SPORTS MARKETING 2022

20th Edition | July 2021 | ISBN: 9781577833116 | ISSN: 2472-5706 | 309 pages | $385.

CONTENTS

PART I: THE U.S. SPORTS MARKET...... 15

1 MARKET SUMMARY ...... 16 1.1 Annual Revenue ...... 16 1.2 Professional and Collegiate Sports ...... 16 1.3 Economic Impact ...... 17

2 SPORTS FANS ...... 18 2.1 Profile of Sports Fans ...... 18 2.2 Demographic Profile Of U.S. Sports Fans ...... 19 2.3 Fan Spending ...... 19 2.4 Favorite Sports ...... 20 2.5 Avid Fans ...... 20 2.6 Fan Base By Gender ...... 21 2.7 Female Fans...... 21 2.8 Fan Base By Age ...... 22 2.9 Median Household Income By Sport ...... 22 2.10 Youth Fans ...... 23 2.11 Fan Base By Ethnicity ...... 23 2.12 African-American Fans ...... 24 2.13 Hispanic-American Fans ...... 24

3 PROFESSIONAL SPORTS...... 25 3.1 Professional League Revenue ...... 25 3.2 Sports Teams ...... 25 3.3 Franchise Sales ...... 26 3.4 Expansion...... 27 3.5 Relocation...... 27

4 TOP SPORTS CITIES...... 29 4.1 Best Sports Cities ...... 29 4.2 Avid Sports Fans City-by-City...... 30 4.3 Spectator Sports Attendance ...... 32 4.4 Fan Ranking By Sport ...... 32 4.5 Top Minor League Markets...... 35 PART II: SPORTS MARKET SEGMENTS...... 37

5 ADVERTISING & SPONSORSHIPS ...... 38 5.1 Market Assessment ...... 38 5.2 TV Ad Spending ...... 38 5.3 Sports Sponsorships ...... 39 5.4 Naming Rights ...... 40 5.5 Jersey Rights ...... 41 5.6 Backdrop Sponsors ...... 42 5.7 Seat Cover Signage ...... 42 5.8 Advertising Agencies in Sports Marketing ...... 43 5.9 Market Resources ...... 44

6 CONCESSIONS ...... 45 6.1 Market Assessment ...... 45 6.2 Concessionaires ...... 45 6.3 Favorite Concession Foods And Beverages ...... 46 6.4 Market Resources ...... 46

7 LICENSED MERCHANDISE...... 47 7.1 Market Assessment ...... 47 7.2 Professional Sports Merchandise ...... 47 7.3 Collegiate Merchandise ...... 48 7.4 Market Resources ...... 49

8 SPORTS BETTING ...... 50 8.1 Legal Sports Wagering...... 50 8.2 Market Assessment ...... 50 8.3 Betting By Sports Fans...... 52 8.4 Market Opportunities ...... 52 8.5 Market Resources ...... 52

9 SPORTS TRAVEL...... 53 9.1 Market Assessment ...... 53 9.2 Favorite Cities For Sports Travel ...... 54 9.3 Sports Commissions...... 54 9.4 Baseball Spring Training ...... 55 9.5 Sports-Specialist Travel Agencies ...... 55 9.6 Market Resources ...... 55

10 TICKETING ...... 57 10.1 Market Assessment ...... 57 10.2 Secondary Ticketing ...... 57 10.3 Mobile Ticketing ...... 58 10.4 Dynamic Pricing ...... 59 10.5 Professional League Sports Tickets ...... 59 10.6 Subscription Ticketing ...... 60 10.7 Moving Unsold Ticket Inventory ...... 61 10.8 Ticketing Through Social Networks ...... 61 10.9 Market Resources ...... 61

PART III: SPORTS MEDIA...... 62

11 SPORTS TELEVISION BROADCASTING ...... 63 11.1 Sports Network Overview ...... 63 11.2 Sports Television Viewership Demographics ...... 64 11.3 Most Watched Sports TV Broadcasts...... 64 11.4 Broadcast Rights Agreements ...... 65 11.5 Major Sports Networks ...... 67 11.6 Sport-Specific Networks ...... 69 11.7 League Networks ...... 70 11.8 Regional Sports Networks ...... 70 11.9 Sports Programming On Cable Networks...... 71 11.10 College Sports Broadcasts ...... 72

12 SPORTS RADIO ...... 73 12.1 Sports Radio Stations ...... 73 12.2 Sports Radio Networks...... 74 12.3 The Sports Radio Audience ...... 75 12.4 Advertising ...... 76 12.5 Live Broadcast Baseball ...... 77

13 SPORTS PERIODICALS ...... 78 13.1 Market Assessment ...... 78 13.2 Circulation...... 78 13.3 List of Sports Periodicals ...... 78

14 NEWSPAPER SPORTS SECTIONS...... 83 14.1 How Fans Obtain Sports News...... 83 14.2 Sports Section Readership ...... 83 14.3 Sports Editors ...... 84

15 SPORTS ONLINE ...... 87 15.1 Digital Sports Media Traffic ...... 87 15.2 Most Popular Sports Sites ...... 87 15.3 Major League Sports Streaming Packages ...... 88 15.4 Independent Sports Sites ...... 89

16 PODCASTS...... 90 16.1 Overview...... 90 16.2 Top Sports Podcasts ...... 90 17 SOCIAL MEDIA...... 92 17.1 Sports Social Media ...... 92 17.2 Sports League/Organization Followers...... 93 17.3 Team Followers ...... 93 17.4 Athlete Followers ...... 95 17.5 Market Resources ...... 97

PART IV: MAJOR EVENTS ...... 98

18 ALL-STAR GAMES...... 99 18.1 MLB All-Star Game...... 99 18.2 NBA All-Star Game...... 100 18.3 NFL Pro Bowl ...... 100 18.4 NHL All-Star Game...... 101

19 COLLEGE FOOTBALL PLAYOFF & BOWL GAMES ...... 103 19.1 College Football Playoff ...... 103 19.2 Bowl Games ...... 104 19.3 Per-Team Payouts ...... 105 19.4 Broadcast Rights And Viewership ...... 105 19.5 Sponsors ...... 106

20 FIFA MEN’S WORLD CUP ...... 107 20.1 Overview...... 107 20.2 World Cup 2018 ...... 107 20.3 World Cup 2014 ...... 107 20.4 Broadcast Rights ...... 108 20.5 Sponsors ...... 108

21 FIFA WOMEN’S WORLD CUP ...... 109 21.1 Overview...... 109 21.2 Women’s World Cup 2019 ...... 109 21.2 Women’s World Cup 2015 ...... 110

22 INDIANAPOLIS 500 ...... 111 22.1 Overview...... 111 22.2 Spectators And Economic Impact ...... 111 22.3 Television Viewership...... 111

23 KENTUCKY DERBY ...... 113 23.1 Overview...... 113 23.2 Attendance ...... 113 23.3 Broadcast TV ...... 113 23.4 Sponsors ...... 114 24 NBA FINALS ...... 115 24.1 Overview...... 115 24.2 TV Viewership ...... 115 24.3 Economic Impact ...... 116

25 NCAA MEN’S FINAL FOUR ...... 117 25.1 Overview...... 117 25.2 Spectators ...... 117 25.3 TV Viewership ...... 118 25.4 March Madness Advertising ...... 118 25.5 Economic Impact ...... 119

26 NCAA WOMEN’S FINAL FOUR ...... 120 26.1 Overview...... 120 26.2 Spectators ...... 120 26.3 TV Viewership ...... 120 26.4 Economic Impact ...... 121

27 OLYMPIC GAMES ...... 122 27.1 Summer Olympics 2020 Rescheduled ...... 122 27.2 Television Broadcast Rights ...... 122 27.3 Prime-Time TV Audiences ...... 122 27.4 Online Activities ...... 123 27.5 Opening and Closing Ceremonies ...... 123 27.6 Venue and Infrastructure Spending ...... 124 27.7 United States Olympic Committee ...... 124 27.8 National Governing Bodies...... 125 27.9 Market Resources ...... 126

28 PARALYMPICS...... 127 28.1 Overview...... 127 28.2 Summer and Winter Paralympic Games ...... 127

29 RUGBY WORLD CUP...... 129 29.1 Overview...... 129 29.2 Rugby World Cup 2019 ...... 129 29.3 Rugby World Cup 2015 ...... 129 29.4 Sponsors ...... 130

30 STANLEY CUP ...... 131 30.1 Overview...... 131 30.2 TV Viewership ...... 131 30.3 Economic Impact ...... 132 31 SUPER BOWL ...... 133 31.1 Overview...... 133 31.2 Host Cities And Game Attendance...... 133 31.3 TV Viewership ...... 134 31.4 Super Bowl Ads ...... 135 31.5 Economic Impact ...... 135

32 WORLD SERIES...... 136 32.1 Overview...... 136 32.2 TV Viewership ...... 136 32.3 Economic Impact ...... 137

PART V: PROFESSIONAL LEAGUE SPORTS...... 138

33 MAJOR LEAGUE BASEBALL ...... 139 33.1 League Revenue ...... 139 33.2 Stadiums...... 139 33.3 Team Valuations...... 140 33.4 Attendance ...... 141 33.5 Television Broadcast Rights ...... 142 33.6 Franchise Sales ...... 143 33.7 World Series...... 143 33.8 All-Star Game...... 143 33.9 Fan Demographics ...... 143 33.10 Market Resources ...... 144

34 NATIONAL BASKETBALL ASSOCIATION ...... 145 34.1 League Revenue ...... 145 34.2 Arenas ...... 145 34.3 Team Valuations...... 146 34.4 Attendance ...... 147 34.5 Television Broadcast Rights ...... 148 34.6 Franchise Sales ...... 149 34.7 NBA Finals ...... 149 34.8 All-Star Game...... 149 34.9 Fan Demographics ...... 150 34.10 Market Resources ...... 150

35 NATIONAL FOOTBALL LEAGUE ...... 151 35.1 League Revenue ...... 151 35.2 Stadiums...... 151 35.3 Team Valuations...... 152 35.4 Attendance ...... 153 35.5 Television Broadcast Rights ...... 154 35.6 Franchise Sales ...... 155 35.7 Super Bowl ...... 155 35.8 Pro Bowl Game ...... 155 35.9 Fan Demographics ...... 156 35.10 Market Resources ...... 156

36 NATIONAL HOCKEY LEAGUE ...... 157 36.1 League Revenue ...... 157 36.2 Arenas ...... 157 36.3 Team Valuations...... 158 36.4 Attendance ...... 159 36.5 Television Broadcast Rights ...... 160 36.6 Franchise Sales ...... 161 36.7 Stanley Cup ...... 161 36.8 All-Star Game...... 161 36.9 Fan Demographics ...... 161 36.10 Market Resources ...... 162

37 MAJOR LEAGUE SOCCER ...... 163 37.1 Overview...... 163 37.2 Stadiums...... 163 37.3 Team Valuations...... 164 37.4 Attendance ...... 164 37.5 Television Broadcast Rights ...... 165 37.6 Fan Demographics ...... 166 37.7 Market Resources ...... 166

38 WOMEN’S NATIONAL BASKETBALL ASSOCIATION ...... 167 38.1 Overview...... 167 38.2 Teams And Arenas...... 167 38.3 Attendance ...... 167 38.4 Television Broadcast Rights ...... 168 38.5 Fan Demographics ...... 169 38.6 Market Resources ...... 169

PART VI: COLLEGIATE & HIGH SCHOOL SPORTS...... 170

39 COLLEGE ATHLETIC PROGRAMS...... 171 39.1 Profiles of Major Programs ...... 171

40 DIVISION I CONFERENCES ...... 210 40.1 Division I Conferences ...... 210 40.2 Conference Revenue ...... 211 40.3 Athletic Department Revenue...... 211

41 NCAA SPORTS...... 213 41.1 Overview...... 213 41.2 Men’s and Women’s Sports ...... 213 41.3 NCAA Revenue ...... 214 41.4 Broadcast Rights ...... 214 41.5 Sponsors ...... 215 41.6 Market Resources ...... 215

42 NCAA FOOTBALL ...... 216 42.1 Football Program Revenue...... 216 42.2 Fans and Spectators ...... 216 42.3 College Football Playoff and Bowl Games ...... 217 42.4 Fan Demographics ...... 217 42.5 Regular-Season Broadcasts...... 218

43 NCAA MEN’S BASKETBALL ...... 219 43.1 Basketball Program Revenue...... 219 43.2 Fans and Spectators ...... 219 43.3 Fan Demographics ...... 220 43.4 NCAA Divison I Finals ...... 221 43.5 Favorite Teams...... 221 43.6 Regular-Season Broadcasts...... 221

44 NCAA WOMEN’S BASKETBALL...... 222 44.1 Fans and Spectators ...... 222 44.2 Favorite Teams...... 222

45 HIGH SCHOOL SPORTS ...... 223 45.1 Participation ...... 223 45.2 Most Popular Sports ...... 223 45.3 Local Television Broadcasting ...... 224 45.4 High School Sports Online ...... 224 45.5 Market Resources ...... 225

46 YOUTH TEAM SPORTS ...... 226 46.1 Participation ...... 226 46.2 AAU Sports...... 227 46.3 Youth Baseball ...... 227 46.4 Youth Basketball...... 227 46.5 Youth Football ...... 227 46.6 Youth Hockey ...... 228 46.7 Youth Soccer ...... 228

PART VII: FIGHTING SPORTS ...... 229

47 BOXING ...... 230 47.1 Overview...... 230 47.2 Pay-Per-View Events ...... 230 47.3 Televised Boxing ...... 231 47.4 Boxing Fans ...... 231 48 ULTIMATE FIGHTING CHAMPIONSHIP ...... 232 48.1 Overview...... 232 48.2 Live Events ...... 232 48.3 Pay-Per-View Events ...... 233 48.4 MMA Fans ...... 233 48.5 Market Resources ...... 234

49 WORLD WRESTLING ENTERTAINMENT ...... 235 49.1 Overview...... 235 49.2 Live Events and Television...... 236 49.3 Professional Wrestling Fans...... 236 49.4 Market Resources ...... 237

PART VIII: GOLF ...... 238

50 PGA TOUR ...... 239 50.1 Overview...... 239 50.2 Top Tournament Money Winners...... 239 50.3 PGA Tour 2020-2021 ...... 239 50.4 The Major Championships ...... 240 50.5 Broadcast Rights ...... 240 50.6 Market Resources ...... 240

51 LPGA TOUR ...... 241 51.1 Overview...... 241 51.2 Top Tournament Money Winners...... 241 51.3 LPGA Tour 2021...... 241 51.4 Grand Slam ...... 241 51.5 Broadcast Rights ...... 242 51.6 Market Resources ...... 242

52 MAJOR GOLF TOURNAMENTS ...... 243 52.1 Overview...... 243 52.2 The Masters ...... 243 52.3 U.S. Open Championships ...... 244 52.4 The British Open Championship...... 245 52.5 PGA Championship ...... 245 52.6 Ryder Cup ...... 245 52.7 Presidents Cup ...... 246

PART IX: MOTORSPORTS ...... 247

53 INDYCAR ...... 248 53.1 Overview...... 248 53.2 IndyCar Series ...... 248 53.3 Television and Radio Broadcast Rights ...... 249 53.4 Racing Teams ...... 249 53.5 Market Resources ...... 249

54 NASCAR ...... 250 54.1 Market Assessment ...... 250 54.2 NASCAR Cup Series ...... 250 54.3 Television Broadcast Rights and Viewership ...... 251 54.4 Drivers and Racing Teams ...... 251 54.5 Tracks...... 252 54.6 Fan Demographics ...... 253 54.7 Market Resources ...... 253

PART X: TENNIS ...... 254

55 ATP TOUR ...... 255 55.1 Overview...... 255 55.2 APT Tour 2020 ...... 255 55.3 APT Tour 2021 ...... 255 55.4 Grand Slam Tournaments ...... 256 55.5 Market Resources ...... 256

56 WTA TOUR ...... 257 56.1 Overview...... 257 56.2 WTA Tour 2020 ...... 257 56.3 WTA Tour 2021 ...... 257 56.4 Grand Slam Tournaments ...... 258 56.5 Market Resources ...... 258

57 MAJOR TENNIS TOURNAMENTS...... 259 57.1 BNP Paribas Open ...... 259 57.2 Davis Cup ...... 259 57.3 Fed Cup/Billie Jean King Cup...... 260 57.4 Miami Open ...... 260 57.5 US Open...... 261 57.6 Wimbledon ...... 261

APPENDIX A - ACADEMIC CENTERS...... 262

APPENDIX B - ANALYSTS...... 264

APPENDIX C - ASSOCIATIONS...... 266

APPENDIX D - COLLEGE DEGREE PROGRAMS IN SPORTS BUSINESS...... 267

APPENDIX E - PERIODICALS ...... 276

APPENDIX F - SPORTS COMMISSIONS ...... 277 APPENDIX G - SPORTS HALLS OF FAME & MUSEUMS ...... 283

APPENDIX H - STADIUMS AND ARENAS: COLLEGIATE SPORTS ...... 286

APPENDIX I - STADIUMS & ARENAS: PROFESSIONAL SPORTS ...... 298

REFERENCES ...... 305