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Page 1: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Growing the

GAME......together

Page 2: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Perceptions &

Issues• Old people sport• Slow game• Focus on one sport• Playing time• Difficult to learn• Time consuming• Expensive• Lack of inner city opportunities

Page 3: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

There is

Hope!• Interest is up• Programs exist• It’s baseball!

Page 4: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

State of the

INDUSTRY

Page 5: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

1987 to Present

Participation Trends...

Baseball• 31.1% decrease since 1987• Rose slightly from 1987-1995• Downtrend since 1995• Loss of nearly 6 million players in last 10 yearsSource: SGMA U.S. Trends in Team Sports 2003

Page 6: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

1987 to Present

Participation Trends...

Softball• 22.4% decrease since 1987• Rose slightly from 1987-1995• Downtrend since 1995• Loss of nearly 6 million players in last 10 yearsSource: SGMA U.S. Trends in Team Sports 2003

Page 7: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

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

Page 8: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Why Players are Leaving...

Adults• Aging• Time constraints• Priorities• Technology

Page 9: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Impact on Equipment Sales• Overall sporting goods category is down• Baseball and softball are relatively flat

Source: SGMA State of the Industry 2004

Page 10: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

• Baseball 10.9 +4.6 • Softball 16.0 - 3.4 • Fitness Bicycling 12.0

+8.0 • Fitness Swimming 15.9

+9.3 • Fitness Walking 38.9 - 0.1 • Free Weights 51.6+6.9 Exercising • Stationary Cycling 31.0

+6.4

SPORT # of PARTICIPANTS % CHANGE

(millions)

How Do We Compare

Page 11: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

• Running/Jogging 36.2+0.8

• Stretching 42.1+9.7

• Yoga/Tai Chi 13.4+20.4

• Bowling 55.0+3.5 • Camping 51.1+2.4 • Hiking 40.4+6.7 • Fishing 53.0 +3.0

SPORT # of PARTICIPANTS % CHANGE

(millions)

How Do We Compare

Page 12: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

• Target Shooting 19.8+12.7 • Paintball 9.8+13.3 • In-Line Skating 19.2 - 10.8 • Artificial Wall 8.6+20.2 Climbing• Tennis 17.3+5.9 • Golf 27.3 - 1.8

Source: SGMA Super Study of Sports

SPORT # of PARTICIPANTS % CHANGE

(millions)

How Do We Compare

Page 13: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

• Baseball +4.6% • Softball - 3.4%• Basketball - 3.1% • Volleyball - 5.6% • Football - 4.0% • Cheerleading - 0.6% • Soccer +0.2%• Ice Hockey +6.8%• Lacrosse +22.9% Source: SGMA Super Study of Sports

Team Sports Comparison2003 vs. 2002

Page 14: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Major League Baseball• Increased average attendance• Growth in younger fans• Increased gross revenue

Source: USA Today

Page 15: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Taking Action• Golf Industry• Tennis Industry

Page 16: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Golf...

The Situation• Flat/decrease in golfers• Flat/decrease in rounds played• Too many facilities• Decrease in sales

Page 17: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

PGA Tour...

Support• Industry leverage• Financial

Page 18: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

• PGA Tour• LPGA • PGA of America• USGA• NGCOA• GCSOAOA• CMAA• Titleist• ClubCar• Callaway Golf• Golfweek• Nike Golf

Page 19: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

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.

Mission

Page 20: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

• Adult player development• Junior golf• Alternative facilities• Colleges• Research• Communication

Areas of Focus

Page 21: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

• 2001 segmentation study• Industry definitions• Juniorlinks.com• Link Up 2 Golf • National school golf program

Accomplishments

Page 22: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive
Page 23: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive
Page 24: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Results• Industry coordination• Proactive programs• Increased rounds played

Page 25: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Tennis...

The Situation• Unable to regain lost players• Erosion of frequent players• Unable to retain beginners• Decline in equipment sales

Page 26: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Tennis...

The Opportunities• 5 to 10 million Americans try tennis• Those who take lessons continue to play

Page 27: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

The Campaign• Tennis Welcome Centers• Tennis marketing campaign• Learn to play tennis…fast!

Page 28: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Industry Support

Page 29: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Tennis Welcome Centers• No charge for trial racquets• Free trial lessons• Organized social experiences• Follow up programs• Low pro/student ratio

Page 30: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Tennis Welcome Centers• 3,000 participating facilities

• Manufacturer P.O.P. support

• TENNISWELCOMECENTER.com

Page 31: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Tennis Marketing Campaign• Drive player recruitment, retention• Reshape the perception of tennis• Generate excitement

Page 32: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Results• Industry coordination• Proactive programs• Stay tuned….

Page 33: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Baseball/Softball...

Next Steps• High fan interest• Proactive programs

Growing the GAME… together

Page 34: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Baseball/Softball...

Opportunities• Build on fan interest• Promote unique programs• Maximize “America’s games”• Make it easy

Page 35: Growing the GAME......together. Perceptions & Issues Old people sport Slow game Focus on one sport Playing time Difficult to learn Time consuming Expensive

Growing the

GAME...

...together

• Have existing organization and programs• Need broader industry participation• Need youth baseball initiative• Need major sponsorship


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