Key takeaways
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.
Team appeal:
Team appeal:
Athletes play a greater role in fan support in basketball compared to football/soccer, where teams are a bigger driver of fandom. Of the primarily individual sports, the team aspect of golf has a stronger appeal than tennis.
Athletes play a greater role in fan support in basketball compared to football/soccer, where teams are a bigger driver of fandom. Of the primarily individual sports, the team aspect of golf has a stronger appeal than tennis.
Big hitters:
Big hitters:
Ronaldo and Messi still dominate global fandom of male sports stars, whereas amongst female athletes we see a greater role of homegrown heroes.
Personality play:
Personality play:
30% of sports fans value athletes due to their off-field personality, increasing to 34% among those aged 55+. To maximize fan appeal, an athlete's role extends beyond performing on the pitch.
30% of sports fans value athletes due to their off-field personality, increasing to 34% among those aged 55+. To maximize fan appeal, an athlete's role extends beyond performing on the pitch.
What the fans want:
What the fans want:
Fans want off-pitch insight to supplement game highlights on social media. Interactions with other athletes are popular, providing a way to cross-promote and reach new audiences.
Fans want off-pitch insight to supplement game highlights on social media. Interactions with other athletes are popular, providing a way to cross-promote and reach new audiences.
Scoring influence:
Scoring influence:
Sports fans are more likely to trust athletes than celebrities in other fields for product recommendations, with 16% having bought products endorsed by an athlete.
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