Key takeaways
Nicola Dimatteo Senior Sales Executive, YouGov Italia
nicola.dimatteo@yougov.com +39 3497590052
Team appeal:
Team appeal:
In Italy, teams are the biggest driver of fandom in team sports - most notably football, volleyball and basketball - where team support is the main driver influencing a fan's decision to follow a sport.
In Italy, teams are the biggest driver of fandom in team sports - most notably football, volleyball and basketball - where team support is the main driver influencing a fan's decision to follow a sport.
Player power:
Player power:
3 in 10 sports fans have started following a new sport because of a specific athlete, showing the impact a star can have on amplifying an entire sport to a wider audience.
3 in 10 sports fans have started following a new sport because of a specific athlete, showing the impact a star can have on amplifying an entire sport to a wider audience.
Big hitters:
Big hitters:
Skill and style drive athlete affection among football fans globally and even more significantly in Italy. Beyond on-field characteristics, almost 1 Italian football fan in 3 values an athlete's off-field personality.
Social presence:
Social presence:
Social media represent a key touchpoint for sports and football fans, in Italy social media engagement is lower, especially with respect to athletes.
Social media represent a key touchpoint for sports and football fans, in Italy social media engagement is lower, especially with respect to athletes.
What the fans want:
What the fans want:
Among Italian football fans game highlights and training routines are the most popular content type, fans also value charitable actions carried out by their idols.
Among Italian football fans game highlights and training routines are the most popular content type, fans also value charitable actions carried out by their idols.
Scoring influence:
Scoring influence:
Sports fans are more likely to trust athletes than celebrities in other fields for product recommendations.
18% of Italian football fans having bought merchandise from the team they support.
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