Sports Industry Overview

Sports Industry Overview

Amount Units Year Source

Estimated Size of the Entire Sports

Industry, US 410.6 Bil. US$ 2009 PRE

Annual Company Spending for Sports

Advertising, US 30 Bil. US$ 2009 PRE

Major League Baseball (MLB)

MLB League Revenue 6.2 Bil. US$ 2009 PRE

Overall Operating Income 501 Mil. US$ 2008 Forbes

Number of MLB Teams 30 Teams 2009 MLB

Average MLB Game Attendance (162

Game Season) 32,516 Spectators 2008 ESPN

Average MLB Team Value 482 Mil. US$ 2008 Forbes

National Football League (NFL)

NFL League Revenue 6.0 Bil. US$ 2009 PRE

Overall Operating Income 790 Mil. US$ 2008 Forbes

Number of NFL Teams 32 Teams 2009 NFL

Average NFL Game Attendance (16

Game Season) 68,034 Spectators 2008 ESPN

Average NFL Team Value 1.0 Mil. US$ 2008 Forbes

National Basketball Association

NBA League Revenue (Basketball 3.2 Bil. US$ 2008/09 PRE

Related Income)

Overall Operating Income 318 Mil. US$ 2007/08 Forbes

2008/09-
Total Value of Media Contracts 7.4 Bil. US $ 15/16 Forbes

Number of NBA Teams 30 Teams 2008/09 NBA

Average NBA Game Attendance (82

Game Season) 17,497 Spectators 2007/08 ESPN

Average NBA Team Value 379 Mil. US$ 2007/08 Forbes

National Hockey League

NHL League Revenue 2.4 Bil. US$ 2008/09 PRE

Overall Operating Income 141 Mil. US$ 2007/08 Forbes

Number of NHL Teams 30 Teams 2008/09 NHL

Average NHL Game Attendance (82

Game Season) 17,476 Spectators 2008/09 ESPN

Average NHL Team Value 220 Mil. US$ 2007/08 Forbes

Sporting Equipment Sales

Revenues, U.S. Sporting Goods

Manufacturers.* 66.3 Bil. US$ 2008 SGMA

Retail Sporting Equipment Sales 42 Bil. US$ 2009 PRE

Other Sports Industry Revenue

Other Spectator Sports Leagues 3.3 Bil. US$ 2009 PRE

Horse Racing 8 Bil. US$ 2009 PRE

Golf Courses 19.5 Bil. US$ 2009 PRE

 Fitness & Recreational Centers 20 Bil. US$ 2009 PRE

Other Amusement & Recreation 19 Bil. US$ 2009 PRE

Other Revenues Associated With U.S.

Sports Industry** 165 Bil. US$ 2009 PRE

* Includes sporting goods equipment, sports apparel, fitness equipment, recreational transport
equipment and athletic footwear.
** All other revenues, including peripheral revenue such as sports-related publishing, facility
construction, food service, licensing, sponsorships, travel, gambling, etc., estimated at 38.95% of
all sports revenue.

Source: Plunkett Research, Ltd. Copyright© 2009, All Rights Reserved

Plunkett's Sports Industry Almanac 2010

1) Introduction to the Sports Industry.

The sports business means many different things to different people. This is a truly global industry,
and sports stir up deep passion within spectators and players alike in countries around the world. To
one person, sports are a venue for gambling; to another, they are a mode of personal recreation
and fitness, be it skiing, cycling, running or playing tennis. To business people, sports provide a
lucrative and continually growing marketplace worthy of immense investments. To athletes, sports
may lead to high levels of personal achievement, and to professionals sports can bring fame and
fortune. To facilities developers and local governments, sports are a way to build revenue from
tourists and local fans. Sports are deeply ingrained in education, from elementary through
university levels. Perhaps we can’t state with confidence that sports enrich the lives of all of us, but
they certainly entertain a huge swath of the world’s population. In addition to economic impact, the
largest single effect that sports create is that of gripping entertainment: hundreds of millions of fans
around the globe follow sports daily, whether via radio, television, printed publications, online or in
person, as spectators or participants.

Sports are big business. Combined, the “Big 4” leagues in America, the National Football League
(NFL), National Basketball Association (NBA), the National Hockey League (NHL) and Major League
Baseball (MLB) leagues bring in about $17 billion in annual revenue, but that’s just the tip of the
iceberg. U.S. sporting equipment sales at retail sporting goods stores are roughly $41 billion yearly,
according to U.S. government figures. A reasonable estimate of the total U.S. sports market would
be $400 to $425 billion yearly. However, the sports industry is so complex, including ticket sales,
licensed products, sports video games, collectibles, sporting goods, sports-related advertising,
endorsement income, stadium naming fees and facilities income; that it’s difficult to put an all-
encompassing figure on annual revenue. When researching numbers in the sports industry, be
prepared for apparent contradictions. For example, the NFL receives more than eight times as much
money each year for TV and cable broadcast rights as MLB, despite the fact that MLB teams play
about 10 times more games yearly than NFL teams.

When the astonishing variety of sports-related sectors are considered, a significant portion of the
workforce in developed nations such as the U.S., U.K., Australia and Japan rely on the sports
industry for their livelihoods. Official U.S. Bureau of Labor Statistics figures as of May 2008 found
that there were 13,960 professional American athletes plus 175,720 coaches and scouts, along with
12,970 umpires, referees and officials. Meanwhile, as of 2008, 510,300 Americans work in fitness
centers (up from 508,300 a year earlier), 36,900 work in snow skiing facilities (up from 36,500),
76,600 work in bowling centers (down from 77,900) and 351,500 work at country clubs or golf
courses (down from 353,000). In total, approximately 1.5 million Americans work directly in
amusement, gambling and recreation sectors. Another 50,200 work in wholesale trade of sporting
goods, and 244,600 work in retail sporting goods stores.

While it may not seem like it to the casual observer, the sports sector is constantly evolving in
terms of personal tastes, popular games and technologies. For example, the decades-old Indy 500
has been eclipsed by NASCAR in many ways. In fact, the personality and popularity of a top athlete
can have a tremendous impact on the current popularity of a particular sport—seven-time Tour de
France winner Lance Armstrong being a superb example with his extremely positive impact on
cycling.

Numbers published in an annual study by the Sporting Goods Manufacturers Association (SGMA) are
particularly informative about changes in individual sports, exercise and recreation in America. For
example, tennis is making a comeback (up 43% from 2000-2007). The fact that tennis is among
the least costly sports in which one can participate, combined with the fact one can usually get to a
tennis court without a long, gasoline-guzzling drive in an automobile, could easily push tennis to
new popularity in today’s tepid economy and high gas prices.

Which brings up the entire problem of gasoline prices in recreation and sports: clearly, expensive
gasoline significantly dampens the popularity of motor boats, RVs and anything else that has a large
engine. If gasoline prices rise to $3 or more in the U.S., sales of motorized recreation equipment
are going to plummet, except in cases where that equipment is known for high energy efficiency.
Sailing anyone?

Meanwhile, the number of people playing golf in America has been dropping. In other categories,
SGMA reports that some of the highest increases in participation for 2000-2008 were in the
activities of running/jogging, table tennis, lacrosse, spinning, pilates and paintball.

Then there’s the fact that large audiences have been watching high-stakes poker tournaments on
television recently. Does that qualify as sports broadcasting? It’s certainly a game. Moreover,
thanks to the Internet, fantasy sports teams and online betting on sports events are soaring.

One of the strongest, long-term growth trends in all of the recreation business is in fitness-related
activities. In the U.S. alone, health clubs boast 40 million members, and another 25 million
Americans use exercise machines in their homes. America’s 78 million baby boomers, with time and
money on their hands plus a growing concern about their quality of life, will boost this sector
further. Among the fastest growing activities of all, according to SGMA, are exercise categories like
spinning classes (advanced stationary bicycles), Pilates, use of treadmills and use of the elliptical
motion trainer.

Finally, evolving technologies and fashions have an immense impact on sales of sporting goods
within specific sectors. Sporting goods makers are constantly trying to create reasons for consumers
to buy new equipment. Golf ball and club makers adopt new technologies with great success. Snow
ski and board makers use new technologies as soon as they become available. Additionally, ski gear
manufacturers introduce new fashions, new colors and new styles yearly in an effort to get
consumers to buy new or buy up, regardless of whether significant new technologies are involved.

Meanwhile, the media used to deliver sports and sports related information is evolving quickly.
Sports coverage is one of the most widely viewed categories online. At the same time, digital TV
recording devices (DVRs), such as TiVo, are enabling fans to watch events according to their own
schedules. Finally, the rapid emergence of sports news and events video delivered via state-of-the-
art cell phone screens is having a major impact. Watch for continued rapid change throughout the
sports industry, as consumers’ tastes and manufacturers’ product lines evolve.

The global recession had a significant effect on sports and recreation in 2008 and into mid 2009.
Professional teams have encountered difficulty selling tickets and revenues for manufacturers of
sports and recreation equipment dropped. Gambling revenues plummeted. Consumers are still
keenly interested in their favorite sports and recreation, but they are reducing their expenses, and
they are cutting back on luxury and discretionary purchases in particular. Since ticket prices for
professional sports have become extremely expensive, sales are suffering. Golf courses are
suffering revenue declines, and a few have closed while many have delayed refurbishing projects.
Travel and tourism related to sports have declined. On the highest end, purchases of the most
expensive sports and recreation items like boats and RVs have declined significantly. At least one
major sports team fell seriously behind on its debt. Even the NFL laid off 150 employees at the end
of 2008. For the mid term, the sports industry will face significant challenges in controlling expenses
while pricing products and services in a manner that will maintain their appeal to worried
consumers.

The biggest opportunities in the sports industry today lie in providing exciting, high-value
opportunities for sports fans, such as high-tech recreational gear at reasonable prices; spectator
sports ticket packages that represent better value; high-value family recreation items that can be
used at home or near the home; exercise/fitness services and programs that will appeal to aging
baby boomers; and equipment and apparel that represents high value and exciting design.
Consumers still want to play, but they want to do so at a more reasonable cost.

About - The Sports Industry

The sports business industry is one of the largest and fastest growing industries in the
United States. Our annual survey of the size of the industry estimated the sports business
industry last year at $213 billion. It is far more than twice the size of the U.S. auto
industry and seven times the size of the movie industry.
 EQUIPMENT/APPAREL/
ADVERTISING ENDORSEMENTS FOOTWEAR
$30.86 billion $1.1 billion $33.86 billion

 
FACILITY
CONSTRUCTION INTERNET LICENSED GOODS
$3.35 billion $927 million $13.9 billion
 
MEDIA BROADCAST PROFESSIONAL SPECTATOR
RIGHTS SERVICES SPENDING
$7.7 billion $17.5 billion $32.06 billion

 
MEDICAL
SPONSORSHIPS SPENDING TRAVEL
$10 billion $14.7 billion $19.27 billion

GAMBLING OPERATING EXPENSES

MULTIMEDIA $20.3 billion $25.85 billion
$2.2 billion
Estimates of the dimensions of the sports market in
the US.

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Introduction

Sport is a complex activity encompassing spectacles like the Olympic Games and informal pick-
up games on urban basketball courts; a recreational jogger, a runner in the Boston Marathon--a
competition with thousands of participants--and people watching the Boston Marathon on
television all participate in sport in some way. Academic research on sports can be found in many
disciplines, spanning the humanities, social sciences, laboratory sciences, law, and business. In
this paper, we document the size of the sports industry in the United States from an economic
perspective.

A sizable literature on the economic impact of specific sports or sporting events already exists, in
part because of the ease of defining the limits of events like a golf tournament or season of
professional baseball. Relatively little attention has been paid in the past to estimating value of
economic activity in the sports market, perhaps because of difficulties formulating an economic
definition of sport. In our opinion, a thorough accounting of the size of the sports industry is an
important undertaking for several reasons. First, such an estimate provides some general context
for research on sport finance and economics. Second, the sport industry receives significant
subsidies from national, state, and local governments. These subsidies take many forms,
including facility construction and operation, training for elite athletes, and promotion of
participation in sport for health benefits, among others. Any full cost-benefit analysis of sports
subsidies should take into account the relative importance of the sport industry in the economy.
Finally, unlike other industries, the sport industry has a cultural significance extending well
beyond its economic boundaries. An estimate of the overall importance of the sport industry must
start with an estimate of the economic dimensions of the industry.

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The first step is to define sport, a topic that lies outside the discipline of economics. Several
definitions have been proposed. Sociologist Jay Coakley (2003) characterized sports as activities
involving gross motor skills, competition, and an organized set of rules. Economist Rodney Fort
(2006) qualifies Coakley's competition criteria to include only competition based on objective
scoring and further restricts sports to activities only using simple devices, like bats and balls, or
no devices at all. These definitions, and others, like the criteria that some participants must
receive a financial reward for success, suffer from the limitation that many sport-like activities
exist. For example, hot dog eating and bass fishing would both appear to qualify as a sport under
these definitions.

One key issue in defining sport involves identifying criteria that separate sport from games of skill
like chess or poker and from recreational activities like dancing, hiking, fishing, and gardening. A
secondary issue involves identifying criteria that appropriately define competition in a way to
distinguish sport from exercise. For example, running has a competitive dimension but jogging
does not. Weightlifting is an Olympic sport, bodybuilding is a professional sport, and competitions
based on an athlete's performance on fitness equipment like stationary rowing machines, elliptical
trainers, and stationary bicycles exist, blurring the already murky distinction between exercise and
sport.

Defining sport in a way that allows estimation of the value of economic activity in the sports
industry in a straightforward manner is very difficult. We proceed by making arbitrary, but
defensible decisions about which activities constitute sport, exercise, recreation, and games of
skill. Those better equipped to answer this difficult question can extend this research, or show
that our results are not robust to alternative definitions.

An Economic Definition of Sport

The second step is to define the sport market in economic terms. Gratton (1998) discussed a
general method for estimating the economic dimensions of the sports industry from national
income and product accounts, and points out that economic interest in sport extends well beyond
the boundaries of professional sports. While a national income and product accounting approach
has some appeal, because of the well-developed methodology and the existence of rich set of
frequently updated accounts for many developed economies, it also has a number of
weaknesses. First, on the national product side, the researcher is at the mercy of the existing
production classification system. The North American Industrial Classification System (NAICS)
does not identify the sports industry. The sports industry makes up only a fraction of the activity in
any existing industry classification, leading to overestimates of the size of the sports industry from
national product accounts. Second, on the national income side, the published spending data are
not detailed enough to identify the size of consumer spending on sports, no mater how broadly
defined. Third, in the US all levels of government are involved in the provision of sports facilities
and other important activities on the supply side of the sports market, and national income and
product accounts do not contain detailed estimates of government spending. Fourth, much of the
activity in the sports market involves non-traded goods and labor inputs not valued at market
prices. For example, the labor inputs provided by intercollegiate athletes are not valued at market
prices (Brown, 1993). Fifth, sports markets feature both significant consumer surplus and non-
market consumption benefits that are not reflected in national income and product accounts
(Alexander, Kern, & Neil, 2000).

Given these problems, we draw on data from a wide number of sources and use these data to
develop estimates of the economic value of sports from different perspectives. We define the
sports market as having three primary components:
1. Activities involving participation in sport,

2. Activities involving attendance at spectator sporting events, and

3. Activities involving following spectator sporting events through some media.

While some sport-related activities are not included in this list, all three items can be thought of as
part of sport and are also easily defined and measured.

Each component contains elements that could be defined as recreation, exercise, or games of
skill. For example, including participation in sports means that some activities that could be
defined as exercise, like aerobics or walking, will be included. Including spectator sports means
that auto racing, figure skating, and other such activities fall into this definition of the sports
industry. The most difficult choice we face is the inclusion or exclusion of activities like hunting,
fishing, kayaking, horseback riding, sailing, and hiking. These popular activities attract many
participants, and require both considerable time and expensive equipment. Many are recognized
Olympic sports. However, we exclude these activities from our definition of the sports market
because we believe that they fall under recreation, not sports.

Participation in the Sport Market

Individuals can participate in the sport market in three ways: by participating in some sport; by
attending a sporting event; or by watching or listening to a sporting event on television, radio, or
the internet. Each generates direct and indirect economic activity. Participating in sport requires
equipment, fees, and potentially travel, all of which generate economic activity. Attending a
sporting event involves purchasing tickets, travel, and perhaps other purchases like food and
souvenirs. Watching or listening to sporting events requires equipment, in the form of televisions,
radios, or computers, as well as subscriptions to broadcast services. Since all of these economic
activities increase with the number of participants, documenting the number of participants is an
important indicator of the size of the sports market.

More importantly, individuals' participation in the sports market generates significant economic
benefits beyond direct and indirect economic activity. Individuals derive satisfaction, or utility,
from participation in the sports market, which has economic value. In the jargon of economics,
individuals' participation in the sports market produces consumption benefits. These consumption
benefits are not bought and sold like tickets, but they are important when assessing the overall
size of the sports market. Although placing a dollar value on sport-related consumption benefits is
beyond the scope of this paper, it is safe to say that the value of these consumption benefits rises
with the number of participants in the sports market.

Sport Participation

There are a number of sources of data on participation in sport in the United States. The National
Sporting Goods Association (NSGA) periodically produces estimates of the number of
participants in sport in the United States. The NSGA participation estimates are based on a mail
survey sent to about 300,000 households. Table 1 shows NSGA's estimates of the reported
number of participants for a selected group of sports in the United States for the most recent year
available, 2005.

Walking is by far the most popular sport, in terms of total participation. This is to be expected,
because walking is not a costly activity. Participating in walking requires relatively little equipment,
few fees, and does not have to involve much travel, since many people can walk simply by
stepping outside their home or workplace. Because of the low participation costs, walking also
generates relatively little economic activity. The other sports on Table 1 generate more economic
activity per participant than walking because they require more equipment, membership fees, and
travel costs.
Aggregating the number of participants reported on Table 1 points out an important limitation of
these estimates as an indicator of economic activity. Table 1 suggests that over 484 million
individuals participated in sport in 2005. Since the US population was about 297 million, the
methodology that generated these estimates involves counting of some individuals multiple times.
The survey question asks the respondents to list each sport participated in more than once in the
past year, and to list all the sports that every member of the household over the age of seven
participated in more than once during the past year.

Clearly, any individual can easily participate in both bowling and golf, so in one sense this
accounting method is appropriate for assessing the dimensions of the sports market. The
economic activity associated with participation in any sport also depends on the intensity of
participation. For example, the participation count for golf on Table 1 may include a person who
borrows a set of clubs and plays a single round and a person with a country club membership
who plays three rounds of golf a week and takes a vacation to play golf every year. The total
value of economic activity, in terms of the direct economic activity and consumption benefits
generated by these two golfers differs significantly. Because of this heterogeneity in the intensity
of participation, the participation figures on Table 1 do not provide precise information about the
dimensions of sport participation in the US.

A measure of participation in the sports market that accounts for intensity of use will help
overcome this problem. We use the Behavioral Risk Factor Surveillance System (BRFSS) for
evidence on sport participation that accounts for intensity of use. The main element of the BRFSS
is the Behavioral Risk Factor Surveillance (BRFS) survey, a nationally representative survey of
the adult population of the United States conducted by the Centers for Disease Control and
Prevention (CDC). The BRFS collects uniform state specific data on health prevention activities,
including physical activity. The BRFS employs a telephone survey, meaning that individuals must
live in a household with a telephone to be eligible for the survey.

The 2000 BRFS contained detailed questions about sport participation. This includes questions
that ask respondents to list the sport that they spent the most time participating in, given that they
reported participating in any sport. The specific BRFS question was: What type of physical activity
or exercise did you spend the most time doing during the past month? Individuals who answered
this question are not just casual, once or twice a year, participants in sport. So the sport
participants identified by this survey question probably generate significant economic activity
while participating.

Since the BRFS is a nationally representative sample, the results of this survey can generate
estimates of the total number of participants in various sports. Table 2 shows the estimated
number of participants for a group of sports from the 2000 BRFS. Many other types of physical
activities, including gardening and housework, were reported as physical activities in the 2000
BRFS, but we consider this to be the relevant group of sports for this analysis.

Again, we interpret the totals on Table 2 as reflecting frequent participants in these sports and the
totals on Table 1 as reflecting both frequent and infrequent participants. The participation totals
on Table 1 and 2 show some consistencies. Walking has the most participants on both tables.
About 70 million people, or 25% of the population, reported walking frequently for exercise
according to the BRFS in 2000. About 87.5 million people, or 30% of the population, reported
walking for exercise either frequently or infrequently according to the NSGA in 2005. The biggest
difference between these two tables is the smaller number of frequent participants in all the
sports except walking. For example, while only 2.3 million people reported swimming frequently
for exercise, 56.5 million people reported swimming in the NSGA survey on Table 1 that includes
infrequent participants. This pattern can be seen in the participation counts for all the other
sports.

These participation data suggest that in any year over 50% of the US population participate in
some sport regularly, and a larger number participate in sport occasionally. By either measure,
individual participation in sport in the US is significant, and generates a considerable amount of
economic activity.

Attendance at Spectator Sporting Events

The National Sporting Goods Association also compiles total spectator attendance for a number
of professional and amateur sports. Table 3 contains estimates of total attendance for selected
sports leagues in 2005. Professional baseball draws the most spectators of any US sport, over 74
million people in 2005. An additional 15.6 million attended a minor league baseball game. In part,
this reflects the large number of professional baseball teams at the major and minor league level,
and the relatively long baseball season that provides consumers with many opportunities to
attend games.

The next two largest sports in terms of total attendance are college football and college
basketball. These totals reflect college attendance at all levels. Hundreds of colleges and
universities have football and men's basketball teams, so this large total is expected, given the
ample opportunities to attend these games. Some might be surprised to see that National
Football League (NFL) total attendance is smaller than the other major professional sports
leagues--including hockey--and smaller than NCAA football and basketball. However, the NFL
plays a relatively short 16-game regular season schedule and, as we will soon see, focuses on
television viewing as its primary means of public exposure. NASCAR attendance is broken out
into Nextel Cup, Busch Series, and Truck Series on Table 3. Total NASCAR attendance was just
under 12 million in 2005, and when the other car racing sports are added to this, total attendance
at all professional racing in 2005 was over 17 million, exceeding total attendance in the NFL. But
total professional and NCAA football attendance, including arena football, at over 63 million in
2005, dwarfs total professional racing attendance.

Total attendance at the sports events listed on Table 3 was just over 277 million in 2005. This
total includes many individuals who bought tickets to multiple games, including season ticket
holders who go to many games in one sport every year and people who attend many different
sporting events every year. Still, 277 million tickets sold in 2005 is a large number compared to
the total US population of 296.6 million. This represents a significant amount of economic activity,
both in terms of spending on tickets, spending on other related goods and services like travel,
and the opportunity cost of the time spent attending sporting events.

The 277 million people who attended pro and college sporting events in 2005 generated a
substantial amount of direct and indirect economic activity. Tickets were purchased for each of
these events, along with parking, concessions, and souvenirs. For those spectators who traveled
long distances to attend a sporting event, attending the event also generated travel spending,
including hotels and meals. An estimate of the indirect economic impact of this spending could be
generated from an appropriate input-output model, but that exercise is beyond the scope of this
paper.

Viewing and Listening to Mediated Sport

Spectator sports play an important role in print and broadcast media. Almost every daily
newspaper in the country has a sports section and sports broadcasts appear on many local and
national television and radio stations across the country. According to the Vital Statistics of the
United States, 2005, the total multimedia audience in the United States was 215,800,000. This
implies that, of the 295,194,000 people counted as the resident population of the US in 2005,
73% of them had access to some form of media, including newspapers, television, radio, and
internet. The National Sporting Goods Association reports estimated television viewing audiences
for a number of professional sports leagues. Unfortunately, estimated television viewing
audiences for NCAA football and men's basketball are not readily available. Table 4 shows the
estimated television audiences for the professional sports leagues tracked by the NSGA in 2005.
The National Football League has the largest television viewing audience of any US professional
sports league. The 105 million person NFL television audience is over one third of the total US
population in 2005.More than one person in every three watched NFL football in 2005. Following
the NFL are Major League Baseball (MLB) and the National Basketball Association (NBA), two
other traditionally popular professional sports leagues.

One interesting feature on Table 4 is the relatively large TV audiences for professional golf (about
38 million viewers) and tennis (about 26 million viewers), and horseracing (21.5 million viewers),
a sport widely perceived to be in decline in the US. The estimated television audience for these
sports may reflect the popularity of a few events, like the four "Major" championships in golf, the
United States Open and Wimbledon in tennis, and the three "Triple Crown" races in horseracing.
The popularity of these sports on television may not have the same durability of the NFL, MLB,
and the NBA, which probably have a larger day-to-day following. Also, note that NASCAR has a
very large estimated television audience; the total audience for the three NASCAR series is over
85 million, which placed it at a similar level to the "big three" professional sports. A caveat is that
adding those three estimated television audiences may lead to a lot of double counting, as many
of the people in the Nextel Cup series television audience are probably in the Busch series and
Truck series audiences as well.

The figures on Table 4 point out the problem with adding up the estimated television audiences
for individual sports to estimate the total sport television audience. The NSGA estimates of total
television size do not indicate how long an individual spends watching each sport in the average
week or month, so we have no idea of the intensity of viewing. Also, unlike live game attendance,
the actual amount of time spent "watching" a sporting event on television is difficult to measure. A
fan watching a sporting event on television could be doing a number of things at the same time.
For example, while writing this section of the paper, the live television coverage of the Tour de
France was on in the background. Was that time spent watching sports on television, or working?

In any event, watching sports on television generates the smallest direct and indirect economic
activity of any of the activities discussed so far. Watching sports on television requires the
purchase of equipment (a television) and may also require a subscription to cable or satellite
programming packages. Beyond this, the primary economic activity generated by watching sports
on television comes from the consumption benefits, as well as advertising and sponsorship.

Aggregate estimates of the number of people who listen to sporting events on the radio in the US
are difficult to find. According to the Statistical Abstract of the United States, the estimated radio
listening audience in 2005 was about 181 million people, a total that is not much smaller than the
television audience. Anecdotal evidence suggests that quite a bit of sports programming is
available on radio, perhaps as much as is available on television for the NFL, MLB, and the NBA.
So the opportunity cost of time listening to sporting events on the radio may be comparable to the
opportunity cost of watching sports on television.

Determining the amount of sports viewing done over the internet is also difficult to estimate. The
Statistical Abstract of the United States reports that about 138 million people had access to the
internet in 2005. In one recent survey, the fraction of surveyed internet users who reported
"checking sports scores or information" was larger than those reporting downloading music,
although smaller than those using the internet for email. In any case, the amount of time spent
following sports on the internet is proportionate to overall internet use, which is growing rapidly.
Furthermore, much of the sport-related internet use may take place at work, where many people
have internet access, unlike sports viewing on television, which takes place primarily at home or
in bars and restaurants.

Estimating the Value of Economic Activity in the Sports Market

A second indicator of the size of the sports market is the dollar value of the direct and indirect
economic activity that takes place in it. Markets are composed of suppliers who make and sell
goods and services and demanders who purchase and consume goods and services. This
distinction suggests two alternative methods for estimating the value of economic activity in the
sports market: add up the value of output or revenues of all of the producers in the sports market,
or add up the total spending of all consumers in the sports market.

How much direct economic activity, in terms of dollar value of goods and services produced and
consumed, takes place in the sports market? The answer to this question is surprisingly difficult to
determine. We can easily find out the total sales of the hotel industry for any recent time period
($170,767,400,000 in 2005), and have some idea of the amount of economic activity that takes
place in the market for hotel rooms in terms of the dollar value of sales made by all businesses
selling short-term accommodations. This supply side estimate is readily accessible because the
accommodations industry has been defined in the existing industrial classification system used a
by the United States Census Bureau to quantify economic activity; but we cannot find out the total
sales of the sports industry so easily. The sports industry is not defined by any government
agency that collects statistical data on economic performance in the United States. Because of
the lack of a commonly accepted definition of the sports market, any measure of the value of the
economic activity in the sports industry must be cobbled together from various sources.

Supply Side Estimates of the Sports Market

The US Census Bureau groups individual firms into industries based on the North American
Industrial Classification System (NAICS). The NAICS includes the Arts, Entertainment, and
Recreation industry (NAICS 71) that contains a number of sub-industries that are clearly part of
the sports market, based on the definition offered above. These include: Spectator Sports Teams
and Clubs (NAICS 711211), Racetracks (NAICS 711212), Other Spectator Sports (NAICS
711219), Golf Courses and Country Clubs (NAICS 71391), Skiing Facilities (NAICS 71392),
Fitness and Recreation Centers (NAICS 71394), and Bowling Centers (NAICS 71399). The
NAICS also identifies Promoters of Performing Arts, Sports, and Similar Events (NAICS 7113)
and Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (NAICS
7114), but these sub-industries appear to include activities outside sports. This group of sub-
industries in NAICS Industry 71 accounts for a large fraction of the businesses on the supply side
of the sports industry. One important exception is manufacturers of sports equipment. These
firms are primarily grouped in Sporting and Athletic Goods Manufacturing (NAICS 33992).

There are several other sport-related sub-industries in the NAICS. These include Sporting Goods
Stores (NAICS 45111) and Sporting and Recreational Goods and Supplies Merchant
Wholesalers (NAICS 42391). These two sub-industries are related to the distribution of sporting
goods. We do not include the wholesale and retail sub-industries in the estimates of the size of
the sports industry because these establishments also sell general recreation goods like
camping, hunting, and fishing supplies that are outside of the sports market as defined in this
paper. Also, other wholesale and retail establishments handle sporting goods, so these sub-
industries would not reflect all of the sporting goods equipment sales in the United States. We
turn to other sources of data to estimate the size of the sporting goods and supplies industry in
the sports market.

The primary source of economic data disaggregated to the four-digit to six-digit NAICS code level
is the Economic Census. The Economic Census, a complete census of firms in the US, takes
place every five years and reports summary statistics like total revenues, total payroll, and total
employment for all of the industry-groups in the NAICS. In addition, supplementary Economic
Census publications contain details on sources of revenues of firms in various industry-groups.

Table 5 shows some summary statistics for the NAICS sub-industries identified above that are
part of the sports market. In terms of number of establishments and employees, the Fitness and
Recreation Center sub-industry is the largest of these, with over 25,000 firms employing over
445,000 people. In terms of total payroll, the Spectator Sports Team sub-industry is the largest,
with $9.1 billion in total payroll in 2002. Despite the small number of employees in this sub-
industry, the total payroll is so large because of the high salaries received by professional
athletes in the top leagues. In terms of revenues, the Golf sub-industry is largest, generating
about $17.5 billion dollars in revenues in 2002. In total, these sub-industries included 49,159
establishments employing 1,080,306 people in 2002. The total payroll for these establishments
was just under $26 billion and the total revenues earned by establishments were about $71.5
billion. In terms of revenues, the plastics manufacturing industry (NAICS 326) is of similar size; in
terms of employment, about the same number of people are employed at new car dealerships
(NAICS 44111).

Table 6 shows some summary statistics on sources of revenue for the same NAICS sub-
industries in Table 5 (excluding Sporting and Athletic Goods Manufacturing). The primary sources
of revenue differ slightly depending on the nature of the sub-industry but the main categories are
admissions, revenue from radio and television, membership dues, and sale of food and
beverages. In the Spectator Sports Team sub-industry, 35.5% of the revenues of establishments
come from admissions (about $4.6 billion in 2002) and 37% come from radio and television
broadcast fees (about $4.8 billion in 2002). In the Golf sub-industry, 57% of revenues come from
membership dues or admissions, and 24% from the sale of food and beverages. In the Fitness
and Recreation Center sub-industry, 57% of the revenues come from membership dues ($8.6
billion in 2002). No other single category of revenues contributed more than 10% to total
revenues in this sub-industry. The operation of establishments in these sub-industries differs
considerably in terms of how they generate revenues. Also, note that total revenues earned by
spectator sports teams and racetracks in 2002 were about $5.2 billion dollars. This is the only
estimate of the value of following sports through some media that we were able to find. It
understates the total value of following sports through media because it ignores internet-based
sports content.

Several alternative sources of data about sporting goods equipment manufacturing firms exist.
The NSGA publishes estimates of the revenues for sports equipment manufacturers. The NSGA
revenue estimates are for equipment manufacturers like Nautilus and Callaway ($7.5 billion in
revenues in 2005), footwear manufacturers like Nike ($31.4 billion in 2005), and apparel
manufacturers like Russell Athletic and Under Armour ($5.5 billion in 2005). The NSGA estimate
of total revenues for all sports equipment, footwear, and apparel manufacturers was $44.4 billion
in 2005.

Demand Side Estimates

The other side of the sports market is composed of purchases of tickets to spectator sporting
events, sports equipment, fees paid for admission to participatory sport, and subscriptions and
equipment used to watch and listen to sporting events on some sort of media. In general, these
purchases can be made by households, other firms, and even the government at various levels.
For example, households and businesses can buy tickets to spectator sporting events.
Individuals, professional sports teams, high school and college sports teams, and amateur sports
teams all buy jerseys and other equipment for athletes. So spending on sports participation and
spectator sports can come from all parts of the economy. However, we only have access to data
on sport-related spending by households.

There are a number of sources of data on household spending on sports. Each has its strengths
and weaknesses, and none are comprehensive because of the lack of a standard definition of the
sports industry. The National Sporting Goods Association conducts an annual survey of
consumer purchases of sporting goods. This survey was sent to 80,000 households across the
US and was returned by 77% of the households contacted. The NSGA survey asks questions
about annual spending on many types of sporting goods, including footwear, apparel, and
equipment. The US Bureau of Economic Analysis publishes estimates of annual consumer
spending on admissions to spectator sporting events. This estimate includes spending on
admissions to amateur and professional sporting events, including horse and dog race tracks and
auto racing.

Table 7 shows the estimated consumer spending for several sectors of the sports market in
2005.According to the NSGA survey, spending on equipment, footwear, and apparel by
participants in sport was $50.3 billion dollars in 2005. However, this total includes equipment
purchases for a number of activities like hunting, fishing, and camping that we exclude from the
sports market. The estimated spending on equipment for activities that fall within our definition of
the sports market is about $13.5 billion. The NSGA survey estimates for sports apparel and
footwear were $10.9 billion and $15.7 billion, respectively, in 2005. These estimates overstate the
spending on apparel and footwear in our definition of the sports market, but the NSGA data does
not contain enough detail to adjust the estimate. The US Bureau of Economic Analysis, in the
August 2006 Survey of Current Business, reported spending on admissions to spectator sports to
be $15.9 billion dollars in 2005. Admissions to spectator sports consist of admissions to
professional and amateur athletic events and to racetracks. Note that this definition of spectator
sports varies in an important way from the definition employed by the US Census Bureau's
NAICS codes. Recall the NAICS definition for the spectator sports teams and clubs comprises
professional or semiprofessional sports teams such as baseball, football, and basketball but does
not comprise amateur athletics like high school and college sports.

Together, this spending on sport accounted for less than 1% (0.76%) of the $8.7 trillion of
personal consumption expenditures in the United States in 2005. In comparison, this spending is
roughly equal to the amount that consumers spent on gas in 2005, and about one ninth the size
of annual consumer spending on health care.

Table 8 presents more detailed data from the NGSA survey of consumer spending on sporting
equipment in 2005 reported on Table 8. The sports represented in Table 9 roughly correspond to
some of the sports that respondents indicated they participated in the BRFS survey that are listed
in Table 2. The largest expenditures are for exercise equipment ($5.2 billion) and golf equipment
($3.5 billion). These two expenditure categories comprise 36.48% of total spending on equipment
that was $23.7 billion in 2005. The consumer expenditure data presented in Table 9 does not add
up to $23.7 billion because not all sports for which the NSGA collected data are represented in
this table. For example, we do not show spending on camping equipment or fishing tackle
because these activities do not fit the definition of sport used in this paper. Spending on camping
equipment was $1.4 billion in 2005 and spending on fishing tackle was $2.1 billion so spending
on equipment for these activities is substantial. After exercise and golf equipment, consumer
spending on athletic goods for teams was the next largest category of expenditure at $2.6 billion
in 2005.

Alternative Estimates of Consumer Spending on Sport

The NSGA survey and the US Bureau of Economic Analysis (BEA) are not the only sources of
data about consumer spending on sport. While these data sources provide important information
about consumer spending, they also have limitations. The NSGA survey does not require the
respondents to consult financial records when reporting their spending, so estimates based on
this survey may have recall bias. The BEA estimates are based on National Income and Product
Account estimates and must conform to North American Industrial Classification System (NAICS)
industries that do not capture all of the sport market as defined above.

An alternative source of data on consumer spending on sport is the Consumer Expenditure

Survey (CEX). The Consumer Expenditure Survey is a nationally representative quarterly survey
of household spending. Approximately 7,500 households take part in the interview survey each
quarter, and the respondents are asked to consult bills and other financial records when
responding to hundreds of detailed questions about their household spending and other
characteristics. Since the CEX is conducted quarterly, and each household appears in the survey
for five consecutive quarters before being replaced, the survey is a rich source of data about
consumer spending. Dardis et al. (1994) used CEX data to estimate expenditure on several forms
of leisure, a broader category of consumer spending than we consider here.

The CEX asks a number of detailed questions about consumer spending on sports. Table 9
shows the CEX section and spending item description for all of the sport-related spending
variables in the CEX. These spending variables include spending on consumer durables like
exercise equipment, nondurables like clothing and shoes, tickets to spectator sporting events,
memberships to fitness clubs and country clubs, and fees for sport participation. We group these
different sport spending variables into three categories: spending on sports equipment, spending
on spectator sport, and spending on sport participation. The category that each variable belongs
to is shown in column three of Table 9.

These spending variables, along with the sampling weights in the CEX, can be used to generate
national estimates of total annual spending on each of the types of consumer sport spending
shown on Table 9. If [s.sub.j] is the spending on CEX item s by household j and [w.sub.j] is the
sampling weight for household j, an estimate of total annual consumer spending on item j can be
generated by

S = [[summation].sub.j] [w.sub.j] [s.sub.j]

where S is the estimated total annual spending on CEX item s.

As part of the sampling methodology, the BEA publishes sampling weights for each household in
the CEX. These sampling weights link the sampled household with the total number of
households in the United States with these characteristics. In other words, each household
sampled in the CEX represents a certain number of households in the United States, and the
sampling weight reflects this number. If a sampled CEX household spends $100 in a year on
tickets to sporting goods, and that household represents 50 households in the US population,
then [s.sub.j] equals $100, [w.sub.j] equals 50, and their product equals $5,000 in total annual
spending. Adding this up for the entire CEX sample produces an estimate of total spending for
the entire country.

The fourth column on Table 10 shows the annual estimated spending on each of these categories
of consumer spending in 2005, the most recent data available in the CEX. Consumer spending
on sports equipment was $9.177 billion in 2005, consumer spending on single-game and season
tickets to spectator sporting events was $4.902 billion, and consumer spending on memberships
to health clubs and fees for sport participation like ski lift tickets was $12,980 billion. The total
estimated consumer spending for all these categories in 2005 was $30.4 billion.

Estimating Total Economic Activity

We identified three main components of the sports market: participation in sport, attending
sporting events, and following sporting events through some media. Estimates of the value of
these economic activities can be derived by adding up total revenues earned by businesses
operating in the sports market, a supply side approach, or by adding up total expenditures by
purchasers in the sports market, a demand side approach. Table 10 summarizes the various
individual estimates developed above and shows three alternative aggregate estimates of the
economic value of the sports industry in 2005. Table 10 disaggregates sports participation into
equipment, apparel, footwear, and fees to facilitate comparisons.

Table 10 contains two demand side estimates because we have two alternative estimates of
consumer spending on sports equipment and spectating. In each case, the estimate derived from
the Consumer Expenditure Survey is lower than the alternative estimate. In addition, both
demand side estimates understate the actual size of the sports market because we do not have
an estimate of consumer spending on following sports through media like TV, radio, and internet.
Both estimates clearly overstate the size of the sports market, since not all athletic apparel and
footwear is used by participants in the sports market. Another discrepancy in the demand side
estimates of the size of the sports industry come from estimates of consumer spending on
spectator sporting events. The Bureau of Economic Analysis, in the August 2006 Survey of
Current Business, estimated consumer spending on admission to spectator sporting events in
2005 at $15.9 billion. The Consumer Expenditure Survey estimate of spending on season tickets
and single admission tickets to spectator sports in 2005 was $4.9 billion. The Consumer
Expenditure Survey estimates are considerably less than the other sources of data. One possible
explanation for this difference is that the Consumer Expenditure Survey is not capturing corporate
spending on admissions to sporting events. Corporate spending is likely a large component of the
US Census Bureau data due to corporate spending on premium seating locations and luxury
boxes. The difference between the BEA and CEX estimates of personal spending on attendance
at spectator sporting events is difficult to explain. Future research should explore the source of
this discrepancy.

Our supply side estimate exceeds the two demand side estimates by a wide margin, primarily
because of the roughly $20 billion difference between revenues earned by footwear
manufacturers and consumer spending on athletic footwear. One reason for this difference could
be exports of athletic footwear. Setting the revenues of footwear manufacturers equal to
consumer spending on athletic footwear reduces the supply side estimate to $52 billion, a figure
that falls within the range of demand side estimates. All three estimates are much lower than the
$152 billion estimate of the size of the sports industry reported by Meek (1997), which would be
$195 billion in 2005 dollars. However, this is a national income and product accounts based
estimate that, for reasons discussed above, probably overstates the size of the sports industry by
a wide margin.

Note that we do not interpret the difference between the supply side and demand side estimates
as reflecting disequilibrium in the sports market. We used two approaches as a rough check on
the validity of the estimates, since they are based on different underlying data sources from
different parts of the economy. Also, these figures are based on point estimates of spending, not
confidence intervals. The confidence intervals would clearly be quite large since we are adding up
estimates from different data sources and different methods of estimating aggregate values.

Conclusions

We set out to document the dimensions of the sports market in the United States by estimating
individual active and inactive participation in sport and the value of economic activity in the sports
market from both a supply and demand perspective. While conceptually simple, both aspects of
determining the dimensions of the sports market proved to be challenging because of the lack of
a commonly accepted definition of the sports market. The sports industry is somewhat unique in
this regard since many industries are clearly defined by the United States Census Bureau or
other government agency that collects statistical data on economic activity. In addition,
determining the amount of inactive participation in sport through attendance at sporting events
and viewing and listening to sports on television, radio, and internet is difficult given the existing
data. Despite the challenges, we developed a working definition of the sports market for purposes
of the paper and used a variety of publicly available data sources to develop estimates of the size
of the sports market.

We define the sports market as having three principal components: 1) activities involving
individual participation in sport, 2) activities involving attendance at spectator sporting events, and
3) activities involving following spectator sporting events on some media. We then examined
participation and developed estimates of industry revenues and expenses and consumer
expenditures related to these three components.

Our analysis indicates that individual participation in sport in the United States is significant. In
any year, over 50% of the US population reported participating regularly in sports, and a much
larger fraction of the population participate either regularly or occasionally. We estimate the value
of the economic activity in the sport market in 2005 to be in the range of $44 billion to $60 billion
dollars. However, this estimate is based on tangible economic activity. The total economic
importance of the sport industry would be much larger if intangible benefits, like those generated
by the shared experience of following a sports team or the national pride generated by living in
the country that hosted the Olympic Games were included. For example, Davis and End (in
press) found evidence of significant intangible benefits associated with living in the city that is
home to the NFL team that wins the Super Bowl; Johnson, Mondello, and Whitehead (2007)
estimated that the presence of a professional football team in a city generated $36 million in
intangible benefits; and Atkinson et al. (2008) estimate that hosting the 2012 Summer Olympics
will generate 2 billion [pounds sterling] in intangible economic benefits in the UK.

While we believe that this exercise has been worthwhile, we also hope that this paper will spur
additional research. A number of important questions are raised by these results. First, and
foremost, is the question of how to best define the sports market in economic terms. This is
important because it also helps to define sports economics. Although we develop a working
definition of the sports market that allows us to generate estimates of the economic size of the
industry, our definition has a number of important limitations that can only be overcome by
additional research. Second, our estimates have uncovered several interesting and potentially
important discrepancies between estimates of specific types of consumer spending in the sports
market generated from the Consumer Expenditure survey and other alternative sources. Further
research should examine the source of this discrepancy. Third, despite a thorough search, we
found no comprehensive estimates of the amount of spending by consumers who follow sports
through media like television, radio, and, increasingly, the internet. Given the obvious importance
of this facet of consumer behavior, and the increasing use of the internet, this gap in the literature
clearly needs to be filled.

References

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Davis, M. C., & End, C. M. (in press). A winning proposition: The economic impact of successful
national football league franchises. Economic Inquiry.

Fort, R. (2006). Sports economics (3rd ed.). New York: Prentice Hall.

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National Sporting Goods Association. (2005). Sports participation in 2005. Retrieved April 9,
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Brad R. Humphreys (1) and Jane E. Ruseski (1)

(1) University of Alberta

Brad Humphreys is an associate professor in the Department of Economics. He holds the chair in
the economics of gaming. His current research focuses on the economic impact of professional
sports, and the economics of sports gambling.

Jane Ruseski is an assistant professor in the Department of Economics. Her current research
focuses on the economics of participation in sport and physical activity and the relationship
between sport participation and health.

Table 1: Estimated Participants in Sport, 2005

Sport or Activity Number of Participants

Walking 87,500,000
Swimming 56,500,000
Bowling 44,800,000
Health Club Membership 37,000,000
Bicycling 35,600,000
Weightlifting 32,900,000
Running/Jogging 29,200,000
Basketball 26,700,000
Golf 24,400,000
Baseball 14,600,000
Soccer 14,000,000
Softball 12,400,000
Volleyball 11,100,000
Inline Skating 10,500,000
Tennis 10,400,000
Mountain Biking 9,200,000
Downhill Skiing 6,400,000
Martial Arts (2004) 5,400,000
Snowboarding 5,200,000
Ice/Figure Skating (2003) 5,100,000
Cross Country Skiing 2,600,000
Ice Hockey 2,600,000

Table 2: Estimated Sport Participants, 2000

Based on BRFS Survey

Estimated Number of Participants

Sport Lower bound Mean

Walking 68,600,000 69,301,784

Running/Jogging 12,500,000 12,901,119
Weightlifting 7,118,775 7,396,304
Golf 4,787,312 4,982,688
Bicycling 4,588,754 4,791,467
Aerobics 4,189,563 4,355,448
Basketball 3,276,901 3,461,372
Health Club Workout 2,375,871 2,510,246
Swimming 2,216,229 2,356,134
Calisthenics 2,054,979 2,208,816
Bike or Rowing Machine Exercise 1,493,113 1,622,729
Tennis 1,072,147 1,171,802
Soccer 878,774 1,010,848
Martial Arts 570,918 649,406
Skating (Ice and Roller) 544,010 633,485
Bowling 543,637 611,725
Volleyball 456,615 531,830
Snowskiing 315,119 373,660
Raquetball 298,842 359,900
Boxing 167,959 208,423
Touch Football 133,717 179,878
Waterskiing 120,486 158,624
Squash 57,243 101,219
Surfing 57,243 101,219
Badmiton 29,427 50,090
Table Tennis 20,818 38,056
Handball 8,264 18,249
Softball 4,339 8,203

Total 118,481,056 122,094,722

Estimated Number
of Participants

Sport Upper Bound

Walking 70,000,000
Running/Jogging 13,300,000
Weightlifting 7,673,832
Golf 5,178,063
Bicycling 4,994,179
Aerobics 4,521,333
Basketball 3,645,844
Health Club Workout 2,644,621
Swimming 2,496,039
Calisthenics 2,362,652
Bike or Rowing Machine Exercise 1,752,346
Tennis 1,271,457
Soccer 1,142,922
Martial Arts 727,895
Skating (Ice and Roller) 722,960
Bowling 679,813
Volleyball 607,045
Snowskiing 432,201
Raquetball 420,958
Boxing 248,887
Touch Football 226,039
Waterskiing 196,761
Squash 145,194
Surfing 145,194
Badmiton 70,752
Table Tennis 55,295
Handball 28,234
Softball 12,067

Total 125,702,581

Table 3: Estimated Total Attendance at Sports Events, 2005

Sport Total Attendance

Major League Baseball 74,385,100

NCAA Football 43,486,574
NCAA Men's Basketball 30,568,645
National Basketball Association 21,369,078
National Hockey League (2004) 19,854,841
National Football League 17,011,986
Minor League Baseball 15,636,000
NASCAR Nextel Cup Series 6,300,000
Minor League Hockey 6,179,000
Horse Racing 5,979,000
Professional Rodeo 5,429,000
NASCAR Busch Series 3,911,000
Professional Golfers Association 3,200,000
Arena Football League 2,939,000
Major League Soccer 2,900,715
Minor League Basketball 2,625,000
Professional Tennis 1,970,000
Professional Boxing 1,931,000
IndyCar Racing 1,914,000
National Hot Rod Association 1,835,000
NASCAR Truck Series 1,708,000
Champ Car Racing 1,490,000
Professional Bowling Association 1,310,000
Women's National Basketball Association 1,087,000
Professional Lacrosse (MLL, NLL) 1,019,000
Major Indoor Soccer League 992,000

Table 4: Estimated Total Television Viewing Audiences, 2005

Sport TV Audience

National Football League 105,874,000

Major League Baseball 76,744,000
National Basketball Association 60,877,000
NASCAR Nextel Cup Series 45,588,000
Professional Golfers Association 37,899,000
NASCAR Busch Series 27,981,000
Professional Tennis 26,187,000
Horse Racing 21,560,000
IndyCar Racing 19,366,000
Professional Rodeo 18,862,000
Professional Boxing 18,094,000
Arena Football League 17,094,000
National Hockey League 13,870,000
Professional Bowling Association 13,470,000
Women's National Basketball Association 12,220,000
NASCAR Truck Series 12,073,000
Major League Soccer 10,010,000
Minor League Baseball 9,668,000
National Hot Rod Association 7,900,000
Minor League Basketball 7,126,000
Champ Car Racing 6,678,000
Minor League Hockey 3,315,000
Professional Lacrosse (MLL, NLL) 3,103,000
Major Indoor Soccer League 2,338,000

Source: National Sporting Goods Association (NSGA)

Table 5: Summary Statistics for Firms in the Sports Industry, 2002

NAICS
Sub-Industry Code # Estab. Employees

Spectator Sports Teams 711211 674 40,746

Racetracks 711212 646 47,121
Other Spectator Sports 711219 2,752 19,860
Golf Courses 71391 12,261 312,812
Skiing Facilities 71392 387 70,083
Fitness/Rec.Centers 71394 25,290 445,508
Bowling Centers 71399 4,924 82,010
Sporting/Athl.Gds.Mfg. 33992 2,235 62,166

Revenues Payroll
Sub-Industry (mil) (mil)

Spectator Sports Teams $13,025 $9,106

Racetracks $6,702 $995
Other Spectator Sports $2,585 $664
Golf Courses $17,533 $6,656
Skiing Facilities $1,801 $631
Fitness/Rec.Centers $14,987 $4,953
Bowling Centers $3,074 $904
Sporting/Athl.Gds.Mfg. $11,855 $2,075

Table 6: Sources of Revenue for Firms in the Sports Industry, 2002

(hundreds of thousands of dollars)

Sub-Industry NAICS Admissions Dues

Spectator Sports Teams 711211 4,623 n/a
Racetracks 711212 1,169 n/a
Other Spectator Sports 711219 31 n/a
Golf Courses 71391 n/a 5,904
Skiing Facilities 71392 13 138
Fitness/Rec. Centers 71394 636 8,620
Bowling Centers 71395 12 .38

Food/
Sub-Industry Beverage Radio/ TV

Spectator Sports Teams 171 4,852

Racetracks 260 306
Other Spectator Sports 8 21
Golf Courses 3,931 n/a
Skiing Facilities 213 n/a
Fitness/Rec. Centers 641 n/a
Bowling Centers 847 n/a

Table 7: Consumer Spending on Selected Sports Items, 2005

Item Total Spending

Sports Equipment (NSGA survey) $13,474,300,000

Sports Apparel (NSGA survey) $10,898,000,000
Sports Footwear (NSGA survey) $15,719,000,000
Admission to Spectator Sporting $15,900,000,000
Events (BEA)

Table 8: Consumer Equipment Purchases by Sport, 2005

(millions of dollars)

Sport Spending

Baseball and Softball 372.4

Basketball 309.3
Bowling 183.5
Exercise 5176.6
Football 95.2
Golf 3465.5
Skating (Hockey & Ice Skates) 138.5
Racquetball 45.4
Snowskiing 642.7
Soccer 66.5
Tennis 379.1
Volleyball & Badminton Sets 32.1
Athletic Goods Team Sales 2567.5

Total 13,474.3

Table 9: Sport-Related Expenditure Items in the Consumer Expenditure

Survey, 2005

CEX Section Item Description Category Spending

Appliances and General sports Equip.

Equipment equipment
Appliances and Health and exercise Equip.
Equipment equipment

Appliances and Winter sports equipment Equip.

Equipment

Appliances and Water sports equipment Equip.

Equipment

Appliances and Bicycles Equip.

Equipment

Appliances and Other sports and Equip.

Equipment recreation equip.

Equipment Repair Sport and recreational Equip.

& Service equip.

Clothing Active sportswear Equip.

Estimated Total Spending on Sports Equipment, billions $9.177

of dollars

Subscriptions/ Season tickets to Spectator

Memberships sporting events

Entertainment Single admissions to Spectator

expenses spectator sports

Estimated Total Spending on Spectator Sports, billions of $4.902

dollars

Subscriptions/ Country clubs, health Particip.

Memberships clubs,etc.

Entertainment Fees for participating Particip.

expenses in sports

Estimated Total Spending on Sports participation, billions $12.980

of dollars

Table 11: Estimated Total Economic Value of Sports Industry, 2005

(billions of dollars)

Demand Side
Component Estimate 1 Estimate 2

Participation Equipment (a) $7.50 $13.47 $9.18

Footwear (b) $31.40 $10.90 $10.90
Apparel (c) $5.50 $15.70 $15.70
Fees (d) $16.60 $3.25 $3.25

Subtotal, $61.00 $46.39 $39.03

Participation
Spectating (e) $6.30 $15.90 $4.91
Mediatedf $5.65
Total $72.95 $59.22 $43.94

(a) : Supply side estimate from NSGA; estimate 1 from NSGA, estimate
2 from Consumer Expenditure Survey

(b) : Estimates from NSGA

(c) : Estimates from NSGA

(d) : Supply side estimate from U.S. Census Bureau, demand side
estimate from Consumer Expenditure Survey

(e) : Supply side estimate from U.S. Census Bureau; demand side
estimate 1 from BEA Survey of Current Business, demand side
estimate 2 from Consumer Expenditure Survey

(f) : Estimate from U.S. Census Bureau (see Table 6)

The Agents & Managers for Artists & Athletes Industry report, published annually, contains
timely and accurate industry statistics, forecasts and demographics. The report features 2010
current and 2011 forecast estimates on the size of the industry (sales, establishments,
employment) nationally and for all 50 U.S. States and over 900 metro areas. New to the
report this year are: financial ratios, number of firms and payroll estimates. The report also
includes industry definition, 5-year historical trends on industry sales, establishments and
employment, a breakdown of establishments, sales and employment by employee size of
establishment (9 categories), and estimates on up to 10 sub-industries.

Industry Definition and Related Industries

NAICS 71141: Agents and Managers for Artists. This industry comprises establishments of
agents and managers primarily engaged in representing and/or managing creative and
performing artists, sports figures, entertainers, and other public figures. The representation
and management includes activities, such as representing clients in contract negotiations;
managing or organizing client's financial affairs; and generally promoting the careers of their
clients.

Related Industries
- Motion Picture Theaters
- Motion Picture Production
- Sporting & Recreation

U.S. Census Categories

NAICS 71141 - Agents and Managers for Artists is comparable to:

21% of SIC 7922 - Theatrical Agents and
4% of SIC 7941 - Sports Agents

Sub-Industries
- Theatrical producers and services
- Theatrical talent and booking agencies
- Agent or manager for entertainers
- Booking agency, theatrical
- Casting bureau, theatrical
- Employment agency: theatrical, radio, and television
- Entertainment promotion
- Talent agent, theatrical