Sports events are the UK’s most popular form of ticketed entertainment, according to new data from a tech-based event marketing start-up.
London-based Evvnt has released the results of an independent survey commissioned by the firm, which shows that one in two adults buys a sports ticket every year.
On average, the study found that each person attends 2.9 sports fixtures annually, spending £57 a time on tickets, travel and related costs.
The figures represent a total annual value of £8.56 billion to the UK economy.
Sports events topped the list for the highest number of total attendances (150m a year) – above music concerts and gigs at 124m.
But music fans spent more on average – at £67 for each event – while theatre, opera and comedy topped the list as the type of event for which the highest percentage of people (64%) buy tickets at least once a year.
Richard Green, CEO and founder of Evvnt, commented on the findings: “From a casual comedy gig through to glitzy black-tie dinners, every year the UK public collectively buy millions of tickets for a diverse range of events. And our findings clearly demonstrate the UK’s love affair with sports. It comes as no surprise to see sporting fixtures topping the list as the most regularly attended type of event in the country, with the total annual spend surpassing £8 billion.
“Moreover, the research demonstrates just how many events people go to – and across these ten event categories alone the total amount spent by Britons came in at almost £49 billion each year. The challenge for businesses – be it a local football club or a sporting events company – is to make their events stand out and attract people to part with their money to attend it.
“Creating a buzz on social media, delivering unique experiences and using hyper-effective online marketing are all integral ways of achieving this.”
Evvnt is a UK-based start-up that offers proprietary event marketing automation software, placing events on 3,500 listings sites.
Since its launch in 2012, the company has worked with more than 30,000 customers across 139 countries.
Evvnt’s forthcoming US launch follows a $450,000 investment agreement with three US newspaper groups.