Transcript Growing the GAME
Growing the
GAME...
...together
Perceptions &
Issues
• Old people sport • Slow game • Focus on one sport • Playing time • Difficult to learn • Time consuming • Expensive • Lack of inner city opportunities
There is
Hope!
• Interest is up • Programs exist • It’s baseball!
State of the INDUSTRY
Participation Trends...
Baseball
1987 to Present • 31.1% decrease since 1987 • Rose slightly from 1987-1995 • Downtrend since 1995 • Loss of nearly 6 million players in last 10 years Source: SGMA U.S. Trends in Team Sports 2003
Participation Trends...
Softball
1987 to Present • 22.4% decrease since 1987 • Rose slightly from 1987-1995 • Downtrend since 1995 • Loss of nearly 6 million players in last 10 years Source: SGMA U.S. Trends in Team Sports 2003
Why Players are Leaving...
Youth
• Team sports have become more serious • Growth of extreme sports • The technology generation Source: SGMA U.S. Trends in Team Sports 2003
Why Players are Leaving...
Adults
• Aging • Time constraints • Priorities • Technology
Impact on Equipment Sales • Overall sporting goods category is down • Baseball and softball are relatively flat Source: SGMA State of the Industry 2004
How Do We Compare
SPORT # of PARTICIPANTS % CHANGE (millions) • Baseball • Softball • Fitness Bicycling • Fitness Swimming • Fitness Walking • Free Weights Exercising • Stationary Cycling 10.9
16.0
12.0
15.9
38.9
51.6
31.0
+4.6 - 3.4 +8.0 +9.3 - 0.1 +6.9 +6.4
How Do We Compare
SPORT # of PARTICIPANTS % CHANGE (millions) • Running/Jogging • Stretching • Yoga/Tai Chi • Bowling • Camping • Hiking • Fishing 36.2
42.1
13.4
55.0
51.1
40.4
53.0
+0.8 +9.7 +20.4 +3.5 +2.4 +6.7 +3.0
How Do We Compare
SPORT # of PARTICIPANTS % CHANGE (millions) • Target Shooting • Paintball • In-Line Skating • Artificial Wall Climbing • Tennis • Golf 19.8
9.8
19.2
8.6
17.3
27.3
+12.7 +13.3 - 10.8 +20.2 +5.9 - 1.8 Source: SGMA Super Study of Sports
Team Sports Comparison
2003 vs. 2002 • Baseball +4.6% • Softball • Basketball • Volleyball - 3.4% - 3.1% - 5.6% • Football • Cheerleading • Soccer • Ice Hockey • Lacrosse - 4.0% - 0.6% +0.2% +6.8% +22.9% Source: SGMA Super Study of Sports
Major League Baseball
• Increased average attendance • Growth in younger fans • Increased gross revenue Source: USA Today
Taking Action
• Golf Industry • Tennis Industry
Golf...
The Situation
• Flat/decrease in golfers • Flat/decrease in rounds played • Too many facilities • Decrease in sales
PGA Tour...
Support
• Industry leverage • Financial
• PGA Tour • LPGA • PGA of America • USGA • NGCOA • GCSOAOA • CMAA • Titleist • ClubCar • Callaway Golf • Golfweek • Nike Golf
Mission
To align the golf industry behind a plan that addresses the future of golf in a strategic manner, with an emphasis on accelerating growth and participation, and creating new avenues of access into the game.
Areas of Focus
• Adult player development • Junior golf • Alternative facilities • Colleges • Research • Communication
Accomplishments
• 2001 segmentation study • Industry definitions • Juniorlinks.com
• Link Up 2 Golf • National school golf program
Results
• Industry coordination • Proactive programs • Increased rounds played
Tennis...
The Situation
• Unable to regain lost players • Erosion of frequent players • Unable to retain beginners • Decline in equipment sales
Tennis...
The Opportunities
• 5 to 10 million Americans try tennis • Those who take lessons continue to play
The Campaign
• Tennis Welcome Centers • Tennis marketing campaign • Learn to play tennis…fast!
Industry Support
Tennis Welcome Centers
• No charge for trial racquets • Free trial lessons • Organized social experiences • Follow up programs • Low pro/student ratio
Tennis Welcome Centers
• 3,000 participating facilities • Manufacturer P.O.P. support • TENNISWELCOMECENTER.com
Tennis Marketing Campaign • Drive player recruitment, retention • Reshape the perception of tennis • Generate excitement
Results
• Industry coordination • Proactive programs • Stay tuned….
Baseball/Softball...
Next Steps
• High fan interest • Proactive programs Growing the GAME… together
Baseball/Softball...
Opportunities
• Build on fan interest • Promote unique programs • Maximize “America’s games” • Make it easy
Growing the
GAME...
• Have existing organization and programs • Need broader industry participation • Need youth baseball initiative • Need major sponsorship