Two Minute Take- Aways NFL, NCAA Football and MLB remain most popular, while the NHL and NBA are Neck and Neck; though it s tough at the top as most popular sports show some slippage MMA surges in popularity while NCAA Football takes a hit. Boxing conenues to struggle while horse racing becomes more popular in light of a triple crown winner Walking and fitness top recreaeonal sports as cycling surpasses running/jogging. All sports have increased their regular parecipaeon compared to 2015, except fishing! Fan evaluaeons of commissioners show MLB s Rob Manfred poseng a stellar rookie performance. NFL commissioner Goodell s evaluaeon suffers once again There has been a marked declined in approval of the Four Team College Football Playoff in idenefying the best team in NCAA College Football MLB Fans have become more tolerant for players switching teams. Pace of Play has paid off; there is a significant drop in those who think MLB Games take too long 2
Two Minute Take- Aways (conenued) Fewer NBA Fans believe that there aren t enough teams capable of winning a championship. NBA fans have become more tolerant of one and done Less than half of sports fans support government regulaeon of daily Fantasy contests NFL fans remain concerned with concussions but many are sell willing to take the risk. They show strong aversion to a European based NFL team Fans show concern with quality of officiaeng in the NFL this season and are more bullish on Marcus Mariota s future prospects relaeve to Jameis Winston. Yet Winston has significantly closed the gap from a year ago American sports fans are anxious about the macro economy as the presideneal eleceon cycle heats up. The paradox lies in that at the same Eme, fans assert a three year low in budget consciousness, less difficulty in making decisions about discreeonary purchases and rejeceon of the noeon that one will scale down their lifestyle in reerement. 3
Background, ObjecEves and Methodology Winter 2016 SLRG Sports Omnibus Assess the abtudes and percepeons of American sports fans IniEated by Sports and Leisure Research Group in 2009 2016 online survey of over 2,400 total respondents 4
Top Four Most Popular Sports Remain Consistent; NHL and NBA ConEnue See- Saw Bafle for Winter Popularity Q I watch and follow closely 86% 87% 88% Winter 2016 Winter 2015 Winter 2014 72% 69% 64% 68% 64% 59% 48% 51% 53% 29% 26% 26% 28% 29% 24% 10% 13% 10% 9% 10% 12% 10% 6% 7% NFL Football NCAA Football MLB Men's NCAA Basketball NBA NHL NASCAR Professional Soccer Men's Tennis 5
RecreaEonal Sports ParEcipaEon: All Sports Except Fishing Have Increased Their Regular ParEcipaEon Compared to 2015! Q Which of the following sports do you parecipate in regularly, that is at least twice per month during season? 68% 68% 63% Winter 2016 Winter 2015 Winter 2014 43% 38% 40% 26% 27% 24% 24% 21% 21% 17% 13% 15% 14% 15% 12% 13% 14% 11% 18% 13% 13% 11% 12% 9% Walking Weight Training/ Fitness Bicycle Riding Running/Jogging Swimming Hiking/Camping Basketball Baseball/Sonball Fishing 6
Perceived Popularity of Spectator Sports: MMA Gains Popularity, While NCAA Football and NHL Slips Q Please indicate whether you think this sport has become MORE popular 75% 76% 71% 70% 67% 66% 64% 60% Winter 2016 Winter 2015 Winter 2014 51% 52% 48% 50% 47% 47% 46% 40% 40% 39% 34% 27% 26% 35% 34% 31% 30% 30% 23% NFL NCAA Football MMA (Mixed MarEal Arts) European League Soccer NCAA Men s Basketball MLS (American League Soccer) NBA MLB NHL 7
Perceived Popularity of Spectator Sports: MMA Gains Popularity, While NCAA Football and NHL Slips Q Please indicate whether you think this sport has become MORE popular (conenued) Winter 2016 Winter 2015 Winter 2014 27% 25% 26% 26% 17% 17% 15% 16% 4% 3% 6% 8% 9% 8% 6% 6% 5% 5% 5% 5% 6% 6% 4% 3% 4% 3% 3% Horse Racing NCAA Women s Basketball Women s Tennis NASCAR WNBA Indy Car Racing Men s Tennis Track & Field Boxing 8
WNBA, NASCAR Stem the NegaEve Tide, while Boxing, Track & Field ConEnue to Struggle Q Please indicate whether you think this sport has become LESS popular Winter 2016 Winter 2015 Winter 2014 67% 61% 58% 43% 37% 39% 34% 33% 35% 31% 32% 30% 32% 30% 30% 31% 26% 27% 22% 45% 41% 27% 26% 19% 19% 15% 12% Boxing Track & field Indy Car Racing NASCAR WNBA Men s Tennis Horse Racing Women s Tennis NBA 9
WNBA, NASCAR Stem the NegaEve Tide, while Boxing, Track & Field ConEnue to Struggle Q Please indicate whether you think this sport has become LESS popular (conenued) Winter 2016 Winter 2015 Winter 2014 10% 17% 12% 16% 14% 13% 14% 14% 13% 12% 12% 15% 12% 11% 11% 11% 10% 8% 4% 4% 4% 4% 2% 2% MMA (Mixed MarEal Arts) European League Soccer NCAA Women s Basketball MLS (Major League Soccer) NHL MLB NCAA Men s Basketball NFL 10
Difference Between Those Who Say A Sport is Gaining vs. Losing Popularity: Bring on More Football -54% NFL Football NCAA Football MMA (Mixed MarEal Arts) NCAA Men's basketball European League Soccer MLS (Major League Soccer) NBA Basketball MLB Baseball NHL Hockey NCCAA Women's Basketball Horse Racing -30% -26% -21% -21% -15% -2% 42% 33% 28% 22% 21% 12% 12% 5% Women's Professional Tennis NASCAR WNBA Basketball Men's Professional Tennis Indy Car Racing Track & Field Boxing 54% 63% 62% 11
Approval RaEngs on Commissioners: Silver ConEnues to Succeed, Manfred has stellar rookie performance and Goodell feels the heat Adam Silver, NBA David Stern, NBA 7.3 7.6 6.5 Rob Manfred, MLB Bud Selig, MLB Gary Befman, NHL Roger Goodell, NFL 4.6 4.8 7.0 6.3 6.1 6.2 6.3 5.8 7.1 Winter 2016 Winter 2015 Winter 2014 12
Topical Issues: Fans Uncertain that College Football Playoff Has Ability to Crown a True Champion TOP 3 BOX SUMMARY 2016 Sports Fans 2015 Sports Fans 2014 Sports Fans There are too many college bowl games In general, college coaches are overpaid The Four team College Football Playoff has done a great job in idenefying the best team in NCAA College Football 66% 59% 57% 52% 54% 39% 49% College athletes should receive cash compensaeon for their parecipaeon in Division I sports 32% 35% 27% Major college conference realignment has been a posieve for me, as a fan 16% 20% 14% 13
Topical Issues: MLB's Pace of Play IniEaEves are Reaping Dividends TOP 3 BOX SUMMARY 2016 Sports Fans 2015 Sports Fans 2014 Sports Fans I wish that MLB could find a way to keep star players on their original teams for more of their careers Commissioner Manfred acted properly in not lining the ban on Pete Rose. 52% 60% 57% 45% Major League Baseball games take too long 31% 48% 63% The Chicago Cubs will win the 2016 World Series 11% 14
Topical Issues: Majority of Fans Embrace the 3- on- 3 Playoff Level of Agreement: The new NHL 3- on- 3 playoff format has been a great change for hockey 8% Top 3 Box 35% 57% Middle 4 Box Bofom 3 Box 15
Topical Issues: Majority of NBA Fans Look For a Warriors Repeat; More Tolerance for "One and Done" College players TOP 3 BOX SUMMARY I'd like to see eligibility rules modified to require prospeceve NBA players to stay in school for at least two years 2016 Sports Fans 2015 Sports Fans 57% 67% 2014 Sports Fans The Golden State Warriors will repeat as NBA Champions this season There aren't enough teams capable of winning a Championship in the NBA The NBA Dran Lofery system is working well for compeeeve balance in the league. 53% 29% 32% 48% 25% 16
Topical Issues: Fans Concerned With Quality of OfficiaEng TOP 3 BOX SUMMARY 2016 Sports Fans The quality of officiaeng was a major issue in the NFL, this season 53% I m excited about the prospects of the NFL returning to Los Angeles 14% If given the choice, I d rather watch NFL football on a streaming service than on broadcast television 5% I'd be excited to see an NFL team based in Europe 5% 17
Topical Issues: Fans Reject Government RegulaEon of Daily Fantasy Contests Level of Agreement: Government regulaeon of daily fantasy contests is necessary to protect the public interest 29% Top 3 Box 42% Middle 4 Box 31% Bofom 3 Box 18
The Concussions ContradicEon: The Concussions ContradicEon: A Serious Issue But Over a Third of NFL Fans Would Risk the Threat for an NFL Career And It s Not Just Those Under 35 Q Assume for a moment, that a genie offers you the following proposieon: You will be given the opportunity to live or re- live your life with the ability to become an All- Pro NFL player, recognized as one of the best at your posieon in the league and compensated accordingly. You will enjoy a lucraeve 10 year career that enables you to reere from the game with both celebrity and lifeeme financial security. However, at age 65, you will begin to show the onset of demenea. Do you accept the genie's offer? % YES 34% 37% 39% 45% 44% 62% 2016 2015 2014 The issue of concussions in football is among the most serious problems that must be dealt with 62% 67% 65% Total Age Under 35 2016 2015 2014 19
Quarterback of the Future? NFL Fans Favor Mariota; Jameis Gains Popularity Q Who will ulemately have the befer NFL career? 37% Marcus Mariota 63% Jameis Winston 20
Other Fan Abtudes: Drop in Agreement that Athletes are Role Models; Fans Feel Tiger Woods Career is Coming to an End Top 3 Box Summary In general, professional and collegiate teams are too quick to fire head coaches or managers 40% 40% 43% I'd rather watch pro sports on TV than afend a live game 35% 35% 41% Professional athletes are role models 28% 32% 24% Once an athlete becomes a public figure, it is acceptable for his or her private life to be open to public scrueny 17% 16% 23% I expect Tiger Woods to win a Major in 2016* 6% 18% 41% I'm interested in learning more about the private lives of top sports stars 6% 5% 6% 2016 Sports Fans 2015 Sports Fans 2014 Sports Fans *Base: Golfers 21
Other Fan Abtudes: Minimal Interest in Watching Sports in a Virtual Reality; Soccer Not SupplanEng Other U.S. Sports in popularity in the near future. Top 3 Box Summary If given the opportunity, I d be interested in watching sports in virtual reality Soccer will become the most popular sport in the U.S. within the next ten years 5% 5% *Base: Golfers 22
Sports Fan Abtudes: Skibsh Feelings About the Economy 78% 69% 67% 71% 57% 57% 61% 62% 48% 55% 53% 52% 40% 45% 46% 38% 14% 12% 19% 11% Quality service can make the ulemate difference in what I buy It's important to try new things This year will be a befer year for me than last year Compared to my parents, I'm more self indulgent If I see something I like, I don't worry about the price 2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans Top 3 Box Summary 23
Sports Fan Abtudes: Less Likely to Spend Freely 45% 44% 42% 43% 43% 38% 38% 38% 39% 36% 37% 36% 37% 34% 34% 35% 31% 31% 32% 25% 31% 32% 29% 27% I plan to spend acevely on useful pasemes in my reerement It's important for my life to include a variety of unique experiences I feel that I will be more comfortable in my reerement than my parents are/were I'm confident that I will have enough money to reere in comfort I invest so I can reere early I plan to conenue working even in reerement 2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans Top 3 Box Summary 24
Sports Fan Abtudes: Fans less OpEmisEc about reerement, but less willing to scale down their lifestyle 47% 45% 43% 39% 41% 41% 41% 39% 40% 36% 36% 37% 38% 36% 37% 37% 37% 35% 33% 21% 24% 25% 26% 20% I'm looking forward to my "golden years" The best years of my life are sell to come Age 60 is the new age 40 I view reerement more as a Eme to experience new things, than as a Eme to relax I consider myself to be very health conscious I plan to scale down my lifestyle in my reerement 2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans Top 3 Box Summary 25
Sports Fan Abtudes: Info Overload Endures 83% 88% 83% 87% 45% 51% 46% 44% 24% 30% 28% 28% 28% 26% 28% 36% We live in an age of constant updates There's too much new technology to keep up with I'm spending more Eme these days with friends and family, than I did in the past I've embraced social media 2016 Sports Fan 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans Top 3 Box Summary 26
Sports Fan Abtudes: CauEon Persists for Job Security There's really no such thing as job security any more The gap between the "haves" and "have nots" has become more problemaec in the US in recent years 63% 69% 68% 61% 60% 63% I'm more budget conscious today than I was two years ago Today, I have to make more difficult decisions about discreeonary purchases than I did five years ago I feel befer about my financial situaeon today than I did a year ago There are so many good deals these days, that I rarely ever pay full price anymore We have seen the U.S. unemployment rate reach bofom, and the economy will add jobs this year 41% 48% 46% 34% 40% 41% 29% 35% 31% 30% 35% 30% 23% 34% 27% People will go back to spending freely on luxuries again this year 7% 13% 7% 2016 Sports Fan 2015 Sports Fans 2014 Sports Fans Top 3 Box Summary 27
Sports Fan Abtudes: Fans to Find Time for Sports, Despite ConEnued Family Centricity The world is less safe for children, today than when I was growing up 67% 68% 67% 64% Spending Eme with and caring for children and aging parents will reduce the Eme I can dedicate to playing sports and afending sporeng events 23% 29% 25% 26% 2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans Top 3 Box Summary 28
Sports Fan Abtudes: Focus is SEll on Family Yet Fewer Spend More Time at Home I'd rather spend Eme with family than with friends or business associates 59% 64% 64% 51% I'm spending more Eme at home than I did two years ago I'm planning to take a major vacaeon this year I find that I'm taking more vacaeons of shorter duraeon than I used to 33% 43% 41% 36% 38% 39% 43% 35% 18% 23% 27% 16% 2016 Sports Fans 2015 Sports Fans 2014 Sports Fans 2013 Sports Fans Top 3 Box Summary 29