Show Me the Money: Affluent Fans & the Economics of Sports

Listen in to hear which sports are most important to Affluent Americans, their levels of engagement by sport, and market value of memorabilia / collectibles – including NFTs.

The author(s)

  • Stephen Wu Director, Audience Measurement Affluent
  • Jesse Peretz Director in Ipsos’ U.S. Audience Measurement
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Affluent Americans spend over $20 billion annually on admission fees to sporting event, sports equipment, souvenirs, and other sports related expenses. In fact, they account for 6 out of every 10 dollars spent on game tickets. That makes sense since the majority of Affluents say they consider themselves sports fans and more than 4 in 10 say sports play a big role in their lives. Almost 16 million Affluents attended a sporting event in person last year – enough people to fill Yankee Stadium to capacity every day of the year. That’s a lot of money pouring into the sports world.

With sports playing a major role in Affluents’ entertainment and leisure time, understanding their fandom and their level of engagement is crucial when marketing to them. Listen in as we share research insights from the Fall 2021 Ipsos Affluent Survey and our recent Affluent Barometer study exploring the most powerful purchasing cohort in the U.S. Expect to hear more about:

  • What sports are most important to Affluents
  • How levels of engagement differ by sport
  • Which teams are Affluent fan favorites in basketball, football, hockey and baseball
  • Understanding the sports memorabilia and the sports card collectibles market – including NFTs
  • Attitudes about sports and the intersection with politics

The Ipsos Affluent Survey has been tracking the financial power of Affluents, along with their media and consumer behavior, for more than 45 years. As a result, we are able to offer an unparalleled understanding of how Affluent Americans think and act.


Today’s AI-generated audio transcript is offered below. Apologies in advance for inconsistencies that have been included.

0:04

Thank you for joining us for today's Ipsos webinar, Exploring Affluents level of engagement with sports fandom and recreation.

0:14

Today's presentation is being given by Jesse Peretz, and Steve Wu, and you can read more about them on the slide in front of you.

0:24

Throughout today's session, you will remain in only listen only mode, however, throughout the webinar, you may submit questions online using the Q&A feature, Time permitting. We'll answer questions at the end of today's session, however, if time run short, then your question will be answered by e-mail.

0:45

I also encourage you to check out the handouts we've uploaded into the webinar control panel.

0:52

Today's webinar is also being recorded and will be directly e-mailed to you.

0:58

So now without further ado, it is my pleasure to introduce today's first speaker Steve Wu, Insight's, Director with ..., Affluent Intelligence team.

1:10

Steve, you have the floor Thank you, Elen. Welcome, everybody!

1:26

We have quite a bit of information for you today. The insights that will present are derived from two sources. The first, an in-depth contexts every we conduct every October as part of our quarterly barometer studies.

1:38

Second, our ongoing Episodes affluent study, Using Fresh data from our Spring 2022 release. This will be available on April 26th while value customers.

1:52

Our agenda today, the topics we will cover are the role of sports in the lives of African consumers.

2:01

A breakdown of their fandom by different types of sports.

2:06

The Profile and makeup also suffixed Sports fans.

2:11

We'll also dive into the sports collectibles market and look into the phenomenon of entities.

2:17

As well as the impact of sports betting into markets such as New York.

2:23

Finally, we'll discuss the ra's sports and how it fits in society and politics.

2:31

So let's get started. Let's talk first about how sports fit into the lives of affluence.

2:41

We know that majority of affluence consider themselves to be sports fans.

2:47

Going a little deeper, nearly half of them say that sports play a big role in their lives.

2:53

And about 25 affluence often go to sporting events.

3:01

According to the Consumer Expenditure Survey, African Americans spend $20 billion annually on admission fees or sporting events, sports equipment, souvenirs, and other sports related expenses. A lot of money goes into sports, but a way of affluence.

3:18

25 million Affluents have actually attended a sporting event in the past year.

3:22

We know that Affluence make up roughly 20% of the US population, but they account for 60% of all sporting sporting ticket costs.

3:30

This is not amount of tickets, but rather the money they spent on tickets. So those buying course I seats, lounge boxes, season tickets, et cetera, will factor into this.

3:38

This number is astonishing and shows the value of African consumers in the sports world.

3:48

And when they do attend games in arena advertisement, provide a great opportunity for marketers.

3:54

We see that 27% of affluence have seen a sporting event in the past six months, and among that 27%, the vast majority of them have shown interest in our game in these ads that you see down in these events.

4:13

However, unsurprisingly, we see a drop off of sports tendency, nearly half from 60%, down to 32% because of the pandemic.

4:23

In the early stages of the pandemic, many sports leagues, the latest seasons. And then eventually playing games without crowds are placing limits on attendance. I know in New York, they finally opened up to the fans. They place a limit of 10% of capacity at first.

4:35

Fans have also shied away from going to sporting events for safety concerns.

4:39

But because we can expect that number to rise, a limitation in attendance are gone, and the Threat coronavirus, I sum it down a little bit.

4:49

And we know sports will always remain a vital part of affluence life on a personal level: to actually play more sports or exercise during a pandemic more than print pre pandemic levels like a sports, basketball, football, somebody's outdoor sports.

5:02

They have all increased during a pandemic.

5:14

Where do they get their sporting news?

5:16

TV remains the top media source used.

5:20

The younger generations are affluence.

5:23

The chances of millennials to use Twitter to get to support a disparate sources, twice as much as total affluence, 33% versus 17%.

5:32

Gen x-ers prefer cable TV, while the older generation is the Boomers and seniors, they still prefer to traditional media broadcast TVs in the newspapers to get us more sources.

5:47

And using an open-ended question about that support source, we see that ESPN and Google tops the list of responses as their go to support source.

5:56

Some other media brands mentioned on Twitter, CBS, NBC, some of these are traditional TV networks.

6:02

If you squint hard enough between ESPN and Google, you'll see that we have a few mentions of husband in there as well.

6:14

And just for fun, we also ask which supports pundits are the favorites and which ones they love to hate. So, Tony Romo Bob Costas, Charles Barkley comes up as favorites as you'll see on the left-hand side.

6:25

What people love to hate Stephen A Smith, skip Bayless Jo book.

6:28

So, personally, I can say that I agree with most of these responses, But let us know what you think.

6:39

And now I'll pass it over to Jesse to go over a deep dive into different types of sports that the affluence of our fans off. So just take it away.

6:49

Move on, we started our survey by asking people on a 1 to 10 scale how passionate they are, a sports fan.

6:58

The people who had said zero are non fans, And this will be my last mention of those people today.

7:06

People gave a score of 1 to 5. We're considering for casual fans. These are people who watch big events.

7:12

They're not really kind of day-to-day involved in caring about sports teams.

7:20

The people who said 6 to 8, we consider moderate fans.

7:23

These aren't necessarily people who aren't passionate about sports, but they may be only passionate about 1 or 2 sports in a way that a hardcore fan who said gave her 9 or 10, live first sports every day.

7:39

If you want to move on the, so we asked what their fans of we asked over 40 sports on college and professional levels. This is a top 10.

7:51

The NFL and the Olympics are the most popular with more than half of sport, affluent sports fans being panza those baseball, NCAA, football, NBA, men's basketball.

8:08

Nothing really stands out. These are your major sports in the US.

8:12

Most people are fan, the average number of fans. Average number of sports, that people are fans of is about 5.7.

8:21

Move on.

8:23

So this is the fans of sports by the level of fandom.

8:28

Um, obviously, the hardcore fans are going to be the biggest fans of all the sports with Margaret Fense generally. tacking pretty close, as you can see, on the NFL and the Olympics and baseball there.

8:42

A lot closer than the casual fans are the casual fans really do like the Olympics, as well as that, MLB and football, but they're less interested in the college level.

9:01

And here, the smaller sports, Interestingly, the casual fans are slightly more likely to be tennis fans than the moderate fans.

9:11

And as you can see, the hardcore fans are the fence of 8.5 sports. Moderate fans are fans of six and half sports. And the casual fans are only fence of about three sports.

9:24

If you wanna move on, the more passionate fan is, the more likely they're going to see it as an important activity.

9:35

What we're basically seeing here is that sports are ingrained in the lives of the hardcore fans.

9:42

It's important bonding time for their family, um, in a way that it's still could be for moderate and casual offense, but at much lower levels for them, Only about a third of the affluent sports fans will watch events when they already know the outcome.

9:59

So this something that affects like the Olympics when they are on a get it in the time zone of China, or Australia, or Japan in recent years.

10:14

About 45% of hardcore fans, and 43% of moderate fans are still willing to watch games after they know the outcome. This is what we're kind of getting at with the moderate fans are still very passionate about their sports.

10:27

It's that they may not be interested in watching a random game that they haven't seen.

10:33

But if they have their team, they're still welcome to watch after the fact.

10:38

Do you wanna go on?

10:40

So let's look at some gender splits on. These.

10:43

Men are about two thirds of the fans for most sports. Women are more likely to be fans of women's sports.

10:51

And we've added in the women's sports that we asked about into this slide so you can see it a little better.

10:58

Um, women tend to be fans of fewer sports than men, and women's sports are generally less popular than their male counterparts. The majority of women's soccer in WA DVA fans are women, which isn't going to come as much of a surprise.

11:15

But for women's college basketball, there are more men who are fans.

11:20

Um, and this college works a little differently, which we'll get to later.

11:29

But basically, you know, people who are fans of their college come into play more than whether or not they're a fan of the actual sport, generally.

11:39

The other thing to notice here is that with the Olympics, it's basically 50, 50, male, and female split if you'd like to move on.

11:51

Um, So, generationally, the younger generations and older generations look pretty different in their sports fandom.

12:00

The MLB, NBA, Soccer, and Golf are where we really see the biggest differences.

12:10

It also, well, what we kind of gather from this is it's also related to the demographic differences that we see with the younger affluence or more ethnically diverse than the older affluence, which tend to be wider.

12:29

So that, yeah, that that comes into play with baseball and, um, with the MBA and the men's soccer, The younger generations that are more diverse are more likely to be fans of golf.

12:46

Older generations are much bigger fans of it, and the only one that Gen X, which does make up the bulk of affluence right now, is in the lead for is the NHL and tennis, uh, stevia.

13:04

Diving into the racial differences, african American affluents are big fans.

13:11

Of a lot of sports.

13:14

They outpace any everyone on the NFL, the Olympics, MLB, which I got to say was a little unexpected to see.

13:23

But it is happening basketball for both pro and college and tennis.

13:32

Slightly, the Hispanic Affluents are most likely to be soccer fans.

13:38

And as you can see, with the average number of sports, the African American pop in sports fan population is just more spread out across different sports.

13:51

Any other?

13:55

Do you want to go? And then we looked at it kind of on a, you know, levels of affluence.

14:04

Wealthier affluence are more likely to be fans of college football, the NHL, soccer and golf.

14:10

Um, these are traditionally a little more affluent base sports.

14:18

But, yeah, the difference in the number of sports that they're fans of is fairly insignificant.

14:26

And it was a little interesting to see that the less affluent are bigger fans of tennis.

14:33

You want to move on. All right.

14:37

Now, as we saw earlier, that we feel that this survey last October after the on Summer Olympics had aired, but before the winter, based on what we've seen in other things, we kind of expect this plan to watch.

14:54

Number two actually increased over the viewing.

15:00

But you can see it's about even for summer and winter Olympics.

15:05

The most popular sports won't come as much of a surprise.

15:09

Swimming gymnastics and figure skating are all huge fan favorites. Ski jumping kinda.

15:20

Jumped out at me, for lack of a better word.

15:22

It exciting.

15:26

What we do notice is that the opening ceremonies are extremely popular, but nobody really cares about the closing ceremonies in the same way, which was kind of funny.

15:39

Do you want to move on?

15:41

Um So we wanted to see where these kind of overlapped with fandom. Obviously, the most popular sports are going to have the most overlaps of the NFL. The Olympics in NCAA football are going to be broadly popular across the fans of other sports.

16:00

If we remember back a few slides, I said, the college Fan base looks a little different.

16:04

92% of women's best college basketball fans are also men's college basketball fans, but that's not really going the other way.

16:12

You're only 14% of men's college basketball fans working with also being fans of women's sports.

16:21

We're also seeing that 89% of college basketball fans are also offensive college football.

16:29

And the other way that goes to about 60%.

16:35

What we're really saying here is that it fandom is kind of sports specific, but the college is different than how professional sports work.

16:48

About half of college sports fans are fans of the teams that they're fans of, because there's someone else they know went to that school.

17:02

Do you want to move on?

17:06

So let's look at the fan bases of the sports.

17:13

Sure. For some context, affluence generally have are about 51% male.

17:21

The average age is about 45.7 they make 188 thousand and median income.

17:30

They have about 950,000 net worth, and it's about 73% non hispanic white population.

17:41

The NFL is the most popular sport among affluence. It's heavily male. But this is actually one of the least male dominated fan bases.

17:52

Um, age is about average. Income is around average. Net worth is a little below average, but it's right there.

18:01

Um, there's a big north-east skew, and the favorite teams that we got, when we asked this for the Patriots, the Bucks, the Giants, the Cowboys, and the Eagle, so that that comes into play within north the skew.

18:18

Also, the Patriots have been good for 20 years. Tom Brady just left and went to the box, and they've won the Super Bowl and the giant's, Cowboys and Eagles are all his store franchises.

18:33

People love, you ought to move on.

18:38

The baseball, a little different from football, it's a, it's about 52% of affluence.

18:46

Effluence sports fans, 63% male, which is same as the NFL's a little bit older than the average population. The income and net worth of both around the average A little higher for the net worth.

19:03

The regions skew south and west, more, which was interesting.

19:09

Um.

19:11

And it's a little bit wider than the affluent population as a whole.

19:16

With the favorite Teams, Yankees Red Sox Cubs briefs, and Dodger's should come as no surprise to most people who are fans of these sports.

19:29

There's a lot of Yankee and Red Sox fans.

19:33

With the Cubs and I think saint Louis Cardinals were the six team on this.

19:40

Historically, the they were the farthest west teams, so they used to have a big fan base in the west.

19:47

And that's kind of held up for generations after Braves won the World Series last year. And the Dodgers have been good for the past few years to feel unsafe.

19:59

The MBA, this is going to start looking different. It's much more male.

20:05

It's the youngest of the four major sports with baseball, football, and hockey.

20:12

Income is around the average, but the net worth is the lowest of the major sports and that kind of has to do with being a younger base of fans. They just wouldn't have Accumulated the wealth yet. That's not to say that it's not coming for them. It's the least white.

20:31

Fan base, um.

20:35

It has a heavy north.

20:37

The skew again um, and the teams are we're seeing the Celtics.

20:43

So we're getting, one thing you have to remember with teams, especially for this northeastern teams, the everything from about half of Connecticut up north, is going to be a Boston fan.

20:59

The Golden State Warriors have been good for the past 10 years. The Lakers are huge historic franchise. The sons were in the finals last year, and the six years have been good for the past couple years.

21:12

Feel, and I go to the next one. Let's look at the hockey fans. We're getting back to the normal see it at 6364% for the male female split here.

21:24

The average age is right on the average affluent age.

21:29

Income is higher.

21:31

Net worth is a little below the affluent population, but it's not that much.

21:38

There is a heavy northeastern, surprisingly, Western skew for NHL fans.

21:45

It is the widest fan base and all professional sports, which doesn't come as much of a surprise.

21:54

And with the teams, is that the, uh, Bruins rangers and Blackhawks, are all members of the original six Hawk NHL teams. The capitals are a little newer and the Las Vegas nights are in there.

22:12

Fifth season.

22:13

So it was interesting to see that pop up, its highest leaves, it did, but they were in the Stanley Cup Finals their first year, and I think they've kept that going.

22:25

I'll move on to the next one.

22:27

Soccer fans, this is only about 25% of bafflement sports fans, It's heavily male.

22:34

Um, then the four major sports, it's younger than the four major sports, there's a higher income and net worth than the four major sports in their fandom.

22:47

It's less white and more Hispanic than any of the sports.

22:54

Um, and there's a hurdle, heavy north a skew.

22:59

Um, we didn't ask about, We asked an open-ended question about what teams are fans of, because we'd have to list out, for each league, which will cover the whole world, who they're fans of.

23:15

For the most part, we're seeing, you know, US, Men's and women's soccer.

23:21

National teams, But you can also see things like Manchester, United, Barcelona, uh, Paris saint Germain, as well as some other International teams there are MLS teams getting in there. I said it's DC, and I did.

23:40

But it's a very diverse fan base because you know, soccer isn't historically aid US spaceport, let people pay attention to here.

23:52

So it's growing.

23:54

But we're seeing some interesting stuff with that.

23:58

And if you I'll move on, the profile of golf fans, coming off Masters' weekend.

24:07

It's 72% male, so it's more male than the four major sports. It's the oldest of these major of the major sports that we covered.

24:19

They have the highest income and their net worth is above and beyond what any of the other sports have.

24:28

It's about 150% of the total affluent population relation for the median net worth.

24:35

Um, it is a heavily white, um, fan base.

24:43

And there's a north-east skew, but it's also over on the south as well.

24:48

Uh, so if you wanted to move on Steve, I'll pass it back to you.

24:54

All right, thank you Jesse.

24:56

Let's take a little break from data related. Sports. Scottsville on the sports collectibles market.

25:06

So a perfect storm occur starting in 20 20 that jump started the one stagnated Sportscar Market.

25:14

Kobe Bryant Sadly passed away in January of 2020 that led to a huge demand in his rookie, cars and autographs.

25:21

Then, in March, we all know covered Lockdown hit. People found themselves isolated at home too much time on their hands. They sought to clean out. The attic nostalgia might have hit.

25:31

Then I thought I'll make an extra money, with their newly found free time enters their head.

25:37

And a month and a half later, the last dance, a 10 episode mini series, premiered on ESPN.

25:43

This Chronicle the last year of the ... Dynasty run Well, Michael Jordan.

25:46

And it caused a dramatic surge in demand for his cards.

25:49

A quick quick example of this search and pre pandemic the Prize in 19 86, fleer, Michael Jordan, Rookie card, Jim Menthe PSA 10 condition for those who collected. Those who collect a sportscaster on this webinar, should know what I'm talking about.

26:04

This typically sold on a range of about 18,000 to 30,000 on online auctions, as recently as July 2021 in the middle of the pandemic, that same card a PSA 10 gentlemen condition sold at auction for $840,000.

26:19

So, let's think about the price down from 30,000 to 840,000. This is the search that we were talking about experiencing.

26:28

In fact, in 20 20, at the end of 2020 e-bay, Sportscar sales increased nearly 2.5 times compared to 20 19.

26:38

And in the first half of 2021 shows even higher numbers of 2020. Football cards have tripled, hockey and basketball, cause I'm also seeing triple digit growth. So a huge opportunity and does what does add them to sports collectibles Market, especially when it comes to sports cards.

26:56

And what happened recently, Fanatics. A sports memorabilia company.

27:03

Chuck the Sports Car Market whereby acquiring exclusive license to produce baseball cards from MLB. This is a license that has been around with tops for the past 20 years or so.

27:15

A couple of weeks later, they actually want, they actually won the race to NBA NFL card licenses as well.

27:22

And this all goes into effect 20, 26 and all the way through to 20 45, so a 20 year license that they have exclusive.

27:30

In January of this year, Fanatics Altogether just Bought Hopps Outright for $500 million.

27:36

So, that SSA, the Sportscar Margaret would be going to a lot of changes in the near future as Fanatics, Explore other areas of business, such as sports betting, and if Ts, which we'll dive into a little later, and other plants to acquire a big sports companies such as panini, an upper deck.

27:55

So, let's talk a little bit about affluent and sports collectibles.

27:58

We said a 1, 5 or 21% of affluence, our collectors of some sort.

28:03

And the most popular one is Sportsman, memorabilia, 74%, and a little less sulfur figurines and sports cards in there. And the numbers you see on the right are among the collectors are among the 21% that we see. So memorabilia remains the top items that they do collect.

28:27

And looking at these profile, these collectors, they all skew male, memorabilia. Figurine collectors are typically younger feel. About half of them are falling within the Gen Z and Milenio age range.

28:38

While car collectors are evenly split among generations, you'll see a 33% are Gen Z millennials, 35% are Gen X, and even 32% of boomers and seniors. So, a lot of these people that grew up on the 19 seventies, 19 eighties, sports cars, the article debt collectors.

28:58

So, it's a great opportunity, especially for the sports car, market to kinda attract the younger audiences. So, how do we attract young audience to a market? We offer them something new with the Promise of riches, of course.

29:11

So, currently, there is a small, but very rapidly growing rate of sports entities.

29:15

So, what does it, ...? quick definition of IOT is, stands for non fungible token.

29:21

There's a formal certificate of authenticity stored on a blockchain. So think of it as a digital collection that you officially on SSL trade.

29:30

Entities can be used to represent items such as sports cards, digital sports cards, Could be photos. Could be videos, Could be audio, or any type of digital files.

29:44

And NFC hasn't reached mainstream, but it's growing at a rapid pace.

29:48

Predictions are up to 100% by the end of this year. Sports and have cheese is itself, a spin is estimated to generate $2 billion by the end of 2022.

29:58

This is an attractive market for those who have missed out on a cryptocurrency adoption in its early stages.

30:07

Little example of how much the sports entity actually sold for.

30:11

You can see on the left, a statute .... This is actually a photograph, a digital photograph of Lebron James sulfur two hundred twenty one point six million dollars.

30:21

And this, they put on a, as a, as a 1 to 1 collection. Mean, it has only one of them that you officially own. Obviously antibody could download the photo, but you don't officially on it, and I think that's more of the the bragging rights. The rights to resell it, there's only one of these available.

30:38

And if you look in the middle, the sports entities that have actually gone into gaming as well.

30:45

So there's a right to actually buy a bread corner character in a blockchain based baseball game. And the right to kinda play this, this unique character, cost twenty one point three million dollars.

31:02

So a lot of money being thrown into sports entities, and I would assume more on the majority, or all of them are, these higher price supports entities are dumped by affluence.

31:16

So how does Affluence actually fall into the NLP?

31:19

We see that currently 7% of affluence have purchase entity 3% of affluence, I purchase Sports NMT.

31:26

And among those who has purchased a sports entity, the 3% to 77% of them have purchased for, for investment purposes.

31:34

So, unlike sports car collectors collections in the past, we do as a hobby, or the need to complete a set.

31:40

Most of the MFT collecting is done for future profits so you could ridicule, people make our spending $21 million on our Support Center and not understand why, but maybe in the future, the Excel for $30 million for-profit.

31:59

And speaking of profits, let's talk a little bit about sports betting.

32:06

Sports gambling has always been around. In the past, about one in five, 20% of affluence have played fantasy sports.

32:15

But the majority of the Fantasy Sports being NFL, 75% of them a little bit MBA a little bit of MLB.

32:24

one is 715% of affluence, participated in its sports poor, such as March Madness Brachia, Superbowl Boxes, et cetera.

32:33

But in May of 2018, a landmark event happened, the Supreme Court struck down the federal ban on sports betting, opening the door for states to allow sports betting if they wish to.

32:43

So they started rolling out a sports betting on state by state basis.

32:50

And currently the majority of states, 31 or 32, including Washington, DC.

32:55

now have some former legalized sports gambling, whether it's in person, at a casino or online sports books, such as Fanjul draft Kings, and Caesars, which you may have seen commercials for.

33:06

So nine additional states could possibly legalized later this year, with Ohio being next.

33:11

So about 4 40 out of the 50 states should have some form of sports betting by the end of this year.

33:17

There are about 10 states that do not expect it, to be legalized in the near future. And these include some of the powerhouse states like Florida, California, and Texas.

33:28

Just a little background of what stays a legalized and whatnot. Now we're jumping to the New York state and the impact of New York State's sports betting.

33:38

So New York State Legalized, Sportscar Sports Gambling in the beginning of this year, January eighth.

33:43

This provided a huge boom, a tax revenue for the state.

33:46

This come from sports books and the customer is having to pay taxes on the winnings.

33:50

So it's a win-win for the State of New York.

33:52

Let's say you as a better if you were to place a bet and when you had to pay taxes on your winnings eventually, but if you lose, the sportsbook, gets all your money, sportsbook has revenue from your money, and they have to pay taxes. So, it's a win-win for the State. They'll get tax revenue, regardless.

34:12

And New York is now the highest earning state.

34:15

US, In terms of sports tax revenue, New Jersey was the previous high. But a lot of that is because the New Yorkers who couldn't previously sports, But they traveled over the Jersey Cross the bridge, and started placing bets in New Jersey.

34:31

Sort of Governor, New York estimated that sports betting will bring in $250 million in 20 22.

34:37

But as of as of the end of March, New York has already generated $150 million of that estimate.

34:43

With baseball season, just starting NFL and college football seasons still still sort of come, as. As Jesse mentioned earlier, those are the more popular sports expect near the shattered at $250 million revenue estimates.

35:01

Let's tie and affluence and sports fans? And that's like let's let's tie in affluent sports fans to sports gambling.

35:08

7% of affluence sports fans have gambled on sports, but this number to 7% is actually before when the Europe became legalized.

35:17

So expected to rise us more scarcely us, more states legalized Online Sports Books.

35:24

And of course, Canvas come from all walks of life. In fact, non affluence actually have a slightly higher rate of gambling that do affluence. They have a 10% rate versus the 7%.

35:33

But as we know affluence have to spending power and that's likely to carry over to higher wages and risk reward when it comes to gambling. So there would be the one that contribute more to the revenue streams in each state.

35:45

Am breaking out a little bit of the makeup and the profile of these affluent betters. We see that they are primarily male, similar to the profile that Jesse went through and spread across all generations. And even the older generation is getting to that.

35:57

It's The Boomers and seniors 21% of them Up.

36:01

The sports gambler profile consists of 21% of boomers and seniors.

36:12

As I mentioned earlier, the most popular sports affluents gambled on his football, followed by basketball and baseball.

36:19

So, this is something to keep track of. Especially in the latter part of the year on football and basketball seasons are honored at the same time, and as I mentioned, the NLP play out in October.

36:33

And I'll turn it back to Jesse to talk about the intersection of sports and society today. Jessica?

36:38

Alright?

36:43

So, we looked at these kinds of statements a number of ways, but what popped out to us was the political breakdown. These first two statements, Politics should be left out of sports, and athletes should feel free to talk about their political views.

37:03

Given the political views being expressed by athletes, the past few years, and where, you know, these questions kind of come out of, I don't think these are especially surprising given that the topics of race and police shootings and stuff.

37:17

It's come up that you'd see Democrats more willing to say that politicians can be part of sports, and athletes should talk about their views with the team owners, political politics affecting how they feel about their team.

37:34

Democrats are more likely to have this affect them, probably because most team owners are Republicans, and heavy Republican donors, as well, if you wanna move on.

37:51

This is one of my favorite questions that I've ever seen. Sports stadiums should be publicly funded.

37:57

Only 9% of affluent and said that they agree with that.

38:01

This is why the smallest agreement numbers I've ever seen in my years of marketing research. It was interesting that the Democrats are three times as likely to be on board with that, But it's still below 20%.

38:14

Um, on the right, you'll see a mock up of the new Buffalo Bill Stadium that New York has generously agreed to pay somewhere around 600 to 800 million dollars for, but nobody is really a fan of this.

38:34

So it's just kind of that very funny.

38:40

And it's yeah, there is a lot of that middle neither agree nor disagree, but still it's more than half of the affluence disagree with this.

38:50

So if you want to go to the next one.

38:53

These ones we looked at on the HQ sets, where we rarely saw the stories with them. It's.

38:59

These get into the generational divides.

39:04

The younger affluence are more likely to believe that the NCAA, allowing athletes to earn money off of their name and likeness is a good thing. They're younger.

39:16

They're gonna feel that these, the athletes should be able to make their money, versus having a traditional view, but it's not that bigger difference. Older affluence are much more likely to believe the only vaccinated athlete should be allowed to play in the sports.

39:36

Which was interesting with the news being that vaccination or a coven affects younger people less.

39:45

Um, you'd expect that the younger people would be less willing to go along with that.

39:52

And e-sports are not sports.

39:56

The younger affluence believes their sports.

39:59

The older generations that Gen X and the boomers and seniors are not fans of a, I, many of them know what they are, and, but it is a big event, It's growing, and it's coming for the sporting basis. If you want to go to the next one.

40:22

We also looked at a couple more kind of athletes and trick questions came away, thinking that the higher earning affluents are more able to give a little leeway to athletes, who may need some space on the top.

40:37

You'll see Naomi at Soccer Hoo.

40:40

Last year, the French Open basically said she didn't want to do press conferences anymore because it affected her mental health.

40:51

On the right, see, if an athlete is accused or convicted of domestic violence, I can't root for them anymore.

40:58

The more affluent population is a little bit more willing to cut their ties with the athletes, but it's two thirds of the population that are saying that they're not willing to for those players anymore, which is interesting to see.

41:20

So if you, I go to the next one.

41:24

So to kind of wrap up what this all means.

41:31

Yeah, sports are a major role in the lives of affluence.

41:37

They go to the games, they watch them, they listen to them, they're following them online through their apps. It's just a part of their life.

41:47

And that, yeah, that's not just the hardcore fans, that's still the moderate and even the casual fans of sports.

41:56

6 and seven affluents are fans of sports.

42:01

Fifth, 16% are hardcore fans, they're following six different sports on average.

42:12

We are seeing a lot of demographically driven data here.

42:18

Older affluence are likely to be fans of the NFL, MLB and golf, while younger affluence prefer the MBA and soccer.

42:27

Ethnicity plays a factor in that we can see that that's happening and whether or not it's the ethnicity or the age, we're noticing that the, that the sports that the younger affluence are fans of are different from the ones that the older Pat Fluence are.

42:51

Wow, the fans are typically male.

42:55

Half or so.

42:57

We're still seeing a lot of female sports fans and, yeah, half of our population shouldn't be ignored from the sporting community.

43:06

Huh.

43:08

And then the collectibles in gaming market are gambling markets are huge.

43:14

With New York recently legalizing another several states are on the verge of it.

43:23

Gambling is going to be a big thing in sports going forward. And there's very little chance of going back from that now.

43:32

Sports cards and FTE adoption saw big boom in the pandemic and, yet, effluents are fans of their sports and they want to buy stuff and they're going to show it off to their friends, and we're gonna keep seeing that.

43:48

So that kind of wraps us up.

43:51

I think we got a couple questions in.

44:00

Let's see what we got.

44:02

For the profile's do you see any unique demographic skews compared to the general market profiles?

44:10

We do. Yeah.

44:13

Especially with the more niche sports, you're gonna see those, we, we kind of dove into the major ones here, because those are the ones, uh, are bigger, are going to have a big fan base, so it's easier to look at them.

44:30

But, yeah, the women's sports have a very different makeup than the men's sports.

44:36

The college sports are going to be more educated fan bases because you have because so many people base that on, you know, personal connections to the schools.

44:55

And then things like Yeah we looked at e-sports which was very small.

45:01

But, it is, you know, all younger people, uh, and a lot of them have a lot of money.

45:09

So, it's a growing event for people, and we're going to see that continue growing, going forward.

45:19

Um.

45:22

I think that wraps us up.

45:25

We'd like to thank you for joining us today, and we're going to be making the recording of this available to you.

The author(s)

  • Stephen Wu Director, Audience Measurement Affluent
  • Jesse Peretz Director in Ipsos’ U.S. Audience Measurement

Media & Brand Communication