Purchase power: Assessing the impact of athlete endorsements
Purchase power 1 in 4 US sports fans have bought merchandise for a team they support
8% of fans have bought a product that has been endorsed by an athlete, highlighting the influence and trust athletes have in the minds of fans.
1 in 10 sports fans have bought merchandise for a team they don't support – showcasing how well-designed merchandise can transcend into sales beyond the core fanbase.
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 jersey/kit or other merchandise for a team that I support
Team jersey/kit or other merchandise for a different team to the teams I support
Products that have been recommended / endorsed by an athlete
YouGov Surveys, March 14 - April 9, 2025.
US sports fans n> 900. "Don't know" and "Not Applicable – I have never purchased merchandise because of a specific athlete" responses not shown.
Purchase power Generational influence
Older sports fans are more likely to show their allegiance to a team by buying a team kit or merchandise, while younger sports fans are more likely to be influenced by athlete recommendations.
Which, if any, of the following types of merchandise have you ever purchased primarily because of a specific athlete? Please select all that apply.
YouGov Surveys, March 14 - April 9, 2025.
US sports fans by age n> 100. "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.
US sports fans by age n> 100
Purchase power
More than 1 in 5 fans aged 18-54 are likely to buy a product recommended by an athlete
Sports fans aged 55+ are less likely to see them as a reliable source of purchasing advice.
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 State Farm and Subway the remaining brands.
1. Nike, 73%
Sports apparel brand
2. adidas, 32%
Sports apparel brand
3. Gatorade, 16%
Energy drink brand
4. Under Armour, 10%
Sports apparel brand
5. Reebok, 7%
Sports apparel brand
6. New Balance, 5%
Sports apparel brand
7. Coca-Cola, 5%
Soft drink brand
8. State Farm, 4%
Insurance brand
9. Puma, 3%
Sports apparel brand
10. Pepsi, 3%
Soft drink brand
11. Monster, 2%
Energy drink brand
12. Subway, 2%
Food service 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. US sports fans n> 350 (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
47% of sports fans trust athletes a little or completely, compared to 34% who trust actors, 36% who trust singers, and 24% who trust influencers.
How much do you trust endorsements/recommendations from individuals in the following industries?
YouGov Surveys, March 14 - April 9, 2025.
US sports fans n> 900
Purchase power Athletes are most trusted by fans of all age groups, with younger groups being more open to influencer endorsements
Almost 2 in 3 sports fans aged 18-34 trust athletes a little or a lot for endorsements/recommendations.
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.
US sports fans n> 100. Net Trust: Trust completely or trust a little.
