Purchase power: Assessing the impact of athlete endorsements
Purchase power More than 1 in 10 British sports fans have bought a product endorsed by an athlete
This demonstrates the influence and trust athletes have in the minds of fans – however, this can quickly be lost if it is not done in a genuine and authentic way.
12% of 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 or other merchandise for a team that I support
Team kit or other merchandise for a different team to the teams I support
Products that have been recommended / endorsed by an athlete
YouGov Surveys, March 14 - April 9, 2025.
GB sports fans n> 1,300. "Don't know" and "Not Applicable – I have never purchased merchandise because of a specific athlete" responses not shown.
Purchase power Generational influence
Sports fans aged 18-34 are significantly more likely to show their allegiance by buying merchandise or purchasing athlete endorsed/recommended products compared to older fan groups.
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.
GB sports fans by age n> 350. "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.
GB sports fans by age n> 350
Purchase power
Sports fans aged 18-34 are significantly more likely to be influenced by athlete endorsements
More than half of sports fans aged 18-34 are likely to buy a product recommended by an athlete, while only 18% fans aged 35-54 and 5% fans aged 55+ are likely to do the same.
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 more than half of the top 12. The drinks category (energy and soft) is the next biggest contributor, with Gillette and Rolex the remaining brands - both having longstanding athlete partnership credentials.
1. Nike, 74%
Sports apparel brand
2. adidas, 62%
Sports apparel brand
3. Puma, 18%
Sports apparel brand
4. Under Armour, 9%
Sports apparel brand
5. Reebok, 4%
Sports apparel brand
6. Gillette, 3%
Personal care brand
7. Pepsi, 3%
Soft drink brand
8. Red Bull, 3%
Energy drink brand
9. Coca Cola, 3%
Soft drink brand
10. New Balance, 2%
Sports apparel brand
11. Rolex, 2%
Luxury watch brand
12. Umbro, 2%
Sports apparel 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. GB sports fans n> 600 (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
52% of sports fans trust athletes a little or completely, compared to 41% who trust actors, 41% who trust singers/bands, and 24% who trust influencers.
How much do you trust endorsements/recommendations from individuals in the following industries?
YouGov Surveys, March 14 - April 9, 2025.
GB sports fans n> 1,300
Purchase power Athletes are most trusted for recommendations by sports fans of all age groups
Among sports fans aged 18-34, 77% trust endorsements by athletes, 69% trust endorsements by actors, 66% trust endorsements by singers/bands, and 55% trust endorsements by influencers.
How much do you trust endorsements/recommendations from:
Athletes (sports)
Actors (film/TV)
Singers/bands (musicians)
Influencers (social media)
YouGov Surveys, March 14 - April 9, 2025.
GB sports fans n> 350. Net Trust: Trust completely or trust a little.
