The role of social media: how sports fans engage online
The role of social media
Social media represent a key touchpoint for sports and football fans, in Italy social media engagement is lower, especially with respect to athletes
Over half of global sports fans follow their favorite teams on social media, with engagement peaking among global football fans (61%).
Italian fans show a stronger connection to teams rather than athletes, with more than half (55%) of football fans following their favorite clubs online. These patterns highlight the importance of tailored digital strategies to reach different fan segments effectively.
How likely, if at all, are you to follow your favorite teams and athletes on social media?
% answered: Extremely likely or somewhat likely
YouGov Surveys, March 14 - April 9, 2025.
Global sports fans - unweighted average of 17 markets: [AU, CA, DK, FR, GB, DE, HK, ID, IN, IT, MX, PL, SG, ES, SE, UAE, US] n> 13.000; Global football fans n> 4.900 Italian sports fans n> 800; Italian football fans n> 300 N/A - I don't have a favorite team/athlete, N/A - I don't use social media respondents excluded.
The role of social media Generation spotlight: what each age group enjoys on social among Italian sports fans
Younger sports fans want to see a wider range of content from their favorite athletes, with interactions with celebrities/influencers and seeing their favorite athletes take part in the latest social media trends highly sought after. The 35-54 sports fans group are more similar to their younger counterparts than older fans in their content preferences, with the 55+ group having the least interest in off-field posts.
YouGov Surveys, March 14 - April 9, 2025.
Question: Which types of content do you enjoy seeing athletes posting on social media? Please select all that apply. Italian sports fans by age, 18-34 Italian sports fans n=165; 35-54 Italian sports fans n=276; 55+ Italian sports fans n=316
Which types of content do you enjoy seeing athletes posting on social media? Please select all that apply.
Game highlights
Causes/charity efforts
Training routines
Interactions with other athletes
Personal life updates
Nutrition/health contents
Brand/product recommendations
Participating in social media trends
Interactions with celebrities/influencers
Brand/Product recommendations
YouGov Surveys, March 14 - April 9, 2025.
Italian football fans n=286. "Don't know" and "None of these" responses not shown.
The role of social media Among Italian football fans game highlights are the most popular content type, fans also value charitable actions carried out by their idols
Game highlights are the most appreciated content amongst Italian football fans (43%). Additionally, Italian football fans also value seeing athletes support social causes (31%) and share training routines (25%).
While personal updates and athlete interactions are less prioritized, they still offer opportunities to deepen fan engagement through authenticity and behind-the-scenes access.
The role of social media Gender spotlight: what men and women enjoy on social
Female football fans are significantly more likely to enjoy personal life updates and social efforts compared to their male counterparts. Men, on the other hand, are significantly more likely to enjoy branded products and recommendations made by athletes.
Which types of content do you enjoy seeing athletes posting on social media? Please select all that apply.
YouGov Surveys, March 14 - April 9, 2025.
Italian sports fans by gender - Italian male football fans n~200; Italian female football fans n~100. "Don't know" and "None of these" responses not shown. Top 5 options with highest differences shown.
