Athlete or team allegiance: What drives sports fandom in Australia?
Athlete or team allegiance? Team allegiance is the biggest driver of fandom for all Australian sports fans
Over half of all Australian sports fans say that the team they follow is an influential factor (55%) – more than twice as many as those who cite an athlete as their decision to follow a particular sport (21%).
Ensuring a sport is easily accessible to watch is key for 44% of fans, ranking second as a key reason for following. For sports with a broadcast product behind a paywall, creating other channels where fans can freely consume some level of content is crucial for reaching new audiences.
Which, if any, of the following factors are influential in your decision to follow a particular sport? Please select all that apply.
Following a team
It's accessible to watch
I play/played the sport
My family follow the sport
I like to follow it on social media
My friends follow the sport
Following an athlete/athletes
YouGov Surveys, March 14 - April 9, 2025. Australian sports fans n> 750. "Don't know" and "None of these" responses not shown.
Athlete or team allegiance? Younger fans are more likely to follow a particular sport due to a specific athlete compared to older sports fans
The importance of teams remains high for all age groups, however it is the impact of athletes that shows large variations across generations. For female sports fans, the role of family in driving interest is stronger. Creating opportunities to share sporting moments with parents, partners, children and siblings is something to consider for rights holders when looking to bring in more female fans.
Which, if any, of the following factors are influential in your decision to follow a particular sport?
YouGov Surveys, March 14 - April 9, 2025. Australian sports fans by gender and age. n> 200
Among male sports fans:
say "following a team"
say "following an athlete/athletes"
say "family follows the sport"
Among female sports fans:
say "following a team"
say "following an athlete/athletes"
say "family follows the sport"
Athlete or team allegiance? NRL, Cricket, AFL and football (soccer) fans are most likely to say they would support a team over an athlete
Tennis and motorsports fans are more likely to say they are an athete leaning fan or equally a fan of both.
NRL (Rugby League)
Cricket
AFL
Football (Soccer)
Tennis
Motorsports
Question: For each of the following sports, are you a fan of the individual athletes, teams, or equally a fan of both? YouGov Surveys, March 14 - April 9, 2025. Australian sports fans: Tennis fans n> 150, Motorsports fans n> 100, NRL (Rugby League) fans n>150, Football (soccer) fans n> 150, AFLl fans n> 150, Cricket fans n>150
Athlete or team allegiance? Almost 1 in 3 sports fans would start supporting a new team as well as their current team if their favourite athlete moved
Leveraging players' personal audiences can be a key route for sports teams to grow their fan bases in Australia.
9% of Australian sports fans said they would start supporting the new team instead of their current team, illustrating the loyalty that fans show towards players they develop an affinity for.
If your favorite athlete joined a different team in the same league, how would it affect your support?
I would start supporting the new team as well as my current team
I would follow the athlete, but not support the new team
I would start supporting the new team instead of my current team
I would stop following the athlete
YouGov Surveys, March 14 - April 9, 2025. Australian sports fans n> 750. "Don't know" responses not shown.
Athlete or team allegiance? Over half of fans aged 18-34 will support the new team that their favorite athlete joins, alongside or in place of their current team
46% of the 18-34 group would start supporting the new team that their favourite athlete joined in additional to their current team, with a further 12% supporting the new team instead of their current team.
If your favorite athlete joined a different team in the same league, how would it affect your support?
Question: If your favourite athlete joined a different team in the same league, how would it affect your support? YouGov Surveys, March 14 - April 9, 2025.
YouGov Surveys, March 14 - April 9, 2025. Australian sports fans by age n> 200. "Don't know" responses not shown.
Athlete or team allegiance? 1 in 3 sports fans have started following a new sport because of a specific athlete, showing the impact a star can have on amplifying a sport to a wider audience
This increases to 1 in 2 among Australian sports fans aged 18-34. With the growing consumption of sport through social media platforms, engaging athlete-led posts create an opportunity to capture new fans and bring them into a sport's ecosystem.
Have you ever started following a new sport, league, or team because of a specific athlete?
"Started following a new sport because of a specific athlete"
Australian sports fans
Australian sports fans: 18-34
"Started following a new league because a specific athlete"
Australian sports fans
Australian sports fans: 18-34
"Started following a new team because of a specific athlete"
Australian sports fans
Australian sports fans: 18-34
YouGov Surveys, March 14 - April 9, 2025.
Australian sports fans by age n> 200
