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Two Minute Take-‐Aways

•  NFL, NCAA Football and MLB remain most popular, while the NHL and NBA are Neck and Neck; though it’s tough at the top as most popular sports show some slippage

•  MMA surges in popularity while NCAA Football takes a hit. Boxing conEnues to struggle while horse racing becomes more popular in light of a triple crown winner

•  Walking and fitness top recreaEonal sports as cycling surpasses running/jogging. All sports have increased their regular parEcipaEon compared to 2015, except fishing!

•  Fan evaluaEons of commissioners show MLB’s Rob Manfred posEng a stellar rookie performance. NFL commissioner Goodell’s evaluaEon suffers once again

•  There has been a marked declined in approval of the Four Team College Football Playoff in idenEfying the best team in NCAA College Football

•  MLB Fans have become more tolerant for players switching teams. Pace of Play has paid off; there is a significant drop in those who think MLB Games take too long

2

Two Minute Take-‐Aways (conEnued) •  Fewer NBA Fans believe that there aren’t enough teams capable of winning a championship. NBA fans have become more tolerant of one and done

•  Less than half of sports fans support government regulaEon of daily Fantasy contests

•  NFL fans remain concerned with concussions but many are sEll willing to “take the risk.” They show strong aversion to a European based NFL team

•  Fans show concern with quality of officiaEng in the NFL this season and are more bullish on Marcus Mariota’s future prospects relaEve to Jameis Winston. Yet Winston has significantly closed the gap from a year ago

•  American sports fans are anxious about the macro economy as the presidenEal elecEon cycle heats up. The paradox lies in that at the same Eme, fans assert a three year low in budget consciousness, less difficulty in making decisions about discreEonary purchases and rejecEon of the noEon that one will scale down their lifestyle in reErement.

3

Background, ObjecEves and Methodology

•  Winter 2016 SLRG Sports Omnibus

–  Assess the abtudes and percepEons of American sports fans

•  IniEated by Sports and Leisure Research Group in 2009

•  2016 online survey of over 2,400 total respondents

4

Top Four Most Popular Sports Remain Consistent; NHL and NBA ConEnue See-‐Saw Bafle for Winter Popularity

5

86%

64% 59%

48%

29% 26%

10% 9% 6%

87%

69% 64%

51%

26% 28%

13% 10% 7%

88%

72% 68%

53%

24% 29%

10% 12% 10%

NFL Football NCAA Football MLB Men's NCAA Basketball

NBA NHL NASCAR Professional Soccer

Men's Tennis

Winter 2016 Winter 2015 Winter 2014

I watch and follow ______ closely Q

RecreaEonal Sports ParEcipaEon: All Sports Except Fishing Have Increased Their Regular ParEcipaEon Compared to 2015!

6

68%

43%

26% 24%

17% 15% 15% 13% 11%

68%

38%

21% 21%

13% 14% 11% 13% 12%

63%

40%

24% 27%

12% 13% 14% 18%

9%

Walking Weight Training/Fitness

Bicycle Riding Running/Jogging Swimming Hiking/Camping Basketball Baseball/Sonball Fishing


Which of the following sports do you parEcipate in regularly, that is at least twice per month during season?

Q

Perceived Popularity of Spectator Sports: MMA Gains Popularity, While NCAA Football and NHL Slips

7

67% 66% 64%

47% 46% 40%

34% 31% 23%

71% 76%

48% 47% 52%

40%

27% 30% 30%

75% 70%

60%

51% 50%

39%

26%

35% 34%

NFL NCAA Football MMA (Mixed MarEal Arts)

European League Soccer

NCAA Men’s Basketball

MLS (American League Soccer)

NBA MLB NHL


Please indicate whether you think this sport has become MORE popular Q

8

27% 25%

17% 15%

9% 6% 5% 4% 4% 4%

26%

6%

17%

8% 5% 5%

3% 3% 3%

26%

8%

16%

6% 5% 6% 6% 3%

Horse Racing NCAA Women’s Basketball

Women’s Tennis

NASCAR WNBA Indy Car Racing Men’s Tennis Track & Field Boxing


Please indicate whether you think this sport has become MORE popular Q

Perceived Popularity of Spectator Sports: MMA Gains Popularity, While NCAA Football and NHL Slips

(conEnued)

WNBA, NASCAR Stem the NegaEve Tide, while Boxing, Track & Field ConEnue to Struggle

9

58%

34% 32% 30% 30% 26%

22% 19% 12%

67%

33% 37%

32% 30% 31%

41%

27%

15%

61%

31% 39% 35%

43%

27%

45%

26% 19%

Boxing Track & field Indy Car Racing NASCAR WNBA Men’s Tennis Horse Racing Women’s Tennis

NBA


Please indicate whether you think this sport has become LESS popular Q

WNBA, NASCAR Stem the NegaEve Tide, while Boxing, Track & Field ConEnue to Struggle

10

10%

14% 13%

12% 11%

10%

4% 4%

17% 16%

14% 12%

11% 11%

4% 4%

12% 13% 14% 15%

12%

8%

2% 2%

MMA (Mixed MarEal Arts)

European League Soccer

NCAA Women’s Basketball

MLS (Major League Soccer)

NHL MLB NCAA Men’s Basketball

NFL


Please indicate whether you think this sport has become LESS popular Q

(conEnued)

Difference Between Those Who Say A Sport is Gaining vs. Losing Popularity: Bring on More Football

11

63% 62%

54% 42%

33% 28%

22% 21%

12% 12%

5% -2%

-15% -21% -21%

-26% -30%

-54%

NFL Football NCAA Football

MMA (Mixed MarEal Arts)

NHL Hockey MLB Baseball

European League Soccer MLS (Major League Soccer)

NBA Basketball

NCAA Men's basketball

Track & Field

NASCAR

Men's Professional Tennis

Women's Professional Tennis

Indy Car Racing

NCCAA Women's Basketball

WNBA Basketball

Horse Racing

Boxing

7.3

7.0

6.2

4.6

7.6

6.3

6.3

4.8

6.5

6.1

5.8

7.1

Gary Befman, NHL

Roger Goodell, NFL


Approval RaEngs on Commissioners: Silver ConEnues to Succeed, Manfred has stellar rookie performance and Goodell feels the heat

12

David Stern, NBA

Adam Silver, NBA

Bud Selig, MLB

Rob Manfred, MLB

Topical Issues: Fans Uncertain that College Football Playoff Has Ability to Crown a True Champion

13

TOP 3 BOX SUMMARY 2016 Sports Fans

2015 Sports Fans

2014 Sports Fans

There are too many college bowl games 66% 59% 57%

In general, college coaches are overpaid 52% 54%

The Four team College Football Playoff has done a great job in idenEfying the best team in NCAA College Football

39% 49%

College athletes should receive cash compensaEon for their parEcipaEon in Division I sports

32% 35% 27%

Major college conference realignment has been a posiEve for me, as a fan

16% 20% 14%

Topical Issues: MLB's Pace of Play IniEaEves are Reaping Dividends

14


2015 Sports Fans

2014 Sports Fans

I wish that MLB could find a way to keep star players on their original teams for more of their careers

52% 60% 57%

Commissioner Manfred acted properly in not lining the ban on Pete Rose.

45%

Major League Baseball games take too long 31% 48% 63%

The Chicago Cubs will win the 2016 World Series 11%

Topical Issues: Majority of Fans Embrace the 3-‐on-‐3 Playoff

15

57% 35%

8% Top 3 Box

Middle 4 Box

Bofom 3 Box

Level of Agreement: “The new NHL 3-‐on-‐3 playoff format has been a great change for hockey”

Topical Issues: Majority of NBA Fans Look For a Warriors Repeat; More Tolerance for "One and Done" College players

16


2015 Sports Fans

2014 Sports Fans

I'd like to see eligibility rules modified to require prospecEve NBA players to stay in school for at least two years

57% 67%

The Golden State Warriors will repeat as NBA Champions this season

53%

There aren't enough teams capable of winning a Championship in the NBA

29% 32% 48%

The NBA Dran Lofery system is working well for compeEEve balance in the league.

25%

Topical Issues: Fans Concerned With Quality of OfficiaEng

17


The quality of officiaEng was a major issue in the NFL, this season 53%

I’m excited about the prospects of the NFL returning to Los Angeles 14%

If given the choice, I’d rather watch NFL football on a streaming service than on broadcast television 5%

I'd be excited to see an NFL team based in Europe 5%

Topical Issues: Fans Reject Government RegulaEon of Daily Fantasy Contests

18

42%

31%

29% Top 3 Box

Middle 4 Box

Bofom 3 Box

Level of Agreement: “Government regulaEon of daily fantasy contests is necessary to protect the public interest”

The Concussions ContradicEon: The Concussions ContradicEon: A Serious Issue… But Over a Third of NFL Fans Would Risk the Threat for an NFL Career… And It’s Not Just Those Under 35

19

Assume for a moment, that a genie offers you the following proposiEon: You will be given the opportunity to live or re-‐live your life with the ability to become an All-‐Pro NFL player, recognized as one of the best at your posiEon in the league and compensated accordingly. You will enjoy a lucraEve 10 year career that enables you to reEre from the game with both celebrity and lifeEme financial security. However, at age 65, you will begin to show the onset of demenEa. Do you accept the genie's offer?

Q

34% 45%

37% 44% 39%

62%

Total Age Under 35

2016

2015

2014

% YES “The issue of concussions in football is among the most serious problems that must be dealt with”

62%

67% 65%

2016 2015 2014

Quarterback of the Future? NFL Fans Favor Mariota; Jameis Gains Popularity

20

Who will ulEmately have the befer NFL career? Q

63%

37% Marcus Mariota

Jameis Winston

Other Fan Abtudes: Drop in Agreement that Athletes are Role Models; Fans Feel Tiger Woods Career is Coming to an End

21

Top 3 Box Summary

2016 Sports Fans 2015 Sports Fans 2014 Sports Fans

*Base: Golfers

40%

35%

28%

17%

6%

6%

40%

35%

32%

23%

18%

5%

43%

41%

24%

16%

41%

6%

In general, professional and collegiate teams are too quick to fire head coaches or managers

I'd rather watch pro sports on TV than afend a live game

Professional athletes are role models

Once an athlete becomes a public figure, it is acceptable for his or her private life to be open to public scruEny

I expect Tiger Woods to win a Major in 2016*

I'm interested in learning more about the private lives of top sports stars

Other Fan Abtudes: Minimal Interest in Watching Sports in a Virtual Reality; Soccer Not SupplanEng Other U.S. Sports in popularity in the near future.

22

Top 3 Box Summary

*Base: Golfers

If given the opportunity, I’d be interested in watching sports in virtual reality 5%

Soccer will become the most popular sport in the U.S. within the next ten years 5%

69%

57%

48%

40%

14%

78%

57% 55%

45%

12%

67% 61%

53% 46%

19%

71%

62%

52%

38%

11%

Quality service can make the ulEmate difference in what I buy

It's important to try new things This year will be a befer year for me than last year

Compared to my parents, I'm more self indulgent

If I see something I like, I don't worry about the price

2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans

Sports Fan Abtudes: Skibsh Feelings About the Economy

23

Top 3 Box Summary

36% 38% 38% 34% 34%

29%

45% 44%

37% 36% 35% 31%

42% 38% 39%

31%

37% 32%

43% 43%

31%

25%

32% 27%

I plan to spend acEvely on useful pasEmes in my

reErement

It's important for my life to include a variety of unique experiences

I feel that I will be more comfortable in my reErement than my parents are/were

I'm confident that I will have enough money to

reEre in comfort

I invest so I can reEre early

I plan to conEnue working even in reErement


Sports Fan Abtudes: Less Likely to Spend Freely

24

Top 3 Box Summary

43%

36% 36% 37% 37%

20%

45% 41% 39% 38% 37%

24%

47%

36% 35%

41% 37%

25%

39% 41%

21%

40%

33%

26%

I'm looking forward to my "golden years"

The best years of my life are sEll to come

Age 60 is the new age 40 I view reErement more as a Eme to experience new things, than as a

Eme to relax

I consider myself to be very health conscious

I plan to scale down my lifestyle in my reErement


Sports Fan Abtudes: Fans less OpEmisEc about reErement, but less willing to scale down their lifestyle

25

Top 3 Box Summary

83%

45%

24% 28%

88%

51%

30% 26%

83%

46%

28% 28%

87%

44%

28% 36%

We live in an age of constant updates

There's too much new technology to keep up with

I'm spending more Eme these days with friends and family, than I did in

the past

I've embraced social media

2016 Sports Fan 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans

Sports Fan Abtudes: Info Overload Endures

26

Top 3 Box Summary

63%

61%

41%

34%

29%

30%

23%

7%

69%

60%

48%

40%

35%

35%

34%

13%

68%

63%

46%

41%

31%

30%

27%

7%

There's really no such thing as job security any more

The gap between the "haves" and "have nots" has become more problemaEc in the US in recent years

I'm more budget conscious today than I was two years ago

Today, I have to make more difficult decisions about discreEonary purchases than I did five years ago

I feel befer about my financial situaEon today than I did a year ago

There are so many good deals these days, that I rarely ever pay full price anymore

We have seen the U.S. unemployment rate reach bofom, and the economy will add jobs this year

People will go back to spending freely on luxuries again this year

2016 Sports Fan 2015 Sports Fans 2014 Sports Fans

Sports Fan Abtudes: CauEon Persists for Job Security

27

Top 3 Box Summary

67%

23%

68%

29%

67%

25%

64%

26%

The world is less safe for children, today than when I

was growing up

Spending Eme with and caring for children and aging parents will reduce the Eme I can dedicate to

playing sports and afending sporEng events


Sports Fan Abtudes: Fans to Find Time for Sports, Despite ConEnued Family Centricity

28

Top 3 Box Summary

59%

33%

38%

18%

64%

43%

39%

23%

64%

41%

43%

27%

51%

36%

35%

16%

I'd rather spend Eme with family than with friends or business

associates

I'm spending more Eme at home than I did two years ago

I'm planning to take a major vacaEon this year

I find that I'm taking more vacaEons of shorter duraEon

than I used to


Sports Fan Abtudes: Focus is SEll on Family Yet Fewer Spend More Time at Home

29

Top 3 Box Summary

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