Purchase power: Assessing the impact of athlete endorsements
Purchase power 16% of sports fans have bought products that have been recommended/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.
Sports fans are also open to buying merchandise for teams they don't support - with sporting kit/uniform being a fashion choice and not solely a statement of allegiance.
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/uniform or other merchandise for a team that I support
Products that have been recommended/endorsed by an athlete
Team kit/uniform or other merchandise for a different team to the teams I support
YouGov Surveys, March 14 - April 9, 2025.
Sports fans - unweighted average of 15 markets: [AU, CA, DK, FR, GB, DE, IN, IT, MX, PL, SG, ES, SE, UAE, US] n> 12,200. "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.
Sports fans by age - unweighted average of 15 markets: [AU, CA, DK, FR, GB, DE, IN, IT, MX, PL, SG, ES, SE, UAE, US] n> 3,600.
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 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 sports sponsorship credentials.
1. Nike, 59%
Sports apparel brand
2. adidas, 51%
Sports apparel brand
3. Puma, 18%
Sports apparel brand
4. Under Armour, 5%
Sports apparel brand
5. Reebok, 4%
Sports apparel brand
6. Red Bull, 4%
Energy drink brand
7. Coca-Cola, 4%
Soft drink brand
8. Gatorade, 3%
Energy drink brand
9. Pepsi, 3%
Soft drink brand
10. Gillette, 2%
Personal care brand
11. New Balance, 2%
Sports apparel brand
12. Rolex, 2%
Luxury watch 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. Sports fans - unweighted average of 15 markets: [AU, CA, DK, FR, GB, DE, IN, IT, MX, PL, SG, ES, SE, UAE, US] n> 5,600 (Among those who have recall at least 1 athlete endorsed/recommended brand). "Other" responses not shown.
Purchase power Generation spotlight: Puma and Red Bull have greater recall among younger sports fans compared to other generations
Nike and adidas are the most recalled brands (unaided) among sports fans across all age groups, with the top 10 brands featured being largely consistent.
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.
Sports fans by age - unweighted average of 15 markets: [AU, CA, DK, FR, GB, DE, IN, IT, MX, PL, SG, ES, SE, UAE, US] n> 1,600 (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
59% of sports fans trust athletes a little or completely, compared to 48% who trust singers, 47% who trust actors, and 35% who trust influencers.
How much do you trust endorsements/recommendations from individuals in the following industries?
YouGov Surveys, March 14 - April 9, 2025.
Sports fans - unweighted average of 15 markets: [AU, CA, DK, FR, GB, DE, IN, IT, MX, PL, SG, ES, SE, UAE, US] n> 12,200
Purchase power Athletes are most trusted by fans of all age groups, with younger groups being more open to influencer endorsements
Almost 3 in 4 sports fans aged 18-34 trust athletes a little or a lot for endorsements/recommendations. Recommendations from influencers are trusted by the majority of sports fans aged 18-34, while only 14% of those aged 55+ feel the same.
How much do you trust endorsements/recommendations from:
Athletes (sports)
Singers/bands (musicians)
Actors (film/TV)
Influencers (social media)
YouGov Surveys, March 14 - April 9, 2025.
Sports fans by age - unweighted average of 15 markets: [AU, CA, DK, FR, GB, DE, IN, IT, MX, PL, SG, ES, SE, UAE, US] n> 3,600
