Who watches sport in London?

In mid-2016 Sport England published ‘Towards an Active Nation’, their new strategy which set out a national ambition to help everyone, regardless of age, background or ability to feel able to engage in physical activity and sport.

An important part of the physical activity and sport sector’s new approach is to focus the ‘product’ of physical activity and sport towards the customer; the person who does or might play sport or get physically active.

That means understanding the customers much better than we do now. To enable this better understanding, Sport England and other national partners developed the new Active Lives Survey, providing detailed and reliable insight into the physical activity habits of the nation. Active Lives is much broader than previous research, which allows us to understand, among other things, who watches sport rather than just who participates.

This story map explores who attends live sporting events with a specific focus on London.

Click on the image below to access the full interactive article……..


About the Author:

Peter Meldrum is an Insight Manager at London Sport with a passion for simplifying ‘data’ through using cutting edge technology and visualisation techniques to help a wider audience understand consumer data within the sport and physical activity sector.