Sports Industry Economic Analysis

Sports Industry
Economic Analysis
Exploring the size and growth
potential of the Sport Industry
in Australia
FINAL REPORT
Office for Sport – Department of Health | KPMG Sports Advisory

DRAFT
March 2020
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2
Contents
Page
Preface 5
1. Introduction 7 RON ZUBRIK

Partner, KPMG
2. Summary of findings 10
Management Consulting
3. The methodology 23 T: +61 7 3233 3289
E: rzubrik@kpmg.com.au
3.1 Theoretical foundations 25
3.2 Industry segmentation 29

MICHAEL MALAKELLIS
3.3 Industry attribution 33 Principal Director, KPMG Economics
Deals, Tax & Legal
4. Sizing the Sports Industry 39
T: +61 7 3233 9592
5. International analysis 68 E: mmalakellis@kpmg.com.au
6. Segment analysis 76
MITCHELL MALONE
7. Economic modelling 116
Associate Director, KPMG Sports
Advisory
Appendices 122
Management Consulting
Appendix A: Additional detailed methodology 123 T: +61 7 3233 9436
E: mmalone1@kpmg.com.au
Appendix B: Regional analysis 135
Appendix C: Industry reports 141
3
Glossary
The Australian and New Zealand Standard Industrial Classification (ANZSIC) is a classification that provides a framework for organising data about businesses by grouping
ANZSIC
business units carrying out similar productive activities.
Computable General Equilibrium models analyse both direct and indirect (flow-on) economic impacts following a shock to the economy. CGE models capture the economy as a
complex system of simultaneous equations that represent interrelated economic agents operating in competitive markets. Economic theory specifies the behaviour and market
CGE
interactions of economic agents, including consumers, investors, producers and governments. These agents operate in domestic and foreign goods markets, and capital and
labour markets.
Domestic
Domestic Production considers all goods and services produced domestically (i.e., total production excluding imported goods and services)
Production
Exports Exported goods and services are those that are produced domestically and purchased by overseas consumers. Exports are goods and services flowing out of the country.
Full-Time Equivalent employment adjusts headcount employment figures (which capture all employees regardless of hours worked) to full-time equivalent figures by converting
FTE
part time/casual workers to full time workers. This metric allows for a fairer, standardised comparison of employment across industries.
Gross Domestic Product is the total market value of goods and services produced in an economy. GDP is equivalent to gross national expenditure plus exports of goods and
GDP
services, less imports of goods and services.
The ABS Household Expenditure Survey (HES) (cat. no. 6530.0) collects detailed information about Australian household spending and is collected jointly with the Survey of
HES
Income and Housing, which collects data about household income, assets, liabilities and other household characteristics, such as tenure type.
Imports Imported goods and services are those that are produced overseas and purchased by domestic consumers. Imports are goods and services flowing into the country.
Input-Output Tables. The I-O tables are part of the Australian National Accounts, complementing the quarterly and annual series of national income, expenditure and product
I-O Tables aggregates produced and maintained by the Australian Bureau of Statistics (ABS). I-O Table 2 - Input by industry and final use category and imports by product group is the
base framework for KPMG’s analysis of the economic value of the Australian Sports Industry.
Input-Output Industry Group. IOIGs are based on the Australian and New Zealand Standard Industrial Classification (ANZSIC) and the I-O tables are published at this level of
IOIG
industry.
Input-Output Product Group. IOPGs are groups of IOPCs (Input-Output Product Classification) aggregated to the IOIGs to which they are primary. I-O tables are published at
IOPG
this level of product classification.
Per capita is simply a given measure expressed in 'per person' terms. Expressing measures in per capita terms allows for a fairer, standardised comparison across regions with
Per capita
different population sizes.
Sales Sales is equivalent to total revenue generated, or output. For example, If a cricket bat is bought by a retailer for $40 and sold for $50, the retailer’s sales is recorded as $50.
Industry value add is a measure of each industry's individual contribution to the economy. Industry value add includes total compensation to employees (returns to labour),
Value add gross operating surplus & mixed income (returns to capital) and other taxes on production. Simply, value add is the difference between the price of product or service and the
cost of producing it. For example, If a cricket bat is bought by a retailer for $40 and sold for $50, the value added by the retailer to the economy is $10.
4
Preface Sport is a pillar of the Australian way of life. Every
weekend, millions of Australians participate in, consume
or discuss sport. It can be a source of enjoyment,
frustration, friendship, rivalry and pride. Sport generates
develop a broader definition of sport and the Sports
Industry to ensure that the significant linkages
throughout the economy are captured. Then, to further
enable a robust analysis of the Industry, it has been
strong beneficial outcomes for society through health, divided into nine key segments based on the various
social, economic, cultural and environmental impacts, goods, services and activities across the industry. This
and the sports industry is the economic representation of facilitates a more in depth analysis of each segment in
this, providing the inputs and coordination required for order to provide a stronger evidence base for a potential
the sport and recreation we all enjoy. future Growth Plan. Importantly, the methodology was
designed to facilitate a robust but repeatable exercise,
In 2018, the Commonwealth Government released
and was based within the Australian National Accounts to
Australia's first national sport plan, Sport 2030. The plan
ensure comparability to other industries and sectors.
details four priorities for the sector; to build a more active
Australia, achieve sporting excellence, safeguard the How big is the Australian Sports Industry?
This Sports Industry Economic integrity of sport, and strengthen Australia's Sport
The analysis within this report has estimated that the
Industry. In order to deliver against this last priority,
Analysis report represents the funding was committed in the 2019-20 Commonwealth
Australian Sports Industry generated approximately $32.2
first step towards the Budget to explore the development of a Sports Industry
billion in sales in 2016/17, resulting in a contribution to
gross domestic product (GDP) of approximately $14.4
development of a potential Growth Plan. This Sports Industry Economic Analysis
billion and supporting approximately 128,000 full-time
report represents the first step towards the Growth Plan,
Industry Growth Plan. with the objective of defining, measuring and analysing
equivalent jobs. For context, this is approximately 0.8%
of GDP and 1.5% of total Australian employment.
the Australian Sports Industry to provide the foundational
The Australian Sports Industry is evidence for the potential development of the Plan. The Industry is estimated to involve approximately $2.5
estimated to generate What is the Australian Sports Industry?
billion in imported goods and services, and $1.8 billion in
exports. From a labour productivity perspective,
approximately $32.2 billion in The sports industry in Australia is diverse, covering a approximately $112,000 in value add is generated per
annual sales, resulting in a wide range of sport and recreation activities, and an even worker per annum, noting that the broader outcomes of
contribution to GDP of broader range of economic activities. It covers the sport and recreation (e.g. social and health impacts)
grassroots participation in both organised sport and less would make the total value higher. The Industry value
approximately $14.4 billion and formal recreation, through to the high performance and add contribution is estimated to have grown by 13%
supporting approximately professional athletes and competitions held in major between 2012/13 and 2016/17.
128,000 full-time equivalent jobs. stadia around the country, and broadcast on screens
The largest component of the Industry is the Sports
around the world. It includes, among other activities, the
Operations segment, which can be thought of as the
delivery of core sport and recreation services such as
The Industry value add is administration and training, the manufacturing and
administration, governance, delivery and support of sport
estimated to have grown by 13% and recreation participation activities across the country.
distribution of equipment and technology, and the
This segment accounts for 44% of industry sales, 38%
between 2012/13 and 2016/17. delivery of sports medicine services.
of industry value add and 47% of industry employment.
As a result of these complexities, the sports industry has There are also material sales contributions from
not been well defined historically, and attempts to Education and Training (15.5%), Events, Facilities and
estimate the economic contribution have focussed on a Venues (12.4%), Equipment and Apparel (11.3%) and
narrow definition of both sport and the related industry Media (11.2%).
activity. The first challenge for this analysis was to
5
The opportunity for growth It is also noted that the broader value generated by the
Sport Industry (i.e. non-economic), and the
Looking globally, the international analysis has identified
interdependence amongst Sports Industry segments
a number of comparable economies that have measured
highlights the strategic importance of working towards
the size of their Sports Industry using a similar industry
growth across the entire industry. An Industry Growth
definition. The estimate of the contribution of the
Plan may look to explore a broader suite of interventions The estimate of the contribution
Australian Sports Industry at 0.8% of GDP puts us in line
with countries such as Italy and Spain (0.7% and 0.8%
that align with the Department of Industry, Innovation of the Australian Sports Industry
and Science Industry Growth Centres Initiative, including: at 0.8% of GDP is comparable to
respectively), but behind counties such as the United
Kingdom (1.1%) and Poland (1.4%). If the Sports Industry • Increasing collaboration and commercialisation; countries such as Italy and Spain
in Australia grew to represent the same portion of total
economic activity as the Sports Industry does in the
• Improving international opportunities and market (0.7% and 0.8% respectively),
access; but behind counties such as the
United Kingdom, an additional $5.6 billion in GDP and
17,900 jobs would be supported in the Australian • Enhancing management and workforce skills; and United Kingdom (1.1%) and
economy.
• Identifying opportunities for regulatory reform. Poland (1.4%).
Looking forward, there appears to be an emerging global
opportunity as a result of the rapidly growing middle Where to from here?
There appears to be an emerging
classes in the BRIC economies (Brazil, Russia, India and While this report identifies a number of potential growth
China). Should these countries household expenditure on opportunities for the sector, this would need to be
global opportunity as a result of
sport grow to match the proportion that Australian further explored and confirmed as part of the the rapidly growing middle
households allocate to sport, the result would be an development of an Industry Growth Plan. The Sports classes in the BRIC economies,
increase of approximately $27.6 billion ($2019, $USD) in Industry makes a material contribution to the Australian
global household demand for sports consumption. economy, and there appears to be significant
which may increase global sports
Where could growth come from? opportunities for growth both at the aggregate Sports consumption by approximately
Industry level, and across various segments of the $27.6 billion ($2019, $USD).
Each segment of the Australian Sports Industry has been Industry.
analysed within this report in order to find potential high
value growth opportunities that an Industry Growth Plan It is important to note that the sports industry can also Within the Australian Sports
may look to investigate further. While there are a number not be divorced from the broader value that is generated Industry, there appears to be
of findings detailed within, key growth opportunities by sport and recreation. Various recent reports have
estimated that the non-economic outcomes of sport and high value growth opportunities
appear to exist in:
recreation (i.e. those in the health, social, cultural and within Education and Training,
• Education and Training – through increasing the environmental domains) are at least as big as the
export of sport related higher education;
Sports Technology and Media.
economic contribution made. It is therefore important for
any Growth Plan, and any related analysis and evidence
• Sports Technology – through greater coordination
base, to be constructed with a view to continuing to
and support of this innovative and high value add
support and grow these broader beneficial outcomes
segment; and
generated by sport and recreation.
• Media – through exploring the barriers to growth in
international demand for Australian produced sport
content.
6
1. Introduction
Strengthening Australia’s Sports
Industry – A thriving Australian
sport and recreation industry with
contemporary governance
structures, world-leading research
and innovation, strong economic
investment, hosting global events
and facilitating Australia’s
international interests.
- Sport 2030, Sport Australia
1. Introduction
Project background
PROJECT CONTEXT THE AUSTRALIAN SPORTS INDUSTRY
In the 2019-20 Commonwealth Budget, funding was committed to explore the The Sports Industry in Australia is diverse, covering a wide range of sport and
development of a Sports Industry Growth Plan as part of implementing Sport 2030, recreation activities, and an even broader range of economic activities. It covers the
Australia’s first national sport plan. Sport is a large part of the Australian and global grassroots participation in both organised sport and less formal recreation, through to
economy and the Sports Industry is made up of a large number of diverse but the high performance and professional athletes and competitions held in major stadia
interrelated components. around the country, and broadcast on screens around the world. It includes, among
other activities, the delivery of core sport and recreation services such as
In the context of the 4 strategic priorities in Sport 2030, the focus of the Sports
administration and training, the manufacturing and distribution of equipment and
Industry Growth Plan is on Strengthening Australia’s Sports Industry and contributing
technology, and the delivery of sports medicine services.
to the desired outcomes of improving physical and mental health, personal
development, strengthening communities and growing the economy. Almost every Australian is an industry stakeholder, and most also a customer. The
industry is also constantly changing, driven by changes in wealth and income,
The intention of the Plan is to provide stakeholders with the strategic direction
consumer preferences and technology.
required to focus collaborative business, research, education and government sector
efforts to: realise commercial opportunities; ensure that the sports workforce is As a result of these complexities, the Sports Industry has not been well defined
developed and managed to facilitate growth and performance; and export Australian historically, and attempts to estimate the economic contribution have focussed on a
sports products and services to the world. narrow definition of both sport and the related industry activity. The methodology
utilised for the analysis within this report represents a novel attempt to develop a
This Sports Industry Economic Analysis report represents the first step towards the
broader definition of the Sports Industry, and to develop an estimate of the size of the
development of the Growth Plan, with a view to define the industry, and provide the
industry’s economic contribution acknowledging the significant linkages into the rest
framework and preliminary evidence.
of the economy.
SPORT 2030 – SPORT AUSTRALIA It is important to note that the Sports Industry can also not be divorced from the
broader value that is generated by sport and recreation. Various recent reports have
In 2018, the Commonwealth Government released Australia's first national sport estimated that the non-economic outcomes of sport and recreation (i.e. those in the
plan, Sport 2030. The plan details four priorities for the sector; to build a more health, social, cultural and environmental domains) are at least as big as the economic
active Australia, achieve sporting excellence, safeguard the integrity of sport, and contribution made. It is therefore important for any Growth Plan, and any related
strengthen Australia's Sports Industry. analysis and evidence base, to be constructed with a view to continuing to support
and grow these broader beneficial outcomes generated by sport and recreation.
8
1. Introduction
Project purpose and scope

PROJECT PURPOSE STRUCTURE OF THIS REPORT
Given the complexity of the Sports Industry and the definition and segmentation This Sports Industry Economic Analysis report is structured as follows:
processes, it is important to ensure that consideration is given to the objectives of
this project, the proposed Growth Plan and the broader Sport 2030 agenda.
■ 1. Introduction: This section details the project context, purpose and scope.
The key objective of this phase of work is to support the potential development of the
■ 2. Summary of findings: This section details the high level findings from the
analysis. This includes those relating to the aggregate Sports Industry and the
Sports Industry Growth Plan through economic analysis, which should examine the
individual segments within, and covers the key insights from the complementary
Sports Industry and determine its:
analyses (i.e. international analysis, regional analysis and economic modelling).
■ Competitive strengths;
■ 3. The methodology: This section covers the approach taken to size and analyse
■ Growth potential; the Sports Industry in Australia, including the theoretical framework and
■ Linkages to other sectors; definitions, and the segmentation and attribution processes.
■ Strategic importance; and ■ 4. Sizing the industry: This section details the industry sizing process and the
resulting outputs in detail.
■ Prospects of producing positive socioeconomic outcomes.
■ 5. International analysis: In this section, the Australian Sports Industry is
The related priority from Sport 2030 is: Strengthening Australia’s Sports Industry analysed in the context of the available information on the global Sports Industry,
A thriving Australian sport and recreation industry with contemporary governance and economies that provide comparable estimates.
structures, world-leading research and innovation, strong economic investment,
hosting global events and facilitating Australia’s international interests. ■ 6. Segment analysis: This section provides an overview of each segment, and
explores each through the Structure-Conduct-Performance (SCP) framework.
SCOPE
■ 7. Economic modelling: This section outlines the approach and results of the
KPMG has been engaged by the Office for Sport within the Department of Health to economic modelling exercise to determine the broader contribution of the Sports
develop this Sports Industry Economic Analysis report. More specifically, the scope of Industry, and the outcomes of a number of tested growth scenarios.
the engagement is to:
■ Appendices: There are also a number of appendices attached to this report.
■ Develop a definition of the Sports Industry and an industry segmentation with the
view to clearly define the boundaries of the industry and the analysis and provide — Appendix A provides additional detail supporting the methodology.
foundational structure for the development of an Industry Growth Plan. — Appendix B details the regional analysis through a state and territory
■ Economic analysis of the Sports Industry to determine the current size and breakdown of the Sports Industry.
economic contribution. — Appendix C provides more details regarding the industry reports used during
■ Additional analysis (including analysis of international markets) to determine the attribution process.
where potential opportunities for growth may exist.
9
2. Summary of
findings
This section of the report provides
an overview of the key findings from
the analysis.
The Sports Industry in Australia is

estimated to generate $32 billion in
sales and supports 128,000 full-time
equivalent annually ($2016/17)
2. Summary of findings
The Australian Sports Industry

This section provides an overview of the key findings of the analysis of the Australian
Sports Industry at both the aggregate industry level, as well as for the individual Sports Industry Segment Description
segments within. Activities related to the delivery and coordination of
For this project, sport and recreation includes: Human activity requiring physical Sports operations sport, including administration, programming,
exertion and / or physical skill which, by its nature and organisation, is competitive and coaching or instruction.
generally accepted as being a sport, or, is engaged in for the purpose of relaxation,
Activities relating to the delivery of education in
health and wellbeing or enjoyment.
Education and training sport related disciplines. This excludes the teaching
The Sports Industry is then defined as the following economic activity in support of of physical activity itself, which is included above.
sport and recreation outlined above: The goods and services that would not exist or
would be significantly different in the absence of sport and recreation (as defined Sports medicine and Activities related to the delivery of health services,
above). science or research within the field of sport / sports science.
In order to facilitate the analysis of the Sports Industry, it has been disaggregated into
nine key segments based on the various different goods, services and activities The development, packaging and delivery of sport
across the industry. These are outlined in the adjacent table, and have been analysed Media content, including broadcasting, sponsorship and
in greater detail within section 6 of this report. marketing activities.
To develop an estimate of the economic contribution of the industry, the definition Operations of indoor or outdoor sports and physical
Events, venues and
and the segments have been applied within the Australian National Accounts to recreation venues, ground and facilities including
facilities
isolate that activity that is sport related, and to develop an overall picture of the sales, hosting professional sporting events.
value add, jobs and other economic indicators for the Sports Industry.
Gambling on sporting events and outcomes
Complementary analyses have also been undertaken, including analysis of the global Gambling (excludes that related to horse, dog and other racing
Sports Industry and within that comparable international economies, regional analysis activities).
of the Sports Industry across states and territories, and economic modelling using a
computable general equilibrium model. The outcomes of these analyses are The provision of equipment and apparel related to
summarised in this section, and outlined in detail within the body of the report. Equipment and apparel
sporting activities, or support of sporting events.
There are a number of considerations and limitations that are outlined within the
methodology or within Appendix A of this report. As a result, the findings within this Development and supply of goods and services
section should be considered estimates only, and should be viewed in conjunction Sports technology
with sport-related technology embedded.
with the methodology section of this report. Importantly, there are areas of the
defined Sports Industry that were unable to be isolated within the national accounts,
and have therefore not been included within the quantitative analysis. These are Nutrition and Development and supply of sports nutrition and
outlined within Section 4 of this report within the detailed attribution tables. supplements supplements.
11
The Australian Sports Industry (cont.)

KPMG identified sports related-economic activity within the Australian National Accounts framework to arrive at an estimate of the value of the Sports Industry to the
Australian economy.
$14.4bn Sports medicine and

science
contribution to GDP
128,443 jobs (full-time
equivalent)
Sports operations, education and events, venues and
facilities contribute to over 80% of jobs
$32.2bn
Nutrition and
sports-related
sales
Gambling 1% supplements
Nutrition and supplements
2% 1% 5% Gambling 2%
120,000 Sports medicine and
3%
Events, venues 1% science
and facilities 10%
Media
11% Sports operations
11%
38% 100,000
12%
Media 29% growth in the Sports
11% value add of sports Equipment operations
operations between
and apparel 44%
2012/13 and 2016/17
11%
80,000
24%
Events, venues
Equipment and and facilities
60,000
apparel
12%
11%
40,000
Education and training
15%
25% 47%
$1.8bn $2.5bn
13%
growth in the value add of the Sports Industry overall
between 2012/13 and 2016/17, while the aggregate 20,000 exports imports
contribution across all industries in the economy grew by 16%
Largest contributors to Australian exports:
over the same period.
Sports operations Education Equipment and apparel
Note: Sports technology is not visible on charts
0
12
The Australian Sports Industry (cont.)

The following table displays a snapshot of each segment within the Sports Industry. It displays key statistics relevant at the segment and aggregate level to understand the
composition of the industry. As the core of the Sports Industry, the Sports Operations segment unsurprisingly generates the most economic activity in the Sports Industry,
followed by education and training. From a value-add per worker perspective, the Sports Tech* and Media segments are the most productive.
Domestically Value add Sales growth

Domestic Employment
Sales Value add produced and Imports Exports per (2012/13 –
production (FTE)
consumed worker 2016/17)
Sports operations $14,289m $5,524m $13,637m $12,923m $652m $714m 60,168^ $92k 33%
Education and training $4,972m $3,571m $4,964m $4,587m $8m $377m 30,416 $117k 13%
Sports medicine and science $291m $185m $289m $287m $3m $1m 1,924 $96k 67%
Media $3,613m $1,541m $3,377m $3,289m $237m $88m 6,009 $256k 6%
Events, venues and facilities $3,982m $1,516m $3,801m $3,649m $181m $152m 14,958 $101k -3%
Gambling $863m $330m $809m $774m $54m $35m 1,857 $178k 25%
Equipment and apparel $3,628m $1,574m $2,496m $2,123m $1,133m $372m 12,318 $128k 9%
Sports technology* $24m $3m $5m $3m $19m $2m 10 $268k 15%
Nutrition and supplements $495m $133m $319m $273m $176m $46m 783 $170k 7%
Total Sports Industry $32,158m $14,375m $29,695m $27,908m $2,463m $1,787m 128,443 $112k 18%
Note: totals may not sum due to rounding throughout.

^This excludes a significant number of volunteers (which is explored later in this report).
*Sports Tech is a broad segment and the activities of businesses in this segment are captured in a range of ABS-defined industries. Some of these activities will be captured in other segments of
the sports industry that we have identified within the statistical accounts (e.g. Equipment and Apparel) but cannot be isolated from the activities of the other businesses in these segments. For the
purpose of this exercise, Sports Tech has remained a standalone segment as it is considered a strong potential high value growth area, however only the activity that can be transparently isolated
within the official statistical accounts has been captured. It follows that the results presented for Sports Tech materially under-represent the likely size of the segment. Conservative performance
metrics are presented above based on what activities can be transparently attributed to this segment within the ABS statistical framework (the National Accounts). KPMG recently completed a
study for LaunchVic to estimate the future size of the Sports Tech market. KPMG projected the size of the Sports Tech market in Australia to range from just under AUD $1bn to just over AUD
$3bn per annum in 2029; and the global market for Sports Tech to range from approximately USD $82bn to $123bn in 2029.
13
Comparison with other industries

Contribution of the Sports Industry to Gross Domestic Product (GDP) Australian jobs supported by the Sports Industry
The Sports Industry, with the exclusion of animal racing operations, is estimated to The Sports Industry supported around 128,400 full-time equivalent jobs in
have directly contributed $14.4 billion towards Australia’s GDP in 2016/17 Australia in 2016/17 (1.5 per cent of total full-time equivalent employment in
(representing 0.8 percent of GDP). This places the industry at roughly a third of the Australia). The Sports Industry provides more jobs than the Electricity, Gas, Water and
size of the Accommodation & Food Services sector and a fifth of the size of Retail Waste Services sector, and the size of the labour force is comparable to the Mining
Trade. sector.
Contribution to Gross Domestic Product by industry Contribution to employment by industry
Arts & rec. serv. 0.8% Elec., gas, water & waste serv. 1.3%
Sports Industry (ex. racing) 0.8% Sports Industry (ex. racing) 1.5%
Other services 1.8% Arts & rec. serv. 1.6%
Accomm., & food serv. 2.3% Rental, hire & real est. serv. 1.9%
Info., media & telco. 2.5% Info., media & telco. 1.9%
Elec., gas, water & waste serv. 2.5% Mining 2.0%
Agric., for. & fish 2.7% Agric., for. & fish 2.7%
Rental, hire & real est. serv. 3.0% Admin. & support serv. 3.3%
Admin. & support serv. 3.2%
Wholesale trade 3.3%
Wholesale trade 3.9%
Other services 3.9%
Retail trade 4.3%
Fin., & insur., serv. 4.1%
Trans., post & storage 4.7%
Trans., post & storage 5.2%
Education & training 4.7%
Accomm., & food serv. 6.0%
Pub. Admin. & safety 5.3%
Manufacturing 7.4%
Manufacturing 5.8%
Prof., scientific & tech. serv. 6.7% Pub. Admin. & safety 7.6%
Health care & social assist. 6.8% Prof., scientific & tech. serv. 8.0%
Construction 7.6% Education & training 8.6%
Mining 7.6% Retail trade 9.2%
Ownership of dwellings 8.4% Construction 9.7%
Fin., & insur., serv. 8.7% Health care & social assist. 12.2%
Although the direct economic contribution of the Sports Industry appears less than other Australian industries, the domestic and international
opportunities present within sport indicate the potential for growth. The ongoing popularity of sport, and its evolving segments, demonstrate
capacity for growth over time. In addition, the Sport Industry supports social and health outcomes that are not captured within the industry
values outlined above.
Note: The portion of sport-related activity associated with each industry (i.e., the components that when summed equal the Sports Industry) has not been removed from those industries in this analysis.
14
Industry labour productivity

Contribution to Gross Domestic Product by individual worker Contribution to Gross Domestic Product by individual worker, by segment
Contribution to GDP per worker, or value add per worker, is calculated as the Within the Sports Industry the nutrition and supplements, gambling, media and sports
contribution of an industry to GDP divided by the size of that industry’s workforce. In technology segments are the most productive on a value add per worker basis.
other words, value add per worker is a measure of labour force productivity. On Workers in these industries are likely to be highly technical and specialised, attracting
average, each person employed by the Sports Industry contributed approximately high wages compared to other segments. It is important to note that value add per-
$112,000 towards GDP in 2016/17. The Sports Industry’s labour force is more worker only considers the monetary economic contribution of each worker. The
productive than Accommodation and Food Services, Other Services, Retail Trade and Sports Industry, in particular the sports operations segment, supports numerous
Arts and Recreation sectors; and similarly as productive as the Healthcare and Social additional societal benefits associated with participation in sports and recreation.
Assistance and Public Administration and Safety sectors. Broader outcomes generated by the Sports Industry are discussed on page 18.
Value add per worker by industry Value add per worker by Sports Industry segment
Accomm., & food serv. $82k Sports operations $92k

Other services $95k
Sports medicine and
Retail trade $98k science
$96k
Arts & rec. serv. $107k
Events, venues and
Sports Industry (ex. Racing) $112k $101k
facilities
Education & training $116k
Health care & social assist. $117k Total Sports Industry $112k
Pub. Admin. & safety $145k
Construction $165k Education and training $117k
Manufacturing $166k
Prof., scientific & tech. serv. $176k
Equipment and apparel $128k
Trans., post & storage $192k
Admin. & support serv. $203k Nutrition and
$170k
Agric., for. & fish $212k supplements
Wholesale trade $252k

Gambling $178k
Info., media & telco. $277k
Rental, hire & real est. serv. $338k
Media $256k
Elec., gas, water & waste serv. $407k
Fin., & insur., serv. $444k
Mining $796k Sports Tech $268k
Note: Value add per worker has been calculated as the value add of each industry (2016/17 ABS National Accounts) divided by the sum of full-time-equivalent workers in each industry (ABS Census 2016, KPMG)
15
Regional analysis
SPORTS-RELATED ECONOMIC ACTIVITY BY STATE AND TERRITORY
A regional analysis shows that the majority of sports-related sales and employment occurs in New South Wales, followed by Victoria and then Queensland. After adjusting for
population sizes, the Australian Capital Territory appears as the region with the highest sports-related sales per capita followed by Victoria and then New South Wales. In terms
of labour force, Victoria has the highest proportion of sports-related employees in its workforce.
Sports-related sales per capita by region, 2016/17 Sports-related value add by region, 2016/17 Sports-related value add
ACT $1,511 NT TAS
ACT Sports-related jobs (full
VIC $1,476 1% 2%
2% SA time equivalent)
NSW $1,327 6%
WA
QLD $1,238
9%
WA $1,154
VIC
SA $1,104 28%
TAS $1,055
QLD
NT $975 19%
$800 $900 $1,000 $1,100 $1,200 $1,300 $1,400 $1,500 $1,600 $115m
NSW 1,010
$2,760m
Sports-related jobs as a share of total workforce by region, 2016/17 33%
25,350
ACT 1.5%
VIC 1.7%
$1,350m
13,020
NSW 1.5%
$850m
QLD 1.5%
7,930
$4,670m
WA 1.4%
40,160
SA 1.4%
TAS 1.5% $290m

NT 1.1% 2,820
0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4% 1.6% 1.8%
Note: values are rounded throughout. $4,090m
35,790
$250m
The methodology and more details results for the regional analysis are outlined in Appendix A. 2,370
16
International insights
ECONOMIC GROWTH POTENTIAL EXPORT OPPORTUNITIES
Relative to other countries, Australia’s Sports Industry contributes a modest amount Strong growth in global demand for sport is on the horizon as household incomes rise
to GDP and the labour force. For example, Poland’s Sports Industry contributes 1.4 around the globe and discretionary spending increases. The World Bank estimated
per cent to GDP whilst Sweden’s Sports Industry’s share of total employment is 2.1 that total household expenditure by emerging economies on sport in 2010 was USD
per cent. This reinforces that growth opportunities exist for the Australian Sports $25 billion (inflation adjusted to 2019 US dollars).
Industry – the question is whether or not these opportunities can be unlocked.
.
If the Sports Industry in Australia grew to represent the same portion of total
If Brazil, Russia, India and China increased the portion of their household budgets
economic activity as the Sports Industry does in the United Kingdom, an additional
allocated to sport to match the portion that Australian households allocate to sport,
$5.6 billion in GDP and 17,900 jobs would be supported by the Sports an additional $27.6bn USD would be spent by households on sports globally
Industry
Sports contribution to the economy, Australia vs selected EU countries Household expenditure on sport, Australia vs developing countries
2.0%
high economic contribution, low high economic contribution, high Brazil Russia India China
share of labour force share of labour force
$50 $48.1bn
$45
Household expenditure (2019 billion USD)

1.5% Poland $40
Sports-related GDP (% of GDP)
Finland $35
Germany
France Sweden
Cyprus Austria United Kingdom $30
Slovenia Denmark
1.0% Portugal $25
Australia $20.6bn
Spain
Italy Ireland $20
Greece
$15
Latvia
0.5%
$10
$5
low economic contribution, low low economic contribution, high $-

share of labour force share of labour force
0.0% Household expenditure at 2010 Recreational Hypothetical: Household expenditure matching
and Sporting Services household budget share Australia's Sports and Recreation household
0.0% 0.5% 1.0% 1.5% 2.0% 2.5%
budget share
Sports-related employment (% of total workforce)
Source: KPMG Analysis; European Commission (2018). Study on the Economic Impact of Sport through Sport Satellite Accounts
17
Growth and total value

GROWTH TOTAL VALUE
Sports operations is the largest segment of the Sports Industry comprising 44 per As previously outlined, the Sports Industry generates strong beneficial outcomes
cent of total sports related sales and 38 per cent of value add. Analysis within the outside of that captured in the analysis within this report. These outcomes are
SCP framework outlines the importance of each of the other segments in supporting beyond the defined outputs of the industry, such as sporting equipment or clothing,
sports operations, essentially enabling participation and physical activity outcomes. and produce positive benefits for participants, spectators and the broader community.
The interdependence amongst segments highlights the strategic importance of
Examples of wider benefits the Sports Industry produces include:
working towards growth across the entire industry.
Between 2012/13 and 2016/17, the Sports Industry grew 17 per cent (see figure
■ Positive effects for physical and mental health stemming from participation in
sport. Benefits include decreasing the risk of cardiovascular disease, lowering
below for breakdown by segment). Key segments identified with strong economic
blood pressure, increasing self-esteem and reducing psychological disorders such
growth potential include:
as depression.
■ Education and training: There appears to be an opportunity to explore the
increase of sport and recreation services at the higher education level (and
■ Creating a healthier workforce, which is likely to be more productive due to lower
absenteeism and higher engagement.
potentially also at the VET level).
■ Sports Technology: Although economic activity is currently difficult to capture,
■ Involvement in sport enables participants to develop relationships with members
of their community building social cohesion and socialisation. Further, national
innovation within the Sports Industry is necessary to outpace competition and to
pride arises from Australia’s success in international sporting events increasing
contribute to sustainable long-term growth for the industry.
social unity.
■ Media: Australian sporting content currently has low international demand, and
These wider benefits can stem from any of the segments in the Sports Industry and
there exists an opportunity to explore growing the export of this content to
each segment makes a contribution in some way to improving social outcomes. In
international consumers.
particular, Sports Operations facilitates the management and delivery of sport, which
Value add in Sports Industry segments, 2012/13 to 2016/17 is critical to fostering sports participation at the grassroots through to the elite level of
50% sport. Education is the pathway to improving future outcomes; more students
studying sports-related courses will increase knowledge about its benefits. Finally,
40%
sports medicine aimed at restoring physical and mental health or preventing poor
30% health outcomes provides benefits for all of society.
20% Importantly, a number of these outcomes also have flow on effects that will drive
strong economic benefits (although more broadly than just within the Sports
10% Industry). For example, improved health outcomes reduce the burden on the health
0%
system, freeing up resources for other endeavours. Increased productivity from a
physically active workforce increases the economic output per worker across the
-10% Sports Sports Events, Equipment Nutrition entire economy.
Education Media venues and Gambling and Sports Tech and Australia
operations medicine
facilities apparel supplements
18
Economic modelling
SCENARIO ANALYSIS (CGE Modelling) As these are illustrative simulations we have not sought to calibrate the size of the
shocks with reference to an actual event or planned outcome. Instead, a one per cent
To complement the broader analysis within this report, a number of scenarios have
shock has been assumed in each case. Each scenario is simulated under two
also been tested using the defined Sports Industry. KPMG’s proprietary multi-industry
different assumptions about the economic environment, the short run and the long
Computable General Equilibrium (CGE) model has been used to simulate four
run. The four scenarios are summarised in the table below, and greater detail
scenarios that provide insights regarding the industry’s economy-wide direct and
regarding the methodology and assumptions is provided within Section 7 of this
indirect impacts, highlighting the nature and strengths of the linkages to other sectors
report.
of the economy.
GDP Impact: GDP Impact:
Scenario Description Potential example Insights
Short Run Long Run
This scenario suggests that in developing a Sports Industry Growth Plan consideration
A one per cent increase in A change in preferences by must be given to the state of the labour market and to the value adding capability of the
1. Increase in Sports & Recreation industry relative to other Australian industries. Other things equal,
demand for Sport & foreigners in favour of + 0.00008% - 0.00016%
foreign any effort to boost activity in this industry over the longer run needs to be selective,
Recreation services by Australia Sport & Recreation (~ $1.6m) (~ -$3.0m) identifying and emphasising the high value adding components of the industry. Simply
demand
foreigners. services. increasing the size of the industry, in this scenario via export growth, does not guarantee
an overall benefit to the economy in the long run.
A change in preferences by Similar to the above insights, however it is also important to recognise here that
A one per cent increase in Australian households in household expenditure on Sport & Recreation services may have other flow-on benefits
2. Increase in
demand for Sport & favour of Sport & Recreation + 0.00128% - 0.00235% that we have not captured. These may include improved health and social outcomes,
demand by
Recreation services by services or it might be as a (~ $24.7m) (~ -$45.2m) which may impact government budgets, and labour productivity. The Sport & Recreation
households industry plays an important role in society and its value will not be fully captured by
Australian households. result of a push to increase
participation in sport. narrow economic metrics.
This simulation shows that some measures that may be contemplated by an Industry
A one per cent increase in Such a shock may be due to Growth Plan can have a positive impact on value added generated by the Sport &
3. Increase in Recreation industry and by the economy as a whole but may result in fewer FTE jobs in
total factor productivity for a new technology, + 0.00493% + 0.00669%
total factor the industry (albeit high value adding jobs). Given that the productivity of the Sport &
the Sport & Recreation elimination of inefficiencies (~ $94.7m) (~ $128.5m) Recreation industry is likely to be boosted by volunteer inputs, an insight from this
productivity
industry. or an increase in volunteers. simulation is that any reduction in volunteers may reduce the industry’s productivity and
value added but may increase the number of FTE jobs.
A one per cent increase in

the technical efficiency of the This simulation shows that new technologies can have a positive impact on value added
4. Increase in
usage by the Sport & Such a shock may be due to and employment for the Sport & Recreation industry and the economy as a whole.
technical + 0.00131% + 0.00063%
Recreation industry of inputs a new technology developed Although we have not modelled any costs associated with the development and adoption
efficiency of (~ $25.1m) (~ $12.1m) of any new technology we have also not considered any significant flow-on impacts such
purchased from the by a SportsTech business.
key input as adoption of the technology by other industries or direct exports of the technology.
Professional, Scientific and
Technical Services industry.
19
Segment analysis findings

This report also details the analysis of each segment using the Structure-Conduct- accounted for 8.2% of total completions, while 37.3% of overall higher education
Performance Framework. The discussion below outlines the key findings for each completions were by international students. The fields of education (excluding
segment. sport, which we have defined specifically for this analysis) with the lowest
proportion of international student completions were education at 12.4% and
SPORTS OPERATIONS health at 15.2%, and the highest were information technology at 67.9% and
■ Sport and recreation administration, support and delivery is the largest management and commerce at 63.2%. This indicates that there may be
component of the Sports Industry both in terms of total sales and in contribution significant opportunity to increase the export of sport and recreation related
to GDP, as well as the largest provider of sports related employment. However, it higher education.
results in the lowest value add per worker of the segments within the industry.
SPORTS MEDICINE AND SCIENCE
■ It is noted that much of this segment does not have a profit or economic growth
■ As the community ages and participation in sport rises, the potential for sport
motive, instead focussing on the delivery of the many positive externalities of
injuries and the demand for preventative measures is likely to increase, in turn
sport and recreation. As a result, this segment delivers materially more value than
boosting expenditure on sports medicine and science. A focus on the
what will show up in the National Accounts, as it supports all sport and recreation
preventative side of sports medicine, and influencing a boost in the demand for
participation (physical activity), and the benefits associated with that. It follows
these services will not only support stronger economic outcomes from this
that the total value generated by this segment (if non-economic outcomes were
segment, but also stronger health and participation outcomes.
included) would mean that while this is the lowest economic value add per
worker segment, that is not the whole picture of the value supported by each ■ Ongoing innovations to improve performance at the elite level are also necessary
worker (i.e. health and social outcomes). to maintain a competitive edge. Growth in this segment is reliant on the effective
development of new treatments that appeal to professional sports teams and
■ In addition, while this exercise and the potential Growth Plan need to focus on
elite athletes. In this sense, this segment has a close relationship with Sports
the Sports Industry and the associated economic outcomes, any identified
Tech.
opportunities or interventions need to align with and not disrupt these broader
outcomes that are generated. ■ This segment has experienced significant growth in sales of 67% between
2012/13 and 2016/17, while aggregate sales across all industries in the economy
EDUCATION AND TRAINING grew by 26% over the same period.
■ Primary and secondary sport and physical education teaching is similar to sports
MEDIA
operations, in that it is not focussed on economic outcomes, but is critical in the
non-economic outcomes generated by sport and recreation (e.g. developing ■ This segment records a high value add per worker at $256k per FTE.
physical literacy and supporting education).
■ Broadcasters are placing a higher reliance on live sporting content as part of their
■ It appears that there is an opportunity to explore increasing the export of sport business strategy, as live sport content is time sensitive and therefore can secure
and recreation related higher education by increasing the number of international viewership at specific times, presenting greater advertising revenue
students studying sport and recreation related courses in Australia. At the opportunities. Consumers are increasingly looking for flexibility in their broader
university level, sport and recreation educational courses have a significantly media consumption (e.g. streaming services to watch where / when they want).
lower proportion of international student completions compared to other fields of
education.© In 2018, international student sport and recreation completions
2020 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. The KPMG
20
Segment analysis findings (cont.)

■ There is increasing competition from international sporting content, including EQUIPMENT AND APPAREL
such competitions as the English Premier League (EPL), the National Football
League (NFL) and the National Basketball Association (NBA). ■ Very high imports within this segment. Likely to continue as comparative cost
advantage internationally means that it is not profitable to manufacture within
■ There is currently low international demand for most Australian sporting content, Australia. Premium products may present an opportunity however, with
with this particularly prevalent for those sports that are the most popular in terms ‘Athleisure’ apparel an example of premium products that may present an
of consumption by Australians (e.g. the AFL and NRL). There may be an opportunity. Attracting leisure consumers in addition to performance-oriented
opportunity to explore assisting content owners and broadcasters with reaching consumers will increase segment size, however these companies will still likely
international markets. manufacture internationally.
EVENTS, VENUES AND FACILITIES ■ There is a growing market share going towards online sales, and this is likely to
continue. A small number of large retailers dominate the physical retail market,
■ The events, venues and facilities segment is a large part of the structure (i.e. the
with many small retailers either acquired by larger companies, or ceasing
exogenous factors) impacting other Sports Industry segments. Venues and
operations.
facilities are one of the key enablers of sport and recreation participation, as well
as professional sports events. ■ Overall, given the broader shift away from manufacturing in the Australian
economy and the shift towards online sales it does not appear that there is a
■ Regarding events, there is significant competition between major venues (and
material opportunity to grow the equipment and apparel segment, with the
largely between states) to attract and host these events. State government
potential exception being the premium end of the product spectrum.
funding is often provided in order to generate benefits through attracting visitors
to the event. SPORTS TECH
■ This segment involves a high degree of public subsidisation. Most major venues ■ This segment has the highest value add per worker across the defined Sports
are built, owned and maintained by state / territory governments, and the majority Industry (noting the limitations with isolating the segment within the Australian
of community sport and recreation facilities are similarly supported by local National Accounts data).
governments.
■ Establishing strong support programs for start-ups is likely to facilitate growth in
GAMBLING this segment. Current Sports Tech start-ups have identified challenges to growth,
such as access to skilled personnel, funding and leadership, which, if addressed,
■ The gambling segment has a high value add per worker reflecting the high
can improve opportunities for future market entrants.
demand skills that are required across the workforce.
■ Fostering an entrepreneurial climate with dedicated assistance programs may
■ Gambling is a key revenue source for the broader Sports Industry, supporting the
encourage new innovations in the segment. The high concentration of Sports
value of broadcast rights for professional sport and increasing fan engagement.
Tech companies within Victoria is currently both a positive in terms of the
■ There are negative externalities that exist from this segment, such as addiction agglomeration benefits from co-location, but also presents an opportunity to
and broader anti-social behaviours, that should be accounted for when expand presence across other locations.
considering the position of this segment within the industry.
21
Segment analysis findings (cont.)

NUTRITION AND SUPPLEMENTS
■ Value add per worker is relatively high, reflecting the skilled nature of the
workforce in this segment.
■ The segment experiences strong competition from overseas suppliers, but also
experiences reasonable demand from overseas markets.
■ Growth in this segment is likely to stem from the rising levels of health
consciousness across Australia. Customers are looking for ways to adopt a
healthy and active lifestyle, which coincides with the purpose of this segment. As
a healthy lifestyle increasingly becomes a normal way of life, consumers will seek
products that supplement this. Facilitating a healthy lifestyle is a key growth
opportunity for the segment. There does also appear to be an opportunity to
capitalise on the growing middle class in Asia with the export of premium
nutrition and sport supplement products.
22
3. The
methodology
This section of the report provides
an overview of the approach taken
to size and analyse the Sports
Industry in Australia.
3. The methodology
Overview
This section of the report outlines the methodology used to estimate the size of the Sports Industry in Australia, and then to analyse the industry in order to inform an Industry
Growth Plan. In particular, this methodology section details the theoretical foundations for this process (including the industry definition), an overview of the industry
segmentation process, and the attribution and sizing process. The diagram below details the six key activities undertaken to size and analyse the industry.
Define the industry The definition of the Sports Industry dictates which economic activity is included and which
activity is excluded from this analysis.
The Sports Industry is segmented into smaller components of homogeneous activity (e.g.,
Segment the industry operations, events, education etc.), which sets the foundations for a targeted Industry
Growth Plan.
The Australian National Accounts framework is examined in great detail and sports-related
Attribute economic activity economic activity is extracted and attributed to the Sports Industry. Data gaps are
addressed by drawing on secondary research.
Australia’s Sports Industry performance is benchmarked against the size of the Sports
International comparison Industry in other countries to gain a sense of relativity and realise the potential scope for
industry growth.
Segment by segment analysis Deep dive into each segment using the Structure Conduct Performance framework to
identify strengths, weaknesses, opportunities and threats.
A CGE analysis complements a research-based economic analysis by illustrating the

CGE analysis economy-wide direct and indirect contribution of the Sports Industry. Hypothetical scenarios
are also conducted to inform potential opportunities.
24
3.1 Theoretical
foundations
This section outlines the
foundational assumptions and
approach to defining the Sports
Industry in Australia.
3.1 Theoretical foundations
What is the Sports Industry?

The first step in undertaking the economic analysis of the Sports Industry is to define This definition focuses on the participation element of sport, and outlines a broader
the industry and the economic activities it encompasses. This section of the report idea of sport to include less formal activities (i.e. active recreation). From this the
provides the foundational definitions and assumptions that underpin the analysis that physical activities that naturally should be included in the Sports Industry can be
has been undertaken. In particular, the following concepts are explored and defined: deduced. In the context of developing an Industry Growth Plan it is important to place
participation (in the physical sense) at the core of the Sports Industry and to recognise
■ What sport and recreation activities (i.e. physical activities) are to be included as
explicitly the business activities that enable sports participation and that are enabled
constituting ‘sport’ for the analysis?
by sports participation. In effect, the idea is to recognise the upstream and
■ What are the resulting goods and services that are produced and consumed in downstream linkages with the rest of the economy of businesses engaged in sports
the facilitation of these activities? participation.
■ What associated economic activities should be included within the definition of One approach to defining the Sports Industry is to define it broadly enough so that it
the Sports Industry? encompasses business activities that are closely related to sports participation. Under
this approach concepts used by the ABS to delineate the tourism industry are helpful.
INDUSTRY DEFINITION Sports characteristic activities could be defined as those that would cease to exist in
An industry is typically defined as a group of entities that produce similar or closely their current form or be severely diminished if sports participation were to cease.
related goods and services. Alternatively, an industry can be defined on the basis of Another approach is to keep the definition of the industry as consistent as possible
the characteristics of the consumer, as is done in the case of the tourism industry in with that used by the statistician and to identify the linkages of the industry to the
Australia. There is no unique method for defining an industry and the method used rest of the economy explicitly by articulating its sales and cost structures. This is the
can vary depending on the purpose of the definition or the availability of data. input-output framework that captures: (a) what inputs are purchased by the industry
Revisiting the objectives of this analysis, the rationale for defining the Sports Industry and from whom; and (b) what outputs are produced and to whom they are sold.
is to support the development of a potential Sports Industry Growth Plan. A The two approaches outlined above are closely related. The strength of the linkages
successful Growth Plan will need to identify the stakeholders and activities that are should be a key criteria for including or excluding business activities into a more
within scope, and therefore a robust industry definition is a key step in this process. broadly defined industry grouping. The position taken for this project is that for the
There is currently no widely agreed definition of the Sports Industry. In part, this is purpose of developing an Industry Growth Plan it should not matter if the Sports
because the definition of sport itself is evolving over time. By way of example, the Industry is defined broadly or narrowly as long as the linkages to the rest of the
following description was included within the recent Sport 2030 Plan released by economy are accounted for properly. A broad definition of the industry means that its
Sport Australia: links to the rest of the economy are relatively confined (e.g. most of the industry’s
output is sold to final users like households and its inputs are generic in nature (e.g.
“When the Australian Government talks about ‘sport’ and sport policy, it will now utilities, food and beverage etc.) rather than sport-specific. A narrower definition of
talk about a broad range of physical activities including informal, unstructured the industry means that the links to the rest of the economy will be more diverse.
activity such as walking, riding, swimming and running as well as traditional,
structured sport and new and evolving sport and physical activity offerings such as
mixed martial arts, “ninja” style obstacle courses and stand-up-paddle boarding.”
Sport 2030
26
What is the Sports Industry? (cont.)

DEFINITIONS UTLISED FOR THIS ANALYSIS
The definitions used for the project are shown in the adjacent figure. The first
definition articulates sport and recreation as an activity, and the second definition is SPORTS INDUSTRY DEFINITION
used to capture whether a good or service, industry or section of the industry should
be included in the Sports Industry.
DEFINITION 1
There are some important components of both definitions that are worth noting in
regards to the implications for their application to the Sports Industry. The first
Definition of the sport and recreation included for this
definition represents a combination of a commonly accepted definition of sport as project.
used by Sport Australia (i.e. physical activity that is either competitive or generally A human activity requiring physical exertion and / or
accepted as a sport), and a broader definition of active recreation (i.e. physical activity physical skill which, by its nature and organisation, is
engaged in for the purpose of relaxation, health, wellbeing or enjoyment). competitive and generally accepted as being a sport, or,
This definition focusses on human activity requiring physical exertion and / or physical is engaged in for the purpose of relaxation, health and
skill, and as a result a number of activities would be excluded. An example relevant to wellbeing or enjoyment.
this analysis is dog racing, which has been excluded from the Sports Industry from
this project (outlined later within this methodology).
The second definition outlines the decision rule for whether goods and services and
the related industry and economic activity should be included within the Sports
Industry. In the absence of sport and recreation (as outlined in the first definition), if DEFINITION 2
the goods or service would either not exist or would be materially different, then the
related economic activity is considered to be a part of the Sports Industry. Definition of the sport and recreation economic activity
included for this project.
The following section of this methodology demonstrates the theoretical framework
developed to describe how the definitions were applied to determine what economic The goods and services that would not exist or would
activities constitute the Sports Industry. In applying this framework, it is important to be significantly different in the absence of sport and
note that there will be grey areas regarding whether an economic activity should be recreation (as defined above).
included as part of the Sports Industry. This is particularly the case for emerging
activities, such as esports and Sports Tech, where the economic links to traditional
sports activities are relatively small at present but may grow significantly in the future.
The approach utilised in these circumstances is one of flexibility in applying the
framework, with a focus on considering the importance of each activity in the context
of a Growth Plan.
27
Theoretical framework
The adjacent chart is a schematic overview of the theoretical framework that
was used to define the Sports Industry. It recognises sports participation as Goods & Services
the core activity that binds the industry and it recognises the input and output
linkages. The framework recognises that sport participation generates two
related services; fitness and recreation and sports content. The following are
the key parts of the framework:
■ Sport is a construct consisting of rules, customs and / or methods for
Sports
engaging in a broad range of physical activities. When combined with
Participation
inputs of specific goods and services two services are produced; fitness
and recreation and sports content.
■ The goods and services required to engage in sport can be defined as
those that would not exist in the absence of sport (e.g. a sports field or a
cricket bat).
■ Participation can be organised or unorganised. The organised component
can be at different levels of competence and may range from amateur to
elite professional. Fitness & Gambling
Content
Recreation
■ Content is the element of a sport that can be accessed by non-
participants. Without participation there can be no content but
participation does not automatically generate content. Content is likely to Experience Media
be generated by sports participation at the elite level.
■ When combined with other goods and services content can be then
Goods & Services
transformed into a consumable product. This may be in the form of Events
events where spectators attend a stadium to watch a game played or it
may be in the form of media where consumers view a game or sporting
endeavour on television or some other medium. Sport content can also be Appendix A provides a more detailed version of this framework. The blue oval labelled
used to facilitate other products such as gambling. These goods and sports participation in the simplified schematic above maps to the blue boxes related to
services combined with content may or may not exist in the absence of “production” in the more detailed schematic.
sport.
It is noted that the framework is not the definition of the industry, but a tool through which
■ Fitness and recreation can also be combined with other goods and the different components of the industry can be identified and categorised in terms of the
services to generate an experience (e.g. participation in a marathon or roles they play, the outcomes generated and the strength of the link to sport.
triathlon).
28
3.2 Industry
segmentation
The Sports Industry as defined for
this analysis is broad, and therefore
has been segmented into nine
different segments in order to
facilitate more robust and targeted
analysis. This section details the
segments that have been used.
3.2 Industry segmentation
Segmentation overview
SEGMENTATION OVERVIEW
As outlined previously, the Sports Industry as defined for this project encompasses a broad range of goods and services. As a result, analysing the whole industry at the
aggregate level will miss some of the nuances of individual components of the industry. In order to facilitate a more robust and insightful analysis of the industry, and with a
view to provide a better evidence base for the industry growth plan, the industry has been segmented into nine key segments. These have been determined in a number of
ways, either based on a common good or service, a common customer, or a broader strategic importance to the industry (or potentially within a growth plan). The segments
are summarised in the table below, and the following pages provide greater detail on each segment and the rationale for isolating the associated activity.
Segment Description Examples and considerations
Activities related to the delivery and coordination of sport, including Sports clubs and organisations (e.g. peak bodies, SSOs etc.)
Sports operations
administration, programming, coaching or instruction. Government sport related operations.
Activities relating to the delivery of education in sport related disciplines. University courses in exercise science, sports administration or
Education and training This excludes the teaching of physical activity itself, which is included management etc. Training courses for personal trainers and other fitness
above. professionals.
Activities related to the delivery of health services, or research within the Exercise physiology, sports medicine or physiotherapy services. Sports
Sports medicine and science
field of sport / sports science. science related research activities.
The development / packaging / delivery of sport content, including
Media Television broadcast. Sponsorship. Marketing.
broadcasting, sponsorship and marketing activities.
Activities engaging in operating indoor or outdoor sports and physical
Marathon festivals. Major events. Professional sports competitions. Event
Events, venues and facilities recreation venues, ground and facilities including hosting professional
ticket sales, venue operation, administration and management.
sporting events.
Includes betting on sports matches, but excludes gambling on other
Gambling Gambling on sporting events and outcomes.
activities that may occur through sports clubs.
The provision of equipment and apparel related to sporting activities, or
Equipment and apparel Includes equipment (e.g. cricket bat) and apparel (e.g. fan gear).
support of sporting events.
Development and supply of goods and services with sport-related
Sports Tech Data analytics, wearables etc.
technology embedded.
Sports related vitamins / minerals, workout supplements (e.g. workout
Nutrition and supplements Development and supply of sports nutrition and supplements.
drinks), hydration, energy and protein supplements etc.
30
The segments
SPORTS OPERATIONS SPORTS MEDICINE AND SCIENCE
The sports operations segment aims to capture all activity relevant to the This segment is a supporting by-product of sport and physical activity and it aims to
management and delivery of sport and recreation in Australia. This includes core sport capture the activity related to the delivery of health services, or research within the
and recreation operations such as fitness centres and sport clubs; administration of field of sport and sports science. At a community level this segment refers to the
regional, state and national sporting associations or leagues; and occupations such as activities related to prevention, diagnosis and management of medical conditions that
sport professionals, fitness instructors and sport coaches. In addition to the core occur during or after physical activity. At an elite level sports medicine physicians
activities, there are also enabling services which were identified on the basis that the provide comprehensive health management for the elite athlete to facilitate optimal
services provided allow sport and recreation to take place. These include turf growing, performance. This involves the diagnosis and treatment of injuries and illnesses
boat building and professional services providing research, data analytics and associated with exercise to improve athlete performance.
engineering services related to sport. This segment does not include events, venues
MEDIA
and facilities which have been instead isolated within a separate segment.
The relationship between sport and media exert endless and continuous influence on
Horse racing and its related activities have been isolated from this segment due to
one another. Media generates profit through sports while sports and its contents are
the nature of the activity not conforming to the definition of sport used in this
transmitted and consumed through media. Media can be referred to all the mediums
analysis. The links of horse racing to the wider Sports Industry (e.g. taxes on horse
such as television, radio, newspaper, magazines or the internet which deliver sports
racing and betting) are noted and is discussed at the summary level within this report.
information, broadcast of sporting events and other related content. This analysis
This disaggregation process, and a summary estimate of horse racing, is detailed
focuses on the generation of content and the associated television broadcasting
within Appendix A.
through both free to air and subscription distribution avenues, as well as broader
EDUCATION AND TRAINING distribution methods in the industry which include streaming of sporting events.
Further, the analysis explores this segment from production through to distribution of
The education and training industry provides courses and conducts research that are
sports media in Australia.
crucial to the provision of inputs that support and enable physical activities, both at
the participatory and elite levels. Sport related courses offered at tertiary and EVENTS, VENUES AND FACILITIES
vocational education institutions support the Sports Industry in providing a pipeline of
The events industry provides a platform for spectators to consume live sport. In
sport related allied health and other sport enabling occupations. These occupations
essence, consumable content (including both media and gambling) relies on sporting
stem from courses such as physiotherapy, sports medicine, nutrition and dietetics
events taking place. Inherently, events also have close links into the sports operations
and sports coaching/officiating. Additionally, education in health and physical
due to the associations, clubs and players activity existing within that segment, as
education is an integral component of primary and secondary schools’ curriculum and
well as enabling services such as tourism agency services or advertising.
represents a strong enabler of broader participation and physical activity outcomes.
The education and training segment has therefore been designed to represent sport Venues are required for hosting events. This segment includes both the event related
and physical activity related education across primary, secondary, vocational and activity, but also that related to the operation and maintenance of all sporting venues
tertiary levels. and facilities. Importantly therefore, this segment includes activities associated with
managing all venues and facilities such as athletic fields, swimming pools and tennis
courts.
31
The segments (cont.)

GAMBLING SPORTS TECHNOLOGY
The gambling industry is an important customer of the Sports Industry in that it uses Sports technology as an industry sector is a relatively new concept and as a result, an
sports content to generate a sport-specific service. Under a strict application of our established definition of what is included in this sector is still in the formative stages.
theoretical framework it is arguable whether gambling should be included in the Businesses that may be included in this sector are likely to be spread across a wide
Sports Industry, however some components of gambling activity may cease to exist range of industry categories identified by the ABS. From the perspective of
or be very different to their current state in the absence of sports content. This may developing an Industry Growth Plan, incorporating sports technology activities in the
be sufficient grounds for including components of the gambling industry in the Sports Sports Industry is important as it represents a component of the industry that is
Industry. However, a more compelling argument for including sports gambling in the focussed on innovation and technology and on products and services that have global
Sports Industry is that it provides significant revenue to businesses producing sports markets. These attributes mean that the sports technology sector has the potential to
participation services (e.g. sports clubs) and businesses producing and delivering grow rapidly and to support high value adding jobs, which warrants exploration of the
sports content (e.g. advertising revenue). The dependence of the Sports Industry on sector’s opportunities and threats.
these revenues, particularly to produce content that is valuable, needs to be
NUTRITION AND SUPPLEMENTS
measured and explored in the context of an Industry Growth Plan.
Sports nutrition and supplements is a supporting sector to the Sports Industry. This
The ABS identifies industry classes that contain businesses engaged in gambling
segment has traditionally been targeted towards athletes but a growing consumer
associated with sport, and it is this activity that has been isolated to analyse this
base has expanded its products to encompass wider health and fitness supplements.
segment of the Sports Industry.
Sports supplements can be grouped into three categories
EQUIPMENT AND APPAREL
■ Sports foods which provide a practical form of nutrients to meet sports nutrition
Equipment and apparel are required inputs for participants to engage in physical or
goals;
recreational activity.
■ Medical supplements which may be needed to prevent or correct nutrient
Sporting equipment has various forms depending on the sport, but it is essential to
deficiencies that occur in athletes; and
compete in the sport. The equipment ranges from balls, to gym gear, and
to protective gear like helmets. Sporting equipment can be used as protective gear or ■ The category of performance supplements which are designed either to directly
as tools used to help the athletes play the sport. enhance exercise capacity or to support activities that allow the athlete to train
hard, recover, achieve physique goals or reduce the risk of illness and injury.
Sporting apparel is clothing, including footwear, worn for sport or physical exercise.
Sport-specific clothing is worn for most sports and physical exercise, for practical, The analysis explores this segment from manufacturing through to retailing in
comfort or safety reasons. Typical sport-specific garments include tracksuits, shorts, Australia.
T-shirts and polo shirts. Specialised garments include swimsuits (for swimming),
wetsuits (for diving or surfing), ski suits (for skiing) and leotards (for gymnastics).
The analysis explores this segment from manufacturing through to wholesaling and
retailing in Australia.
32
3.3 Industry
attribution
This section details our approach to
attributing activity to the Sports
Industry, and the data sources and
assumptions used in that process.
3.3 Industry attribution
The approach
In order to develop estimates of the size of the Sports Industry, the available industry different industries (e.g. value added, compensation paid to employees, gross
and broader economic data needs to be analysed and manipulated to meet the operating surplus / gross mixed income etc.).
industry definition and segments outlined in the previous sections of the
■ Recognition of international trade: The I-O tables distinguish between
methodology.
imported and exported goods, providing an understanding of the magnitude of
This exercise is not a straightforward task, as while there does exist some economic international linkages with the domestic Sports Industry, and the relationship
data that is collected and identified as related to sport, this is only a small component between domestic consumption and imports, and domestic production and
of overall sport and recreation related activity, and would represent a much narrower exports.
definition of the Sports Industry than that utilised for this analysis.
■ Replicable: The approach used to analyse the Sports Industry within the I-O
Therefore, in order to develop estimates of the size of those segments or tables is designed such that, should similar data be available, it could be built
components of the defined Sports Industry that are not identified as sport within the upon or replicated in the future.
accounts need to be attributed to sport from within the industries or groupings within
INPUT-OUTPUT INDUSTRY GROUPS (IOIG)
which they sit. In addition, in order to facilitate the insights required to support the
Industry Growth Plan and the economic modelling exercise, the segments need to be Within the I-O tables there are 114 Input-Output Industry Groups (IOIGs), and for each
identified from and attributed within the Australian National Accounts framework. there exists detailed data relating to the individual cost and sales structure of the
group, and the linkages with other groups.
This section of the report details the methodology used to attribute and size the
Sports Industry using the Australian National Accounts as a starting framework. The I-O table also directly provides insight into a sports related IOIG labelled:
9101 Sports and Physical Recreation Activities
Greater detail on a number of the components of this methodology is provided within
Appendix A.
The 9101 Sports and Physical Recreation Activities IOIG provides insight into core
INPUT OUTPUT TABLES sport activity that is closely related to the participation element of sport. However,
The main source of information for the identification and attribution process is the from a Growth Plan perspective it is necessary to capture and understand the
Input-Output (I-O) tables. The I-O tables are part of the Australian National Accounts, linkages (sales to and purchases from) between the 9101 IOIG to other industry
complementing the quarterly and annual series of national income, expenditure and groups.
product aggregates produced and maintained by the Australian Bureau of Statistics This IOIG is not only useful in that it directly tells us information about that specific
(ABS). The tables provide detailed information about the supply and use of products in group, but the interaction with other IOIGs also allows us to infer information about
the Australian economy, and the structure of and inter–relationships between the sporting component of other industries.
Australian industries.
If all of a given industry’s sport-related sales are made directly to 9101 Sports and
There are three key reasons why the I-O tables have been used as the foundational Physical Recreation Activities, the proportion of that industry’s total sales that are
data source for this analysis: sales to IOIG 9101 can be used (either wholly or in part) to derive the share of that
■ Robust attribution and insights: The I-O tables are a powerful tool that industry’s value-add that is associated with Sports and Recreation activity.
recognise the upstream and downstream linkages with the rest of the economy, If the IOIG cost and sales data does not wholly capture sport related production
and provide detailed information relating to the performance and contribution of further disaggregation of the industry is required.
34
The approach (cont.)

ANZSIC CLASSES Each of the 8 classes in the adjacent table consist of specific primary activities which
are distinct from each other yet all represent the 9101 Sports and Physical Recreation
Australia and New Zealand Standard Industrial Classifications (ANZSIC) allow us to
Activities IOIG.
develop deeper insights into the activities within each IOIG group. Each individual
class within the classifications is defined in terms of a specified range of activities. It is evident that within the 9101 Sport and Physical Recreation Activities IOIG, that
The ANZSIC handbook was used to identify and isolate industry classes which not all classes are relevant to sport in accordance with definition established for this
incorporated a sport specific activity. project. Specifically, two ANSZIC classes related to horse and dog racing (i.e. 9121
and 9129) and two other ANSZIC classes (9131 Amusement Parks and Centres
Classes represent individual business entities who perform similar primary activities.
Operation and 9139 Amusement and Other Recreational Activities n.e.c.). Application
It is common for a business to engage in a range of activities wider than those
of the definitions would clearly exclude industry classes 9131 and 9139, and the dog
designated as belonging to a particular class, and when this occurs it is classified
racing components of industry classes 9121 and 9129 from the Sports Industry.
based on its predominant activity. In order to map between ANZSIC classes and the
associated IOIGs, the related industry concordances have been utilised. This It was further decided that Horse Racing was to be isolated from the headline
methodology, and related limitations are outlined further in Appendix A. attribution and sizing process, and therefore the analysis of this IOIG has been
undertaken without these four classes. A number of methodological steps were taken
The IOIG 9101 Sports and Physical Recreation Activities and its associated industry
to strip out activities belonging to Amusement and Racing from IOIG 9101 which are
classes listed in the table below can be used to illustrate key components of our
covered in detail in Appendix A. This Appendix also incorporates an estimate of the
approach.
size of the horse racing industry based on the broader approach undertaken for this
9101 Sports and Physical Recreation Activities analysis.
9111 Health and Fitness Centres and Gymnasia Operation ATTRIBUTION
9112 Sports and Physical Recreation Clubs and Sports Professionals A similar process to that described above has been followed for IOIGs and industry
classes that encompass sport related activity consistent with the Sports Industry
9113 Sports and Physical Recreation Venues, Grounds and Facilities Operation definition. Although the I-O tables provide data at the industry group level and not at
the class level, the five attribution methods explained in detail overleaf enable the
9114 Sports and Physical Recreation Administrative Service
IOIGs to be disaggregated into its sport specific components.
9121 Horse and Dog Racing Administration and Track Operation
9129 Other Horse and Dog Racing Activities
9131 Amusement Parks and Centres Operation
9139 Amusement and Other Recreational Activities n.e.c.
35
Attribution methodology
A challenging aspect of sizing the Sports Industry within a national accounts framework is to determine how much activity within an industry that has been identified as sports-
related (e.g. footwear manufacturing) is legitimately sports-related (e.g. sports shoe manufacturing). A number of methodologies have been applied to disaggregate economic
activity provided in the Input-Output tables at the broad Input-Output Industry Group (IOIG) level to activity which is specifically sports-related. That is, to attribute a component
of those industries to sport, and therefore including that component within our analysis of the Sports Industry. A summary of each methodology is provided below. Detailed
information on each methodology is provided in Appendix A, and a summary of the attribution methodology framework is provided overleaf.
1. The Input-Output Tables 2. The Census Employment and Income Data
As previously outlined, the main source of information for attribution is the I-O tables. If an ANZSIC class has been identified to fit within the Sports Industry
The I-O tables contain detailed industry sales information between the industry definition and is wholly related to sport and recreation (e.g. 8211 Sports and
groups (IOIG level), as well as information relating to the cost and sales structure, Physical Recreation Instruction), an income-weighted employment share of
and resulting value add for each group. IOIG 9101 is the Sport and Recreation employment in that class (out of total employment in the parent IOIG) can be
industry, and as a result, there is information within the tables themselves that helps assumed to represent the proportion of activity within the IOIG that is sports-
attribute components of other IOIGs based upon their interaction with that industry related. An example of an application of this attribution methodology, and the
(either sales to or purchases from sport and recreation). logic behind applying income-weighted employment shares is provided in
Appendix A.
To provide an example, within the Sports Operations segment sits the ANZSIC class
0113 Turf Growing, which maps to IOIG 0103 Other Agriculture. Given the nature of If an ANZSIC class is not wholly related to sport and recreation, as is the case
that activity, all of the 0113 classification that we are looking to include (i.e. the sport for the majority of classes included in segments outside of Sports
specific component) has been assumed to show up in sales to Sport and Recreation Operations, for example Secondary Education which sits within the Education
within the tables (i.e. to IOIG 9101). As a result, the sales to 9101 as a proportion of segment, then employment shares alone are not an accurate representation
overall sales within Other Agriculture (i.e., the share of total sales that are sports- of activity tied to sport (i.e., not everyone employed in Secondary Education
related) was used to estimate the component of that industry group that relates to is a sports teacher). To derive a sensible attribution methodology for these
sport and can be included within the Sports Operations segment. ANZIC classes further research is required to attribute a component of the
industry classes to the Sports Industry.
However, the application of this methodology is not always straightforward. For
many sport-related industries, the portion of their activity that is Sports and
Recreation is captured elsewhere in the supply chain (e.g. direct sales to households
rather than supply to the Sports and Recreation sector). For these industries we turn
to alternative sources of information to estimate the proportion of activity that can be
attributed to Sports and Recreation.
36
Attribution methodology (cont.)

4. Industry Reports and Other Secondary
3. The Household Expenditure Survey 5. Primary Research and Consultation
Sources
The ABS 2015-16 Household Expenditure Survey (HES) (cat. If all of the information contained within the I- Finally, any remaining information gaps have
no. 6530.0) provides an insight into how households allocate O tables, The Census and the HES has been been explored through primary research and
their budget across various expenditure items (693 in total). An exhausted, the next step is to turn to consultation (where practical and feasible).
analysis of each of the 693 expenditure items revealed some secondary research such as industry reports This has been of greater importance where
items that belong to a sports segment (e.g. sports equipment). in order to determine the component of either there is difficulty in capturing current activity,
After identifying a sports-related expenditure item, the 2008- IOIGs or the associated classes that can be but where there is an intuitive opportunity
09 ABS Input-Output Product Group (IOPG) to Household attributed to the Sports Industry. that may be important baseline information to
Expenditure Classification Concordance publication is utilised inform the Industry Growth Plan (e.g. sports
The objective of the review of industry reports
to determine which IOPG that item belongs to, and then also technology).
and other secondary sources is to estimate
the proportion of total production at the IOPG level that relates
either the component of individual classes
to that product. This is then used as an estimate of the
identified as sport related, or to alternatively
component of that product group that can be attributed to
build assumptions to undertake the attribution
sport, which has been assumed to be representative of the
at the industry group level without a class
same attribution within the associated IOIG classifications
level breakdown.
(detailed approach and limitations provided in Appendix A).
The information used has either been in the
If the 2008-09 ABS Concordances do not include the sports-
form of detailed industry reports that have
related item identified in the 2015-16 HES (i.e. the item was
explored classes or groups specifically (such
not included in the 2008-09 HES) an alternative methodology
as those published by IBIS World), broader
is followed. In these cases, the total household expenditure on
studies relating to Sports Industry segments
a sports related item within an industry class can assumed to
or activity, or further data sources that have
be representative of the total expenditure on sport within that
been used to develop attribution
class. This only holds true where it can be safely assumed that
assumptions.
all of the sports related activity relates to the production of
final goods that are sold to households (i.e. consumers), as These reports and sources that have been
this activity can therefore be used as an estimate of the used as part of the attribution process are
component of total sales within an industry group that relates detailed within Appendix C.
to sport.
37
Industry attribution decision tree

Does the IOIG cost and sales data
Attribution Method wholly capture sport related DECISION TREE
production?
This decision tree represents the thought process in
attributing each of the ANZSIC classes. The key
Yes No questions at each level allow the class to be attributed
by one of 5 attribution methods shown on the left. If
the class is unable to answer any of the 5 questions
Attribute based on I-O Does the ANZSIC class sell
1 – IOIG direct share table data entirely to S&R?
then it is excluded from the analysis.
Yes No
Attribute using Can the class be

2 – Income-weighted
employment share of represented by sport
employment share the class within IOIG related HES items?
Yes No
3 – Household Do industry reports

Use HES items as a
Expenditure Survey proxy to attribute class
provide insight into the
(HES) class/segment? Note: Materiality is judged on a case
by case basis depending on other
factors relating to each segment.
Yes No
Is the class / segment material in size,

Use insights from industry reports to
4 – Industry reports size class
and are there stakeholders that could
inform the attribution process?
Yes No
5 – Stakeholder
Stakeholder consultation Exclude from analysis
consultations
38
4. Sizing the
Sports Industry
This section of the report outlines
the detailed attribution and sizing
process for attributing economic
activity contained with the
Australian National Accounts to each
segment of the Sports Industry.
4. Sizing the Sports Industry
Summary
SIZING THE SPORTS INDUSTRY
This section of the report provides detail on the attribution methodology underpinning the economic valuation of Australia’s Sports Industry. For each Sports Industry segment
two tables of information are provided. The first table lists the industries, and the ANZSIC classes within those industries, that have been deemed sport-related, along with
information about the attribution method, the final portion of activity attributed to the Sports Industry, and performance metrics such as sales, value add and employment at a
granular level. The second table summarises the findings of attribution process by aggregating results to the industry level and providing additional metrics such as domestic
production, international trade and contribution to GDP.
The Sports Industry generates $32 billion in sales in Australia, approximately half of which are generated by the sports operations segment. The table below provides a
summary of the information presented in this section of the report for each segment of the Sports Industry.
Total sports related Domestic Domestic prod. and Value added by Sports related
Segment Imports Exports
sales production domestic cons. Sports Industry FTE’s
Sports operations $14,289m $13,637m $652m $714m $12,923m $5,524m 60,168
Education $4,972m $4,964m $8m $377m $4,587m $3,571m 30,416
Sports medicine and

$291m $289m $3m $1m $287m $185m 1,924
science
Media $3,613m $3,377m $237m $88m $3,289m $1,541m 6,009
Events, venues and

$3,982m $3,801m $181m $152m $3,649m $1,516m 14,958
facilities
Gambling $863m $809m $54m $35m $774m $330m 1,857
Equipment and apparel $3,628m $2,496m $1,133m $372m $2,123m $1,574m 12,318
Sports Tech $24m $5m $19m $2m $3m $3m 10
Nutrition and
$495m $319m $176m $46m $273m $133m 783
supplements
Total $32,158m $29,695m $2,463m $1,787m $27,908m $14,375m 128,443
40
The attribution tables

OVERVIEW
The following pages provide detailed information for each sports segment, broken down by the ANZSIC classes captured within each industry group and segment. An
explanation of the contents of these tables is provided below.
Column heading Description
Refers to the ABS-defined Input-Output Industry Group (IOIG) that has been identified as belonging to the segment. All data within the Input-Output tables is
Input-Output Industry Group
provided at the IOIG level of aggregation.
ANZSIC Class Refers to the sports-related ABS-defined ANZSIC Class (four-digit) that has been identified as belonging to the IOIG within the segment.
Description Provides a description of the type of sport-related activities captured within the ANZSIC Class.
Refers to the final method chosen for attributing a portion of total activity in the ANZSIC class to activity that is deemed sports-related. Where industry reports
Attribution Method
have been used, a reference number is provided that corresponds to the list of all sources in the appendix of this report.
Percent attributed to sport Refers to the final estimate of the percentage of total activity at the Class level that is sports-related.
Refers to the total sales generated by an IOIG’s related ANZIC Classes (where applicable) associated with sport and recreation activity. Sports related sales has
Sports-related sales
been further disaggregated in the summary tables into domestic production and imports.
Refers to the value add (contribution towards Gross Domestic Product) generated by an IOIG’s related ANZIC Classes (where applicable) associated with sport
Sports-related value add and recreation activity. This is different to sports related sales as it incorporates the costs used to create the sales. Value added is approximately the difference
between total sales and total cost of intermediate inputs.
Sports-related FTE’s Refers to the number of Full Time Equivalent (FTE) jobs provided by an IOIG that are tied to sport and recreation activity.
Domestic production (provided Refers to the amount of an IOIG’s goods and services (measured in dollars) that was produced domestically (i.e. was not imported). Domestic production has
in the summary tables) also been further disaggregated into those goods or services that are exported, and those that are purchased domestically.
Imports (provided in the
Refers to the value of goods and services sold by an IOIG that are sourced from overseas (i.e., imported).
summary tables)
Exports (provided in the
Refers to the total value of domestically produced goods and services that are exported (i.e. sold outside of Australia).
summary tables)
Domestic prod. and domestic
cons. (provided in the summary Refers to the value of domestically produced goods and services that an IOIG sells to domestic customers.
tables
41
4.1 Sports
operations
Sports operations encompasses all
activity relevant to the management
and delivery of sport from the
grassroots through to the elite level.
4. Sizing the Sports Industry Sports operations
Attribution of sports operations

Definition Examples and considerations Segment Size
$14.3 bn
Activities related to the delivery and coordination of sport, Sports clubs and organisations (e.g. peak bodies, SSOs etc.)
including administration, programming, coaching or Government sport related operations.
instruction.
Input-Output Industry Group Sports related value

ANZSIC Class Description Attribution method % Attributed to sport Sports related sales added Sports related jobs (FTE)
0103 Other Agriculture
Non-residential turf growing

0113 Turf Growing 1 – IOIG direct share 17.8% $122m $60m 207
related to sport activity
2302 Ships and Boat Manufacturing

Businesses primarily building
2392 Boatbuilding and Repair or repairing small- to 4 – Industry Reports
37.5% $663m $189m 1,721
Services medium-size boats and (Source: IR 1)
recreational vessels
6901 Professional, Scientific and Technical Services
Sports medicine & dietary

6910 Scientific Research Services 1 – IOIG direct share
research
Architectural design services

required in constructing
6921 Architectural Services 1 – IOIG direct share
stadiums, arenas and sport
fields
Engineering services required
6923 Engineering Design and
in constructing stadiums, 1 – IOIG direct share
Engineering Consulting Services
arenas and sport fields
0.5% $1,113m $458m 2,582
Sports advertising such as
6940 Advertising Services creating billboards and 1 – IOIG direct share
developing TV commercials
Sports Industry research

6950 Market Research and
services (e.g. Clearinghouse, 1 – IOIG direct share
Statistical Services
ABS)
6962 Management Advice and Sports management

1 – IOIG direct share
Related Consulting Services consulting services
43
Attribution of sports operations (cont.)

$14.3 bn
Activities related to the delivery and coordination of sport, Sports clubs and organisations (e.g. peak bodies, SSOs etc.)
including administration, programming, coaching or Government sport related operations.
instruction.

6901 Professional, Scientific and Technical Services
6991 Professional Photographic Sports photography for teams

Services and clubs
0.5% $1,113m $458m 2,582
6999 Other Professional, Scientific Catch all bucket of sports
and Technical Services n.e.c. related professional services
8210 Arts, Sports, Adult and other Education Services (including Community Education)
Non-vocational instruction in
8211 Sports and Physical
sporting and physical 2 – Employment share 100% $2,345m $1,307m 17,778
Recreation Instruction
activities
9101 Sports and Recreation
Operations of health clubs,

9111 Health and Fitness Centres fitness centres and gymnasia
2 – Employment share 100% $3,807m $1,310m 15,532
and Gymnasia Operation and provide a range of fitness
and exercise services
Operations of individual
sports clubs and physical
9112 Sports and Physical recreation clubs that provide
Recreation Clubs and Sports sporting or physical 2 – Employment share 100% $3,339m $1,149m 10,836
Professionals recreation opportunities to
participants or entertainment
for spectators
Operators engaged in
9114 Sports and Physical administration of sports or
2 – Employment share 100% $2,038m $701m 5,159
Recreation Administrative Service physical recreation
organisations
9501 Personal Services
9539 Other Personal Services Personal fitness training 4 – Industry reports

29.7% $862m $349m 6,352
n.e.c. services (Source: IR 2)
44
Summary of sports operations

The table below summarises the IOIG groups included in the sports operations segment with their associated key metrics providing insight into the contribution and
significance of the IOIG to the Sports Industry. Note that the percentages in the % Attributed to sport column are relative to the segment. For example, the 9101 IOIG appears
here and also in events due to differing activities within the IOIG.
% Attributed to Total sports Domestic Domestic prod. Value added by Sports related jobs
Input-Output Industry Group Imports Exports
sport related sales production and domestic cons. Sports Industry (FTE)
0103 Other Agriculture 0.4% $122m $116m $6m $8m $108m $60m 207
2302 Ships and Boat

13% $663m $535m $129m $114m $420m $189m 1,721
Manufacturing
6901 Professional, Scientific and

0.5% $1,113m $1,064m $49m $40m $1,024m $458m 2,582
Technical Services
8210 Arts, Sports, Adult and other

Education Services (including 25.9% $2,345m $2,335m $10m $172m $2,163m $1,307m 17,778
Community Education)
9101 Sports and Recreation (ex.
horse and dog racing and 73.5% $9,183m $8,743m $440m $364m $8,379m $3,160m 31,528
amusement)
9501 Personal Services 5.6% $862m $843m $19m $15m $828m $349m 6,352
Total - $14,298m $13,637m $652m $714m $12,923m $5,524 m 60,168
Note: For each segment, there is an initial attribution table that explores the ANZSIC Class level considerations (i.e. the table on the previous two pages for this segment), and then a summary table
wrapping up those consideration to the IOIG level (i.e. the table above). The attribution per cent within the ANZIC Class tables relate to the class level attribution (i.e. how much of a given Class is
being allocated to the Sports Industry, whereas the attribution per cent within the IOIG summary table relates to the Group level attribution (i.e. how much of the overarching IOIG is being allocated
to the Sports Industry.
To provide an example, the ANZSIC Class ‘0113 Turf Growing’ was attributed as 17.8% Sports Industry related. ‘0113 Turf Growing’ maps to ‘0103 Other Agriculture’ at the IOIG level, along with a
number of other Classes, however 0113 is the only class that has been identified as sport related. Using the income-weighted employment shares for that Class (2.41%) within that IOIG, it is then
calculated that 0.4% of the IOIG is related to sport (i.e. 17.8% x 2.41% = 0.4%).
45
4.2 Education
and training
Participation in sports-related
education and training to improve
employment prospects and facilitate
entry into the Sports Industry.
4. Sizing the Sports Industry Education and training
Attribution of education and training

$5.0 bn
Activities relating to the delivery of education in sport related University courses in exercise science, sports administration
disciplines. This excludes Sports and Recreation Instruction or management etc. Training courses for personal trainers
(e.g. sailing instructor), which is included in sports operations. and other fitness professionals.

8010 Primary and Secondary Education Services (including Pre-Schools and Special Schools)
4 – Industry reports
8021 Primary Education 3.3% $636m $473m 5,792
(Source: IR 3)
Physical education in schools

as well as schools purchasing
8022 Secondary Education sport programs and renting 9.2% $1,773m $1,317m 13,424
(Source: IR 3)
fields/stadiums for
competitions
8023 Combined Primary and 4 – Industry reports

6.3% $1,207m $897m 6,252
Secondary Education (Source: IR 3)
8110 Technical, Vocational and Tertiary Education Services (including undergraduate and postgraduate)
Technical and vocational
education and training related
8101 Technical and Vocational 4 – Industry reports
to the sports sector (e.g. 4.2% $327m $213m 1,935
Education and Training (Source: IR 4)
Certificate III in Sport
Coaching)
Undergraduate or
8102 Higher Education postgraduate sports related 2.3% $1,029m $671m 3,013
(Source: IR 5)
courses
47
4. Sizing the Sports Industry Education and training
Summary of education and training

The table below summarises the IOIG groups included in the education and training segment with their associated key metrics providing insight into the contribution and
significance of the IOIG to the Sports Industry.
sport in segment related sales production and domestic cons. Sports Industry (FTE)
8010 Primary and Secondary

Education Services (including Pre- 5.8% $3,615m $3,615m - $30m $3,585m $2,687m 25,468
Schools and Special Schools)
8110 Technical, Vocational and
Tertiary Education Services
2.8% $1,357m $1,349m $8m $347m $1,002m $884m 4,948
(including undergraduate and
postgraduate)
Total - $4,972m $4,964m $8m $377m $4,587m $3,571m 30,416
48
4.3 Sport
medicine and
science
The delivery of health services or
research to restore / maintain
physical health, improve
performance and provide a
competitive edge for elite athletes.
4. Sizing the Sports Industry Sports medicine and science
Attribution of sports medicine and science

$0.3 bn
Activities relating to the delivery of health services, or Exercise physiology, sports medicine or physiotherapy
research within the field of sport / sports science. services. Sports science related research activities.

8401 Health Care Services
Unable to disentangle
Specialist sports injury sports related specialist
8512 Specialist Medical Services
medical practitioners medical practitioners from
regular medical practitioners
Physiotherapy services
8533 – Physiotherapy Services associated with sports 13.0% $291m $185m 1,924
(Source: IR 6)
injuries
Chiropractic services
8534 Chiropractic and sports related chiropractic
associated with sports
Osteopathic Services and osteopathic services
injuries
from regular services
Other speciality services Unable to disentangle

8539 Other Allied Health
needed for sports related sports related allied health
Services
injuries from all other allied health
The table below summarises the IOIG groups included in the sports medicine and science segment with their associated key metrics providing insight into the contribution
and significance of the IOIG to the Sports Industry.
sport related sales production and domestic cons. Sports Industry (FTE)
8401 Health Care Services 0.3% $291m $289m $3m $1m $287m $185m 1,924
50
4.4 Media
The development, packaging and
delivery of sport content, including
broadcasting, sponsorship and
marketing activities.
4. Sizing the Sports Industry Media
Attribution of media
$3.6 bn
The development / packaging / delivery of sport content, Television broadcast. Sponsorship. Marketing.
including broadcasting, sponsorship and marketing activities.

5401 Publishing (except Internet and Music Publishing)

Unable to disentangle sports
5412 Magazine and Other Periodical Sports magazines and related magazine publishing
Publishing journals from regular magazine
publishing
5501 Motion Picture and Sound Recording
5511 Motion Picture and Video 4 – Industry reports

Filming of sporting events 15.7% $1,078m $299m 1,355
Production (Source: IR 7,8,9)
Distribution rights will be

Distribution rights associated
5512 Motion Picture and Video captured in IOIG 5601
with televising sporting
Distribution Broadcasting (except
events
internet)
52
Attribution of media (cont.)

$3.6 bn
The development / packaging / delivery of sport content, Television broadcast. Sponsorship. Marketing.
including broadcasting, sponsorship and marketing activities.

5601 Broadcasting (except Internet)
Sports radio broadcasting sports radio broadcasting
5610 Radio Broadcasting
(e.g. ABC Grandstand) from regular radio
broadcasting
5621 Free-to-Air Television Televising sports events to 4 – Industry reports

30.2% $1,289m $631m 3,755
Broadcasting free-to-air TV (Source: IR 8)
5622 Cable and Other Subscription Subscription based sports 4 – Industry reports
29.2% $1,246m $610m 899
Broadcasting broadcasting (e.g. Foxtel) (Source: IR 9)
5701 Internet Service Providers, Internet Publishing and Broadcasting, Websearch Portals and Data Processing
Unable to extract sports

5700 Internet Publishing and Sports news websites (e.g.
publishing as a percentage
Broadcasting Cricinfo)
of all internet publishing
Sports streaming services

5921 Data Processing and Web Streaming of sports events
included in broadcasting
Hosting Services (e.g. Kayo)
rights in class 5622
53
Summary of media
The table below summarises the IOIG groups included in the media segment with their associated key metrics providing insight into the contribution and significance of the
IOIG to the Sports Industry.
5501 Motion Picture and Sound

9.9% $1,078m $841m $237m $37m $804m $299m 1,355
Recording
5601 Broadcasting (except

23.6% $2,535m $2,535m $0m $51m $2,485m $1,242m 4,654
Internet)
Total - $3,613m $3,377m $237m $88m $3,289m $1,541m 6,009
54
4.5 Events,
venues and
facilities
Events that provide a platform for
participation in sport and enable live
spectator consumption, and the
operations of sports venues and
facilities in which sport and events
occur.
4. Sizing the Sports Industry Events, venues and facilities
Attribution of events, venues and facilities

$4.0 bn
Events that provide a platform for participation in sport and Marathon festivals. Major events. Professional sports
enable live spectator consumption, and the operations of competitions. Event promotion, administration and
sports venues and facilities in which sport and events occur. management. Venue and facility operation.

7210 Employment, Travel Agency and Other Administrative Services
7299 Other Administrative Services Ticket sales for sporting 4 – Industry reports
6.9% $672m $377m 1,179
n.e.c. events (Source: IR 10)
9113 Sports and Physical Operating indoor and outdoor

Recreation Venues, Grounds and sports venues, ground and 2 – Employment share 100% $3,310m $1,139m 13,780
Facilities Operation facilities
The table below summarises the IOIG groups included in the events segment with their associated key metrics providing insight into the contribution and significance of the
IOIG to the Sports Industry. As mentioned previously IOIG 9101 appears again here due to activities captured here being event related (managing sporting venues) . The
associated percentage provided excludes horse, dog and amusement park related activities.
7210 Employment, Travel Agency

and Other Administrative 0.8% $672m $650m $22m $21m $629m $377m 1,179
Services
9101 Sports and Recreation 26.5% $3,310m $3,151m $159m $131m $3,020m $1,139m 13,780
Total - $3,982m $3,801m $181m $152m $3,649m $1,516m 14,958
56
4.6 Gambling
Gambling services targeted towards
sport-related activity.
4. Sizing the Sports Industry Gambling
Attribution of gambling
$0.9 bn
Gambling on sporting events and outcomes. Includes betting on sports matches, but excludes gambling
on other activities that may occur through sports clubs.

9201 Gambling
9209 Other Gambling Activities Internet & TAB sports betting 20% $863m $330m 1,857
(Source: IR 11)
The table below summarises the IOIG groups included in the gambling segment with their associated key metrics providing insight into the contribution and significance of
the IOIG to the Sports Industry.
9201 Gambling 8.0% $863m $809m $54m $35m $774m $330m 1,857
58
4.7 Equipment
and apparel
The manufacturing and retail

distribution of sports equipment and
apparel for performance and leisure
use.
4. Sizing the Sports Industry Equipment and apparel
Attribution of equipment and apparel

$3.6 bn
The provision of equipment and apparel related to sporting Includes equipment (e.g. cricket bat) and apparel (e.g. fan
activities, or support of sporting events. gear).

ANZSIC Class Description Attribution method % Attributed to sport Sports related sales Sports related value added Sports related jobs (FTE)
1305 Clothing Manufacturing
Unable to disentangle sports

clothing from regular
1351 Clothing Manufacturing Sports clothing manufacturing
clothing. Most of this IOIG is
imported
1306 Footwear Manufacturing
Sports footwear
1352 Footwear Manufacturing 3 – HES 5.9% $201m $10m 66
manufacturing
2502 Other Manufactured Products
Sporting equipment
2592 Toy, Sporting and manufacturing. (e.g. Archery
Recreational Product equipment, cricket set 53% $1,222m $144m 716
(Source: IR 12)
Manufacturing manufacturing, billiard
equipment etc.)
3301 Wholesale Trade
Sporting equipment
3734 Toy and Sporting Goods wholesaling. (e.g. ammunition, 4 – Industry reports
50% $575m $328m 1,253
Wholesaling bicycle parts, playground (Source: IR 13)
equipment)
60
Attribution of equipment and apparel (cont.)

$3.6 bn
The provision of equipment and apparel related to sporting Includes equipment (e.g. cricket bat) and apparel (e.g. fan
activities, or support of sporting events. gear).

3901 Retail Trade
Sport equipment retailing (e.g.

4241 Sport and Camping 4 – Industry reports
bicycles, canoe, fitness equip, 82.9% $1,362m $1,040m 10,098
Equipment Retailing (Source: IR 14)
golf equipment)
Sport clothing retailing (e.g. Sports retail stores (e.g.

4251 Clothing Retailing
Nike, Adidas clothing products) Rebel Sport) are captured in
class 4241 above. As a
Sport footwear retailing (e.g. result, the sports related
4252 Footwear Retailing Asics, Adidas footwear sales will be captured in
products) class 4241.
6601 Rental and Hiring Services (except Real Estate)
6639 Other Goods and Sports equipment rental and

Equipment Rental and Hiring other recreational equipment 1 – IOIG direct share 2.6% $268m $51m 185
n.e.c. rental for clubs and leagues
61
Summary of equipment and apparel

The table below summarises the IOIG groups included in the equipment / apparel segment with their associated key metrics providing insight into the contribution and
significance of the IOIG to the Sports Industry. Note that the percentages in the % Attributed to sport column are relative to the segment. For example, the 3901 IOIG
appears here and also in nutrition/supplements due to differing activities within the IOIG.
1306 Footwear Manufacturing 5.9% $201m $18m $183m $18m $0m $10m 66
2502 Other Manufactured

12.1% $1,222m $311m $911m $254m $57m $144m 716
Products
3301 Wholesale Trade 0.5% $575m $574m $1m $74m $500m $328m 1,253
3901 Retail Trade 1.4% $1,362m $1,362m $0m $13m $1,349m $1,040m 10,098
6601 Rental and Hiring Services

0.7% $268m $231m $38m $13m $217m $51m 185
(except Real Estate)
Total - $3,628m $2,496m $1,133m $372m $2,123m $1,574m 12,318
62
4.8 Sports
technology
Any technological solution designed
to enhance human performance in
athletic ability or improve spectator
experience.
4. Sizing the Sports Industry Sports technology
Attribution of sports technology

Definition Segment Size
Development and supply of goods and services with sport-related technology embedded (e.g., data analytics, wearables, enhanced
stadium experiences etc.). (See notes below for important methodological considerations)
$24 m
2401 Professional, Scientific, Computer and Electronic Equipment Manufacturing
Unable to identify and

2412 Medical and Surgical
Sports medicine technology extract sports medicine
Equipment Manufacturing
technology.
2419 Other Professional and

Sports tech start-ups (e.g.
Scientific Equipment 3 – HES 0.2% $24m $3m 10
smart watch manufacturing)
Manufacturing
2429 Other Electronic Unable to extract Sports

Sports Tech start-ups
Equipment Manufacturing Tech related manufacturing
5401 Publishing (except Internet and Music Publishing)
Unable to extract Sports

5420 Software Publishing Sports tech software design
Tech related manufacturing
The table below summarises the IOIG groups included in the sports tech segment with their associated key metrics providing insight into the contribution and significance
of the IOIG to the Sports Industry.
2401 Professional, Scientific,

Computer and Electronic 0.1% $24m $5m $19m $2m $3m $3m 10
Equipment Manufacturing
Sports Tech is a broad segment and the activities of businesses in this segment are captured in a range of KPMG recently undertook an analysis for LaunchVic to estimate the future size of
ABS-defined industries. Some of these activities will be captured in other segments of the sports industry the Sports Tech market. KPMG’s analysis found:
that we have identified within the statistical accounts (e.g. Equipment and Apparel) but cannot be isolated
• The projected size of the Sports Tech market in Australia by 2029 ranges from
from the activities of the other businesses in these segments. For the purpose of this exercise, Sports Tech
just under AUD $1bn to just over AUD $3bn per annum.
has remained a standalone segment as it is considered a strong potential high value growth area, however
only the activity that can be transparently isolated within the official statistical accounts has been captured. It • The projected size of the global market for Sports Tech in 2029 ranges from
follows that the results presented for Sports Tech materially under-represent the likely size of the segment. approximately USD $82bn to $123bn.
64
4.9 Nutrition
and
supplements
Nutrition products aimed to improve
sporting performance and enhance
health and wellbeing.
4. Sizing the Sports Industry Nutrition and supplements
Attribution of nutrition and supplements

$0.5 bn
Development and supply of sports nutrition and supplements. Sports related vitamins / minerals, workout supplements (e.g.
workout drinks), hydration, energy and protein supplements
etc.

1109 Other Food Product Manufacturing
Domestic health supplement

1199 Other Food Product 4 – Industry reports
and protein powder 2.1% $197m $48m 194
Manufacturing n.e.c. (Source: IR 15)
manufacturing
1801 Human Pharmaceutical and Medicinal Product Manufacturing
1841 Human Pharmaceutical

Vitamin and sport supplement
and Medicinal Product 4 – Industry reports 1.3% $242m $42m 173
manufacturing
Manufacturing
3301 Wholesale Trade
Health food wholesaling such Unable to disentangle health

3609 Other Grocery
as wholesaling of organic and foods from regular
Wholesaling
natural products wholesaling goods
3901 Retail Trade
Retailing specialised foods

4129 Other Specialised Food 4 – Industry reports
such as sports nutrition 2.9% $56m $43m 417
Retailing (Source: IR 16,17)
products
66
4. Sizing the Sports Industry Nutrition and supplements
Summary of nutrition and supplements

The table below summarises the IOIG groups included in the nutrition/supplements segment with their associated key metrics providing insight into the contribution and
significance of the IOIG to the Sports Industry. Note that the percentages in the % Attributed to sport column are relative to the segment. For example, the 3901 IOIG
appears here and also in equipment / apparel due to differing activities within the IOIG.
1109 Other Food Product

1.3% $197m $140m $57m $28m $112m $48m 194
Manufacturing
1801 Human Pharmaceutical and

1.3% $242m $123m $119m $17m $106m $42m 173
Medicinal Product Manufacturing
3901 Retail Trade 0.1% $56m $56m $0m $1m $55m $43m 417
Total - $495m $319m $176m $46m $273m $133m 783
67
5. International
analysis
This section of the report examines
the size of the Sports Industry
globally and compares the role of
the Sports Industry in the Australian
economy to other countries in order
to understand the scope of potential
growth.
An analysis of household
expenditure on sport around the
globe reveals that rising incomes in
developing economies presents a
strong growth opportunity for the
Sports Industry.
5. International analysis
International analysis overview

OVERVIEW
The global Sports Industry is the accumulation of the sports markets in each country that has evolved over recent years and has emerged as a distinct sector for national
economies. To understand the magnitude of the Australian Sports Industry in the global context, it must be compared to significant and comparable sports markets.
To conduct this analysis, the Study on the Economic Impact of Sport through Sport Satellite Accounts (Apr, 2018) provides insight into sport-related economic data suitable for
the use in a Sport Satellite Account (SSA) in the European Union (EU) Member States. The Vilnius Definition of sport (explored in detail overleaf) provided the foundation for the
analysis explored in the paper. Examining those nations most comparable to Australia will reinforce the methodology of this report in producing an estimate of a nationally
significant and complex industry.
This section of the report provides:
 insight into the global Sports Industry;
 an explanation of the ‘Vilnius Definition’ adopted by the EU and how it differs to the KPMG definition used in the analysis; and
 a detailed evaluation and comparison of similar economies analysed through the EU’s study.
Although the definitions and methodologies used differ between the KPMG and EU investigations, using national accounts and statistical methods to analyse and extract the
impact of the Sports Industry remains at the core of both studies.
Being able to compare and contrast the industry across nations can help identify emerging segments, growth potential and segment exhaustion.
69
The Global Sports Industry

THE GLOBAL SPORTS INDUSTRY EMERGING MARKETS PRESENT AN IMMEDIATE GROWTH OPPORTUNITY FOR
DOMESTIC OPERATORS WITH EXPOSURE TO THE GLOBAL SPORTS INDUSTRY
It is difficult to obtain estimates for segments of the Sports Industry that are
comparable across countries. For countries that do report such information there is no As income rises in developing economies, households are able to allocate an
consistency about what is included as sports and there is little continuity in the timing increasing portion of their household budget towards non-essentials. An increase in
or frequency of such data. global discretionary spending is anticipated to lead to an increase in sport participation
(both physical and spectator participation) and an increase in global expenditure on
Recognising the complexity of the global sports market, the industry can be broadly
sports goods and services. For operators in the Sports Industry, rising income levels
categorised into four segments:
around the world unlocks new markets and creates opportunities for industry growth.
 sports events;
The 2010 World Bank Global Consumption Database produces data on household
 sports apparel, equipment and footwear; consumption patterns in developing countries. For the 90 developing countries
included in the World Bank’s analysis, total household expenditure on Recreational
 sports clubs (fitness, health and sports training); and and Sporting Services was estimated at USD $25 billion (inflation adjusted to 2019 US
 infrastructure construction, food and beverage and betting. dollars).2
In 2014, the global sports market was estimated at USD $600 – $700 billion, which at The chart below displays the results of a hypothetical scenario in which households in
the time, accounted for approximately 1 per cent of global GDP. The diagram below Brazil, Russia, India and China (the ‘BRIC’ economies) increase the portion of their
demonstrates the size of the Sports Industry in 2014 on a global scale with respect to household budgets allocated to sport in 2010 (0.4%; 0.2%; 0.1%; 0.6% respectively)
the aforementioned segments. North America dominated overall sports spending, to match the portion that Australian households allocate to sport (1.1%).2,3 The result
accounting for $266 billion, compared to $204 billion for Europe and $180 billion is a 134% increase in household expenditure on sport from $20.6bn USD to $48.1bn
elsewhere. The share of non-event revenues in the sports market is greater outside USD (in 2019 terms), adding $27.6bn USD to global household demand for Sports.
of North America and Europe. Outside of these regions, sporting goods and licensed $48.1bn
products account for 57% of revenues, and others account for 28%.1 $50
Household expenditure (2019

Brazil Russia
Estimated size of the global sport market across 4 key market segments $40 India China
$310bn
billion USD)
$30
$200bn
$20.6bn
$80bn $105bn $20
$10
Sports appeal, Sports clubs (fitness, Infrastructure, $-

Sports events equipment and healthy and sports construction, food, Household expenditure at 2010 Recreational Hypothetical: Household expenditure
footwear training) beverage and betting and Sporting Services household budget matching Australia's Sports and Recreation
1 ATKearney, 2014
2 Global Consumption Database, World Bank share household budget share
3 Australian National Accounts (2016/17). 5209.0.55.001, Table 2, Australian Bureau of Statistics
70
Comparison to Vilnius definition of sport

VILNIUS DEFINITION OF SPORT identify granular sport-related activity that is not distinguished in the ANZSIC list.
The Vilnius Definition of Sport is an economic definition of sport agreed by the EU It is unclear from the list of NACE classes included in the Vilnius definition how
Working Group on Sport and Economics in 2007. The Vilnius definition of sport falls activity in an industry class loosely-related to sport (e.g., C 19.20.25 Kerosene-type jet
under three classifications – a statistical definition, a narrow definition and a broad fuel) is isolated as being sport-related (e.g., Manufacture of Petrol used in sports
definition. These definitions are described below: vehicles). The process of attributing sport-related activity to ANZSIC classes has been
the biggest limitation in deriving a broad definition of sport in Australia. Presumably,
■ Statistical definition: corresponds to NACE1 code 93.1 'Sport activities';
inclusion of this type of activity in the Vilnius definition is made possible by the
■ Narrow definition: includes the statistical definition, plus all activities which availability of much richer and granular EU data; data that is not publicly available in
provide inputs to sport, meaning all industries which produce goods that are Australia (and if collected, would likely be statistically unreliable due to small sample
necessary to perform sport; and sizes).
■ Broad definition: narrow definition plus activities for which sport is an input, such Both approaches are similar in the way in which they aim to capture the different
as television broadcasting and hotels accommodating guests doing sport. segments of the Sports Industry. The broad Vilnius definition includes a great deal of
industry classes, many of which KPMG has excluded on the basis that either the
COMPARISON TO THE DEFINITION OF SPORT IN THIS REPORT industry would not be materially different in the absence of sport, or that no
The EU’s statistical definition of 'Sport Activities' (NACE code 93.1) is analogous to Australian data is available to attribute sport-related activity to the industry deemed to
ANZSIC group 911 ‘Sport and Physical Recreation Activities’, except NACE code 93.1 have a sport-related component attached to it.
includes horse & dog racing whereas the ABS isolates horse & dog racing and records On the basis of KPMG excluding industries that would not be materially different in
activity under ANZSIC group 912. The Vilnius definition of sport therefore implicitly the absence of sport, the scope of the KPMG definition in comparison to the Vilnius
includes horse & dog racing activity whereas KPMG excludes dog racing activity, and definition sits in between the narrow and broad Vilnius definitions:
quarantines horse racing activity for a separate analysis. Both the narrow and broad
Vilnius definitions include activity specifically related to horse racing (e.g., horse
Definition Level of scope
breeding, agents involved in the sale of race horses) whereas KPMG have
quarantined broader horse related activity (e.g., horse farming) for a separate analysis. Vilnius Definition Statistical definition
Both NACE and ANZSIC classify Amusement and Recreation activity separately from Vilnius Definition Narrow definition
sport (NACE code 93.2, ANZSIC group 913). Both the Vilnius and KPMG statistical
definition of sport excludes Amusement and Recreation. KPMG Definition
The Vilnius definition is based on the 2008 Classification of Products by Activity (CPA) Vilnius Definition Broad definition
which provides detail on 3,142 subcategories, compared to the KPMG definition
which is based on the 2006 Australian and New Zealand Standard Industrial
Classification (ANZSIC) list which provides detail on 506 ANZSIC classes. The greater
depth of data available in the 2008 CPA classifications enables the Vilnius definition to
1 A specific industry standard classification code used in the European Union. NACE is an acronym for “Nomenclature
statistique des activités économiques dans la Communauté européenne”
71
International comparison (Narrow definition)

EUROPEAN UNION SATELLITE ACCOUNTS VS KPMG STUDY
The table below compares Australia with the top performing EU economies in terms of sports-related GDP. Note, the data for the EU study presented here was collected in
2012 using the narrow Vilnius definition.1 All values have been converted to Australian dollars using the average 2012 exchange rate.2
Indicator Germany France United Kingdom Italy Australia Spain
Sport-related GDP $79.89bn $33.58bn $27.93bn $16.45bn $14.38bn $10.96bn
Sports-related GDP per capita $995 $515 $438 $277 $584 $234
Percent of total GDP 2.3% 1.3% 1.3% 0.8% 0.8% 0.8%

3
Sports-related employment 1,041,882 390,455 643,728 280,957 128,443 165,946
Percent of total employment 2.7% 1.5% 2.3% 1.3% 1.5% 1.0%

Sports education services $12.48bn $16.71bn $4.79bn $6.08bn $3.57bn $5.20bn
(percent of sport-related GDP) (16%) (50%) (17%) (37%) (25%) (47%)
SPORTS-RELATED GDP AND GDP PER CAPITA percent of employees work in the Sports Industry, placing the country 11th out of 28
Compared to EU economies, Australia ranks fifth in order of the nominal value of the EU countries plus Australia. Ranked by value-added by worker (i.e., the productivity of
sport-related component of each country’s GDP. Expressed in per capita terms (i.e., each worker), Australia ranks 3rd behind Luxembourg and France.3 This makes
taking into account the difference in population sizes across countries), the Australian Australia a relatively attractive place for investment in the Sports Industry.
Sports Industry ranks seventh across all 28 EU economies behind Germany, SPORTS EDUCATION SERVICES
Luxembourg, Austria, Denmark, Finland and Sweden (Note: these countries, besides Sports education services appears as a consistent driver for the Sports Industry
Germany, are not shown in the table above). across the top performing EU economies. Under the EU’s statistical definition of
SPORTS-RELATED GDP AS A PERCENTAGE OF TOTAL GDP industries, education services includes the provision of sports instruction by camps
The value of Australia’s Sports Industry is estimated to represent 0.8 percent of total and schools or by professional sport instructors, and teachers or coaches to groups
Australian GDP, placing Australia 24th (out of 28 EU countries plus Australia) by this of individuals. This definition overlaps with both the Education and Sports Operations
metric. Whilst the structure of the economy differs across countries, this finding segments in KPMG’s study, which makes a direct comparison of the strength of this
highlights that Australia is lagging behind the EU when comparing the relative industry between the EU and Australia challenging. Nevertheless, education is
importance of its Sports Industry to its domestic economy. evidently a key component of the Sports Industry - the education services industry is
the largest component of the Sports Industry in France, Italy and Spain. In Australia it
SPORTS-RELATED EMPLOYMENT is the second largest segment of the Sports Industry according to KPMG’s study.
The EU study found that the contribution of the Sports Industry to a country’s GDP is 1 European Commission (2018). Study on the Economic Impact of Sport through Sport Satellite Accounts
not necessarily reflective of the size of the Sports Industry’s labour force (i.e., the 2 2010 – 2013 Historical Daily Exchange Rates of the Australian Dollar Against the Euro, RBA
3 Note: Australia’s FTE count (128,443) was adjusted to headcount (172,745) prior to calculating and comparing value-add per
productivity of the Sports Industry is highly variable across countries). In Australia, 1.5 worker for direct comparison with the findings of the EU study.
72
Refining the EU definition of sport

CONTRASTING DEFINTIONS OF SPORT 01aa75ed71a1/language-en/format-PDF/source-71256399
Sector Description
The KPMG definition of sport includes only those industries that would be materially
Land, pipeline, water and air
different in the absence of sport. In contrast, the Vilnius definition, adopted across the H49 - transport services and The provision of transport services would not
EU, falls under three classifications, with the scope of the KPMG definition sitting H52 associated warehousing seize to operate in the absence of sport.
between the narrow and broad definition. services
The composition of national EU Sports Industry data is only available at the broad The goods and services included within this
definition level.1 To reliably compare the size of the sports industry between EU sector are unable to be reconciled with the
countries and Australia, the broad Vilnius definition has to be refined to reach a Australian definition of wholesale services.
G46 Wholesale trade services
suitable definition that is as comparable as possible to the KPMG definition. The CPA classifications showed that the
Vilnius definition goes beyond the scope of the
ADJUSTING THE VILNIUS BROAD DEFINITION Australian definition.
CPA classifications produced by the European Commission outline the subcategories, C19 Coke and refined petroleum
To be comparable with the Australian
which form each sector of the Sports Industry as defined in the Vilnius broad products
definition of manufacturing, these sectors
definition. Using these subcategories as a guide, best efforts have been made to C22 Rubber and plastic products
were removed.
determine whether the activities that comprise a sector are aligned to the Australian C25 Fabricated metal products
ANZSIC list. To maintain definitional accuracy throughout the refinement process, the
following criteria was used to refine the broad definition: This sector sits outside of the scope of the
N78 Employment services
Australian definition of sport.
1. To exclude those sectors that would not be significantly different in the absence
of sport.
Travel agency, tour operator This sector would not be significantly different
2. To exclude those sectors which are unable to be reconciled with the Australian N79
and other reservation services in the absence of sport.
definition because of fundamental differences in their estimation.
Selected examples of sectors that were removed from the broad definition to better The operation of residential care services is
align with the KPMG definition of sport are outlined in the table at right. Q87 Residential care services not reliant on the ongoing existence of a
sports industry.
Further, the Vilnius broad definition of sport includes activities related to horse racing
across its sectors. In the following international analysis, the Australian definition of
sport displays the results of the main analysis plus the addition of horse-related
activities. This ensures the definition of sport remains comparable across countries.
1 The European Commission. (2018). https://op.europa.eu/en/publication-detail/-/publication/865ef44c-5ca1-11e8-ab41-
73
Growth potential
GROWTH POTENTIAL
The scatter chart to the right plots selected EU country’s according the contribution of Sports contribution to the economy, Australia vs selected EU countries
their Sports Industry to GDP and to the workforce. This allows for a quick comparison
2.0%
of the relative performance of Australia’s Sports Industry against the performance of high economic contribution, low high economic contribution, high
the industry in EU countries. share of labour force share of labour force
The four coloured quadrants can be used as a reference for relative performance:
• Top left: the Sports Industry makes a high economic contribution, but represents a 1.5% Poland
low share of the domestic workforce.
Sports-related GDP (% of GDP)

Finland
Germany
• Top right: the Sports Industry makes a high economic contribution, and represents France Sweden
Cyprus Austria United Kingdom
a high share of the domestic workforce.
Slovenia Denmark
1.0% Portugal
• Bottom left: the Sports Industry makes a low economic contribution, and
Australia
represents a low share of the domestic workforce. Spain
Italy Ireland
• Bottom right: the Sports Industry makes a low economic contribution, but Greece
represents a high share of the domestic workforce. Latvia
0.5%
This analysis displays the contribution of the Sports Industry to GDP and to the
workforce under the adjusted Vilnius definition, which allows the EU countries to be
compared more closely to Australia. From this analysis, Australia lies in the low
economic contribution and high share of labour force quadrant. Other countries low economic contribution, low
share of labour force
low economic contribution, high
share of labour force
featured in this analysis, such as Poland, Sweden and the United Kingdom show a 0.0%
0.0% 0.5% 1.0% 1.5% 2.0% 2.5%
high economic contribution and high share of the labour force, making the contribution
Sports-related employment (% of total workforce)
of their Sports Industry’s, in both employment and GDP, relatively stronger than
Australia.
Relative to other countries, Australia’s Sports Industry contributes a modest amount Hypothetical scenario: If the Sports Industry in Australia grew to represent the
to GDP and the labour force. For example, Poland’s Sports Industry contributes 1.4 same portion of total economic activity as the Sports Industry does in the United
per cent to GDP whilst Sweden’s Sports Industry’s share of total employment is 2.1 Kingdom, an additional $5.6 billion in GDP and 17,900 jobs would be supported in
per cent. the Australian economy by the Sports Industry. Source: KPMG Analysis
Without a technical improvement or an uplift in workforce productivity it would be
unlikely that a country’s Sports Industry could grow to represent a larger portion of
GDP without having a detrimental impact on the performance of other industries (i.e.,
diverting economic resources away from other industries). Source: KPMG Analysis; European Commission (2018). Study on the Economic Impact of Sport through Sport Satellite Accounts
74
Growth potential (cont.)

GROWTH POTENTIAL OF SPORTS-RELATED GDP GROWTH POTENTIAL OF SPORTS-RELATED EMPLOYMENT
The chart below shows the sports-related contribution by industry to GDP for The following chart displays the sports-related contribution of industry to employment
Australia and comparable EU countries, using the adjusted Vilnius definition. for Australia and best performing EU countries (highest component of overall
employment related to sport).
Using the best performing (highest component of overall GDP) Sports Industries in
the EU as a benchmark for industry-specific sports-related economic contribution, key • Sweden has the highest proportion of sports-related employment in the EU, with
areas where Australia’s Sports Industry could improve have been identified below. jobs concentrated in Arts and Recreation Services and Education and Training.
Both industries contribute approximately double the amount of sports-related
• Australia’s Arts and Recreation Services trails behind the contribution made by
employment in comparison to Australia. To increase Australia’s share of sports-
Germany and other EU countries, signalling room for improvement.
related employment, ongoing growth potential exists across each of these
• Although a strong performing segment for Australia, Education and Training fails industries.
to match the contribution made by other European countries. France’s
• Despite Australia having the near lowest sports economic contribution in Arts and
contribution is over double the size of Australia’s, presenting growth potential for
Recreation Services and Education and Training, the employment share in
Australia’s Sports Industry.
these industries is greater than most EU countries. The workforce in Germany,
• Poland’s sports-related Manufacturing industry is approximately 10 times larger France, the United Kingdom and Poland is more efficient in these industries. This
than Australia’s. Whilst Australia would benefit from increasing domestic signals a potential opportunity for productivity improvements in Australia.
production and exports of sports-related manufactured goods, Australia does not Source: KPMG Analysis; European Commission (2018). Study on the Economic Impact of Sport through Sport Satellite Accounts
have an economic advantage in this industry and growth in this area of the
industry would be challenging to achieve.
Sports contribution to GDP by industry, Australia vs selected EU countries Sports contribution to employment by industry, Australia vs selected EU countries
0.7% 1.0%
0.6%
0.8%
Sports-related employment
0.5%
Sports-related GDP
0.6%
0.4%
0.3% 0.4%
0.2%
0.2%
0.1%
0.0% 0.0%
Arts and Education and Information Media Professional Manufacturing Admin and Support Arts and Education and Information Media Professional Manufacturing Admin and Support
Recreation Training Services Recreation Training Services
Services Services
Australia Germany Sweden France United Kingdom Poland Australia Germany Sweden France United Kingdom Poland
75
6. Segment
analysis
This section outlines the analysis of
each segment using the Structure-
Conduct-Performance framework.
6. Segment analysis
SCP framework overview

THE STRUCTURE-CONDUCT-PERFORMANCE FRAMEWORK
The Structure-Conduct-Performance (SCP) framework can be used to provide a comprehensive understanding into the organisation of each segment within the Sports Industry.
The content covered by the SCP framework is summarised in the diagram below:
Segment Structure Market Conduct Performance
What does the operating environment of this How are successful operators conducting Is the structure of the segment and the conduct
segment look like? themselves within this environment? of operators conducive to success?
Structure reflects the set of variables that are Conduct delves deeper into the behaviours of these These behaviours dictate the Performance of
relatively stable over time and affect the behaviour of participants both amongst themselves, and amongst segments which can be measured through a variety
participants within the segment, whether they be other segments and industries. of lenses including, but not limited to, the number of
buyers, sellers or recreationally active participants. This section captures the variables that individual active participants, financial impact and health
These variables describe the environment in which businesses have control over such as pricing benefits.
the businesses within the segment operate. strategies, export markets and innovation. In this context performance has two dimensions; the
performance of firms within the segment and the
performance of the segment within the economy as
a whole.
This framework goes beyond the statistical analysis performed earlier and delivers insights into the fundamental factors that drive and facilitate the operations of the segment.
The following analysis will develop the context of each segment which is to be considered alongside the attribution analysis.
77
6. Segment analysis
Summary of performance
PERFORMANCE INDICATORS
Each sports segment has been assessed across a series of performance indicators to understand their individual economic contribution to the Sports Industry. Performance
indicators are intended to support the Structure and Conduct components of the SCP analysis. Comparisons can be made across the segments given a selected indicator, such
as sales or value add. In addition to the contemporaneous economic contribution of each segment in 2016/17, a sales growth indicator has been included to show how each
segment has performed over time. The methodology used to derive sales growth indicators for each segment is provided in Appendix A.
Each performance indicator has been ranked from 1 to 9 (1 ranked the highest) across the segments to identify strengths and opportunities across the Sports Industry. In the
SCP analysis, each rank corresponds with a descriptive measure of performance, i.e., high, medium or low. The rank for each indicator is shown at the right of each estimate in
the table below.
■ High – the performance indicator is ranked 1 to 3 across the segments.
■ Medium – the performance indicator is ranked 4 to 6 across the segments.
■ Low – the performance indicator is ranked 7 to 9 across the segments.
Employment Value add per Exposure to

Segment performance Sales Value add Exports* Sales Growth
(FTE) worker imports*
Expenditure on imported Value of goods and
Total sales or industry Contribution towards Full time equivalent Contribution of each Sales growth between
Description output GDP employees employee to GDP
goods and services (% services exported (% of
2012/13 and 2016/17
of sales) domestic prod.)
Sports operations $14,289m 1 $5,524m 1 60,168 1 $92k 9 $652m (4.6%) 4 $714m (5.2%) 5 33% 2
Education and training $4,972m 2 $3,571m 2 30,416 2 $117k 6 $8m (0.2%) 1 $377m (7.6%) 4 13% 5
Sports medicine and science $291m 8 $185m 7 1,924 6 $96k 8 $3m (1.0%) 2 $1m (0.3%) 9 67% 1
Media $3,613m 5 $1,541m 4 6,009 5 $256k 2 $237m (6.6%) 6 $88m (2.6%) 8 6% 8
Events, venues and facilities $3,982m 3 $1,516m 5 14,958 3 $101k 7 $181m (4.5%) 3 $152m (4.0%) 7 - 3% 9
Gambling $863m 6 $330m 6 1,857 7 $178k 3 $54m (6.3%) 5 $35m (4.3%) 6 25% 3
Equipment and apparel $3,628m 4 $1,574m 3 12,318 4 $128k 5 $1,133 (31.2%) 7 $372m(14.9%) 2 9% 6
Sports Tech $24m 9 $3m 9 10 9 $268k 1 $19m (79.2%) 9 $2m (40.0%) 1 15% 4
Nutrition and supplements $495m 7 $133m 8 783 8 $170k 4 $176m (35.6%) 8 $46m (14.4%) 3 7% 7
78
6. Segment analysis
6.1 Sports
operations
Sports operations encompasses all
activity relevant to the management
and delivery of sport from the
grassroots through to the elite level.
6. Segment analysis Sports operations
Sports operations
Defining the good/service: The sports operations segment aims to capture all Defining the market: The operation of core sport and recreation activities such as
activity relevant to the administration, management and delivery of sport and fitness centres and sport clubs; administration of regional, state and national sporting
recreation. associations or clubs or leagues; and occupations such as sports professionals,
fitness instructors and sport coaches.
Demand: Both physical and spectator sport participation rates Market strategy: Organisations need to promote their brand Sports-related sales
drive demand in this segment. so that fans and players are attracted to their particular  High - estimated at $14,289m (rank 1 out of 9 Sports
Downstream industries: Sports gambling providers and offering and spend more on their sport. Industry segments)
media buying agencies contribute strongly to earnings in this Competition: High competition within this segment due to Sports-related value add
segment. the wide variety of sporting activities (internal competition)
and alternative forms of leisure and entertainment available to  High - estimated at $5,524m (rank 1 out of 9 Sports
Target audience: This segment caters to all demographics.
the public (external competition). Industry segments)
It captures activity at the grassroots through to the elite level
of sport. Grassroots participation: The success of sports operations Sports-related employment
Market concentration: Low levels of market concentration. stems from a healthy grassroots community which enables  High - estimated at 60,168 FTEs (rank 1 out of 9 Sports
the emergence of new talent and growth of the supporter Industry segments)
Capital intensity: Low to medium. Labour costs represent base.
the largest share of business costs in this segment. Sports-related value added per worker
Success on the world stage: Success on the world stage
Profits re-invested: Profit is not a key performance metric for boosts local fan numbers and participation.  Low - estimated at $92k per FTE (rank 9 out of 9 Sports
much of this segment. E.g. many sports clubs re-invest Industry segments)
profits into improving on-field performance. Female participation: There has been a recent surge in
female sport participation following strong support from clubs Exposure to competing imports
Industry assistance: Medium. Federal, state and local and government.  Medium – around 5% of domestically consumed
governments contribute significantly to this segment through products are imported (rank 4 out of 9 Sports Industry
Workforce: This segment is labour intensive and relies
enabling capital works, provision of assets and enacting segments)
heavily on volunteer labour at the grassroots level.
policies that support physical and spectator participation.
International trade: The sector is becoming more globalised Exports to international markets
Barriers to entry: Barriers to entry are low to medium for
sports clubs and sports coaches; but very high at the as Australian consumers increasingly watch foreign-based  Medium – around 5% of domestically produced products
professional / elite level of sport. sporting leagues. Some sports have explored international are exported (rank 5 out of 9 Sports Industry segments)
growth opportunities, for example the AFL has pushed for
Growth/decline
international growth by hosting games overseas in countries
like China and England.
 High – 33% growth in sales since 2012/13 (rank 2 out of
9 Sports Industry segments)
Growth in
Sales Value Added Employment Value added per Worker Imports Exports
sales
$14,289m $5,524m 60,168 FTE $92k per year $652m (5%)* $714m (5%)* 33%
*of all goods consumed locally *of all goods produced locally *2012/13 to 2016/17
80
Sports operations (cont.)

STRUCTURE Spectator participation by sport
Key activities associated with this segment Analysis of attendance data reveals AFL to be the most attended sporting code in
Australia by a significant margin.2 Results are shown in the table below.
Key activities include the operation of core sport and recreation activities such as
fitness centres and sport clubs; administration of regional, state and national sporting Sport Total attendance Average attendance per event
associations or leagues; and occupations such as sports professionals, fitness AFL 7,952,040 23,895
instructors and sport coaches. In addition to the core activities, there are also enabling
services such as turf growing, boat building and professional services providing Rugby League 3,520,070 17,130
research, data analytics and engineering services. Cricket 2,095,106 21,163
Participation in sports and physical activities Football (soccer) 1,963,885 7,951
Sports Australia’s AusPlay survey revealed the top participation sports and physical Basketball 818,900 6,499
activities for Australians in 2018.1 Results are shown in the table below.
Rugby Union 657.942 15,665
Activity Annual participants Percentage of population
Demand drivers
Walking 8,783,064 35%
Fitness / gym 6,874,541 27%

■ Sport participation: rates of sports participation are the backbone of this
segment. Growth in sports participation rates is supported by success on the
Swimming 4,505,531 18% world stage, physical education at schools and a healthy and inclusive grassroots
Running / athletics 3,334,693 13% community.
Cycling 2,359,660 9% ■ Spectator sport participation: revenue earned through broadcasting rights and
Football (soccer) 1,767,288 7% sponsorship of elite sporting events strongly supports this segment. An increase
in spectator / viewership numbers creates additional advertising value and
Tennis 1,202,011 5%
therefore revenue for this segment.
Bush walking 1,189,493 5%
■ Government support: policies that encourage sports participation are favourable
Basketball 1,017,968 4%
for this segment.
Golf 1,015,150 4%
■ Health conscious consumers: the general public is becoming increasingly health
Yoga 984,362 4% conscious, increasing demand for gyms and fitness centres. Fitness / gym was
AFL 913,668 4% the second most participated in physical activity in 2018.
Netball 901,903 4% ■ International interest: there is considerable scope for Australian sports to
Cricket 798,618 3% become an interest in international markets (e.g. AFL) and / or for Australia to
invest in increasing talent in sports that are already established on the
Dancing 688,293 3%
international stage (e.g. football marquee players).
81

■ Changing participation preferences: there has been a recent and ongoing shift Supporting grassroots sports
in participation trends, with higher growth in the less formal or less organised
The long-term success of sporting codes stems from supporting a healthy grassroots
sport and recreation activities (i.e. a shift towards active recreation). In addition,
community from which new talent and a long-term fan base emerges. The larger
cultural changes as Australia becomes more multi-cultural has led to a shift away
sporting codes (e.g., AFL, Cricket, NRL, Soccer etc.) provide special community
from traditional sports to those that historically had lower participation.
programs, junior competitions and in-school training experiences.
CONDUCT 3
Promoting female participation in sport
Focus on membership base
Female participation in sport has surged in recent times. Codes that have actively
AFL and NRL clubs have made significant efforts to increase their revenue base by promoted and supported female participation, particularly in traditionally male-
expanding into more stable revenue streams, including drives to grow their dominated sports, have seen growth in participation rates, attendance rates and
membership bases. revenue in recent years. Notable examples are AFL Women's and Women’s cricket.
Negotiating high value broadcasting rights Marketing
As television channels increasingly demand live content, administrators in this Effective marketing campaigns result in more spectators on a regular basis and
segment have successfully negotiated higher-valued broadcasting rights. This has led greater sport participation.
to strong growth for the segment overall.
Technological change
Code competition
Sporting codes that provide content on online platforms and provide additional
Competition among sporting codes has become more intense over recent years, content for users are likely to attract market share. Interactive mediums such as
beyond broadcast rights deals. fantasy sports ensure that fans are engaging with the sport on a more regular basis.
■ Nationalisation: Many top-tier sporting competitions have made efforts to High volunteer reliance
expand beyond their home state and nationalise their competitions.
Much of this segment is highly reliant on a partially voluntary workforce, including
■ Differentiate: Sporting codes have sought to increase market share by roles such as coaches, officials, administrators and food and beverage operators. As a
introducing new variations of the sport. The Big Bash League was introduced in result, the true value add per worker (i.e. if calculated by total worker hours inclusive
2011, while AFL Women's and AFLX began in 2017 and 2018, respectively. of volunteer hours) is likely to be materially lower than that reported within this
Increased participation has particularly benefited amateur sports leagues through analysis, and this segment already has the lowest value add per worker.
growth in competition fees.
Sport governance
■ International: International sports have emerged as a competitive threat to the
The sector has a common structure within a given sport. Individual clubs are affiliated
domestic sports operations industry, as pay TV and streaming platforms make
as part of a local or regional sport association, which in turn is a member division of a
spectating these sports increasingly accessible. Notable competitions include the
state sporting organisation (SSO), which also is responsible to a national sporting
English Premier League as well as the US-based NBA and NFL.
organisation (NSO). Each tier of governance has a different role and responsibility,
with these differing based on the maturity and professionalism of the sport.
82

PERFORMANCE considered, value add per worker does not capture the value of the many positive
externalities associated with this segment and it is likely that investments in this
Qualitative outcomes
segment will lead to positive qualitative outcomes for society as a whole.
The links between physical activity and improved health outcomes are well-
■ The segment has a moderate exposure to international trade.
established and accepted. The Federal Department of Health’s physical activity
guidelines are based on a 2012 systematic review of 127 journal articles that found ■ This segment has experienced an impressive growth in sales of 33% between
physical activity is associated with numerous health benefits.4 In particular, a high 2012/13 and 2016/17, while aggregate sales across all industries in the economy
level of evidence was found for several health outcomes including cardio-metabolic grew by just 26% over the same period.
health, adiposity and the prevention of obesity, musculoskeletal health, mental health
and cardiorespiratory fitness. KEY INSIGHTS
Improved health outcomes provide private benefits to individuals through quality of Increasing the sport participation rate, both physical and spectator, is the key to
life enhancements, increased productivity and income-earning potential and through facilitating growth in this segment. As the cornerstone of the Sports Industry,
lower costs of living insofar as a portion of associated medical expenses is borne by growth in the sports operations segment creates positive flow-on benefits across
the individual. Importantly, from a public policy point of view, improved health all segments. Rising health consciousness amongst the general public provides an
outcomes also provide public benefits by reducing the burden on the public health opportunity for the sports operations segment to harness these sentiments and
system and by increasing the productive capacity of the economy.5 boost the sports participation rate. In particular, female participation in sport and
female spectatorship is a key growth opportunity.
In 2018, KPMG and Sport Australia released a report that explored the Value of
Community Sport Infrastructure within Australia.6 This report found that the total
annual value was at least $16.2 billion, of which only $5.5 billion related to direct
economic activity. The remainder included $4.9 billion in health value, $5.1 billion in
social value and $0.8 billion in health induced productivity improvements. This
provides some insight into the relative magnitude of the broader value generated by
sport and physical activity.
Sources:
Quantitative analysis 1 Sports Australia, 2018 AusPlay survey. Based on annual participation (organised out-of-school activities only for children 0-14;
all activities for adults 15+).
■ Relative to other sports segments the sports operations segment is, naturally, 2 AusStadiums (2018/19).
the largest contributor to the Sports Industry in terms of sales, value add and 3 IBISWorld Pty Ltd.
employment. The sports operations segment is at the core of the Sports 4Okely, Anthony D., et al. "A systematic review to update the Australian physical activity guidelines for children and young
Industry. people." (2012).
5 KPMG (2018). Policy options to reduce cost barriers to children’s participation in sport.
■ Value add per worker is low (reflective of the low wages offered by this segment) 6 KPMG (2018). The Value of Community Sport Infrastructure
which suggests that investments in this segment are not likely to add more (https://www.clearinghouseforsport.gov.au/__data/assets/pdf_file/0007/804067/VoCSI_Final_June_2018.pdf).
monetary value to the economy than investments in other segments. A focus on
improving the productivity of the workforce in this segment is desirable. That
83
6. Segment analysis
6.2 Education
and training
Participation in sports-related
education and training to improve
employment prospects and facilitate
entry into the Sports Industry.
6. Segment analysis Education and training

Defining the good/service: Enrolment in sports-related education allows students Defining the market: The availability and accessibility of sports-related training for
to up-skill, re-train, enter the workforce for the first time or improve employment students to improve employment opportunities in the Sports Industry. This includes
prospects in the Sports Industry following course or program completion. primary and secondary education services, VET education and higher education.
Demand: Those interested in gaining the skills necessary to International market: Australia attracts a large number of Sports-related sales
work within the Sports Industry. Motivation includes the international students seeking to attain education and training  High - estimated at $4,972m (rank 2 out of 9 Sports
availability of work opportunities in the Sports Operations qualifications relevant to a range of industries, including sport. Industry segments)
segment in Australia and overseas. Flexible study options: Different modes of attendance are Sports-related value add
Public funding: Government funding can affect the available for students to improve the accessibility of study.
availability of positions, and the cost and accessibility of  High - estimated at $3,571m (rank 2 out of 9 Sports
Facilities: State-of-the-art facilities improve student outcomes
education and training for students. Government policies can Industry segments)
and practical experience.
encourage people to participate in further education. Sports-related employment
Industry needs: To attract enrolments, providers need to
Changing workforce: The casualisation of the workforce and  High - estimated at 30,416 FTEs (rank 2 out of 9 Sports
respond and anticipate the needs of the industry, in this
changes in the unemployment rate has encouraged students Industry segments)
context driven largely by the needs of the domestic and
to enrol in education to improve employment prospects.
international Sports Operations segment. Sports-related value added per worker
Student enrolments: The restriction of placements prevents
Innovation: Integration of new technologies with traditional  Medium - estimated at $117k per FTE (rank 6 out of 9
access to courses. teaching techniques to support learning, including on the job. Sports Industry segments)
International landscape: International students are an Industry partnerships: Partnerships with organisations can
important part of the higher education sector as students Exposure to competing imports
improve learning opportunity and employment outcomes for
increasingly choose to study in Australia. These students students.  Low – around 0.2% of domestically consumed services
must meet specific criteria to be eligible to study in Australia. are imported (rank 1 out of 9 Sports Industry segments)
Institutional setting: Operating as part of the broader Exports to international markets
education system, sports education draws on subject matter
from other disciplines to create sports-specific content.
 Medium – around 8% of domestically produced services
are exported (rank 4 out of 9 Sports Industry segments)
Growth/decline
 Medium – 13% growth in sales since 2012/13 (rank 5
out of 9 Sports Industry segments)
Growth in
sales
$4,972m $3,571m 30,416 FTE $117k per year $8m (0.2%)* $377m (8%)* 13%
85
Education and training (cont.)

STRUCTURE 1 accepted into a full-time place at a provider listed on the Commonwealth Register of
Public funding Institutions and Courses for Overseas Students. Applicants are also required to
undergo other assessments to confirm their eligibility to study in Australia.
The education industry receives federal and state government funding. Government
funding affects the availability of student places and the cost of education and training CONDUCT
for students. Government policies can encourage people to participate in tertiary International market
education by providing subsidies for courses, increasing the number and range of The international student market represents a key export industry for Australia and
funded training institutions. The introduction of the VET Student Loans scheme in continuing to attract foreign students is crucial for ongoing success of the industry.
January 2017 imposed tighter course eligibility requirements, reduced the cap The largest share of international students in Australia as at September 2019 are from
available on loans, and reduced or removed subsidies for many courses impacting China, India and Nepal. 2
demand for vocational education.
In 2018, 4,247 international students enrolled in Sports and Recreational vocational
Changing workforce education and training courses representing 1.8 per cent of international enrolments
To remain competitive in the changing employment landscape, workers generally and 0.16 per cent of the total student (domestic and international) share. The
seek to update their skills or re-train to improve employment prospects. As international appetite to study Sports and Recreation in Australia is slowly growing.
competition rises, further education will likely become more important for International enrolments grew just under 5 percent from 2017 to 2018 from 4,050
employment, encouraging students to enrol in vocational education. With students to 4,247 students. 3
unemployment rises, demand for vocational education and training increases as At the higher education level, sport and recreation educational courses have a
people seek to increase their skills and enhance their employability. significantly lower component of international student completions compared to other
Student enrolments fields of education. In 2018, international student sport and recreation completions
The Federal Government uncapped university places and implemented a demand- represented 8.2% of total completions, while 37.3% of overall higher education
driven system in the sector in 2012. These structural changes allowed students that completions were by international students. The fields of education (outside of sport,
would otherwise have enrolled at TAFE or another VET provider to enrol at university. which has been defined for this analysis) with the lowest proportion of international
Assuming eligibility criteria is met, this change allows all students the opportunity to student completions were education at 12.4% and health at 15.2%, and the highest
study their preferred training course. were information technology at 67.9% and management and commerce at 63.2%.
This indicates that there may be a significant opportunity to increase the export of
International landscape sport and recreation higher education.
The reputation of education providers (largely based on rankings reflecting research Flexible study options
capability) and the cost of courses affect overseas enrolments in Australian education
services. Education providers need to employ qualified and experienced teaching staff Flexible study options allow students to choose how to study and reach education
to build a positive reputation and offer high-quality courses, and are required to milestones. Whether a student needs to combine study with other commitments
maintain strong research programs. Fluctuations in the Australian dollar also impact such as balancing a full-time job or family life, having options makes study more
the price competitiveness of Australian institutions. accessible. To improve flexibility, education providers offer a number of study modes
including: on campus, online, part-time, intensive and mixed-mode attendance.
To study vocational education and training in Australia, international students are
required to obtain a study visa subclass 500. To be eligible, students must already be
86
Education and training (cont.)

Facilities ■ The segment currently experiences limited competition from international
suppliers, and, given the inclusion of all levels of education services in this
Facilities available by an institution can differentiate the learning outcomes of
segment, experiences moderate demand from overseas markets. Education
students and provide a point of difference for attracting future students. In the
exports are driven by international students in the higher education sector.
context of sport, exposing students to the practical tools and equipment used in the
workplace increases familiarity and competency when moving into the industry. ■ The segment experienced 13 per cent growth in sales between 2012/13 and
Facility quality is also an important predictor of teacher retention. 2016/17 which was supported by growth in the higher education sector. The
higher education sector represents a relatively small proportion of this segment.
Industry needs
This may change if the Sports Operations segment continues to grow in size and
In 2018 there were 106,370 domestic enrolments in the field of Sport and sophistication and the higher education sector sees opportunities to develop and
Recreation.3 This represented approximately 4 per cent of all domestic enrolments in deliver internationally recognised sports-related courses.
vocational education and training. To attract future enrolments and stimulate further
Note: The SCP analysis has focussed on vocational and higher education as this was
levels of education in the Sports Industry, providers must understand industry needs
considered to be where potential economic growth opportunities may be uncovered.
and anticipate changes in demand. Remaining adaptive to the needs of the Sports
Primary and secondary teaching can be thought of as similar to much of the sports
Industry will ensure the courses and skills desired by students are available when
operations segment, in that they do not have a profit motive and largely exist to
required.
deliver participation and physical literacy outcomes. Government intervention in this
Innovation space is similarly undertaken with a view to support, such as the Commonwealth
Sporting Schools program.
Various technologies have been adopted by education providers to support student
learning, such as digital classrooms and online assessments. Industry participants are KEY INSIGHTS
increasingly delivering courses online and making programs more accessible by
developing their mobile capabilities. Remaining responsive to industry needs is vital to attracting future enrolments.
The courses available to students must align to the needs of the Sports Industry
Industry partnerships and be revised often, as the skills demanded by the industry change. The
possibility of improved employment prospects is attractive to potential students.
Partnerships with reputable organisations and institutions provides students with
access to apprenticeships and traineeships that improve learning opportunities and Further, international students present a growth opportunity for the segment,
enhance employment outcomes. particularly in higher education. As Australian education exports grow, the Sports
Industry could showcase its tertiary sports-related course offerings internationally
PERFORMANCE
to increase Australia’s market share of international students enrolled in sports-
■ Relative to other segments the education sector is a major contributor to the related courses.
Sports Industry in terms of sales, value added and employment. Sources:
■ Value add per worker is moderate which suggests that contributing to the 1 IBISWorld Pty Ltd.
workforce is unlikely to add significant monetary value to the economy compared 2 Student numbers, Department of Education.
to other segments. 3 Total VET activity program enrolments 2014-18, NCVER VOCSTATS.
87
6. Segment analysis
6.3 Sport
medicine and
science
The delivery of health services or
research to restore / maintain
physical health, improve
performance and provide a
competitive edge for elite athletes.
6. Segment analysis Sports medicine and science
Sports medicine and science

Defining the good/service: This segment involves the diagnosis and treatment of Defining the market: This segment captures activity related to the delivery of health
injuries and illnesses associated with exercise. Services provided by this segment services, or research within the field of sport / sports science.
aim to restore / maintain physical health, improve performance and provide a
competitive edge at the elite level of sport.
Demand: Underlying demand is driven by rates of sports Market strategy: Educating the general public about the Sports-related sales
participation and type of sport (injury-prone sports support benefits of sports medicine, science and health care in order  Low - estimated at $291m (rank 8 out of 9 Sports
demand in this segment). An ageing population is also to expand market share. Industry segments)
supporting demand in a similar way. Further, the Research: Conducting research in order to discover new /
professionalisation of sport, and increased drive from athletes Sports-related value add
enhanced treatments to take to market.
to gain an edge / marginal improvement, is increasing the  Low - estimated at $185m (rank 7 out of 9 Sports
focus on sports science. Competition: High competition within this segment, both
Industry segments)
within industry and across service types.
Target audience: This segment caters to all demographics. Sports-related employment
Peak bodies: Accreditation and qualification is usually
Market concentration: Low levels of market concentration.  Medium - estimated at 1,924 FTEs (rank 6 out of 9
administered and regulated by peak bodies within the
Capital intensity: Low to medium. Majority of business industry. Sports Industry segments)
costs are labour costs. Sophisticated operators require costly Workforce: This segment is labour intensive. Employees are Sports-related value added per worker
laboratory and equipment costs. highly qualified.  Low - estimated at $96k per FTE (rank 8 out of 9 Sports
Industry assistance: Low level of assistance via various International Trade: Low imports and exports. Operations Industry segments)
government insurance schemes. are predominantly domestic. Exposure to competing imports
Barriers to entry: Medium. Difficult for new entrants to
acquire a client base.  Low – around 1% of domestically consumed services are
imported (rank 2 out of 9 Sports Industry segments)
Regulation: Medium. Qualifications and registrations are
required. Exports to international markets
 Low – around 0.5% of domestically produced services
Growth/decline
Growth in
sales
$291m $185m 1,924 FTE $96k per year $3m (1%)* $1m (0.5%)* 67%
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Sports medicine and science (cont.)

STRUCTURE 1 2 3 4 Barriers to entry
Key activities associated with this segment ■ Regulation: Participation in this segment requires necessary qualifications and
operators must meet relevant regulatory requirements.
This segment captures activity related to the delivery of health services, or research
within the field of sport / sports science. The activities predominately captured in the ■ Competition: This segment is highly competitive and acquiring an adequately
quantitative analysis of this segment are physiotherapy, chiropractic and osteopathic large customer base to cover initial investment requirements is challenging for
services. new entrants.
Peak bodies CONDUCT 2 3 4
■ Australasian Academy of Podiatric Sports Medicine Research and development
■ Australasian College of Sport and Exercise Physicians Advances in the treatment of physical conditions are largely informed by clinical
■ APA – Sports Physiotherapy Australia research. Successful operators leverage R&D to differentiate themselves in the
■ APS – College of Sport and Exercise Psychologists marketplace by providing the latest and most effective treatment methods.
■ Exercise and Sports Science Australia Reputation
■ Sports Chiropractic Australia
Operators that establish reputations in the community and the medical profession for
■ Sports Dieticians Australia
sound and consistent results are more likely to attract and maintain a client base.
■ Sports Doctors Australia
Demand drivers Specialised services
■ Sport participation: Participation in organised and casual sports can lead to Operators in this segment are increasingly offering specialised services, such as
injuries that require specialised sports medicine and science services. Some tailored treatment services to professional sports teams and elite athletes.
sports have a higher risk of injury than others. Membership of an industry organisation
■ Disposable income: Rates of participation in organised sport and expenditure on Becoming a member of an industry organisation signals credibility to the marketplace
non-critical sports related health services increase with disposable income. and allows for industry accreditation.
■ Private health insurance/Medicare: Health insurance reduces the out-of-pocket Optimising price & lobbying for insurance coverage
expenses for health services. A lift in the financial rebate or an expansion of
services covered by insurers will lead to an increase in demand. Successful operators optimise fees at a level that maximises profitability while
remaining attractive to customers. The ability to offer private health insurance rebates
Target audience can also influence pricing structures.
The majority of revenue earned by sports health professionals is derived from injuries
incurred in amateur sports. Professional sports associations and clubs only contribute
a minor proportion to industry revenue.
90
Sports medicine and science (cont.)

PERFORMANCE
Sources:
■ Relative to other sports segments the component of the sports medicine and
1 Sports Medicine Australia.
science segment that we have been able to identify contributes a low to 2 IBISWorld Pty Ltd.
moderate amount to the Sports Industry in terms of sales, value add and 4 Exercise & Sports Science Australia.
employment. 5 Australian Physiotherapy Association.
■ Value add per worker is low for this segment, however this is likely to reflect that
there are a number of sports medicine related occupations that have low
associated wages. There is the potential that workers in high end science and
performance improvement may have higher value add per FTE than what appears
in the quantitative analysis.
■ The segment has a low exposure to international trade.
■ This segment has experienced an impressive growth in sales of 67% between
2012/13 and 2016/17, while aggregate sales across all industries in the economy
grew by 26% over the same period.
■ There is scope for this industry to continue growing as the population ages,
sports participation increases, and consumers become more aware of the health
benefits associated with sports medicine and science. Scope exists for pockets
of high value add activities at the elite level of sport.
KEY INSIGHTS
As the community ages and participation in sport rises, the potential for sport
injuries and the demand for preventative measures is likely to increase, in turn
boosting expenditure on sports medicine and science.
Ongoing innovations to improve performance at the elite level is also necessary to
maintain a competitive edge. This analysis indicates that growth in this segment is
reliant on the effective development of new treatments that appeal to professional
sports teams and elite athletes.
91
6. Segment analysis
6.4 Media
The development, packaging and
delivery of sport content, including
broadcasting and associated
commercial activities.
6. Segment analysis Media
Media
Defining the good/service: The development, packaging and delivery of sport Defining the market: The competition between market players to secure
content, including broadcasting and associated commercial activities. broadcasting rights for major domestic and international sporting leagues and events
via traditional and emerging platforms.
Demand: Sport participation and spectator sport participation Shifting strategy: Live sports provide a halo effect for Sports-related sales
drive the demand for this segment which is more heavily industry operators, enabling improved ratings for the overall  Medium – estimated at $3,613m (rank 5 out of 9 Sports
influenced by sports with large fan bases. network. Industry segments)
Target audience: Avid sports fans and leisure viewers Digital dominance: Technological change has driven Sports-related value add
consume sports media across a number of platforms changes in consumer viewing patterns, with viewers
including television, radio and magazines. choosing to consume media across a range of multimedia  Medium – estimated at $1,541m (rank 4 out of 9 Sports
platforms. Industry segments)
Broadcasting rights: Intense competition between market
players to secure broadcasting rights deals for live sport Online presence: Illegal streaming and downloading Sports-related employment
games. Few networks compete for top-tier leagues and websites threaten legitimate viewership.  Medium – estimated at 6,009 FTEs (rank 5 out of 9
international sporting events. Import markets: Australian consumers have a growing Sports Industry segments)
Time sensitivity: Sports is time-sensitive as viewers expect desire to watch international events and sporting leagues. Sports-related value added per worker
to be able to watch sports events live, increasing the demand Export markets: Top-tier sporting competitions have made
for these programs over other types of entertainment.  High – estimated at $256k per FTE (rank 2 out of 9
efforts to expand beyond Australia and to internationalise Sports Industry segments)
Globalisation: Increasing within the segment as technology their competitions.
develops and consumers have more access to international Exposure to competing imports
New products: Sports have been adjusting their traditional
sporting markets. competitions in order to respond to changing consumer  Medium – 7% of domestically consumed products are
Regulation: The Federal Government imposes anti-siphoning preferences (e.g. T20 Cricket). imported (rank 6 out of 9 Sports Industry segments)
legislation to ensure greater access to sporting events. Alternate / complementary experiences: The consumption Exports to international markets
Content: This segment is highly reliant on the quality of the of sport is increasingly being enhanced with complementary  Low – 3% of domestically produced products are
sporting content that can be broadcast. In this way, it is experiences such as sports betting integration or fantasy exported (rank 8 out of 9 Sports Industry segments)
closely linked with the events, venues and facilities segment. sports competitions.
Growth/decline
 Low – 6% growth in sales since 2012/13 (rank 8 out of 9
Sports Industry segments)
Growth in
sales
$3,613m $1,541m 6,009 FTE $256k per year $237m (7%)* $88m (3%)* 6%
93
Media (cont.)
STRUCTURE 1 2 including the English Premier League and the US National Basketball Association.
Broadcasting rights Regulation
Live sports are some of the most popular events on television and radio, generating The Federal Government imposes anti-siphoning legislation (derived from Section 115
substantial advertising revenue for broadcasting rights holders. Acquiring the rights to of the Broadcasting Services Act (1992)) to ensure that certain sporting events are not
live sport is a lucrative market as it retains its value on television, in contrast to regular provided exclusively on pay-television and are televised at no cost to the general
programming that many consumers can watch online, at a later date or on-demand. public. Major events such as the Olympic Games, the Melbourne Cup, the Australian
Television networks are increasingly reliant on broadcasting live sports to generate Open, AFL and NRL finals, cricket and other events are covered in the anti-siphoning
ratings, boosting advertising revenue. legislation. The list is split between Tier A events, which have to be shown on main
free-to-air channels, and Tier B events, which can be shown on digital multi-channels
Examples of broadcasting competitors include free-to-air channels Channel 7, Channel
of other platforms.
9 and Channel 10, pay-television players Foxtel, Telstra and Fox Sports and online
streaming services such as Kayo Sports and Optus Sport. CONDUCT
To gain an understanding of the competitiveness of acquiring sports media rights: Shifting strategy
■ In August 2015, the AFL signed a six season broadcast rights deal with Channel Television networks have shifted their strategies to maximise ratings and increase
Seven, Foxtel and Telstra valued at $2.5 billion. The value of the new deal their advertising revenue in response to changing viewing patterns. There is growing
exceeded the previous $1.3 billion five-year deal signed in 2011. competition between television networks to acquire live sports broadcasting rights
that are rating successes (such as the NRL, AFL, Spring Carnival, Australian Open,
■ The Australian Rugby League Commission, which oversees the NRL, signed a
Summer Olympics and Winter Olympics) which lead to further benefits over
five season $1.8 billion deal in November 2015 with Channel Nine, Fox Sports
traditional television programs. Acquiring these rights enables networks to use in-
and Telstra.
game advertising to cross-promote their own programs, or boost ratings for shows
■ Cricket Australia secured a six-year $1.2 billion deal in April 2018 with Fox Sports that air directly before or after a sporting event.
and Channel Seven to broadcast Australian international cricket matches, the
New / adjusted products
Twenty20 Big Bash Leagues and other domestic cricket competitions.
Sports have been developing different versions of their matches in order to respond
Time sensitivity
to changing consumer preferences, such as T20 cricket which is considered to appeal
Broadcasting rights have become increasingly important to broadcasting networks, as to a wider audience as it is a shorter and more intense form of cricket. In addition,
consumers have little desire to watch a sports match or event once the outcome is sports have been looking at adjusting rules within traditional forms of sport with a
known. As a result, live sports is a key driver of ratings growth for many major players view to increasing the viewership of matches.
as the event loses value once the match is over.
Alternate / complementary experiences
Globalisation
The consumption of sport is increasingly being enhanced with complementary
The sector is becoming more globalised as Australian consumers increasingly watch experiences such as the integration of sports betting within broadcasting, or fantasy
foreign-based sporting leagues via online and pay-television platforms, with examples sports competitions.
94
Media (cont.)
Digital dominance PERFORMANCE
Sports broadcasting is migrating to online and mobile platforms providing an ■ Relative to other sports segments, the media segment is a moderate contributor
alternative viewing platform to traditional television or radio. Competition for digital to the Sports Industry in terms of sales, value add and employment.
and online streaming rights is likely to intensify as rivals such as Telstra and Optus
■ Value add per worker is high relative to its contribution which suggests that
aim to leverage coverage of sporting competitions like the English Premier League to
investment in the workforce is likely to add more value to the segment than
increase sales for their core products.
investment in other segments.
Online presence
■ The segment has moderate exposure to international trade although demand for
The online presence is significant as viewers seek to watch international sporting Australian media exports is low. This may present an opportunity for growth.
events. As illegal streaming and downloading websites become more accessible
■ Media has experienced minimal sales growth of 6 per cent between 2012/13 and
along with faster internet connection speeds, viewership numbers through legitimate
2016/17, representing one of the lowest growth rates across the segments.
broadcasting platforms is threatened.
Import markets
KEY INSIGHTS
The growing fan bases of international leagues, such as the National Football League
and National Basketball League has caused Australian broadcasters to compete to As demand for broadcasting live sports increases amongst players in the sports
import overseas sports leagues. For example, Optus Sports has exclusive rights to media segment, the cost of acquiring broadcasting rights is likely to continue
the live coverage of the English Premier League until 2021/22. Further, broadcasters increasing. With the ongoing emergence of online platforms, traditional and digital
compete for the rights to major annual international sporting events such as the Tour networks are experiencing increased competition.
de France (SBS until 2023) and Super Bowl (Seven Network until 2022).
Although Australia demonstrates high interest in international sporting leagues,
Export markets this is generally not reciprocated and there is currently limited overseas interest in
domestic sporting competitions. If Australia is able to successfully increase
Although sporting codes exist elsewhere, the national segment is dominated by local international demand for its national sporting leagues, there is a potential growth
sporting leagues which have little viewership outside of Australia. This landscape is opportunity via export markets.
changing as national leagues try to internationalise their sport. The AFL has expanded
to playing games overseas in countries like China and England. In 2017 the AFL
played its first premiership season fixture between Gold Coast and Port Adelaide in
Shanghai, China. Major Australian sporting events such as the State of Origin are
exported internationally via international broadcasting channels such as Sky Sports.
Sources:
1 IBISWorld Pty Ltd.
2 Winning in the business of sports, (2014), AT Kearney.
95
6. Segment analysis
6.5 Events,
venues and
facilities
Events that provide a platform for
participation in sport and enable live
spectator consumption, and the
operations of sports venues and
facilities in which sport and events
occur.
6. Segment analysis Events, venues and facilities
Events, venues and facilities

Defining the good/service: Activities engaging in operating indoor or outdoor sports Defining the market: The segment captures major events, marathons, professional
and physical recreation venues, grounds and facilities. Events, venues and facilities sports competitions, event ticket sales, venue and facilities operation, administration
facilitate participation in sport and recreation and provide a platform for spectators to and management. The target audience is broad.
consume live sport.
Demand: Demand is driven by the general public’s Market strategy: Understanding changing consumer Sports-related sales
preferences for sport, either as a spectator or participant. preferences for sport, effective marketing campaigns,  High - estimated at $3,982m (rank 3 out of 9 Sports
Major demand drivers are discretionary spending on sports, innovation and event planning. Industry segments)
recreation and culture; sports participation rates; and public Competition: Moderate competition. Venues compete for
capital expenditure. Sports-related value add
events and contracts with major sports teams, with particular
Target audience: Venues and facilities enable spectator competition between states / territories. Venues and facilities  Medium - estimated at $1,516m (rank 5 out of 9 Sports
participation and physical participation in various sports. This compete with alternative forms of entertainment and physical Industry segments)
segment caters to a wide range of people with a wide range recreation for a portion of the household budget. Sports-related employment
of sport-related interests. Major events attract international Innovation: Participation growth (both spectator and physical)
audiences.  High - estimated at 14,958 FTEs (rank 3 out of 9 Sports
is supported by the continual maintenance and upgrading of Industry segments)
Market concentration: Low levels of market concentration. venues and facilities. For stadium operators, the quality,
location and capacity of the venue are differentiating factors. Sports-related value added per worker
Capital intensity: Highly capital intensive.
Purchases: Purchases include merchandise, food and  Low - estimated at $101k per FTE (rank 7 out of 9 Sports
Technology: Moderate level of technological change, Industry segments)
beverages sold at sports grounds.
primarily in the development of new facilities and upgrading
existing facilities to enhance user/spectator experiences. Workforce: Jobs range from stadium operation management Exposure to competing imports
Industry assistance: High level of assistance. Majority of positions to groundskeepers to ticket collection staff. Much of  Low – around 5% of domestically consumed products are
large scale venues established with assistance of government the industry at the grass-roots level also relies on volunteer imported (rank 3 out of 9 Sports Industry segments)
funding, and many events also receiving subsidisation labour.
Exports to international markets
depending on the scale / type of event. International trade: Low imports and exports. Operations
are predominantly domestic. Events can attract tourism
 Low – around 4% of domestically produced products are
Barriers to entry: High due to capital requirements. Large exported (rank 7 out of 9 Sports Industry segments)
(exports), however it is noted that this has not been captured
scale venues typically require public assistance.
within the quantitative analysis of this segment. Growth/decline
 Low – -3% growth in sales since 2012/13 (rank 9 out of
Growth in
sales
$3,982m $1,516m 14,958 FTE $101k per year $181m (5%)* $152m (4%)* -3%
97
Events, venues and facilities (cont.)

STRUCTURE Capital intensity and reliance on industry assistance
Key activities associated with this segment Stadia are capital intensive assets. The upfront cost of major stadia (re) developed in
Australia over the past 10 years is in the order of $10,000 per seat in current day
The segment captures major events, marathons, professional sports matches, event
dollars.1
ticket sales, venue and facilities operation, administration and management. The
target audience is broad. Activities captured in this segment include: Typically, ownership of major venues in Australia rests with the public sector (at a
state or local level). This is due to the fact that Australian stadia have historically not
■ Athletic field, football field, cricket ground and stadium operation
been able to generate commercial returns to entice private sector development and
■ Court and arena operation (e.g., tennis court) ownership following the significant upfront capital expenditure associated with
■ Golf course and practice range operation developing such assets. The significant ongoing lifecycle asset maintenance and
■ Indoor facility operation (e.g., swimming pools, bowling alleys) replacement costs associated with venues of this nature, along with the volatility of
■ Motor racing track and speedway operation operating cash flows which are dependent (amongst other factors) on the event
calendar and attendance levels of venue hirers also impacts the ability of a private
■ Event management
entity to generate a sufficient commercial return.
■ Sports ticketing
Governments are often willing to absorb the financial burden of a venue in order to
The majority of activity in this segment is centred around sporting events and venues attract content that generates broader economic benefits, such as inbound tourism,
that enable spectator participation. as well as broader social and civic benefits.
Demand drivers Technology
Major demand drivers include: The landscape of venues and events can change quickly. Sports stadia can structurally
■ Levels of discretionary income: this segment is competing for the portion of last for more than 50 years, however, can become obsolete well before. New in-
discretionary household expenditure on recreation and entertainment. As real stadium technologies, trends in premium hospitality offerings and the increased
household incomes increase, households have more money to spend on sporting security requirements following terror-related events are impacting the design and
events, venues and facilities. performance of venues in ways not envisaged during their development.
■ Industry assistance: the majority of major venues in Australia are developed and Limited event calendar
maintained with the aide of public funding. Government’s appetite for capital One of the key reasons for a lack of investment by sporting codes and clubs into
expenditure programs can enhance and bolster this segment. major stadium ownership is that they do not have a big enough event calendar to
■ Spectator participation: the degree to which sports fans are willing to physically support stadium development. Venue operators that are able to consolidate content
attend the event instead of consuming the same entertainment via alternative from multiple teams (e.g. the AFL) are more likely to be able to secure a strong event
mediums (i.e. television or live streaming). calendar to support operational profitability, however, individual teams may need to
rely on other funding streams. Historically, governments have managed this risk by
■ Sports participation: the degree to which the general public are willing to securing multiple sporting tenants.
participate in sport, and therefore utilise venues and facilities.
98
Events, venues and facilities (cont.)

CONDUCT 3 PERFORMANCE
Differentiation by improving the fan experience ■ Relative to other sports segments the events, venues & facilities segment
contributes a reasonable to high amount to the Sports Industry in terms of sales,
The broader fan experience is recognised by all codes and teams as being critical to
value add and employment.
successful fan attraction, engagement and retention. This includes the experience
from travelling to the game until the patron returns home, and incorporates the full ■ Value add per worker is low (reflective of the low wages offered by this sector)
range of interactions a fan has with the team, service providers and other spectators. which suggests that investments in this segment are not likely to add more
monetary value to the economy than investments in other segments.
In-stadium experience includes factors such as premium seating, members and active
support areas, technology and food and beverage infrastructure. Codes and teams are ■ The segment has a low exposure to international trade.
judged on this fan experience.
■ This segment has experienced a decline in sales of 3% between 2012/13 and
Membership 2016/17, while aggregate sales across all industries in the economy grew by 26%
over the same period.
Venues and facilities encourage participants sign up to become members, which
encourages loyalty and return patronage.
KEY INSIGHTS
Optimum capacity utilisation
To facilitate growth in this segment, venues and facilities must invest in upgrades
Venue operators must carefully balance the quality and availability of seating, ticket and ongoing maintenance to ensure a positive experience for spectators. If
prices and food and beverage prices with the anticipated demand for sporting events. spectators are satisfied with the services and facilitates available, the likelihood of
Diversification repeat attendance increases. In-venue experience as well as out-of-venue
experience, such as travel to / from the venue, also contributes to overall fan
Venues and facilities are not just sporting venues, and are able to unlock alternative experience. Ensuring consistently positive fan experiences at live events
revenue streams by providing their facilities to non-sporting events, such as business underpins growth in this segment.
/ community event, entertainment events or festivals.
It is noted that venues and facilities in their own right are significant components
Esports of the ‘structure’ of some of the other Sports Industry segments and therefore key
enablers of the performance of those segments (e.g. sports operations).
Esport is a rapidly growing recreational activity that involves participation at various
levels of proficiency, including elite professionals. Elite level esport is generally
Sources:
packaged into content that is delivered to audiences at venues and through digital
media (e.g. streaming platforms). The growing popularity of esports presents an KPMG (2017). Stadium ownership: competitive edge or unwanted burden?
1
2 NSW Government, Office of Communities (2012). Stadia Strategy.

opportunity for traditional sports clubs to diversify their entertainment offering and
manage the growth and development of domestic esports.
99
6. Segment analysis
6.6 Gambling
Gambling services targeted towards
sport-related activity.
6. Segment analysis Gambling
Gambling
Defining the good/service: Sports gambling is a form of entertainment. Participants Defining the market: Industry operators provide sports gambling services. The
risk wagers on yet to be determined outcomes in exchange for a chance of financial industry includes online gambling services but excludes casinos, poker machines and
reward. lottery operations.
Demand: Underlying demand is driven by the popularity of Market strategy: Understanding changing consumer Sports-related sales
sport entertainment, coupled with the willingness of preferences for sport, effective marketing campaigns,  Medium - estimated at $863m (rank 6 out of 9 Sports
consumers to gamble on sport over other forms of expanding market share. Bookmakers are increasingly Industry segments)
entertainment. Increases in household disposable income lift offering promotions and incentives to attract punters.
demand. Sports-related value add
Competition: High competition, both within-industry and with
Target audience: This segment caters to a wide range of other forms of gambling (e.g., casino, lottery and poker  Medium - estimated at $330m (rank 6 out of 9 Sports
adults with an interest in sport. machines). Industry segments)
Market concentration: High levels of market concentration. Online presence: Online gambling services (including apps) Sports-related employment
Capital intensity: Moderately capital intensive. are increasing in popularity.  Low - estimated at 1,857 FTEs (rank 7 out of 9 Sports
Consolidation: Larger companies typically seek to acquire Industry segments)
Technology: High. Demand for digital services is growing.
small firms to grow revenue and market share. Sports-related value added per worker
Industry assistance: Low level of assistance.
Workforce: Sports betting agencies hire educated persons  High - estimated at $178k per FTE (rank 3 out of 9
Barriers to entry: Medium. with skills such as mathematics, statistics, marketing and Sports Industry segments)
Regulation: Highly regulated and highly taxed. programming.
Exposure to competing imports
Reliance on Media sector: The sports related gambling International Trade: Low imports and exports. Operations
are predominantly domestic.  Medium – 6% of domestically consumed services are
sector is dependant on media to generate content. imported (rank 5 out of 9 Sports Industry segments)
 Medium – 4% of domestically produced services are
exported (rank 6 out of 9 Sports Industry segments)
Growth/decline
Growth in
sales
$863m $330m 1,857 FTE $178k per year $54m (6%)* $35m (4%)* 25%
101
6. Segment analysis Gambling
Gambling (cont.)
STRUCTURE 1 wagers such as multi-bets to provide consumers with more options and
Key activities associated with this segment entertainment. Some bookmakers have also launched cash-out features, where
customers can receive their payout prior to an event's conclusion.
The segment captures sports gambling services. The industry includes online
gambling services but excludes casinos, poker machines and lottery operations. For Production of premium services
the purpose of this analysis horse, harness and dog racing has been excluded. Key Bookmakers need to provide high-quality betting information to punters to attract,
players include: TAB, Flutter Entertainment (Sportsbet), BetEasy, Ladbrokes and Bet inform and retain clients and grow their operations.
365. Online and mobile services
Demand drivers Sports betting agencies are increasingly developing digital access via websites and
■ Changes in real household discretionary income: labour markets and tax rates mobile applications.
influence how much consumers are willing to spend on gambling services. PERFORMANCE
■ Spectator sport participation: the degree to which sports fans are interested in ■ Relative to other sports segments the gambling segment contributes a
the game influences the quantity of wagers and the amount spent on each reasonable amount to the Sports Industry in terms of sales, value add and
wager. employment.
Barriers to entry ■ Value add per worker is high which suggests that investments in this segment is
■ Regulation: sports betting agencies must meet certain financial criteria and likely to add more monetary value to the economy than investments in other
register with their relevant state or territory licensing authority. segments. However, it is noted that some of the negative externalities
■ Taxes: the introduction of the point-of-consumption tax has increased the associated with gambling (i.e. addiction) are likely to prevent government
difficulty for prospective operators to enter the industry and operate feasibly, as assistance or investments in this segment.
operating margins have been weakened by the tax. ■ The segment has a low exposure to international trade.
■ Competition: this segment is highly competitive and acquiring an adequately ■ This segment has experienced a reasonable growth in sales of 25% between
large customer base to cover initial investment requirements is challenging. 2012/13 and 2016/17, while aggregate sales across all industries in the economy
CONDUCT 1 grew by 26% over the same period.
Market research and understanding

KEY INSIGHTS
Industry operators require detailed knowledge and understanding of the local market,
with extensive preparation and research needed prior to sporting events to calculate Ongoing improvements to usability and accessibility as technology develops is
odds and maximise profitability. likely to facilitate growth in this segment. Offering incentives and expanding
betting options is attractive to consumers. Gambling is a key revenue source that
Differentiation supports the broader operations of the Sports Industry.
Online sports betting agencies are increasingly offering promotions and incentives for
consumers, with some partnering with streaming services to allow consumers to Sources:
watch sporting events live. Sports betting agencies are increasingly offering exotic 1 IBISWorld Pty Ltd
102
6. Segment analysis
6.7 Equipment
and apparel
The manufacturing and retail

distribution of sports equipment and
apparel for performance and leisure
use.
6. Segment analysis Equipment and apparel
Equipment and apparel

Defining the good/service: The segment includes sporting goods not limited to Defining the market: The segment captures manufacturing and retail distribution of
traditional fitness and sporting equipment, camping accessories, and water sport, sports equipment and apparel with retail representing both in-store and online sales.
snow sport and skating equipment. The segment also includes fitness and athletic Products in this segment are consumed by people of all ages, with varying levels of
clothing and footwear for performance and leisure use. sports participation.
Demand: Discretionary income, consumer sentiment, sport Market strategy: As consumers alter their perception of Sports-related sales
participation rates and leisure-time availability drive demand traditional equipment and apparel offerings, the market must  Medium - estimated at $3,628m (rank 4 out of 9 Sports
for sport equipment and apparel. change to meet evolving needs. Industry segments)
Target audience: Sport participation is popular across all age Competition: Price is a major source of competition between Sports-related value add
groups although individual attitudes towards exercise and wholesalers as retailers want to pay the lowest price possible.
fitness differ. The goods demanded evolve across a The segment is also subject to external competition from  High - estimated at $1,574m (rank 3 out of 9 Sports
consumer’s lifetime. foreign online operators. Industry segments)
Manufacturing: As Australian manufacturers struggle to Online presence: Online markets provide greater product Sports-related employment
compete against low-cost international manufacturers, goods variety at a lower price for consumers.  Medium - estimated at 12,318 FTEs (rank 4 out of 9
are largely imported for sale to consumers. Export markets: Although the industry is reliant on foreign Sports Industry segments)
Retailing: Major players control Australia’s leading retail sport imports, a weakening Australian dollar has improved export Sports-related value added per worker
stores. As the market evolves, the retail landscape is conditions.
changing to include new offerings.  Medium - estimated at $128k per FTE (rank 5 out of 9
Innovation: Consumers are generally responsive to new Sports Industry segments)
Market concentration: Medium levels of market technologies. Met by consumer interest, technology drives
concentration. ongoing sales of equipment and apparel. Exposure to competing imports
Capital intensity: Moderately capital intensive in Workforce: Retail stores are likely to employ low-skilled  High – around 31% of domestically consumed products
manufacturing and low in retailing. workers, particularly in part-time and casual roles. Product are imported (rank 7 out of 9 Sports Industry segments)
Barriers to entry: Moderate as new entrants are deterred by manufacturing requires skilled workers with specialist Exports to international markets
knowledge. To harness comparative advantage, Australian
the industry’s competitive landscape.
designed innovations are likely to be manufactured overseas.
 High – around 15% of domestically produced products
Globalisation: Individuals of all age groups progressively fill are exported (rank 2 out of 9 Sports Industry segments)
leisure time with alternative activities, such as internet Growth/decline
browsing and video gaming.
 Medium – 9% growth in sales since 2012/13 (rank 6 out
of 9 Sports Industry segments)
Growth in
sales
$3,628m $1,574m 12,318 FTE $128k per year $1,133m (31%)* $372m (15%)* 9%
104
Equipment and apparel (cont.)

STRUCTURE 1 2 Barriers to entry
Manufacturing & retailing The most prominent barrier to entry for prospective manufacturers and retailers is the
start-up costs involved. The initial cost of opening or purchasing a retail outlet and
There is significant pressure on industry operators as low-cost manufacturers from
providing sufficient inventory can be prohibitive. New entrants need to establish
China and high-quality manufacturers from the United States continue to dominate
ample upstream supply relationships with manufacturers to secure high-quality, low-
the market. Domestic manufacturing facilities are anticipated to increasingly move
cost stock.
overseas due to the availability of lower production costs. Incidences of wholesale
bypass have increased, with retailers increasingly placing bulk orders directly with Globalisation
manufacturers in an attempt to reduce mark-ups. Manufacturers of sporting goods
Traditionally participation in sport is a common leisure activity however as technology
supply products to a range of downstream markets including wholesalers, retailers
advances and alternative options are increasingly available, consumers must trade-off
and industry associations.
leisure time activity between sporting activities and popular sedentary activities, such
Market concentration as internet browsing, television viewing and video gaming. Global recognition of the
negative health impacts of these activities is shifting attitudes towards maintaining
The sport equipment retailing market share concentration is with four top players,
health and wellbeing. In particular, growing concerns about children’s health is
accounting for over 40% of total revenue in 2018-19. Industry concentration is
anticipated to lead to increased sports participation for this age cohort.
trending upward through an increase in acquisitions. Super Retail Group operates 670
stores across Australia including retails brands such as Rebel Sport, Supercheap Auto CONDUCT
and Boating Camping and Fishing (BCF). Progressively, the Group is converting its
Market strategy
network of brands into these key retailers. The four largest players in fitness and
athletic apparel account for just under 70% of industry revenue in 2018-19. The The increase in health consciousness in Australia and growing awareness of the
benefits of bulk purchasing, having a nationally recognised brand and other synergies importance of regular exercise encourages consumers to engage in more sport
have allowed Rebel Sport, The Athlete's Foot, Lorna Jane and Foot Locker to gain a activities including running, yoga, swimming and team sports. Government initiatives
foothold in the industry. Changing consumer preferences may provide space for new promoting active lifestyles have also created opportunities for sports equipment
entrants for niche markets. retailers. Industry retailers have also successfully made sportswear an integral part of
customers’ lifestyles by changing consumer attitudes, as people increasingly wear
Capital intensity
active wear as leisure wear. Lorna Jane and Lululemon Athletica are two examples of
The industry is typically labour-intensive as employees are required to handle day-to- companies that have built market share by catering to this specific market.
day tasks such as providing customer service, stocking shelves, displaying
‘Athleisure’ describes the movement of sports apparel away from functional use
merchandise, processing transactions and tracking inventory. The nature of the
towards leisure use. Basketball and golf are two examples of sports that present an
industry requires a certain level of expertise and knowledge from its retail employees,
opportunity for retailers to turn traditional sports wear into lifestyle products.
as consumers that intend to purchase high-quality products typically require specific
advice and information. Manufacturing facilities require moderate capital investment
as machinery and equipment is required for the production process. Typically a high
level of well-trained staff are also required as labourers, technicians and designers.
105
Equipment and apparel (cont.)

Competition – Internal Innovation and Workforce
While price is an important aspect of competition, consumers are often willing to pay Significant product innovation takes place in the industry and consumers are generally
a premium for high-quality products that offer benefits such as performance responsive to new technologies. Industry operators have tapped into this trend for
enhancement. Consumers also expect to be charged a higher price at speciality apparel by introducing performance-based products that promote benefits such as
sports store where they will receive expert advice from staff, for example Rebel Sport moisture wicking, breathability, comfort, fit and flexibility. Products such as
and The Athlete’s Foot. compression wear have become increasingly popular. Understanding customer
Competition – External demands and innovating relevant products can generate consistent sales and increase
profit margins.
External competition from discount department stores and foreign online retailers are
a barrier to industry growth. Further, lower-end retailers have entered the market PERFORMANCE
selling mainly own-branded products at a discounted price. While the quality may be ■ Relative to the other segments the contribution of the equipment and apparel
perceived as inferior, consumers shop in these stores for value for money, in segment is moderate to high. The segment is high performing in terms of value
particular in the market for children’s products. add.
Online presence ■ Although sports-related value add is high, value add per worker is modest which
The accessibility of online shopping has introduced consumers to online-only suggests that worker productivity diminishes as more workers enter the
sportswear retailers and foreign online operators. These establishments often sell a segment.
larger variety of sporting equipment and apparel at lower prices than retailers through ■ Equipment and apparel has high exposure to international trade. The segment has
reduced overhead costs. This trend has intensified competition for fitness and athletic a high level of imports relative to other segments and significant demand for
stores as value-conscious consumers can now search and compare products across a domestically produced products overseas.
variety of channels to find the best value for money. ■ The segment has experienced moderate sales growth of 9 per cent between
Import / export markets 2012/13 and 2016/17.
Equipment and apparel manufacturing remains intense as consumer demand for
KEY INSIGHTS
lower priced products has fuelled the availability of cheap goods from Asian countries,
particularly China. Domestic manufacturing facilities have also increasingly shifted to There is a growing market share going towards online sales, and this is likely to
low-cost production locations. Continued import competition for sporting goods has continue. A small number of large retailers dominate the physical retail market,
altered the mix and quality of products available to consumers. with many small retailers either acquired by larger companies, or ceasing
A weakened Australian dollar has increased demand for overseas sales of Australian operations. Overall, given the broader shift away from manufacturing in the
products with New Zealand, the United States and Macau remaining the dominant Australian economy and the shift towards online sales it does not appear that
destinations for exports. Australian manufacturers face competition from low-cost there is a material opportunity to grow the equipment and apparel segment, with
sporting manufacturers overseas. the potential exception being the premium end of the product spectrum.
Sources:
2 Australian Sporting Goods Association.
106
6. Segment analysis
6.8 Sports
technology
Any technological solution designed
to enhance human performance in
athletic ability or improve spectator
experience.
6. Segment analysis Sports technology
Sports technology
Defining the good/service: The segment is wide-ranging and is likely to include Defining the market: Sports Tech lies at the intersection of technology and sport
goods defined within other segments such as manufacturing and retailing equipment and encompasses any technological solution designed for a sporting context.
and apparel. It includes but is not limited to fan engagement, stadium and facilities
technologies, wearables and performance enhancement and sports analytics.
Demand: Innovative technology that enhances human Innovation: Level of innovation is high and advancing. Sports-related sales
performance including advancements in athletic ability and Competition: Competition is growing as more start-ups  Low - estimated at $24m (rank 9 out of 9 Sports Industry
spectator experience. unlock opportunities to advance human performance. segments)
Labour force: Gaps in education are a barrier to growth as Level of concentration: High levels of location concentration Sports-related value add
start-ups require highly skilled workers. creates barriers to entry for outsiders.  Low - estimated at $3m (rank 9 out of 9 Sports Industry
Funding: Rising investor interest as the segment expands Export potential: Companies must unlock export segments)
although more is required to match the industry’s potential.
opportunities and promote Australian capabilities. Sports-related employment
Industry assistance: Medium levels of assistance from
Labour force: To avoid a skills shortage training programs  Low - estimated at 10 FTEs (rank 9 out of 9 Sports
Government. that will facilitate segment growth should be promoted Industry segments)
Competition: High levels of competition acts as a barrier to throughout higher education providers.
entry. Knowledge, cutting edge ideas, and innovation Sports-related value added per worker
Accelerator: Programs such as accelerators, incubators and
dominate this segment. co-working spaces are viewed as a valuable source of support  High - estimated at $268k per FTE (rank 1 out of 9
Size: A rapidly growing industry as innovators capture small for start-ups. Sports Industry segments)
improvements in sports performance through technology. Exposure to competing imports
Market entrance: Public funds are available in Victoria for  High – around 81% of domestically consumed products
eligible start ups, but access to the limited funding is highly are imported (rank 9 out of 9 Sports Industry segments)
competitive. Local government support in Victoria is high and
numerous support networks exist, attracting talent to the Exports to international markets
area. This makes entrance into the segment by operations  High – around 45% of domestically produced products
outside of Victoria challenging. are exported (rank 1 out of 9 Sports Industry segments)
Growth/decline
 Medium – 15% growth in sales since 2012/13 (rank 4
out of 9 Sports Industry segments)
Growth in
sales
$24m $3m 10 FTE $268k per year $19m (81%)* $2m (45%)* 15%
108
Sports technology (cont.)

STRUCTURE 1 2 opportunities and significantly increases a start-up’s ability to scale. Victoria alone
currently has approximately 30 accelerator programs to assist with business growth.1
The Sports Tech sector includes the following diverse and evolving segments:
Competition
■ Social, marketing and fan engagement;
■ Stadium and facilities; High levels of competition acts as a barrier to entry. Market entrance requires unique,
■ Wearables and performance enhancement; innovative ideas that will enhance human performance. Australian start-ups export
■ Sports analytics; heavily to the global market and must compete with innovative solutions across the
■ Management and event technology; world. Securing the intellectual property of an innovation is critical to successful
■ Esports; and business growth.
■ Media, broadcasting and sponsorship. Size
Labour force Modest in size, the Sports Tech industry in Australia is emerging with high growth
Participation in the segment requires a particular technical skillset. Current gaps in potential as innovation develops. Capturing small improvements in performance
education remains a barrier to growth across the sector although recognition of the through technology is valued and enables significant opportunities for market
necessary skills has prompted an increase in higher education in the required fields. entrance.
The most difficult skills for Sports Tech start-ups to access are computer / information Market entrance
technology skills followed by sales and business development skills.
Sports Tech accounts for four percent of start-up activity in Victoria, home to 65 per
Funding cent of Australia’s sport technology companies. The concentration of the sports
In a recent industry survey, 40 percent of Sports Tech start-up respondents identified sector, co-location of sporting codes headquartered in Melbourne and an extensive
funding as a perceived barrier to growth in the early stages of the start-up.1 As the calendar of major sports events are key facilitators of this success.
industry undergoes technological transformation, investors are noticing emerging The high-density and levels of concentration of a diverse range of start-ups is cited as
business potential. Sports Tech start-ups are accessing a variety of funding sources, a key support for rapidly growing companies due to the robust testing environment
including government grants, angel investment and venture capital. and availability of support services it allows. Establishing a similar start-up in another
Industry assistance region of Australia poses an obstacle for market entrance.
Industry leadership and support for new technology, as well as cross-sector CONDUCT
collaboration is an opportunity to accelerate the growth of start-ups. Partnerships with Competition
universities and support services that highly value Sports Tech, such as Australian
Sport Technologies Network “ATSN”, can be an important resource and support High levels of competition persists once a start-up is established. Companies must
system. remain adaptive to the growing national and international market and must ensure
their innovation remains unique.
For example, the ASTN facilitates introductions to sports markets, networking
sessions, mentoring programs, funding and knowledge on access to markets. At a global level, countries seeking to become leaders in the emerging Sports Tech
sector have the opportunity to secure a substantial part of the growing global market.
The potential for both industry and technological partnerships provides larger market
109

Innovation Labour force
Australia’s sporting industry contributes a vast array of social, economic and health Access to talent that is suitable to grow a Sports Tech company and launch it globally
benefits, improving the wellbeing and liveability of cities and communities. is a challenge many start-ups face. The promotion of the necessary skills in
Technology and innovation continue to disrupt the way Australians engage and universities and partnering with tertiary education providers across Australia will
participate in sport, contributing to the rise of Sports Tech and its applications. prevent a skills shortage as the industry grows.
Innovation that enhances human performance is the crux of Sports Tech, intersecting Finding quality talent is a key challenge identified by start-ups to achieving higher
technology with the Sports Industry. Disability, mobility and inclusive sports are growth at all stages of development, but greatest as start-ups enter the product
growing nationally and globally, each presenting significant innovation opportunities. development stage.
Technology that fuels active recreation is also a key growth opportunity as global and
Intellectual property
local sports sectors aim to increase sports participation.
Protecting IP is paramount to success in this segment. Appropriate regulations and
Level of concentration
protections must be in place to ensure that participants innovate with confidence.
The high levels of market concentration are barriers to success for Sports Tech Protecting IP globally can be challenging.
companies established outside of Victoria. These companies do not have access to a
Accelerator
range of supports including student talent and research capabilities.
Sports Tech start-ups have indicated that dedicated support programs such as
On the other hand, the high levels of concentration in Victoria is beneficial for locally
accelerators, incubators or co-working spaces would be a valuable source of support.
based companies. The strength of the Victorian sector has created opportunities for
collaboration and partnership as well as offering a credible reputation that has opened An example of an accelerator program is the established program by the ASTN. The
access to international markets. The strength of local relationships and local networks ASTN has a formalised Sports Tech Accelerator Program that provides leadership in
supports business growth. the commercialisation, development and promotion of Australian-inspired sports
technologies. This Program enables the ASTN to provide free guidance and advisory
Export potential
for suitable sports technology start-ups across Australia. The Program focuses on:
The global Sports Tech market is growing and is considered an emerging global
■ improving investment and market readiness;
sector. 57 per cent of start-ups are exporting outside of Australia with key marketing
being the United States, United Kingdom, New Zealand, China and India.1 As such, ■ assisting in developing a business model that is effective, financially sound and
the growth occurring across the sector in Australia demonstrates a real opportunity to prepares for scalability; and
become a recognised leader in the industry. Australians are developing the
capabilities required to contribute to the global market, skills that must be showcased ■ accelerating time-to-market to better take advantage of opportunities.3
and exported globally. The developing national industry suggests there is considerable Similar accelerator programs across Australia, such as that available in Queensland
export potential of Australian labour and products. (UQ Hype) would be beneficial in preparing domestic start-ups for global competition
and improving growth prospects.
110

PERFORMANCE Sports Tech is a broad segment and the activities of businesses in this segment are
As previously mentioned, performance for this segment is difficult to analyse because captured in a range of ABS-defined industries. Some of these activities will be
the segment is hard to isolate within the Australian National Accounts and is likely to captured in other segments of the sports industry that we have identified within
be captured within other segment. the statistical accounts (e.g. Equipment and Apparel) but cannot be isolated from
the activities of the other businesses in these segments. For the purpose of this
Reflective of this, sports-related sales, value add and employment is ranked the exercise, Sports Tech has remained a standalone segment as it is considered a
lowest of the segments in the Sports Industry. This segment also experiences strong strong potential high value growth area, however only the activity that can be
competition from overseas suppliers although there is an appetite for domestically transparently isolated within the official statistical accounts has been captured. It
produced goods in international markets. follows that the results presented for Sports Tech materially under-represent the
The KPMG report for LaunchVic includes the follow estimates about the future size of likely size of the segment.
the Sports Tech market, which is expected to grow significantly over the next decade. The attribution analysis identified several input-output industry groups where
■ In 2016 the ABS included Wearable fitness technology as an expenditure sports-related technology may be present. However, given the complexity of this
category for the first time. This category represents 1 per cent of household segment and data limitations, it was not possible to isolate the contribution of
expenditure on sport. Sports Tech across the identified industry groups. Examples of possible industry
groups where Sports Tech is likely captured across the economy include:
■ Total public and private expenditure on sports in Australia is estimated to equate
to AUD $17.5bn to $21.4bn in 2029. The projected size of the Sports Tech market • Professional, Scientific and Technical Services
in Australia by 2029 ranges from just under AUD $1bn to just over AUD $3bn per • Medical and Surgical Equipment Manufacturing
annum. 1
• Other Professional and Scientific Equipment Manufacturing
■ Based on a mid-point scenario analysis and range of GDP expenditure on sports
as a percentage of total expenditure, the projected size of the global market for • Other Electronic Equipment Manufacturing
Sports Tech in 2029 ranges from approximately USD $82bn to $123bn. • Software Publishing
KEY INSIGHTS
Establishing strong support programs for start-ups will facilitate growth in the
segment. Current Sports Tech start-ups have identified challenges to growth, such
as access to skilled personnel, funding and leadership, which, if addressed, can
improve opportunities for future market entrants.
Sources:
1 The Sports Tech Report: Advancing Victoria’s start-up ecosystem (2019), LaunchVic.
2 Australian Sport Technologies Network, http://astn.com.au/
3 ASTN Start-up Accelerator Program, http://astn.com.au/astn-startup-accelerator-program/
111
6. Segment analysis
6.9 Nutrition
and
supplements
Nutrition products aimed to improve
sporting performance and enhance
health and wellbeing.
6. Segment analysis Nutrition and supplements
Nutrition and supplements

Defining the good/service: Sports nutrition products include but are not limited to Defining the market: The segment captures manufacturing and retail distribution of
pre, post and intra-workout products, products to increase endurance and aid muscle sports nutrition products with retail representing both in-store and online sales.
growth, fat burners and energy boosters. Products generated by this segment are tailored towards people with active
lifestyles.
Demand: Driven by people with active lifestyles or proactive Market strategy: Understanding consumer preferences and Sports-related sales
in preventing health problems. implementing them into manufacturing processes and price  Low – estimated at $495m (rank 7 out of 9 Sports
Target audience: Traditionally been focused on gym goers accordingly. Industry segments)
and fitness enthusiasts but is beginning to expand and cater Competition: Imports from foreign producers continue to Sports-related value add
for to less active consumers using sports nutrition products rise due to cheaper products and wider ranges.
for weight management purposes.  Low – estimated at $133m (rank 8 out of 9 Sports
Online presence: Online market bringing cheaper products is
Industry segments)
Manufacturing: Mainly supplies to export markets and direct- growing significantly for specialised stores. This also provides
to-consumer retailers. Raw materials are imported to consumers with easy access foreign producers. Sports-related employment
manufacture products. Export markets: Australian manufacturing of nutrition and  Low – estimated at 783 FTEs (rank 8 out of 9 Sports
Retailing: Key outlets include pharmacies, supermarkets, supplements possesses a good reputation in foreign Industry segments)
specialty stores, online, fitness centres, export markets. countries, particularly across Asia. Asian countries are Sports-related value added per worker
Online presence is growing. beginning to invest in Australian markets.
 Medium – estimated at $170k per FTE (rank 4 out of 9
Market concentration: Low levels of market concentration. Innovation: Strong consumption demand has been met by Sports Industry segments)
Capital intensity: Moderately capital intensive in product innovation within the industry.
Exposure to competing imports
manufacturing and low levels in retailing. Workforce: Firms are likely to employ highly skilled with
specialist knowledge to support the manufacturing process.  High – around 36% of domestically consumed products
Barriers to entry: High due to heavy regulations enforced by are imported (rank 8 out of 9 Sports Industry segments)
the Therapeutic Goods Administration (TGA).
Globalisation: Health consciousness around the globe is
growing and fuelling demand for this segment.  High – around 14% of domestically produced products
Growth/decline
 Low – 7% growth in sales since 2012/13 (rank 7 out of 9
Sports Industry segments)
Growth in
sales
$495m $133m 783 FTE $170k per year $176m (36%)* $46m (14%)* 7%
113
Nutrition and supplements (cont.)

STRUCTURE 1 2 Barriers to entry
Manufacturing & retailing The segment’s products are strictly governed by the Therapeutic Goods Act 1989,
under regulation by the Therapeutic Goods Administration (TGA). Under this Act,
The nutrition and supplement manufacturing industry mainly supplies export markets
nutritional supplements are regulated as medicines, despite being classified as
and direct-to-consumer retailers. These retailers include supermarkets, pharmacies
complementary medicines. As per the Act’s requirements, most industry products
and specialty stores. The industry faces import competition for many industry
must be registered on the Australian Register of Therapeutic Goods, and only those
products, with various downstream markets importing cheaper products rather than
approved by the TGA can be sold in Australia.
sourcing them from domestic manufacturers.
Globalisation
Market concentration
There has been a rise in the number of health-conscious customers around the globe.
The four major players in the industry are estimated to account for less than 40% of
They look for ways to adopt a healthy and an active lifestyle, which has fuelled the
market share in 2018-19. Go Vita has the highest number of stores in the market,
demand for health-oriented food products. Thus, sport nutrition supplements in
with 135 independently owned and operated stores. In contrast, just under 70 stores
Australia endure the same kind of traction in North America, Europe as well as Asia-
operate under the Nutrition Warehouse banner in Australia. In terms of
Pacific regions. Healthy lifestyle is becoming a normal way of life, with concerns over
manufacturing, the segment includes many pharmaceutical manufacturers that
obesity and food sensitivity likely to continue to rise.
manufacture for a range of different companies that mainly specialise in marketing
products. Manufacturing is characterised by a small number of specialised CONDUCT 1 2
enterprises.
Market strategy
Capital intensity
The market conduct is determined based on consumer preferences. In Australia the
Firms need manufacturing and packaging facilities for production, requiring substantial segment has benefited from increasing health consciousness as a growing number of
capital investment. However, employees also require a high level of knowledge to consumers have adopted a holistic and proactive approach to their health and
operate machinery and synthesise chemical compounds. Additionally, many industry wellbeing, driving demand for industry products. Increasing enthusiasm for active and
employees are required to understand topics beyond manufacturing operations, such healthy lifestyles has influenced the success of the sports nutrition sector, as
as health and nutrition sciences, chemistry and sports science. These additional consumers have been purchasing industry products to complement their training
requirements have made the industry increasingly dependent on specialists and regimes and diets. In response to these trends, manufacturers are targeting a wider
professionals. The retail industry is highly dependent on labour to conduct tasks such consumer base, with an increasing range of active nutrition products available to help
as sales, store maintenance, stocking and sourcing industry products and providing consumers manage their weight. For example, protein powders are used by gym-
advice to consumers regarding nutrition products and supplements. goers for muscle growth and regeneration, and they are also attracting the interest of
consumers that use sports nutrition products for weight management.
114
Nutrition and supplements (cont.)

Competition - internal Singapore and other Asian countries are expected to demand more industry products.
Traditionally, most organisations manufacture a range of largely comparable products Innovation and workforce
with similar benefits. Key brand owners have heavily relied on discounting products,
Industry firms that have access to innovative technologies or human capital can
resulting in the market for nutrition and supplement products becoming increasingly
improve efficiency and increase product offerings. This factor can generate greater
commoditised.
sales and increase profit margins.
Competition - external
PERFORMANCE
External competition has been one of the greatest barriers to industry growth.
■ Relative to other sports segments the nutrition & supplements sector is a low
Imports have grown to account for nearly half of domestic demand for nutrition and
contributor to the Sports Industry in terms of sales, value add and employment.
supplements in 2018-19. Online sales of nutrition products and supplements have
also negatively affected domestic manufacturers, with many consumers buying from ■ Value add per worker is relatively high (reflecting the skilled nature of the
foreign websites offering cheaper products and wider ranges. workforce in this segment) which suggests that investments in this segment are
likely to add more value to the economy than investments in other segments.
Online presence
■ The segment experiences strong competition from overseas suppliers, but also
Online shopping has become increasingly commonplace as the internet becomes
experiences reasonable demand from overseas markets.
more integrated into consumers’ lives. Online operators have often been able to
undercut bricks-and mortar stores due to their lower overhead and marginal costs. ■ This segment has experienced a weak growth in sales of 7% between 2012/13
Products sold by the segment are relatively similar in nature and typically sold based and 2016/17, while aggregate sales across all industries in the economy grew by
on price. As a result, online sales of low-value, high-volume industry products are just 26% over the same period.
anticipated to grow as consumers seek out discounted nutrition products and
supplements across a variety of online retailers, including specialty nutrition and
supplement online retailers and online pharmacies.
KEY INSIGHTS
Import / export markets
Growth in this segment is likely to stem from the rising levels of health
Imports and exports for nutrition and supplements are accounted for at the consciousness across Australia. Customers are looking for ways to adopt a healthy
manufacturing level. Imports account for half of the domestic market at the and active lifestyle, which coincides with the purpose of this segment. As a
manufacturing level. These imports majorly comprise of ingredients used in local healthy lifestyle increasingly becomes a normal way of life, consumers will seek
nutrition manufacturing and are expected to continue to increase. At the same time, products that supplement this. Facilitating a healthy lifestyle is a key growth
demand from Asian markets for high-quality Australian nutrients and supplements is opportunity for the segment. There does also appear to be an opportunity to
expected to boost exports as well. capitalise on the growing middle class in Asia with the export of premium nutrition
/ sport supplement products.
South-East Asian markets have been the source of this export growth, due to this Sources:
high demand for quality Australian-made nutrition and supplements. Due to Australia’s 1 IBISWorld Pty Ltd
location and various trade arrangements, China, New Zealand and South-East Asian 2 Australian Institute of Sport. The AIS Sports Supplement Framework 2019
nations are the greatest exports markets for domestic manufacturers. China,
115
7. Economic
modelling
This section details the approach to
and results of the economy-wide
modelling exercise.
7. Economic modelling
Economic modelling
Overview 1. Increase in foreign demand
In this section we use KPMG’s proprietary multi-industry Computable General In this scenario we consider a one per cent increase in demand for Sport &
Equilibrium (CGE) model to simulate four scenarios that provide insights regarding the Recreation services by foreigners. The initial impact of this shock is to move the
industry’s economy-wide direct and indirect impacts, highlighting the nature and foreign demand curve for Sport & Recreation services to the right by the equivalent of
strengths of the linkages to other sectors of the economy. The scenarios are around $9 million (i.e., other things equal demand for exports of Sport & Recreation
designed to highlight the sensitivity of key economic performance metrics, such as services increase by $9 million). Such a shock may be due to a change in preferences
jobs and value added, to generic variables that can be mapped to a range of potential by foreigners in favour of Australia Sport & Recreation services or it might be as a
levers that might be considered in an Industry Growth Plan. This will round out the result of better promotion of existing services in overseas markets. In the case of the
evidence base that can be drawn upon in the development of the Sports Industry latter driver it is important to note that we have not modelled any costs associated
Growth Plan by providing additional information about the quantitative importance of with achieving this outcome (e.g., promotion costs).
potential changes in producer behaviour and market structure.
The figure below shows that the increase in foreign demands for Sport & Recreation
The four scenarios that we have modelled are increases in: services boosts GDP in the short run by about 0.00008% (or around $1.6 million). The
same shock in the longer term has a negative impact on GDP. In the longer term
1. Foreign demands for Australian Sports & Recreation services;
aggregate employment is assumed not to respond to the shock (i.e., the baseline rate
2. Household demands for Australian Sports & Recreation services; of unemployment is at its equilibrium level and labour supply does not respond to the
shock). This means that the Sport & Recreation industry, which is relatively labour
3. Total factor productivity for the Australian Sports & Recreation industry; and a intensive, must displace labour from other industries in the economy. This process
4. Technology change that reduces the effective costs of inputs of Professional, bids up the price of labour, adversely impacting labour-intensive industries and cost-
Scientific & Technical services to the Australian Sports & Recreation industry. sensitive traded goods industries.
As these are illustrative simulations we have not sought to calibrate the size of the GDP Impact: Increase in foreign demand for Sport & Recreation services
shocks with reference to an actual event or planned outcome. Instead, a one per cent 0.00010%
shock has been assumed in each case so that the results can be interpreted as
Percentage Deviation from Baseline

elasticities and scaled to derive estimates for a broad range of events or outcomes 0.00005%
that might be contemplated. To assist with providing context for these elasticities we
relate the one per cent shocks to the relevant dollar values of the variables of interest. 0.00000%
Each scenario is simulated under two different assumptions about the economic -0.00005%
environment. The first is a short term economic environment where industry-specific
capital stocks do not respond to the shocks and there is sufficient slack in the labour -0.00010%
market so that real wages are not impacted. The alternative economic environment is
characterised as the long run with capital stocks free to respond and real wages -0.00015%
adjusting to clear the labour market with aggregate employment fixed.
-0.00020%
Simulation results for GDP are reported as percentage deviations from the baseline Short Run Long Run
while for employment we report the increment in FTE jobs relative to the baseline.
117
Economic modelling (cont.)

1. Increase in foreign demand (cont.)
Employment Impact: Increase in foreign demand for Sport & Recreation services
The adjacent figure shows the employment results by industry division. Employment
in the Sports & Recreation industry increases by 37 and 35 FTEs in the short run and
long run environments respectively. At the economy-wide level employment is
Other services
unchanged in the long run environment (by assumption) while aggregate employment
in the short run environment increases by 32 FTEs. Gambling
Sport & Rec.
The above analysis suggests that in developing a Sports Industry Growth Plan
Arts & Heritage
consideration must be given to the state of the labour market and to the value adding
capability of the Sports & Recreation industry relative to other Australian industries. Health care & social assist.
Other things equal, any effort to boost activity in this industry over the longer run Education & training
needs to be selective, identifying and emphasising the high value adding components Pub. Admin. & safety
of the industry. Simply increasing the size of the industry, in this scenario via export
Admin. & support serv.
growth, does not guarantee an overall benefit to the economy. Long Run
Prof., scientific & tech. serv.
Rental, hire & real est. serv.
Short Run
Fin., & insur., serv.
Info., media & telco.
Trans., post & storage
Accomm., & food serv.
Retail trade
Wholesale trade
Construction
Elec., gas, water & waste serv.
Manufacturing
Mining
Agric., for. & fish
-20 0 20 40
Number of FTE Jobs
118

2. Increase in demand by households environment where aggregate employment is constrained to not change. In the short
run environment the increase in aggregate employment of just over 500 FTEs is less
In this scenario we consider a one per cent increase in demand for Sport &
than the increase in FTEs for the Sport & Recreation industry.
Recreation services by Australian households. The initial impact of this shock is to
move the demand curve for Sport & Recreation services by households to the right by It is important to recognise that household expenditure on Sport & Recreation
the equivalent of around $103 million (i.e., other things equal household demands for services may have other flow-on benefits that we have not captured. These may
Sport & Recreation services increase by $103 million). Such a shock may be due to a include improved health and social outcomes, which may impact government
change in preferences by Australian households in favour of Sport & Recreation budgets, and labour productivity. The Sport & Recreation industry plays an important
services or it might be as a result of a push to increase participation in sport. In the role in society and its value will not be fully captured by narrow economic metrics.
case of the latter driver it is important to note that we have not modelled any costs Employment Impact: Increase in household demand for Sport & Recreation services
associated with achieving this outcome. In modelling this shock we have assumed
that the initial impact is for households to increase their spending on Sport & Other services
Recreation services by $103 million and to decrease their spending on other goods Gambling
and services by an equivalent amount. Sport & Rec.
The GDP results are summarised in the chart below. The importance of the assumed Arts & Heritage
economic environment is again apparent. In the short run environment GDP increases Health care & social assist.
by about 0.0013% (equivalent to around $25 million) but decreases by about 0.0024% Education & training
in the long run environment. The employment results in the adjacent chart show an Pub. Admin. & safety
increase of 614 and 548 FTEs for the Sport & Recreation industry in the short and Admin. & support serv.
long run environments respectively. The displacement effects are clear in the long run Prof., scientific & tech. serv. Long Run
GDP Impact: Increase in household demand for Sport & Recreation services
Fin., & insur., serv. Short Run
0.00150% Info., media & telco.
0.00100% Trans., post & storage

0.00050% Accomm., & food serv.
0.00000% Retail trade
-0.00050% Wholesale trade

Construction
-0.00100%
-0.00150%
Manufacturing
-0.00200%
Mining
-0.00250%
Agric., for. & fish
-0.00300%
-200 -100 0 100 200 300 400 500 600 700
Short Run Long Run
Number of FTE Jobs
119

3. Increase total factor productivity workers and other factors of production are required to produce the same output.
In this scenario we consider a one per cent increase in total factor productivity for the This simulation shows that some measures that may be contemplated by an Industry
Sport & Recreation industry. The initial impact of this shock is to reduce costs for the Growth Plan can have a positive impact on value added generated by the Sport &
Sport & Recreation industry by just over $63 million (i.e., other things equal it costs Recreation industry and by the economy as a whole but may result in fewer FTE jobs
the Sport & Recreation industry $63 million less to produce the same amount of in the industry (albeit high value adding jobs). Given that the productivity of the Sport
output). Such a shock may be due to a new technology, elimination of inefficiencies & Recreation industry is likely to be boosted by volunteer inputs, an insight from this
or an increase in volunteers. We have not modelled any costs associated with simulation is that any reduction in volunteers may reduce the industry’s productivity
achieving any of these outcomes. and value added but may increase the number of FTE jobs.
Employment Impact: Increase in Sport & Recreation industry TFP
The chart below shows that an increase in total factor productivity for the Sport &
Recreation industry increases GDP in both the short and long run environment ( i.e.,
Other services
0.005% and 0.007% respectively, which translates to around $95 million and $128
Gambling
million). Productivity improvements increase the economy’s resource base and unlike
demand shocks their primary impact is not displacement of resources from one Sport & Rec.
industry to another. Arts & Heritage

Health care & social assist.
The employment results in the adjacent chart show a decrease of 840 and 750 FTE
Education & training
jobs in the Sport & Recreation in the short and long run environments respectively. All
Pub. Admin. & safety
other industries increase employment. Despite the decrease in FTE jobs, real value
Admin. & support serv.
added generated by the Sport & Recreation industry increases. This is because
workers and other factors of production are more productive, meaning that fewer Prof., scientific & tech. serv.
GDP Impact: Increase in Sport & Recreation industry TFP Fin., & insur., serv.
0.00800% Trans., post & storage
0.00600% Retail trade

Long Run
Wholesale trade
0.00500%
Construction
0.00400% Short Run
0.00300% Manufacturing
0.00200% Mining
Agric., for. & fish
0.00100%
-1000 -800 -600 -400 -200 0 200 400
0.00000%
Short Run Long Run Number of FTE Jobs
120

4. Increase in technical efficiency of key input This simulation shows that new technologies can have a positive impact on value
added and employment for the Sport & Recreation industry and the economy as a
In this scenario we consider a one per cent increase in the technical efficiency of the
whole. Although we have not modelled any costs associated with the development
usage by the Sport & Recreation industry of inputs purchased from the Professional,
and adoption of any new technology we have also not considered any significant flow-
Scientific and Technical Services industry. The initial impact of this shock is to reduce
on impacts such as adoption of the technology by other industries or direct exports of
costs for the Sport & Recreation industry by just over $16 million (i.e., other things
the technology. These are issues that could be further explored in the context of
equal it costs the Sport & Recreation industry $16 million less to produce the same
developing an Industry Growth Plan.
amount of output). Such a shock may be due to a new technology developed by a
SportsTech business. We have not modelled any costs associated with developing
such a technology. Employment Impact: : Increase in technical efficiency of key input to Sport & Recreation industry
The chart below shows that technical efficiency improvement by the Sport &
Recreation industry increases GDP in both the short and long run environment ( i.e., Other services
0.0013% and 0.0006% respectively, which translates to around $25 million and $12 Gambling
million). The improvement in technical efficiency effectively increases the economy’s Sport & Rec.
resource base, which means that displacement effects are minimal. Arts & Heritage
The employment results in the adjacent chart show an increase of 43 and 38 FTE jobs Health care & social assist.
in the Sport & Recreation industry in the short and long run environments Education & training
respectively. All other industries increase employment apart from the Professional, Pub. Admin. & safety
Scientific and Technical Services industry, which sheds jobs because the Sport & Admin. & support serv.
Recreation industry produces each unit of its output with fewer inputs from the Prof., scientific & tech. serv.
Professional, Scientific and Technical Services industry. Rental, hire & real est. serv. Long Run
GDP Impact: Increase in technical efficiency of key input to Sport & Recreation industry Fin., & insur., serv.
Short Run
0.00140%
Trans., post & storage

Retail trade
0.00100%
Wholesale trade
0.00080% Construction
0.00060% Elec., gas, water & waste serv.

Manufacturing
0.00040%
Mining
0.00020% Agric., for. & fish
0.00000% -60 -40 -20 0 20 40 60

Short Run Long Run Number of FTE Jobs
121
Appendices
Appendix A: Additional detailed
methodology
Appendix B: Regional analysis
Appendix C: Industry reports
Appendices
Appendix A
Additional
detailed
methodology
• Theoretical framework
• Input-Output tables
• Income weighted employment
shares
• Household expenditure survey
• ABS industry and product
concordances
• Disaggregating IOIG 9101 (Sports
and Recreation)
• Attribution summary
• Horse racing activity
• Sales growth methodology
• Limitations
Appendix A: Additional detailed methodology
DISCUSSION includes a significant component of physical activity that contributes to physical
fitness. An added complexity with esports is that even if they are not included in the
The figure on the following page is designed to help navigate the difficult task of
Sports Industry on a stand-alone basis they may need to be considered in the context
delineating the Sports Industry. The core of the industry is built around engagement in
of being integral parts of the business activities of organisations that are clearly in the
physical activity associated with recreation and / or the attainment of physical fitness
Sports Industry. For example, AFL teams have esport teams as do major soccer clubs
(sports participation). Sports participation can be organised or non-organised and can
(e.g. Manchester City FC).
be competitive or non-competitive in nature. Competitive physical activities can be
done at different levels of competency and intensity ranging from amateur grass-roots INPUTS REQUIRED TO PRODUCE AND DELIVER FITNESS & RECREATION AND
participation to the elite professional level. CONTENT
OUTPUTS: FITNESS & RECREATION AND CONTENT To support and enable participants to engage in physical activity a diverse range of
goods and services are required as inputs. This ranges from the obvious inputs that
Participation in sport, regardless of the level of engagement, requires inputs of a
are necessary for participants to engage in the physical activity, such as:
range of goods and services, including facilities like grounds or courts, equipment and
apparel and footwear. At the grass-roots level significant inputs of volunteer labour ■ Fields, courts, gymnasiums and other venue; or
are required and financial support is provided by governments and / or sporting
■ Equipment, clothing and apparel.
organisations. As the level of engagement tends towards the elite and professional
levels the nature and sophistication of inputs requires changes. This includes paid Beyond these necessary inputs there are many other goods and services that support
coaches and support staff, analytics and sports-medicine to name a few. To support and / or enable the activities to be performed at the elite and professional level and to
this level of activity the content generated by engagement in physical activity at the be accessed by non-participants:
elite and professional level is packaged into commercial products that are sold to
businesses and consumers. Support by government through funding and / or ■ Development and operation of stadiums and arenas;
provision of infrastructure and amenities also occurs at this level, particularly in the ■ Management of sporting teams and individuals;
case of elite sport activities that are not commercially viable but where community
expectations are that the endeavour should be supported with public funding because ■ Media production and delivery;
of benefits associated with national pride and identity (e.g. Olympic events). ■ Event organisers;
DEGREE OF PHYSICAL ACTIVITY ■ Coaches and support staff;
One of the challenges in considering what physical activities (sports) qualify to be ■ Sports medicine, science and nutrition; and
included in the Sports Industry is that some candidate activities include a physical
component but are defined by the contribution of equipment (e.g. motor racing) or ■ Sports analytics.
animals (e.g. horse-racing, equestrian, rodeo). The physical requirements of the
These support and enabling activities in turn give rise to demands for inputs from
athletes competing in these activities and the fact that they are generally recognised
other industries. For example, the education and training industry provides courses
as sports means that they should be included as part of the Sports Industry. This
and conducts research that is crucial to the provision of inputs that support and
raises the issue of esports and whether they should be included. For many esports
enable physical activities at the elite levels.
physical dexterity is an important attribute for players and at the elite level training
124
Sport Participation
Non-organised Organised
General
School Non-school
Production
Non-competitive Competitive
Goods & Services

Inputs
Amateur/Non-elite Elite & Professional
Sport-specific
Fitness & recreation Content

Product
Sport-dependent
Experience Events Media Gambling
Physical & Mental Social & Community National

Entertainment
Health Benefits Identity/Pride
125
Attribution: Input-Output tables

OVERVIEW 0113 classification that should be included (i.e. the sport specific component) can be
safely assumed to show up in sales to Sport and Recreation within the tables (i.e. to
The main source of information for attribution is the Input-Output (I-O) tables. I-O
IOIG 9101). As a result, the sales to 9101 as a proportion of overall sales within Other
tables are part of the Australian national accounts, complementing the quarterly and
Agriculture (i.e., the share of total sales that are sports-related) was used to apportion
annual series of national income, expenditure and product aggregates. The tables
a component of that industry group to the Sports Operations segment.
provide detailed information about the supply and use of products in the Australian
economy, and the structure of and inter–relationships between Australian industries. The table below summarises this attribution methodology.
If it can be safely assumed that all of the sport specific component of a given industry A B C D E F G I
appears as sales to Sport and Recreation within the I-O tables (i.e. to IOIG 9101), the Sports and
proportion of that industry’s total sales that are sales to Sports and Recreation are recreation
Rest of Total
Sports-
Sports-related
(excl. Horse Total related
used to derive the share of that industry’s value-add that is associated with Sports Use and Dog
industry industry Final uses
supply ($m) share of
Value add share of value
Supply groups uses ($m) ($m) ($m) add ($m)
and Recreation activity. racing,
($m) (A + B)
(C + D) total supply
(F*G)
Amusement) (A/E)
($m)
WHY USE INPUT OUTPUT TABLES?
0103 Other
122 17 030 17 188 11 391 28 579 0.4% 14 060 $60m
Robust attribution: The I-O table is a powerful tool that recognises the upstream and Agriculture
downstream linkages with the rest of the economy of businesses engaged in sports
DETAILED INPUT-OUTPUT TABLES (PRODUCT DETAILS)
participation.
The ABS publishes a version of the I-O tables with information on supply and use by
Recognition of international trade: The I-O tables distinguish between imported and
detailed product item based on the Input-Output Product Classification (IOPC). The
exported goods, providing an understanding of the magnitude of international linkages
IOPC is an industry-of-origin product classification, specifically developed for the
with the domestic Sports Industry.
compilation and application of Australian I-O tables. The product detail I-O tables break
DISAGGREGATION OF IOIG 9101 REQUIRED down the total sales of each IOPG into its IOPC components (i.e., product sales
A limitation of the I-O tables is that IOIG 9101 Sport and Recreation also includes two shares).
ANSZIC industry classes related to horse and dog racing (9121 Horse and Dog Racing These tables can be used to attribute sports-related IOPC activity to a given IOPG
Administration and Track Operation and 9129 Other Horse and Dog Racing Activities) (and by association, IOIG). In practice, these tables proved only partially useful in one
and two other ANSZIC industry classes related to amusement (9131 Amusement instance (when attributing ticket sales activity to IOPG 7210 Employment, Travel
Parks and Centres Operation and Amusement and 9139 Other Recreational Activities Agency and Other Administrative Services). Not many IOPC’s are strictly sports
n.e.c.). To ensure that the Sports Industry is sized in line with the definition of sport related (requiring further research to attribute sports-related activity) and for some
for the purpose of this report, activity tied to these industries was excluded from IOIG IOPC’s no sales data was published due to its unreliability.
9101. The methodology for disaggregating IOIG 9101 into its various components and
The detailed tables were used to ensure that the results of a sales-share driven
stripping out activity relating to horse, dog and amusement is detailed in Appendix B.
attribution approach would not materially differ from the preferred methodology of
EXAMPLE using income-weighted employment shares to isolate sports-related activity within an
IOIG. Income-weighted employment shares are preferred because wages are more
Within the Sports Operations segment sits the ANZSIC class 0113 Turf Growing,
closely related to the measurement of value add (the measurement of an industry’s
which maps to IOIG 0103 Other Agriculture. Given the nature of that activity, all of the
contribution to GDP) than sales.
126
Income weighted employment shares

OVERVIEW Employment and Income in IOIG 2302 Ships and Boat Manufacturing
If an ANZSIC class within IOIG identified as being sports-related is well defined (e.g., 6000 Shipbuilding and Repair Services
boat builders, sports coaches), an income-weighted employment share (out of total
Reference units
Boatbuilding and Repair Services
employment within the IOIG) is applied to estimate the portion of activity within the 4000
IOIG that represents sport related activity.
Employment shares are weighted on the basis of income levels to avoid over or under 2000
estimating the dependence of the identified IOIG on Sport and Recreation. A worker’s
income is generally a reflection of a worker’s output. By weighting an ANZSIC class’ 0
employment share for its share of total income, the fact that some workers are more Employed (FTE) Average weekly income ($)
productive (in an economic sense) than others is accounted for.
On the economic theory-based assumption that wages are a reflection of a worker’s
DERIVING INCOME WEIGHTED EMPLOYMENT SHARES output, it would be inappropriate to attribute activity in IOIG 2302 tied to Sports and
The ABS Census provides information on total employment and weekly income for Recreation on the basis of Boat builder's share of employment in the IOIG (45%).
each ANZSIC class. In order to derive an income-weighted employment share for Wages, and therefore value added by this sector, are predominately driven by
each ANZSIC class within each IOIG some adjustments to the Census data are Shipbuilding and Repair Services and this attribution method needs to reflect this to
required. avoid overstating the dependence of this industry on Sports and Recreation.
Firstly the number of Full Time Employees (FTE) in each ANZSIC class had to be After weighting the employment shares for income shares, the final income weighted
calculated by taking a weighted sum of full-time employees, part-time employees and employment share for Boatbuilding and Repair Services becomes 35% (down from a
those employed but away from work. The average income for each ANZSIC class was non-weighted employment share of 45%).
calculated by converting the reported income brackets (i.e. $800-999, $1,000-1,249 COMPLEMENTS INDUSTRY REPORTS/SECONDARY RESEARCH
etc.) to their respective mid-points and then averaging based on the distribution of
responses. For the purpose of this project, income weighted employment shares alone are often
not useful because it is uncommon for an ANZSIC class to solely capture sport-related
Finally, each ANZSIC class’ share of total employment in its parent IOIG was adjusted activity. However, the income weighted employment shares are a useful tool for
for the average income tied to that class relative to other classes contained within the disaggregating an IOIG into its ANZSIC class components. Once activity in a given
IOIG. ANZSIC class is isolated, secondary research (i.e., detailed industry reports at the
EXAMPLE OF APPLICATION ANZSIC class level) was utilised to isolate the sports-related activity within an ANZSIC
class.
Boatbuilding and repair services represent 45% of employment in IOIG 2302 Ships
and Boat Manufacturing, but earn just 39% of the total income generated by both For example, an industry report on Boatbuilding and Repair Services revealed that
Boat builders and Ship builders. 37.5% of activity in this ANZSIC class was related to ‘small vessels’ (e.g., sports-
related vessels such as canoes and rowing boats). By using the income weighted
employment share in conjunction with the industry report finding, the sports-related
component of IOIG 2302 Ships and Boat Manufacturing can be isolated.
127
HES survey & ABS industry and product concordances

OVERVIEW IOPG Weight Household Expenditure Classification (HEC)
1306 Footwear 7% Childrens and infants footwear
The ABS Household Expenditure Survey (HES) (cat. no. 6530.0) collects detailed
Manufacturing
information about Australian household spending and is collected jointly with the 19% Clothing nfd
Survey of Income and Housing, which collects data about household income, assets, 32% Footwear nfd
liabilities and other household characteristics, such as tenure type. 8% Mens footwear
Table 40 of the Australian National Accounts: Input-Output Tables maps Input-Output 8% Other miscellaneous goods nec
Product Groups (IOPG) to Household Expenditure Classification (HEC) items 6% Sports equipment
(equivalent to the list of expenditure items provided in the HES). Whilst this mapping 20% Women's footwear
is available alongside each release of the I-O tables, the 2008-09 release of the
Sum 100%
National Accounts (cat. no. 5209.0.55.001) was the last publication to include weights
alongside the mapping of HEC items to corresponding IOPG’s. These weights are METHOD 2 - NO WEIGHTS EXIST
useful for the task of attributing a given industry’s reliance on Sports and Recreation.
If the 2008-09 ABS Concordances do not include weights for the sports-related item
EXAMPLE identified in the 2015-16 HES (i.e., the item was not included in the 2008-09 HES,
Sports-related equipment and apparel was identified as an important segment of the therefore no weights are available) an alternative method is followed. The proportion
Sports Industry. Within this segment belongs IOIG 1306 Footwear Manufacturing, of total household expenditure on an IOPG (taken at purchasers prices from the Input-
which includes ANZSIC class 1352 Footwear Manufacturing. Output tables) represented by the estimated total household expenditure on the
sports-related item tied to that IOPG (provided in the HES) is calculated and assumed
It is likely that not all of this IOIG’s sport related activity is captured as sales to IOIG to represent the portion of industry activity tied to the production of the sports-related
9101 Sports and Recreation. It is more probable that this industry’s sales are item.
predominately to wholesale, retail and household sectors; therefore activity cannot
simply be attributed according the Input-Output tables. Further, employment shares EXAMPLE
cannot be utilised because all of the employment in ANZSIC 1352 cannot be wholly Household expenditure on Wearable Fitness Tech (based on the 2015-16 HES) scales
attributed to sports-related goods. Inspection of Table 40 of the 2008-09 Australian up to around $11m of total household expenditure (nationally) on this product.
National Accounts: Input-Output Tables reveals that, of all of the items captured According to the IOIG to HES Classification mapping, Wearable Fitness Tech belongs
within IOPG 1306 Footwear Manufacturing, sports equipment represents 6% (see to Professional, Scientific, Computer and Electronic Equipment Manufacturing.
table at right). Thus it is assumed that 6% of activity in IOPG 1306, and by association
IOIG 1306, is linked to the Sports Industry. According to Table 4 of the Input-Output tables, total household expenditure (at
purchasers prices) on Professional, Scientific, Computer and Electronic Equipment
Manufacturing in 2016-17 was $22,889m. The proxy value for the amount of activity
within the Professional, Scientific, Computer and Electronic Equipment Manufacturing
industry tied to the production of Wearable Fitness Tech is therefore 0.05% ($11m
out of $22,889m).
128
Disaggregating IOIG 9101 Sports and Recreation

OVERVIEW Recreation expenses (see below). The share of total expenses was chosen as a proxy
for share of total industry activity because a close comparison (relative to other
The eight ANZSIC industry classes identified by the ABS as part of Input-Output
indicators such as income or employment shares) can be drawn between a particular
Industry Group (IOIG) 9101, Sports and Recreation are:
industry’s expenses and information relating to that industry’s cost structure
■ 9111 Health and Fitness Centres and Gymnasia Operation contained within our main source of information, the Input-Output table. Note: value-
■ 9112 Sports and Physical Recreation Clubs and Sports Professionals add shares, instead of expense shares, were used to split value-add figures in the
■ 9113 Sports and Physical Recreation Venues, Grounds and Facilities Operation Input-Output tables according to the same methodology described here for costs.
■ 9114 Sports and Physical Recreation Administrative Service Share of total Sports and Recreation activity expenses
■ 9121 Horse and Dog Racing Administration and Track Operation
■ 9129 Other Horse and Dog Racing Activities 911 Sports and physicial recreation activities
■ 9131 Amusement Parks and Centres Operation 912 Horse and dog racing activities
■ 9139 Amusement and Other Recreational Activities n.e.c. 913 Amusement and other recreation activites
IOIG 9101 Sport and Recreation includes two ANSZIC industry classes related to 68.0%
horse and dog racing (i.e., 9121and 9129) and two other ANSZIC industry classes 20.0%
(9131 Amusement Parks and Centres Operation and 9139 Amusement and Other
Recreational Activities n.e.c.). Application of our methodology would clearly exclude
industry classes 9131 and 9139 and the dog racing components of industry classes
9121 and 9129 from the Sports Industry. 12.0%
A number of methodological steps were taken to strip out activities belonging to
Amusement and Dog Racing from IOIG 9101. These steps are outlined below. At this point 12% of activity in IOIG 9101 can be disregarded on the assumption that
it is associated with Amusement and other Recreation Activities. Next, a
DISAGGREGATION METHODOLOGY – STEP ONE methodology had to be devised for isolating horse racing activity from the 20% of
The ABS Arts and Recreation Services data cube, published in the 2014-15 issue of Sports and Recreation activity tied to horse and dog racing. This methodology is
Australian Industry (cat. no. 8155.0) provides a breakdown of various operational outlined below.
metrics (e.g., income, expenses and wages etc.) for ANZSIC sub divisions of interest: DISAGGREGATION METHODOLOGY – STEP TWO
■ 911 Sports and Physical Recreation Activities (covering ANZSIC classes 9111, Each financial year Racing Australia publishes 'A guide to the racing industry in
9112 and 9113); Australia‘. The latest guide (2017-18) includes estimates on the total amount of
■ 912 Horse and Dog Racing Activities (covering ANZSIC classes 9121 and 9129); gambling revenue generated by thoroughbred, harness and dog racing respectively.
■ 913 Amusement and Other Recreational Activities (covering ANZSIC classes We use the share of total gambling turnover amongst these three activities as a way
9131 and 9139). of splitting dog racing from the horse racing and harness racing industry. We consider
With this information we were able to derive a sensible split of activity amongst each this a reasonable assumption given the dependence of these sectors on gambling
Sports and Recreation ANZSIC sub division according to its share of total Sports and revenue.
129
Disaggregating IOIG 9101 Sports and Recreation (Cont.)

DISAGGREGATION METHODOLOGY – STEP TWO (Cont.) DISAGGREGATION METHODOLOGY – STEP THREE
The figure below shows the share of gambling revenue between thoroughbred, A reasonable methodology for stripping Amusement and Dog Racing activities out of
harness and greyhound racing in 2017/18. the Sports and Recreation IOIG has been derived. In the absence of further
Share of total gambling turnover 2017/18 ($24bn) information, it is assumed that 68% of the cost structure contained within the Sports
and Recreation IOIG column of the Input-Output table is tied to our definition of the
13.0% Sports Industry, a further 17% is tied to Horse racing activity (quarantined for further
7.0% analysis) and 15% is disregarded on the basis that it is activity not defined as sport.
68.0% The application of this disaggregation methodology to the Input-Output table was
20.0% refined to account for the fact that not all industries supply activities within the Sports
and Recreation IOIG in equal proportions. For example, it would be unrealistic to
assume that the Veterinary Pharmaceutical and Medicinal Product Manufacturing
80.0% industry is supplying 68% of its product to (human) Sports and Physical Recreation
12.0%
activities or 12% to Amusement Activities. The table below provides an overview of
911 Sport and physical recreation activities Thoroughbred racing the application of the disaggregation methodology to the IOIG data, stating four
912 Horse and dog racing activities Harness racing
identified industries where inputs of judgement were required to derive sensible
splits. Alternative disaggregation methodologies were not considered for industries
913 Amusement and other recreation activities Greyhound racing
with no relevance to the Sports Industry.
By apportioning the total expenses recorded by the Horse and Dog Racing industry to
the thoroughbred, harness and greyhound industries, according to the share of Share of IOIG 9101 Sports and Recreation
912
gambling turnover in the thoroughbred, harness and greyhound racing activities, dog 911 Sports
912 Horse 912 Harness
Greyhound
913 Amusement
Supplying Industry racing racing and other recreation Sum
racing activity can be isolated (see below). Dog Racing activities are estimated to and Rec -
activities activities
racing
activities
activities
represent a relatively small portion of the Sports and Recreation IOIG (3%). 0102 Poultry and Other
Detailed share of total Sports and Recreation Activity expenses Livestock (e.g., Horse 0.0% 92.2% 7.8% 0.0% 0.0% 100.0%
Farming)
0103 Other Agriculture
77.5% 18.0% 1.5% 3.0% 0.0% 100.0%
(e.g., Turf Growing)
1802 Veterinary
Pharmaceutical and
0.0% 79.9% 6.7% 13.3% 0.0% 100.0%
68.0% 911 Sports and physicial recreation activities
Medicinal Product
Manufacturing
16.0% 912 Horse racing activities 2302 Ships and Boat

100.0% 0.0% 0.0% 0.0% 0.0% 100.0%
Manufacturing
912 Harness racing activities
3.0%
1.0% 912 Greyhound racing activities Rest of the industries
68% 16% 1% 3% 12% 100.0%
considered in scope
913 Amusement and other recreation activites
Note: The portion of activity removed from a sub group is shared across the remaining sub groups according to the ratio of use-
12.0% of-inputs by the remaining sub groups.
130
Attribution summary
Sports operations Attribution Sports medicine Attribution Equipment and apparel Attribution
0103 Other Agriculture 8401 Health Care Services 1305 Clothing Manufacturing
0113 Turf Growing 17.8% 8512 Specialist Medical Services - 1351 Clothing Manufacturing -
2302 Ships and Boat Manufacturing 8533 Physiotherapy Services 13.0% 1306 Footwear Manufacturing
2392 Boatbuilding and Repair Services 37.5% 8534 Chiropractic and Osteopathic Services - 1352 Footwear Manufacturing 5.9%
6901 Professional, Scientific and Technical Services 8539 Other Allied Health Services - 2502 Other Manufactured Products
6910 Scientific Research Services 2592 Toy, Sporting and Recreational Product Manufacturing 53%
6921 Architectural Services 3301 Wholesale Trade
6923 Engineering Design and Engineering Consulting Media Attribution
3734 Toy and Sporting Goods Wholesaling 50%
Services 5401 Publishing (except Internet and Music Publishing) 3901 Retail Trade
6940 Advertising Services 5412 Magazine and Other Periodical Publishing - 4241 Sport and Camping Equipment Retailing 82.9%
6950 Market Research and Statistical Services 0.5% 5501 Motion Picture and Sound Recording 6601 Rental and Hiring Services (except Real Estate)
6962 Management Advice and Related Consulting Services
6970 Veterinary Services 5511 Motion Picture and Video Production 15.7% 6639 Other Goods and Equipment Rental and Hiring n.e.c. 2.6%
6991 Professional Photographic Services 5512 Motion Picture and Video Distribution -
6999 Other Professional, Scientific and Technical Services 5601 Broadcasting (except Internet) Sports Tech Attribution
n.e.c. 5610 Radio Broadcasting -
2401 Professional, Scientific, Computer and Electronic Equipment
8210 Arts, Sports, Adult and other Education Services (including 5621 Free-to-Air Television Broadcasting 30.2%
Manufacturing
Community Education) 5622 Cable and Other Subscription Broadcasting 29.2%
8211 Sports and Physical Recreation Instruction 100% 2412 Medical and Surgical Equipment Manufacturing -
5701 Internet Service Providers, Internet Publishing and
9101 Sports and Recreation Broadcasting, Websearch Portals and Data Processing 2419 Other Professional and Scientific Equipment
0.2%
9111 Health and Fitness Centres and Gymnasia Operation 100% 5700 Internet Publishing and Broadcasting - Manufacturing
9112 Sports and Physical Recreation Clubs and Sports 5921 Data Processing and Web Hosting Services - 2429 Other Electronic Equipment Manufacturing -
100% 5401 Publishing (except Internet and Music Publishing)
Professionals
9114 Sports and Physical Recreation Administrative Service 100% 5420 Software Publishing -
Education Attribution
9501 Personal Services
8010 Primary and Secondary Education Services (including Pre-
9539 Other Personal Services n.e.c. 29.7% Nutrition and supplements Attribution
Schools and Special Schools)
8021 Primary Education 3.3% 1109 Other Food Product Manufacturing
Events, venues and facilities Attribution 8022 Secondary Education 9.2% 1199 Other Food Product Manufacturing n.e.c. 2.1%
8023 Combined Primary and Secondary Education 6.3% 1801 Human Pharmaceutical and Medicinal Product Manufacturing
7210 Employment, Travel Agency and Other Administrative
8110 Technical, Vocational and Tertiary Education Services 1841 Human Pharmaceutical and Medicinal Product
Services 1.3%
(including undergraduate and postgraduate) Manufacturing
7299 Other Administrative Services n.e.c. 6.9%
8101 Technical and Vocational Education and Training 4.2% 3301 Wholesale Trade
8102 Higher Education 2.3% 3609 Other Grocery Wholesaling -
9113 Sports and Physical Recreation Venues, Grounds and
100% 3901 Retail Trade
Facilities Operation
4129 Other Specialised Food Retailing 2.9%
Gambling Attribution
9201 Gambling
9209 Other Gambling Activities 20%
131
Horse racing activity

OVERVIEW
As discussed previously, economic activity tied to horse racing (specifically, horse
racing activities and harness racing activities) has been quarantined for separate
analysis. This section of the report presents an overview of the findings from the
additional analysis. These findings are in addition to the results of the main Sports
Industry analysis presented earlier in this report.
RESULTS Sales Value Added Employment Value add per Worker
The table below summarises the IOIG groups associated with horse racing activity
along with their associated key metrics providing insight into the contribution and
significance of the IOIG to the horse racing industry.
$7,112m $1,865m 14,465 FTE $129k per year
% Attributed to Total sports Domestic Domestic prod. Value added by Horse racing
horse racing related sales production and domestic cons. horse racing related jobs (FTE)
0102 Poultry and Other Livestock 0.91% $76m $74m $2m $2m $72m $50m 106
0103 Other Agriculture 0.11% $31m $29m $1m $2m $27m $15m 52
1302 Tanned Leather, Dressed Fur

1.56% $54m $19m $35m $16m $3m $4 16
and Leather Product Manufacturing
1802 Veterinary Pharmaceutical and

23.35% $910m $177m $733m $177m $0m $53m 108
Medicinal Product Manufacturing
6901 Professional, Scientific and

0.13% $280m $267m $12m $10m $257m $115m 649
Technical Services
9101 Sports and Recreation (horse

100% $3,069m $2,922m $147m $122m $2,800m $600m 7,740
racing activity only)
9201 Gambling 25.05% $2,693m $2,524m $169m $110m $2,414m $1,028m 5,794
Total $7,112m $6,012m $1,100m $438m $5,575m $1,865m 14,465
132
Sales growth methodology

GROWTH IN SALES BY SEGMENT Labour Economic
market activity
Given the importance of employment shares in attributing economic activity in
the National Accounts to the Sports Industry, a time series analysis must be
cognisant of a changing labour market over time. Sports-specific
ANZSIC Class Sports-related
Where KPMG has examined growth in the Sports Industry and its segments the Industry
analysis has been conducted using the 2011 Census combined with the 2012/13 9111 Health and
National Accounts (the closest available National Accounts publication to the Fitness Centres
Multiplied
9101 Sports and
and Gymnasia Recreation Equals Sports-related
2011 Census) and the 2016 Census combined with the 2016/17 National by
Operation Sales
Accounts publication. By following this methodology, KPMG’s estimated growth
Sales (2016/17)
figures consider changes in employment and income shares as well as general Income-weighted
growth in economic activity. The figure to the right aims to visualise this Employment
methodology using an example in a simple framework. Share 2016/17 National
Accounts
An alternative approach would be to keep income and employment shares fixed ABS 2016 Census
(i.e. a fixed labour market assumption), whilst analysing changes in economic
activity only. The downside of this approach is that a fixed labour market Sales
assumption is likely to become increasingly tenuous over longer periods of time Growth
(i.e., the further the year of the National Accounts publication departs from the
year of the Census). Sports-specific
ANZSIC Class Sports-related
For replication of KPMG’s methodology across National Account publication Industry
releases in-between Census years a fixed labour market can be assumed, or the 9111 Health and
ABS Labour Force survey can be used to approximate changes in sport-specific Fitness Centres
Multiplied
9101 Sports and
and Gymnasia Recreation Equals Sports-related
employment by examining labour movements across industries at the 1 digit by
Operation Sales
ANZSIC level. Regularly published labour force and income data at the 4-digit
Sales (2012/13)
ANSZIC class level, as utilised in this study, is not publically available outside of Income-weighted
the Census publications. Employment
Share 2012/13 National
Accounts
ABS 2011 Census
133
Limitations
ATTRIBUTION METHODS ARE ROBUST, FINDINGS ARE ESTIMATES ONLY activity/product, aka. IOPG).
In the absence of costly detailed business surveys covering very large nation-wide This assumption could result in an overestimation of the sports-related economic
sample sizes, attributing sports-related economic activity to industry groups is activity attributed to a given industry, if it is the case that the observed sales activity
necessarily a best-estimate exercise. KPMG has undergone this process following a recorded against an IOPG is enabled via the production efforts of multiple industries
robust and transparent methodology, within the confines of the National Accounts (activity which, in any case, is not revealed in Table 2). Analysis of the diagonal
framework published by the ABS. KPMG’s estimates are likely to be on the elements in Table 1 of the National Accounts, Australian production by product group
conservative-side given that a great deal of activity known or assumed to be sport- by industry, reveals that KPMG’s assumption is reasonable. The large majority of
related could not be isolated and extracted from the available data in a robust fashion, IOIG’s identified as being sports-related produce between 90 and 100% of the
and was excluded on this basis. industry’s corresponding IOPG. The IOIG’s with weaker links to a specific IOPG are
SEGMENTATION PROCESS IS DESIGNED TO AVOID DOUBLE COUNTING the manufacturing, wholesaling and retail IOIGs (60-70% of goods are produced by
these IOIG’s relate to their corresponding IOPG). Activity in these IOIG’s is
A key priority of the segmentation process was to ensure that activity was not double
notoriously challenging to isolate due to the nature of the product/good. For example,
counted across multiple segments (to avoid an inflated estimate of the size of the
the manufacturing industry produces many different types of products (i.e., activity is
Sports Industry). This meant that activity attributed to certain segments could belong
spread across multiple product groups) and an interrelationship exists between these
to other segments, and vice versa. Sports Technology is a good example of a
particular industries (e.g., wholesale markets and retail markets represent marginal
segment where activity known to fall under the ‘Sports Technology’ umbrella term is
activity along the broad supply chain).
likely to be captured elsewhere (e.g., sports-related professional services are captured
in the Sports Operations segment; and sports-related wearable technology is likely INCOME-WEIGHTED EMPLOYMENT SHARES ARE CALCULATED AT A FIXED
captured in the Equipment and Apparel segment). POINT IN TIME
PERCENTAGES OBTAINED FROM INDUSTRY REPORTS MAY NOT BE When using income-weighted employment shares to disaggregate economic activity
REPRODUCIBLE from the IOIG level to the ANZSIC class level, KPMG has assumed that i) the share of
employment across ANZSIC classes and ii) average incomes across ANZSIC classes
KPMG has drawn on secondary research to fill information gaps that arose during the
has not materially changed since this data was collected by the ABS on Census night.
attribution process. Industry reports provide granular detail on the shares of activity
Note that where KPMG has examined growth in the Sports Industry and its segments
types associated with ANZSIC classes. These shares are not reproducible and would,
the analysis has been conducted using the 2011 Census combined with the 2012/13
in the absence of further research, be fixed over time. Findings from these industry
National Accounts (the closest available National Accounts publication to the 2011
reports are provided in Appendix C.
Census) and the 2016 Census combined with the 2016/17 National Accounts
CORRESPONDENCE BETWEEN INPUT-OUTPUT PRODUCT GROUPS AND publication. Therefore, KPMG’s growth figures consider changes in employment and
INPUT-OUTPUT INDUSTRY GROUPS income shares as well as general growth in economic activity. An alternative approach
Information contained within the Australian National Accounts, Input-Output Tables, would be to keep income and employment shares fixed (i.e. a fixed labour market
Table 2 shows input by Input-Output Industry Group (IOIG) and final use category and assumption), whilst analysing changes in economic activity only. The downside of this
imports by Input-Output Product Group (IOPG). When analysing the linkages between approach is that a fixed labour market assumption is likely to become increasingly
industries in the Input-Output framework using Table 2, KPMG has implicitly assumed tenuous over longer periods of time (i.e., the further the year of the National Accounts
that the sales activity tied to an IOPG is wholly produced by the IOPG’s corresponding publication departs from the year of the Census).
IOIG (IOIG’s are classified by the ABS on the basis of that industry group’s dominant
134
Appendices
Appendix B
Regional Sports-related sales
analysis
Sports-related jobs (full
time equivalent)
$240m
This section details the approach 1,010
and findings from the analysis of the $6,100m
Sports Industry by State and 25,350
Territory. $2,970m
13,020
$1,900m
7,930
$10,440m
40,160
$620m
$9,330m 2,820
35,790
$550m
2,370
Regional analysis
SPORTS-RELATED ECONOMIC ACTIVITY BY STATE AND TERRITORY Share of sports-related value add by state and territory
Using ABS Census employment shares at the 4-digit ANZSIC level KPMG has estimated the
value of the Sports Industry to each Australian State and Territory.
ACT NT TAS
SA
Sport-related economic activity captured by KPMG’s analysis at the national level has been 2% 1% 2%
6%
apportioned to regions based on each region’s share of employment in each sport-related 4-
digit ANZSIC Class. This methodology allows sport-related activity to be directly attributed to WA
the regions that are responsible for producing that activity. Findings from this detailed method 9%
are more reliable than simply apportioning aggregate sports-related activity to regions based VIC
on employment shares at less granular industry classifications (e.g., according to a 1-digit 28%
ANZSIC level).
The adjacent chart highlights the share of total sports related value add, broken down by state
and territory. This outlines that the majority of Sports Industry value add and employment
occurs in New South Wales (33% of value add), followed by Victoria (28% of value add)
followed by Queensland (19% of value add).
The table below summarises the findings of the regional analysis, outlining the sports related QLD
value add and sports related full-time equivalent jobs by state and territory. This is further 19%
disaggregated by segment later in this appendix.
Sports-related Sports-related Sports-related

State / Territory sales value add FTEs
New South Wales $10,440m $4,670m 40,160

Victoria $9,330m $4,090m 35,790
NSW
Queensland $6,100m $2,760m 25,350
33%
Western Australia $2,970m $1,350m 13,020
South Australia $1,900m $850m 7,930
Australian Capital Territory $620m $290m 2,820
Tasmania $550m $250m 2,370
Northern Territory $240m $115m 1,010
Note: values are rounded throughout.

136
Regional analysis (cont.)

RELATIVE SPORTS-RELATED ECONOMIC ACTIVITY BY STATE AND TERRITORY Sports-related jobs as a share of total workforce by region, 2016/17
The analysis on the previous page showed the absolute level of sales, value add and ACT 1.5%
employment by the Sports Industry across States and Territories. The analysis
presented here adjusts for the difference in the size of the population and the size of VIC 1.7%
the labour force across each state and territory to gain a sense of relativity across
NSW 1.5%
regions.
After adjusting for each region’s population size, the ACT appears as the region with QLD 1.5%
the highest sports-related sales per capita ($1,511 per person) despite being 6th
WA 1.4%
overall in absolute sales terms. KPMG’s prior examination of children’s participation in
sport found clear evidence of the relationship between household income and sports SA 1.4%
participation, which could explain why the ACT, which has Australia’s highest level of
average full-time earnings (ABS cat. no. 6302) has such high sales of sports-related TAS 1.5%
goods and services.
NT 1.1%
In terms of labour force, Victoria has the highest proportion of sports-related
employees in its workforce (1.7%), Northern Territory has the lowest (1.1%). When 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4% 1.6% 1.8%
using value add per worker as an indicator of productivity, sports-related workers in
New South Wales, Victoria and the Northern Territory appear as the most productive Sports-related value add per worker by region, 2016/17
regions.
ACT $103,747
Sports-related sales per capita by region, 2016/17
ACT $1,511 VIC $114,331
VIC $1,476
NSW $116,294
NSW $1,327
QLD $108,771
QLD $1,238
WA $103,609
WA $1,154
SA $1,104 SA $107,403
TAS $1,055 TAS $104,449
NT $975
NT $114,416
$- $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600
$95,000 $100,000 $105,000 $110,000 $115,000 $120,000
137

SPORTS-RELATED SEGMENT VALUE ADD BY STATE AND TERRITORY
The chart below highlights the absolute size of value add for each segment within the Sports Industry, across Australia’s regions. This analysis allows for a side-by-side
comparison of the magnitude of economic activity within each sports segment across regions. The analyses on the following pages adjust for the difference in the size of
economies across regions by first analysing the importance of each segment to each region, then the importance of each region to each segment.
Value add within each sports segment by region

NSW VIC QLD SA WA TAS NT ACT
$1,800
$1,600
$1,400
Value add (million)
$1,200
$1,000
$800
$600
$400
$200
$0
Education and training Equipment and apparel Events, venues and Media Nutrition and Sports medicine and Sports operations Sports Tech Gambling
facilities supplements science
NOTE: State and Territory values have been estimated by KPMG using ABS Census employment shares at the 4-digit ANZSIC level. Sport-related economic activity captured by KPMG’s analysis at the national level has been
apportioned to regions based on their shares of employment in each ANZSIC class deemed sport-related.
138

BREAKDOWN OF STATE AND TERRITORY SPORTS INDUSTRY SALES, BY PROPORTION OF SALES BY SEGMENT
The chart below highlights the importance of each sports segment to each region’s Sports Industry. For example, compared to other regions the ACT has the highest
proportion of sports operations activity within its Sports Industry (46% of Sports Industry sales in the ACT are attributed to the sports operations segment). Compared to other
states / territories, the NT has the highest proportion of education and gambling activity within its Sports Industry.
Segment-specific share of value add by region
Sports operations Education and training Equipment and apparel Media Events, venues and facilities Gambling Sports medicine and science Nutrition and supplements
ACT 46% 26% 8% 11% 7%
NT 33% 32% 7% 12% 9% 6%
TAS 39% 30% 9% 8% 10%
WA 40% 28% 10% 6% 12%
SA 39% 29% 11% 7% 10%
QLD 40% 27% 11% 9% 10%
VIC 41% 23% 13% 8% 11%
NSW 34% 23% 10% 17% 11%
Australia 38% 25% 11% 11% 11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The Sports Technology segment has been excluded from this analysis due to lack of data.
139

BREAKDOWN OF SEGMENT SALES, BY PROPORTION OF SALES BY STATE AND TERRITORY
The chart below highlights the importance of each region to each Sports Industry segment. For example, NSW contributes approximately half of all sports-related value add in
the Media segment (51%).
Region specific share of value add by segment

NSW VIC QLD SA WA TAS NT ACT
Sports Industry (Total) 32% 28% 19% 6% 9%
Gambling 35% 30% 19% 4% 8%
Sports operations 29% 31% 20% 6% 10%
Sports medicine and

31% 27% 19% 8% 11%
science
Nutrition and
36% 33% 16% 6% 6.3%
supplements
Media 51% 20% 16% 4% 5%
Events, venues and

33% 29% 18% 6% 11%
facilities
Equipment and apparel 31% 33% 19% 6% 9%
Education and training 30% 27% 21% 7% 10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The Sports Technology segment has been excluded from this analysis due to lack of data.
140
Appendices
Appendix C
Industry
reports Source code
IR 1
IR 2
IR 3
Report name
C2392 - Boatbuilding and Repair Services
S9539 - Babysitting and Other Personal Services
Staff in Australia’s Schools 2013: Main Report on the Survey

Source
IBISWorld (Nov, 2018)
IBISWorld (June, 2019)
Australian Council for Educational Research (April, 2014)
IR 4 NCVER Statistics National Centre for Vocational Education Research (2018)
IR 5 Department of Education and Training Statistics Department of Education and Training (2018)
This appendix details the industry IR 6 Q8533 - Physiotherapy Services IBISWorld (Feb, 2019)
reports used during the attribution IR 7 J5511 - Motion Picture and Video Production IBISWorld (March, 2019)
process for each segment. IR 8 J5621 - Free-to-Air Television Broadcasting IBISWorld (April, 2019)
IR 9 News Corp 2018 Annual Report News Corp (2018)
IR 10 OD4104 - Online Event Ticket Sales IBISWorld (Sep, 2018)
IR 11 Australian Gambling Statistics 34th Edition Queensland Government Statistician's Office, Queensland Treasury (2018)
IR 12 C2592 - Toy and Sporting Goods Mfg. IBISWorld (Jan, 2018)
IR 13 F3734 - Toy and Sporting Goods Whl. IBISWorld (Sep, 2019)
IR 14 G4241 - Sport and Camping Equipment Retailing IBISWorld (May, 2019)
IR 15 OD5417 - Vitamin and Supplement Mfg. IBISWorld (Oct, 2019)
IR 16 OD5364 - Vitamin and Supplement Stores IBISWorld (Jun, 2019)
IR 17 OD4091 - Online Vitamin and Supplement Sales IBISWorld (Feb, 2019)

Industry report insights

IR 1: C2392 – Boatbuilding and Repair Services
This industry report was used to further disaggregate the 2392 Boatbuilding and Repair Services class which sits within the 2302 Ships and Boat Manufacturing IOIG. The 2392
Boatbuilding and Repair Services class required further disaggregation as not all of the class could be classified as sport. The industry report provided insight into specific sport
related services provided within the class. These services include:
■ Small vessels
which represented 37.5% of all revenue generated within the class. Through the income-weighted employment shares, it was estimated that the 2392 Boatbuilding and Repair
Services class represented 34.7% of employment in IOIG 2302. Therefore it is estimated that 37.5% of the 34.7% employed in IOIG 9501 are associated with sport related
activity. This results in 13.0% of the activity in the 2302 IOIG being associated with sport. The diagrams below demonstrate the disaggregation process.
Employment shares Activity within Resulting IOIG sport

of IOIG 2302 class 2392 related activity
65.3% 34.7% x 37.5% 62.5% = 13.0%
2392 Boatbuilding and Small vessels

Repair Services Non-sport related services
Non-sport related classes
142
Industry report insights (cont.)

IR 2: S9539 - Babysitting and Other Personal Services IR 3: (Primary Schools): Staff in Australia’s Schools (SIAS) 2013: Survey Report
This industry report was used to further disaggregate the 9539 Other Personal This SIAS survey was used to further disaggregate 8021 Primary Education, 8022
Services n.e.c. class which sits within the 9501 Personal Services IOIG. The 9539 Secondary Education and 8023 Combined Primary and Secondary Education which all
Other Personal Services n.e.c. class required further disaggregation as not all of the sit within 8010 IOIG Primary and Secondary Education Services (including Pre-Schools
class could be classified as sport. The industry report provided insight into specific and Specials Schools). 8021, 8022, 8023 classes require further disaggregation as not
sport related services provided within the class. These services include: all of the activity within the classes could be classified as sport. For simplicity, each
class is explained in isolation beginning with 8021 Primary education. The SIAS survey
■ Personal Fitness Training Services
provided insight into specific sport related teachers. These include:
which represented 29.7% of all revenue generated within the class. Through the
■ Primary School Health and Physical Education teachers
income-weighted employment shares, it was estimated that the 9539 Other Personal
Services class represented 18.9% of employment in IOIG 9501. Therefore it is which represented 3.3% of all primary school teachers. Through the income-weighted
estimated that 29.7% of the 18.9% employed in IOIG 9501 are associated with sport employment shares, it was estimated that the 8021 class represented 36% of
related activity. This results in 5.6% of the activity in the 9501 IOIG being associated employment in IOIG 8010. Therefore it is estimated that 3.3% of the 36% employed
with sport. The diagrams below demonstrate the disaggregation process. in IOIG 8010 is associated with sport related activity. This results in 1.2% of the
activity in the 8010 IOIG being associated with sport. The diagrams below
demonstrate the disaggregation process.
Employment shares Services within Resulting IOIG sport Employment shares Teachers within Resulting IOIG sport
of IOIG 9501 class 9539 related activity of IOIG 8010 class 8021 related activity
6.6%
23.4%
81.1% 18.9% x 29.7% 70.3% = 5.6% 36.0% x 3.3% 96.7% = 1.2%
34.0%
8021 Primary Education

8022 Secondary Education
9539 Other Personal Services Personal Fitness Training Services
8023 Combined Primary Physical Education teachers
Non-sport related classes Non-sport related services
and Secondary Education
Non-sport related teachers
Out of scope classes
143

IR 3: (Secondary Schools): SIAS 2013: Survey Report IR 3: (Combined Primary and Secondary Schools): SIAS 2013: Survey Report
The SIAS survey was also used to further disaggregate 8022 Secondary Education The SIAS survey was also used to further disaggregate 8023 Combined Primary and
which sits within 8010 IOIG Primary and Secondary Education Services (including Pre- Secondary Education which sits within 8010 IOIG Primary and Secondary Education
Schools and Specials Schools). The 8022 class required further disaggregation as not Services (including Pre-Schools and Specials Schools). The 8023 class required further
all of the activity within the classes could be classified as sport. The SIAS survey disaggregation as not all of the activity within the classes could be classified as sport.
provided insight into specific sport related teachers. These include: The SIAS survey provided insight into specific sport related teachers. These include:
■ Secondary School Health and Physical Education teachers ■ Combined Primary and Secondary School Health and Physical Education teachers
which represented 9.2% of all secondary school teachers. Through the income- which represented 6.3% of all combined school teachers. Through the income-
weighted employment shares, it was estimated that the 8022 class represented 34% weighted employment shares, it was estimated that the 8023 class represented
of employment in IOIG 8010. Therefore it is estimated that 9.2% of the 34% 23.4% of employment in IOIG 8010. Therefore it is estimated that 6.3% of the 23.4%
employed in IOIG 8010 is associated with sport related activity. This results in 3.1% employed in IOIG 8010 is associated with sport related activity. This results in 1.5%
of the activity in the 8010 IOIG being associated with sport. The diagrams below of the activity in the 8010 IOIG being associated with sport. The diagrams below
demonstrate the disaggregation process. demonstrate the disaggregation process. To obtain sport related activity attributable
to the IOIG, the 3 classes (8021, 8022 and 8023) were aggregated to give 5.8%.
Employment shares Teachers within Resulting IOIG sport Employment shares Teachers within Resulting IOIG sport
of IOIG 8010 class 8022 related activity of IOIG 8010 class 8023 related activity
34.0%
36.0%
34.0% x 9.2% 90.8% = 3.1% 23.4% x = 1.5%

6.3% 93.7%
6.6%
36.0% 6.6%
23.4%
8021 Primary Education 8021 Primary Education

8022 Secondary Education 8022 Secondary Education
8023 Combined Primary Physical Education teachers 8023 Combined Primary Physical Education teachers
and Secondary Education and Secondary Education
Non-sport related teachers Non-sport related teachers
Out of scope classes Out of scope classes
144

IR 4: National Centre for Vocational Education Research (NCVER) Statistics IR 5: Department of Education and Training Statistics
The publicly available dataset provided by the NCVER was used to further The Department of Education and Training provided KPMG with a dataset that was
disaggregate the 8101 Technical and Vocational Education and Training class which used to further disaggregate the 8102 Higher Education class which sits within the
sits within the 8110 IOIG Technical, Vocational and Tertiary Education Services 8110 IOIG Technical, Vocational and Tertiary Education Services (including
(including undergraduate and postgraduate) IOIG. The 8101 Technical and Vocational undergraduate and postgraduate) IOIG. The 8102 Higher Education class required
Education and Training class required further disaggregation as not all of the class further disaggregation as not all of the class could be classified as sport.
could be classified as sport.
The dataset provided insight into the specific sport-related courses offered and
The dataset provided insight into the specific sport related courses offered and number of completions in higher education around Australia. In 2018, sport related
number of enrolments in vocational education around Australia. In 2018, sport related course completions represented 2.3% of all completions in higher education. These
course enrolments represented 4.2% of all enrolments in vocational education. courses include:
Through the income-weighted employment shares, it was estimated that 8101
Technical and Vocational Education and Training represented 24.1% of employment in
■ Chiropractic and Osteopathy
IOIG 8110. Therefore it is estimated that 4.2% of the 24.1% is associated with sport ■ Human Movement
related activity. This results in 1.0% of the activity in the 8101 IOIG being associated
with sport. The diagrams below demonstrate the disaggregation process. ■ Nutrition and Dietetics
Employment shares Enrolments Resulting IOIG sport ■ Physiotherapy

of IOIG 8110 within class 8101 related activity ■ Podiatry
■ Rehabilitation Therapies not elsewhere classified
■ Sport and Recreation Activities
■ Sport and Recreation not elsewhere classified
75.9% 24.1% x 4.2% = 1.0%
95.8% ■ Sports Coaching, Officiating and Instruction
Through the income-weighted employment shares, it was estimated that 8102 Higher
Education represented 75.9% of employment in IOIG 8110. Therefore it is estimated
that 2.3% of the 75.9% is associated with sport related activity. This results in 1.8%
of the activity in the 8102 IOIG being associated with sport. The diagram overleaf
demonstrates the disaggregation process.
8101 Technical and Vocational Sport related enrolments

Education and Training Non-sport related enrolments
8102 Higher Education
145

IR 6: Q8533 - Physiotherapy Services
Employment shares Enrolments
of IOIG 8110 This industry report was used to further disaggregate the 8533 Physiotherapy
within class 8102 Services class which sits within the 8401 Health Care Services IOIG. The 8533
Physiotherapy Services class required further disaggregation as not all of
physiotherapy activity could be classified as sport. The industry report provided insight
into specific sport related services provided within the class. These services include:
x
■ Sports injury treatment
2.3% 97.7% = 1.8%
24.1% 75.9%
which represented 13% of all revenue generated within the class. Through the
income-weighted employment shares, it was estimated that the 8533 Physiotherapy
Services class represented 2.1% of employment in IOIG 8401. Therefore it is
estimated that 13% of the 2.1% employed in IOIG 8401 are associated with sport
related activity. This results in 0.3% of the activity in the 8401 IOIG being associated
with sport. The diagrams below demonstrate the disaggregation process.
8102 Higher Education Sport related enrolments

Employment shares Services within Resulting IOIG sport
8101 Technical and Vocational Non-sport related enrolments of IOIG 8401 class 8533 related activity
Education and Training
97.9% 2.1% x = 0.3%

13.0% 87.0%
8533 Physiotherapy Services Sports injury treatment

Non-sport related classes Non-sport related services
146

IR 7: J5511 – Motion Picture and Video Production
This industry report was used to further disaggregate the 5511 Motion Picture and Video Production class which sits within the 5501 Motion Picture and Sound Recording IOIG.
The 5511 Motion Picture and Video Production class required further disaggregation as not all of the class could be classified as sport. The industry report provided insight into
sport related media producers within the class. These services include:
■ Free-to-air TV broadcasters
■ Pay-TV broadcasters
These segments represent 37.5% and 15% of production respectively. To obtain the sport related activity within these broadcasters, the ratios discussed in IR 7 and IR 8 were
used (detail shown overleaf). IR 7 reveals that Australian sport represents 30.2% of total Free-to-Air revenue. IR 8 reveals that sports distribution rights represents 29.2% of all
contractual obligations for Foxtel. Using these ratios as proxies for sport production in Free-to-Air and Pay-TV broadcasting, sport related production can be evaluated. For
example, of the 37.5% produced by Free-to-Air broadcasters, 30.2% can be attributed to sport. Similarly, of the 15% produced by Pay-TV broadcasters, 29.2% can be attributed
to sport. This results in sport related production constituting 11.3% from Free-to-Air broadcasters and 4.4% from Pay-TV broadcasters. Summing the two percentages results in
15.7% of all production being sport related. Through the income-weighted employment shares, it was estimated that the 5511 Motion Picture and Video Production class
represented 62.9% of employment in IOIG 5501. Therefore it is estimated that 15.7% of the 62.9% employed in IOIG 5501 are associated with sport related activity. This
results in 9.9% of the activity in the 5501 IOIG being associated with sport. The diagrams below demonstrate the disaggregation process.
Employment shares Services within Resulting IOIG sport
of IOIG 5501 class 5511 related activity
4.4%
37.1% 62.9% x 11.3% = 9.9%

84.3%
5511 Motion Picture and Free-to-air TV broadcasting production

Sound Recording Pay-TV broadcasting production
Non-sport related classes Non-sport related production
147

IR 8: J5621 – Free-to-Air Television Broadcasting IR 9: News Corp 2018 Annual Report
This industry report was used to further disaggregate the 5621 Free-to-Air Television This industry report was used to further disaggregate the 5622 Cable and Other
Broadcasting class which sits within the 5601 Broadcasting (except Internet) IOIG. Subscription Broadcasting class which sits within the 5601 Broadcasting (except
The 5621 class required further disaggregation as not all of Free-to-air television could Internet) IOIG. The 5622 Cable and Other Subscription Broadcasting class required
be classified as sport. The industry report provided insight into specific sport related further disaggregation as not all of Pay-TV broadcasting could be classified as sport.
services provided within the class. These services include: The industry report provided insight into specific sport related services provided
within the class. These services include:
■ Australian sport
■ Sports programming rights
which represented 30.2% of all revenue generated within the class. Through the
income-weighted employment shares, it was estimated that the 5621 Free-to-Air which represented 29.2% of total commitments and contractual obligations. Through
Television Broadcasting class represented 63.9% of employment in IOIG 5601. the income-weighted employment shares, it was estimated that the 5622 Cable and
Therefore it is estimated that 30.2% of the 63.9% employed in IOIG 5601 are Other Subscription Broadcasting class represented 14.8% of employment in IOIG
associated with sport related activity. This results in 19.3% of the activity in the 5601 5601. Therefore it is estimated that 29.2% of the 14.8% employed in IOIG 5601 are
IOIG being associated with sport. Pay-TV broadcasting is included in this IOIG and is associated with sport related activity. This results in 4.3% of the activity in the 5601
explored in isolation through IR 8. The diagrams below demonstrate the IOIG being associated with sport. The diagrams below demonstrate the
disaggregation process for Free-to-Air Television Broadcasting: disaggregation process.
Employment shares Broadcasting Resulting IOIG sport Employment shares Broadcasting Resulting IOIG sport
of IOIG 5601 within class 5621 related activity of IOIG 5601 within class 5622 related activity
63.9%
21.3%
63.9% x 30.2% 69.8% = 19.3% 14.8% x 29.2% 70.8% = 4.3%
14.8%
21.3%
5621 Free-to-Air 5621 Free-to-Air

Television Broadcasting Television Broadcasting
5622 Cable and Other 5622 Cable and Other Sports programming rights
Subscription Broadcasting Australian sport Subscription Broadcasting Non-sport related
Non-sport related classes Non-sport related broadcasting Non-sport related classes contractual obligations
148

IR 10: OD4104 - Online Event Ticket Sales IR 11: Australian Gambling Statistics 1991-92 to 2016-17 34th Edition
Specialised industry reports provide information on smaller and newer industries This publicly available report provided by the Queensland Government Statistician’s
which are not captured at the ANZSIC level. This report was used to quantify sports Office (QGSO) was used to further disaggregate 9201 Gambling IOIG. The report
related ticket sales under the robust assumption that all online event ticket sales provided insight into total gambling expenditure in Australia segmented by racing,
would sit under IOIG 7210 Employment, Travel Agency and Other Administrative gaming and sport betting. Expenditure was defined by QGSO as the net amount lost
Services and subsequently ANSIC class 7299 other Administrative Services n.e.c. or, in other words, the amount wagered less the amount won, by people who
This method does not account for sales at the event (i.e. tickets sold at the kiosk) and gamble.
therefore is a conservative estimate. IOPC 72990020 Theatre, Concert and Sport
The report provided insight into the total sports betting expenditure in Australia. This
Ticketing and Booking Services was used to disaggregate the 7210 IOIG.
was divided by total household expenditure on gambling (at purchasers prices1). The
Method: final ratio was used to disaggregate the 9201 IOIG to obtain the proportion of
gambling on sport. The equation below demonstrates the attribution process:
1. Obtain IOPC 72990020 sales as a fraction of total sales within IOIG 7210: 3.3%
2. Multiply the fraction by the sport related component of online ticket sales: 24.3%
(17% from football tickets + 7.3% assuming that half of ‘Other performing art
and sporting event tickets’ is sport related)
The diagrams below demonstrate the process:
OD4104 - Online Resulting IOIG sport Resulting IOIG sport
Disaggregation method
IOPC shares of IOIG 7210 Event Ticket Sales related activity related activity
7.3%
96.7% 3.3% = 0.8% = = 8.0%
75.7%
17.0%
IOPC 72990020 Theatre, Football tickets

Concert and Sport Ticketing Other performing art
and Booking Services and sporting event tickets
Non-sport related IOPCs Non-sport related ticketing 1Dataobtained from: Australian National Accounts: Input-Output Tables, 2016-17 Table 4.
Reconciliation of Flows at Basic Prices and at Purchasers' Prices by Product Group
149

IR 12: C2592 - Toy and Sporting Goods Mfg. IR 13: F3734 - Toy and Sporting Goods Whl.
This industry report was used to further disaggregate the 2592 Toy, Sporting and This industry report was used to further disaggregate the 3734 Toy and Sporting
Recreational Product Manufacturing class which sits within the 2502 Other Goods Wholesaling class which sits within the 3301 Wholesale Trade IOIG. The 3734
Manufactured Products IOIG. The 2592 Toy, Sporting and Recreational Product Toy and Sporting Goods Wholesaling class required further disaggregation as not all
Manufacturing class required further disaggregation as not all of the manufacturing of the wholesaling activity could be classified as sport. The industry report provided
activity could be classified as sport. The industry report provided insight into specific insight into specific sport related services provided within the class. These services
sport related services provided within the class. These services include: include:
■ Manufacturing of sporting goods ■ Wholesaling of sporting goods
which represented 53% of all revenue generated within the class. Through the which represented 50% of all revenue generated within the class. Through the
income-weighted employment shares, it was estimated that the 2592 class income-weighted employment shares, it was estimated that the 3734 class
represented 22.8% of employment in IOIG 2502. Therefore it is estimated that 53% represented 0.1% of employment in IOIG 3301. Therefore it is estimated that 50% of
of the 22.8% employed in IOIG 2502 are associated with sport related activity. This the 0.1% employed in IOIG 3301 are associated with sport related activity. This
results in 12.1% of the activity in the 2502 IOIG being associated with sport. The results in 0.5% of the activity in the 3301 IOIG being associated with sport. The
diagrams below demonstrate the disaggregation process. diagrams below demonstrate the disaggregation process.
Employment shares Manufacturing Resulting IOIG sport Employment shares Wholesaling Resulting IOIG sport
of IOIG 2502 within class 2592 related activity of IOIG 3301 within class 3734 related activity
77.2% 22.8% x = 12.1% 99.9% 0.1% x = 0.5%

53.0% 47.0% 50.0% 50.0%
2592 Toy, Sporting and 3734 Toy and Sporting

Recreation Product Sporting goods Goods Wholesaling Sporting goods
Manufacturing Non-sport related Non-sport related classes Non-sport related
Non-sport related classes
150

IR 14: G4241 - Sport and Camping Equipment Retailing IR 15: OD5417 - Vitamin and Supplement Mfg.
This industry report was used to further disaggregate the 4241 Sport and Camping Specialised industry reports provide information on smaller and newer industries
Equipment Retailing class which sits within the 3901 Retail Trade IOIG. The 4241 which are not captured at the ANZSIC level. This report was used to quantify sport
Sport and Camping Equipment Retailing class required further disaggregation as not related vitamin and supplement manufacturing under the robust assumption that all of
all of the class could be classified as sport. The industry report provided insight into the manufacturing would sit under 1109 Other Food Product Manufacturing IOIG and
specific related services provided within the class. These services include: 1801 Pharmaceutical and Medicinal Product Manufacturing IOIG.
■ Retailing of sport equipment (excluding camping equipment) Method:
which represents 82.9% of all revenue generated within the class. Through the 1. Obtain sport related component of vitamin and supplement manufacturing:
income-weighted employment shares, it was estimated that the 4241 Sport and 23.8%
Camping Equipment Retailing class represented 1.7% of employment in IOIG 3901. 2. Multiply the fraction by the value added stated in the specialised report: $379.6m
Therefore it is estimated that 82.9% of the 1.7% employed in IOIG 3901 are 3. Divide by the value added of IOIG 1109 and IOIG 1801: $6,693m ($3,560m +
associated with sport related activity. This results in 1.4% of the activity in the 3901 $3,133m)
IOIG being associated with sport. The diagrams below demonstrate the
disaggregation process.
Employment shares Retailing within Resulting IOIG sport OD5417 - Vitamin Disaggregation Resulting IOIG 1109
of IOIG 3901 class 4241 related activity and Supplement Mfg. Method & IOIG 1801 sport
related activity
98.3% 1.7% x = 1.4% = 1.4%

82.9% 17.1% 76.2% 23.8%
4241 Sport and Camping

Equipment Retailing Sport equipment Sport and active nutrition products
Non-sport related classes Camping equipment Non-sport related products
151

IR 16: OD5364 - Vitamin and Supplement Stores
IR 17: OD4091 - Online Vitamin and Supplement Sales
Specialised industry reports provide information on smaller and newer industries which are not captured at the ANZSIC level. These reports were used to quantify sport related
vitamin and supplement retailing under the robust assumption that all of the retailing (including online sales) would sit under 3901 Retail Trade IOIG.
Method:
1. Obtain sport related component of vitamin and supplement retailing: 31% for in-store, 24.5% for online
2. Multiply the relative fraction by the value added stated in the specialised report: $110.9m for in-store, $33.7m for online
3. Divide by the value added of IOIG 3901: $75,916m
OD5364 - Vitamin and OD4091 - Online Vitamin Disaggregation Resulting IOIG sport
Supplement Stores and Supplement Sales Method related activity
69.0% 31.0% 75.5% 24.5% = 0.01%
Sport and active nutrition products Sport and active nutrition products
Non-sport related products Non-sport related products
152
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Sports Industry

Office for Sport – Department of Health | KPMG Sports Advisory

1. Introduction 7 RON ZUBRIK

3.2 Industry segmentation 29

Appendix C: Industry reports 141

Project purpose and scope

The Sports Industry in Australia is

The Australian Sports Industry

The Australian Sports Industry (cont.)

$14.4bn Sports medicine and

The Australian Sports Industry (cont.)

Domestically Value add Sales growth

Media $3,613m $1,541m $3,377m $3,289m $237m $88m 6,009 $256k 6%

Note: totals may not sum due to rounding throughout.

Comparison with other industries

Industry labour productivity

Accomm., & food serv. $82k Sports operations $92k

Wholesale trade $252k

TAS 1.5% $290m

Household expenditure (2019 billion USD)

low economic contribution, low low economic contribution, high $-

Growth and total value

A one per cent increase in

Segment analysis findings

Segment analysis findings (cont.)

Segment analysis findings (cont.)

A CGE analysis complements a research-based economic analysis by illustrating the

What is the Sports Industry?

What is the Sports Industry? (cont.)

Segment Description Examples and considerations

The segments (cont.)

The approach (cont.)

9111 Health and Fitness Centres and Gymnasia Operation ATTRIBUTION

9129 Other Horse and Dog Racing Activities

9131 Amusement Parks and Centres Operation

9139 Amusement and Other Recreational Activities n.e.c.

1. The Input-Output Tables 2. The Census Employment and Income Data

Attribution methodology (cont.)

Industry attribution decision tree

Attribute using Can the class be

3 – Household Do industry reports

Is the class / segment material in size,

Sports operations $14,289m $13,637m $652m $714m $12,923m $5,524m 60,168

Education $4,972m $4,964m $8m $377m $4,587m $3,571m 30,416

Sports medicine and

Media $3,613m $3,377m $237m $88m $3,289m $1,541m 6,009

Events, venues and

Gambling $863m $809m $54m $35m $774m $330m 1,857

Sports Tech $24m $5m $19m $2m $3m $3m 10

Total $32,158m $29,695m $2,463m $1,787m $27,908m $14,375m 128,443

The attribution tables

Column heading Description

Attribution of sports operations

Input-Output Industry Group Sports related value

0103 Other Agriculture

Non-residential turf growing

2302 Ships and Boat Manufacturing

Sports medicine & dietary

Architectural design services