Key takeaways
Player power:
Player power:
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 an entire sport to a wider audience.
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 an entire sport to a wider audience.
Team appeal:
Team appeal:
Baseball, football and ice hockey fans are most likely to say they would support a team over an athlete – while basketball and soccer fans are more likely to say they are an athete-leaning fan or equally a fan of both.
Baseball, football and ice hockey fans are most likely to say they would support a team over an athlete – while basketball and soccer fans are more likely to say they are an athete-leaning fan or equally a fan of both.
Big hitters:
Big hitters:
America-born NBA players LeBron James and Stephen Curry top the list of favorite male athletes, while WNBA's Caitlin Clark and gymnastics' Simone Biles top the list of female athletes.
Personality play:
Personality play:
35% of US sports fans value athletes due to their off-field personality. To maximize fan appeal, an athlete's role extends beyond performing on the field.
35% of US sports fans value athletes due to their off-field personality. To maximize fan appeal, an athlete's role extends beyond performing on the field.
What the fans want:
What the fans want:
Fans want off-field insight to supplement game highlights on social media, with 43% of those aged 18-34 enjoying personal life updates.
Fans want off-field insight to supplement game highlights on social media, with 43% of those aged 18-34 enjoying personal life updates.
Scoring influence:
Scoring influence:
Sports fans are more likely to trust athletes than celebrities in other fields for product recommendations, with 18% more likely to buy products endorsed by an athlete.
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