International Stadia Operators Survey (2012)

8/12/2019 International Stadia Operators Survey (2012)

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SPORT+MARKT AG, REPUCOM International 2012

INTERNATIONAL

STADIA OPERATORS SURVEY 2012


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RSMG Insights was formed with the aim of providing a global platform in sponsorship monitoring, analysis and valuationto the sports business market. As a strategic holding RSMG Insights manages a portfolio of brands which, for morethan 25 years, have been among the leading service providers in the sports research industry. With more than 1,400employees in 20 wholly owned offices around the world and the leading technology and facilities, RSMG Insights hascreated the industrys first global, independent, full-service portfolio for sponsorship research and consultancy.SPORT+MARKT and REPUCOM International are RSMG Insights brands.With its own Stadia Consultancy Unit, RSMG Insights understands the stadia business, the needs and revenue streams

as well as the trends of stadia management. With an impartial eye and expertise in analysing data, we have developedinnovative services for arena and stadium operators, clubs, rights agencies and the public sector, including models forpotential analysis, evaluation of stadium-related marketing rights, as well as financial and constructional issues.For the second time SPORT+MARKT and REPUCOM International have conducted the International Stadia OperatorsSurvey. Over 700 stadium operators from 37 countries were invited to participate and we are delighted to have achieveda response rate of 10% again. Interesting feedback and insights from 22 markets was collected and analysed in detail.The following document shows key results and findings.

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INTRODUCTION

Our unique approachFrom financing to marketing strategyResearch-based consultancy: In-house marketresearch, media evaluation and market intelligenceInternationally approved forecast models

Partner network and consortium experienceExcellent know-how from one of the world's mostcommercially successful stadia marketsTeam of international sports business consultantsOver 25 years of experience


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GEOGRAPHICAL DISPERSION OF THE SAMPLE / METHOD

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Investigation in 37 countries with responses from 22

Countries within thesurvey population

Universe: Op erators of stadia with a capacity of more than10,000 seats

Population: 7 00 stadia operator s from 37 countries

Investigation technique: Self- administered q uestionnaires

Sample: 70 sta dium m anagers (response rate: 10%)

Fieldwork:(including follow-up phase)

May-August, 2012

Main sport played in the stadium81% Football / Soccer7% Rugby3% Cricket3% Aussie Rules Football1% American Football1% Athletics1% Baseball


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SPORT+MARKT AG, REPUCOM International 2012 4

HOW THE AVERAGE STADIUM IS MADE UP

Regular capacity: 34,169

Business seats: 1,235

Disabled seats: 134

Media/press seats: 172Seats in units/boxes: 1,003

Country

Average stadium size*(Football, First division,

2011/12)

Germany 48,716

Italy 44,428

Brazil 39,037

Mexico 38,611

England 38,567

Spain 35,356

Japan 30,992

France 26,748

*Source: SPORT+MARKT Market Intelligence


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BUSINESS / HOSPITALITY AREAS

Yes84%

No16%

BUSINESS SEATSIN THE STADIUM?

UNITS / BOXESIN THE STADIUM?

1,003 seats 58 boxes

17 seats per box

Yes67%

No

33%

1,235 seats


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WHICH SPECIAL INFRASTRUCTURE IS PREVALENT?

49%

S t a d i u m

T V

L E D W a l

l

A d a p t s i z e

t o o c c a s i o n

R u n n i n g

t r a c

k

S o l a r e n e r g y

R e m o v a b

l e

P i t c h , C h a p e l 7%

L E D C u b e 11%

M o v e a

b l e

s t a n

d s

S l i d i n g r o o f 9%

14%

47%

21% 16%

26%


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SHAREHOLDERS: DOMINANT ROLE OF THE MUNICIPALITY

53%

19%

11%

7%

7%

6%

City / Municipality / Government

Club / Main tenant

Stadium operator

Institutional investor(e.g. bank, investment trust)

Private investor

Association

46% of the venues are wholly owned bythe respective municipality

The club / main tenant is sole owner ofthe stadium in 13% of the cases

Stadium operators (7%) or associations(4%), private (4%) or institutional (0%)investors rarely hold the majority (90-

100%) of the sharesOn average a venue has 1.2 shareholders



SOURCES OF REVENUE

49%

15%

13%

8%

15%

Primary usage Club / main tenant, e.g. rental fee

Secondary usage Non-club / non main tenant events Other sporting events Concerts / Music and cultural events

Complementary usage Business events / conferences Operation of complementary facilities Rental of shop / office space

Sponsorship

Naming Rights /Sponsorship of the stadium

Other E.g. Catering,

Membership fees,ticketing



USAGE BY THE CLUB / MAIN TENANT (PRIMARY USAGE)

On how many days in an average year? 105 days

Thereof: How many matchdays? 24 matchdays

attendance at matches of the club? 21,584

On average matches of the club fill 61% of stadium capacity

RIGHT TO MARKET HOSPITALITYFOR CLUB MATCHES 31%

73%21%

1%The club / main tenant

Third party(e.g. marketing agency)

No answer / Don't know

Stadium operator



NON-CLUB EVENTS (SECONDARY USAGE)

2.1

5.0

3.1

Music events

Non-club / non-maintenants events

Other sporting events

28,743

23,001

12,691

number of events attendance


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TYPES OF COMPLEMENTARY USAGE

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COMPLEMENTARY USAGE

Business centre / business events

Fan shop

Rental of office spaceRestaurant / Bar / Caf run by third party

(e.g. caterer)

Museum

Fitness centre

Restaurant / Bar / Caf run by stadium operator

Showrooms

Shopping facilities other than fan shop

Hotel

Entertainment facilitites (e.g. casino, cinema)

67%

57%

37%

37%

31%

23%

23%

16%

9%

3%

0% No answer / Don't know = 6%

60%

27%*

30%

40%

25%

25%

23%

5%

8%

7%

10%

* in 2010 asked as Stadium fan shop (not fan shop of the club)

Other:4% Community facilities3% Guided tours1% Observatory1% Wedding hall

Comparisonto 2010


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PLACE OF BUSINESS EVENTS IN THE STADIUM

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FOCUS BUSINESS EVENTS: 182 PER YEAR

In the hospitality area

In dedicated facilities for businessevents (business centre, conference rooms)

Within the stadium/on the pitch

Around the Stadium

79%

62%

49%

30%

SIZE OF BUSINESSCENTRE AREA

> 6,000 m

< 4,000 m

< 3,000 m

< 2,000 m

< 1,000 m

< 500 m

6.1 rooms

3,271 sqm

13%

6%

6%

9%

9%

13%


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AVAILABILITY OF PARKING SPACES

4%3%

13%

16%

24%

30%

10%

> 6,000 parking spaces

No parking spaces

< 4,500 parking spaces




< 500 parking spaces

DIRECT UNDER THE STADIUM / NEAR THE VENUE

parking spaces direct atthe venue: 1,319

ratio: 3.7%

parking spaces up to 2 km from thevenue 1,646

parking spaces more than 2 km fromthe venue: 1,993

P&R parking spaces: 1,025

available parking spaces: 5,983

ratio 17%


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BENCHMARK: RATIO PARKING IN EUROPEAN STADIA*

MODERN STADIUM

PUBLIC PARKING SPACES HOSPITALITY PARKING SPACES

Ratio 5%

Ratio 25%

Ratio 25%

Ratio 50%

*Source: SPORT+MARKT Market Intelligence


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STATEMENTS REGARDING E-PAYMENT

34%

9%

23%

34%

We already use E-Payment.

We do not yet use the system but

its introduction is already planned.

We do not yet use the system butare considering its introduction.

We will not introduce the system inthe foreseeable future.

54% : Our customers are moresatisfied since we haveimplemented E-Payment in thestadium.

38% : There will be noalternative to E-Payment in thefuture.

38% : With E -Payment we haveincreased our catering revenue.

Figures generated from Top-2-Box(Agree fully + Agree)

Comparisonto 2010


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EXISTENCE OF NAMING RIGHTS SPONSORS

46%

31%

30%

23%

24%

31%

30%

39%

30%

37%

40%

39%

the whole stadium

a sector

a conference / business room

a whole stand

YesNo, but we are considering itNo, and we wouldnt sell this right

Sponsorship of Yes -mentions

33%

46%

2010 2012

12%

31%

18%30%

15%23%


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EXISTENCE OF NAMING RIGHTS SPONSORS

* Mean Value

84%

56%

40%

33%

33%

19%

7%

Is an important revenue source.

Needs to enjoy local acceptance.

Is a good way to communicate with the audience.

In future there will be only stadiums with Naming Rights.

Is a boost for the image of a stadium and the region.

Breaks with the stadia tradition.

Attracts more people to the stadium.

Top-2- Box: Agree fully + Agree

4.6*

3.6

3.3

2.9

3.1

2.7

2.0

61%

35%

30%

38%

32%

31%

10%

Comparisonto 2010


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IMPORTANCE OF SELECTED TOPICS IN STADIA BUSINESS

84%

83%

83%

77%73%

73%

73%

71%

70%

68%63%

51%

Communication with the target group through new media channels

Improved access by public transport

Growing infrastructure / equipment in the stadium

Multi-functionality of the stadiumVarious configurations of the venue for different occasions

Cashless payment solutions using debit cards (E-Payment)

Hospitality capacities in the stadium

Diversity of catering

Sustainability (e.g. CO2-neutral, photovoltaics)

Community building / engagementNaming rights as an important revenue source

Design / integration into the city

Top-2- Box: Agree fully + Agree

4.3*

4.3

4.2

4.34.2

3.9

4.1

3.9

4.1

3.83.9

3.7*Mean value

Comparisonto 2010


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SERVICES FOR TARGET GROUP COMMUNICATION

83%

43%

40%

Social networks

Stadium-App for smartphones

Location-based services


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STATEMENTS ABOUT TRENDS & FUTURE TOPICS

What do you personally think will grow in importance in the stadia business?

"Efficiency , style andcomfort, office spaces

and hotels"

"A smart stadium - digitallyconnected stadium from matv to iptv

also allows deeper fan engagement"

"Modular construction allowingability to grow/shrink;

Technological advances - butissues with betting?

Outsourcing to specialists""Improvements in the retail food experience. Improvementsin access to social media and entertainment experiences

(large screens) etc to improve the live experience . Afocus on alternative (non-match day) revenue streams"

"Wifi for VIP- and publicareas. Ip-TV with

commercial management."

"Closer relationships will be neededbetween the tenants and stadia to

maximise the in-stadia liveexperience . Patron experience mustbe seemlessly improved which will take

co-ordination and co-operation."


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The second edition of the RSMG International Stadia Operator Survey provides insight across differentsections of the stadia business. Key findings include:

Business and hospitality areas remain an important aspect of stadium management for both match day and non-match day usage

More and more stadia are using solar energy (16%, +11%-points in comparison to 2010)

Primary usage of a venue (e.g. the rent of the main tenant) remains the main source of revenue for most stadia.However, other income streams like catering, membership fees or ticketing grow in importance. Also Sponsorshipincome including Naming Rights is increasingly recognised as a revenue source.

Parking spaces directly at the venue are rather rare (ratio of 3.7%), therefore access by public transport remains oneof the key aspects of stadia management (83%)

Since 2010, more stadia are using E-payment solutions (34%, +9% points)

Naming Rights continue to grow in importance: an increasing number of stadia sold their naming rights in comparisonto 2010 (46%, +13% points). Naming rights are seen as an important revenue stream (84%, +23% points) but, at thesame time, its understood that naming rights require local acceptance (56%, +21% points)

One crucial aspect for stadia and venues in the future is and will be integration and communication via social media

MANY THANKS TO ALL PARTICIPANTS

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OUTLOOK

CONTACT PERSON: Maria Walsh | [email protected]

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International Stadia Operators Survey (2012)

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