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Market Segmentation

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Sport England has developed nineteen sporting segments to help us understand the nations’ attitudes and motivations – why they play sport and why they don’t.

This research builds on the results of Sport England’s Active People Survey, the Department of Culture, Media and Sport's Taking Part survey and the Mosaic tool from Experian. It will inform Sport England’s Strategy and Business Plan 2008-2011 and help us invest our money into areas that will have the greatest impact.

Understanding the sporting market segments

View pen portrait summary (323Kb Word) designed to help users understand the essence of each of the nineteen sporting market segments. Each portrait highlights the key factors which make these segments distinctive and which would be useful when devising communication or strategies targeted at them. These are necessarily subjective descriptions that are intended to highlight key issues rather than be comprehensive.

To read more on the background to the market segmentation, pen portraits to each of the nineteen segments, Local authority profiles, case studies, FAQ and further information on a national basis please visit the Sport England research page .

View a South West summary (4.1Mb Word) of Sporting Market segments providing maps which highlight some of the segments where there is a greater proportion in the South West.

Data by County Sports Partnership

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