January 27 – Live sport attendances are leading the UK’s bounce back from Covid, according to analysis by Two Circles.
Live sport is leading the UK economy’s bounce back from Covid with pre-Omicron attendances exceeding 2019 levels according to analysis by Two Circles.
The research finds that in September and November 2021 (pre-Omnicron), total UK sports attendances reaching 20.2 million – 2 million more than the equivalent period in 2019 (the highest year on record for UK sports attendances).
The big jump in attendances in these two months is further highlighted by the overall attendance figure for 2021 of 35.2 million. That is less than half the peak of 75 million in 2019, but more than double the 2020 figure, indicating that there is a pent-up demand for live sports and allaying fears that fans might not return in large numbers to stadia.
The September-November 2021 period included a cumulative attendance of 4 million for 101 Premier League games, point out Two Circles, who also highlight “milestones in lower league football with a 12,843 attendance for Notts County’s 2-0 victory over Solihull Moors on November 13 setting a National League record.”
The Premier League accounted for 21% of all UK sports attendances in 2021, while the average attendance for matches this season currently stands at 39,597. This is higher than the average attendance of 38,495 in the 2017/18 season (a record total attendance of 14.63 million).
George Foster, UK Managing Director at Two Circles, said: “Pre Covid, UK sports attendances were on a strong growth trajectory, driven by sport being able to offer unique collective and ‘Instagrammable’ experiences in a growing live experience economy. And following more than a year of restricted movement, the UK public has turned back to its most loved live experiences – even despite Omicron and rising Covid infections this winter.
“The onus is now on sports event-owners to ensure this bounce back is a long-term fan engagement opportunity, rather than a short-term fad. This requires data-driven marketing strategies to keep fans engaged, and the event experience to be adapted to reflect the changing demographic make-up of the live audience.”
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