Athlete or team allegiance: What drives sports fandom in the US?
Athlete or team allegiance? Across all US sports fans, team allegiance is the biggest driver of fandom
Over half of all US sports fans say that the team they follow is an influential factor (56%) – more than twice as many as those who cite an athlete as their decision to follow a particular sport (20%).
Ensuring a sport is easily accessible to watch is key for 38% of fans, ranking second as a key reason for following. For sports with a broadcast product behind a paywall, creating other channels where fans can freely consume some level of content is crucial for reaching new audiences.
Which, if any, of the following factors are influential in your decision to follow a particular sport? Please select all that apply.
Following a team
It's accessible to watch
My family follow the sport
I play/played the sport
Following an athlete/athletes
My friends follow the sport
I like to follow it on social media
YouGov Surveys, March 14 - April 9, 2025. US sports fans n> 900. "Don't know" and "None of these" responses not shown.
Athlete or team allegiance? Younger fans are significantly more likely to follow a particular sport due to an athlete compared to older sports fans
The importance of teams increases for older sports fans, however, the opposite it true when it comes to athletes. For female sports fans, the role of family in driving interest is stronger. Creating opportunities to share sporting moments with parents, partners, children and siblings is something to consider for rights holders when looking to bring in more female fans.
Which, if any, of the following factors are influential in your decision to follow a particular sport?
YouGov Surveys, March 14 - April 9, 2025. US sports fans by gender and age. n> 100.
Among male sports fans:
say "following a team"
say "following an athlete/athletes"
say "family follows the sport"
Among female sports fans:
say "following a team"
say "following an athlete/athletes"
say "family follows the sport"
Athlete or team allegiance? Teams play a greater role in fan support in baseball, American football and ice hockey compared to basketball and soccer
Baseball, football and ice hockey fans are most likely to say they would support the team over the athlete – while basketball and soccer fans are more likely to say they are an athlete leaning fan or equally a fan of both.
Baseball
Football
Ice Hockey
Basketball
Soccer
Question: For each of the following sports, are you a fan of the individual athletes, teams, or equally a fan of both? YouGov Surveys, March 14 - April 9, 2025. US sports fans: American football fans n> 350, Baseball fans n> 300, Ice hockey fans n> 150, Basketball fans n> 300, Soccer fans n> 100
Athlete or team allegiance? Almost 1 in 4 sports fans would start supporting a new team as well as their current team if their favorite athlete moved
Leveraging players' personal audiences can be a key route for sports teams to grow their fan bases in the US.
7% of sports fans said they would start supporting the new team instead of their current team, illustrating the deep rooted loyalty that fans show towards players they develop an affinity for.
If your favorite athlete joined a different team in the same league, how would it affect your support?
I would follow the athlete, but not support the new team
I would start supporting the new team as well as my current team
I would stop following the athlete
I would start supporting the new team instead of my current team
YouGov Surveys, March 14 - April 9, 2025. US sports fans n> 900. "Don't know" responses not shown.
Athlete or team allegiance? 1 in 3 young fans will support the new team that their favorite athlete joins - either alongside or in place of their current team
27% of the 18-34 group would start supporting the new team that their favorite athlete joined in additional to their current team, with a further 9% supporting the new team instead of their current team.
If your favorite athlete joined a different team in the same league, how would it affect your support?
Question: If your favorite athlete joined a different team in the same league, how would it affect your support? YouGov Surveys, March 14 - April 9, 2025.
YouGov Surveys, March 14 - April 9, 2025. US sports fans by age n> 100. "Don't know" responses not shown.
Athlete or team allegiance? 1 in 5 sports fans have started following a new sport because of a specific athlete, showing the impact a star can have on amplifying a sport to a wider audience
With the growing consumption of sport through social media platforms, engaging athlete-led posts create an opportunity to capture new fans and bring them into the sport's ecosystem.
Have you ever started following a new sport, league, or team because of a specific athlete?
"Started following a new sport because of a specific athlete"
US sports fans
US sports fans: 18-34
"Started following a new league because a specific athlete"
US sports fans
US sports fans: 18-34
"Started following a new team because of a specific athlete"
US sports fans
US sports fans: 18-34
YouGov Surveys, March 14 - April 9, 2025.
US sports fans by age n> 100
