ITALY
Star power: The role of individual athletes on sports fandom
Exploring the impact of high-profile athletes on team allegiance, consumer purchasing behavior, and brand engagement.
/Research Reality
Foreword
"In today’s rapidly evolving sports and media environment, individual athletes have become more than just players - they are powerful personal brands. Their influence extends far beyond the field, shaping public discourse, driving consumer behavior, and often commanding digital platforms that rival those of the teams and leagues they represent.
This report explores the growing impact of athletes on fan engagement, brand perception, and purchasing decisions, with detailed breakdowns by age and gender and specific focus on the Italian sports and football fanbase. In Italy, where football remains deeply rooted in the cultural fabric, team allegiance results to be very strong. Additionally, Italian fans appear to be increasingly more responsive to the personal values, visibility, and social engagement of athletes. This shift presents a unique opportunity for brands to align with athletes who resonate with local audiences - not just for their performance, but for what they represent off the pitch.
As the boundaries between personal and team branding continue to blur, these insights offer a valuable lens for navigating the future of sports marketing in Italy and beyond."
Nicola Dimatteo Senior Sales Executive, YouGov Italia
nicola.dimatteo@yougov.com +39 3497590052
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The insights in this report are fueled by YouGov’s consumer research panel, which has 29 million registered members from 60+ markets.
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