THE BARCLAYS PREMIER LEAGUE: 380 MATCHES, 1,052 GOALS SCORED, 14,000,000 MATCH ATTENDERS, 227,000 HOURS OF TV COVERAGE A YEAR TO 645,000,000 HOMES IN 212 BROADCAST TERRITORIES, GENERATING AN AUDIENCE OF 4,200,000,000 VIEWERS. 930,000,000 FOLLOWERS WORLDWIDE, 21,000,000 FACEBOOK LIKES

IT’S ALL ABOUT THE FOOTBALL

2 Sportcal Insight Barclays Premier League 3In numberspremierleague.com

IT’S ALL ABOUT THE FOOTBALL The Barclays Premier League is widely regarded as the world’s most popular and exciting football league, with matches played out in front of packed stadiums while millions more supporters catch the action on TV and online. Drawing on independent research conducted for the Premier League, Justyn Barnes from Sportcal Insight takes a look at the story.

The Premier League has become a truly global phenomenon, inspiring passion and emotion from Los

Angeles and Lagos to Guangzhou and Mumbai, while providing compelling content for broadcasters and huge exposure for sponsors all year, every year.

The Premier League has not become the world’s league by accident. Since its formation in 1992, the League’s football first approach has underpinned its development. Everything starts and finishes with the football and everything else – the fans, the sponsors, the broadcasters, and the community programmes – flow from that.

Last season, the title race was compelling to the last, with the lead at the top of the table changing 25 times. The battle for Champions League places and to avoid relegation was equally compelling and unpredictable. The Premier League’s equitable income distribution model rewards success, but offers all of its clubs significant sums to reinvest in top-class players, and helps fuel this drama. Further investment in lower leagues, competitive schools football and community programmes is designed to nurture football’s future prosperity.

This special report crunches the numbers behind the huge interest in the Barclays Premier League both locally and globally. We identify the key areas of support, the emerging markets and the new ways in which fans are engaging with the League.

15,500,000

5,300,000MATCH-ATTENDING SUPPORTERS

IN BRITAIN

1,052 GOALS SCORED IN

THE 2013/14 SEASON

161PREMIER LEAGUE FOLLOWERS

IN BRITAIN

B

150 NEW ARTIFICIAL

GRASS PITCHES FUNDED OVER THREE YEARS

5 MILLION TWITTER

FOLLOWERS

21 MILLION FACEBOOK

‘LIKES’

FOOTBALL CLUBS (20 PREMIER LEAGUE, 72 FOOTBALL LEAGUE

AND 69 FOOTBALL CONFERENCE CLUBS) RECEIVING PREMIER

LEAGUE SUPPORT FOR COMMUNITY PROGRAMMES

930 MILLION FOLLOWERS WORLDWIDE

227,000 HOURS OF COVERAGE PER YEAR TO 645 MILLION HOMES IN 212 BROADCAST

TERRITORIES TO AN AUDIENCE OF 4.2 BILLION VIEWERS

20,000 PUPILS FROM 2,115

SCHOOLS ENGAGED

IN PREMIER LEAGUE

FOOTBALL TOURNAMENTS

KITS FOR BRITISH

SCHOOLS AND AMATEUR

CLUBS

48,825

95.9% STADIUM OCCUPANCY

IN 2013/14

ALL FIGURES IN THIS PUBLICATION ARE TAKEN FROM RESEARCH BY POPULUS, REPUCOM AND THE PREMIER LEAGUE

4 Sportcal Insight Barclays Premier League 5Football nationpremierleague.com

FOOTBALL NATION

Match-attending fans are the Premier League’s key audience, consuming and

engaging with the League the most across all available consumption channels. Men account for three-quarters of Match Attenders and under-35s are the age group most likely to attend games.

The average season ticket holder attends 10 home and five away matches per season, while Casual Attenders average five matches in total (three at home, two away).

Last season, 13.94 million people attended Barclays Premier League matches, producing an average match attendance of 36,690. This equated to a record stadium occupancy rate of 95.9%, highlighting how the Premier League, formed back in 1992, continues to deliver a compelling spectacle across 10 months of the year.

For the vast majority of fans, going to a Barclays Premier League match is a social experience which they share with friends (51% of Match Attenders), with their partner or spouse (20%) or with their children (29%). Parents who take their children to matches tend to travel to matches in their own car and spend more on food, drink and merchandise at the ground than the average Match Attender.

BILLIONS REINVESTED Billions of pounds generated by the Premier League since its formation in 1992 have been reinvested in stadium facilities, which have improved out of all recognition. This has helped to make the stadia more family-friendly.

The Premier League engenders enormous appeal among the Black and Minority Ethnic (BAME) population of Britain. Thirty-seven per cent of

The success of the Premier League is, of course, firmly rooted in its enduring popularity at home in Britain. A 2013/14 Populus survey of the ‘Football Nation’ shows that 42% of Britain’s adult population, which amounts to 20.3 million people, follow football. A third of adults (rising to half of adult males), follow the Barclays Premier League and almost a quarter (23%) support a Premier League club.

11%Support a Premier League club and attend matches

5.3M Adults

23%Support a Premier League club and watch them live

on TV 11.1M Adults

32%Actively engaged with the Premier

League 15.5M Adults

42%Interested in

football 20.3M Adults

SOURCE: POPULUS 2013/14

6 Sportcal Insight Barclays Premier League

BAME adults are Premier League fans (compared to 32% for the general population) and the proportion of this group attending matches is growing season-on-season: 15% of the BAME population regularly attended matches in the 2013/14 season, up from 11% in 2009/10 and 13% in 2011/12.

Participation is a key driver of engagement among BAME fans, with nearly half of BAME Match-Attenders saying they play football regularly, and two-thirds saying they played regularly as children.

BEYOND THE STADIUMWhen they are not supporting their clubs at the match, fans devour the latest Premier League news and share their views via a wide range of media. It is football that prompts millions of Britons to turn to the sports pages or newspapers, reach for the TV remote or interact with star players, pundits and fellow fans via Twitter and other social networks. They further demonstrate their passion by buying merchandise, playing EA SPORTS FIFA game and collecting Topps’ Premier League stickers or trading cards.

The quality of football is cited by match-attending fans (57%) and non- attending fans (61%) as the top reason for watching the Barclays Premier League. The quality of TV coverage is more important for non-attending fans (38% compared to 24%), though, on average, Match-Attenders watch more live televised matches compared to football followers in general. And

three-quarters of Match-Attenders subscribe to a sports channel, compared to half of all football followers.

The appetite for the Premier League is strong among all types of supporter, with 68% watching highlights on TV and 52% watching live matches at home on TV at least once a month.

Increasingly, fans are going online to keep up-to-date with the competition. The official website is a popular destination for fans with one-in-five Premier League Match-Attenders regularly visiting it, while its Twitter and Facebook accounts have millions of followers and ‘Likes’.

A quarter of fans use the internet at least once a day for information about the Barclays Premier League, rising to half of Match-Attenders. Almost one-in-three Match-Attenders also check their club’s website every day.

So Britons have a seemingly insatiable appetite for football – and particularly Premier League football.

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Top reasons for watching Premier League footballMatch-Attending fans

Non- Attending fans

20%of Premier League Match-Attenders regularly visit the official Premier League website

The action and drama on the pitch, the passion, devotion and traditions of the fans who follow the action in packed stadiums, home-grown talent and the host of international star players all contribute to the unique and growing global appeal of the Barclays Premier League

11World’s Leaguepremierleague.com

Players were selected from 18 of the 20 Premier League teams to represent their countries at the 2014 FIFA World Cup finals in Brazil. Indeed, 29 of

the 32 participating nations included one or more players drawn from English club football.

Players from 75 countries are registered with Premier League clubs, bringing a cosmopolitan flavour to the action each week. Many of the world’s finest talents, Sergio Agüero, Mesut Özil, Yaya Touré and Robin van Persie, continue to be attracted to compete alongside home-grown stars such as Wayne Rooney and Daniel Sturridge. As the competition is infused with such international quality, it is little wonder that it is by far the most popular league in the world, attracting a staggering number of followers across the globe.

At the last global count, of 2.3 billion ‘football fans’ (i.e. people with an interest in football), 1.2 billion were Premier League fans. Of these Premier League fans, 930 million were classified as ‘followers’ who follow the League in some form of media each month, and 780 million confirmed as supporters of individual clubs.

Closer analysis of the fanbase in some of the key and emerging markets underlines the breadth and depth of passion that exists and the potential for even more growth – as we show on the following pages.

THE WORLD’S LEAGUE

2.3BN

football fans globally

1.2BN

Premier League fans globally

75

countries with players represented

in the Premier League

12 Sportcal Insight Barclays Premier League 13World’s Leaguepremierleague.com

NigeriaIt seems strange to say it of an African country, but Nigeria can reasonably be described as the heartland of the Premier League. Nigerians are absolutely fanatical about football. Eighty-three per cent are interested in football – more than double the number attracted by the next most popular sport, athletics (36%).

In total, there are 76 million football fans in the country, a staggering 54.5 million of whom follow the Barclays Premier League and 62.3 million who follow the fortunes of a particular club. A shared language with Britain and a string of Nigerian players such as Nwankwo Kanu, Jay-Jay Okocha, John Obi-Mikel and Shola Ameobi performing well have strengthened this long-distance love affair.

Nigerians view the Barclays Premier League as fast, competitive and glamorous. Unlike many countries where the FIFA World Cup dominates the popularity stakes, the Premier League tops the charts with 65% interest compared to 63% for the World Cup. Premier League fans in Nigeria are predominantly male (64%). Thirty-five per cent of the fanbase are aged 16-29, with 43% in the 30-49 age bracket.

“Most people follow [the Premier League] because they find more African players are playing there, they play more and the football is skillful.”Premier League football fan, Lagos

“It’s amazing to watch the fans in the stadium, atmosphere and the rest.”Sports fan, Lagos

IndonesiaIndonesia is another firmly established market for the Premier League. Indonesians love their sport, and football is the number one passion with interest from 78% of an adult population of 156 million people.

This enthusiasm sustains despite the national football team’s conspicuous lack of success – they have qualified just once for the FIFA World Cup finals, way back in 1938 – and their domestic Super League attracts average attendances of 10,000 people.

The FIFA World Cup (59%), Indonesian Super League (57%) and the Premier League (57%) are the football ‘events’ that garner most interest, but the significant popularity of La Liga (44%), Serie A (41%) and the UEFA Champions League (34%) shows the Indonesians’ fanaticism for football in general.

Interest in the Barclays Premier League cannot be overstated with 96.2 million adults classified as Premier League fans, and a massive 75.4 million supporting specific clubs. With 45% of those fans aged 16-29, and just 4% falling into a low household income bracket.

USAUSA has its own distinct roster of major league sports, including American football, basketball, baseball and ice hockey, which have traditionally dominated the sporting landscape. However, the relatively new-to-America sport of ‘soccer’ has established a significant niche, and recent signs are that this emerging market is finally set for exponential growth.

Traditionally, young American children play soccer at school before the boys switch to core domestic sports in their teens, and, consequently, the women’s game has been stronger than the men’s. However, David Beckham’s spell playing for LA Galaxy in Major League Soccer attracted new fans. Add to that the huge increases in Premier League viewing figures on NBC and the inspiring performance of the USA national team at the 2014 FIFA World Cup could prove to be a tipping point.

At the last count, there were 59.9 million soccer fans in the USA, with 22.6 million Premier League followers and 10.1 million club supporters. American people like to watch the best, and the Barclays Premier League is widely held to be the best league. The feedback from Populus focus groups is that it is perceived to supply entertaining football, with unpredictable outcomes and intense rivalries, all played out in front of packed stadiums of passionate fans. The presence of USA international stars like Tim Howard and Jozy Altidore in the league stokes up additional interest. Premier League clubs are also doing their bit by regularly playing pre-season friendlies in the USA – ahead of the 2014/15 season, nine clubs – Arsenal, Aston Villa, Crystal Palace, Liverpool, Manchester City, Manchester United, Swansea City, Tottenham Hotspur and West Bromwich Albion – will all cross the pond to play in front of their American fans.

“It’s seen as the pinnacle of the sport. It’s like the same way we watch the NBA or NFL – we have a habit of watching the best league of whatever sport.”Premier League football fan, New York

BrazilFootball is a way of life for the 93.6 million fans in Brazil, among whom the Brazilian Serie A league and the pan-regional club competition, the Copa Libertadores, have the biggest following. However, the Premier League has a strong fanbase of 17.1 million fans.

Since the 2003/04 season when there were just eight Brazilian players, as many as 18 players (2008/09 season) have played in the League in any one season. With the likes of Oscar and Willian at Chelsea, Paulinho and Sandro at Tottenham Hotspur, and Philippe Coutinho and Lucas at Liverpool among 13 Brazilians featured in the Barclays Premier League during the 2013/14 season, interest in the league and its clubs is growing.

Brazil’s Premier League fans are predominantly male (79%) and with 49% enjoying high household incomes and 37% aged 16-29, it’s a young and affluent fanbase.

“It’s the world’s football elite. The best players are there.”Premier League football fan, Rio De Janeiro

76,000,000Number of football fans in Nigeria, 54.5m of whom follow the Premier League

75,400,000Number of people in Indonesia who

support a Premier League club

22,600,000Number of people in the USA who follow the Premier League

QatarQatar has an obsession with football and 60% of Qatari adults follow the game (the second ranked sport, swimming, attracts 33% interest).

As with most emerging football markets in the early stages of development, fans tend to follow individual superstar players, such as Lionel Messi and Cristiano Ronaldo. It is therefore unsurprising that the World Cup, when it comes round every four years, is the Qataris’ favourite competition of all (67% interest). However, the Premier League attracts a passionate legion of fans numbering 800,000 (45% of Qatari adults), more than any other league. Eighty-two percent are male (compared to 60% of the adult population) with 35% aged 16-29 and 53% aged 30-49.

14 Sportcal Insight Barclays Premier League

IndiaFootball has a similar challenge in India to the one it faces in the USA, where it competes for attention against long-established sports. In India, however, it is just one sport – cricket – that dominates. An eye-popping 79% of Indian adults are devoted followers, but football (31%) is lodged firmly in second place well ahead of the next most popular sport on 16%. With over 89.3 million adults following the ups and downs of a Barclays Premier League season, it is a hugely valuable emerging market.

The relatively recent upsurge in interest in the sport means club allegiances have not been passed down from previous generations. Premier League fans there are predominantly male (84%), aged 16-29 (62%) and in the medium/high household income groups (69%/13%). Young, affluent males keen to stand out from the crowd see football as an aspirational sport, and 48.1 million Premier League club fans are eager to show their support.

Eleven percent of the adult population claim an interest in the Barclays Premier League, with only the FIFA World Cup (25%) grabbing more attention.

“Until the end, you don’t know who is going to win or lose.”Premier League football fan, Mumbai

ChinaFootball is ranked fifth in the list of Chinese people’s sporting interests (30% of the adult population), but such is the country’s size that it represents by far the biggest Premier League audience in the world. Football may be a less-established sport, but it is taking off in a big way. A third of adults equates to 307 million people, including 174 million Premier League fans (84% male) and 57.1 million fans of a specific club.

The domestic Chinese Super League is perceived to have a long way to go to match the quality of European football leagues, among which the Premier League (18% of adults) arouses most interest.

The age and income profile of China’s Premier League fans is very similar to that of the country as a whole; with 30% of fans aged 16-29 and 38% and 47% respectively enjoying medium or high incomes.

“The Premier League is very exciting because they’re very fast. You don’t want to keep watching people who defend all the time.”Premier League football fan, Beijing

30%Percentage of Premier League fans in China aged between 16-29 who enjoy medium to high incomes

89,300,000Number of adults in India who follow the Premier League campaign

DEFINITIONS:‘‘Football Fans’ (Football Interested)All respondents with a ‘top 2 box interest in football (very interested or interested). ‘Premier League Fans’ (Premier League Interested)All those aware of the Premier League with a top 2 box interest in the Premier League (very interested or interested). ‘Premier League Followers’All those with a top 2 box interest in the Premier League (very interested or interested) who follow the Premier League at least once a month in the media. ‘Premier League Club Supporters’All those aware of the Premier League who named a Premier League club as their favourite football club from abroad (in UK: favourite domestic football club).

15Global mediapremierleague.com

This huge demand for Premier League football around the world has been met, and fed by, extensive and high-quality global media coverage.

For 10 months of each year the Premier League’s live broadcast licensees screen 227,000 hours of match coverage across 212 broadcast territories into 645 million homes. A variety of kick-off times – from 12.45pm on Saturday to midweek at 8pm – and highlights shows enable fans in all continents to watch matches at convenient times. In total, the Barclays Premier League attracts an estimated cumulative TV audience of 4.2 billion viewers, an extraordinary figure which compares favourably to the TV audiences for other major international sporting competitions.

At home in the UK, football is in first place as the most popular sport on TV, with 46% of adults citing it as their

GLOBAL MEDIA COVERAGE

212

broadcast territories

4.2BN

global TV audience

645M

homes across the world with access to channels

broadcasting the Premier League

16 Sportcal Insight Barclays Premier League 17Global mediapremierleague.com

preferred sport on TV, way ahead of tennis (24%), cricket, rugby and athletics (all 14%). This voracious demand is met by over 3,672 hours of coverage on both subscription and free-to-air TV.

During the 2013/14 season, Sky Sports and BT Sport attracted an average of 1.32 million viewers and the Premier League had an average UK audience of 18.6 million viewers per match week (38 match weeks per season) across all programming.

The BBC’s free-to-air Match of the Day highlights programme remains a national institution (it was viewed by over 70% of the UK TV viewing population last season), while extensive radio coverage is available via BBC Radio, talkSPORT and Absolute Radio.

A significant change occurred at the start of the 2013/14 season when BT took over from previous broadcaster ESPN and challenged BSkyB in the UK pay-TV market. It offers its BT Sport channels online, free to BT broadband subscribers and via traditional TV channels, screening 38 live matches compared to Sky’s 116 live games.

Additionally, both Sky Sports and BT Sport provide a comprehensive schedule of support programming, and Sky Sports has the broadcast rights to 226 ‘near-live’ matches per season.

Not wanting to miss a thing, 60% of Premier League fans now consume some of their Barclays Premier League football on a computer, while 41% access the action on a mobile device.

The Sun and The Times currently hold the rights to ‘near live’ clips for all 380 matches per season – this package includes the rights to make available video clips of all matches on the internet and mobile devices, with in-game clips for all matches excluding 3pm Saturday kick-offs.

In India, almost two-thirds of TV households have a pay-TV subscription, broadband and mobile markets are booming. While cricket streaks away as the preferred TV sport (94%), football is established in second place (37%). With a young, vibrant audience for football, the country provides fertile ground for the growth of the Premier League.

Last season, Star Sports began providing a dual audio feed for Barclays Premier League matches in Hindi as well as English. Indian viewers are now able to choose in which language they want to hear live commentary and all matches are available in HD.

“I watch the Premier League because of the quality of football played and, most importantly, it has the best coverage.”Premier League football fan, Kolkata

In contrast to India and the general picture in the Asia & Oceania region, pay-TV is still in its infancy in Indonesia with a little over three million subscribers. Premier League broadcast consumption on mobile devices (17%) and computer (14%) is growing and News Corporation, which currently holds exclusive rights to internet and mobile TV clips in Indonesia, will be looking to increase engagement via these channels.

Media agency MP & Silva holds the Premier League broadcast rights until the end of the 2015/16 season. Under the deal, Barclays Premier League matches are primarily broadcast on beIN Sports, which launched three channels in Indonesia to cover football, one of which is dedicated to the Barclays Premier League – beIN Sports 3HD Premier League.

400,000,000Number of households in China with a television

Unsurprisingly, China is the world’s largest television market, with a staggering 400 million TV households. This vast media landscape is also quite unique.

Over six thousand hours of Premier League football coverage is screened in China, and all of it is free to view via regional cable companies. The eight-hour time difference means early-afternoon kick-offs broadcast during primetime generate the largest viewing figures.

For the 2013/14 season, China held a 3% share of the Premier League’s global audience, but that seems sure to rise, especially as the League is a hot topic for daily debate on social media. The Premier League has a burgeoning following on mobile social media platform WeChat, and over two million fans on Sina Weibo, the hybrid Twitter/Facebook-style site that delivers bespoke content to Chinese fans in Mandarin.

“The coverage time is pretty ideal for us.”Premier League football fan, Beijing

Premier League broadcast rights are sold in a package for the West Asia region, which covers Bangladesh, Bhutan, India, Maldives, Mongolia, Nepal, Pakistan and Sri Lanka. And the viewing figures are hugely impressive – during the 2013/14 season, 4,400 hours of coverage reached an audience of over 92 million viewers.

From the 2013/14 season to 2015/16 season, the rights are held exclusively by Star TV, which also broadcasts the Spanish La Liga, Italian Serie A, the FA Cup and England international matches on its Star Sports channels.

31.5mNumber of Americans who tuned in to NBC’s coverage of the 2013/14 Premier League season

Two matches per round are also broadcast free-to-air – one at 3pm Saturday on Indosiar and one 4pm Sunday match on SCTV – together with the weekly highlights, thanks to a sub-licensing agreement with EMTEK media group.

Access to satellite or cable television is required in Brazil to watch Premier League coverage, which means it tends to be more affluent Brazilians who watch it. However, with 74% of adults watching football on TV and Brazilian broadcasters upping their commitment to Premier League broadcasts, the potential for growth is clear.

Word is also spreading via social media – the Premier League’s Facebook page, with content conveniently supplied in Brazilian Portuguese, has over one million likes. Only Indonesia (3.2 million likes), Thailand (2.0 million) and India (1.2 million) have greater engagement with the Premier League via Facebook.

In the USA, soccer is overshadowed by more established sports, with just a tenth of Americans naming it as one of their preferred TV sports. However, at the start of the 2013/14 season, NBC took over from Fox Sports and ESPN as the sole holder of Premier League broadcast rights.

It was a game-changing deal for the Premier League, with NBC screening all 380 matches live – 196 matches on the networks of NBC Universal and 184 matches via the Premier League Extra Time bonus package – including simultaneous live coverage of all 10 games on the last day of the season. Matches are also broadcast in Spanish on the Telemundo and mun2 networks.

A record 31.5 million Americans tuned in to NBC’s 2013/14 season coverage, more than doubling the

Sportcal Insight Barclays Premier League18

1Number of free-to-air matches made available throughout Africa every week

reach of 13.3 million who watched the previous season (source: The Nielsen Company). It remains to be seen whether the hoopla surrounding the USA national team’s heroic efforts at the World Cup will lead to another spike in interest in the League widely regarded by fans as the best.

Across the Middle East and North Africa (MENA) region, broadcast markets are dominated by free-to-view satellite broadcasters and to date, demand for pay-TV has been low. However, there is healthy competition among pan-regional sports broadcasters such as OSN, beIN Sports and Abu Dhabi Sports, for premium sports content including the Premier League. And this is helping to drive pay-TV subscriptions across the MENA region and satisfy growing appetite for football.

For example, football is far and away the most popular TV sport in Qatar with 63% citing it as their preferred sport on TV, way ahead of the second-placed sport on 20%. For many Qatari fans, watching football on television is a great social activity, with fans visiting each other’s houses or local cafes and restaurants. It helps that the time difference in Qatar is only two hours ahead, which means Barclays Premier League matches are at convenient viewing times.

No wonder then that last season, the Premier League had a cumulative audience in the MENA region equating to 13.8% of the League’s worldwide audience.

beIN Sports took over broadcast rights for Barclays Premier League matches across the MENA region, at the start of the 2013/14 season. The sub-licensing deal was struck with MP & Silva, which now owns the rights to all 380 Premier League matches per

season, across all media platforms and across 23 broadcast territories. 

In Africa, the Premier League has successfully harnessed the passion for football among all income groups by making one free-to-air match per week available throughout the continent. Furthermore, all matches are available via the SuperSport subscription TV service, which has made out-of-home viewing in bars and specialist ‘viewing centres’ popular options. The viewing centres, which sometimes charge an entry fee, show concurrent matches on different screens (unlike bars which typically only show one match at a time) – perfect to satisfy African football fanatics who feast on over 7,000 hours of Premier League coverage per season.

“In a bar, they have just a screen but in ‘viewing centres’, they will have two screens. Let’s say Chelsea and Arsenal play at the same time, you can watch the two matches together, so most people like to go to viewing centres.”Premier League football fan, Lagos

Altogether, then, with high-quality coverage across all media platforms available to a massive and expanding fanbase, the Barclays Premier League offers a lasting level of global exposure that few, if any, sports properties can match.

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