Live Sports will contribute a whopping £ 11.8 billion ($15.50 bn) to UK’s economy as attendance at the sports events is all set to reach 75.1 million in 2019, according to a report published by sports marketing agency Two Circles.
The £ 11.8 billion projected sports revenue includes total spend directly related to attending live sport in 2019 and covers tickets, hospitality, travel, accommodation, food and beverage, and retail.
In terms of attendance, the UK will become the only country in the world to have more people attending sports events than its population. The nation will reportedly record a 1.15 per-capita attendance at the sports events in 2019. Australia (0.96) comes next, followed by the United States (0.92) and Ireland (0.78), states the report. A total of 74.6 million attendance was recorded at the sports events in the UK last year.
The attendance at the ticketed professional sports events in the UK has grown from 61.3 million in 2013 to record 75.1 million now. “The UK is the only country1 in the world whose sporting attendance is greater than its population, allowing the UK to officially claim the world capital of live sports title according to a new analysis by Two Circles,” states the report.
According to Two Circles, excluding major one-off events, which in 2019 included the ICC Men’s Cricket World Cup, Netball World Cup and Solheim Cup, the UK sporting attendance in 2019 was 74.0m. This means, excluding major one-off events, UK sports attendances have grown 3.4% year-on-year on average between 2013 and 2019, representing 11m more attendances in 2019 than in 2013.
With a cumulative total attendance of 50.5m, football will be the biggest contributor (67.2%) to UK sporting attendances in 2019. Rugby union attendances are projected to fall by a million in 2018 due to domestic calendar changes to accommodate the 2019 Rugby World Cup.
The agency’s data comes from its own Two Circles Ticketing and Hospitality Engines. The report takes into consideration only countries recognized by the United Nations with a population of over 500,000.
Gareth Balch, CEO, Two Circles, said: “Sport has long been in the UK’s DNA, and in addition to the UK’s domestic competitions growing their live fanbases, new events such as regular-season NFL and MLB games in London are being added to the calendar. The UK has also shown to be a dependable destination for international federations looking to deliver both amazing atmospheres and commercially-successful competitions.
“Critically, the UK’s attendance growth also demonstrates the impact of a primary ticket sales market. The future growth of sport will center around direct relationships with fans, and for a rights-owner’s event-day business that means being able to market tickets and hospitality directly to fans rather than through secondary channels – a culture that is inhibiting growth for sports in other countries.”