport New spaper 744,902 New spaper sport supplement Sunday 52 Sunday Telegraph Sport New spaper 643,592 New spaper sport supplement Sunday 52 Times Sport New spaper 636,777 New spaper sport supplement Daily (Morning) Worldw ide Golf Magazine 500,000 Golf Monthly 11 Observer Sport New spaper 451,363 New spaper sport supplement Weekly 52 Observer Sport Monthly Magazine 451,363 New spaper sport supplement Monthly 12 Distance Running Magazine 400,000 Distance running / marathons Quarterly 4 GOLFmagic Magazine 400,000 Golf Daily 365 Rapport Magazine 400,000 Motoring, lifestyle, travel, sport Quarterly 4 Daily Star Sunday New spaper 381,241 New spaper sport supplement Sunday 54 Guardian Sport New spaper 371,754 New spaper sport supplement Daily (Morning) FHM Magazine 371,263 Men's lifestyle Monthly 12 Sport Magazine 319,438 Sport / leisure Weekly 52 Nuts Magazine 295,002 Sport, TV, features and new s Weekly 51 Good Ski Guide A-Z Magazine 250,000 Ski resorts Tw o-Monthly 5 Independent Sport New spaper 245,466 New spaper sport supplement Daily (Morning) Independent on Sunday Sport New spaper 209,418 New spaper sport supplement Sunday 53 BBC Top Gear Magazine Magazine 182,706 Motoring / motorsport Monthly 13 Loaded Magazine 162,554 Men's lifestyle Monthly 12 Match Magazine 130,181 Football magazine Weekly 51 Sunday Sport New spaper 124,628 New spaper w ith sport Weekly 53 Kick Magazine 120,000 Football magazine Monthly 12 Greenside Magazine 115,000 Golf 3-per-Year Four Four Tw o Magazine 110,968 Football magazine Monthly 12 w alk Magazine 105,809 Walking Quarterly 4 LS Magazine Magazine 101,623 London sports Monthly 12 RYA Magazine Magazine 90,604 Royal Yachting Association Quarterly 4 Combat Magazine 89,000 Martial arts Monthly 12 Today's Golfer Magazine 88,242 Golf Monthly 12 Society Golf Magazine 85,000 Golf Annually 1 Runner's World Magazine 83,539 Running/fitness Monthly 12 Health & Fitness Magazine Magazine 80,000 Health and fitness Monthly 12 World Ski Guide Magazine 80,000 Ski resorts Tw o-Monthly 7

Source:Cision

323

Table 3.12a. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Fighters & Kick Boxing New s Magazine 77,000 Martial arts/kick boxing Monthly 12 Golf Monthly Magazine 76,735 Golf Monthly 12 Evo Magazine 75,512 Motoring/motorsports Monthly 13 Racing Post Magazine 70,157 Horse and greyhound racing Daily 365 Executive Golf Magazine 70,000 Lifestyle magazine for golfers Quarterly 4 National Club Golfer Magazine 70,000 Golf Monthly 12 Chelsea Magazine Magazine 69,694 Chelsea FC Monthly 12 Horse and Hound Magazine 68,210 Equestrianism Weekly 52 Men's Fitness Magazine 65,135 Male fitness Monthly 11 F1 Racing Magazine 64,897 Formula 1 Monthly 12 Warw ickshire Golf Magazine 64,000 E-zine - Warw ickshire Golf Daily 365 Front Magazine 63,910 Men's lifestyle Monthly 13 Magazine Magazine 63,000 Netball Tw o-Monthly 6 Improve Your Coarse Fishing Magazine 60,028 Fishing Monthly 12 Good Ski Guide Magazine 60,000 Skiing Quarterly 4 Huck Magazine 60,000 Surfing Tw o-Monthly 5 Total Coarse Fishing Magazine 60,000 Fishing Monthly 12 Open Championship Magazine Magazine 58,000 Golf Annually 1 British Horse Magazine 57,753 Equestrian Tw o-Monthly 6 Angling Times Magazine 57,091 Fishing Weekly 51 Dirt Magazine 56,250 Mountain bike racing Monthly 12 Ride BMX Magazine Magazine 56,250 BMX riding, freestyle, street Tw o-Monthly 8 riding, dirt jumping Star Green 'Un (Sheffield) Magazine 55,410 Sheffield sport Weekly 52 Evening Gazette Sports Magazine 55,000 Saturday sports paper Weekly 52 (Middlesbrough) Golf Magazine 54,000 Golf Tw o-Monthly 6 Cycle Magazine 53,000 Cycling Tw o-Monthly 6 World Soccer Magazine 51,911 World football Monthly 13 Toxic Magazine 50,006 Children's magazine - games, Fortnightly 26 film, sport Calcio Italia Magazine 50,000 Italian football Monthly 12 England Rugby Magazine 50,000 RFU/ England Rugby Supporters Quarterly 4 Club magazine English Club Golfer Magazine 50,000 Amateur golf Tw o-Monthly 6 Fairw ay Golfing New s Magazine 50,000 Golf Monthly 12 Sw ing Magazine 50,000 Golf Tw o-Monthly 6 UK Carp Magazine 50,000 Carp fishing Monthly 12 Practical Boat Ow ner Magazine 48,637 Sailing Monthly 12 Cooler Magazine 47,000 Women's action sports - Europe Tw o-Monthly 6 Racing International Magazine 47,000 Horse Racing Annually 1 Telegraph Sporting Green Magazine 47,000 Saturday sports paper of Derby Weekly 40 Evening Telegraph Country Walking Magazine 46,849 Walking Monthly 12 ACE Tennis Magazine Magazine 46,036 Tennis Monthly 11 British Tennis Magazine 45,000 British tennis Monthly 11 Rugby Leaguer & League Magazine 45,000 Rugby league Weekly 52 Express Ultra-Fit Magazine Magazine 45,000 Fitness Tw o-Monthly 9

Source:Cision

324

Table 3.12b. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Sea Angler Magazine 44,429 Sea fishing Monthly 12 Mountain Biking UK Magazine 44,389 Mountain biking Monthly 13 FA Cup Magazine Magazine 44,000 Magazine covering the FA Cup Annually 1 International Rugby New s Magazine 44,000 Rugby union Monthly 12 Six Nations Magazine Magazine 44,000 Six Nations Rugby Annually 1 Championship West Country Riders Magazine 44,000 Equestrianism - West Country Monthly 12 Redline Magazine 43,216 Performance cars Monthly 13 Motor Sports Now ! Magazine 43,000 Motorsports Quarterly 4 Women's Wear Daily Magazine 43,000 Sports w ear - w omen/children Daily 250 Golf New s Magazine 42,000 Golf Monthly 12 Rugby World Magazine 41,896 Rugby Monthly 12 Trail Magazine 40,552 Walking, climbing, scrambling, Monthly 12 mountain biking and trail running badminton Magazine 40,000 Badminton Quarterly 4 Hammers New s Magazine 40,000 Magazine of West Ham United Monthly 12 International Squash Magazine Magazine 40,000 Squash w orld tour events Quarterly 4 Lady Golfer Magazine 40,000 Women's golf Monthly 12 Liverpool Monthly Magazine 40,000 Liverpool FC Monthly 12 Mercedes Enthusiast Magazine 40,000 Mercedes cars/motorsports Monthly 12 Official Tour de France Guide Magazine 40,000 Official Tour de France Guide Annually 1 Snow guide Magazine 40,000 Summer alpine activities 3-per-Year Spin Magazine 40,000 Cricket Monthly 12 Track & Race Cars Magazine 40,000 Motorsports Monthly 12 Squash Player - England Magazine 39,579 Journal of the Squash Rackets 3-per-Year Squash Player Edition Association DIVE Magazine Magazine 39,307 Scuba diving Monthly 12 Snow board UK Magazine 39,000 Snow boarding/Lifestyle Tw o-Monthly 8 Autosport Magazine 38,495 Motorsports Weekly 51 Document Skateboard Magazine 37,000 Skateboarding/ lifestyle Tw o-Monthly 9 Magazine Golf World Magazine 36,885 Golf Monthly 12 Carve Surfing Magazine Magazine 36,000 Surfing Tw o-Monthly 8 Surf Girl Magazine 36,000 Surfing Quarterly 4 Wisden Cricketer Magazine 36,000 Cricket Monthly 12 MBR Magazine 35,615 Mountain bike sports Monthly 12 Yachting Monthly Magazine 35,012 Yachting Monthly 12 Boat International Magazine 35,000 Luxury yachting Monthly 12 Celtic View Magazine 35,000 Celtic Football Club Weekly 45 Fighting Spirit Magazine 35,000 Pro-w restling, mixed martial arts Monthly 12 G3 Magazine Magazine 35,000 Lifestyle including sports Monthly 12 Martial Arts Illustrated Magazine 35,000 Martial arts Monthly 12 Moto Magazine Magazine 35,000 Motocross, supercross, Tw o-Monthly 6 supermoto racing Non-League Paper Magazine 35,000 Non-league football Weekly 52 Trout and Salmon Magazine 34,229 Fishing Monthly 12 Snow Magazine 33,708 Winter sports Tw o-Monthly 5 Shoot Monthly Magazine 33,455 Football Monthly 12 Dinghy Sailing Magazine Magazine 33,000 Dinghy sailing Monthly 12

Source:Cision

325

Table 3.12c. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Hotspur Magazine 33,000 Spurs fanzine Monthly 12 Summit Magazine 33,000 British Mountaineering Council Quarterly 4 magazine Angler's Mail Magazine 32,639 Coarse and sea fishing Weekly 51 Add Lib Magazine 32,000 Lifestyle magazine including Quarterly 4 sport Sidew alk Skateboarding Magazine 32,000 Skateboarding/related sports Monthly 12 Field Magazine 31,855 Hunting, shooting, fishing, Monthly 12 lifestyle All Out Cricket Magazine 30,000 Cricket / cricketing lifestyle Monthly 10 Arsenal Magazine 30,000 Magazine of Arsenal FC Monthly 12 Classic Racer Magazine 30,000 Road racing past/present Tw o-Monthly 6 DIG BMX Magazine Magazine 30,000 BMX riders, lifestyle, events Tw o-Monthly 6 w orldw ide Direct Hit Magazine 30,000 Surrey based cricket Quarterly 4 Diver Magazine 30,000 Diving Monthly 12 Document Snow board Magazine 30,000 Snow boarding/Lifestyle Tw o-Monthly 7 Evening Times Wee Red Book Magazine 30,000 Football Annually 1 Fall Line Skiing Magazine 30,000 Winter sports Tw o-Monthly 6 Kite World Magazine 30,000 Kite-surfing and snow -kiting Tw o-Monthly 6 Lifestyle Directory Magazine 30,000 Sport, health, beauty, fashion Quarterly 4 and lifestyle MotoX Magazine 30,000 Motorcycling Monthly 12 Muscle & Fitness Magazine 30,000 Fitness training and nutrition Monthly 12 Pin High! Magazine 30,000 Golf Tw ice-Yearly Play Better Golf Magazine 30,000 Golf Tw o-Monthly 6 Procycling Magazine 30,000 Cycling Monthly 13 Racing & Football Outlook Magazine 30,000 Betting sports eg horse racing, Weekly 52 football pools Season Magazine 30,000 Luxury sports and lifestyle Quarterly 4 Skier and Snow boarder Magazine 30,000 Winter sports Quarterly 4 Magazine Surfer's Path Magazine 30,000 Surfing Tw o-Monthly 6 White Lines Snow board Magazine 30,000 Snow boarding/Lifestyle Tw o-Monthly 6 Magazine What Mountain Bike Magazine 30,000 Mountain bikes Monthly 13 Going For Golf magazine Magazine 29,411 Global golf holiday destinations Quarterly 4 Cycling Plus Magazine 28,737 Cycling Monthly 13 Canoe Focus Magazine 28,500 British Canoe Union magazine Tw o-Monthly 6 Cycling Weekly Magazine 28,137 Cycling Weekly 52 Fairw ay to Green Magazine 28,000 Golf Monthly 12 Fairw ay to Green in Berkshire Magazine 28,000 Golf Monthly 12 Fairw ay to Green in Magazine 28,000 Golf Monthly 12 Buckinghamshire Fairw ay to Green in Essex Magazine 28,000 Golf Monthly 12 Fairw ay to Green in Hampshire Magazine 28,000 Golf Monthly 12 Fairw ay to Green in Magazine 28,000 Golf Monthly 12 Hertfordshire Fairw ay to Green in Kent Magazine 28,000 Golf Monthly 12 Fairw ay to Green in Surrey Magazine 28,000 Golf Monthly 12 Fairw ay to Green in Wiltshire Magazine 28,000 Golf Monthly 12

Source:Cision

326

Table 3.12d. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Fairw ay to Green Middlesex Magazine 28,000 Golf Monthly 12 Fairw ay to Green Sussex Magazine 28,000 Golf Monthly 12 Match Fishing Magazine Magazine 28,000 Fishing Monthly 12 Matside Magazine Magazine 28,000 Judo Quarterly 4 Shooting Times and Country Magazine 27,645 Shooting Weekly 52 Magazine Limited Edition North Magazine 27,500 Local lifestyle magazine Tw o-Monthly 6 including sport British Homing World Magazine 27,000 Pigeon racing Weekly 52 Pull! Magazine 27,000 Clay Pigeon Shooting Monthly 10 Association Bunkered Magazine 26,858 Golf Tw o-Monthly 8 Yachting World Magazine 26,830 Yachting Monthly 12 Trout Fisherman Magazine 26,783 Fly-fishing Monthly 12 Motor Sport Magazine 26,610 History of motorsport Monthly 12 Chic Chat Magazine 26,000 Lifestyle including sport Quarterly 4 Playing Aw ay Magazine 26,000 Golf/lifestyle Monthly 12 Pow erkite Magazine 26,000 Pow erkiting Tw o-Monthly 6 Golf International Magazine 25,917 Golf Monthly 10 PIR Hotels, Sport & Leisure Magazine 25,001 Leisure industry Tw o-Monthly 6 ABTA Golf Magazine 25,000 Promoting golf clubs to the Annually 1 travel trade Berkshire Living Magazine 25,000 Lifestyle including sport Quarterly 4 Boxing Monthly Magazine 25,000 Boxing Monthly 12 Car Mag Magazine 25,000 Motor/motorsports Monthly 10 Climb Magazine 25,000 Climbing, mountaineering Monthly 12 Cricket World Magazine 25,000 Cricket Quarterly 4 Go Tenpin Magazine 25,000 Tenpin bow ling Monthly 12 Golf New s North Magazine 25,000 Golf Tw o-Monthly 5 Leeds Leeds Leeds Magazine 25,000 Official magazine of Leeds Tw o-Monthly 6 United AFC Moto Tech Magazine 25,000 High-performance road and Tw o-Monthly 6 racing bikes Outdoor Adventure Guide Magazine 25,000 Outdoor adventure sport Annually 1 Player Magazine 25,000 Golf/lifestyle Quarterly 4 PQ International Magazine 25,000 Polo Quarterly 4 Rugby League World Magazine 25,000 Rugby league Monthly 12 Sailing Today Magazine 25,000 Sailing Monthly 12 Scottish Club Golfer Magazine 25,000 Amateur golf in Scotland Tw o-Monthly 6 Shooting Sports Magazine 25,000 Shooting Monthly 12 Champions Magazine 24,432 UEFA Champions League Tw o-Monthly 6 official magazine Motorsport New s Magazine 24,047 Motorsport new s Weekly 51 Total Sea Fishing Magazine 24,000 Sea fishing Monthly 12 Leisure Opportunities Magazine 23,016 Leisure industry Fortnightly 26 Race Tech Magazine 23,000 Motorsport Monthly 12 Trials & Motocross New s Magazine 23,000 Motocross, trial biking Weekly 52 Total Carp Magazine 22,524 Carp fishing Monthly 12 Row ing & Regatta Magazine 22,500 Row ing Monthly 10 Horse Magazine 22,241 Horse riding Monthly 13 Source:Cision

327

Table 3.12e. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Windsurf Magazine Magazine 22,070 Windsurfing Monthly 10 Kingpin Skateboarding Europa Magazine 22,009 Skateboarding Monthly 12 Boards Magazine 22,000 Windsurfing Monthly 10 Dark Summer Magazine 22,000 Free skiing Tw o-Monthly 5 Racecar Engineering Magazine 22,000 Motorsports Monthly 12 Running fitness Magazine 22,000 Running Monthly 12 Singletrack Magazine 22,000 Mountain biking Tw o-Monthly 7 Yachts and Yachting Magazine 22,000 Sailing Fortnightly 26 Surf Europe Magazine 21,700 Surfing Tw o-Monthly 8 Onboard Magazine 21,032 Snow boarding Tw o-Monthly 8 Flex Magazine 21,000 Weight training and bodybuilding Monthly 12 Sporting Shooter Magazine 20,539 Shooting Monthly 12 Golf Punk Magazine 20,246 Golf Monthly 11 When Saturday Comes Magazine 20,151 Football Monthly 12 Ski and Board Magazine 20,123 Winter sports Quarterly 4 220 Triathlon Magazine 20,000 Triathlon Monthly 13 Beef Magazine 20,000 Bodybuilding, fitness, nutrition Tw o-Monthly 8 Boats and Outboards Magazine 20,000 Buying and selling Monthly 12 boats/equipment Coarse Fisherman Magazine 20,000 Fishing Monthly 12 Fieldsports Magazine 20,000 Shooting and fishing Quarterly 4 OE Outdoor Enthusiast Magazine 20,000 Walking, climbing, diving, cycling Quarterly 4 Platform Magazine 20,000 Student new spaper including Monthly 15 sport Redbrick Magazine 20,000 Student new spaper including Fortnightly 22 sport Rugby Times Magazine 20,000 Rugby Weekly 40 Scottish Sporting Gazette & Magazine 20,000 Scottish fishing,shooting Annually 1 International Traveller Seahorse International Sailing Magazine 20,000 Royal Ocean Racing Club Monthly 12 magazine This is Anfield Magazine 20,000 Programme of Liverpool FC Fortnightly 24 Crafty Carper Magazine 19,000 Carp fishing Monthly 12 Diving Trade International Magazine 19,000 Diving Monthly 10 First Dow n Magazine 19,000 American Football Weekly 52 Golfing in Britain & Europe Magazine 19,000 Golf Annually 1 South East Walker Magazine 19,000 Rambling Quarterly 4 Magazine 18,966 Cycle racing Monthly 12 Big Cheese Magazine 18,000 Lifestye including Monthly 12 skateboarding, snow boarding Canoe and Kayak Magazine UK Magazine 18,000 Canoeing, kayaking Monthly 12 Carpw orld Magazine 18,000 Carp fishing Monthly 12 Cycling World Magazine 18,000 Recreational cycling Monthly 11 Kitesurf Magazine Magazine 18,000 Kitesurfing Tw o-Monthly 6 Northern Angling Today Magazine 18,000 Fishing Monthly 12 Sw imming Times Magazine Magazine 18,000 Amateur Sw imming Ass'n / Monthly 12 Institute of Sw imming Teachers and Coaches magazine

Source:Cision

328

Table 3.12f. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Total flyFisher Magazine 18,000 Fly fishing Monthly 12 Scottish Equestrian Directory Magazine 17,500 Equestrianism Annually 1 Motor Boat & Yachting Magazine 17,134 Yachting Monthly 12 Clay Shooting Magazine 17,000 Clay target shooting Monthly 12 Goodw ood Magazine Magazine 17,000 Goodw ood / horse racing, Annually 1 cricket, motor sport Paddles Magazine 17,000 Canoeing, kayaking Monthly 12 Advanced Carp Fishing Magazine 16,912 Carp fishing Monthly 12 Golfers' North West and North Magazine 16,500 Golf Monthly 12 Wales Wakeboard Magazine Magazine 16,500 Wakeboarding Quarterly 4 Racing Post Weekender Magazine 16,004 Horse racing UK/Ireland Weekly 52 Advanced Pole Fishing Magazine 16,000 Pole fishing Monthly 12 Manchester City Magazine Magazine 16,000 Manchester City FC magazine Monthly 12 Wavelength Magazine 16,000 Surfing Monthly 11 Motor Boats Monthly Magazine 15,806 Motor boating Monthly 12 Racing Calendar Magazine 15,729 Horse racing Quarterly 4 Fairgame Magazine 15,000 Tw o-Monthly 6 Fishing in Britain & Europe Magazine 15,000 Fishing Annually 1 Football Echo (Sunderland) Magazine 15,000 Football emphasis on Weekly 40 Sunderland area Gamefisher Magazine 15,000 Game fishing Tw ice-Yearly Golf & Travel Magazine 15,000 Golf including travel Tw o-Monthly 6 Golf East Magazine 15,000 Golf Golf Guide: Where to Play/ Magazine 15,000 Golf courses Annually 1 Where to Stay Golf Midlands Magazine 15,000 Golf Golf North Magazine 15,000 Golf Tw o-Monthly 8 Golf North East Magazine 15,000 Golf Monthly 11 Golf Wales Magazine 15,000 Golf Golf West Magazine 15,000 Golf Tw o-Monthly 8 Lusso Magazine 15,000 Motoring, yachting, lifestyle Quarterly 4 Outdoor Pursuits Magazine Magazine 15,000 Walking, climbing, diving, sailing, Tw o-Monthly 6 cycling Pacemaker Magazine 15,000 Horse racing / breeding Monthly 12 PE and Sport Today Magazine 15,000 Physical education Quarterly 4 Planet Hearts Magazine 15,000 Hearts FC Weekly 52 Push Magazine 15,000 Hockey Tw o-Monthly 6 Scottish Mountaineer Magazine 15,000 Mountaineering, hill w alking, Quarterly 4 skiing in Scotland Style Magazine 15,000 Lifestye including sport Monthly 12 Table Tennis Illustrated Magazine 15,000 Table tennis Tw o-Monthly 6 Welsh Club Golfer Magazine 15,000 Golf Quarterly 4 Women & Golf Magazine 15,000 Women's golf Tw o-Monthly 9 Daily Mail Ski & Snow board Magazine 14,685 Winter sports Tw o-Monthly 6 Magazine Stadia Magazine 14,500 Sports venue design, Quarterly 4 operations Athletics Weekly Magazine 14,000 Athletics Weekly 52 Bow ls International Magazine 14,000 Bow ls Monthly 12 incorporating World Bow ls

Source:Cision

329

Table 3.12g. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Official LFC Magazine Magazine 14,000 Liverpool FC official magazine Weekly 52 Pitpilot Magazine 14,000 Surfing/lifestyle Tw o-Monthly 6 Raceform Update New spaper 14,000 Horse racing new s Weekly 52 Sports Mail (Portsmouth) New spaper 14,000 Sports in Portsmouth area Weekly 52 Traditional Boats & Tall Ships Magazine 14,000 Sailing/maritime history Tw o-Monthly 6 Canal Boat and Inland Magazine 13,050 Inland cruising Monthly 12 Waterw ays Bow lers World Magazine 13,000 Crow n Green Bow ls Monthly 12 South Wales Golfer Magazine 12,800 Golf Monthly 12 RallyAction UK Magazine 12,700 UK rallying Tw o-Monthly 6 Yacht Report Magazine 12,650 Large yachts Monthly 10 Darts World Magazine 12,610 Darts/darts business Monthly 12 Climber Magazine 12,600 Rock climbing Monthly 12 Canals & Rivers Magazine 12,500 Canal and riverboating Monthly 12 Gymnast Magazine 12,500 Gymnastics Tw o-Monthly 6 Classic Boat Magazine Magazine 12,304 Vintage boating Monthly 12 Carp Talk Magazine 12,000 Carp fishing Weekly 51 Carsport Magazine 12,000 Motor sport Monthly 12 Coarse Angling Today Magazine 12,000 Coarse angling Monthly 12 Lakeland Walker Magazine 12,000 Lake District new s, w alking Tw o-Monthly 6 League Weekly Magazine 12,000 Rugby league Weekly 52 Pike & Predators Magazine 12,000 Predatory fishing in the UK Monthly 12 Sporting Star (Wolverhampton) Magazine 12,000 Sport in Wolverhampton area Weekly 40 TGO The Great Outdoors Magazine 11,368 Hill w alking, backpacking Monthly 12 Ireland Saturday Night Magazine 11,248 Telegraph sports edition Weekly 52 BC Big Carp Magazine Magazine 11,000 Carp fishing Monthly 12 Boardsport Source Magazine 11,000 Surf, street and snow sports Tw o-Monthly 6 products British Water Ski & Wakeboard Magazine 11,000 Water skiing, w akeboarding, Tw o-Monthly 5 kneeboarding City Matchday Magazine Magazine 11,000 Leicester City FC Fortnightly 24 Boxing New s Magazine 10,689 Boxing Weekly 51 Greyhound Star Magazine 10,500 Greyhound racing Monthly 12 Kop Magazine 10,500 Liverpool FC fanzine Monthly 12 Nang! Magazine 10,500 Lifestye including sport Quarterly 4 CARPology Magazine 10,000 Carp fishing Monthly 12 Cartier International Polo Magazine 10,000 Polo Annually 1 Magazine Club Cricket Conference Magazine 10,000 Cricket Yearbook Annually 1 Yearbook Dow n Royal Races Magazine 10,000 Horse racing trade/lifestyle Quarterly 4 Flavour Magazine Magazine 10,000 Urban lifestyle including sport Monthly 12 Gael Sports Magazine 10,000 Gaelic games Monthly 12 Football Club Magazine 10,000 Gloucester RFC Quarterly 4 Matchday Magazine Greeneye Magazine 10,000 Kaw asaki leisure Quarterly 4 products/lifestyle Guards Polo Club Yearbook Magazine 10,000 Polo Annually 1 Horizon Magazine 10,000 Graduate magazine - new s, Tw ice-Yearly sport, art

Source:Cision

330

Table 3.12h. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Hurlingham Magazine 10,000 Hurlingham Polo Association Quarterly 4 In The Know Magazine 10,000 Horse racing, betting strategies Monthly 12 Informer Magazine 10,000 Middlesex County Rugby FU Quarterly 4 Talk Magazine 10,000 Lacrosse Quarterly 4 Lancashire Spin Magazine 10,000 Lancashire Cricket Club 3-per-Year London Cyclist Magazine 10,000 London Cycling Campaign Tw o-Monthly 6 London Student Magazine 10,000 Sport, arts, music, film, careers Monthly 12 Nationw ide Bow ler Magazine 10,000 Bow ling Quarterly 4 Players Club Magazine 10,000 Professional Footballers Tw o-Monthly 6 Association Rangers New s Magazine 10,000 Rangers FC official new spaper Weekly 46 Snooker Scene Magazine 10,000 Snooker / Monthly 12 Sport Business International Magazine 10,000 Sports industry Monthly 12 Sportsteacher Magazine 10,000 Physical education 3-per-Year Threesixty Bodyboarding Magazine 10,000 Bodyboarding Quarterly 4 Magazine Up Front The Official Magazine Magazine 10,000 Gloucester RFC Official Quarterly 4 of Gloucester Rugby Club magazine West Midlands Golfer Magazine 10,000 Golf Quarterly 4 Yorkshire Sport Magazine 10,000 Sports in Yorkshire Weekly 52 Evertonian Magazine 9,500 Everton FC official magazine Monthly 12 Yachting Life Magazine 9,500 Yacht club issues/local races Monthly 12 SportDiver Magazine 9,004 PADI Diving Society magazine Monthly 12 Emerald Rugby Magazine 9,000 Irish rugby Monthly 11 Greenkeeper International Magazine 9,000 British & International Golf Monthly 12 Greenkeepers Association Health Club Management Magazine 9,000 Health club trade Monthly 11 Welsh Bow ler Magazine 9,000 Bow ling Quarterly 4 Welsh Rider Magazine 9,000 Equestrianism Monthly 12 Absolute Horse Magazine 8,000 Equestrianism Monthly 11 Darts Player Magazine 8,000 Darts Annually 1 Game Magazine 8,000 Hurling, camogie, ladies' football, Weekly 52 handball Midland Angler Magazine 8,000 Fishing Monthly 12 Skyw ings Magazine 8,000 Hang gliding/paragliding Monthly 12 Squash Player Magazine 8,000 Squash 3-per-Year Sw ord Magazine 8,000 Fencing Quarterly 4 SGB Golf Magazine 7,832 Golf Monthly 11 Work Out Magazine 7,741 UK fitness industry Monthly 12 Football Post (Nottingham) New spaper 7,500 East Midlands football/sports Weekly 52 PGA Professional Magazine 7,500 Professional Golfers' Monthly 12 Association official magazine Scottish and Northern Magazine 7,500 Scottish Equestrian Association Monthly 11 Equestrian official magazine Turf Professional Magazine 7,100 Professional turf-care industry Tw o-Monthly 6 BusinessF1 Magazine 7,061 Formula One industry Monthly 12 Cue Sport Magazine 7,000 Snooker / pool Tw o-Monthly 9 Green 'Un (Ipsw ich) Magazine 7,000 Evening Star football edition Weekly 40 Royal Naval Sailing Association Magazine 7,000 Royal Naval Sailing Association Tw ice-Yearly Journal journal - articles on racing, regattas, sailing

Source:Cision

331

Table 3.12i. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a South West Coast Path Annual Magazine 7,000 Walking Annually 1 Guide Sports Mail (Hull) New spaper 7,000 Hull Daily Mail w 'knd sport paper Weekly 52 TENGOAL Magazine 7,000 Polo/lifestyle Tw ice-Yearly Equestrian Trade New s Magazine 6,500 Equestrian equipment Monthly 12 Tennis Today Magazine 6,500 Tennis Tw o-Monthly 6 Boating Business Magazine 6,000 British leisure marine industry Monthly 12 Club House Magazine 6,000 Club house management Tw o-Monthly 6 Hooker Rugby Magazine 6,000 Rugby lifestyle Tw o-Monthly 6 Pink Southampton New spaper 6,000 Southern Daily Echo sports Weekly 52 supplement Pink 'Un (Norw ich) Magazine 6,000 Norw ich Evening New s sports Weekly 40 supplement Professional Fitness Magazine Magazine 6,000 Fitness industry new s Quarterly 4 Refereeing Today Magazine 6,000 (Football) Referees' Association Tw o-Monthly 8 official publication Skydive Mag Magazine 6,000 British Parachute Association Tw o-Monthly 6 official magazine Skydive Magazine 6,000 Skydiving Annually 1 Anglia Afloat Magazine 5,500 Local sailing Tw o-Monthly 6 Golf Club Management Magazine 5,500 Association of Golf Club Monthly 12 Secretaries official Journal Golf Management Europe Magazine 5,500 European golf industry Tw o-Monthly 6 Pitchcare Magazine 5,500 Sports turf industry Tw o-Monthly 6 Sailplane & Gliding Magazine 5,500 Gliding Tw o-Monthly 6 Southern Angler Magazine 5,500 Fishing Monthly 12 Sports Management Magazine 5,500 Sports and Play Contractors Quarterly 4 Association official magazine Sports Insight Magazine 5,211 Sports products/industry new s Monthly 10 Turf Business Magazine 5,200 Professional turf care Monthly 10 Stadium & Arena Management Magazine 5,096 Sports facility Tw o-Monthly 6 management/construction Adventure Cornw all Magazine 5,000 Adventure sports 3-per-Year Croquet Gazette Magazine 5,000 Croquet Tw o-Monthly 6 Cruising - Journal of the Magazine 5,000 Sailing and motor boats Tw o-Monthly 6 Cruising Association Extra Cover Magazine 5,000 Club Cricket Conference Quarterly 4 Magazine FitPro Business Magazine 5,000 Fitness industry Tw o-Monthly 6 Football Business International Magazine 5,000 Football industry Quarterly 4 International Turfgrass Bulletin Magazine 5,000 Golf and amenity turf industries Quarterly 4 iSkate Magazine 5,000 British ice skating Monthly 10 Saints Magazine Magazine 5,000 Southampton FC official Quarterly 4 magazine Short Circuit Magazine Magazine 5,000 Oval motor racing Monthly 12 SportsMedia Magazine 5,000 International sports media, Tw ice-Yearly management, federation new s SGB Outdoor Magazine 4,886 Outdoor and snow sport retail Monthly 11 Circuit Driver Magazine 4,500 Track driving and circuit racing Monthly 12 SGB UK Magazine 4,500 Sports Industries Federation Monthly 12 new s SportEX Medicine Magazine 4,500 Sports medicine Quarterly 4

Source:Cision

332

Table 3.12j. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a Startline Magazine 4,500 British Automobile Racing Club Tw o-Monthly 6 MF Microlight Flying Magazine 4,200 Microlight flying Tw o-Monthly 6 CTC Cycle Digest Magazine 4,000 Cycle planning/policy Quarterly 4 FitPro Netw ork Magazine 4,000 Sports science training, Tw o-Monthly 6 physiology Outdoor Review Magazine 4,000 Outdoor leisure/snow sports 3-per-Year trade Sporting Post Magazine 4,000 South Wales Evening Post Weekly 40 sports paper Sports Argus (Brighton) Magazine 4,000 Sussex region sports paper Weekly 52 Sports Echo (Lincs) Magazine 4,000 Lincolnshire Echo sports paper Weekly 52 Walking Wales Magazine 4,000 Walking in Wales Quarterly 4 World of Judo Magazine Magazine 4,000 British Judo Association official Quarterly 4 magazine Pro Shop Europe Magazine 3,842 Golf retail trade Monthly 12 Amateur Sw imming Association Magazine 3,500 ASA Handbook Annually 1 Handbook Bicycle Trade and Industry Magazine 3,500 British bicycle trade Monthly 12 Piste Magazine 3,500 Winter sports Quarterly 4 Vintage Speedw ay Magazine Magazine 3,500 Vintage speedw ay Quarterly 4 3Touch Volleyball Magazine 3,000 Volleyball Tw o-Monthly 6 Mud Magazine 3,000 Sport, new s, jokes, art, music, Tw o-Monthly 6 film Pow erplay Magazine 3,000 British ice hockey/inline skating Fortnightly 35 Scottish Diver Magazine 3,000 Scottish Sub-Aqua Club Tw o-Monthly 6 Magazine Sport Magazine 3,000 Stoke Sentinel sports paper Weekly 52 Classic Angling Magazine 2,900 Fishing Tw o-Monthly 6 Aerostat Magazine 2,500 British Balloon and Airship Club Tw o-Monthly 6 journal Bike Biz Magazine 2,500 Cycle industry/int'n'l events Monthly 12 Gybe Magazine 2,500 UK Laser (sailing) Association Quarterly 4 Native Pony Magazine 2,500 Pony riding Tw o-Monthly 6 Golf Range New s Magazine 2,300 Golf range industry Monthly 12 Coach Magazine 2,000 Coaching for athletics Quarterly 4 Compass Sport Magazine 2,000 Mountain marathons/bike, ski Tw o-Monthly 6 orienteering Polo Times Magazine 2,000 Polo Monthly 10 Salisbury Sport Magazine 2,000 Local, school, international sport Quarterly 4 GOBA New s Magazine 1,900 Great Ouse River boating Quarterly 4 Classic Charter & Cruise Magazine 1,500 Yacht chartering Quarterly 4 Little Ship Magazine 1,500 Sail/engine-driven yachts 3-per-Year Octopush New s Magazine 1,500 British Octopush Association Quarterly 4 Programme Books Magazine 1,500 Horse racing programme Quarterly 4 Table Tennis New s Magazine 1,500 English Table Tennis Tw o-Monthly 8 Association magazine Brooklands Society Gazette Magazine 1,100 Brookland motorsport, aviation Quarterly 4 Historic Motor Racing New s Magazine 1,000 Historic motor sport Monthly 11 Racer Ready Magazine 1,000 Winter sports racing Quarterly 4 Speedscene Magazine 1,000 Hillclimb and Sprint Association Tw o-Monthly 5 Magazine Flyfishers' Journal Magazine 700 Fly fishing Tw ice-Yearly

Source:Cision

333

Table 3.12k. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a International Review for the Magazine 650 Academic research on sport Quarterly 4 Sociology of Sport Go Outdoors Bulletin Magazine 500 Outdoor industry new s Tw o-Monthly 6 Race Walking Record Magazine 500 Sport science, training, race Monthly 12 results/fixtures Braille Sporting Record Magazine 250 Sporting events - mainly racing, Weekly 50 football Aspect County Golf Magazine Golf Annually 1 Boat Fishing Monthly Magazine Sport fishing from a boat Monthly 12 Citisport Magazine Weekly 52 Descent - The Magazine of Magazine Caving Tw o-Monthly 6 Underground Exploration Essex Rider Magazine Equestrianism Monthly 12 F.C. Business Magazine Football business Monthly 10 Favourite New spaper Horse racing and football Weekly 52 Final Score Magazine Weekly 52 Football & Sports Arena Magazine Football/sports arena businees Tw o-Monthly 6 Football and Stadium Magazine Sports venue business Tw o-Monthly 6 Management Football Echo (Liverpool) Magazine Football new s Weekly 52 FT Weekend New spaper Motoring, sports, lifestyle Weekly 52 Game New spaper Football new s, results, features Weekly 52 Glade Magazine Archery Quarterly 4 Goal Express New spaper Football Weekly 52 Golf en France Magazine Golf Annually 1 Golf Links Magazine Golf Tw o-Monthly 6 Golf Northw est Magazine Golf Weekly 52 Golf Society Directory Magazine Golf Annually 1 Golf West Holidays First Magazine Golf Annually 1 Green Matters Magazine Quarterly 4 Guardian Weekend Sport New spaper New spaper sport supplement Weekly 52 Shots Magazine Weekly 52 Junior Sport Magazine Monthly 12 Local Heroes Magazine Weekly 52 Matchday Magazine Weekly 52 Mensw orld Magazine Men's lifestyle including sport Monthly 13 Mirror FC New spaper Weekly 52 Motorcycle Racer Magazine British & American road Monthly 12 racing/World Superbikes Multihull Review Magazine Yachting Tw o-Monthly 6 Paintball Games International Magazine Paintball Monthly 12 Post Match Magazine Weekly 52 Professional Motorsport World Magazine Motorsports industry Quarterly 4 Racing North Magazine Horse racing Tw ice-Yearly Racing Plus Magazine Horse racing Weekly 52 Racing Post Extra New spaper Horse racing Weekly 52 RPSport Magazine Weekly 52 Score New spaper Football new s, statistics Weekly 52 Scottish Curler Magazine Curling in Scotland Tw o-Monthly 8

Source:Cision

334

Table 3.12l. Top sports publications – UK continued

Title Type Circulation Profile Frequency / issues p.a SP New spaper General sports Sunday 52 Sport Magazine General sports Weekly 52 Sport New spaper General sports Weekly 52 Sport Monday Magazine General sports Weekly 52 Sport Monday Magazine General sports Weekly 52 Sport on Monday Magazine General sports Weekly 52 Sport on Sunday Magazine General sports Weekly 52 Sporting Blue Magazine Sports paper for Leicestershire Weekly 52 readers Sports New spaper Section covering sport Sunday 52 Sports Extra Magazine General sports Weekly 52 Sports Ulster Magazine General sports Weekly 52 Sportsactive New spaper Health, fitness, sport equipment Sunday 52 Sportsw eek New spaper Sports reports and fixtures Sunday 52 Starform New spaper New spaper horse racing Daily (Morning) supplement SUPERMOTO MAGAZINE Magazine Motorbike racing Quarterly 4 SuperPorts Magazine Annually 1 Taekw ondo & Korean Martial Magazine Korean martial arts Monthly 12 Arts Magazine Trade Suppliers Directory Magazine Annually 1 Traditional Karate Magazine Karate Monthly 12 UK Golfer Magazine Golf United Review Magazine Man Utd FC match programme Fortnightly 30 Winner Magazine Weekly 52 Yorkshire Sports Magazine Local sport Weekly 52

Source:Cision

Sport on the Internet

The internet is obviously an increasingly important outlet for sports content for both rights holders and sponsors.

The medium offers the widest breadth of content from professionally produced streamed video of events web-hosted by rights holders, the media and indeed sponsors, to fan sites and blogs produced by individuals as a hobby.

The array of web sites in sport is such that it would require a dedicated report to do full justice to the statistics available.

Data monitoring of the popularity of sports web sites in the major European markets, however, demonstrates distinct differences in the culture of use of the internet among the countries.

In almost every market the leading sports information provider on the web is an existing media organisation such as the BBC, L‟Equipe, La Gazzetta dello Sport and Marca (Ebay Sports, which features prominently in Tables 3.13 and 3.16 overleaf, can be discounted from the equation because it is a sports equipment sales site). It is interesting, however, to note that in Italy, France and Spain, the most popular destination is the web site of the main sports daily newspaper.

In the UK, there is no daily sports newspaper (with the exception of those dedicated primarily to horse racing), the role is effectively taken by the mass market tabloids which are not picked up as sports sites in the NetRatings research.

335

The second most popular category of web site as a source of information is the big web portals and ISPs such as Yahoo, T-Online, Orange, MSN and Alice. The home pages of such sites are often the default landing pages for consumers, so it‟s hardly surprising that they should be a key source of news to sports fans.

Perhaps the biggest surprise in the statistics is that regarding rights holders. Only in Italy does a football club web site achieve the top ten with both Inter and Juventus in fourth and eighth place respectively. Obviously the sheer number of visits from a vast range of sports fans makes it difficult for individual clubs to achieve a position in the top 10, but given the large supporter bases claimed by Barcelona, Real Madrid and Manchester Utd, the clubs are notable by their absence in the tables.

Governing bodies do, however, appear to be a popular source of information with the FFR (French Football), the Bundesliga, the F.A and UEFA, popular among football fans. Basketball sites are perhaps the major surprise with Lega Basket and ACB (Italian and Spanish basketball rights holders) and the NBA Network all featuring in domestic top 10 positions.

Table 3.13. Top 10 Sports Web Sites – France (March 2007) Rank Brand / Channel Unique Active Reach Audience % (000s) 1 L Equipe 2,325 9.6 2 Eurosport 1,461 6.0 3 Newsweb Sports Network 1,322 5.4 4 Orange Sports 1,153 4.8 5 Yahoo! Sports 945 3.9 6 Groupe Sporever 854 3.5 7 fff.fr 710 2.9 8 Sport24 676 2.8 9 Oxylane 504 2.1 10 MSN Sports International 426 1.8 Source: Nielsen//NetRatings

Table 3.14. Top 10 Sports Web Sites – Germany (March 2007)

Rank Brand / Channel Unique Active Reach Audience % (000s) 1 eBay Sports 4,186 11.6 2 T-Online onSport 2,647 7.4 3 Sport1 1,602 4.5 4 kicker online 1,101 3.1 5 SportScheck 869 2.4 6 ardsport.de 828 2.3 7 Deutscher Fussball-Bund 765 2.1 8 GMX Sport 665 1.9 9 Bundesliga 614 1.7 10 .com 589 1.6 Source: Nielsen//NetRatings

336

Table 3.15. Top 10 Sports Web Sites – Italy (March 2007)

Rank Brand / Channel Unique Active Reach Audience % (000s) 1 La Gazzetta dello Sport 1,883 9.1 2 Alice Sport 728 3.5 3 Yahoo! Sports 706 3.4 4 F.C Internazionale Milano 420 2.0 5 La Repubblica Sport 392 1.9 6 MSN Sports International 391 1.9 7 LiveScore 388 1.9 8 Juventus Football Club 323 1.6 9 Lega A Basket 276 1.3

Source: Nielsen//NetRatings

Table 3.16. Top 10 Sports Web Sites – Spain (March 2007)

Rank Brand / Channel Unique Active Reach Audience % (000s) 1 Marca.com 2,978 17.5 2 AS.com 1,911 11.2 3 Zeta Sport Network 823 4.8 4 Terra DEPORTES 805 4.7 5 elmundodeportivo.es 657 3.9 6 Yahoo! Sports 470 2.8 7 Vocento Eurosport Network 392 2.3 8 ACB.com 297 1.7 9 Rojadirecta 259 1.5 10 NBA Internet Network 221 1.3 Source: Nielsen//NetRatings

Table 3.17. Top 10 Sports Web Sites - United Kingdom (March 2007)

Rank Brand / Channel Unique Active Reach Audience % (000s) 1 BBC Sport 4,849 15.5 2 eBay Sports 2,324 7.4 3 Sky Sports 1,953 6.2 4 Premium TV 1,433 4.6 5 Yahoo! Sports 1,069 3.4 6 AOL Sports 802 2.6 7 ESPN 655 2.1 8 sportinglife.com 609 2.0 9 WWE 526 1.7 10 TheFA.com 444 1.4 Source: Nielsen//NetRatings

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SECTION FOUR. THE POPULARITY OF SPORT IN EUROPE

Europe is the birthplace of most of the world‟s major sports such as football, tennis, rugby, golf, cycling and Formula One. Along with the USA, it is the most sophisticated sports market in the world with long established federations, leagues and events.

Some such events have become cultural as well as sporting institutions and attract a high level of interest among sections of the population that claim to have little interest in the particular sport in question, or indeed sport per se. These events include the FIFA World Cup, The Olympic Games, The UEFA European Championships, the Tour de France, Wimbledon, the Ryder Cup and the Grand National.

Similarly the emergence of a sporting hero can galvanise the interest of a nation and boost the popularity of a sport overnight.

For sponsors, the power of the major events is measurable and, on the whole, predictable. The rights fees paid to partner them are a clear indication of their ability to deliver. The emergence of a new star is, of course, a lot harder to predict and those sponsors who back such talents count their luck. Most sponsorships, however, involve a relationship with a sport over a long, and more stable, period rather than just times of peak excitement.

Gauging the intrinsic popularity of particular sports therefore plays a key role in sponsorship decision making.

First, the declared popularity helps to evaluate whether the sport will deliver a big enough target audience for the brand objectives. If the audience is smaller than hoped, should the sport be crossed off the list, or is it necessary to sponsor more than one sport? Second, popularity helps to assess how passionate the audience will be, which in turn indicates how much engagement fans will have with a sponsorship campaign. Finally, the size of the audience helps to dictate the price of the rights deals.

Obviously the sponsorship decision making process is much more sophisticated than simply considering audience popularity alone, but in many respects this is the start of the sponsorship process.

Chart 4.1 Interest levels in sport - Major European Markets

50

45 40 35

30

25 20 15 10

5 0 Spain Italy England France Germany

Very interested Quite interested Not very interested Not interested at all

Source: SPORTFIVE

Apart from the overall level of interest in sport, it is useful to sponsors to know the intensity of interest. Chart 4.1, taken from SportFive‟s 2004 European football research project,

338 demonstrates that across Europe there are very few people who claim to have no interest in sport. In every country at least 60% of the population claims to be either „Very Interested‟ or „Quite interested‟. Of the five major markets, only Britain and France have more than 10% of their population claiming to have no interest. Britain does, however, have a lower than average level of those claiming to be „Not very interested‟. In the BMRB 2006 survey, results of which are shown later in this section, the levels of interest indicated are even higher than those found by SportFive.

Popularity by Sport When broken down by sport, the dominance of football becomes apparent with the sport having a clear lead in each of the major markets at around the 50%. Swimming and cycling do feature highly in the rankings, but this is mainly down to their popularity as participation sports and is of less relevance to sponsors than spectator sports.

Chart 4.2. Interest level in Football - Major European Markets

54% 53% 53%

52% 51% 50% 50% 49% 48% 48% 47% 47% 47%

46% 45% 44% 43%

France Italy Germany Great Britain Spain

Source: BMRB

Formula One has surprisingly high interest levels. No one would deny that it is one of the big sports in Europe, but most casual guesses would probably assume that core popularity was closer to 20% of the European population, whereas in reality its following is roughly 30%.

Chart 4.3. Interest level in Formula One - Major European Markets

40% 36% 35% 35% 30% 28% 30%

25% 22%

20% 15%

10% 5%

0% France Italy Germany Great Britain Spain

Source: BMRB

339

The results could in part be explained by the fact that the BMRB survey asks if there is an interest in the sport, it doesn‟t establish the level of interest. Thus a respondent who merely likes to know the result of a race, rather than watch the race in its entirety, could be counted as being interested. Given that Formula One has only a limited number of races per season and is on free- to-air television throughout the major European markets, it is relatively easy to corroborate the findings through analysis of television viewing figures. These do indeed show that in Germany, Italy and the UK, the TV rating is usually around 20%.

Tennis is the third most popular spectator sport but again an element of the declared interest is down to participation. Overall there are no real surprises in the results with the progress of Raphael Nadal having boosted Spanish interest in recent years.

Chart 4.4. Interest level in Tennis - Major European Markets

40% 34% 35%

30% 27% 24% 25% 20% 20% 15% 13%

10%

5% 0%

France Italy Germany Great Britain Spain

Source: BMRB

Interest in athletics is almost identical to tennis with France again having a clear lead and Italy‟s appetite for the sport being relatively small. The surprise is Germany‟s poor showing at 18% given the considerable success the country enjoys in most Olympic Games.

Chart 4.5. Interest level in Athletics - Major European Markets

35% 30% 30%

24% 25% 23%

20% 18%

14% 15%

10%

5%

0%

France Italy Germany Great Britain Spain

Source: BMRB

340

The final „big‟ sport considered is golf where interest levels are in fact quite low outside Great Britain. In the past 20 years the sport has grown in popularity in France, particularly as a participation sport. In Spain there are a huge number of golf courses, but many of these are in holiday locations that serve non-Spanish players. The country has produced some of Europe‟s best players in Ballesteros, Olazabal and Garcia, but this hasn‟t translated into mass appeal.

Aside from Bernhard Langer, Germany hasn‟t produced a true golfing great. The country does host events with major prize money, but culturally the sport still hasn‟t really taken off. In Italy, however, the sport is of no interest to the majority of the population.

Chart 4.6. Interest level in Golf - Major European Markets

25% 23%

20%

15% 14%

10% 8% 7%

5% 2%

0% France Italy Germany Great Britain Spain

Source: BMRB

European Sports Popularity by Country.

The preceding charts demonstrate the differences apparent in countries that, in many cases, share a common border. As the data is examined in more detail in the following pages, even greater differences become apparent. For example, in Germany and Spain rugby is not in the least bit popular unlike in Great Britain, France and Italy. The popularity of motorcycle racing in Italy and Spain, however, is much greater than in other countries surveyed.

There has been no empirical evidence to suggest that people born in different countries should have a different genetic pre-disposition to one sport over another. The reasons behind such findings, therefore, tend to be historical or relate to practical issues as local weather conditions.

Thus skiing and ice skating are obviously more popular where natural outdoor conditions make it easier to enjoy the sports. In other countries a particular sport might become established because there was less historical competition from other sports and because of early success in either the organisation of the sport. In France, for example, cycling became popular because local races were established before football became a major sport. The Tour de France was established and this became one of the World‟s great sporting events.

For the sponsor it is important to establish both the overall popularity of different sports, but also to analyse the popularity among the specific target market. The following pages show that there are not just differences between countries, but also between gender, socio-economic level and age.

341

France

Despite the fact that in the SportFive survey, 40% of the French population declares that it is either „Not very‟ or „Not at all‟ interested in sport, the country has the greatest depth if in terms of the number of sports that attract interest.

Table 4.1. Public declared interest in sport - total population – France

Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 85% 25 Horse Riding 16% 2 Football/Soccer 47% 26 Snooker 15% 3 Cycling 40% 27 Aerobics/Keep Fit 15% 4 Skiing 38% 28 Darts 15% 5 Swimming 37% 29 Snowboarding 14% 6 Motor Racing 35% 30 Badminton 14% 7 Ice Skating 34% 31 Marathon Running 14% 8 Tennis 34% 32 Golf 14% 9 Rugby 31% 33 Extreme Sports 14% 10 Athletics 30% 34 Chess 13% 11 Motor Rallying 24% 35 Ice Hockey 13% 12 Fishing 23% 36 Weight Training/Work Out 12% 13 Basketball 22% 37 Mountain Biking 12% 14 Horse Racing 22% 38 Roller Skating/Rollerblading 11% 15 Boxing 21% 39 Water Skiing 10% 16 Motor-Cycle Racing 21% 40 Dancing 10% 17 Handball 20% 41 Stock-car Racing 9% 18 Pétanque/Bowls 20% 42 Hockey 9% 19 Ski Jumping 19% 43 Surfing 9% 20 Running 19% 44 Wind Surfing 8% 21 Climbing/Mountaineering 19% 45 Wrestling 8% 22 Table Tennis 18% 46 Squash 8% 23 Sailing/Motor Boating 18% 47 Bridge 6% 24 Volleyball 18% 48 Shooting 4% Source: BMRB

Chart 4.7. Public declared interest in sport by level of interest - France

Not interested

at all Very interested

12% 23%

Not very interested 28%

Quite interested 37%

Source: SPORTFIVE

342

The country has more sports in which 20% or more of the population declares an interest than any other major market in Europe. The list includes several sports that have interest levels between 30% and 40% and although this includes swimming and cycling, in France the interest in cycling is more than just for participation.

As expected winter sports features highly on the list. Again this is partly as a consequence of a high level of participation with France having extensive winter sports facilities in its mountain regions. The sport is, however, also popular as a spectator sport hence the high ranking of the low participation ski-jumping.

Analysis of the difference in attitude according to gender shows that for men football ranks very highly at 60% but cycling, motor racing, skiing, rugby and tennis all achieve 40% or above.

Table 4.2. Public declared interest in sport – Men - France

Rank Sport Interest Rank Sport Interest Level Level 1 Any sports 91% 25 Snooker 19% 2 Football/Soccer 60% 26 Marathon Running 18% 3 Cycling 51% 27 Snowboarding 18% 4 Motor Racing 47% 28 Golf 17% 5 Skiing 43% 29 Darts 17% 6 Rugby 41% 30 Extreme Sports 17% 7 Tennis 40% 31 Chess 17% 8 Athletics 38% 32 Ice Hockey 16% 9 Swimming 38% 33 Mountain Biking 16% 10 Motor Rallying 34% 34 Weight Training/Work Out 16% 11 Boxing 30% 35 Horse Riding 15% 12 Motor-Cycle Racing 29% 36 Badminton 14% 13 Fishing 29% 37 Aerobics/Keep Fit 12% 14 Ice Skating 29% 38 Stock-car Racing 12% 15 Basketball 27% 39 Roller Skating/Rollerblading 12% 16 Pétanque/Bowls 26% 40 Hockey 11% 17 Handball 26% 41 Water Skiing 11% 18 Running 26% 42 Surfing 10% 19 Horse Racing 25% 43 Squash 10% 20 Table Tennis 23% 44 Wrestling 10% 21 Ski Jumping 22% 45 Wind Surfing 9% 22 Sailing/Motor Boating 22% 46 Dancing 8% 23 Volleyball 22% 47 Bridge 7% 24 Climbing/Mountaineering 21% 48 Shooting 5% Source: BMRB

There are two significant differences between men and women. First is the overall level of interest, stated at 91% for men and 80% for women. However, the data that examines individual sports suggests that the difference could be even greater given that the highest interest recorded for any sport by women is 38%.

The second significant finding is of course the difference in favoured sports. For women the number one sport goes to ice skating which is 14th for men and for women football drops down below swimming.

Of the more masculine sports, both motor racing in eight position and rugby in tenth are relatively popular among women. Perhaps the most surprising figure is the closeness of fishing in the ranking positions between genders. Although male respondents place it in 13th position and women in 14th, the popularity percentage difference between the two is significant.

343

Table 4.3. Public declared interest in sport –Women - France

Rank Sport Interest Rank Sport Interest Level Level 1 Any sports 80% 25 Volleyball 12% 2 Ice Skating 38% 26 Boxing 12% 3 Swimming 36% 27 Badminton 11% 4 Football/Soccer 34% 28 Darts 11% 5 Skiing 32% 29 Snowboarding 10% 6 Cycling 30% 30 Dancing 10% 7 Tennis 27% 31 Snooker 9% 8 Motor Racing 23% 32 Marathon Running 9% 9 Athletics 22% 33 Golf 9% 10 Rugby 21% 34 Ice Hockey 8% 11 Horse Racing 18% 35 Water Skiing 8% 12 Aerobics/Keep Fit 16% 36 Extreme Sports 8% 13 Ski Jumping 16% 37 Roller Skating/Rollerblading 8% 14 Fishing 16% 38 Weight Training/Work Out 8% 15 Basketball 16% 39 Chess 8% 16 Climbing/Mountaineering 16% 40 Mountain Biking 7% 17 Horse Riding 15% 41 Surfing 6% 18 Pétanque/Bowls 14% 42 Wind Surfing 6% 19 Sailing/Motor Boating 14% 43 Stock-car Racing 6% 20 Motor Rallying 13% 44 Hockey 6% 21 Handball 13% 45 Wrestling 6% 22 Motor-Cycle Racing 13% 46 Squash 5% 23 Running 13% 47 Bridge 4% 24 Table Tennis 12% 48 Shooting 2% Source: BMRB

Table 4.4 demonstrates the difference in popularity of sports between the different socio- economic groups. The socio-economic group 1 represents the wealthiest 10% of the population, group 2 the next 20%, group 3 the next 30% and finally group 4 the next 40%.

The most obvious, and to an extent predictable, finding is that skiing takes the number one sport in the top socio-economic group. Given the cost of participation, in the region of €1,000 per person per week, it is not surprising that lower economic groups show less interest and football takes precedence.

This trend continues with other sports such as mountaineering and dangerous sports, which sees a significant drop in popularity in socio-economic groups 3 and 4.

The fact that the overall level of interest in sport among higher socio-economic groups is greater is also significant. Much of this is down to the opportunity to participate in sport through having the financial means to do so. In the case of those sports, which require significant expense, lower socio-economic groups clearly can‟t participate. But it is also significant that that, for example, interest levels in swimming in group 4 are 27% whereas in group 1 the figure is 54%, double the amount.

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Table 4.4. Public declared interest in sport – Socio-economic groups 1/2 - France

Socio-Economic Level 1 Socio-Economic Level 2 Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 94% 1 Any sports 92% 2 Skiing 55% 2 Football/Soccer 53% 3 Swimming 54% 3 Swimming 48% 4 Cycling 46% 4 Skiing 46% 5 Tennis 45% 5 Cycling 45% 6 Football/Soccer 45% 6 Motor Racing 42% 7 Ice Skating 39% 7 Tennis 40% 8 Motor Racing 38% 8 Ice Skating 39% 9 Rugby 36% 9 Athletics 37% 10 Athletics 35% 10 Rugby 37% 11 Climbing/Mountaineering 32% 11 Climbing/Mountaineering 28% 12 Motor Rallying 28% 12 Motor Rallying 27% 13 Sailing/Motor Boating 25% 13 Pétanque/Bowls 26% 14 Handball 25% 14 Boxing 26% 15 Basketball 25% 15 Basketball 26% 16 Ski Jumping 24% 16 Motor-Cycle Racing 26% 17 Running 23% 17 Handball 25% 18 Table Tennis 22% 18 Running 25% 19 Aerobics/Keep Fit 22% 19 Fishing 24% 20 Motor-Cycle Racing 21% 20 Sailing/Motor Boating 23% 21 Fishing 20% 21 Horse Racing 23% 22 Horse Racing 19% 22 Table Tennis 23% 23 Horse Riding 19% 23 Volleyball 23% 24 Snowboarding 19% 24 Ski Jumping 22% 25 Pétanque/Bowls 19% 25 Aerobics/Keep Fit 20% 26 Boxing 19% 26 Snowboarding 19% 27 Volleyball 19% 27 Snooker 19% 28 Golf 18% 28 Extreme Sports 18% 29 Snooker 18% 29 Golf 18% 30 Marathon Running 17% 30 Darts 17% 31 Chess 16% 31 Badminton 17% 32 Ice Hockey 16% 32 Horse Riding 16% 33 Badminton 15% 33 Weight Training/Work Out 16% 34 Weight Training/Work Out 14% 34 Marathon Running 15% 35 Darts 13% 35 Chess 15% 36 Extreme Sports 13% 36 Ice Hockey 14% 37 Dancing 12% 37 Mountain Biking 14% 38 Mountain Biking 11% 38 Roller Skating/Rollerblading 12% 39 Roller Skating/Rollerblading 10% 39 Dancing 11% 40 Wind Surfing 9% 40 Stock-car Racing 10% 41 Water Skiing 9% 41 Surfing 10% 42 Squash 8% 42 Hockey 10% 43 Hockey 8% 43 Wind Surfing 9% 44 Wrestling 8% 44 Water Skiing 9% 45 Stock-car Racing 8% 45 Wrestling 9% 46 Surfing 7% 46 Squash 8% 47 Bridge 7% 47 Bridge 6% 48 Shooting 1% 48 Shooting 4% Source: BMRB

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Table 4.5. Public declared interest in sport – Socio-economic groups 3/4 – France

Socio-Economic Level 3 Socio-Economic Level 4 Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 89% 1 Any sports 76% 2 Football/Soccer 49% 2 Football/Soccer 41% 3 Cycling 40% 3 Cycling 35% 4 Skiing 38% 4 Ice Skating 30% 5 Motor Racing 37% 5 Skiing 28% 6 Swimming 37% 6 Motor Racing 27% 7 Tennis 36% 7 Swimming 27% 8 Ice Skating 34% 8 Tennis 26% 9 Athletics 31% 9 Rugby 25% 10 Rugby 31% 10 Athletics 24% 11 Motor Rallying 24% 11 Horse Racing 21% 12 Fishing 24% 12 Fishing 21% 13 Motor-Cycle Racing 23% 13 Motor Rallying 19% 14 Basketball 23% 14 Boxing 19% 15 Pétanque/Bowls 22% 15 Basketball 17% 16 Horse Racing 21% 16 Motor-Cycle Racing 16% 17 Boxing 20% 17 Ski Jumping 16% 18 Ski Jumping 19% 18 Pétanque/Bowls 16% 19 Handball 19% 19 Running 15% 20 Sailing/Motor Boating 19% 20 Handball 14% 21 Climbing/Mountaineering 18% 21 Horse Riding 13% 22 Running 18% 22 Table Tennis 13% 23 Volleyball 18% 23 Volleyball 12% 24 Table Tennis 17% 24 Sailing/Motor Boating 12% 25 Horse Riding 16% 25 Darts 11% 26 Snooker 16% 26 Marathon Running 11% 27 Darts 15% 27 Climbing/Mountaineering 10% 28 Aerobics/Keep Fit 15% 28 Golf 10% 29 Badminton 14% 29 Snowboarding 10% 30 Snowboarding 14% 30 Snooker 10% 31 Marathon Running 13% 31 Ice Hockey 10% 32 Chess 13% 32 Chess 9% 33 Extreme Sports 13% 33 Extreme Sports 9% 34 Ice Hockey 13% 34 Mountain Biking 9% 35 Golf 12% 35 Aerobics/Keep Fit 9% 36 Mountain Biking 12% 36 Weight Training/Work Out 9% 37 Weight Training/Work Out 12% 37 Badminton 9% 38 Dancing 11% 38 Water Skiing 9% 39 Water Skiing 10% 39 Roller Skating/Rollerblading 9% 40 Roller Skating/Rollerblading 10% 40 Stock-car Racing 8% 41 Stock-car Racing 10% 41 Hockey 7% 42 Surfing 9% 42 Surfing 7% 43 Hockey 9% 43 Dancing 7% 44 Wrestling 9% 44 Wrestling 6% 45 Squash 9% 45 Squash 6% 46 Wind Surfing 8% 46 Wind Surfing 6% 47 Bridge 6% 47 Bridge 5% 48 Shooting 3% 48 Shooting 4% Source: BMRB

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Chart 4.8. Public declared interest in sport by sport and by age group - France

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Golf

Rugby

Tennis

Sailing Cycling

Football Athletics

Basketball

Gymnastics

Figure skatingFigure Downhill Skiing Downhill racing Motorcar

Motorcycle racing Up to 29 years 30-49 years 50 years +

Source: SPORTFIVE

The difference in popularity according to age is not great for most sports but there are several points of interest. Respondents over 50 years old clearly show a high level of interest in cycling, football, figure skating, gymnastics and rugby as spectator sports.

The findings demonstrate that other sports, most notably basketball, appeal more to a younger generation.

For many sponsors it is these sports that they will seek to align with in an attempt to transfer the sports‟ image of youth and vitality to their brands. For rights holders of cycling, for example, where the major interest lies with the older age group, it does signal a problem.

Cycling is the toughest endurance sport with anything approaching a mass audience. The bikes and clothing are high-tech and only the young and extremely fit can participate with any degree of success. For the majority of children and younger teenagers, the only independent method of transport is cycling. In short, the sport has all the ingredients necessary to connect with a young audience but is clearly not doing so in large enough numbers.

There are two reasons for the sport‟s lack of engagement with youth in France. First is the succession of doping scandals to have hit the sport, something older generations did not encounter as they formed their sporting preferences. Second is the impact of globalisation and the explosion of new media which has caused youth to be more cosmopolitan in outlook. Now there is a multitude of global media to compete for their attention, meaning that national institutions, such as the Tour de France, have to fight to be noticed where once exposure was taken for granted.

The Tour de France is looking at ways to refresh its image and excursions to other countries, although not new, have become more ambitious. 2007‟s start in London, for example, attracted more than three million spectators but also received a great deal of coverage in France giving the message to the home audience that the race is a serious global sporting event.

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Germany

The overall profile of sports popularity in Germany is quite similar to France. Football tops the rankings with cycling, swimming and motor sport in the following positions. Unlike France, however, ski-jumping is ahead of skiing suggesting that winter sports are primarily popular for spectator interest rather than participation.

Table 4.6. Public declared interest in sport - total population – Germany

Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 89% 30 Motor Rallying 5% 2 Football/Soccer 53% 31 High Diving 5% 3 Swimming 45% 32 Snowboarding 5% 4 Cycling 40% 33 Badminton 5% 5 Motor Racing 36% 34 Fishing 5% 6 Ski Jumping 31% 35 Squash 5% 7 Boxing 26% 36 Running 4% 8 Skiing 24% 37 Sailing/Motor Boating 4% 9 Tennis 20% 38 American Football 4% 10 Athletics 18% 39 Snooker 4% 11 Ice Skating 17% 40 Diving 4% 12 Handball 16% 41 Fencing 4% 13 Dancing 15% 42 Surfing 3% 14 Motor-Cycle Racing 14% 43 Weight Training/Work Out 3% 15 Billiards 12% 44 Wrestling 3% 16 Ice Hockey 12% 45 Mountain Biking 3% 17 Skittles 12% 46 Karate 3% 18 Fitness 12% 47 Hockey 3% 19 Horse Riding 10% 48 Horse Racing 3% 20 Basketball 10% 49 Water Skiing 3% 21 Chess 9% 50 Judo 2% 22 Volleyball 9% 51 Wind Surfing 2% 23 Table Tennis 8% 52 Extreme Sports 2% 24 Roller Skating/Rollerblading 7% 53 Taek Wan Do 2% 25 Beach Volleyball 7% 54 Archery 2% 26 Marathon Running 7% 55 Rugby 2% 27 Golf 7% 56 Climbing/Mountaineering 1% 28 Gymnastics 7% 57 Shooting 1% 29 Aerobics 5% 58 Aikido 1% Source: BMRB

The popular sports in Germany are unsurprising for a western European nation. The only significant differences with other nations are the high rankings for ski-jumping (31%), boxing (26%) and handball (16%). Ski-jumping is a sport more associated with purely Nordic/alpine countries, but like Poland, it has a popular following in Germany.

The high position of handball demonstrates the popularity of the sport in North-western Europe. Handball is particularly popular in neighbouring Denmark where it frequently takes the top sports annual broadcast spot (see Section 2), and also has a strong following in France and Belgium.

Chart 4.8 (overleaf) considers the level of sports interest among the German population. The SportFive research backs BMRB‟s findings that this level is very high. Not only does it suggest that only 6% claim not to be interested in sport at all, but a combined total of 71% state that they are either „Very‟ or „Quite‟ interested in sport. At 32%, those who are „Very‟ interested represent the high such finding in the major European markets and the combined 71% who are either „Very‟ or „Quite‟ interested equals the highest total. In short, it is fair to say that of Europe‟s major markets, Germany is keenest on sport.

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Chart 4.9. Public declared interest in sport by level of interest – Germany

Not interested at all Very interested 6% 32% Not very interested 23%

Quite interested 39%

Source: SPORTFIVE

Table 4.7. Public declared interest in sport – Men - Germany

Rank Sport Interest Rank Sport Interest Level Level 1 Any sports 94% 30 American Football 6% 2 Football/Soccer 79% 31 Squash 6% 3 Motor Racing 58% 32 Roller Skating/Rollerblading 6% 4 Boxing 44% 33 High Diving 5% 5 Cycling 42% 34 Snooker 5% 6 Swimming 41% 35 Gymnastics 5% 7 Ski Jumping 37% 36 Running 5% 8 Skiing 29% 37 Diving 5% 9 Tennis 24% 38 Sailing/Motor Boating 5% 10 Athletics 23% 39 Weight Training/Work Out 5% 11 Motor-Cycle Racing 23% 40 Fencing 5% 12 Handball 23% 41 Wrestling 4% 13 Ice Hockey 19% 42 Karate 4% 14 Billiards 18% 43 Hockey 4% 15 Chess 14% 44 Badminton 4% 16 Basketball 14% 45 Surfing 4% 17 Skittles 11% 46 Mountain Biking 3% 18 Table Tennis 11% 47 Horse Racing 3% 19 Marathon Running 10% 48 Judo 3% 20 Fitness 10% 49 Rugby 3% 21 Horse Riding 10% 50 Water Skiing 3% 22 Dancing 10% 51 Wind Surfing 2% 23 Ice Skating 9% 52 Taek Wan Do 2% 24 Golf 9% 53 Extreme Sports 2% 25 Volleyball 9% 54 Archery 2% 26 Motor Rallying 8% 55 Climbing/Mountaineering 2% 27 Fishing 8% 56 Shooting 1% 28 Beach Volleyball 7% 57 Aerobics 1% 29 Snowboarding 6% 58 Aikido 1% Source: BMRB

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Differences in attitude towards sports between men and women in Germany are similar to those in France. For men football and motorsport take the top sports with boxing coming third.

Women, however, tend to prefer the participation sports of swimming and cycling which push football down to fourth place.

This is closely followed by other spectator sports; ski-jumping and ice skating. Dancing, as a participation sport, comes in at number ten with 19% popularity whereas the equivalent figure for men is 9%. It suggest that half of German men go dancing under duress!

Table 4.8. Public declared interest in sport – Women – Germany

Rank Sport Interest Rank Sport Interest Level Level 1 Any sports 84% 30 Golf 4% 2 Swimming 47% 31 Marathon Running 4% 3 Cycling 37% 32 Snowboarding 4% 4 Football/Soccer 28% 33 Running 3% 5 Ski Jumping 26% 34 Sailing/Motor Boating 3% 6 Ice Skating 23% 35 Surfing 3% 7 Skiing 20% 36 Diving 3% 8 Dancing (admission charged) 18% 37 Squash 3% 9 Motor Racing 17% 38 Snooker 3% 10 Tennis 16% 39 Water Skiing 2% 11 Fitness 13% 40 Motor Rallying 2% 12 Skittles 12% 41 Mountain Biking 2% 13 Athletics 12% 42 Horse Racing 2% 14 Horse Riding 11% 43 Fencing 2% 15 Boxing 10% 44 Hockey 2% 16 Aerobics 10% 45 Wind Surfing 2% 17 Handball 9% 46 Wrestling 2% 18 Gymnastics 8% 47 American Football 2% 19 Volleyball 7% 48 Karate 2% 20 Roller Skating/Rollerblading 7% 49 Judo 2% 21 Beach Volleyball 6% 50 Fishing 2% 22 Billiards 6% 51 Archery 1% 23 Ice Hockey 6% 52 Weight Training/Work Out 1% 24 Basketball 5% 53 Extreme Sports 1% 25 Motor-Cycle Racing 5% 54 Taek Wan Do 1% 26 High Diving 5% 55 Climbing/Mountaineering 1% 27 Table Tennis 5% 56 Rugby 1% 28 Chess 5% 57 Aikido 1% 29 Badminton 4% 58 Shooting 1% Source: BMRB

Tables 4.9 and 4.10 (overleaf) demonstrate that there are no major changes in the order of popularity of sports according to socio-economic grouping. The major sports such as football, swimming, cycling, motorsport and boxing etc tend to be similarly ranked in preference throughout the social groups. This is partly a result of Germany‟s class structure being weaker that those of other countries where culturally, different classes, have followed different sports.

It is only really in the sports that require a significant financial investments, such as sailing, that the differences in popularity between the socio-economic groups appear.

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Table 4.9. Public declared interest in sport – Socio-economic groups 1/2 - Germany

Socio-Economic Level 1 Socio-Economic Level 2 Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 97% 1 Any sports 97% 2 Football/Soccer 65% 2 Football/Soccer 60% 3 Swimming 54% 3 Swimming 52% 4 Motor Racing 51% 4 Cycling 47% 5 Cycling 47% 5 Motor Racing 45% 6 Ski Jumping 40% 6 Boxing 31% 7 Boxing 36% 7 Ski Jumping 30% 8 Skiing 34% 8 Skiing 28% 9 Tennis 29% 9 Dancing 21% 10 Fitness 24% 10 Tennis 21% 11 Athletics 24% 11 Fitness 19% 12 Motor-Cycle Racing 22% 12 Athletics 18% 13 Handball 21% 13 Motor-Cycle Racing 18% 14 Dancing 21% 14 Ice Skating 17% 15 Skittles 17% 15 Handball 17% 16 Ice Skating 16% 16 Skittles 16% 17 Billiards 16% 17 Ice Hockey 14% 18 Ice Hockey 15% 18 Basketball 12% 19 Table Tennis 14% 19 Volleyball 12% 20 Basketball 12% 20 Billiards 12% 21 Aerobics 12% 21 Horse Riding 10% 22 Horse Riding 12% 22 Beach Volleyball 10% 23 Chess 12% 23 Aerobics 10% 24 Marathon Running 11% 24 Table Tennis 9% 25 Volleyball 10% 25 Roller Skating/Rollerblading 9% 26 Roller Skating/Rollerblading 10% 26 Badminton 9% 27 Beach Volleyball 9% 27 Running 7% 28 Golf 9% 28 Golf 7% 29 Sailing/Motor Boating 9% 29 Snowboarding 7% 30 Motor Rallying 8% 30 Chess 7% 31 Squash 8% 31 High Diving 6% 32 Running 8% 32 Marathon Running 6% 33 Gymnastics 8% 33 Diving 6% 34 High Diving 7% 34 Fishing 6% 35 Snowboarding 7% 35 American Football 6% 36 Diving 5% 36 Squash 6% 37 Fencing 5% 37 Motor Rallying 5% 38 Weight Training/Work Out 5% 38 Surfing 5% 39 Water Skiing 5% 39 Gymnastics 5% 40 Snooker 5% 40 Hockey 4% 41 Fishing 5% 41 Sailing/Motor Boating 4% 42 Mountain Biking 5% 42 Mountain Biking 4% 43 Wrestling 4% 43 Weight Training/Work Out 4% 44 Horse Racing 4% 44 Wrestling 4% 45 Surfing 4% 45 Fencing 4% 46 Wind Surfing 4% 46 Snooker 4% 47 Badminton 3% 47 Water Skiing 3% 48 Taek Wan Do 3% 48 Wind Surfing 3% 49 Karate 3% 49 Karate 3% 50 Hockey 2% 50 Judo 3% Source: BMRB

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Table 4.10. Public declared interest in sport – Socio-economic groups 3/4 - Germany

Socio-Economic Level 3 Socio-Economic Level 4 Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 92% 1 Any sports 81% 2 Football/Soccer 56% 2 Football/Soccer 43% 3 Swimming 46% 3 Swimming 36% 4 Motor Racing 41% 4 Cycling 33% 5 Cycling 40% 5 Ski Jumping 31% 6 Ski Jumping 29% 6 Motor Racing 26% 7 Boxing 28% 7 Skiing 20% 8 Skiing 24% 8 Boxing 20% 9 Tennis 20% 9 Tennis 17% 10 Athletics 18% 10 Ice Skating 16% 11 Handball 16% 11 Athletics 15% 12 Ice Skating 16% 12 Handball 13% 13 Billiards 14% 13 Horse Riding 11% 14 Motor-Cycle Racing 14% 14 Motor-Cycle Racing 10% 15 Dancing 14% 15 Chess 10% 16 Ice Hockey 13% 16 Dancing 10% 17 Skittles 12% 17 Ice Hockey 9% 18 Basketball 10% 18 Billiards 9% 19 Fitness 10% 19 Skittles 8% 20 Horse Riding 9% 20 Gymnastics 7% 21 Chess 9% 21 Basketball 6% 22 Volleyball 9% 22 Golf 6% 23 Table Tennis 8% 23 Marathon Running 6% 24 Marathon Running 7% 24 Fitness 6% 25 Roller Skating/Rollerblading 7% 25 Volleyball 5% 26 Golf 6% 26 Table Tennis 5% 27 Gymnastics 6% 27 Beach Volleyball 5% 28 Motor Rallying 6% 28 High Diving 4% 29 Beach Volleyball 6% 29 Snowboarding 4% 30 American Football 5% 30 Fishing 4% 31 Fishing 5% 31 Motor Rallying 4% 32 Aerobics 5% 32 Fencing 4% 33 Snooker 5% 33 Diving 3% 34 High Diving 5% 34 Snooker 3% 35 Snowboarding 5% 35 Roller Skating/Rollerblading 3% 36 Squash 4% 36 Sailing/Motor Boating 3% 37 Running 4% 37 Horse Racing 3% 38 Weight Training/Work Out 4% 38 Squash 3% 39 Badminton 3% 39 American Football 3% 40 Sailing/Motor Boating 3% 40 Surfing 3% 41 Wrestling 3% 41 Badminton 3% 42 Karate 3% 42 Wrestling 3% 43 Diving 3% 43 Karate 3% 44 Mountain Biking 3% 44 Hockey 2% 45 Hockey 3% 45 Running 2% 46 Surfing 3% 46 Aerobics 2% 47 Fencing 3% 47 Water Skiing 2% 48 Judo 3% 48 Judo 2% 49 Horse Racing 2% 49 Wind Surfing 2% 50 Rugby 2% 50 Mountain Biking 2% Source: BMRB

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Chart 4.10. Public declared interest in sport by sport and by age group - Germany

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Golf Tennis

Sailing

Boxing

Cycling

Football Handball

Athletics Basketball

Ice Hockey

Ski Jumping Table Tennis Table

SkatingSpeed Downhill Skiing Downhill racing Motorcar Motorcycle racing Up to 29 years 30-49 years 50 years +

Source: SPORTFIVE

Although Chart 4.10 shows some similarities between France and Germany when interest is analysed according to age profile, there are also some significant differences.

As in France, youth interest is strong for football, motorsports and basketball. Similarly this interest drops dramatically for cycling.

What is most notable, however, is the very strong interest in athletics, ski-jumping cycling, tennis, skiing among the over 50 year old group. Unlike football, motorsports and boxing, the interest is not reciprocated by younger age groups, and only in part by those in the middle-age sector.

To an extent the sports could claim there is nothing to cause alarm. The interest levels among the over 50s are very high, often at around 60% for sports that are not normally considered to be particularly strong and the rights holders have done well to attract such interest.

There is also every reason to believe that as people age, their tastes change and there is good reason to believe that they will take an interest in the sports in question.

But consider the sports in question; ski-jumping, speed skating, skiing, tennis and athletics. None is considered an „old persons‟ sport as is perhaps the traditional image of golf or bowling. In most cases the successful athletes are young and fit.

As with cycling in France, the rights holders involved in these sports need to be proactive in ensuring that the younger generations start to take notice of their sport or the risk of decline Is inevitable.

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Great Britain

Public interest in sport in Great Britain again shows football at the top of the listings but, swimming apart, directly following this are a series of sports that are not of great interest elsewhere in Europe.

Snooker, for example, has a following in the Netherlands but beyond this, the only strong interest is in the Far East, most notably, Thailand and to a lesser extent China. Similarly cricket has a small following in the Netherlands but no real interest elsewhere in Europe. Indeed outside Britain‟s Commonwealth partners, there is virtually no interest at all globally.

Rugby Union is, again, a sport that is predominantly popular in British Commonwealth territories, although in Europe it is very well established in France and is growing in popularity in Italy. As analysed earlier in the section, golf is several times more popular in Great Britain than in any other European market.

The high ratings for cricket, rugby and golf have, to an extent squeezed other sports such as motorsport. There is an argument to say that Britain has more room for interest in these sports because its physical geography has meant that winter sports could not grow as a spectator sport. France, Italy and to a lesser extent Germany and Spain, have mountainous areas for winter sports to flourish.

Table 4.11 Public declared interest in sport - total population – Great Britain

Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 86% 27 Fishing 9% 2 Football/Soccer 50% 28 American Football 8% 3 Swimming 31% 29 Table Tennis 7% 4 Snooker 30% 30 Dancing 7% 5 Cricket 30% 31 Basketball 7% 6 Rugby Union 26% 32 Sailing/Motor Boating 7% 7 Athletics 24% 33 Chess 7% 8 Tennis 24% 34 Extreme Sports 7% 9 Golf 23% 35 Snowboarding 7% 10 Motor Racing 22% 36 Greyhound Racing 7% 11 Cycling 21% 37 Wrestling 6% 12 Darts 19% 38 Mountain Biking 6% 13 Rugby League 19% 39 Ice Hockey 6% 14 Horse Racing 18% 40 Billiards 5% 15 Boxing 17% 41 Squash 5% 16 Aerobics/Keep Fit 16% 42 Volleyball 4% 17 Marathon Running 15% 43 Hockey 4% 18 Skiing 14% 44 Shooting 4% 19 Running 13% 45 Surfing 4% 20 Motor-Cycle Racing 13% 46 Climbing/Mountaineering 4% 21 Badminton 13% 47 Stock-car Racing 4% 22 Ice Skating 12% 48 Roller Skating/Rollerblading 3% 23 Horse Riding 11% 49 Water Skiing 3% 24 Weight Training/Work Out 11% 50 Wind Surfing 3% 25 Bowls 11% 51 Bridge 2% 26 Motor Rallying 10% Source: BMRB

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Chart 4.11. Public declared interest in sport by level of interest - England

Not interested Very interested at all 29% 26%

Not very Quite interested interested 16% 29%

Source: SPORTFIVE

As discussed earlier in the section, Britain has a high level of respondents claiming to have no interest in sport according to SPORTFIVE‟s survey. The BMRB research suggests that the level of no interest is lower, but there is a clear pattern in comparison to Europe‟s major markets. The data is, to an extent balanced by the relatively large percentage who stated that they were either „Very‟ or „Quite‟ interested in sport.

Table 4.12. Public declared interest in sport – Men – Great Britain

Rank Sport Interest Rank Sport Interest Level Level 1 Any sports 91% 26 Chess 10% 2 Football/Soccer 63% 27 Aerobics/Keep Fit 10% 3 Snooker 41% 28 Sailing/Motor Boating 9% 4 Cricket 40% 29 Horse Riding 9% 5 Rugby Union 36% 30 Basketball 9% 6 Motor Racing 32% 31 Table Tennis 9% 7 Golf 31% 32 Extreme Sports 9% 8 Athletics 27% 33 Mountain Biking 8% 9 Swimming 27% 34 Ice Skating 8% 10 Tennis 25% 35 Greyhound Racing 8% 11 Rugby League 25% 36 Snowboarding 8% 12 Darts 25% 37 Wrestling 8% 13 Cycling 25% 38 Ice Hockey 7% 14 Boxing 25% 39 Squash 7% 15 Horse Racing 21% 40 Billiards 7% 16 Motor-Cycle Racing 19% 41 Shooting 6% 17 Marathon Running 16% 42 Surfing 5% 18 Skiing 15% 43 Climbing/Mountaineering 5% 19 Motor Rallying 15% 44 Volleyball 5% 20 Running 15% 45 Stock-car Racing 5% 21 Badminton 14% 46 Hockey 5% 22 Fishing 14% 47 Dancing 5% 23 Weight Training/Work Out 13% 48 Water Skiing 3% 24 Bowls 13% 49 Wind Surfing 3% 25 American Football 11% 50 Roller Skating/Rollerblading 3% Source: BMRB

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The difference between male and female declared interest in the UK is predictable. For women rugby, motorsport and golf drop down the rankings. In the top favoured women‟s sports, however, are tennis and athletics with aerobics/keep fit making seventh place with 21% interested. This is just over double the interest level of aerobics/keep fit for men where it is ranked 27th.

The findings mirror the general European pattern of women having a lower overall interest in sport, but the interest is more biased towards participation than among men.

Table 4.13. Public declared interest in sport – Women – Great Britain

Rank Sport Interest Rank Sport Interest Level Level 1 Any sports 80% 26 Motor-Cycle Racing 7% 2 Football/Soccer 38% 27 Greyhound Racing 5% 3 Swimming 35% 28 Sailing/Motor Boating 5% 4 Tennis 22% 29 Table Tennis 5% 5 Athletics 22% 30 Snowboarding 5% 6 Snooker 21% 31 Motor Rallying 5% 7 Aerobics/Keep Fit 21% 32 Extreme Sports 5% 8 Cricket 20% 33 Fishing 4% 9 Rugby Union 17% 34 Wrestling 4% 10 Cycling 16% 35 Basketball 4% 11 Horse Racing 15% 36 Chess 4% 12 Ice Skating 15% 37 Ice Hockey 4% 13 Golf 14% 38 American Football 3% 14 Marathon Running 14% 39 Billiards 3% 15 Motor Racing 13% 40 Mountain Biking 3% 16 Rugby League 13% 41 Surfing 3% 17 Skiing 13% 42 Hockey 3% 18 Darts 13% 43 Volleyball 3% 19 Horse Riding 13% 44 Roller Skating/Rollerblading 3% 20 Running 10% 45 Climbing/Mountaineering 3% 21 Boxing 10% 46 Squash 3% 22 Dancing 9% 47 Stock-car Racing 2% 23 Badminton 9% 48 Water Skiing 2% 24 Bowls 9% 49 Shooting 2% 25 Weight Training/Work Out 8% 50 Wind Surfing 2% Source: BMRB

An analysis of popularity of sport in Great Britain by socio-economic grouping is surprising in terms of the consistency of the rank placings among the different groups. It might have been expected that Britain‟s class system would have shown cricket and rugby right at the top of Group One but a long way down group four. This clearly has not happened although the percentages for such sports do drop off significantly in lower income groups. The explanation for this is that Britain does still have a traditional upper class. Its proportion of the top socio-economic group, however, has fallen significantly as the newly wealthy come from across the socio-economic spectrum and indeed from immigrants.

Arguably a more interesting insight is to look at the traditional working class sports such as darts and Rugby League. These feature very poorly in the upper socio-economic groups but remain strong in Group Four. It demonstrates that, whereas the traditional upper classes have been diluted by new money, there is still a sizeable working class, at least in terms of its traditional attitudes to sport. Rugby and cricket might have cascaded down the social spectrum to be accepted by all, but working class sports haven‟t made the reverse journey.

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Table 4.14. Public declared interest in sport – Socio-economic groups 1/2 - Great Britain

Socio-Economic Level 1 Socio-Economic Level 2 Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 95% 1 Any sports 90% 2 Football/Soccer 55% 2 Football/Soccer 54% 3 Swimming 49% 3 Swimming 40% 4 Cricket 42% 4 Cricket 35% 5 Rugby Union 40% 5 Rugby Union 33% 6 Tennis 37% 6 Snooker 31% 7 Athletics 35% 7 Tennis 29% 8 Cycling 34% 8 Athletics 29% 9 Golf 32% 9 Motor Racing 27% 10 Snooker 31% 10 Golf 27% 11 Motor Racing 29% 11 Cycling 26% 12 Aerobics/Keep Fit 26% 12 Rugby League 21% 13 Skiing 23% 13 Aerobics/Keep Fit 21% 14 Rugby League 22% 14 Skiing 19% 15 Marathon Running 21% 15 Boxing 18% 16 Weight Training/Work Out 19% 16 Darts 18% 17 Badminton 18% 17 Horse Racing 17% 18 Running 18% 18 Marathon Running 17% 19 Boxing 17% 19 Running 15% 20 Horse Racing 17% 20 Badminton 15% 21 Darts 15% 21 Motor-Cycle Racing 15% 22 Ice Skating 14% 22 Weight Training/Work Out 13% 23 Horse Riding 13% 23 Motor Rallying 13% 24 Motor-Cycle Racing 12% 24 Ice Skating 13% 25 Sailing/Motor Boating 11% 25 Horse Riding 12% 26 Motor Rallying 10% 26 Sailing/Motor Boating 10% 27 American Football 10% 27 Snowboarding 9% 28 Table Tennis 9% 28 Bowls 9% 29 Mountain Biking 9% 29 Fishing 9% 30 Chess 9% 30 Extreme Sports 9% 31 Squash 9% 31 American Football 8% 32 Bowls 8% 32 Table Tennis 8% 33 Dancing 8% 33 Mountain Biking 8% 34 Basketball 8% 34 Basketball 8% 35 Extreme Sports 7% 35 Dancing 7% 36 Snowboarding 7% 36 Chess 7% 37 Fishing 6% 37 Ice Hockey 7% 38 Ice Hockey 6% 38 Squash 6% 39 Greyhound Racing 6% 39 Greyhound Racing 6% 40 Climbing/Mountaineering 5% 40 Wrestling 5% 41 Hockey 5% 41 Climbing/Mountaineering 5% 42 Surfing 4% 42 Shooting 5% 43 Volleyball 4% 43 Surfing 5% 44 Billiards 4% 44 Billiards 4% 45 Wrestling 3% 45 Volleyball 4% 46 Shooting 3% 46 Hockey 4% 47 Bridge 3% 47 Stock-car Racing 4% 48 Roller Skating/Rollerblading 3% 48 Water Skiing 3% 49 Water Skiing 3% 49 Wind Surfing 3% 50 Wind Surfing 2% 50 Roller Skating/Rollerblading 3% Source: BMRB

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Table 4.15. Public declared interest in sport – Socio-economic groups 3/4 - Great Britain

Socio-Economic Level 3 Socio-Economic Level 4 Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 88% 1 Any sports 78% 2 Football/Soccer 51% 2 Football/Soccer 45% 3 Snooker 30% 3 Snooker 30% 4 Swimming 30% 4 Cricket 25% 5 Cricket 28% 5 Swimming 22% 6 Rugby Union 25% 6 Darts 20% 7 Motor Racing 24% 7 Rugby Union 20% 8 Athletics 23% 8 Athletics 20% 9 Tennis 22% 9 Horse Racing 19% 10 Golf 22% 10 Tennis 18% 11 Cycling 21% 11 Golf 18% 12 Darts 19% 12 Motor Racing 18% 13 Rugby League 19% 13 Rugby League 18% 14 Horse Racing 17% 14 Boxing 16% 15 Boxing 17% 15 Cycling 13% 16 Aerobics/Keep Fit 15% 16 Bowls 12% 17 Marathon Running 14% 17 Marathon Running 12% 18 Motor-Cycle Racing 14% 18 Motor-Cycle Racing 11% 19 Skiing 12% 19 Ice Skating 11% 20 Running 12% 20 Horse Riding 11% 21 Badminton 11% 21 Skiing 11% 22 Ice Skating 11% 22 Aerobics/Keep Fit 10% 23 Weight Training/Work Out 11% 23 Running 10% 24 Bowls 10% 24 Fishing 9% 25 Motor Rallying 10% 25 Badminton 8% 26 Horse Riding 10% 26 Motor Rallying 8% 27 Fishing 10% 27 Greyhound Racing 7% 28 Dancing 9% 28 Wrestling 7% 29 American Football 7% 29 Weight Training/Work Out 7% 30 Sailing/Motor Boating 7% 30 American Football 6% 31 Greyhound Racing 7% 31 Basketball 6% 32 Chess 7% 32 Chess 6% 33 Table Tennis 7% 33 Extreme Sports 6% 34 Basketball 6% 34 Dancing 6% 35 Extreme Sports 6% 35 Billiards 6% 36 Wrestling 6% 36 Table Tennis 6% 37 Snowboarding 6% 37 Snowboarding 5% 38 Ice Hockey 5% 38 Ice Hockey 5% 39 Mountain Biking 5% 39 Sailing/Motor Boating 5% 40 Billiards 5% 40 Mountain Biking 4% 41 Shooting 4% 41 Stock-car Racing 4% 42 Surfing 4% 42 Volleyball 4% 43 Squash 4% 43 Shooting 4% 44 Volleyball 4% 44 Hockey 4% 45 Stock-car Racing 3% 45 Squash 4% 46 Hockey 3% 46 Climbing/Mountaineering 3% 47 Climbing/Mountaineering 3% 47 Surfing 3% 48 Roller Skating/Rollerblading 3% 48 Roller Skating/Rollerblading 3% 49 Water Skiing 2% 49 Water Skiing 3% 50 Wind Surfing 2% 50 Wind Surfing 3% Source: BMRB

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Chart 4.12. Public declared interest in sport by sport and by age group - England

80 70

60 50

40 30

20 10

0

Golf

Rugby

Tennis

Sailing

Boxing Cricket

Cycling Football Athletics

racing Motorcar

Motorcycle racing

Snooker/Pool/Billiards Up to 29 years 30-49 years 50 years +

Source: SPORTFIVE

The most noticeable finding in the study of interest in sport by age group in England (SPORTFIVE‟s survey was not from across Britain) is the similarity between the middle and older age groups. There are a few minor differences where the older age group, with a significant proportion of retired people, clearly have more time to watch snooker and cricket in particular. Both sports last for long periods and television coverage for a single event often lasts for several days.

The resurgence of football in the Premiership era has clearly captured the interest of the younger age group but is not more popular than athletics and tennis among older respondents.

The two surprises among the younger group are the popularity of boxing and snooker. Snooker in particular has suffered from an image problem for many years. The sport was no longer attracting characters that the public could identify with and the tournament format was becoming stale and in need of modernising.

Many would argue that little has been done to address these problems and the results are unexpected. Similarly the strength of boxing‟s popularity among the younger age group is difficult to explain. To an extent it could be argued that the findings are more a reflection of the comparative weakness of the sport in older groups. At just under 50%, however, the interest level for the younger age group is high.

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Greece

Sport in Greece registers as lower in popularity than in most European countries. Although there are no overall figures available for Greece, a scan of the tables suggests that sports popularity is probably below the 78% average in those European markets surveyed.

That said, the declared interest in football at 63% is the highest result for any single sport in the survey. The other significant finding is that basketball is the number two sport. Basketball has long been popular in Greece and the country is one of the eight founding members of the international federation, FIBA.. Greece hosted the quadrennial FIBA World Championships in 1998 and the country was a silver medallist in 2006 and took fourth place in 1994 and 1998.

Team-based ball sports in Greece were boosted by the creation of multi-discipline sports clubs such as Olympiakos and Panathinaikos. Although these clubs are best known internationally for their football teams, they compete at professional level in other sports, most notably basketball and volleyball. This has helped to develop and promote these sports and is partly responsible for their high popularity rates.

Although athletics is ranked only 13th, it is important to bear in mind that field sports are given a separate category in Greece. Predictably the country that is the spiritual home of the Olympic movement, ranks the sport highly in third place.

Table 4.16 Public declared interest in sport - total population – Greece

Rank Sport Level of Rank Sport Level of Interest Interest 1 Football/Soccer 63% 11 Wrestling 2% 2 Basketball 31% 12 Boxing 2% 3 Field Events 14% 13 Athletics 1% 4 Motorsport (Cars) 10% 14 Baseball 1% 5 Gymnastics 8% 15 Rowing 1% 6 Volleyball 8% 16 Cycling 1% 7 Water Sports 5% 17 Fencing 1% 8 Motorsport (Bikes) 5% 18 Archery 1% 9 Weightlifting 4% 19 Handball 1% 10 Tennis 3% 20 Sailing 1% Source: BMRB

The difference in popularity between the sexes is small with motor sports featuring highly for men whereas for women gymnastics and water sports (water polo) make the top five.

Table 4.17. Public declared interest in sport – Men – Greece

Rank Sport Interest Rank Sport Interest Level Level 1 Football 88% 13 Athletics (Outside Field)2% 2 Basketball 44% 14 Baseball 1% 3 Car Races 18% 15 Fencing 1% 4 Field Events 17% 16 Cycling 1% 5 Volleyball 10% 17 Rowing 1% 6 Motorcylce Races 8% 18 Archery 1% 7 Water Sports 7% 19 Canoeing/Kayaking 1% 8 Weightlifting 6% 20 Sailing 1% 9 Gymnastics 6% 21 Badminton 1% 10 Tennis 3% 22 Handball 1% 11 Boxing 3% 23 Horse-Riding 1% 12 Wrestling 3% Source: BMRB

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Table 4.18. Public declared interest in sport – Women – Greece

Rank Sport Interest Rank Sport Interest Level Level 1 Football 37% 7 Car Races 2% 2 Basketball 17% 8 Tennis 2% 3 Field Events 11% 9 Weightlifting 2% 4 Gymnastics 9% 10 Motorcylce Races 1% 5 Water Sports 4% 11 Wrestling 1% 6 Volleyball 4% Source: BMRB

Declared interest by socio-economic groups shows very little variation in terms of sports ranking with the only minor difference of any significance being that gymnastics jumps one place above volleyball in the lower groups.

Other than that, Greece continues the Europe-wide trend of much higher levels of sports popularity in socio-economic groups one and two.

Table 4.19. Public declared interest in sport – Socio-economic groups 1/2 - Greece

Socio-Economic Level 1 Socio-Economic Level 2 Rank Sport Level of Rank Sport Level of Interest Interest 1 Football 73% 1 Football 70% 2 Basketball 43% 2 Basketball 39% 3 Field Events 21% 3 Field Events 19% 4 Car Races 17% 4 Car Races 13% 5 Volleyball 13% 5 Volleyball 10% 6 Water Sports 11% 6 Gymnastics 9% 7 Gymnastics 9% 7 Water Sports 7% 8 Motorcylce Races 8% 8 Motorcylce Races 7% 9 Weightlifting 7% 9 Weightlifting 6% 10 Tennis 5% 10 Tennis 3% 11 Wrestling 3% 11 Wrestling 2% 12 Boxing 2% 12 Boxing 2% 13 Athletics (Outside Field) 2% 13 Dk/Da 1% 14 Sailing 1% 14 Athletics (Outside Field) 1% 15 Rowing 1% 15 Baseball 1% 16 Archery 1% 16 Rowing 1% 17 Dk/Da 1% 17 Fencing 1% 18 Handball 1% 18 Cycling 1% 19 Badminton 1% 19 Archery 1% 20 Baseball 1% 20 Sailing 1% 21 Judo 1% 21 Handball 1% 22 Tae Kwon Do 1% 22 Canoeing/Kayaking 1% 23 Cycling 1% 23 Triathlon 1% 24 Triathlon 1% 24 Tae Kwon Do 1% 25 Horse-Riding 1% 25 Horse-Riding 1% 26 Canoeing/Kayaking 1% 26 Modern Pentathlon 1% Source: BMRB

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Table 4.20. Public declared interest in sport – Socio-economic groups 3/4 - Greece

Socio-Economic Level 3 Socio-Economic Level 4 Rank Sport Level of Rank Sport Level of Interest Interest 1 Football 68% 1 Football 55% 2 Basketball 32% 2 Basketball 24% 3 Field Events 14% 3 Field Events 9% 4 Car Races 11% 4 Car Races 7% 5 Gymnastics 8% 5 Gymnastics 6% 6 Volleyball 8% 6 Volleyball 5% 7 Water Sports 5% 7 Water Sports 4% 8 Motorcylce Races 5% 8 Motorcylce Races 3% 9 Weightlifting 4% 9 Weightlifting 3% 10 Tennis 3% 10 Tennis 2% 11 Dk/Da 2% 11 Dk/Da 2% 12 Boxing 2% 12 Boxing 1% 13 Wrestling 1% 13 Wrestling 1% 14 Athletics (Outside Field) 1% 14 Athletics (Outside Field) 1% 15 Fencing 1% 15 Fencing 1% 16 Cycling 1% 17 Handball 1% 18 Baseball 1% 19 Rowing 1% 20 Sailing 1% 21 Archery 1% Source: BMRB

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Italy

The Italian stereotype of sports fans with a big passion for football and motorsport is confirmed in the research results. As with all major European markets, football leads the rankings, but nowhere else does motorsport feature so highly. Indeed in Italy, motor racing (cars) is followed immediately by motorcycle racing. This is down to the popularity of MotoGP a sport dominated by Italy and Spain in terms of media coverage, teams, sponsors and to a lesser extent drivers.

Table 4.21. Public declared interest in sport - total population – Italy

Rank Sport Level of Rank Sport Level of Interest Interest 1 Interested in at least 1 TV sport 68% 15 Water polo 5% 2 Football 47% 16 Sailing 4% 3 No Interested In Sport 32% 17 Beach volley 4% 4 Motor Racing 30% 18 Marathon 3% 5 Motorcycling 26% 19 Rugby 3% 6 Cycle Racing 16% 20 Fencing 3% 7 Swimming 15% 21 Trot/gallop 2% 8 Athletics 14% 22 Judo/karate/martial art 2% 9 Tennis 13% 23 Trekking 2% 10 Skiing 12% 24 Alpinism/climbing 2% 11 Men's volleyball 11% 25 Golf 2% 12 Women's volleyball 10% 26 Bar Billiards 2% 13 Basketball 9% 27 Rowing 1% 14 Boxing 7% Source: BMRB

The overall level of interest in sport in Italy is quite high with 27% declaring „Very‟ and 43% „Quite‟ interested and few (6%) declaring to be „Not interested at all‟. This is roughly in line with the other big four European markets although the BMRB findings suggest that high interest levels are confined to a smaller number of sports. In Italy only three sports attract the interest of more than 20% of the population, whereas in Germany, France, Great Britain and Spain there is an average 11 sports with such levels of popularity.

Chart 4.13. Public declared interest in sport by level of interest - Italy

Not interested at all 6% Very interested Not very 27% interested 24%

Quite interested 43%

Source: SPORTFIVE

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Table 4.22. Public declared interest in sport –Men – Italy

Rank Sport Interest Rank Sport Interest Level Level 1 Interested in at least 1 TV sport 87% 15 Water polo 6% 2 Football 71% 16 Sailing 6% 3 Motor Racing 50% 17 Rugby 5% 4 Motorcycling 43% 18 Marathon 5% 5 Cycle Racing 26% 19 Beach volley 4% 6 Athletics 18% 20 Fencing 4% 7 Tennis 18% 21 Bar Billiards 3% 8 Skiing 17% 22 Judo/karate/martial art 3% 9 Swimming 15% 23 Golf 3% 10 Male volleyball 14% 24 Alpinism/climbing 2% 11 Basketball 13% 25 Trot/gallop 2% 12 Boxing 13% 26 Trekking 2% 13 No interested in sport 12% 27 Rowing 2% 14 Women's volleyball 8% Source: BMRB

Again differences in sports popularity rankings between men and women are not great with the motorsport events slipping slightly in the women‟s list to be replaced by swimming and volleyball. Men also show a much keener interest in cycling which helps to retain the country‟s reputation as one of the world‟s great cycling nations.

The big difference between the sexes, is again in overall interest. The BMRB figure rates this more highly overall than SPORTFIVE‟s research, but shows a gulf in interest between men and women. Significantly the Italian survey presented a „No interest in sport‟ option which ranked only 13th in the men‟s table but came top in the women‟s.

Table 4.22 also shows that rugby, very much a male sport, has not made a major impact among the Italian population. This is despite the strides that have been made in professionalism of the sport in the country and the relative recent successes of the national team.

Table 4.23. Public declared interest in sport – Women – Italy

Rank Sport Interest Rank Sport Interest Level Level 1 No interested in sport 52% 14 Water polo 3% 2 Interested in at least 1 TV sport 48% 15 Beach volley 2% 3 Football 24% 16 Sailing 2% 4 Swimming 14% 17 Fencing 2% 5 Motor Racing 12% 18 Trot/gallop 2% 6 Woman volley 10% 19 Boxing 2% 7 Motorcycling 10% 20 Marathon 2% 8 Athletics 9% 21 Trekking 1% 9 Skiing 8% 22 Judo/karate/martial art 1% 10 Tennis 8% 23 Alpinism/climbing 1% 11 Man volley 7% 24 Golf 1% 12 Cycle Racing 7% 25 Rugby 1% 13 Basketball 5% 26 Rowing 1% Source: BMRB

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Table 4.24. Public declared interest in sport – Socio-economic groups 1/2 - Italy

Socio-Economic Level 1 Socio-Economic Level 2 Rank Sport Level of Rank Sport Level of Interest Interest 1 Interested in at least 1 TV sport 81% 1 Interested in at least 1 TV sport 80% 2 Football 50% 2 Football 55% 3 Motor Racing 33% 3 Motor Racing 39% 4 Motorcycling 29% 4 Motorcycling 36% 5 Swimming 25% 5 Swimming 21% 6 Tennis 23% 6 No interested in sport 20% 7 Athletics 23% 7 Tennis 19% 8 Skiing 21% 8 Athletics 18% 9 No interested in sport 19% 9 Cycle Racing 18% 10 Men's volleyball 17% 10 Skiing 16% 11 Basketball 15% 11 Men's volleyball 16% 12 Cycle Racing 15% 12 Women's volleyball 16% 13 Women's volleyball 15% 13 Basketball 14% 14 Water polo 7% 14 Boxing 8% 15 Sailing 7% 15 Water polo 8% 16 Beach volleyball 6% 16 Beach volleyball 6% 17 Boxing 5% 17 Sailing 6% 18 Fencing 4% 18 Rugby 5% 19 Rugby 4% 19 Marathon 4% 20 Marathon 3% 20 Fencing 4% 21 Trekking 3% 21 Golf 3% 22 Alpinism/climbing 3% 22 Trekking 3% 23 Golf 3% 23 Bar Billiards 2% 24 Judo/karate/martial art 3% 24 Alpinism/climbing 2% 25 Trot/gallop 3% 25 Judo/karate/martial art 2% 26 Bar Billiards 2% 26 Trot/gallop 2% 27 Rowing 2% 27 Rowing 1% Source: BMRB

The most significant finding in the socio-economic analysis is that in the lowest group „No interest in sport‟ comes higher than any . In comparison, in group one it is 9th.

Indeed the top socio-economic group behaves more closely to European averages with seven sports attracting interest among more than 20% respondents in comparison to just three in Group 4.

What is interesting, however, is that ranking positions don‟t change significantly among the sports that require a significant financial investment to participate.

This is especially significant in skiing. The wealth distribution in Italy is widely accepted as being polarised on a North/South basis, with the majority of the high earners in the North.

Given that the major Alpine skiing centres are also in the North, there are effectively two reasons for skiing to be much more popular among the top socio-economic group. Although the findings do show that this is the case in terms of percentages (21% popularity in Group 1, and 8% in Group 4), this is in line with the general tail off in popularity levels. The sport has hardly slipped down the rankings at all, from eighth in Group 1 to 11th in Group 4.

The pattern is similar for sailing which is ranked 15th in Group 1 and 18th in Group 4 although arguably this is the result of population centres in the South having easier access to the sea.

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Unusually in a European context, there is one sport that doesn‟t lose any level of popularity in the lower socio-economic groups. Cycling is followed by 15% of respondents in both Groups 1 and 4 but actually rises slightly in Groups 2 and 3 (18% and 16% respectively). In this respect it is, arguably, the most democratic of sports in the country with a strong following throughout society, although the breakdown by age (overleaf) shows greater interest in the older generations.

The socio-economic analysis, however, confirms that Italy‟s lack of interest in golf is spread across the social spectrum. Even in Group One, where in other countries the sport might be considered an executive networking opportunity, interest is stuck at a lowly three per cent.

Although interest in football doesn‟t plummet in the lower down the socio-economic scale (40% in Group 4 compared to 50% in Group 1), it is not quite the „opium of the people‟ that it has been described in the past. This ranking, however, needs to take account of the much lower interest among women than men. A socio-economic Group 4 rating for men would probably find the sport well above 50%.

But even this could be in danger given the financial polarity of the country. With Italy‟s big southern clubs such as Napoli and Bari struggling to compete financially with the Northern powerhouses of Milan and , interest in the poorer regions of the country could tail off.

Table 4.25. Public declared interest in sport – Socio-economic groups 3/4 Italy

Socio-Economic Level 3 Socio-Economic Level 4 Rank Sport Level of Rank Sport Level of Interest Interest 1 Interested in at least 1 TV sport 71% 1 Interested in at least 1 TV sport 56% 2 Football 49% 2 No interested in sport 44% 3 Motor Racing 32% 3 Football 40% 4 Motorcycling 29% 4 Motor Racing 24% 5 No interested in sport 29% 5 Motorcycling 18% 6 Cycle Racing 16% 6 Cycle Racing 15% 7 Swimming 16% 7 Swimming 8% 8 Athletics 14% 8 Athletics 8% 9 Tennis 13% 9 Tennis 8% 10 Skiing 13% 10 Boxing 8% 11 Men's volleyball 12% 11 Skiing 8% 12 Women's volleyball 12% 12 Women's volleyball 5% 13 Basketball 9% 13 Men's volleyball 5% 14 Boxing 7% 14 Basketball 5% 15 Water polo 5% 15 Marathon 2% 16 Sailing 5% 16 Water polo 2% 17 Beach volleyball 4% 17 Fencing 2% 18 Marathon 3% 18 Sailing 2% 19 Rugby 3% 19 Trot/gallop 2% 20 Fencing 3% 20 Rugby 1% 21 Trot/gallop 2% 21 Beach volleyball 1% 22 Bar Billiards 2% 22 Judo/karate/martial art 1% 23 Alpinism/climbing 2% 23 Bar Billiards 1% 24 Judo/karate/martial art 2% 24 Alpinism/climbing 1% 25 Golf 2% 25 Rowing 1% 26 Trekking 2% 26 Trekking 1% 27 Rowing 1% 27 Golf 1% Source: BMRB

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Chart 4.14. Public declared interest in sport by sport and by age group - Italy

80

70 60

50

40 30

20

10

0

Golf

Rugby Tennis

Sailing

Cycling

Football Athletics

Volleyball Swimming Basketball

Downhill Skiing Downhill

racing Motorcar Motorcycle racing

Up to 29 years 30-49 years 50 years +

Source: SPORTFIVE

When analysed according to age groups, most sports show relatively little variation in popularity. The most significant finding, as discussed earlier is cycling‟s lower level of interest in younger age groups.

This result is almost identical to that in Europe‟s other great cycling nation, France and demonstrates the major challenge that the sport faces in attracting a new audience in the future.

Athletics in Italy is in a very similar position with much greater interest among the 30 plus age groups.

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Poland

Compared to other European markets, Poland shows a lower level of general interest in sport and no single sport achieves a particularly high rating. In the BMRB survey, the European countries featured all include one sport with an interest level above 45% and an average top rated value of 53%.

As in Poland, the majority of those countries place football in the number one position, but Poland‟s level of interest in the sport is by far the lowest at 35%. The country has witnessed severe problems in football recently including crowd violence and corruption allegations and this has led to relatively small crowds attending the top Polish league games. The country will be hoping to see changes since being awarded the joint rights to host Euro 2012 with Ukraine, and plans for a major stadium rebuilding programme have started.

The effect this had on the game in Britain were dramatic, and it almost certain that in Poland progress will also be made. The country is, however, still coming to grips with the commercial aspect of the modern sports industry. A great deal more needs to be done to ensure that investment in the administration and infrastructure is achieved for the country to compete on a pan-European level.

Table 4.26. Public declared interest in sport - total population – Poland

Rank Sport Level of Rank Sport Level of Interest Interest 1 Football 35% 14 Handball 5% 2 Ski jumping 28% 15 Tennis 4% 3 Figure skating/ ice skating 20% 16 Aerobics 4% 4 Volleyball 20% 17 Fishing 4% 5 Boxing 18% 18 Billiards 4% 6 Skiing 17% 19 Horse riding 3% 7 Athletics 16% 20 Wrestling 3% 8 Swimming 11% 21 Snooker 3% 9 Basketball 10% 22 Table tennis 2% 10 Speedway 9% 23 Other 2% 11 Car racing 9% 24 Marathon 2% 12 Cycling 6% 25 Golf 1% 13 Ice hockey 6% 26 Chess 1% Source: BMRB

Aside from football, it is winter sports that feature prominently in popularity with ski jumping and ice skating taking second and third place respectively and skiing the sixth most popular sport.

In ski jumping, a key reason for the popularity is the success of Adam Małysz in the ten years from 1997-2007. So far he has won 38 World Cup competitions (only Matti Nykänen of Finland, with 46 titles, has won more). Małysz was also the first ski jumper to win the World Cup three times in succession. Małysz‟s success built on the popularity of the sport established initially by Stanisław Marusarz in the 1930s, and more recently Wojciech Fortuna who won the Olympic Gold Medal in the Large Hill at the 1972 Winter Olympics in Sapporo.

The popularity of ice skating, on the other hand, is down to general interest rather than the emergence of national heroes. Indeed Poland has been unsuccessful in the modern era in producing World or Olympic champions in the sport.

Skiing is popular in the country mostly as a result of the country‟s extensive winter sports areas in both the Karkonosze and Tatra mountains. The country hasn‟t fared particularly well in FIS World Championship Alpine skiing events and lies 19th in the sport‟s all time medals table.

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Volleyball has long been a popular , the country was Olympic Men‟s Gold medallist in 1976 and lies eight overall in the sport‟s Olympic tables. In the World Championships, the men‟s team won Gold in 1974 and silver in 2006 and is ranked fifth in the all time medals table. The women‟s team success goes further back to silver in 1952 and bronze in 1962.

Boxing, in fifth place, has long been a popular sport in Poland and achieves high television ratings. The current number one boxer in the country is the former WBC world light-heavyweight champion Tomasz Adamek who lost his title in 2007. The country has produced several World and Olympic champions including Aleksy Antkiewicz, Andrzej Gołota, Dariusz Michalczewski, Jerzy Rybicki and Jan Antoni Szczepański.

Table 4.27. Public declared interest in sport – Men – Poland

Rank Sport Interest Rank Sport Interest Level Level 1 Football 52% 15 Figure / ice skating 6% 2 Ski jumping 33% 16 Wrestling 5% 3 Boxing 29% 17 Tennis 5% 4 Volleyball 23% 18 Billiards 5% 5 Skiing 20% 19 Snooker 4% 6 Athletics 18% 20 Table tennis 3% 7 Speedway 15% 21 Horse riding 2% 8 Car racing 14% 22 Other 2% 9 Basketball 13% 23 Marathon 2% 10 Cycling 10% 24 Golf 1% 11 Ice hockey 9% 25 Chess 1% 12 Swimming 9% 26 Aerobics 1% 13 Fishing 7% 27 Badminton <1% 14 Handball 7% 28 Squash <1% Source: BMRB

The most significant difference between male and female respondents in Poland the unsurprising finding that boxing ranks highly in the men‟s table at third, whereas the number one spot in the women‟s table is ice skating. For women, football is in third place with only 16% declaring an interest and the sports problems, already discussed will have contributed to this low standing.

Table 4.28. Public declared interest in sport – Women – Poland

Rank Sport Interest Rank Sport Interest Level Level 1 Figure / ice skating 33% 13 Cycling 3% 2 Ski jumping 24% 14 Car racing 3% 3 Football 16% 15 Tennis 3% 4 Athletics 14% 16 Handball 2% 5 Skiing 14% 17 Other 2% 6 Volleyball 14% 18 Billiards 2% 7 Swimming 12% 19 Ice hockey 2% 8 Aerobics 7% 20 Snooker 2% 9 Boxing 7% 21 Wrestling 1% 10 Basketball 6% 22 Fishing 1% 11 Horse riding 5% 23 Table tennis 1% 12 Speedway 4% 24 Marathon 1% Source: BMRB

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The importance of speedway in Poland is also of note being the seventh placed of favoured sports among men and one of the more active sports commercially. Indeed for both men and women, the sport is ahead of motor racing per se.

Table 4.29. Public declared interest in sport – Socio-economic groups 1/2 - Poland

Socio-Economic Level 1 Socio-Economic Level 2 Rank Sport Level of Rank Sport Level of Interest Interest 1 Football 43% 1 Football 43% 2 Ski jumping 36% 2 Ski jumping 34% 3 Volleyball 32% 3 Volleyball 27% 4 Figure / ice skating 27% 4 Figure / ice skating 23% 5 Skiing 23% 5 Boxing 21% 6 Athletics 23% 6 Athletics 21% 7 Boxing 17% 7 Skiing 20% 8 Swimming 16% 8 Swimming 15% 9 Basketball 16% 9 Car racing 14% 10 Car racing 14% 10 Basketball 13% 11 Speedway 10% 11 Speedway 12% 12 Tennis 10% 12 Ice hockey 7% 13 Billiards 8% 13 Cycling 7% 14 Snooker 8% 14 Tennis 6% 15 Ice hockey 8% 15 Billiards 6% 16 Cycling 7% 16 Handball 6% 17 Aerobics 6% 17 Aerobics 5% 18 Handball 6% 18 Fishing 5% 19 Horse riding 5% 19 Snooker 5% 20 Table tennis 3% 20 Horse riding 4% 21 Wrestling 3% 21 Wrestling 4% 22 Fishing 3% 22 Table tennis 3% 23 Other 3% 23 Other 3% 24 Marathon 2% 24 Marathon 2% 25 Golf 2% 25 Golf 1% 26 Chess 1% 26 Chess 1% 27 Badminton 1% 27 Badminton 1% Source: BMRB

There is relatively little difference in the rankings of the top sports according to socio-economic standings in Poland. Boxing moves up slightly among the lower groups whereas in the higher group skiing and athletics are preferred, Similarly speedway‟s ranking of eight among Group 4 is significantly higher than 11th in Group 1.

Of those sports that appeal to the wealthier sections of society in greater proportions to lower economic groups, the most notable are snooker and billiards. 8% show and interest in Group 1 whereas for Group 4 the figure is just 1%.

The European pattern of reduced interest in sport in lower socio-economic groups is maintained with six sports registering above 20% interest in Group 1 but only two achieving such levels in Group 4.

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Table 4.30. Public declared interest in sport – Socio-economic groups 3/4 - Poland

Socio-Economic Level 3 Socio-Economic Level 4 Rank Sport Level of Rank Sport Level of Interest Interest 1 Football 37% 1 Football 26% 2 Ski jumping 30% 2 Ski jumping 21% 3 Figure / ice skating 21% 3 Figure / ice skating 15% 4 Boxing 21% 4 Boxing 14% 5 Volleyball 20% 5 Volleyball 12% 6 Skiing 18% 6 Skiing 12% 7 Athletics 17% 7 Athletics 11% 8 Swimming 11% 8 Speedway 7% 9 Speedway 11% 9 Swimming 7% 10 Basketball 10% 10 Basketball 6% 11 Car racing 10% 11 Cycling 6% 12 Cycling 7% 12 Car racing 4% 13 Ice hockey 6% 13 Ice hockey 4% 14 Handball 5% 14 Handball 4% 15 Fishing 5% 15 Fishing 3% 16 Aerobics 5% 16 Aerobics 3% 17 Wrestling 4% 17 Wrestling 3% 18 Tennis 4% 18 Horse riding 2% 19 Horse riding 4% 19 Tennis 2% 20 Billiards 3% 20 Other 2% 21 Snooker 3% 21 Table tennis 2% 22 Table tennis 3% 22 Billiards 1% 23 Other 2% 23 Marathon 1% 24 Marathon 2% 24 Snooker 1% 25 Chess 1% 25 26 Golf 1% 26 27 Badminton 1% 27 Source: BMRB

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Spain

Spain‟s overall interest in sport at 77% in the BMRB research, is on par with the survey‟s European average of 78% and is therefore higher than the other „Mediterranean‟ countries; Italy and Greece. The country also has a greater depth of interest with 10 sports showing interest levels of 20% or above, compared to four in Italy and two in Greece. At 46% the country has the highest number of „Quite‟ interested respondents in the SPORTFIVE survey, although the number of „Very‟ interested is around the European average at 25%.

Table 4.31. Public declared interest in sport - total population – Spain

Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 77% 24 Weight Training/Work Out 11% 2 Football/Soccer 48% 25 Dancing 9% 3 Basketball 34% 26 Water Polo 9% 4 Swimming 32% 27 Fishing 9% 5 Motor Racing 28% 28 Martial Arts 9% 6 Tennis 27% 29 Hockey 8% 7 Motor-Cycle Racing 26% 30 Golf 8% 8 Cycling 24% 31 High Risk Sport: Parachuting etc. 8% 9 Athletics 23% 32 Roller Skating/Rollerblading 8% 10 Ice Skating 21% 33 Rugby 7% 11 Handball 20% 34 Climbing/Mountaineering 7% 12 Five Aside Football 19% 35 Scuba Diving 6% 13 Sports/Rhythmic Gym 18% 36 Surfing 6% 14 Skiing 16% 37 Snowboarding 6% 15 Chess 13% 38 Sailing/Motor Boating 5% 16 Motor Rallying 13% 39 Fencing 5% 17 Aerobics/Keep Fit 13% 40 Wind Surfing 5% 18 Table Tennis 13% 41 Water Skiing 4% 19 Volleyball 12% 42 Squash 4% 20 Mountain Biking 11% 43 Archery 4% 21 Marathon Running 11% 44 Racquet Ball 2% 22 Horse Riding 11% 45 Horse Racing 1% 23 Boxing 11% Source: BMRB

Chart 4.15. Public declared interest in sport by level of interest - Spain

Not interested at all Very interested 8% 25% Not very interested 21%

Quite

interested

46%

Source: SPORTFIVE

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Spain does, however, follow a similar pattern in terms of sports‟ rankings. Again football takes top sport followed by basketball (also second in Greece) with motor racing and motorcycle racing also highly ranked.

Motor racing, and Formula One in particular, have seen a surge in interest since the success of Fernando Alonso‟s back-to-back F1 World Drivers‟ Championships. MotoGP is, of course based in Spain and hosts three of the calendar‟s 18 Grands Prix at the Jerez, Catalunya and Valencia circuits.

The success of the World‟s number two seed, Rafael Nadal, has helped to increase interest in tennis in Spain and cycling maintains its popularity in part because the country hosts the Vuelta a España, one of Europe‟s „Grand Three Tours‟.

The most surprising finding, discussed at the beginning of the section is the very low score for golf in the country.

There are no major surprises in terms of different preferences between men and women. Football drops to second place in the women‟s list, replaced by the predominantly participation sport of swimming. Similarly, sports/rhythmic gymnastics and aerobics/keep fit also rank highly among women. Perhaps the biggest surprise in these tables is the high ranking for ice skating among women in a country with such a warm climate. As with all other countries surveyed, the levels of interest among men are higher than those for women except for those sports that are based purely on participation.

Table 4.32. Public declared interest in sport – Men – Spain

Rank Sport Interest Rank Sport Interest Level Level 1 Any sports 85% 24 Sports/Rhythmic Gym 12% 2 Football/Soccer 67% 25 Golf 12% 3 Basketball 45% 26 Horse Riding 12% 4 Motor Racing 41% 27 Hockey 12% 5 Motor-Cycle Racing 39% 28 Martial Arts 11% 6 Cycling 36% 29 Rugby 11% 7 Tennis 34% 30 High Risk Sport: Parachuting etc 10% 8 Swimming 31% 31 Climbing/Mountaineering 9% 9 Five Aside Football 31% 32 Scuba Diving 8% 10 Athletics 31% 33 Roller Skating/Rollerblading 8% 11 Handball 29% 34 Dancing 7% 12 Motor Rallying 21% 35 Surfing 7% 13 Skiing 19% 36 Aerobics/Keep Fit 7% 14 Boxing 17% 37 Snowboarding 7% 15 Mountain Biking 17% 38 Sailing/Motor Boating 6% 16 Chess 17% 39 Fencing 6% 17 Table Tennis 16% 40 Squash 6% 18 Marathon Running 16% 41 Archery 6% 19 Ice Skating 14% 42 Water Skiing 6% 20 Weight Training/Work Out 14% 43 Wind Surfing 5% 21 Volleyball 13% 44 Racquet Ball 3% 22 Fishing 13% 45 Horse Racing 1% 23 Water Polo 13% Source: BMRB

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Table 4.33. Public declared interest in sport – Women – Spain

Rank Sport Interest Rank Sport Interest Level Level 1 Any sports 68% 24 Water Polo 6% 2 Swimming 31% 25 Motor Rallying 6% 3 Football/Soccer 28% 26 Martial Arts 6% 4 Ice Skating 27% 27 High Risk Sport: Parachuting etc 5% 5 Sports/Rhythmic Gym 23% 28 Mountain Biking 5% 6 Basketball 21% 29 Climbing/Mountaineering 5% 7 Tennis 19% 30 Golf 5% 8 Aerobics/Keep Fit 18% 31 Scuba Diving 5% 9 Motor Racing 17% 32 Boxing 5% 10 Athletics 15% 33 Fishing 4% 11 Motor-Cycle Racing 14% 34 Surfing 4% 12 Cycling 13% 35 Sailing/Motor Boating 4% 13 Skiing 13% 36 Hockey 4% 14 Handball 10% 37 Snowboarding 4% 15 Horse Riding 10% 38 Fencing (ES,D) 4% 16 Dancing 10% 39 Wind Surfing 4% 17 Table Tennis 8% 40 Rugby 3% 18 Chess 8% 41 Water Skiing 3% 19 Volleyball 8% 42 Squash 3% 20 Roller Skating/Rollerblading 7% 43 Archery 3% 21 Marathon Running 7% 44 Racquet Ball 1% 22 Weight Training/Work Out 7% 45 Horse Racing 1% 23 Five Aside Football 6% Source: BMRB

An analysis of popularity according to socio-economic standing shows a strong degree of consistency between the different groups.

There are minor fluctuations among the major spectator sports, but nothing very significant and most are within the margin of statistical error. Tennis, for example, is ranked 5th in Group 1, 7th in Groups 2 and 3 but moves back up to 5th in Group 4.

Among the major sports, only athletics shows a steady decrease in interest going from 7th in Group 1 to 10th in Group 4.

In terms of positional rankings, the participation sports feature more highly among the higher Groups as expected and this is most notable for aerobics/keep fit.

Of some surprise in the rankings is that horse riding, traditionally the preserve of the wealthy, is ranked 15th in Group 4 and only 23rd in Group 1, although the actual interest in Group 1 is slightly higher.

As previously discussed, golf has not yet become a major sport in Spain and even in the top socio-economic group, where it might be expected to achieve a significant degree of interest. Here it languishes in 27th place just two places above its position in Group 4 and with just 12% interest.

Again the lower socio-economic groups show much less interest in sports overall, although the most popular sport, football, sees one of the lowest proportional drops in this respect with 53% interest in Group 1 and 40% in Group 4.

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Table 4.34. Public declared interest in sport – Socio-economic groups 1/2 - Spain

Socio-Economic Level 1 Socio-Economic Level 2 Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 87% 1 Any sports 86% 2 Football/Soccer 53% 2 Football/Soccer 55% 3 Swimming 46% 3 Basketball 40% 4 Basketball 45% 4 Motor Racing 39% 5 Tennis 37% 5 Swimming 38% 6 Motor Racing 34% 6 Motor-Cycle Racing 33% 7 Athletics 32% 7 Tennis 33% 8 Cycling 32% 8 Cycling 29% 9 Motor-Cycle Racing 29% 9 Athletics 29% 10 Ice Skating 25% 10 Ice Skating 24% 11 Handball 24% 11 Handball 24% 12 Sports/Rhythmic Gym 24% 12 Sports/Rhythmic Gym 22% 13 Skiing 23% 13 Five Aside Football 21% 14 Aerobics/Keep Fit 20% 14 Skiing 19% 15 Five Aside Football 20% 15 Motor Rallying 17% 16 Chess 18% 16 Chess 15% 17 Table Tennis 18% 17 Volleyball 15% 18 Motor Rallying 16% 18 Table Tennis 14% 19 Mountain Biking 16% 19 Weight Training/Work Out 14% 20 Weight Training/Work Out 14% 20 Aerobics/Keep Fit 14% 21 Marathon Running 13% 21 Marathon Running 13% 22 Water Polo 13% 22 Water Polo 12% 23 Horse Riding 13% 23 Boxing 12% 24 Volleyball 13% 24 Mountain Biking 12% 25 Dancing 12% 25 Horse Riding 11% 26 Rugby 12% 26 Dancing 11% 27 Golf 12% 27 Golf 10% 28 Martial Arts 11% 28 Martial Arts 10% 29 Climbing/Mountaineering 10% 29 High Risk Sport: Parachuting etc 9% 30 Hockey 10% 30 Fishing 9% 31 High Risk Sport: Parachuting etc 8% 31 Rugby 8% 32 Roller Skating/Blading 8% 32 Climbing/Mountaineering 8% 33 Fishing 8% 33 Hockey 7% 34 Boxing 8% 34 Roller Skating/Blading 7% 35 Scuba Diving 7% 35 Surfing 7% 36 Snowboarding 7% 36 Scuba Diving 7% 37 Surfing 7% 37 Snowboarding 6% 38 Sailing/Motor Boating 6% 38 Sailing/Motor Boating 6% 39 Racquet Ball 6% 39 Wind Surfing 5% 40 Squash 5% 40 Fencing (ES,D) 5% 41 Fencing (ES,D) 5% 41 Water Skiing 4% 42 Water Skiing 4% 42 Squash 4% 43 Wind Surfing 4% 43 Archery 4% 44 Archery 4% 44 Racquet Ball 3% 45 Horse Racing 1% 45 Horse Racing 1% Source: BMRB

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Table 4.35. Public declared interest in sport – Socio-economic groups 3/4 - Spain

Socio-Economic Level 3 Socio-Economic Level 4 Rank Sport Level of Rank Sport Level of Interest Interest 1 Any sports 81% 1 Any sports 64% 2 Football/Soccer 50% 2 Football/Soccer 40% 3 Basketball 35% 3 Basketball 24% 4 Swimming 33% 4 Swimming 23% 5 Motor Racing 32% 5 Tennis 20% 6 Motor-Cycle Racing 30% 6 Cycling 19% 7 Tennis 27% 7 Motor Racing 19% 8 Cycling 25% 8 Motor-Cycle Racing 19% 9 Athletics 25% 9 Ice Skating 18% 10 Ice Skating 22% 10 Athletics 16% 11 Handball 21% 11 Handball 15% 12 Five Aside Football 20% 12 Five Aside Football 14% 13 Sports/Rhythmic Gym 18% 13 Sports/Rhythmic Gym 14% 14 Skiing 17% 14 Skiing 11% 15 Motor Rallying 15% 15 Horse Riding 10% 16 Aerobics/Keep Fit 14% 16 Boxing 9% 17 Chess 14% 17 Chess 9% 18 Table Tennis 13% 18 Mountain Biking 9% 19 Marathon Running 13% 19 Aerobics/Keep Fit 8% 20 Boxing 13% 20 Motor Rallying 8% 21 Mountain Biking 12% 21 Marathon Running 8% 22 Volleyball 12% 22 Table Tennis 8% 23 Horse Riding 11% 23 Fishing 7% 24 Fishing 10% 24 Weight Training/Work Out 7% 25 Weight Training/Work Out 10% 25 Volleyball 7% 26 Martial Arts 10% 26 Hockey 7% 27 Dancing 10% 27 Roller Skating/Blading 7% 28 High Risk Sport: Parachuting etc 10% 28 Water Polo 7% 29 Water Polo 9% 29 Golf 6% 30 Golf 9% 30 Martial Arts 6% 31 Roller Skating/Blading 9% 31 Dancing 6% 32 Hockey 9% 32 Rugby 5% 33 Climbing/Mountaineering 8% 33 High Risk Sport: Parachuting etc 5% 34 Scuba Diving 7% 34 Climbing/Mountaineering 5% 35 Rugby 7% 35 Scuba Diving 5% 36 Surfing 7% 36 Sailing/Motor Boating 5% 37 Snowboarding 6% 37 Fencing (ES,D) 4% 38 Fencing (ES,D) 6% 38 Surfing 4% 39 Sailing/Motor Boating 5% 39 Water Skiing 4% 40 Wind Surfing 5% 40 Wind Surfing 4% 41 Water Skiing 5% 41 Snowboarding 4% 42 Archery 5% 42 Squash 4% 43 Squash 4% 43 Archery 3% 44 Horse Racing 1% 44 Horse Racing 1% 45 Racquet Ball 1% 45 Racquet Ball 1% Source: BMRB

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Chart 4.16. Public declared interest in sport by sport and by age group - Spain

80

70

60

50 40

30

20

10

0

Golf Tennis

Sailing

Cycling

Football Handball

Athletics

Swimming Basketball

Gymnastics

Downhill Skiing Downhill

racing Motorcar Motorcycle racing

Up to 29 years 30-49 years 50 years +

Source: SPORTFIVE

Analysis of Spain‟s interest level by age follows some familiar patterns seen across Europe. Athletics and cycling again appeal much more to the older groups than to the young and in Spain the same applies to gymnastics and swimming.

One surprising finding, is that interest in basketball among the young is lower than for either of the 30 plus groups. This is in sharp contrast to Germany and France in particular but also in Italy. In these countries, basketball is clearly seen as a sport that appeals predominantly to the young.

Although interest in the sport overall in Spain is higher than in all the countries surveyed, the lead in the level of interest among lower age groups is very slender. This should be of concern to those running the sport in Spain and throughout Europe. If the sport is to prosper, it is vital that arguably the strongest nation on the continent needs to maintain a youthful image and attract new young fans.

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Sweden

There is a marked contrast in the declaration of interest in sport between Swedish respondents and those from other European countries surveyed. In Sweden the top ten positions are dominated by participation and winter sports. Of the big sports, only football, at number seven, makes the list with traditional spectator favourites such as tennis, cycling, motorsport, athletics and golf either well down the list or not even making the top 20.

The popularity of winter sports is, of course, to be expected in a Nordic country. This is arguably boosted by the quality of training facilities in the country which ensure that winter sports athletes can compete successfully at the highest level and thus further boost interest among the population.

What is most worthy of comment is how highly participation activities have fared. The explanation is largely down to Sweden‟s very high standard of living – all the European surveys have shown the higher socio-economic groups having a high interest in participation activities. It is also in part the result of Sweden having a much less urban population than the other markets surveyed. As a result Swedes have a much stronger interest in outdoor pursuits

For those not familiar with the sport, bandy is a form of ice hockey in which a ball is used instead of a puck.

Table 4.36. Public declared interest in sport - total population – Sweden

Rank Sport Level of Rank Sport Level of Interest Interest 1 Exercising 62% 11 Sailing 15% 2 Sports On TV/Read About Sports 43% 12 Indoor Bandy 13% 3 Work-Out With Weights 28% 13 Golf 12% 4 Downhill Skiing 28% 14 Adventure Sports 12% 5 Sporting Event Visits 28% 15 Tennis 10% 6 Gym/Work-Out 27% 16 Trot/Gallop 10% 7 Football/Soccer 26% 17 Horse Riding 10% 8 Ice Hockey 25% 18 Marshal Arts 9% 9 Cross-Country Skiing 22% 19 Skin-Diving 8% 10 Fishing 16% Source: BMRB

There are few significant differences between men and women in terms of interest with the exception that football is ranked in second place for men but drops to 10th among women. Fishing, as might be expected is also well down the women‟s list.

Table 4.37. Public declared interest in sport – Men – Sweden Rank Sport Interest Rank Sport Interest Level Level 1 Sports On Tv/Read About Sports 58% 10 Sailing 17% 2 Football 38% 11 Golf 16% 3 Sporting Event Visits 38% 12 Adventure Sports 16% 4 Ice Hockey 36% 13 Tennis 14% 5 Downhill Skiing 32% 14 Trot/Gallop 13% 6 Work-Out With Weights 27% 15 Gym/Work-Out 12% 7 Fishing 27% 16 Skin-Diving 10% 8 Cross-Country Skiing 22% 17 Marshal Arts 9% 9 Indoor Bandy 17% 18 Horse Riding 4% Source: BMRB

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What is most remarkable in the gender comparison is the high level of sports interest among women. This is much higher than in most of the European countries surveyed although many of those high rankings are in participation activities. The BMRB research has shown that women across Europe tend to have a stronger propensity to take an interest in sports in which they participate. It is therefore not surprising that in a country with such a strong outdoor and fitness culture, women should have a high overall level of interest.

Table 4.38. Public declared interest in sport – Women – Sweden

Rank Sport Interest Rank Sport Interest Level Level 1 Exercising 68% 11 Sailing 12% 2 Gym/Work-Out 40% 12 Golf 8% 3 Sports On Tv/Read About Sports 28% 13 Trot/Gallop 7% 4 Work-Out With Weights 27% 14 Fishing 7% 5 Downhill Skiing 23% 15 Adventure Sports 6% 6 Cross-Country Skiing 22% 16 Indoor Bandy 6% 7 Sporting Event Visits 17% 17 Marshal Arts 6% 8 Horse Riding 15% 18 Tennis 5% 9 Ice Hockey 14% 19 Skin-Diving 4% 10 Football 13% 20 Hunting 3% Source: BMRB

What is also noteworthy in the findings are the low levels of interest in team sports. Football, as discussed makes the top ten for both men and women, but other than that only ice hockey and its relative bandy make the top 20.

Obviously this finding is again mostly down to the emphasis on sport as a personal fitness/ recreational pursuit. It is a lot easier for families to participate in individual sports than to become members of a team.

Ice hockey‟s strong showing is in part the result of the country‟s winter sports heritage. The country has, however, been very successful in international competition having won the IIHF World Championship eight times and being runner up on 18 occasions. In the all time medal tables, it is third behind Canada and USSR although significantly four of its gold medals have come since the USSR disbanded. Conversely, if the Czech Republic‟s and Czechoslovakia‟s medals were added, Sweden would drop a further place.

Sweden is, however, the current Olympic champion at the event and also won gold in 1994. The men‟s team was ranked number one in the world in 2007.

Sweden‟s women‟s team has also achieved notable successes although major international events started more recently. The Women‟s IIHF World Championship was launched in 1990 and Sweden has come third on two occasions and fourth on four. Women‟s ice hockey was introduced to the Olympic Winter Games in 1998. Sweden won bronze in 2002 and silver in 2006. In 2007, Sweden‟s women‟s team was ranked third in the World.

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SECTION FIVE. LIVE SPORTS ATTENDANCE IN EUROPE

Football

Attendance at major international football tournaments varies significantly according to the capacity of stadia and geographic location of the event. In the FIFA World Cup, for example, Germany 2006 saw very high crowds because of the large average capacity of the stadia. In France 1998, similar crowds would have been achieved had the stadia been bigger. The same is true for the European Championship in which demand tends to outstrip supply, particularly in Belgium/Holland 2000 which was ideally positioned to attract fans from Germany, France and England as well as the host nations.

Table 5.1. FIFA World Cup Finals Average Attendance 1990 - 2006

Host Year Average Number of Total Attendance Matches Attendance Germany 2006 52,491 64 3,359,439 Japan/S Korea 2002 42.274 64 2,705,536 France 1998 43,517 64 2,785,100 USA 1994 68,991 52 3,587,538 Italy 1990 48,411 52 2,517,348

Table 5.2. UEFA European Championship Finals Average Attendance 1996 - 2004

Host Year Average Number of Total Attendance Matches Attendance

Portugal 2004 37,445 31 1,160,802 Belgium/Holland 2000 36,464 31 1,130,400 England 1996 41,290 31 1,280,000

The Champions League has seen a steady increase in attendance in recent years partly as a result of major clubs such as Arsenal, Bayern Munich and Manchester United increasing the size of their stadia. UEFA has also worked hard to improve the branding of the competition and has removed one of the group phases to create a stronger „knockout‟ format. This has undoubtedly led to more excitement in matches and has made live attendance more compelling for fans.

Table 5.3. UEFA Champions League Average Attendance 2002/03 – 2006/07

Season Average Number of Total Attendance Matches Attendance 2006/07 44,514 125 5,564,269 2005/06 41,950 125 5,243,784 2004/05 38,695 125 4,875,049 2003/04 35,950 125 4,529,641 2002/03 41,132 157 6,457,721

Table 5.4. UEFA Cup Average Attendance 2003/04 – 2006/07

Season Average Number of Total Attendance Matches Attendance 2006/07 18,814 221 4,157,894 2005/06 17,421 221 3,850,041 2004/05 18,599 221 4,110,379 2003/04 20,028 103 2,062,884

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Table 5.5a. UEFA Champions League Average Attendance by Club 2002/03 – 2006/07

Club Country 2002/03 2003/04 2004/05 2005/06 2006/07 Average Total Average Total Average Total Average Total Average Total AC Milan 1899 Ita 72,611 617,194 47,132 235,660 62,101 434,704 59,211 355,268 51,227 358,589 AC Sparta Praha Cze 17,994 71,974 14,711 44,132 12,382 37,145 AEK Athinon Gre 12,888 38,663 10,238 30,713 40,990 122,969 AJ Auxerre Fra 16,105 48,315 Ajax Ned 47,294 331,057 49,365 148,095 49,185 147,555 46,631 186,522 Arsenal Eng 35,196 211,175 35,009 175,043 35,022 140,089 41,743 292,139 59,975 239,899 AS Monaco de Monte Carlo Fra 20,823 145,759 15,581 62,324 AS Roma Ita 44,070 264,417 12,684 38,053 48,032 240,161 Besiktas JK Istanbul Tur 31,379 94,137 Borussia Dortmund Ger 49,483 296,900 Celtic Sco 58,941 176,822 58,740 176,219 58,832 235,328 Chelsea Eng 38,013 228,076 39,254 235,523 36,788 147,151 37,114 222,681 Club Brugge KV Bel 26,904 80,712 27,505 82,514 28,133 83,260 CSKA Moskva Rus 23,432 70,295 24,551 73,653 Dynamo Kylv Ukr 73,000 219,000 79,250 237,750 FC Artmedia Petrzalka Svk 14,356 43,069 FC Barcelona Esp 67,260 470,820 67,579 270,317 81,618 571,324 85,626 342,503 FC Basel Sul 29,667 178,001 FC Bayern München Ger 40,667 122,000 54,500 218,000 54,400 272,000 65,882 263,527 65,400 327,000

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Table 5.5b. UEFA Champions League Average Attendance by Club 2002/03 – 2006/07

Club Country 2002/03 2003/04 2004/05 2005/06 2006/07 Average Total Average Total Average Total Average Total Average Total FC Girondins de Bordeaux FC Fra 25,964 77,892 FC København Den 39,680 119,040 FC Porto Por 41,800 292,603 37,504 150,015 38,855 116,565 41,014 164,057 FC Shcalke 04 Ger 53,804 161,412 FC Steaua Bucuresti Rom 24,155 72,464 FC Thun Sul 31,011 93,032 Fenerbahçe SK Istanbul Tur 36,701 110,104 44,298 132,895 Feyenoord Ned 42,317 126,951 FK Dynamo Kiev Ukr 78,333 235,000 36,667 110,000 FK Partizan Beograd Serb 31,441 94,323 FK Shakhtar Donets'k Ukr 24,780 74,340 25,400 76,200 FK Spartak Moskva Rus 35,333 106,000 Galatasary SK Tur 19,760 59,279 47,929 143,787 48,018 144,053 Hamburger SV Ger 48,999 146,998 Internazionale FC 1908 Ita 52,628 421,027 34,033 102,099 46,356 231,778 23,000 115,000 29,487 117,948 Juventus FC Ita 41,359 351,552 17,231 68,924 29,334 146,668 25,416 127,081 KRC Genk Bel 22,173 66,520 Lille Olympique SC Fra 59,269 177,807 36,512 146,048 Liverpool Eng 40,093 120,278 38,703 270,920 42,543 170,172 46,640 326,482

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Table 5.5c. UEFA Champions League Average Attendance by Club 2002/03 – 2006/07

Club Country 2002/03 2003/04 2004/05 2005/06 2006/07 Average Total Average Total Average Total Average Total Average Total Lokomotiv Moskva Rus 23,500 141,000 26,750 107,000 Maccab I Haifa Isr 13,622 40,866 Maccabi Tel- Aviv Isr 20,340 61,019 Manchester United Eng 66,260 463,821 66,849 267,397 66,849 267,394 64,736 194,209 74,081 444,484 Newcastle United 45,266 271,594 Olympiakos SF Peiraia Gre 13,303 39,909 13,005 39,014 32,782 98,345 30,337 91,011 31,101 93,304 Olympique Lyonnais de Lyon Fra 37,803 113,410 38,740 193,699 39,416 197,080 39,437 197,186 39,786 159,144 Olympique de Marseille Fra 54,935 164,804 Panathinaikos AO Athinon Gre 28,408 94,690 11,959 35,878 45,000 135,000 Paris Saint- Germain FC Fra 40,629 121,886 PFK Levski Sofia Bul 36,504 109,511 PSV Ned 27,700 83,100 28,167 84,500 31,758 190,550 33,250 133,000 33,340 166,700 Rangers Sco 48,425 145,275 49,040 196,159 RC de Lens Fra 39,008 117,023 RC Deportivo de La Coruña Esp 26,127 156,761 26,079 156,473 17,473 52,418 RCD Celta de Vigo Esp 20,803 83,212

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Table 5.5d. UEFA Champions League Average Attendance by Club 2002/03 – 2006/07

Club Country 2002/03 2003/04 2004/05 2005/06 2006/07 Average Total Average Total Average Total Average Total Average Total Real Betis Balompié Esp 37,333 112,000 Real Madrid CF Esp 67,233 537,862 59,429 297,144 67,193 268,772 69,796 279,182 71,854 287,416 Real Sociedad FC Esp 29,148 116,591 Rosenborg BK Nor 20,999 62,996 20,912 62,736 21,053 63,160 RSC Anderlecht Bel 22,053 66,158 21,519 64,556 21,649 64,947 R Standard de Liège Bel 21,027 63,081 SK Rapid Wein Aus 46,600 139,800 SL Benefica Por 54,237 271,186 45,918 137,753 Spartak Moskva Rus 8,500 25,500 Sporting CP Por 29,239 87,717 SS Lazio Ita 32,670 98,010 SV Werder Bremen Ger 36,761 147,044 37,919 151,677 36,855 110,654 TSV Bayer 04 Leverkussen Ger 22,500 135,000 22,500 90,000 Udinese Calcio Ita 28,133 84,398 Valencia CF Esp 35,003 245,019 35,945 107,835 41,708 208,540 VfB Stuttgart Ger 46,919 187,677 Villarreal FC Esp 22,917 137,500

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Table 5.6. English Premier League Average/Peak Attendance 2000/01 to 2006/07

Year 2000/01 2001/02 2002/03 2003/04 20054/05 2005/06 2006/07 Average Gate 32,907 34,448 35,464 34,978 33,890 33,864 34,363 % Change 7.8 4.7 3.1 -1.4 -3.2 -0.01 1.5 Highest Attendance 67,637 67,688 67,721 67,748 67,989 73,006 76,098

Table 5.7. French La Ligue Average/Peak Attendance 2000/01 to 2006/07

Year 2000/01 2001/02 2002/03 2003/04 20054/05 2005/06 2006/07 Average Gate 22,613 21,452 19,757 19,944 21,392 21,576 21,947 % Change 3.4 -5.1 -7.9 0.9 6.2 0.9 1.7 Highest Attendance 55,000 58,000 56,529 56,207 57,041 57,609 57,376

Table 5.8. German Bundesliga 1 Average/Peak Attendance 2000/01 to 2006/07

Year 2000/01 2001/02 2002/03 2003/04 20054/05 2005/06 2006/07 Average Gate 30,755 32,651 33,794 36,513 37,771 40,745 39,975 % Change -1.4 6.2 3.5 8 0.8 7.9 -1.9 Highest Attendance 69,000 69,000 69,000 81,500 83,000 81,264 81,000

Table 5.9. Italian Serie A Average/Peak Attendance 2000/01 to 2006/07

Year 2000/01 2001/02 2002/03 2003/04 20054/05 2005/06 2006/07 Average Gate 29,598 26,019 25,474 25,469 25,472 21,698 18,473 % Change -1 -12.1 -2.1 0 0 -14.8 -14.9 Highest Attendance 81,954 81,691 78,843 78,334 79,775 79,706 78,921

Table 5.10. Dutch Eredivisie Average/Peak Attendance 2000/01 to 2006/07

Year 2000/01 2001/02 2002/03 2003/04 20054/05 2005/06 2006/07 Average Gate 15,407 15,529 16,255 15,879 16,237 16,805 18,078 % Change 9.6 0.8 4.7 -2.3 1.6 3.5 7.6 Highest Attendance 52,200 45,757 50,777 51,344 50,765 50,150 50,649

Table 5.11. Portuguese Average/Peak Attendance 2000/01 to 2006/07

Year 2000/01 2001/02 2002/03 2003/04 20054/05 2005/06 2006/07 Average Gate 7,382 8,098 7,012 7,934 10,624 10,600 10,636 % Change -14.5 9.7 -13.4 13.2 12.2 -0.2 0.3 Highest Attendance 80,000 80,000 54,000 65,000 64,000 63,489 62,756

Table 5.12. Spanish La Liga Average/Peak Attendance 2000/01 to 2006/07

Year 2000/01 2001/02 2002/03 2003/04 20054/05 2005/06 2006/07 Average Gate 24,408 26,193 28,593 28,650 28,401 29,029 28,486 % Change -9.5 7.3 10.4 0.2 -1.5 2.2 -1.9 Highest Attendance 98,000 95,000 98,152 92,524 97,905 98,295 97,823

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Chart 5.1 demonstrates the growth in live attendance in Germany throughout the 2000s with a very slight fall in 2006/07. The main reason for the growth in German attendance has been the investment in new stadia and facilities in the run up to the 2006 FIFA World Cup. Attending football in Germany, however, is less costly than the other major European leagues with tickets for top clubs starting at around €15 whereas in England, for example, prices start at roughly double this amount.

The English Premier League, the best supported in 2002/03, has seen a minor decline in recent years because of the dominance of a group of top clubs. Middle ranking clubs have seen gates fall with fans realising that they have little chance of success and the promotion of smaller clubs such as Wigan, Reading and Watford in recent seasons has also brought average gates down. The increase is 2006/07 is mainly down to Arsenal‟s new Emirates Stadium opening which increased the club‟s capacity by 20,000 per match and additional capacity at Manchester United‟s Old Trafford stadium.

Chart 5.1. Average Attendance of Europe’s Premier Leagues 2000/1 to 06/07

45000

40000 Germany Bundesliga

35000 England Premiership

30000 Spain La Liga

25000 France Ligue 1 20000 Italy Serie A 15000

10000 Netherlands Eredivisie

5000 Portugal Liga

0 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07

The most notable change is the fall in attendance in Italy‟s Serie A. This has been evident since the turn of the decade as English and Spanish clubs have become more competitive in terms of attracting top players. The lustre of Italian football has been further tarnished by crowd violence and the match rigging scandal that saw Juventus relegated for the 2006/07 season.

The French Ligue 1 has been performing well since the national team‟s World Cup (1998) and European Championship (2000) victories with slight dips in 2002/03 and 2003/04. French clubs are, however, performing well in European competition and increasingly having the financial means to attract top players.

The Dutch and Portuguese leagues have also seen a steady increase in attendance in recent years. Portugal had the boost of new stadia built for Euro 2004, which has delivered a significant boost to attendances throughout the league.

In the Netherlands the 2006/07 season in particular enjoyed a thrilling climax with three clubs, PSV Einhoven (eventual winners), Ajax and AZ all battling for the title until the final day of the season.

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Table 5.13 English Premier League Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 Arsenal 38,184 0.50% 38,359 60,045 57.3% 60,132 Aston Villa 34,112 -8.70% 42,551 36,214 6.2% 42,551 Birmingham City 27,392 -4.80% 29,312 22,274 -18.7% 29,431 Blackburn Rovers 21,015 -5.80% 29,142 21,275 1.2% 29,342 Bolton Wanderers 25,455 -2.10% 29,504 23,606 -7.3% 27,229 Charlton Athletic 26,196 -0.80% 27,111 26,195 0% 27,111 Chelsea 41,902 0.10% 42,321 41,542 -0.9% 41,953 Everton 36,860 0.10% 40,158 36,739 -0.3% 40,004 Fulham 20,606 3.90% 22,486 22,279 8.1% 24,554 Liverpool 44,236 3.90% 44,983 43,561 -1.5% 44,403 Manchester City 42,856 -5.20% 47,192 39,997 -6.7% 47,244 Manchester United 68,765 1.50% 73,006 75,286 10.3% 76,098 Middlesbrough 28,463 -11.10% 31,908 27,730 -2.6% 32,013 Newcastle United 52,032 0.40% 52,327 50,686 -2.6% 52,305 Portsmouth 19,840 -1.20% 20,240 19,862 .1% 20,223 Sunderland 33,904 17.60% 44,003 31,887 -5.9% 44,448 Tottenham Hotspur 36,074 0.40% 36,247 35,739 -0.9% 36,170 West Bromwich Albion 25,404 -2.20% 27,623 20,472 -19.4% 26,606 West Ham United 33,743 23.10% 34,970 34,719 2.9% 34,977 Wigan Athletic 20,233 75.00% 25,023 18,159 -10.3% 24,726 Total 33,864 -0.10% 73,006 34,363 1.5% 76,098

Table 5.14 English Championship Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 Brighton & Hove Albion 6,802 5.80% 7,999 5,993 -11.9% 7.749 Burnley 12,462 0.00% 17,912 11,956 -4.1% 15,061 Cardiff City 11,720 -9.70% 16,403 15,223 29.9% 20,109 Coventry City 21,180 32.00% 26,851 20,342 -4.0% 27,212 Crewe Alexandra 6,732 -9.10% 8,942 5,461 -18.9% 7,632 Crystal Palace 19,457 -19.30% 23,843 17,541 -9.8% 21,523 Derby County 24,166 -4.20% 30,391 25,945 7.4% 31,920 Hull City 19,841 10.10% 23,486 18,758 -5.5% 25,512 Ipswich Town 24,253 -5.50% 29,184 22,445 -7.5% 28,355 Leeds United 22,355 -23.50% 27,843 21,613 -3.3% 31,269 Leicester City 22,234 -7.90% 25,578 23,206 4.4% 30,457 Luton Town 9,139 15.10% 10,248 8,580 -6.1% 10,260 Millwall 9,529 -18.20% 13,209 9,234 -3.1% 12,547 Norwich City 24,952 2.50% 27,470 24,545 -1.6% 25,476 Plymouth Argyle 13,776 -16.10% 17,726 13,012 -5.5% 17,088 Preston North End 14,619 5.30% 19,350 14,430 -1.3% 19,603 Queens Park Rangers 13,441 -16.30% 16,152 12,936 -3.8% 16,741 Reading 20,207 17.70% 23,845 23,289 17.9% 24,122 Sheffield United 23,650 20.70% 30,558 30,512 29.0% 32,604 Sheffield Wednesday 24,853 7.60% 33,439 23,638 -4.9% 29,103 Southampton 23,614 -22.90% 30,173 23,556 -0.2% 32,008 Stoke City 14,738 -10.40% 27,443 15,749 6.9% 23,017 Watford 15,450 8.10% 19,842 18,751 21.4% 19,830 Wolverhampton 23,624 -11.30% 27,980 20,968 -11.2% 28,016 Wanderers Total 17,616 1.20% 33,439 18,221 3.4% 44,448

387

Table 5.15 French La Ligue 1 Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 AJ Auxerre 10,669 -6.20% 19,980 10395 -2.60% 19415 Ajaccio AC 3,409 12.00% 4,783 2265 -33.60% 5246 AS de Monaco FC 11,065 -6.00% 17,596 11048 -0.20% 17324 AS Nancy-Lorraine 17,164 42.10% 20,064 18334 6.80% 200077 AS Saint-Etienne 29,627 -0.90% 43,921 29383 -0.80% 35201 ES Troyes Aube- 13,803 57.50% 19,825 12700 -8.00% 18579 Champagne FC Girondins de 24,247 3.30% 32,765 24901 2.70% 32253 Bordeaux FC FC Metz 16,040 -11.90% 22,689 12288 -23.40% 22680 FC Nantes Atlantique 29,450 -4.20% 37,260 30159 2.40% 35828 FC Sochaux- 14,257 -9.10% 18,770 14676 2.90% 19990 Montbéliard Le Mans UC 72 11,331 51.30% 16,531 11333 0 15976 Lille Olympique SC 13,221 -0.80% 17,274 14561 10.10% 17355 Olympique de Marseille 49,625 -6.40% 57,609 51604 4.00% 57376 Olympique GC Nice 11,552 0.30% 14,283 11336 -1.90% 15030 Olympique Lyonnais 38,465 2.50% 40,426 38546 0.20% 40363 Paris Saint-Germain 40,486 8.90% 43,906 36361 -10.20% 44431 RC de Lens 34,184 -2.20% 40,591 34362 0.50% 40567 RC de Strasbourg 19,024 9.10% 26,022 15570 -18.20% 27102 Stade Rennais FC 25,001 6.70% 29,490 25135 0.50% 29425 Toulouse FC 18,909 -19.00% 28,524 21571 14.10% 35164 Total 21,576 0.90% 57,609 21947 1.70% 57.376

Table 5.16 French La Ligue 2 Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 Amiens SCF 7,564 6.20% 10,788 7,841 3.7% 11,305 Clermont Foot 4,972 -1.40% 8,446 4,069 -18.2% 8.047 CS Sedan-Ardennes 11,470 18.00% 23,130 14,130 23.2% 22,779 Dijon FCO 4,780 1.50% 7,461 5,150 7.7% 7.049 En Avant Guingamp 9,348 -11.50% 15,592 8,899 -4.8% 11,863 FC Gueugnon 4,103 9.30% 7,038 3,409 -16.9% 6,947 FC Istres Ouest 3,413 -50.80% 3,978 4.004 17.3% 5,961 Provence FC Lorient BS 8,652 4.90% 14,852 13,587 57.0% 15,752 FC Sète 74 2,226 48.20% 5,789 1,111 -50.1% 2,700 Grenoble Foot '38 5,730 18.00% 6,374 5,773 .8% 8,035 La Berrichonne de 6,912 3.90% 10,000 6,842 -1.0% 11,175 Châteauroux Le Havre AC 8,790 18.90% 12,715 10,194 16.0% 14,786 Montpellier-Hérault SC 5,892 -10.20% 10,860 7,058 1.8% 18,403 SC de Bastia 4,614 -11.50% 10,254 3,300 -28.5% 5.352 Stade Brestois '29 6,190 -15.70% 8,290 5,962 -3.7% 9,508 Stade de Reims 5,129 -11.60% 6,888 6,484 26.4% 8,678 Stade Lavallois 4,692 -0.40% 7,882 4,819 2.7% 13.285 Mayenne FC Stade Malherbe Caen 12,920 -34.80% 20,376 16,204 25.4% 20,886 US Créteil-Lusitanos 3,852 113.10% 6,266 3,513 -8.8% 5.591 Valenciennes FC 8,679 49.50% 11,283 14,814 70.7% 16,513 Total 6,496 -1.40% 23,130 6,813 4.9% 27,102

388

Table 5.17. German Bundesliga 1 Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 BV 09 Borussia 72,627 -6.00% 81,264 72,799 .2% 81.000 Dortmund DSC Arminia Bielefeld 21,957 -2.00% 26,601 23,127 5.3% 26,602 FC Bayern München 67,641 26.90% 69,901 68,674 1.5% 69.000 FC Kaiserslautern 33,044 -7.50% 50,754 31,674 -4.1% 48,500 FC Köln 48,941 28.20% 50,000 41,900 -14.4% 49,500 FC Nürnberg VfL 32,606 7.50% 47,250 41,621 27.6% 47.000 FC Schalke 04 61,299 -0.10% 61,524 61,348 .1% 61,482 FSV Mainz 05 20,165 0.00% 20,300 20,212 .2% 20,300 Hamburger SV 52,629 7.80% 57,000 55,867 6.2% 57.000 Hannoverscher SV 38,430 6.80% 49,000 38,726 .8% 49.000 Hertha BSC Berlin 46,703 -3.70% 74,000 48,704 4.3% 74,500 Meidericher SV 25,128 49.80% 31,502 18.028 -28.3% 31,500 Duisburg SG Eintracht Frankfurt 41,863 76.20% 50,000 47,625 13.8% 51,500 SV Bayer 04 22,176 -1.30% 22,500 22,412 1.1% 22,500 Leverkussen SV Werder Bremen 39,534 -0.80% 42,100 40,871 3.4% 42,100 VfB Stuttgart 1893 38,824 -6.10% 56,000 45,765 17.9% 57.000 VfL 1945 Wolfsburg 22,002 -8.50% 30,000 22,327 1.5% 30.000 VfL Borussia 47,834 -2.70% 54,019 47,488 -0.7% 54,067 Mönchengladbach Total 40,745 7.90% 81,264 39,975 -1.9% 81,000

Table 5.18. German Bundesliga 2 Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 Braunschweiger TSV 18,165 33.40% 22,100 15,553 -14.4% 21,500 Eintracht FC Dynamo Dresden 15,188 -7.00% 22,389 13,291 -12.5% 19,103 FC Energie Cottbus 11,183 10.00% 22,450 16,216 45.0% 22,450 FC Erzgebirge Aue 11,335 -10.90% 15,000 11,568 2.0% 16,000 FC Hansa Rostock 14,853 -25.00% 26,000 19,494 31.2% 29,000 FC Saarbrücken 8,006 -17.30% 17,500 3,941 -50.8% 8,300 Karlsruher SC 17,184 27.60% 32,331 24,782 44.2% 32,306 LR Ahlen 4,536 -11.10% 7,500 2,646 -41.7% 4,188 Offenbacher FC 10,246 53.70% 16,739 11,173 9.0% 18,100 Kickers 1901 SC Freiburg 1904 13,906 -39.10% 20,000 16,224 16.7% 24,500 SC Paderborn 07 6,560 91.80% 9,322 6,138 -6.4% 10,165 SC Wacker 4,973 -10.00% 10,050 5,740 15.4% 11,000 Burghausen Sportfreunde Siegen 9,185 50.00% 17,775 4,826 -47.5% 8.049 1899 SpVgg. Gruether Fürth 7,100 -20.70% 10,900 7,909 11.4% 14,000 SpVgg. Unterhaching 4,671 -2.00% 13,000 4,982 6.7% 14,000 1925 TSV Alemannia 19,019 -1.00% 21,452 20,841 9.6% 22,800 TSV München 1860 41,932 114.10% 66,000 35,965 -14.2% 69,000 VfL Bochum 18,185 -31.40% 25,347 24,947 37.2% 31,328 Total 13,124 -2.50% 66,000 16,698 27.2% 69.000

389

Table 5.19. Italian Serie A Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 AC Chievo Verona 8,589 -29.00% 26,289 6,366 -25.9% 12,706 AC Fiorentina 33,044 -3.40% 43,950 28,307 -14.3% 41,578 AC Milan 1899 59,993 -5.70% 79,706 47,117 -21.5% 78,921 AC Siena 8,724 -7.80% 15,007 7,994 -8.4% 14,027 AS Livorno Calcio 1915 12,489 -18.50% 16,304 8,026 -35.7% 13,209 AS Roma 39,726 -20.00% 68,816 38,719 -2.5% 61,292 Ascoli Calcio 1898 11,154 83.00% 22,919 6,829 -38.8% 15,004 Cagliari Calcio 10,475 -22.90% 25,134 10,520 .4% 20,000 Empoli FC 1920 6,725 68.10% 13,454 5,069 -24.6% 11,783 FC Messina 20,975 -29.50% 30,550 10,934 -47.9% 17,521 Juventus FC 30,469 15.30% 56,488 18,085 -40.6% 21,953 nternazionale FC 1908 51,371 -10.30% 78,606 48,284 -6.0% 64,758 Parma AC 14,372 2.30% 23,116 14,644 1.9% 20,488 Reggina Calcio 12,552 -22.80% 40,000 12,579 .2% 20,835 SS Lazio 27,872 -25.70% 60,040 25,048 -10.1% 60,815 Treviso FC 1909 5,885 46.60% 17,389 3,532 -40.0% 9,748 UC Sampdoria 22,688 -4.10% 35,369 19,036 -16.1% 27,519 Udinese Calcio 16,447 4.00% 21,596 14,646 -11.0% 19,969 US Città di Palermo 27,924 -16.00% 33,149 23,800 -14.8% 34,261 US Lecce 1908 12,495 -22.50% 24,941 6,188 -50.5% 16,452 Total 21,698 -14.80% 79,706 18,473 -14.9% 78,921

Table 5.20. Italian Serie B Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 AC Arezzo 1923 5,086 -8.50% 7,509 4,135 -18.7% 9,435 AC Cesena 1940 7,647 0.70% 12,130 8,561 12.0% 18,913 Atalanta Bergamo 10,126 -31.10% 18,957 11,601 14.6% 23,799 Calcio 1907 Bari AS 4,848 -0.90% 7,310 7,679 58.4% 24,924 Bologna FC 1909 10,919 -42.50% 30,000 10,949 .3% 33.000 Calcio 1911 4,491 -42.00% 8,365 3,772 -16.0% 8,583 CC Catania 14,446 61.80% 21,327 9,370 -35.1% 19,366 FC Crotone Calcio 5,221 21.40% 8,243 5,800 11.1% 10,047 Hellas Verona FC 8,606 -21.40% 20,069 9,444 9.7% 22,500 Mantova Calcio 1994 8,448 104.10% 13,926 8,605 1.9% 14,882 FC 1912 7,576 -4.30% 11,179 8,509 12.3% 12,552 Pescara Calcio 3,376 -13.00% 5,266 3,299 -2.3% 17,503 Piacenza FC 4,744 -39.30% 7,545 4,711 -0.7% 18,444 Rimini Calcio FC 1912 6,138 40.60% 9,350 6,903 12.5% 10,460 Ternana Calcio 3,974 2.20% 4,746 4,853 17.4% 9,500 Torino FC 24,995 149.90% 37,450 20,576 -17.7% 23,695 UC Albinoleffe 1998 1,477 -14.20% 5,680 2,351 59.2% 16,741 US Avellino 1912 6,521 -9.20% 8,699 5,053 -22.5% 10,955 US Catanzaro 1929 5,513 -14.10% 8,500 2,171 -60.6% 3,500 US Cremonese 3,327 0.90% 7,100 1,382 -58.5% 1,920 US Triestina 5,717 -9.70% 8,500 7,563 32.3% 24,710 Vicenza Calcio 1902 5,315 -29.60% 8,818 5,704 7.3% 8,058 Total 7,205 4.90% 37,450 8,560 18.8% 59,406

390

Table 5.21.Netherlands Eredivisie Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 ADO Den Haag 6,808 7.00% 10,150 7,001 2.8% 8,814 Ajax 47,281 -2.70% 50,150 48,610 2.8% 50,649 AZ Alkmaar 8,426 1.90% 8,747 15,980 89.6% 17,000 FC Groningen 15,594 30.30% 20,000 19,182 23% 19,880 FC Twente 13,101 -0.10% 13,900 13,163 0.5% 13,250 FC Utrecht 19,546 -0.30% 24,500 20,005 2.3% 24,000 Feyenoord 39,824 4.00% 45,000 40,912 2.7% 46,000 NAC Breda 14,525 15.70% 16,385 14,876 2.4% 16,580 NEC 11,900 0.90% 12,500 12,015 1.0% 12,500 PSV 33,082 4.40% 34,700 33,656 1.7% 35,100 RBC Roosendaal 4,344 -10.30% 5,000 3,624 -16.6% 5,000 RKC Waalwijk 5,695 -2.00% 7,400 5,841 2.6% 7,200 Roda JC 13,006 2.30% 16,200 14,399 10.7% 18,000 SC Heerenveen 20,453 10.90% 21,000 25,471 24.5% 26,000 SC Heracles Almelo 8,324 45.80% 8,800 8,419 1.1% 8,630 Sparta Rotterdam 8,954 55.70% 11,000 9,950 11.1% 10,800 Vitesse 19,501 3.70% 24,400 20,179 3.5% 24,250 Willem II 12,123 -3.00% 14,100 12,527 3.3% 14,700 Total 16,805 3.50% 50,150 18,078 7.6% 50,649

Table 5.22.Netherlands Eerste Divisie Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 VBV De Graafschap 7,548 -32.00% 8,500 8,744 15.8% 11,500 MVV 4,811 22.20% 7,844 5,236 8.8% 7,823 AGOVV Apeldoorn 2,068 5.20% 2,850 1,991 -3.7% 2,375 BV Veendam 2,993 1.70% 4,650 2,964 -1.0% 3,810 Cambuur Leeuwarden 3,600 -13.20% 7,683 3,413 -5.2% 4,312 FC Den Bosch 3,462 -40.90% 4,430 4,004 15.7% 4,870 FC Dordrecht 1,498 -21.90% 2,365 2,355 57.2% 3,617 FC Eindhoven 1,709 5.20% 2,525 1,705 -0.2% 3,211 FC Emmen 3,762 1.10% 7,239 3,430 -8.8% 5,211 FC Omniworld 1,899 NEW 2,950 1,754 -7.6% 2,750 FC Volendam 2,709 -4.10% 3,426 2,662 -1.7% 3,478 FC Zwolle 3,269 -15.10% 5,430 3,217 -1.6% 6,500 Fortuna Sittard 2,629 -21.30% 6,531 3,400 29.3% 6,953 Go Ahead Eagles 2,880 5.00% 4,656 4,569 58.7% 6,890 Helmond Sport 2,957 1.20% 4,500 2,917 -1.4% 3,860 HFC Haarlem 1,876 -3.00% 2,315 1,850 -1.4% 3,860 SBV Excelsior 1,990 26.90% 3,600 3,212 61.4% 3,654 Stormvogels Telstar 1,397 -9.80% 1,987 1,589 13.7% 2,969 Combi. TOP Oss 1,579 2.30% 2,785 1,953 23.7% 2,654 VVV Venlo 4,789 5.50% 6,000 4,284 -10.5% 5,810 Total 2,971 -3.50% 8,500 3,283 10.5% 11,500

391

Table 5.23. Portuguese Liga Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 A Académica de 9,865 5.40% 26,118 8,751 -11.3% 19,464 Coimbra A Naval 1º Maio 2,101 NEW 6,000 1,963 -6.6% 5,000 Boavista FC 4,694 -48.60% 9,500 4,703 .2% 17,500 CD Nacional Madeira 1,935 4.10% 3,000 1,920 -0.8% 3,000 CF Estrela da Amadora 1,865 NEW 5,000 2,154 15.5% 7,650 CF Os Belenenses 5,365 33.10% 16,000 4,007 -25.3% 10,000 CS Marítimo 4,324 11.40% 10,000 4,167 -3.6% 10,000 FC de Penafiel 2,253 -45.30% 8,000 FC do Porto 38,679 7.30% 50,109 38,781 .3% 50,428 FC Paços de Ferreira 3,076 NEW 5,000 3,267 6.2% 8,000 Gil Vicente FC 4,495 1.40% 10,653 Rio Ave FC 2,824 -22.00% 6,000 SC de Braga 11,550 2.20% 25,000 12,229 5.9% 29,931 SL Benfica 43,057 22.80% 63,489 39,010 -9.4% 62,756 Sporting CP 31,640 5.90% 48,018 33,285 5.2% 44,042 UD de Leira 3,256 -35.70% 16,796 2,763 -15.1% 11,433 Vitória FC Setúbal 3,835 -29.10% 8,000 3,427 -10.7% 6,372 Vitória SC Guimarães 15,979 5.10% 23,183 Total 10,600 -0.20% 63,489 10,636 .3% 62,756

Table 5.24. Scottish Premier League Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 Aberdeen 12,728 -6.3% 18,182 12,475 -2.0% 20,045 Celtic 58,150 0.4% 60,100 57,928 -0.4% 59,659 Dundee United 8,198 -0.2% 12,404 7,147 -12.8% 12,329 Dunfermline 6,197 0.1% 9,481 6,106 -1.5% 8,561 Falkirk 5,516 40.2% 6,500 5,387 -2.3% 7,245 Hearts 16,767 36.6% 17,379 16,937 1.0% 17,369 Hibernian 13,567 8.2% 17,180 14,587 7.5% 16,747 Inverness CT 5,061 24.4% 7,512 4,879 -3.6% 7,522 Kilmarnock 7,071 19.2% 12,426 7,564 7.0% 13,623 Livingston 4,938 -4.3% 9,481 1,896 -61.6% 2,669 Motherwell 6,250 -10.2% 11,503 5,877 -6.0% 11,745 Rangers 49,245 1.2% 49,792 49,955 1.4% 50,488 Saint Mirren 3,798 16.8% 7,629 5,609 47.7% 10,251 Total 16,174 3.3% 60,100 16,194 0.1% 59,659

392

Table 5.25. Spanish La Liga Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 Athletic Club de Bilbao 36,895 13.80% 40,000 37,692 2.2% 39,000 CA Osasuna Pamplona 16,063 7.30% 19,517 16,495 2.7% 18,120 Cádiz CF 18,505 20.80% 22,087 17,333 -6.3% 20,000 CD Málaga 19,316 -12.40% 25,000 13,813 -28.5% 20,000 Club Atlético de Madrid 38,684 -9.10% 60,000 41,714 7.8% 56,000 Deportivo Alavés 13,691 19.30% 17,047 5,251 -61.6% 7,302 FC Barcelona 73,225 -0.20% 98,295 74.381 1.6% 97,823 Getafe CF 12,763 -0.40% 15,500 11,071 -13.3% 14,000 RC Deportivo de La 19,105 -11.90% 34,000 18,627 -2.5% 34,600 Coruña RCD Celta de Vigo 16,947 35.30% 30,000 12,808 -24.4% 25,000 RCD Espanyol 22,337 -7.20% 48,950 19,948 -10.7% 33,052 Real Betis Balompié 38,421 15.50% 45,000 38,643 .6% 45,000 Real CD Mallorca 15,847 2.90% 20,500 16,537 3.2% 21,000 Real Madrid CF 71,544 -0.50% 80,000 71,833 .4% 78,000 Real RC de Santander 14,720 9.40% 20,670 15,906 8.1% 19,241 Real Sociedad FC 22,524 6.80% 38,472 21,936 -2.6% 31,450 Real Zaragoza 28,158 -9.00% 32,000 27,429 -2.6% 34,000 Sevilla FC 40,247 1.80% 45,000 43,154 7.2% 45,500 Valencia CF 43,105 1.60% 51,000 41,308 -4.2% 52,000 Villarreal CF 18,487 1.50% 23,000 18,286 -1.1% 22,000 Total 29,029 2.20% 98,295 28,486 -1.9% 97,823

Table 5.26. Spanish La Liga 2 Attendance by Club 2005/06 – 2006/07

Club 2005/06 2006/07 Average Change Highest Average Change Highest from 04/05 from 05/06 Albacete Balompié 7,261 -43.70% 10,128 5,703 -21.5% 8,237 CD Castellón 10,252 NEW 15,800 9,733 -5.1% 13,500 CD Málaga-2 3,333 -30.80% 8,000 CD Numancia de Soria 5,429 -31.80% 8,000 5,000 -7.9% 8,000 CD Tenerife 8,391 3.30% 15,500 10,489 25.0% 18,302 CF 2,381 -33.30% 8,000 3,447 44.8% 11,000 Club Gimnàstic de 8,283 18.20% 11,500 12,692 53.2% 14,500 Tarragona Club Polideportivo 4,286 -9.90% 6,000 4,260 -0.6% 5,500 CF 7,726 -10.70% 17,200 6,743 -12.7% 14,757 Hércules CF 8,071 NEW 11,500 7,795 -3.4% 9,500 Levante UD 11,234 -33.80% 23,988 14,889 32.5% 21,004 Lorca Deportiva CF 6,205 NEW 7,500 4,618 -25.6% 7,000 Racing Club de Ferrol 3,976 -17.90% 8,000 Real Madrid CF-2 2,207 NEW 10,000 3,556 61.1% 6,000 CF 5,217 26.90% 8,000 11,646 123.2% 24,958 Real Sporting Gijón 8,810 -20.40% 13,000 11,627 32.0% 15,000 Real Valladolid CF 7,986 -10.70% 10,800 9,075 13.6% 11,700 Recreativo de Huelva 11,418 1.70% 20,000 18,515 62.2% 20,096 SD Eibar 2,051 -21.90% 3,000 UD Almería 6,210 13.10% 15,000 7,921 27.6% 14,000 UE Lleida 3,843 -5.60% 10,400 Xérez CD 10,481 0.60% 16,300 8,784 -16.2% 14,500 Total 6,593 -12.50% 23,988 7,924 20.2% 24,958

393

Motorsport

Attendance at major motorsport events regularly represents the largest daily gathering in one place in sport. Although more spectators might watch the Tour de France in a single day, they are spread across a much larger area and, of course, they do not pay.

For major Formula One and MotoGP events, it is not unusual to achieve crowds in excess of 150,000 on a race day and a cumulative total of more than 250,000 over a race weekend. The figures must, however, be taken in context. In most of the countries featured, there is only a single F1 and MotoGP Grand Prix per year. Large crowds, therefore, congregate because a Grand Prix represents a special occasion in the sporting calendar for motorsport fans. Were events to take place more regularly in each country, it is likely that crowds would be much smaller.

Complete and accurate attendance data for motorsport is notoriously difficult to obtain. Governing bodies and circuits have traditionally not published crowd sizes although MotoGP rights holder, Dorna has recently become more open on the subject and included attendance data in its sales literature.

The data available in Tables 5.26 and 5.27 shows that both Formula One and MotoGP attract extraordinarily large crowds. MotoGP is particularly popular in Spain and Italy, the home of many teams and riders and as such this has seen the sport‟s popularity peak in the two countries. The sport is, however, showing growth in attendance in all markets where data is available and this suggests that the recent increase in the promotion of the sport is having an effect.

Formula One, on the other hand, has traditionally seen very large crowds throughout Europe, especially in the home nations of top teams and drivers. In Spain, for example, Formula One trailed MotoGP in popularity until Fernando Alonso‟s World Driver‟s Championship victories in 2005 and 2006. This has provided a massive boost to the sport in terms of public interest with spectator numbers at the Catalunya circuit nearly doubling in the hope of seeing home grown success.

Beyond Europe, however, live attendance is still patchy at some of the newer Grand Prix circuits, such as Bahrain and Malaysia. In both countries attendances have been sluggish and the national government has intervened to help promote interest and ensure respectable crowds attend the events.

In traditional non-European markets, Formula One remains very popular with very large crowds attending Grands Prix in Australia, Brazil, Canada and Japan.

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Table 5.27. Formula One Attendance 2004-2007

Country Circuit 2004 2005 2006 2007 Race Race Race Race Sat Day Total Sat Day Total Sat Day Total Sat Day Total Australia Albert Park 106,500 121,500 360,900 91,700 118,200 369,300 81,500 103,000 301,800 76,000 105,000 301,000 Circuit Bahrain Sakhir 42,000 65,000 34,000 77,257 70,000 Belgium Spa 50,000 Francorchamps Brazil Autódromo José 136,130 131,436 140,760 Carlos Pace Britian Silverstone 60,000 100,000 195,000 65,000 100,000 200,000 65,000 78,000 181,000 Canada Montreal 114,000 317,000 332,000 120,000 China Shanghai 150,000 200,000 European Nurburgring 106,000 229,000 290,000 301,000 France Magny-Cours 70,000 135,000 180,000 Germany Hockenheimring 240,000 Autodrom Hungary Hungaoring 140,000 Italy Autodromo 72,000 190,000 Monza Japan Suzuki - Fiji 143,000 161,000 300,000 Speedway Malaysia Sepang 82,102 140,000 106,000 90,000 Monaco Circuit de Monaco 100,000

San Marino Imola 130,000 130,000 Spain Circuit de 96,000 108,300 102,000 115,900 112,000 131,200 300,000 140,300 Catalunya Turkey Istanbul Park 200,000 190,000 USA Indianapolis 60,000 120,000 250,000

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Table 5.28. MotoGP Attendance 2005-2007

Country Circuit 2005 2006 2007

Race Day Total Race Day Total Race Day Total Netherlands Assen Circuit 91,500 133,057 91,000 UK Donnington Park 75,661 68,319 107,924 84,700 Czech Republic 84,125 159,188 140,000 Spain Catalayuna 107,101 194,264 140,300 Portugal Estoril 41,016 71,733 Turkey Istanbul 38,123 43,976 Spain Jerez 127,089 237,232 131,162 241,975 150,000 US Laguna Seca 51,378 151,000 France Le Mans 76,200 147,192 Qatar Losail 3,251 5,546 3,291 5,593 4,132 6,744 Japan Motegi 63,195 96,400 Italy Mugello 89,200 148,256 Australia Phillip Island Grand Prix Circuit 44,627 93,531 US Red Bull 57,932 153,653 145,111 Germany Sachsenring 93,748 219,848 101,048 Malaysia Sepang 43,182 56,437 China Shanghai International Circuit 32,507 57,932 32,402 43,976 Spain Valencia Circuit Ricardo Torno 129,446 232,399

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Cricket

Attendance at cricket events is, on the whole, increasing with most competition formats witnessing a steady growth in live spectator numbers. The key triggers have been the introduction of Twenty20 cricket and England‟s dramatic Ashes Series with Australia in 2005. Although the national team has since performed poorly in both test and one day series, such was the scale of interest in 2005, the legacy continued through the disappointing aftermath.

Twenty20 has had a dramatic effect on attendance because it has shortened the length of matches to allow people to watch an entire match after work – something that was never previously possible in cricket. This in turn seems to have had a small effect in increasing interest in Country cricket because it introduced people to the grounds who otherwise would not have come to cricket. Cricket in England is in danger of losing some of this benefit through its exclusive television deals with BSkyB. This will inevitably result in reduced national exposure for major matches and could lead to a fall in interest overall.

Table 5.29. Cricket World Cup Attendance 2003-2007 Event Date Total Average No of Attendance Attendance Matches Cricket World Cup 2007 570,000 11,176 51 Cricket World Cup 2003 626,845 12,055 56

Spectator interest in the 2007 World Cup was much lower than anticipated and the International Cricket Council was criticised in many quarters by those claiming that prices were too high for local West Indians to afford. Live attendance was also impacted by many of the stadia being cited away from major population centres and poor transport facilities to the grounds.

Table 5.30. England Home Test Series Attendance 2003- 2006

Event Date Total Average No of Attendance Attendance Matches Test Series 2006 562,995 80,428 7 Test Series 2005 513,895 73,414 7 Test Series 2004 513,014 73,288 7 Test Series 2003 316,270 45,181 7

Table 5.31. England – NatWest Series Attendance 2003 - 2006

Event Date Total Average No of Attendance Attendance Matches NatWest Series 2006 189,113 18,911 10 NatWest Series 2005 102,852 11,428 9 NatWest Series 2004 145,625 16,181 9 NatWest Series 2003 129,718 14,413 9

Table 5.32. English County Championship Attendance 2003 -2006

Event Date Total Average No of Attendance Attendance Matches County Championship 2006 488,569 3,393 144 County Championship 2005 469,697 3,262 144 County Championship 2004 448,703 3,116 144 County Championship 2003 530,938 3,687 144

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Table 5.33. Twenty20 Cup Attendance 2003 - 2006

Event Date Total Average No of Attendance Attendance Matches Twenty20 Cup 2006 500,441 6,673 75 Twenty20 Cup 2005 544,820 7,264 75 Twenty20 Cup 2004 305,000 5,865 52 Twenty20 Cup 2003 257,759 4,957 45

Golf

Table 5.34. Major UK Golf Event Attendance 2002-2006

Tournament Attendance % change Year 2002 2004 2006 2002-06 The Open 161,500 176,000 230,000 42.4 Scottish Open n/a 67,740 80,557 18.9 BMW/PGA 62,232 81,022 68,972 10.8 Wales Open n/a 46,314 42,285 -8.7 World Matchplay 43,020 52,934 56,005 30.2

Handball (Germany)

Table 5.35. German Handball Bundesliga Attendance 2005-2007

Year Total Average Games 2005-2006 1,390,158 4,543 306 2006-2007 2,281,416 4,133 552

Olympic Games

Table 5.36. Summer Olympic Games Ticket Sales 1984-2004

Games Tickets Sold 1984 Los Angeles 5.7 million 1988 Seoul 3.3 million 1992 Barcelona 3 million 1996 Atlanta 8.3 million 2000 6.7 million 2004 Athens 3.8 million

Table 5.37. Winter Olympic Games Ticket Sales 1988-2006

Games Tickets Sold 1988 Calgary 0.9 million 1992 Albertville 1.525 million 1994 Lillehammer 1.275 million 1998 Nagano 1.21 million 2002 Salt Lake City 0.9 million 2006 Turin 1.6 million

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Rugby League

Table 5.38. Rugby Super League Attendance 2000 - 2006

Season 2000 2001 2002 2003 2004 2005 2006 Competition Super Super Super Super Super Super Super League League League League League League League V VI VII VII IX X XI Average attendance 7,415 7,087 7,220 7,955 8,570 8,887 9,026 % change 17.7 -4.4 1.9 10.2 7.7 3.7 1.6

Rugby Union

Attendance of Rugby Union matches is increasing across the board with both international and club matches showing strong growth.

Rugby World Cup attendance is dependent on the capacity and population sizes of the host nation and is therefore not a good barometer for the popularity of the sport.

Table 5.39. Rugby World Cup Attendance 1991-2003

Date Total Attendance Average Attendance No of Matches 2003 1,837,547 38,282 48 1999 1,750,000 42,683 42 1995 1,100,000 34,375 32 1991 1,007,760 31,492 32

In Europe the Six Nations is the key regular international competition and most matches are played at around full stadium capacity. Indeed Ireland‟s move to the 80,000 capacity Croke Park in 2007, while its Lansdowne Road ground is redeveloped, has seen crowds increase by around 30,000 per home game. Likewise, the final piece of redevelopment at Twickenham has also raised capacity for England‟s home matches and this has also impacted on the overall increase in attendance during 2007.

Table 5.40. Six Nations Attendance 2004-2007

Date Total Attendance Average Attendance No of Matches 2007 972,935 64,862 15 2006 909,638 60,642 15 2005 867,553 57,836 15 2004 934,444 62,296 15

Table 5.41. Heineken Cup Attendance 2005/06 - 2006/07

Date Total Attendance Average Attendance No of Matches 2006-07 906,367 11,473 79 2005-06 964,653 12,211 79

The Heineken Cup average attendance is actually slightly down in 2006/07 and this reflects the need to push the competition on to a new level.

Although crowds for the latter stages of the competition are high, with a capacity 81,000 for the 2007 final at Twickenham, the early rounds have potential to grow. Indeed the entire competition

399 was in the balance in the summer of 2007 with many clubs threatening to withdraw because of issues surrounding control of the competition, fixture congestion and payments. 2007/08 will therefore be a key season for the Heineken Cup.

The major domestic leagues in European Rugby Union have seen steady growth since the sport became professional in the 1990s. Stadium infrastructure has been improved and the packaging of the leagues has been more professional. The Guinness Premier League in England and Top 14 in France in particular have attracted large crowds, although the Magners Celtic League has also had success in growing crowds.

Table 5.42. Guinness Premier Rugby (England) Attendance 2003/04 – 2006/07

Date Total Attendance Average Attendance No of Matches 2006-07 1,539,334 11,662 132 2005-06 1,355,820 10,271 132 2004-05 1,317,139 9,978 132 2003-04 1,198,680 8,562 140

Table 5.43. Top 14 (France) Attendance 2005/06 - 2006/07

Date Total Attendance Average Attendance No of Matches 2006-07 1,920,079 10,549 182 2005-06 1,783,363 9,799 182

Table 5.44. Celtic League Attendance 2005/06 - 2006/07

Date Total Attendance Average Attendance No of Matches 2006-07 670,920 6,093 110 2005-06 571,331 5,194 110

Tennis

All the Grand Slam tennis tournaments have seen modest growth in the years since 2000 with the exception of Wimbledon. The tournament generally runs at full capacity although in 2007 torrential rain and the temporary lack of a roof over the Centre Court led to a small fall in attendance.

Table 5.45. Tennis Grand Slam Events Attendance 2000 - 2007

Grand Slam 2000 2001 2002 2003 2004 2005 2006 2007 Australian Open 501,251 543,843 518,248 512,225 521,691 543,873 550,550 554,858 Roland Garros 344,970 390,172 380,593 392,932 413,499 424,876 447,369 n/a Wimbledon 446,593 490,081 469,514 470,802 451,208 467,191 447,126 444,810 US Open 606,017 639,343 628,738 615,456 631,870 659,538 640,000 n/a

Tour de France

Table 5.46. Estimated attendance – Tour de France 2005-2007

Year Total Attendance 2005 10-14 million 2006 10-14 million 2007 15 million

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Attendance at the tour Tour de France is thought to be greater than for any other sporting event on the planet. Although watching is obviously free of charge and exact numbers are very difficult to estimate, it is clear that a significant proportion of the French population lines the route of the tour with an extra large crowd gathering in Paris for the final day.

The start of the race, held in London in 2007, also draws large crowds and the opening stretch and the time trials were estimated to have generated crowds of around three million in England. This boosted overall crowd numbers to an estimated 15 million in 2007.

Table 5.47 demonstrates that major domestic sports finals in Europe invariably draw capacity or near capacity crowds at Europe‟s leading stadia. The major events that attract such numbers are limited to football and rugby Union/League. In many cases demand for tickets outstrips supply by a considerable degree although in football, domestic events have lost ground to Champions League and national league fixtures in popularity in recent years.

Table 5.47. Major European Domestic Cup Final Attendances 2005-2007

Event Sport Country League/Cup Crowd City Year Venue TOP 14 Final Rugby France TOP 14 79,654 Paris 2007 union 79,474 Paris 2006 Stade de France Copa del Rey Football Spain Copa del Rey 74,419 Madrid 2006 Santiago Bernabéu Final (soccer) Stadium DFB-Pokal Football Germany DFB-Pokal 74,220 Berlin 2007 Olympiastadion Final (soccer) 74,349 Berlin 2006 Olympiastadion FA Cup Final Football United FA Cup 89,826 London 2007 Wembley Stadium (soccer) Kingdom 71,140 Cardiff 2006 Millennium League Cup Football England League Cup 66,866 Cardiff 2006 Millennium Final (soccer) Stadium Super League Rugby England Super League 72,575 Manchester 2006 Old Trafford Grand Final League (Europe) Football Stadium 65,728 Manchester 2005 Old Trafford Football Stadium Challenge Cup Rugby England Challenge Cup 65,187 Cardiff 2005 Millennium Final League Stadium Football Football England Football 74,993 London 2007 Wembley Stadium League (soccer) League 64,736 Cardiff 2006 Millennium Championship Championship Stadium GuinnessPlay-Off Final Rugby England Guinness 59,400 London 2007 Twickenham Premiership Union Premiership 58,000 London 2006 Twickenham Powergen Cup Rugby England Powergen Cup 57,212 London 2006 Twickenham Final Union

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REFERENCE

BMRB

Ealing Gateway 26-30 Uxbridge Road Ealing London W5 2BP

Telephone: +44 (0)20 8433 4000 Fax: +44 (0)20 8433 4001 Email: [email protected] http://www.bmrb.co.uk

Cision

Cision House 16-22 Baltic Street West London EC1Y 0UL

Tel: 0870 736 0010 (International enquiries +44 20 7251 7220) Fax: +44 (0) 20 7689 1164 Email: [email protected] http://uk.cision.com

Eurodata TV Worldwide / Mediametrie

55/63 rue Anatole France 92532 Levallois-Perret Cedex France

Tel: +331 47 58 36 56 Fax: +331 47 58 64 24 http://www.mediametrie.fr

IFM International Sportanalysen GmbH

Ohiostraße 8 76149 Karlsruhe Germany

Tel: +49 (0) 721 – 97241 – 0 Fax: +49 (0) 721 –97241 – 401 Email: [email protected] http://www.ifm-medienanalysen.de

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Nielsen//NetRatings U.K.

77 St. John Street London EC1M 4AN

Tel: +44 20 7014 0590 Fax: +44 20 7014 0591 http://www.nielsen-netratings.com/

SPORTFIVE GmbH & Co. KG

Nagelsweg 33–35 20097 Hamburg Germany

Tel: +49 40 376 77-0 Fax: +49 40 376 77-129 Email: [email protected] http://www.sportfive.com

Sports Marketing Surveys Ltd

The Courtyard Wisley Surrey GU23 6QL United Kingdom

Tel: + 44 (0) 1932 350 600 Fax: + 44 (0) 1932 350 375 Email: [email protected] www.sportsmarketingsurveys.com

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