INTERNATIONAL

STADIA OPERATORS SURVEY 2012

SPORT+MARKT AG, REPUCOM International 2012

INTRODUCTION
RSMG Insights was formed with the aim of providing a global platform in sponsorship monitoring, analysis and valuation to the sports business market. As a strategic holding RSMG Insights manages a portfolio of brands which, for more than 25 years, have been among the leading service providers in the sports research industry. With more than 1,400 employees in 20 wholly owned offices around the world and the leading technology and facilities, RSMG Insights has created the industrys first global, independent, full-service portfolio for sponsorship research and consultancy. SPORT+MARKT and REPUCOM International are RSMG Insights brands. With its own Stadia Consultancy Unit, RSMG Insights understands the stadia business, the needs and revenue streams as well as the trends of stadia management. With an impartial eye and expertise in analysing data, we have developed innovative services for arena and stadium operators, clubs, rights agencies and the public sector, including models for potential analysis, evaluation of stadium-related marketing rights, as well as financial and constructional issues. For the second time SPORT+MARKT and REPUCOM International have conducted the International Stadia Operators Survey. Over 700 stadium operators from 37 countries were invited to participate and we are delighted to have achieved a response rate of 10% again. Interesting feedback and insights from 22 markets was collected and analysed in detail. The following document shows key results and findings.

Our unique approach From financing to marketing strategy Research-based consultancy: In-house market research, media evaluation and market intelligence Internationally approved forecast models

Partner network and consortium experience Excellent know-how from one of the world's most commercially successful stadia markets Team of international sports business consultants Over 25 years of experience

SPORT+MARKT AG, REPUCOM International 2012

GEOGRAPHICAL DISPERSION OF THE SAMPLE / METHOD

Investigation in 37 countries with responses from
Main sport played in the stadium 81% Football / Soccer 7% Rugby 3% Cricket 3% Aussie Rules Football 1% American Football 1% Athletics 1% Baseball

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Universe: Population: Investigation technique: Sample: Fieldwork:

(including follow-up phase)

Operators of stadia with a capacity of more than 10,000 seats 700 stadia operators from 37 countries Self-administered questionnaires 70 stadium managers (response rate: 10%) May-August, 2012
Countries within the survey population
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SPORT+MARKT AG, REPUCOM International 2012

HOW THE AVERAGE STADIUM IS MADE UP

Seats in units/boxes: 1,003 Business seats: 1,235 Regular capacity: 34,169

Media/press seats: 172 Disabled seats: 134

Average stadium size*

Country
Germany Italy Brazil Mexico

(Football, First division, 2011/12)

48,716 44,428 39,037 38,611

England
Spain Japan France

38,567
35,356 30,992 26,748

*Source: SPORT+MARKT Market Intelligence SPORT+MARKT AG, REPUCOM International 2012 4

BUSINESS / HOSPITALITY AREAS

BUSINESS SEATS IN THE STADIUM? UNITS / BOXES IN THE STADIUM?

No 33%

No 16%

Yes 67%

Yes 84%

1,235 seats

1,003 seats 58 boxes 17 seats per box

SPORT+MARKT AG, REPUCOM International 2012

LED Cube

Running track

Stadium TV

21%

11%

49%

SPORT+MARKT AG, REPUCOM International 2012

Sliding roof

Solar energy

LED Wall

47%

16%

WHICH SPECIAL INFRASTRUCTURE IS PREVALENT?

Removable Pitch, Chapel

9% 7%

Moveable stands

Adapt size to occasion

14%

26%

SHAREHOLDERS: DOMINANT ROLE OF THE MUNICIPALITY

City / Municipality / Government

53%

Club / Main tenant

19%

46% of the venues are wholly owned by the respective municipality

Stadium operator

11%

The club / main tenant is sole owner of the stadium in 13% of the cases
Stadium operators (7%) or associations (4%), private (4%) or institutional (0%) investors rarely hold the majority (90100%) of the shares

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

7%

Private investor

7%

On average a venue has 1.2 shareholders

Association

6%

SPORT+MARKT AG, REPUCOM International 2012

SOURCES OF REVENUE
Other
E.g. Catering, Membership fees, ticketing

15%
Sponsorship
Naming Rights / Sponsorship of the stadium

8% 49%
Primary usage
Club / main tenant, e.g. rental fee

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

13%

15%
Secondary usage
Non-club / non main tenant events Other sporting events Concerts / Music and cultural events

SPORT+MARKT AG, REPUCOM International 2012

USAGE BY THE CLUB / MAIN TENANT (PRIMARY USAGE)

On how many days in an average year? Thereof: How many matchdays? 105 days 24 matchdays

attendance at matches of the club?

On average matches of the club fill

21,584
61% of stadium capacity

RIGHT TO MARKET HOSPITALITY FOR CLUB MATCHES Stadium operator

31%

No answer / Don't know

1%

The club / main tenant

21%
Third party
(e.g. marketing agency)

73%

SPORT+MARKT AG, REPUCOM International 2012

NON-CLUB EVENTS (SECONDARY USAGE)

number of events Music events Non-club / non-main tenants events Other sporting events 3.1 2.1

attendance 28,743

5.0

23,001

12,691

SPORT+MARKT AG, REPUCOM International 2012

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COMPLEMENTARY USAGE
TYPES OF COMPLEMENTARY USAGE
Comparison to 2010

Business centre / business events Fan shop Rental of office space Restaurant / Bar / Caf run by third party
(e.g. caterer)

67% 57% 37% 37% 31% 23% 23% 16%

Other: 4% Community facilities 3% Guided tours 1% Observatory 1% Wedding hall
No answer / Don't know = 6%

60% 27%* 30% 40% 25%

Museum Fitness centre Restaurant / Bar / Caf run by stadium operator Showrooms Shopping facilities other than fan shop Hotel Entertainment facilitites (e.g. casino, cinema)

25%
23% 5% 8% 7% 10%

9%
3% 0%

* in 2010 asked as Stadium fan shop (not fan shop of the club)
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FOCUS BUSINESS EVENTS: 182 PER YEAR

PLACE OF BUSINESS EVENTS IN THE STADIUM In the hospitality area In dedicated facilities for business events (business centre, conference rooms) Within the stadium/on the pitch 49% 79%
SIZE OF BUSINESS CENTRE AREA

62%
13%
6% 6%
> 6,000 m < 4,000 m < 3,000 m < 2,000 m < 1,000 m < 500 m

Around the Stadium

30%

9% 9%

13%
6.1 rooms 3,271 sqm
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AVAILABILITY OF PARKING SPACES

DIRECT UNDER THE STADIUM / NEAR THE VENUE
4% 3%

> 6,000 parking spaces < 4,500 parking spaces < 3,000 parking spaces

parking spaces direct at the venue:

1,319

13% 16%

ratio:

3.7%

< 1,500 parking spaces

24%

< 1,000 parking spaces

parking spaces up to 2 km from the 1,646 venue parking spaces more than 2 km from 1,993 the venue: P&R parking spaces: 1,025

30%

< 500 parking spaces

available parking spaces: 5,983

10%

No parking spaces

ratio

17%

SPORT+MARKT AG, REPUCOM International 2012

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BENCHMARK: RATIO PARKING IN EUROPEAN STADIA*

PUBLIC PARKING SPACES

HOSPITALITY PARKING SPACES

Ratio 5% MODERN STADIUM

Ratio 25%

Ratio 25%

Ratio 50%

*Source: SPORT+MARKT Market Intelligence SPORT+MARKT AG, REPUCOM International 2012

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STATEMENTS REGARDING E-PAYMENT

Comparison to 2010

We already use E-Payment.

34%

We do not yet use the system but its introduction is already planned. We do not yet use the system but are considering its introduction. We will not introduce the system in the foreseeable future.

9%

23%

54%: Our customers are more satisfied since we have implemented E-Payment in the stadium. 38%: There will be no alternative to E-Payment in the future. 38%: With E-Payment we have increased our catering revenue.
Figures generated from Top-2-Box (Agree fully + Agree)

34%

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EXISTENCE OF NAMING RIGHTS SPONSORS

Sponsorship of

Yes No, but we are considering it No, and we wouldnt sell this right

Yes-mentions 2010 2012

the whole stadium

46%

24%

30%

46% 33%

a sector

31%

31%

37%
12%

31%

a conference / business room

30%

30%

40%

30% 18%

a whole stand

23%

39%

39%

15%

23%

SPORT+MARKT AG, REPUCOM International 2012

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EXISTENCE OF NAMING RIGHTS SPONSORS

Top-2-Box: Agree fully + Agree

Comparison to 2010

Is an important revenue source.

Needs to enjoy local acceptance. Is a good way to communicate with the audience. In future there will be only stadiums with Naming Rights. Is a boost for the image of a stadium and the region. Breaks with the stadia tradition. Attracts more people to the stadium.

4.6* 3.6 3.3 2.9 3.1 2.7 2.0

84%
56% 40% 33% 33% 19% 7%

61%

35%
30% 38% 32% 31%

10%

* Mean Value

SPORT+MARKT AG, REPUCOM International 2012

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IMPORTANCE OF SELECTED TOPICS IN STADIA BUSINESS

Comparison to 2010

Top-2-Box: Agree fully + Agree

Communication with the target group through new media channels 4.3* Improved access by public transport 4.3 Growing infrastructure / equipment in the stadium 4.2 Multi-functionality of the stadium 4.3 Various configurations of the venue for different occasions 4.2 Cashless payment solutions using debit cards (E-Payment) 3.9 Hospitality capacities in the stadium 4.1 Diversity of catering 3.9 Sustainability (e.g. CO2-neutral, photovoltaics) 4.1 Community building / engagement 3.8 Naming rights as an important revenue source 3.9 Design / integration into the city 3.7
*Mean value

84% 83% 83% 77% 73% 73% 73% 71% 70% 68% 63% 51%

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SERVICES FOR TARGET GROUP COMMUNICATION

Social networks

83%

Stadium-App for smartphones

43%

Location-based services

40%

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STATEMENTS ABOUT TRENDS & FUTURE TOPICS

What do you personally think will grow in importance in the stadia business?
"Closer relationships will be needed between the tenants and stadia to maximise the in-stadia live experience. Patron experience must be seemlessly improved which will take co-ordination and co-operation." "A smart stadium - digitally connected stadium from matv to iptv also allows deeper fan engagement" "Wifi for VIP- and public areas. Ip-TV with commercial management."

"Modular construction allowing ability to grow/shrink; Technological advances - but issues with betting? Outsourcing to specialists"

"Efficiency, style and comfort, office spaces and hotels"

"Improvements in the retail food experience. Improvements in access to social media and entertainment experiences (large screens) etc to improve the live experience. A focus on alternative (non-match day) revenue streams"

SPORT+MARKT AG, REPUCOM International 2012

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OUTLOOK
The second edition of the RSMG International Stadia Operator Survey provides insight across different sections of the stadia business. Key findings include: Business and hospitality areas remain an important aspect of stadium management for both match day and nonmatch day usage More and more stadia are using solar energy (16%, +11%-points in comparison to 2010) Primary usage of a venue (e.g. the rent of the main tenant) remains the main source of revenue for most stadia. However, other income streams like catering, membership fees or ticketing grow in importance. Also Sponsorship income including Naming Rights is increasingly recognised as a revenue source. Parking spaces directly at the venue are rather rare (ratio of 3.7%), therefore access by public transport remains one of the key aspects of stadia management (83%) Since 2010, more stadia are using E-payment solutions (34%, +9% points) Naming Rights continue to grow in importance: an increasing number of stadia sold their naming rights in comparison to 2010 (46%, +13% points). Naming rights are seen as an important revenue stream (84%, +23% points) but, at the same time, its understood that naming rights require local acceptance (56%, +21% points) One crucial aspect for stadia and venues in the future is and will be integration and communication via social media MANY THANKS TO ALL PARTICIPANTS! CONTACT PERSON: Maria Walsh | maria.walsh@sportundmarkt.com

SPORT+MARKT AG, REPUCOM International 2012

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