Single Sport Report 2011

Single Sport Report – 2011 Rugby

Sporting Goods Manufacturers Association 8505 Fenton Street, Suite 211 Silver Spring, MD 20910 P: 304.495.6321 F: 301.495.6322 [email protected] www.sgma.com

SGMA Research / Sports Marketing Surveys 6650 West Indiantown Road, Suite 220 Jupiter, FL 33458 P: 561.427.0647 F: 561.427.0648 [email protected] www.sgma.com 1

Single Sport Report 2011

METHODOLOGY During January 2011/early February 2011 a total of 38,742 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel operated by Synovate. A total of 15,086 individual and 23,656 household surveys were completed. The total panel has over 1 million members and is maintained to be representative of the US population. Over sampling of ethnic groups took place to boost response from typically under responding groups. A weighting technique was used to balance the data to reflect the total US population aged 6 and above. The following variables were used: gender, age, income, household size, region, and population density. The total population figure used was 283,743,000 people aged 6 and above. The 2011 participation survey sample size of 38,742 completed interviews provides a high degree of statistical accuracy. All surveys are subject to some level of standard error—that is, the degree to which the results might differ from those obtained by a complete census of every person in the U.S. A sport with a participation rate of 5% has a confidence interval of plus or minus 0.21 percentage points at the 95% confidence level. This translates to plus or minus 4% of participants.

CONFIDENTIAL This report is supplied to client on a confidential basis and is intended for client’s exclusive use. Reproduction, transmission or publication, in whole or in part, without written permission of SGMA is prohibited. Statistical analysis and charts were produced by Sports Marketing Surveys.

2

Single Sport Report 2011

GUIDE TO READING TABLES Table Key  Segment % = share of each sub-group  Index vs. Total Pop. (Profile Detail) = compares the % of sports participants in that group to the actual % that group represents of the total U.S. population, i.e. an index of 100 means the % of this groups sports’ participants equals the % of the national population who participate.  Participation Rate by Group = % of that group’s total U.S. population who are participants  Index vs. Total Pop. (Cross Participation) = compares the % of Archery participants by group who also participate in another given sport to the % of the total U.S. population who participate in that sport, i.e. an index of 100 means the % of Archery participants also participating in this sport equals the % of the national population who participate in that sport.

3

Single Sport Report 2011

RUGBY – FAST FACTS

 There are 1,130,000 Rugby participants in the U.S.  There are 373,000 core (8+ /year) Rugby participants in the U.S.  68% of all Rugby participants are male; 80% of core (8+/year) Rugby participants are male.  66% of all Rugby participants are between 25 to 54 years old; 73% of core (8+/year) Rugby participants are between 18to 44 years old.  43% of all Rugby participants have a household income of at least $75,000 per year.  65% of all Rugby participants reside in a market size of 2,000,000+.  55% of all Rugby participants have a college degree or higher.  38% of all Rugby participants also play tackle football, 40% play outdoor soccer, and 38% play indoor soccer.

4

Single Sport Report 2011

Rugby Total Participation Trend

Rugby Total Participation Trend Overview 2007

2008

2009

2010

617

690

750

1,130

1 yr % Change 3 yr % Change (2009-2010) (2007-2010) 50.7% 83.1%

Participation figures are in thousands

1 yr % Change 3 yr % Change in Population in Population (2009-2010) (2007-2010) 0.7% 2.5%

5

Single Sport Report 2011

Rugby Total Participation Rate Trend

Rugby Total Participation Rate Trend Overview 2007

2008

2009

2010

0.22% 0.25% 0.27% 0.40%

1 yr % Point Change (2009-2010) 0.13%

3 yr % Point Change (2007-2010) 0.18%

6

Single Sport Report 2011

PROFILE DETAIL Total Rugby Participants (1+times/year) Total # of Part. (000s) Segment % 1,130 -

Total

Participation Rate by Group 0.4%

Index vs. Total Population -

Male Female

772 358

68.3% 31.7%

0.6% 0.2%

139 62

6~12 13~17 18~24 25~34 35~44 45~54 55~64 65+

55 138 168 352 192 202 19 3

4.9% 12.2% 14.9% 31.2% 17.0% 17.9% 1.7% 0.3%

0.2% 0.6% 0.6% 0.8% 0.5% 0.4% 0.1% 0.0%

50 152 146 213 114 107 14 2

Under $25000 $25000 to $49999 $50000 to $74999 $75000 to $99999 $100000+

248 154 244 201 282

21.9% 13.6% 21.6% 17.8% 25.0%

0.5% 0.2% 0.4% 0.5% 0.4%

129 59 110 125 97

New England Middle Atlantic East North Central West North Central South Atlantic East South Central West South Central Mountain Pacific

26 319 91 19 252 14 49 113 249

2.3% 28.2% 8.1% 1.7% 22.3% 1.2% 4.3% 10.0% 22.0%

0.2% 0.8% 0.2% 0.1% 0.5% 0.1% 0.2% 0.6% 0.6%

48 209 52 25 114 21 38 141 140

Non-MSA MSA