TRENDS IN TENNIS PLAYING UKTIA - TENNIS SUMMIT THE QUEEN S CLUB - APRIL 2015

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1 TRENDS IN TENNIS PLAYING UKTIA - TENNIS SUMMIT THE QUEEN S CLUB - APRIL 2015

2 TRENDS IN TENNIS PLAYING Key Tennis Indicators 1: Player Numbers Active People Study ITF & USTIA International Participation Study Key Tennis Indicators 2: Tennis Equipment Sales European Shipment reports - Racquets & Balls Key Tennis Indicators 3: Attitudes and Behaviour CORE TENNIS PLAYERS Tennis Europe & the Junior Elite Final thoughts & issues

3 KEY PERFORMANCE INDICATORS 1: PARTICIPATION: OVERALL RATE SPORT ENGLAND ACTIVE PEOPLE STUDY

Overall Tennis Participation England SPORT ENGLAND ACTIVE PEOPLE SURVEY 8 1x per Week Tennis Participants 16+ 600,000 2.

4 Overall Tennis Participation England SPORT ENGLAND ACTIVE PEOPLE SURVEY 8 1x per Week Tennis Participants , % N of England 16+ population 500, , , , , , % 487, % 530, % 437, % 375, % 445, % 406, , % 16% 0.9% 1.5% 1.0% 0.5% % of England 16+ population 0 Oct Oct 2006 Oct Oct 2008 Oct Oct 2009 Oct Oct 2010 Oct Oct 2011 Oct Oct 2012 Oct Oct 2013 Oct Oct %

5 UK TOP SPORTS - TENNIS ITF/TIA Participation Survey 2014

INTERNATIONAL PARTICIPATION STUDY 2014/2015 Two Year Programme rolling market survey TENNIS participation analysed: Current participation levels of players & analysis of lapsed players; Play

6 INTERNATIONAL PARTICIPATION STUDY 2014/2015 Two Year Programme rolling market survey TENNIS participation analysed: Current participation levels of players & analysis of lapsed players; Play frequency and reason for changes; Image of tennis; Nationally representative study 3,000 households per market (aged 7+); Split by age & gender; Argentina Australia Denmark France Germany Great Britain India Japan Poland Sweden USA Belgium Brazil Canada China Finland Netherlands Norway Russia South Africa Switzerland USA

7 Top Sports by Market EUROPE Denmark France Germany Poland Sweden UK 1 Run/Jog (20%) Swimming (22%) Cycling (26%) Cycling (24%) Cycling (23%) Swimming (28%) 2 Cycling (14%) Run/Jog (16%) Swimming (24%) Swimming (17%) Run/Jog (22%) Run/Jog (19%) where has all this data come from? 3 Swimming (13%) Skiing (14%) Run/Jog (22%) Run/Jog (12%) Swimming (19%) Cycling (15%) 4 Weight Training (13%) Cycling (12%) Weight Training (12%) Soccer (8%) Skiing (12%) Weight Training (10%) 5 Soccer (9%) Tennis (7%) Skiing (9%) Volleyball (6%) Soccer (11%) Soccer (9%) 6 Badminton (6%) Golf (5%) Soccer (6%) Badminton (4%) Weight Training (9%) Golf (8%) 7 Skiing (3%) Soccer (4%) Tennis (5%) Skiing (4%) Golf (6%) Tennis (7%) 8 Golf (3%) Table Tennis (3%) Golf (5%) Basketball (4%) Table Tennis (4%) Badminton (6%) 9 Handball (2%) Badminton (3%) Badminton (4%) Weight Training (3%) Tennis (4%) Skiing (6%) 10 Martial Arts (2%) Martial Arts (2%) Table Tennis (3%) Tennis (3%) Bandy (3%) Table Tennis (4%) 11 Tennis (2%) Basketball (2%) Basketball (2%) Handball (2%) Martial Arts (3%) Cricket (3%) 7

Top 10 Sports UK % of Population 47.3% Adults Children 6-17 20.5% 16.9% 22.0% 2.4% 8.0% 6.9% 5.8% 13.4% 5.3% 7.4% 4.9% 11.6% 3.6% 8.1% 2.8% 1.3% 31.1% 27.6% 32.

8 Top 10 Sports UK % of Population 47.3% Adults Children % 16.9% 22.0% 2.4% 8.0% 6.9% 5.8% 13.4% 5.3% 7.4% 4.9% 11.6% 3.6% 8.1% 2.8% 1.3% 31.1% 27.6% 32.0% Swimming Running/ Jogging Cycling Golf Football/ Soccer Tennis Skiing Badminton Table tennis Squash Base: UK: Adults (3,020), Children 6-17 (547) Tennis ranking: Adults at position 5, Children 6-17 at position 4 8

9 Tennis Participation EUROPEAN MARKETS Number of players by play frequency Denmark France Germany Poland Sweden UK C - Casual - less than once a quarter O - Occasional - at least once a quarter R Regular at least once a month A Avid - at least once a week 0.01 M 0.53 M 0.41 M 0.14 M 0.11 M 1.17 M 0.01 M 0.71 M 0.36 M 0.19 M 0.08 M 0.89 M 0.04 M 2.10 M 2.05 M 0.47 M 0.14 M 1.54 M 0.02 M 0.99 M 1.10 M 0.15 M 0.05 M 0.58 M C - CORE (Regular + Avid) 0.06 M 3.09 M 3.15 M 0.62 M 0.19 M 2.12 M % of population that are CORE players 1.1% 5.1% 4.1% 1.7% 2.2% 3.6% Total players (Age 6+ playing once or more) 0.08 M 4.33 M 3.92 M 0.94 M 0.38 M 4.18 M % of population playing once or more 1.5% 7.1% 5.0% 2.6% 4.3% 7.1% 9

10 PLAYERS & FREQUENCY ITF/TIA Participation Survey 2014

11 New Players All Markets New Players New Player % of total players 3.00 M 2.50 M 13.2% 14.0% 12.0% 10.9% 2.00 M 9.3% 10.0% 1.50 M 8.2% 7.7% 8.0% 5.8% 6.0% 1.00 M 4.0% 0.50 M 0.00 M 0.35 M 0.32 M 0.23 M 0.12 M 0.01 M 0.04 M Denmark France Germany Poland Sweden UK 2.0% 0.0% A New Player is defined as someone who has started playing tennis in the last 12 months 11

12 Tennis Players by Gender All Markets % of Tennis Players Age 6+ Male Female 35.1% 34.1% 44.8% 32.0% 30.2% 41.5% 64.9% 65.9% 55.2% 68.0% 69.8% 58.5% Denmark France Germany Poland Sweden UK 12

13 Gender of participants SMS INC. PARTICIPATION STUDY 2013: Adults who have participated at least once in the last 12 months. Male Female 5% 11% 58% 38% 50% 61% 95% 89% 42% 62% 50% 39% Swimming - Leisure (2011) Cycling (Total) Running (Total) Football (Total) Golf Swimming - fitness/competitive (2011) May 7, 2015

14 Tennis Players by Age Group All Markets % of Tennis Players Age 6+ Junior (6 to 15) Adult (16+) 88.3% 86.7% 90.3% 94.7% 90.5% 87.4% 11.7% 13.4% 9.8% 5.2% 9.4% 12.5% Denmark France Germany Poland Sweden UK 14

15 Tennis Players by Age Group All Markets No. of Tennis Players Age 6+ Junior (6 to 15) Adult (16+) 70,000 3,750,000 3,540, , ,000 3,650,000 10, , ,000 50,000 40, ,000 Denmark France Germany Poland Sweden UK 15

0% 16.0% 7.4% 7.9% 6.1% 11.9% 12.5% 13.5% 8.5% 12.7% 31.3% 28.2% 30.5% 40.4% 29.5% 36.6% 7.4% 14.

16 Tennis Players by Age/Gender All Markets % of Tennis Players Age 6+ Male Under 25 Male 25 ~ 34 Male 35+ Female Under 25 Female 25 ~ 34 Female % 3.2% 18.7% 26.5% 10.5% 8.0% 9.1% 8.4% 20.0% 16.0% 7.4% 7.9% 6.1% 11.9% 12.5% 13.5% 8.5% 12.7% 31.3% 28.2% 30.5% 40.4% 29.5% 36.6% 7.4% 14.7% 20.9% 13.8% 10.2% 17.0% 19.9% 7.2% 10.8% 18.9% 23.6% 18.8% Denmark France Germany Poland Sweden UK 16

17 KEY PERFORMANCE INDICATORS 2: TENNIS EQUIPMENT SALES SMS INC. TENNIS SHIPMENT SURVEYS

18 EUROPEAN SHIPMENT RACQUETS SMS INC. TENNIS SHIPMENT SURVEYS

19 Europe Racquets Total Sales Volume Total Market 3,500,000 3,000,000 2,500,000 2,623,000 2,287,000 2,000,000 1,500,000 1,000,000 Europe Volume Sales 13% 500,

20 UK Racquets Total Sales Volume 700, , , , , , , ,000 UK Volume Sales 23% 100,

21 UK Racquets Volume Share of Europe 30% 25% 22.4% 20% 19.8% 15% 10% UK Volume Share 5% 0%

22 EUROPEAN SHIPMENT BALLS SMS INC. TENNIS SHIPMENT SURVEYS

23 Europe Balls Total Sales Volume Total Market 8,000,000 7,000,000 6,577,000 6,000,000 5,000,000 4,000,000 5,324,000 23% 3,000,000 Europe Volume Sales 2,000,000 1,000,

24 UK Balls Total Sales Volume 1,500,000 1,389,000 1,250,000 1,000,000 74% Dozens 750, , ,000 UK Volume Sales 250,

25 UK Balls Volume Share of Europe 30% 25% UK Volume Share 21.1% 20% 15% 15.0% 10% 5%

26 KEY PERFORMANCE INDICATORS 3: BEHAVIOUR: THE CORE PLAYER Tennis Consumers Study 2014

Become keener on/better at tennis 52% More work commitments 43% More time available 35% Injured and unable to play 32% More conscious of the need to stay/get fit Drawn in by friends/the social side

27 Tennis Participation Play Frequency vs. Previous Tennis Playing Frequency vs. Last 12 months More often, 36% About the same, 47% Less often, 17% What has led to you playing MORE tennis in the last 12 months? What has led to you playing LESS tennis in the last 12 months? Become keener on/better at tennis 52% More work commitments 43% More time available 35% Injured and unable to play 32% More conscious of the need to stay/get fit Drawn in by friends/the social side 18% 28% More commitments outside of work Tennis partners have not been available Less disposable income 11% 20% 18% More disposable income 5% Become (more) interested in other sports 9% Other 17% Other 11% Base: All respondents that played tennis (6,549); All those playing more tennis vs. last 12 months (2,326); All those playing less tennis vs. last 12 months (1,095). 27 May 7, 2015

Image of Tennis Tennis is On a scale of 1 to 5 where 1 is does not describe it at all well and 5 is describes it very well, please indicate how well, in your view, each phrase describes the game of

28 Image of Tennis Tennis is On a scale of 1 to 5 where 1 is does not describe it at all well and 5 is describes it very well, please indicate how well, in your view, each phrase describes the game of tennis. Good activity to get, or stay, fit Good for reducing stress levels Sociable Welcoming Accessible Difficult to learn to play well Expensive 3.1 A summer game Enjoyable for those not particularly good at it Socially exclusive 2.4 Only for the young and fit Base: All respondents who played tennis (6,549) May 7, 2015

29 KEY PERFORMANCE INDICATORS 3: BEHAVIOUR: THE ELITE JUNIOR FEELINGS TO THE GAME TENNIS EUROPE - ELITE JUNIOR PLAYER SURVEY 2014

30 EARLY Tennis Playing To what extent are the following applicable to your early tennis playing? I always had a very strong desire to play well I had a lot of fun playing tennis I had a strong desire to play as often as I could 1 Not at all 5 To a great extent My parent(s) strongly encouraged me to play At first, tennis was just one of many sports I played and enjoyed Friends strongly encouraged me to play My teacher(s)/school strongly encouraged me to play Tennis was played at school. I tried it and liked it 1.5 Base: All respondents (1,427) May 7, 2015

31 CURRENT Tennis Playing To what extent are the following applicable to your tennis playing today? I have a very strong desire to play well I have a strong desire to play as often as I can I have a lot of fun playing tennis I wouldn t play tennis if I didn t enjoy it I have a strong desire to have a career in tennis I hate losing My parent(s) strongly encourage me to play 1 Not at all To a great extent I still like to hit with friends below my standard 3.0 Tennis is just one of many sports I play and enjoy My teacher/school strongly encourages me to play Base: All respondents (1,427) May 7, 2015

32 Top 5 BEST Things about being an Elite Junior 34% 23% 15% 13% 5% The chance to make tennis my career The fun I have playing the game The satisfaction of doing something well The pleasure of winning The opportunity to travel Base: All respondents (1,427) May 7, 2015

33 Top 5 WORST Things about being an Elite Junior 34% 28% 13% 13% 8% Trying to juggle tennis and education The disappointment Missing out on other of losing possible free time activities Time away from family and friends Missing out on some elements of childhood Base: All respondents (1,427) May 7, 2015

34 IN SUMMARY TRENDS IN TENNIS

35 ISSUES o Available leisure time with work & education commitments; o Keeping the youth playing - encourage families; o Mobile communication for Millenials it is the power; o Commitment issues players not joining clubs o Access: Park Courts / Tennis For Free TENNIS HAS GREAT VALUES FUN, FITNESS, FAMILY & COMPETITION

36 MESSAGES THAT TENNIS COULD COMMUNICATE: o Fun o Inclusive o Playable by all ability levels o Affordable o Accessible o Challenging o Good for health & fitness o Welcoming IF WE SAY EACH OF THESE THINGS, WE NEED TO MAKE SURE THAT WE HAVE DONE ALL WE CAN TO ENSURE THAT EACH IS TRUE.

37 CONTACT DETAILS SPORTS MARKETING SURVEYS INC. The Courtyard, Wisley, Surrey GU23 6QL, UK JOHN BUSHELL MANAGING DIRECTOR Tel: + 44 (0) SPORTS MARKETING SURVEYS INC. No part of this report & presentation may be reproduced or transmitted in any form or by any means, including photocopying, without the written permission of SPORTS MARKETING SURVEYS INC.., any application for which should be addressed to SPORTS MARKETING SURVEYS INC.. Written permission must also be obtained before any part of the report is stored in a retrieval system of any nature. Disclaimer Whilst proper due care and diligence has been taken in the preparation of this document, SPORTS MARKETING SURVEYS INC. cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document.

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