"In today’s dynamic sports and media landscape, individual athletes are not just representatives of their teams, they are influential brands in their own right. Their voices carry weight, especially when they speak out on social issues, and their platforms often rival those of the organizations they play for.

This report examines the growing impact of individual athletes on team fandom, consumer purchasing behavior, and brand engagement in the US – with deep dives based on age and gender. For corporate partners, understanding how athlete influence shapes public perception and drives loyalty is more critical than ever.

As the line between personal brand and team identity continues to blur, this report offers timely insights into how athletes are reshaping expectations – and how forward-thinking partners can align with this shift to build more authentic, resonant connections with audiences."

Nicole Pike Global Head of YouGov Sport