Purchase power: Assessing the impact of athlete endorsements
Purchase power More than 1 in 3 Australian sports fans have bought merchandise for a team they support
21% of fans have bought a product that has been endorsed by an athlete, highlighting the significant influence and trust athletes have in the minds of fans.
Almost 1 in 5 sports fans have bought merchandise for a team they don't support – showcasing how well-designed merchandise can transcend into sales beyond the core fanbase.
Which, if any, of the following types of merchandise have you ever purchased primarily because of a specific athlete? Please select all that apply.
Team kit/uniform or other merchandise for a team that I support
Products that have been recommended/endorsed by an athlete
Team kit/uniform or other merchandise for a different team to the teams I support
YouGov Surveys, March 14 - April 9, 2025.
Australian sports fans n> 750. "Don't know" and "Not applicable – I have never purchased merchandise because of a specific athlete" responses not shown. Likely: Net of extremely likely and somewhat likely.
Purchase power Generational influence
Sports fans aged 18-34 are the most likely to have made purchases across all areas compared to other age groups – highlighting the strong commercial influence athletes have on the younger generation.
Which, if any, of the following types of merchandise have you ever purchased primarily because of a specific athlete? Please select all that apply.
YouGov Surveys, March 14 - April 9, 2025.
Australian sports fans by age n> 200. "Don't know" and "Not applicable – I have never purchased merchandise because of a specific athlete" responses not shown.
How likely are you to buy a product due to an endorsement/recommendation by an athlete?
% answered: Much more likely or more likely
YouGov Surveys, March 14 - April 9, 2025.
Australian sports fans by age n> 200
Purchase power
Almost two-thirds of fans aged 18-34 are likely to buy a product recommended by an athlete
Sports fans aged 55+ are significantly less likely to be influenced by an athlete endorsement or recommendation.
Purchase power Which brands are top of mind for athlete endorsements?
Nike and adidas significantly lead the way for unaided brand recall of athlete endorsements, with sports apparel brands making up over half of the top 12. The drinks category (energy and soft) is the next biggest contributor, with Gatorade, Red Bull, Coca-Cola and Pepsi all making the cut.
1. Nike, 62%
Sports apparel brand
2. adidas, 50%
Sports apparel brand
3. Puma, 18%
Sports apparel brand
4. Asics, 5%
Sports apparel brand
5. Gatorade, 5%
Energy drink brand
6. Red Bull, 3%
Energy drink brand
7. Coca-Cola, 3%
Soft drink brand
8. Toyota, 3%
Automobile brand
9. Under Armour, 3%
Sports apparel brand
10. Reebok, 3%
Sports apparel brand
11. New Balance, 3%
Sports apparel brand
12. Pepsi, 3%
Soft drink brand
Question: Which brands first come to mind when you think about athlete endorsements/recommendations? Please name up to 3 brands in the text boxes below. YouGov Surveys, March 14 - April 9, 2025. Australian sports fans n> 350 (Among those who have recall at least 1 athlete endorsed/recommended brand). "Other" responses not shown.
Purchase power Sports fans are significantly more likely to trust athletes than celebrities in other fields for product recommendations
68% of sports fans trust athletes a little or completely, compared to 56% who trust actors, 58% who trust singers, and 33% who trust influencers.
How much do you trust endorsements/recommendations from individuals in the following industries?
YouGov Surveys, March 14 - April 9, 2025.
Australian sports fans n> 750
Purchase power Younger sports fans are significantly more likely to trust athletes
86% of sports fans aged 18-34 trust athletes a little or a lot for endorsements/recommendations.
How much do you trust endorsements/recommendations from:
Athletes (sports)
Singers/bands (musicians)
Actors (film/TV)
Influencers (social media)
YouGov Surveys, March 14 - April 9, 2025.
Australian sports fans by age n> 200. Net Trust: Trust completely or trust a little.
