Sports Fan Statistics By Demographics, Spending, Attendance, And Engagement (2026)

Introduction

Sports fandom is changing rapidly as fans interact with teams, athletes, and leagues across more channels than ever before. Traditional television and live attendance remain important, but streaming platforms, social media, mobile apps, and short-form video now play a much larger role in how people follow sports.

These changes are especially visible across generations. Younger fans are more likely to discover athletes through social platforms, watch highlights instead of full games, and engage with multiple teams or sports at once. At the same time, live events continue to attract strong audiences and generate significant spending on tickets, travel, food, and merchandise.

This article examines the latest sports fan statistics, including demographics, spending habits, attendance, streaming behavior, and digital engagement.

Editor’s Choice

• 51% of people globally identify as soccer fans, making football the world’s most popular sport by fandom.
• Women now represent 42% of fans of men’s sports globally, up from 40% in 2022.
• 47% of women’s sports fans are female, compared with 45% in 2022.
• Global interest in women’s sports reached 50% of the population in 2024, rising from 45% in 2022.
• The U.S. WNBA fanbase grew by more than 31% in two years, reaching 46.9 million fans.
• U.S. audiences consumed 46 billion minutes of women’s sports in 2025, representing 71% growth compared with 2022.
• Among sports fans aged 50 and older, the number using streaming to watch sports increased 21% between 2022 and 2024.
• More than 90% of Gen Z and Millennial sports fans use social media to consume sports-related content, including highlights, live events, news, and commentary.
• Around 80% of Gen Z sports fans follow a professional athlete online, showing how athlete-led fandom is becoming more important among younger audiences.
• 71% of sports fans say live sporting events are their favorite type of sports content, although this falls to 58% among Gen Z and Millennial fans.
• 25% of consumers across 17 markets say attending or engaging with an international sporting event in their home country has made them a fan of a new sport. The share rises to 35% among Gen Z and 34% among Millennials.
• U.S. consumers who attended a professional sporting event reported spending an average of $132 on a single ticket, with Gen Z and Millennials generally spending more than older generations.
• Among high-income U.S. sports fans, more than half buy sports merchandise at least several times per year, while 19% make merchandise purchases monthly or more often.
• Among those same high-income fans, 63% purchase hats, 58% jerseys, and 41% other sports apparel.
• In 2026, 26% of sports fans across six countries said they often struggle to find where a specific game is being shown, rising to 36% among fans aged 18–34.

Sports Fan Demographics Statistics

Sports Fans By Age

• 72% of Gen Z sports fans rate their fandom at 7 or higher on a 10-point scale.
• 82% of Millennial sports fans rate their fandom at 7 or higher.
• 60% of Gen Z fans say they are bigger sports fans today than they were three years ago.
• 61% of Gen Z fans usually watch live sports at home with other people, compared with 53% of Gen X and 48% of Boomers.
• 40% of Gen Z consumers have previously traveled specifically to attend a sporting event.
• 45% of Millennials have traveled for a sporting event, compared with 36% of Gen X and 30% of Baby Boomers+.
• 32% of Millennials plan to take a sports-related leisure trip in the next 12 months, compared with 30% of Gen Z, 20% of Gen X, and 9% of Baby Boomers+.

Sports Fans By Gender

• Women account for 42% of fans of men’s sports globally, up from 40% in 2022.
• Women represent 47% of women’s sports fans, up from 45% in 2022.
• 35% of men across 17 markets plan to take a sports-related leisure trip, compared with 18% of women.
• Women make up 46% of women’s sports fans in research from Wasserman and RBC, compared with 33% of men’s sports fans.

Sports Fans By Income

• 35% of higher-income consumers plan to take a leisure trip specifically to attend a sporting event.
• The rate falls to 24% among middle-income consumers and 21% among lower-income consumers.
• 30% of women’s sports fans earn more than $100,000, compared with 18% of men’s sports fans in the Wasserman/RBC study.
• Women’s sports fans were 67% more likely to earn over $100,000 than fans of men’s sports in that study.

Sports Fans By Education

• 55% of women’s sports fans have at least a four-year degree.
• Among fans of men’s sports, 39% have at least a four-year degree.
• Women’s sports fans were 41% more likely to hold a four-year degree than men’s sports fans in the same research.

Sports Fans By Household And Family Status

• Around one-third of U.S. sports fans say participating in youth sports was the main reason they became sports fans.
• 68% of sports fans currently participate in sports or have done so in the past.
• 60% of Gen Alpha parents have watched a professional sporting event with their youngest child.
• 39% of Gen Alpha parents have attended a professional sporting event with their youngest child.
• Among U.S. NBA fans, 14% belong to young families with children aged 0–6, while 25% have children aged 7 or older at home.
• 30% of NBA fans are empty nesters, compared with 40% of the general U.S. population.

Gen Z Sports Fan Statistics

• 50% of Gen Z adults in the U.S. engaged with the NFL at least once a month in May 2024, up from 42% in January 2023.
• 48% of Gen Z adults engaged with the NBA at least once a month in May 2024, up from 36% in January 2023.
• 42% of Gen Z adults became fans of a new athlete within a 12-month period in 2024.
• 36% of Gen Z adults became fans of a new sport during the same period.
• More than 90% of Gen Z sports fans use social media to consume sports-related content, including highlights, live events, news, and commentary.
• Around half of Gen Z sports fans use social media while watching live sports at home, either reading comments or interacting with other fans.
• 73% of Gen Z fans say social platforms are their primary way of discovering new content.
• One-third of Gen Z respondents say they do not subscribe to a streaming service for sports because they watch clips and highlights on social media instead.
• Gen Z fans watch live sports on television only 58% of the time, compared with 74% across sports fans overall, with the rest of their viewing spread across phones, laptops, and tablets.
• Only 19% of younger sports fans say they watch an entire game when tuning in at home.
• More than two-thirds of younger sports fans use social media while watching a sporting event.
• 47% of younger sports fans browse the web while watching sports, while 24% play video games at the same time.
• 18% of Gen Z adults attend live sporting events two to four times per year, one of the highest attendance rates among generations.
• Younger sports fans are 1.4 times more likely than older fans to attend a live sports event at least once a month.
• 62% of younger sports fans say they want a unique and memorable experience when attending a live game.
• Younger sports fans spend about $70 more on tickets on average than older fans, despite having around 20% lower average income.
• Younger fans are 21% more likely than older fans to buy souvenirs at live sporting events.
• Around 80% of Gen Z sports fans follow a professional athlete online.
• Following athletes online can influence Gen Z fans to watch games, attend events, follow brands, and purchase products promoted by those athletes.
• 74% of Gen Z adults view athletes as very or somewhat likable, compared with 62% who say the same about social media influencers.
• Around one-third of Gen Z fans want access to behind-the-scenes athlete content and athlete point-of-view features during streamed sports.

Millennial Sports Fan Statistics

• 82% of Millennial sports fans rate their fandom at 7 or higher on a 10-point scale.
• Millennials and Gen Z fans belong to an average of four different fandoms, compared with three among older generations.
• Around 70% of Gen Z and Millennial fans engage with their fandom across multiple platforms, including streaming, social media, merchandise, and live events.
• More than 90% of Millennial and Gen Z sports fans use social media to consume sports-related content such as highlights, live events, news, and commentary.
• 46% of Millennials have paid for a streaming subscription specifically to watch sports during the previous 12 months.
• 80% of Millennials say they would pay extra for a streaming service that offered all the sports they want to watch in one place.
• Millennials use a television for only about 61% of their live sports viewing at home, with the rest taking place on phones, tablets, and laptops.
• Only 58% of Gen Z and Millennial fans say live sporting events are their favorite type of sports content, compared with 71% of all fans.
• 43% of Gen Z and Millennials say they would pay more for streaming subscriptions that include access to live sports.
• 45% of Millennials across 17 markets have traveled specifically to attend a sporting event, the highest share among all generations studied.
• 32% of Millennials plan to take a leisure trip specifically for a sporting event within the next 12 months.
• Millennials and Gen Z are identified as the core growth engine for sports tourism, as they are more likely than older generations to combine live events with broader travel experiences.
• Millennials and Gen Z fans are significantly more likely than older generations to engage with sports through social media, streaming, live events, merchandise, and creator content simultaneously.
• The average fan in Deloitte’s 2026 study is 44 years old, compared with 58 among non-fans, showing that fandom skews toward younger consumers.

Sports Fan Spending Statistics

Average Annual Spending By Sports Fans

• U.S. sports fans spend an average of $1,600 per year supporting their favorite teams.
• Highly engaged or “fanatical” U.S. fans spend nearly $2,200 annually on sports-related activities and purchases.
• Australian sports fans collectively spend more than A$19 billion per year on fandom-related expenses.
• Australian fans who attend their favorite teams in person spend an average of A$408 per event, including tickets, travel, accommodation, food, and drinks.

Ticket Spending

• U.S. consumers who attended a professional sporting event spent an average of $132 on a single ticket in Deloitte’s 2024 survey.
• Sports team fans spent $18 more per ticket than the average professional sporting event attendee.
• Nearly 60% of consumers said they had skipped a live event they wanted to attend because the cost was too high.
• Younger sports fans report spending around $70 more on tickets than older fans, despite having roughly 20% lower average incomes.
• 67% of U.S. sports fans say attending professional sporting events has become somewhat or very unaffordable.
• 86% of U.S. fans say live sports are becoming a luxury experience.

Merchandise Spending

• U.S. fans spent approximately $22 billion on licensed sports apparel in 2025.
• NFL fans accounted for around $6.05 billion in licensed apparel spending in 2025.
• NFL merchandise spending averaged about $33 per fan, compared with $24 for MLB fans, $21 for NBA fans, $20 for college football fans, and $18 for NHL fans.
• More than 50% of high-income U.S. sports fans buy sports merchandise at least several times per year.
• 19% of high-income fans purchase sports merchandise monthly or more often.
• Among affluent fans, 63% buy hats, 58% jerseys, and 41% other sports apparel.
• 50% of affluent fans say team loyalty is the main reason they purchase merchandise.
• Younger sports fans are 21% more likely to buy souvenirs at live events than older fans.
• 76% of Australian sports fans would be willing to spend up to A$200 on a new jersey for their favorite team or player.

Streaming And Subscription Spending

• 53% of U.S. sports fans said they had paid for a streaming service specifically to access sports content during the previous year.
• Australian fans who subscribe to sports streaming services spend an average of A$44 per month, or about A$534 annually.
• Sports fanatics can spend up to three times more on streaming than casual fans.
• Sports fanatics spend around 1.5 times more on traditional broadcast services than casual sports fans.
• 49% of sports fans say having too many streaming subscriptions is a burden.
• 62% of sports fans report frustration with finding where specific sports content is available.

Food And Beverage Spending At Events

• MLB fans spent an average of $56 per game on food and beverages in a 2025 fan study.
• 77% of MLB fans said they would spend more on food and beverages if concession wait times were shorter.
• 80% of MLB fans reported abandoning a concession line when the wait became too long.
• In a multi-country stadium survey, U.S. fans spent an average of $42 per game on food and beverages.
• 72% of U.S. fans said they usually or always purchase food at sporting events, while 76% purchase beverages.
• 53% of high-income fans believe technology could improve stadium food and beverage purchasing through in-seat ordering and shorter concession waits.

Travel Spending For Sporting Events

• Sports tourists worldwide spend an average of approximately $1,500 per trip.
• Frequent sports travelers can spend up to twice as much as casual event attendees.
• 38% of consumers across 17 markets have already traveled specifically to attend a sporting event.
• Nearly one-quarter of consumers across those markets plan to travel for a sporting event within the next year.
• For the 2026 international soccer tournament in North America, U.S. attendees expected to spend an average of $379 on tickets, $328 on travel, and $311 on hotels.

Spending By Income Level

• PwC defines its premium sports fan segment as individuals earning more than $200,000 annually or households earning more than $300,000.
• 60% of high-income U.S. sports fans are willing to spend more than $250 on a special sporting event such as a playoff game.
• 20% of affluent sports fans are willing to spend more than $1,000 on a premium sporting event.
• 42% of high-income fans would spend more than $250 on sporting events that include premium hospitality.
• Nearly 25% of affluent fans would spend more than $500 for hospitality packages that include player meet-and-greets or autograph opportunities.
• 34% of affluent sports fans attend live sporting events at least once per month.
• Monthly attendance rises to 57% among high-income men aged 35–44 and 56% among affluent women aged 18–24.

Sports Attendance Statistics

Global Sports Attendance

• Formula 1 attracted a record 6.7 million fans across its 24 race weekends in 2025, up from 6.5 million in 2024.
• 19 of 24 Formula 1 events sold out in 2025, while 11 race weekends set new attendance records.
• The Premier League attracted approximately 15.3 million spectators during the 2024/25 season, making it Europe’s best-attended domestic football league by total crowd.
• MLB drew 71.4 million fans during the 2025 regular season, its third consecutive year above 70 million.
• NHL regular-season attendance reached a record 23.0 million in 2024/25.
• MLS attracted 11.2 million fans in 2025, the second-highest total attendance in league history.

Stadium Attendance By Sport

• NFL games averaged approximately 69,000 spectators per game in 2025, among the highest regular-season averages in professional team sports.
• The Bundesliga averaged more than 42,000 spectators per match in 2025/26.
• The Premier League averaged more than 40,000 fans per match in 2024/25 and operated at 98.8% stadium capacity.
• The Indian Premier League averaged approximately 41,900 spectators per match in 2025.
• MLS averaged 21,988 spectators per match in 2025.
• NHL arenas operated at 96.9% capacity during the 2024/25 regular season.

Average Attendance By Major League

• NFL regular-season games averaged around 69,000 spectators in 2025.
• MLB averaged roughly 29,400 spectators per game in 2025, based on total attendance of 71.4 million across the regular season.
• NBA average regular-season attendance reached a record 18,324 per game in 2023/24.
• NHL average attendance was approximately 17,500 per game in 2024/25, based on 23.0 million spectators across 1,312 games.
• MLS averaged 21,988 fans per match in 2025.
• The WNBA averaged approximately 10,986 spectators per game in 2025, with total attendance exceeding 3.1 million.

Most Attended Sporting Events

• The 2025 British Grand Prix weekend attracted 500,000 spectators, one of the largest crowds of the Formula 1 season.
• The 2025 Australian Grand Prix attracted 465,000 fans across the race weekend.
• The 2025 NHL Stadium Series game at Ohio Stadium drew 94,751 spectators, the second-largest crowd in NHL history.
• The record attendance for a UEFA Women’s Champions League match remains 91,648, set by Barcelona vs. Wolfsburg at Camp Nou in 2022.
• The UEFA Women’s EURO 2022 final between England and Germany attracted 87,192 spectators at Wembley Stadium.
• Bay FC vs. Washington Spirit attracted 40,091 fans in 2025, setting a record for a standalone NWSL match.

Attendance Growth By Generation

• 45% of Millennials across 17 markets have traveled specifically to attend a sporting event.
• 40% of Gen Z consumers have traveled specifically for a sporting event.
• Sports-event travel falls to 36% among Gen X and 30% among Baby Boomers and older consumers.
• 32% of Millennials plan to travel for a sporting event within the next 12 months, compared with 30% of Gen Z, 20% of Gen X, and 9% of Baby Boomers+.
• Gen Z and Millennials attend more types of live events and attend them more frequently than older generations.
• Nearly 70% of Gen Z and Millennial sports fans want access to the same statistics, analysis, and replays inside stadiums that they receive when watching at home.

Women’s Sports Attendance

• WNBA attendance reached a record 3.1 million fans in 2025, rising 33% year over year.
• The WNBA recorded 179 sellouts during the 2025 season.
• The Golden State Valkyries set WNBA records with 397,408 total home attendance and an average of 18,064 fans per game in their inaugural 2025 season.
• The Valkyries sold out all 22 home regular-season games in 2025.
• The NWSL averaged more than 10,000 fans per match for a third consecutive season in 2025.
• A record six NWSL clubs averaged at least 10,000 fans at every home match in 2025, up from four clubs in 2024.
• NWSL postseason attendance reached a record 114,459 across seven playoff matches in 2025, up 11% year over year.
• UEFA Women’s EURO 2025 attracted a record 657,291 spectators, surpassing the previous tournament record of 574,875 set in 2022.
• Average attendance at Women’s EURO 2025 exceeded 20,000 spectators per match for the first time.
• The 2024/25 UEFA Women’s Champions League league/group phase attracted 221,249 spectators, marking a third consecutive season above 200,000.

Sports Fan Attendance By League

• 
  MLB recorded the highest total attendance in this comparison, drawing 71.4 million fans during the 2025 regular season.
• The NFL averaged 66,919 fans per regular-season game in 2024, with total paid attendance exceeding 18.2 million.
• NBA average attendance reached 18,147 fans per game in 2024/25, the second-highest level in league history.
• NHL attendance surpassed 23 million for the first time in 2024/25, up from 22.87 million a year earlier.
• MLS attracted 11.2 million spectators in 2025, making it the second-highest attended regular season in league history.
• Premier League matches averaged 40,459 spectators in 2024/25, compared with 38,626 in 2023/24.
• Champions League total attendance jumped to roughly 8.37 million in 2024/25, partly because the new competition format increased the number of matches to 189.
• Formula 1 attracted a record 6.7 million spectators across 24 race weekends in 2025, up from 6.5 million in 2024.

Live Sports Fan Engagement Statistics

Percentage Attending Live Events

• 73% of sports fans globally attend at least one sporting event in a typical year.
• 68% of U.S. sports fans have attended an NFL, MLB, NBA, or NHL game in person.
• Among U.S. adults, 20% typically attend NFL games, 18% MLB games, 14% NBA games, and 9% NHL games.
• 47% of U.S. sports fans have attended games from more than one of the four major professional leagues.
• 29% of surveyed global sports fans expect to attend more sporting events in person over the next two years.

Frequency Of Attendance

• 9% of sports fans globally attend 12 or more sporting events per year.
• Another 13% attend between five and 11 events annually.
• 30% attend two to four sporting events per year, making this the largest attendance-frequency group.
• 22% attend one sporting event per year, while 27% typically attend none.
• In-person sports attendance is highest among fans aged 18–44.
• Germany has one of the highest frequent-attendance rates in IBM’s surveyed markets, with 24% of fans attending at least five events per year.

Fan Zones

• 23.7% of U.S. consumers planning to follow the 2026 FIFA World Cup expressed interest in public viewing events and fan zones.
• 5% of French consumers planning to follow Roland-Garros in 2026 expected to watch from a fan zone, up from 3% in 2025.
• Among established Women’s Super League fans, 47% favor comfortable seating and dining in fan zones, while 43% want screens showing live sport.
• Among potential WSL fans, 55% prefer comfortable seating and dining, while 51% value shelter in fan-zone areas.
• Only 13% of established WSL fans and 9% of potential fans prioritize selfie or photo opportunities in fan zones.

Watch Parties

• More than 75% of North American World Cup fans planned watch parties for the 2026 tournament.
• 76% of U.S. viewers and 80% of Canadian viewers planned to take part in World Cup watch parties.
• Among U.S. intended World Cup viewers, 57% planned to watch at least some matches in a social setting.
• 24% of intended U.S. World Cup viewers planned to host a watch party at home, while 25% expected to watch at someone else’s home.
• 27% planned to watch World Cup matches at a bar, restaurant, or public space.
• 36% of U.S. adults aged 21+ planning to watch the 2026 World Cup said they would host a watch party.
• Among World Cup watch-party hosts, 61% expected at least five guests.
• For the 2025 NFL Draft, 23% of NFL fans and 29% of adults aged 18–34 planned to attend an in-person or online watch party.

International Sporting Events

• 25% of consumers across 17 markets say attending a live international sporting event in their home market has made them a fan of a new sport.
• The share rises to 35% among Gen Z and 34% among Millennials.
• 50% of consumers in India say attending an international sporting event locally has converted them into fans of a new sport.
• The equivalent figure is 47% in the UAE, 40% in Indonesia, and 34% in Australia.
• Major single-sport international tournaments such as the FIFA World Cup are the preferred sports-travel event type for 39% of consumers across the 17 markets studied.
• 32% prefer major multi-sport international events such as the Olympics, while 28% cite domestic championship matches.

Tourism Around Sport

• 38% of consumers across 17 markets have traveled specifically to attend a sporting event.
• 23% plan to take a sports-driven leisure trip within the next 12 months.
• The UAE has the highest sports-travel participation among the markets studied, with 57% having traveled for a sporting event.
• Mexico and Indonesia follow at 49% each, while India stands at 48%.
• 40% of UAE residents have traveled internationally to attend a sporting event, compared with 31% in Singapore and 23% in Hong Kong.
• 45% of sports travelers cite the atmosphere and excitement of live events as a key reason for traveling.
• 40% travel to support a team, while 37% cite their love of the sport.
• 28% see sports-event travel as an opportunity to explore a new destination.

Digital Sports Fan Engagement Statistics

Social Media Engagement

• More than 90% of Gen Z and Millennial sports fans use social media to consume sports-related content, including highlights, live events, news, and commentary.
• Around 50% of Gen Z sports fans use social media to read comments or interact with others while watching live sports at home.
• Around 80% of Gen Z sports fans follow a professional athlete online.
• 59% of surveyed fans who follow sports influencers engage with them for analysis and predictions.
• 74% of sports influencer followers say storytelling is important to how they experience or connect with sports.
• 77% of sports fans perform at least one additional game-related activity while watching sports, including checking statistics or using social media.
• Around 25% of sports fans post on social media while attending a live professional sporting event.

Sports Streaming

• 30% of sports fans across 12 countries said subscription streaming services were their most likely way to watch live sports in 2026, slightly ahead of linear broadcast at 29%.
• Among fans who use digital platforms, 43% cite convenience as a main reason for choosing them over linear television.
• 27% of digital sports viewers cite access to exclusive content as a reason for choosing streaming and other digital platforms.
• 39% of surveyed sports fans are frustrated by having to manage multiple subscriptions to watch sports.
• Subscription frustration rises to 46% among Gen Z sports fans.
• 75% of fans expect their sports viewing habits to change within the next two to three years.
• The figure rises to 89% among Gen Z and 84% among Millennials.
• Television accounts for about 74% of live sports viewing time at home overall, compared with 58% for Gen Z and 61% for Millennials.

Sports Apps And Mobile Usage

• 72% of surveyed sports fans use sports apps in 2026.
• 74% trust sports apps and digital platforms to provide accurate and reliable information.
• 47% would be likely to download and use one centralized sports app containing their sports content and information.
• Only 29% would be willing to pay for a centralized sports app subscription.
• 40% of sports app users say having information in one place is their main reason for using an app.
• 35% use sports apps for real-time updates when they cannot watch or listen to an event.
• 30% of app users say they use live statistics and analytics more than they did one to two years earlier.
• 33% of sports app users bought tickets through an app during the previous year.
• 30% ordered food or beverages through a sports app, while 29% purchased merchandise.
• 82% of sports fans use their mobile phone in some way while attending a live professional sporting event.

YouTube And Short-Form Video

• More than 45 billion hours of sports content are consumed annually on YouTube.
• More than 1.7 billion unique viewers globally watched FIFA World Cup 2026-related videos on YouTube.
• More than 550 million World Cup-related YouTube viewers watched on television screens during the 2026 tournament.
• FIFA’s official YouTube channel generated more than 4 billion views during the 2026 World Cup period.
• FIFA added more than 7.5 million YouTube subscribers between June 11 and July 19, 2026.
• NFL-related videos generated more than 20 billion YouTube views globally in 2025.
• Annual views of NFL-related content on YouTube increased by more than 250% between 2020 and 2025.
• Annual uploads of NFL-related videos increased by more than 400% over the same period.
• Kings League-related videos attracted more than 900 million YouTube views worldwide in 2025.
• 66% of sports fans aged 14–49 in Mexico watch or engage with creator or fan sports commentary and analysis at least weekly.
• YouTube users are 1.7 times more likely to associate watching sports clips with YouTube Shorts than with other short-form video platforms.
• 54% of surveyed users said they would rather watch a creator break down a major event than watch the event itself.

Podcasts And Sports Content

• 64% of U.S. sports fans frequently or occasionally consumed sports audio through radio, podcasts, or SiriusXM during the previous year.
• The share of sports audio listening going to podcasts nearly doubled between 2018 and 2024.
• Sports audio consumers aged 13–34 spend three times as much of their sports audio time with podcasts as with radio.
• 57% of Gen Z sports fans use sports audio to find perspectives not covered by other media.
• The figure rises to 60% among Millennial sports fans.
• 28% of Gen Z sports podcast listeners began listening to sports podcasts within the previous six months.
• 85% of Gen Z sports podcast listeners use social media to discover sports podcasts, compared with 83% of Millennials.
• 76% of sports podcast listeners continue following an athlete after the athlete moves to another team, compared with 51% of sports fans who do not listen to sports podcasts.
• 63% of sports audio listeners have searched for more information about a company or product after hearing an advertisement in sports audio.
• More than 50% of sports audio listeners have purchased a product or service after hearing it advertised on a sports podcast or other sports audio program.

Online Fan Communities

• 55% of fans say fandom leads them to engage across multiple platforms, rising to around 70% among Gen Z and Millennials.
• Around 50% of Gen Z sports fans interact with or read comments from other fans on social media while watching live sports.
• Nearly 40% of Gen Z fans say they would be more likely to watch sports at home if they were watching with friends or family.
• Community engagement ranked as the top sports-content priority for 11% of fans in 2025, up from 9% in 2024.
• More than 50% of Reddit users say the platform helps them become a “bigger sports fan.”
• Reddit had more than 1,000 active sports communities in its sports category.
• Reddit sports communities generated 20.4 billion screenviews over a 12-month period, representing 26% year-over-year growth.
• 95% of fans interact with their favorite team or league in some form during the off-season.
• More than 60% of fans say a strong year-round experience would make them more engaged with their team in the following season.

Sports Fans And Social Media Statistics

Percentage Following Teams

• 37% of U.S. sports fans say they follow sporting updates on social media.
• 25% of U.S. sports fans who follow sports on social media say team pages are their preferred type of sports account.
• Team pages are preferred by 29% of U.S. football fans, compared with 22% of basketball fans.
• Among daily TikTok users, 54% follow sports teams on social media.
• 95% of sports fans interact with their favorite team or league in some form during the off-season.

Percentage Following Athletes

• Around 80% of Gen Z sports fans follow a professional athlete online.
• 11% of U.S. sports fans who follow sports on social media prefer athlete pages as their main source of sports content.
• Athlete pages are preferred by 12% of basketball fans, compared with 6% of football fans.
• 20% of figure skating fans prefer athlete social media pages for sports updates.
• 16% of running and marathon fans prefer athlete pages.
• Around 40% of Gen Z and Millennials say they often follow athletes on social media after watching them compete.

Most-Used Platforms

• YouTube, Facebook, Instagram, and TikTok are among the major social platforms used by sports fans for content and engagement.
• YouTube is the preferred social platform for sports content among Gen Z fans, according to Morning Consult research.
• Younger sports audiences are considerably more likely to use social media for sports than older audiences.
• 62% of U.S. adults aged 18–29 use social media to follow sports, compared with only 16% among adults aged 65+.
• 51% of NBA fans and 46% of NHL fans consume sports through social media.

Instagram

• 44% of Gen Z sports fans reported using Instagram for sports content several times per week in Morning Consult research.
• Instagram is one of the leading sports-content platforms among Gen Z fans, behind YouTube in Morning Consult’s research.
• 40% of Gen Z U.S. adults use Instagram Reels daily, according to 2025 Morning Consult data.
• Rugby player Ilona Maher increased her Instagram following by 141% during the 2024 Olympics, highlighting how major events can rapidly grow athlete-led fandom.

TikTok

• 48% of Gen Z U.S. adults use TikTok daily, making it the most-used major short-form video platform among the generation in Morning Consult’s 2025 data.
• Gen Z adults are 11 percentage points more likely than Millennials and the overall population to name TikTok as their favorite platform for sports news and highlights.
• 55% of daily TikTok users follow athletic apparel brands on social media.
• 54% of daily TikTok users follow sports teams on social media.
• TikTok use among sports audiences is particularly valuable for leagues seeking to reach younger fans.

YouTube

• 49% of Gen Z sports fans reported using YouTube for sports content several times per week.
• YouTube ranks as Gen Z sports fans’ preferred platform for online sports content in Morning Consult research.
• Sports content generates more than 45 billion hours of viewing annually on YouTube.
• Kings League-related videos generated more than 900 million YouTube views worldwide in 2025.
• 66% of sports fans aged 14–49 in Mexico watch or engage with creator or fan sports commentary and analysis at least weekly on YouTube.
• 63% of Mexican sports fans aged 14–49 say they enjoy videos featuring sports events, games, or challenges created by online creators.

X

• 50% of U.S. sports fans reported using Twitter/X at least once during the previous month in Morning Consult research.
• This compared with 44% of U.S. adults overall.
• 16% of sports fans used Twitter/X multiple times per day, compared with 13% of U.S. adults.
• Twitter/X historically showed the largest sports-fan usage overindex among the social platforms tested by Morning Consult.

Facebook

• Facebook remains especially important for older and Millennial sports audiences, while younger fans increasingly favor YouTube, Instagram, and TikTok.
• In YouGov’s 2025 U.S. social media research, 75% of social media users used Facebook during the previous month.
• Facebook usage reached 85% among Baby Boomers+, compared with 65% among Gen Z.
• 71% of Millennials and 75% of Gen X social media users reported using Facebook during the previous month.

Reddit And Sports Communities

• Reddit has more than 1,000 active sports communities.
• Sports communities generated 20.4 billion screenviews over a 12-month period.
• Sports-community screenviews increased 26% year over year.
• Reddit sports communities generate around 249 million global engagements per month, including posts, votes, and comments.
• More than half of Reddit users say the platform helps them become a bigger sports fan.
• The r/NFL community gained more than 3 million subscribers during the 2023–24 season.
• Reddit cricket communities generated 3.7 billion screenviews in a 12-month period ending in 2025.
• Cricket communities recorded 32 million global engagements during the same period.

Social Media Engagement By Generation

• More than 90% of Gen Z and Millennial sports fans use social media to consume sports content.
• Around 50% of Gen Z sports fans use social media while watching live sporting events at home.
• 93% of Gen Z and 85% of Millennials follow live events through social posts from official accounts, attendees, influencers, or news outlets.
• 55% of fans overall say fandom leads them to engage across multiple platforms, rising to around 70% among Gen Z and Millennials.
• Social platforms are the primary content-discovery channel for 73% of Gen Z fans.
• Millennials are about 40% more likely than Baby Boomers to prefer social media for updates about their favorite teams and players.
• 61% of Gen Z fans usually watch live sports at home with other people, compared with 53% of Gen X and 48% of Boomers.

Sports Streaming Fan Statistics

Live Sports Viewers

• 30% of sports fans across 12 countries said subscription streaming services were their most likely way to watch live sports in 2026.
• 29% of surveyed fans still selected traditional linear broadcast as their most likely way to watch live sports. 
• More than 90 million U.S. viewers were projected to stream a sports event at least once per month by 2025, up from 57 million in 2021.
• 75% of sports fans expect their viewing habits to change within the next two to three years.
• 43% of digital sports viewers cite convenience as a key reason for choosing digital platforms over linear television. 
• 27% cite exclusive content as a key reason for choosing digital sports platforms.

Traditional TV Vs Streaming

• Sports fans watching from home spend around 60% of their sports-viewing time with traditional cable, broadcast, or satellite providers. 
• Around 22% of sports-viewing time at home is spent on streaming video services in Deloitte’s sports fandom research. 
• 56% of sports fans who watched an event on streaming said the experience was better than watching the same event on cable or broadcast TV. 
• 42% of fans said ease of finding the event was one reason they preferred a particular streaming experience. 
• Streaming represented 48.2% of all ad-supported TV viewing in Q2 2026, compared with 26.6% for broadcast and 25.2% for cable.
• In Q4 2025, streaming accounted for 45.6% of ad-supported TV viewing, compared with 29.6% for broadcast and 24.8% for cable. 

Streaming By Generation

• The number of sports fans aged 50+ using streaming to watch sports increased 21% between 2022 and 2024. 
• 89% of Gen Z sports fans expect their sports-viewing habits to change within the next two to three years. 
• 84% of Millennials expect their sports-viewing habits to change over the same period. 
• Television accounts for only 58% of Gen Z live sports viewing at home, compared with 74% among sports fans overall. 
• Millennials use televisions for around 61% of their live sports viewing at home. 
• 46% of Millennials had paid for a streaming subscription specifically to watch sports within the previous year. 
• 43% of Gen Z and Millennials say they would pay more for streaming subscriptions that include live sports. 
• One-third of Gen Z consumers say they do not subscribe to a streaming service for sports because they can watch clips and highlights on social media.

Streaming By Sport

• Prime Video’s Thursday Night Football averaged 15.3 million viewers during the 2025 NFL season, up 16% year over year. 
• The 2025 Prime Video NFL Wild Card game attracted 31.6 million viewers, becoming the most-streamed NFL game on record at the time. 
• Prime Video’s 2025 Thursday Night Football season reached 122.09 million unique U.S. viewers, up from 71.97 million in its first exclusive season in 2022.
• Prime Video’s NFL audience had a median age of 49.4, compared with 56.2 for NFL audiences on linear networks. 
• MLS averaged 3.7 million gross live match viewers per week across streaming and linear platforms in 2025, up 29% year over year. 
• The 2025 MLS Cup attracted 4.6 million viewers across all platforms.
• 70% of Apple TV viewers of the 2025 MLS Cup were under age 45. 
• Apple TV viewers spent an average of 70 minutes watching the 2025 MLS Cup.
• Nielsen reported that the NBA’s expanded multiplatform distribution helped increase viewership by 18% during the 2025/26 season at the time of its 2026 upfront analysis.
• The 2025 MLB postseason generated 58.2 billion viewing minutes, up 24% from the previous year across its multiplatform coverage.

Paid Subscriptions

• 53% of U.S. sports fans said they had paid for a streaming service specifically to access sports content during the previous year. 
• 49% of sports fans say managing too many streaming subscriptions is a burden.
• 62% of sports fans report frustration with finding where sports content is available.
• 54% have missed a sporting event they wanted to see because of difficulty finding the correct service or platform. 
• 39% of fans across 12 countries report frustration with having to manage multiple sports subscriptions. 
• Subscription frustration rises to 46% among Gen Z fans.
• 47% of sports fans would use one centralized sports app, but only 29% would pay for it. 
• 61% of fans interested in paying for a centralized app cite premium live viewing as a key reason, while another 61% want all sports content in one place. 

Multi-Screen Viewing

• 77% of sports fans have performed at least one additional game-related activity while watching sports at home. 
• Common second-screen activities include checking statistics, using social media, watching another game, sports betting, and fantasy sports. 
• Around 50% of Gen Z sports fans use social media while watching live sports from home.
• Younger generations are more likely than older fans to use phones, laptops, and tablets alongside the main sports broadcast. 

Mobile Viewing

• Gen Z watches live sports on television only 58% of the time at home, leaving 42% of viewing time for devices such as smartphones, laptops, and tablets.
• For Millennials, around 39% of live sports viewing time at home takes place away from the television.
• 72% of surveyed sports fans use sports apps in 2026. 
• 35% of sports app users rely on apps for real-time updates when they cannot watch or listen to an event.
• 30% of sports app users say they now use live statistics and analytics more frequently than they did one or two years earlier. 

Sports Fan Engagement By Sport

Football / Soccer Fans

• 51% of people globally identify as football or soccer fans, making it the world’s most popular sport.
• Football fandom reaches 64% of the population in Mexico.
• The U.S. has around 62 million soccer fans, making it one of the largest football markets globally.
• 76% of U.S. soccer fans are Gen Z or Millennials.
• 34% of U.S. soccer fans live in households earning at least $100,000 per year.
• 67% of global football fans say sponsoring brands are more appealing, compared with 54% of the general population.
• Football accounts for around 41% of all sports sponsorships globally.

Basketball Fans

• NBA league, team, and player platforms have accumulated more than 2.5 billion likes and followers globally.
• NBA social media content generated a record 228 billion views during the 2025/26 regular season.
• NBA social views increased 13% year over year in 2025/26.
• 170 million people in the U.S. watched NBA games during the 2025/26 regular season, the league’s largest reach in 24 years.
• More than 1.3 billion hours of live NBA game coverage were consumed globally across measured linear and streaming platforms in 2025/26.
• NBA All-Star content generated more than 1 billion social media views across the first two days of the 2025 event.
• NBA TikTok recorded more than 100 million views in a single day during 2025 All-Star Weekend.
• The 2025 NBA Paris Games generated more than 718 million social views.

American Football Fans

• More than 183 million fans outside the United States follow the NFL.
• The NFL’s Global Markets Program expanded to all 32 teams across 21 international markets in 2025.
• NFL international social channels generated more than 236 million Super Bowl video views around Super Bowl LVII.
• International Super Bowl social video views increased 25% year over year in that period.
• NFL international social accounts had more than 14.5 million followers at the time of the same study.
• International NFL Shop revenue during Super Bowl LVII increased 45% year over year.

Baseball Fans

• MLB attracted 71.4 million fans to regular-season games in 2025.
• The 2025 season marked MLB’s third consecutive year of attendance growth.
• MLB and MLB Español social accounts generated a record 17.8 billion views during the 2025 regular season.
• MLB social media views increased 20% year over year in 2025.
• The average age of MLB secondary-market ticket buyers fell to 39 in 2025, down from 42 in 2023.
• TBS viewership among adults aged 18–34 increased 74% during the 2025 MLB regular season.
• FS1’s MLB audience among adults aged 18–34 increased 25%, while MLB Network grew 19%.
• The 2025 MLB postseason generated 58.2 billion viewing minutes, up 24% year over year.

Formula 1 Fans

• Formula 1’s global fanbase reached 827 million in 2025.
• F1 fandom increased 12% year over year and 63% compared with 2018.
• 43% of Formula 1 fans are under age 35.
• 57% of new F1 fans in 2025 were under 35.
• Women represent 42% of the Formula 1 fanbase, up from 37% in 2018.
• 48% of all new F1 fans in 2025 were women.
• 61% of highly engaged fans surveyed globally engage with Formula 1 content every day.
• Among U.S. Gen Z F1 fans surveyed, 70% engage with F1 content daily.
• 64% of surveyed F1 fans say social media is an important channel for accessing F1 content, rising to 94% among Gen Z.
• 76% of surveyed fans believe sponsors improve the F1 experience, while one-third are more likely to buy from F1 partners.

Tennis Fans

• 33% of people globally identified as tennis fans in 2025.
• Global tennis fandom increased over the four years leading to 2025.
• Women make up 46% of the global tennis fanbase, compared with 54% for men.
• Tennis remains one of the world’s most widely followed individual sports.
• Tennis fandom is considerably more gender-balanced than many major team sports, with only an 8-percentage-point gap between male and female fans.

Esports Fans

• The global esports audience reached approximately 640 million people in 2025.
• Around 318 million are dedicated esports fans, while roughly 322 million are occasional viewers.
• Live esports generated a record 3.3 billion hours watched in 2025, excluding mainland China.
• Esports live watch time increased 1.5% year over year in 2025.
• League of Legends generated 735.5 million hours watched in 2025, the highest total among esports titles.
• Counter-Strike generated 584.7 million hours watched, followed by Mobile Legends: Bang Bang at 433.9 million.
• The 2025 League of Legends World Championship peaked at approximately 6.75 million concurrent viewers.
• The LCK 2025 season generated 161.8 million hours watched, the highest total for an individual esports competition that year.
• Co-streaming with independent creators became standard across nearly every tier-one esports title in 2025, helping competitions reach audiences beyond official broadcasts.

Soccer Fan Statistics

Global Soccer Fanbase

• 51% of people globally identify as soccer / football fans, making it the world’s most popular sport.
• Soccer fandom is considerably higher in some markets, reaching 64% of the population in Mexico.
• Soccer accounts for approximately 41% of all sports sponsorships globally.
• North American soccer fandom increased 11% between 2020 and 2025.
• Soccer plays an important role in daily life for 60% of North American soccer fans.

North America Soccer Fanbase

• The U.S., Mexico, and Canada have a combined 136.1 million soccer fans.
• The U.S. alone has a soccer fanbase of more than 62 million people.
• The U.S. ranks among the five largest soccer fan markets globally.
• 27% of Americans identified as soccer fans heading into 2026.
• 33% of Asian Americans expressed interest in soccer in 2026, compared with 28% of the total U.S. population.
• Soccer interest rises to 37% among Native Hawaiian and Pacific Islander Americans.

Soccer Fan Age Demographics

• 76% of U.S. soccer fans are Millennials or Gen Z.
• The young age profile makes U.S. soccer fandom significantly different from many traditional American sports audiences.
• 81% of Gen Z Americans surveyed by PwC planned to watch or follow the 2026 World Cup.
• 71% of Millennials planned to follow the tournament.
• World Cup interest fell to 55% among Gen X and 35% among Baby Boomers in the same U.S. survey.

Soccer Fans By Gender

• 67% of U.S. soccer fans are men, while 33% are women, according to YouGov’s 2026 audience profile.
• Female fans are nevertheless becoming increasingly important across sports, with women representing 42% of fans of men’s sports globally in Nielsen’s latest broader sports data.
• The NWSL reached 39.3 million U.S. fans in 2025, up from 30.8 million in 2023.
• 64% of NWSL fans were men in Nielsen’s 2025 data, showing that women’s soccer also attracts a substantial male audience.

Soccer Streaming And Viewership

• U.S. viewers spent 79.8 billion minutes watching soccer in 2025.
• Liga MX was the most-watched soccer league on U.S. television in 2025, ahead of the UEFA Champions League, Premier League, NWSL, and LaLiga.
• 67% of U.S. World Cup fans planned to watch full matches ahead of the 2026 tournament.
• 30% of the general U.S. population also planned to watch full World Cup matches.
• More than 1.7 billion unique viewers globally watched FIFA World Cup 2026-related content on YouTube.
• More than 550 million World Cup YouTube viewers watched on television screens.
• Official YouTube broadcasts of the 2026 World Cup final reached an average audience of more than 21 million across 40+ markets.
• The World Cup final peaked at more than 27 million concurrent viewers on YouTube.
• FIFA’s official YouTube channel generated more than 4 billion views during the tournament period.
• FIFA added more than 7.5 million YouTube subscribers between June 11 and July 19, 2026.

Soccer Fan Sponsorship Receptiveness

• 73% of North American soccer fans find sponsors appealing.
• 61% of North American soccer fans would choose a sponsor brand over a competing brand.
• Globally, 67% of soccer fans say brands are more appealing when they participate in sports sponsorships.
• 59% of global soccer fans would choose a sponsor’s product over a competitor when price and quality are equal.
• 56% of soccer fans actively seek information about brands sponsoring their favorite teams.
• Sports sponsorship exposure produced an average 10% lift in purchase intent across Nielsen’s analyzed sponsorship campaigns.
• 50% of Hispanic U.S. soccer fans say they feel more loyal to companies that sponsor the sports they follow, compared with 38% of the general population.

FIFA World Cup 2026 Impact

• 59% of Americans surveyed by PwC planned to watch or follow the 2026 World Cup.
• 11% of Americans surveyed planned to attend a World Cup match in person.
• 27% of the U.S. population expected their interest in soccer to increase specifically because of the 2026 World Cup.
• Nielsen found that 56% of existing U.S. soccer fans said the World Cup was driving their growing interest in the sport.
• 33% of the broader U.S. population expected their soccer interest to increase through the tournament in Nielsen’s June 2026 research.
• The opening World Cup matches involving the U.S., Mexico, and Canada reached more than 54 million viewers across the three host countries.
• The U.S. opening match against Paraguay attracted a combined 27.5 million viewers, making it the most-watched soccer match ever broadcast in the U.S. at that point.
• FIFA World Cup 2026 attracted an all-time record 6,810,966 stadium spectators across 104 matches.
• Average World Cup attendance reached 65,490 fans per match.
• The tournament’s 16 venues operated at 99.7% capacity.
• World Cup 2026 generated at least 20 billion video views across digital platforms before the quarter-finals had even begun.

Women Sports Fan Statistics

Female Sports Fan Growth

• 56% of recent U.S. sports fans are women, according to Nielsen’s 2026 Women & Sports report.
• 48% of U.S. women are very interested in at least one sport.
• Women now account for 47% of fans of women’s sports globally, up from 45% in 2022.
• Women represent 42% of fans of men’s sports globally, up from 40% in 2022.
• The share of U.S. consumers with no interest in women’s sports fell by nearly 20% over three years.
• 52% of the U.S. population is interested in women’s sports.

Women Watching Men’s Sports

• Women make up 42% of the global audience for men’s sports, compared with 40% in 2022.
• Female viewership of the 2026 Men’s College World Series increased 107%.
• Nielsen identifies female fans as one of the fastest-growing audience groups in men’s sports.
• Nearly half of U.S. women, 48%, are highly interested in at least one sport, showing substantial engagement beyond women-only competitions.

Women’s Sports Audiences

• U.S. viewers consumed 46 billion minutes of women’s sports in 2025.
• Women’s sports viewing increased 71% between 2022 and 2025.
• Viewers had already watched 28.3 billion minutes of women’s sports during the first half of 2026, putting the category on record pace.
• The U.S. women’s sports fanbase reached 122.5 million people.
• Advertising spending around women’s sports increased approximately 120% from 2022 to 2026.
• Women’s sports increasingly deliver record ratings, sold-out venues, and engagement across digital platforms.

WNBA Fan Statistics

• The U.S. WNBA fanbase reached 46.9 million in 2025, increasing more than 31% in two years.
• WNBA regular-season viewership increased 201% in 2024.
• The WNBA reached 63.2 million unique viewers in 2025, up 16% year over year.
• Total WNBA attendance reached a record 3.1 million in 2025, increasing 33% year over year.
• The league recorded 179 sellouts during the 2025 season.
• The WNBA’s official social channels reached 9.8 million followers in 2025, up 10% year over year.
• Transactions on WNBAStore.com increased 60% year over year in 2025.
• 60% of WNBA fans are likely to recommend a league sponsor to other people.
• WNBA sponsor value delivered to brands increased 77% between the 2022 and 2023 seasons.
• 41% of WNBA fans could recall Google as a league sponsor in Nielsen research.

Women’s Football Fan Statistics

• Women’s football currently has a global fanbase of more than 500 million people.
• Nielsen projects the women’s football fanbase to exceed 800 million by 2030.
• That represents projected growth of approximately 38%.
• Women are expected to represent 60% of the global women’s football fanbase by 2030.
• 47% of women’s football fans are among the world’s higher-income consumers.
• 50% of women’s football fans are aged 25–44.
• The 2023 FIFA Women’s World Cup generated a media engagement audience of 2 billion people.
• Women’s World Cup sponsorship deals in 2023 were three times higher than in 2019.
• The NWSL fanbase reached 39.3 million U.S. fans in 2025, up from 30.8 million in 2023.
• NWSL linear viewership increased 22% year over year in 2025.
• NWSL live streams increased 30% year over year, while total viewing reached a record 2.62 billion minutes.
• The NWSL averaged 11,044 spectators per match through the first half of 2026, up 10% year over year.

Younger Women Sports Fan Demographics

• Viewership of the NWSL among women aged 18–34 increased 30% year over year in 2025.
• NWSL TikTok followers doubled in 2025, while engagement increased 68%.
• Total NWSL social followers increased 27% year over year in 2025.
• 50% of women’s football fans are between 25 and 44 years old, making younger and middle-aged adults a core commercial demographic.
• Nielsen expects women to become the majority of the global women’s football audience by 2030, reaching a projected 60% share.

Sponsorship And Purchasing Behavior

• More than 30% of NWSL fans have purchased from a brand after seeing its in-game sponsorship.
• 60% of women’s sports fans have switched brands because of a company’s values.
• More than half of women’s sports fans believe brands and sponsors should invest more in women’s sports.
• 60% of WNBA fans are likely to recommend a sponsor brand to other consumers.
• Sponsor value generated by the WNBA increased 77% in 2023 compared with 2022.
• 41% of WNBA fans recalled Google as a sponsor, demonstrating strong sponsor recognition within the league’s audience.
• Women’s football fans are commercially attractive, with 47% falling into higher-income consumer groups.
• Nielsen projects women to control 75% of household purchasing decisions by 2028, increasing the commercial importance of female sports audiences.

Sports Fan Statistics By Region

North America

• The U.S., Mexico, and Canada have a combined 136.1 million soccer fans.
• Soccer fandom across North America increased 11% between 2020 and 2025.
• Soccer plays an important role in daily life for 60% of North American soccer fans.
• 73% of North American soccer fans find sponsors appealing, while 61% would choose a sponsor brand over a competitor. 
• The U.S. alone has more than 62 million soccer fans.
• 76% of U.S. soccer fans are Gen Z or Millennials, while 34% live in households earning at least $100,000. 
• Americans spent 79.8 billion minutes watching soccer in 2025.
• The U.S. Formula 1 fanbase reached approximately 52 million in 2025, while interest increased 11% year over year. 
• North America delivered a Formula 1 record in 2025, with 16 U.S. races broadcasts setting individual event viewership records on ESPN.

• Formula 1 had approximately 115.4 million fans across Europe in 2025.
• The UK alone accounted for 16.7 million Formula 1 fans.
• Formula 1 interest increased 12% in Germany and 6% in France during 2025.
• Among Germans planning a sports-related trip in 2026, 61% said football was the sport they followed for travel purposes, ahead of tennis at 25% and handball at 24%. 
• 66% of Germans willing to attend an international sporting event in their home city would choose football. 
• 14% of Germans planned a sports-related trip during the following 12 months, compared with 23% across the 17 markets surveyed by YouGov.
• 83% of sports fans in Central and Eastern Europe say on-field performance is the primary driver of fandom. 
• CEE sports rights holders prioritize content distribution at 87% and fan engagement at 77%. 
• Women’s sports in Central and Eastern Europe are projected to grow by around 22% annually. 
• Women’s football interest in the UK increased 15% within two years following England’s UEFA Women’s EURO 2022 victory. 
• 25.5% of people in the UK are interested or very interested in cricket. 

Asia-Pacific

• 66.1% of people in India are cricket fans, the highest share among the countries included in Nielsen’s global cricket analysis. 
• Cricket interest reaches 34.2% in Australia and 27.9% in New Zealand. 
• Soccer ranks as the most popular sport in Indonesia, Thailand, South Korea, and Singapore, and among the top two sports in India and Japan.
• The Indian Super League reached 157.2 million unique viewers, representing an 18% year-over-year increase. 
• 49% of consumers in Indonesia and 48% in India have traveled specifically to attend a sporting event. 
• 44% of Australians and 43% of Indians have traveled domestically for sporting events. 
• Formula 1’s Chinese fanbase reached approximately 221.1 million in 2025. 
• India accounted for approximately 78.8 million Formula 1 fans in 2025. 
• Formula 1 interest increased 11% in China during 2025, while Australian F1 television audiences increased 55%. 
• 35% of India’s population is interested in women’s football. 

Latin America

• Soccer fandom reaches 64% of Mexico’s population, well above the 51% global average. 
• 49% of consumers in Mexico have traveled specifically to attend a sporting event. 
• Formula 1 has more than 150 million fans across Latin America and the Caribbean, up 5% from 2024.
• 45% of Latin American and Caribbean F1 fans are women, while 43% are under age 35. 
• Brazil has approximately 71 million Formula 1 fans, making F1 the country’s most-followed global sports league.
• 45% of Brazilian F1 fans are women and 39% are younger than 35. 
• Argentina has approximately 17.2 million Formula 1 fans, with F1 ranking ahead of both the NFL and NBA among global sports leagues in the country. 
• 39% of Brazil’s population is interested in women’s football. 
• More than 24 million Brazilian viewers watched AFCON Morocco 2025, demonstrating strong cross-regional demand for international football.

Middle East And Africa

• 57% of UAE consumers have traveled specifically for a sporting event, the highest rate among the 17 markets surveyed by YouGov. 
• 40% of UAE residents have traveled internationally for sport, also the highest rate among the markets highlighted by YouGov. 
• Cricket attracts strong interest in the UAE, with 52.2% of consumers identifying as fans. 
• 70.5% of UAE cricket fans actively research brands involved in sports sponsorship, compared with 63.5% of the country’s general population. 
• 72% of UAE cricket fans say sports sponsorship helps them recall brands, compared with 66.4% of the general population. 
• More than 50% of the population across GCC countries is under age 25, helping drive growth in football, esports, padel, basketball, MMA, and other emerging sports. 
• Live attendance at football matches in Saudi Arabia has roughly doubled amid the expansion of the Saudi Pro League and arrival of international players.
• Formula 1 audiences in the Middle East increased 10% during the 2025 season. 
• AFCON Morocco 2025 generated a record 6 billion social-media views. 
• AFCON 2025 content generated 5.2 billion video views and 285 million social engagements. 
• Fans created more than 1 million TikTok videos using the #TotalEnergiesAFCON2025 hashtag.
• CAF’s social-media audience surpassed 45 million followers, including 11 million TikTok followers during the 2024/25 reporting period.

Sports Fan Loyalty Statistics

Team Loyalty

• 40% of sports fans across 15 markets say following a particular team influences their decision to follow a sport.
• Team allegiance is more than twice as influential as following an individual athlete, cited by 40% versus 19% of fans.
• Team allegiance influences 44% of male sports fans, compared with 35% of female fans.
• 25% of sports fans say family involvement influences which sports they follow.
• 46% of U.S. professional sports fans in Deloitte’s loyalty research described themselves as lifelong fans of their favorite team.
• Another 30% had supported their favorite team for more than 10 years, while 24% had been fans for less than 10 years.
• 60% of MLB fans in Deloitte’s loyalty research were classified as lifelong fans.
• Among U.S. MLB fans with a favorite team, 42% cite where they grew up as a reason for supporting that club.
• 34% of MLB fans cite family influence, while 28% cite where they currently live.

Athlete Loyalty

• 19% of sports fans across 15 markets say following a particular athlete influences their decision to follow a sport.
• 31% of sports fans have started following a new sport because of a specific athlete.
• 27% have started following a new league because of an athlete.
• 34% have started following a new team because of a specific athlete.
• Among fans aged 18–34, 41% have started following a new sport because of an athlete.
• 45% of 18–34-year-old fans have started following a new team because of a specific athlete.
• 76% of sports podcast listeners continue following an athlete after the athlete is traded to another team, compared with 51% of sports fans who do not listen to sports podcasts.
• 52% of Gen Z sports fans closely follow the personal lives of athletes they like, compared with 26% of Baby Boomers.

Switching Teams

• 26% of sports fans across 15 markets would begin supporting a new team alongside their existing team if their favorite athlete moved.
• Another 10% would switch their support entirely to the athlete’s new team.
• 27% would continue following the athlete without supporting the new team.
• Only 7% would stop following the athlete after the athlete moved teams.
• In a 2025 U.S. YouGov survey, 22% of adults said they would continue following a traded star player without supporting the player’s new team.
• Another 16% of U.S. adults would follow the player and also support the new team.
• Among Australian sports fans, 31% would support both their original team and their favorite athlete’s new team.
• 9% of Australian fans would switch completely to the athlete’s new team.

Multi-Team Fandom

• 26% of sports fans across 15 markets would add another team to their fandom if their favorite athlete moved there.
• Among fans aged 18–34, the figure rises to 35%.
• 66% of U.S. soccer fans support more than one club.
• 34% of U.S. soccer fans follow multiple teams within the same league.
• Another 32% follow teams across multiple leagues.
• Only 24% of U.S. soccer fans support one team exclusively.
• The share of U.S. soccer fans actively following three or more clubs increased from 46% in 2024 to 54% in 2025.
• 19% of U.S. soccer fans followed more than five teams in 2025.
• During the 2026 World Cup, 66% of surveyed U.S. fans supported or cared about multiple national teams, while 24% exclusively supported one country.
• 43% of U.S. World Cup fans had one favorite national team but also cared about other countries, while 23% supported several countries equally.

Local Vs Global Teams

• 40% of U.S. professional sports fans in Deloitte research said their hometown was the primary reason for their team loyalty.
• 22% cited their current location, while 14% cited family history.
• Team performance accounted for only 10% of primary team loyalty, while a favorite player accounted for 8%.
• 77% of Manchester United fans in Great Britain live outside the North West of England.
• 73% of Liverpool fans live outside the North West, illustrating the global reach of major football clubs.
• Around 70% of Brighton, Nottingham Forest, and Newcastle fans live near their respective clubs, giving them some of the most localized Premier League fanbases.
• Among U.S. soccer fans, 32% support clubs across multiple leagues, reflecting increasingly international club fandom.
• 54% of U.S. soccer fans followed at least three teams in 2025, up from 46% one year earlier.

Generational Differences In Fan Loyalty

• 50% of sports fans aged 18–34 would support their favorite athlete’s new team either alongside or instead of their current team.
• 35% of fans aged 18–34 would add the athlete’s new team, while 15% would switch to it completely.
• Among fans aged 35–54, 27% would add the new team and 12% would switch completely.
• Among fans aged 55+, only 18% would add the athlete’s new team and 6% would switch completely.
• 46% of Australian Gen Z sports fans would support both their existing team and their favorite athlete’s new team.
• 43% of Australian Millennials would support both teams after a favorite athlete transferred.
• 15% of Australian Gen Z fans would switch completely to the athlete’s new team.
• 42% of U.S. Gen Z adults became fans of a new athlete within a single year, compared with 33% of U.S. adults overall.
• 60% of Gen Z sports fans say they are bigger fans today than they were three years earlier.
• 34% of younger U.S. sports fans cite a team or player as an important part of attending a live game, compared with 45% of older fans.
• Only 29% of Gen Z fans choose teams based on geography, compared with 47% of Gen X and 67% of Baby Boomers in one 2025 U.S. survey.
• Family and friends influence the favorite-team choice of 50% of Gen Z fans and 61% of female Gen Z fans in Morning Consult research.

Sports Fans And Sponsorship Statistics

Brand Recall

• 74.3% of U.S. cricket fans say sports sponsorship makes it easier to remember a company’s name, compared with 49.5% of non-cricket fans.
• 72% of UAE cricket fans report stronger brand recall from sports sponsorships, compared with 66.4% of the general population.
• 64.7% of Indian cricket fans report stronger sponsor-brand recall, compared with 60.1% of non-cricket fans.
• 41% of WNBA fans can recall Google as a WNBA sponsor.
• Among British FIFA World Cup 2026 followers, 25% recall sponsor branding from TV, compared with 15% from social media.
• Among British World Cup followers aged 18–34, 28% recall sponsorship on social media, slightly higher than the 25% recalling it through TV.

Purchase Intent

• Nielsen analysis of 100 sports sponsorships found an average 10% increase in purchase intent among exposed fans.
• Nielsen also found that a 1-point increase in brand metrics such as awareness or consideration is associated with roughly a 1% increase in sales.
• 59% of global football fans would choose a sponsor’s product over a competitor when price and quality are equal.
• The equivalent figure among the general population is 45%, giving soccer sponsors a 14-percentage-point advantage.
• 61% of North American soccer fans say they would choose a sponsor brand over a rival.
• One-third of surveyed Formula 1 fans are more likely to purchase from an F1 partner.
• Among Gen Z Formula 1 fans, willingness to consider sponsor products rises to 40%.

Sponsor Awareness

• 56% of football fans actively seek information about brands sponsoring sports events or their favorite teams.
• 70.5% of UAE cricket fans actively inform themselves about sports sponsors, compared with 63.5% of the general population.
• 73% of North American soccer fans say sponsors are appealing.
• 67% of global football fans say brands become more appealing when they participate in sports sponsorship, compared with 54% of the general population.
• 71.9% of U.S. cricket fans say sports sponsorship makes brands more appealing, compared with 51% of the overall U.S. population.
• 76% of Formula 1 fans surveyed in 2025 believe sponsors improve the F1 experience.
• 72% of UK sports fans say sponsoring women’s sports reflects positively on a brand.

Likelihood To Buy Sponsor Products

• 69% of UAE cricket fans would choose a sponsor’s product over a competitor, compared with 60.6% of the UAE population overall.
• 61.1% of Indian cricket fans prefer sponsor brands when price and quality are comparable, versus 56.7% of the general population.
• 44.3% of UK cricket fans would favor sponsor products, compared with 31.2% of the overall UK population.
• 28% of WNBA fans reported buying something from a sponsor after seeing the brand during a game.
• The equivalent purchase rate among NBA fans in the same Nielsen research was 24%.
• 44% of WNBA fans visited a sponsor’s website after seeing sponsorship during a game, compared with 36% of NBA fans.
• 60% of WNBA fans say they are likely to recommend a league sponsor to others.
• 50% of consumers say they have purchased a product or service for the first time because it partnered with one of their fandoms.

Sponsorship Differences By Sport

• Soccer accounts for approximately 41% of all sports sponsorships globally.
• 67% of global soccer fans find sponsoring brands more appealing, compared with 54% of the general population.
• 71.9% of U.S. cricket fans find sports sponsors more appealing, compared with 51% of the U.S. population overall.
• 74.3% of U.S. cricket fans say sponsorship improves brand recall.
• 76% of Formula 1 fans believe sponsors improve their experience of the sport.
• 33% of Formula 1 fans are more likely to purchase products from F1 partners.
• 60% of WNBA fans are likely to recommend sponsor brands to others.
• WNBA sponsorship value delivered to brands increased 77% between the 2022 and 2023 seasons.
• The top 10 U.S. sports team sponsorship assets generated nearly $515 million in media value in 2025, with NBA court signage accounting for several of the most valuable assets.
• NBA and MLB sponsorship opportunities together represented approximately $515 million in media value for brands in 2025.

Sponsorship Differences By Generation

• 63% of U.S. sports fans aged 18–34 trust athlete endorsements.
• In the UK, 77% of sports fans aged 18–34 trust athlete endorsements.
• 40% of Gen Z Formula 1 fans say they are more likely to consider buying products from an F1 sponsor.
• Among British FIFA World Cup 2026 followers aged 18–34, 31% say sponsorship makes them feel more positively toward a brand, compared with 17% of World Cup followers overall.
• 28% of British World Cup followers aged 18–34 recall sponsor branding through social media, compared with 15% among followers overall.
• 52% of football fans aged 18–34 say they notice brands sponsoring sporting events, compared with 29% of fans aged 35+.
• 57% of younger football fans say they like seeing their favorite team partnered with “cool” sponsors, compared with 32% of older fans.
• 66% of football fans aged 18–34 believe sponsorship helps companies remain socially relevant, compared with 48% of fans aged 35+.
• Around 80% of Gen Z sports fans follow professional athletes online, and this exposure can lead them to follow brands and purchase products promoted by those athletes.

Sports Merchandise Fan Statistics

Jerseys And Team Apparel

• U.S. fans spent $22 billion on licensed sports logo apparel in 2025.
• NFL merchandise generated $6.06 billion in apparel spending, accounting for 27% of U.S. licensed sports apparel spend.
• MLB generated $3.24 billion, while college football and the NBA each generated about $2.62 billion in licensed apparel spending.
• NHL licensed apparel spending reached approximately $1.52 billion in 2025.
• International soccer generated around $871 million in U.S. licensed apparel spending.
• Among high-income U.S. sports fans, 63% buy hats, 58% jerseys, and 41% other apparel.
• 50% of affluent sports fans say team loyalty is the main reason they buy merchandise.
• 31% cite affordability and 29% cite an emotional connection to a team or player as major merchandise purchase drivers.

Collectibles And Memorabilia

• The North American sports and entertainment trading card and memorabilia market is worth about $13 billion.
• Younger sports fans are 21% more likely than older fans to purchase souvenirs at live sporting events.
• Sports collectibles include trading cards, signed jerseys, sneakers, balls, helmets, bats, rackets, trophies, and championship memorabilia.
• Baseball remains one of the strongest collectibles categories because of its 150+ year history of cards and memorabilia collecting.
• Scarcity, athlete significance, game use, authentication, and historic sporting moments are among the factors that can increase memorabilia value.

Licensed Sports Products

• The global licensed sports merchandise market was valued at approximately $39.5 billion in 2025.
• The market is projected to reach $41.36 billion in 2026 and $56.21 billion by 2034.
• North America accounted for 51.89% of global licensed sports merchandise revenue in 2025.
• The U.S. licensed sports merchandise market alone was worth approximately $15.05 billion in 2025.
• Sports generated $44.4 billion in global licensed merchandise and services sales in 2025, up 8.5% year over year.
• Sports represented 11.4% of all global licensed merchandise and services sales in 2025.

Online Vs In-Store Merchandise

• 37% of high-income U.S. sports fans prefer online retailers when buying sports merchandise.
• 34% prefer official team stores, making them the second-most popular purchase channel.
• 30% prefer sporting goods stores, while 28% prefer merchandise shops inside stadiums and arenas.
• 26% of affluent fans prefer third-party online sports retailers.
• Offline retail accounted for approximately 59.1% of global licensed sports merchandise sales in 2025 in one market estimate.
• Online licensed sports merchandise sales are projected to grow at approximately 6.9% annually through 2031.

Gen Z And Younger Fan Spending

• Gen Z sports fans overspend on fandom more frequently than any other generation, with 43% saying they overspend at least a few months per year.
• 37% of Gen Z sports fans do not have a fixed sports budget.
• Younger fans spend about $70 more on live-event tickets than older sports fans despite having approximately 20% lower average incomes.
• Younger fans are 21% more likely to buy souvenirs when attending a live sporting event.
• 62% of younger fans want a unique and memorable experience when attending sports events, supporting demand for exclusive and event-specific merchandise.
• Among affluent fans aged 25–34, 21% say exclusivity is the most important factor when deciding whether to buy sports merchandise.

Most Valuable Merchandise Categories

• Apparel represented approximately 48.6% of the global licensed sports merchandise market in 2025, making it the largest merchandise category.
• Football / soccer represented approximately 38% of licensed sports merchandise sales globally in 2025.
• In U.S. licensed apparel, the NFL generated $6.06 billion, MLB $3.24 billion, college football $2.62 billion, and the NBA $2.61 billion.
• NFL fans spent approximately $33 per fan on licensed apparel, the highest per-fan figure among the major U.S. team sports measured by SBRnet.
• MLB fans spent about $24 per fan, followed by NBA fans at $21, college football fans at $20, and NHL fans at $18.
• College football overtook the NBA in total licensed apparel spending in 2025, reaching $2.621 billion versus $2.606 billion.
• Tennis generated only about $4.62 in licensed apparel spending per fan, while IndyCar generated $3.45, among the lowest monetization rates in SBRnet’s study.

Sports Tourism And Traveling Fans Statistics

Travel To Sporting Events

• 38% of consumers across 17 markets have traveled specifically to attend a sporting event.
• 23% plan to take a sports-driven trip within the next 12 months.
• The UAE has the highest sports-travel participation among the surveyed markets at 57%, followed by Mexico and Indonesia at 49% each and India at 48%.
• 40% of UAE consumers have traveled internationally for sport, compared with 31% in Singapore and 23% in Hong Kong.
• 44% of Australians have traveled domestically to attend a sporting event.
• 45% of Millennials have previously traveled for a sporting event, compared with 40% of Gen Z, 36% of Gen X, and 30% of Baby Boomers+.
• 32% of Millennials plan sports-related travel, compared with 30% of Gen Z, 20% of Gen X, and 9% of Baby Boomers+.

International Sporting Events

• 39% of sports travelers prefer major single-sport international tournaments such as the FIFA World Cup.
• 32% prefer major multi-sport events such as the Olympics.
• 28% identify domestic championship matches as a major reason to travel for sport.
• 25% of consumers across 17 markets say attending an international sporting event locally has made them a fan of a new sport.
• The new-fan conversion rate rises to 35% among Gen Z and 34% among Millennials.
• International sporting events converted 50% of Indian attendees, 47% in the UAE, 40% in Indonesia, and 34% in Australia into fans of a new sport.

Average Sports Trip Spending

• Sports tourists globally spend an average of approximately $1,500 per trip.
• Frequent sports travelers can spend up to twice as much as casual event attendees.
• Affluent sports tourists take more trips and spend more per visit than lower-frequency travelers.
• U.S. consumers planning to attend the 2026 FIFA World Cup expected combined average spending of roughly $1,018 on tickets, travel, and hotels alone.
• Of that World Cup budget, attendees expected to spend an average of $379 on tickets.
• Expected average travel costs were $328, excluding accommodation.
• Expected average hotel spending was $311.

World Cup, Olympics And Formula 1 Tourism

• The 2026 FIFA World Cup attracted a record 6,810,966 stadium spectators across 104 matches.
• World Cup venues operated at 99.7% capacity, with average attendance of 65,490 per match.
• FIFA Fan Festival locations attracted more than 9.0 million visitors across 13 host cities during the 2026 World Cup.
• Mexico City alone recorded 2.57 million Fan Festival visitors during the tournament.
• The 2026 World Cup sold and allocated more than 607,000 hospitality packages, with buyers coming from 154 countries.
• 60% of World Cup hospitality customers were regular fans seeking a premium experience, while 40% were business clients.
• Airbnb stays connected with the 2026 World Cup were projected to contribute $3.6 billion to host-city economies.
• More than 380,000 Airbnb guests were projected to travel for the 2026 World Cup, including over 150,000 from the U.S.
• The Paris 2024 Olympic period welcomed approximately 4 million tourists between July 26 and August 11.
• Paris 2024 tourism increased 15% compared with 2023, including a 22% rise in French visitors and 9% growth among international tourists.
• The Paris region generated approximately €2.3 billion in tourism revenue during the Games period.
• Around 57% of Olympic spectators included in the Paris 2024 tourism impact analysis were overnight visitors, while 43% were day-trippers.
• Formula 1 recorded 6.7 million race-weekend attendees in 2025, the highest total in its history.
• 19 Formula 1 races sold out in 2025, while 11 events set new attendance records.
• The British Grand Prix attracted 500,000 spectators, while the Australian Grand Prix drew 465,000.
• The Las Vegas Grand Prix generated $3.2 billion in cumulative economic impact between 2023 and 2025.
• The 2025 Las Vegas Grand Prix alone generated $43 million in state and local tax revenue.
• The Miami Grand Prix generated more than $1 billion in economic impact during its first three years.
• The United States Grand Prix generated approximately $7 billion in economic impact during its first decade in Austin.

Tickets And Accommodation

• 11% of Americans surveyed by PwC planned to attend a 2026 World Cup match in person.
• Those attendees expected to spend an average of $379 on match tickets.
• Average planned hotel spending was $311 per attendee.
• Average additional travel expenditure was $328 per attendee.
• Many 2026 World Cup ticket holders were based in or near host cities, reducing hotel demand compared with initial expectations.
• Ticket prices and higher total trip costs also reduced accommodation demand from some international World Cup travelers.
• Approximately 57% of spectators included in the Paris 2024 Olympic tourism model stayed at least one night, compared with 43% visiting for the day.
• Paris hotel occupancy approached 90% on the day of the 2024 Olympic opening ceremony.

Fan Behavior While Traveling

• 45% of sports travelers say experiencing the atmosphere and excitement of a live event is a major reason for traveling.
• 40% travel to support their team.
• 37% travel because of their love of the sport itself.
• 28% see attending a sports event as an opportunity to visit a new destination.
• 26% travel to be part of a major or historic sporting occasion.
• 25% value entertainment and experiences beyond the sporting event itself.
• 17% travel specifically to support an individual athlete.
• Among Millennials, 39% identify the live-event atmosphere as a travel motivation, while 32% cite supporting their team.
• 34% of UAE sports travelers view sporting events as an opportunity to explore a new destination, compared with 28% across all 17 markets.
• More than 9 million fans attended World Cup Fan Festivals in 2026, showing that traveling fans increasingly engage with host-city entertainment outside stadiums as well as the matches themselves.

How Sports Fan Engagement Is Changing

Streaming Replacing Linear-Only Consumption

• 30% of sports fans across 12 countries now say subscription streaming is their most likely way to watch live sports, slightly ahead of linear broadcast at 29%.
• More than 90 million U.S. viewers were projected to stream a sports event at least once per month by 2025, up from 57 million in 2021.
• 75% of sports fans expect their viewing habits to change within the next two to three years.
• The figure rises to 89% among Gen Z and 84% among Millennials.
• 43% of digital sports viewers cite convenience as a main reason for choosing streaming and other digital platforms over linear TV.
• 39% of fans are frustrated by having to manage multiple sports subscriptions, rising to 46% among Gen Z.
• More than 90% of Gen Z and Millennial sports fans use social media for sports content, including highlights, live events, news, and commentary.

Second-Screen Usage

• 77% of sports fans perform at least one additional game-related activity while watching sports.
• Second-screen activities include checking statistics, using social media, watching another game, betting, and playing fantasy sports.
• Television accounts for 74% of live sports viewing at home overall, but only 58% among Gen Z and 61% among Millennials.
• Around 50% of Gen Z sports fans use social media while watching live sports at home.
• Around one-third of Gen Z fans want athlete point-of-view viewing and behind-the-scenes athlete content integrated into sports streaming services.

Athletes Becoming Media Brands

• Around 80% of Gen Z sports fans follow a professional athlete online.
• Following athletes online can lead Gen Z fans to watch or attend their events, follow other athletes or brands, and purchase promoted products.
• Around 40% of both Gen Z and Millennials follow athletes on social media after seeing them compete.
• 46% of fans across entertainment categories seek fandom-related content from creators, showing the growing role of creator-led engagement alongside traditional media.
• Another 46% say recommendations from their fan communities make them more likely to engage with entertainment content.

Rise Of Women’s Sports

• U.S. audiences watched 46 billion minutes of women’s sports in 2025.
• Women’s sports viewing increased 71% between 2022 and 2025.
• Another 28.3 billion minutes were viewed during the first half of 2026 alone.
• The U.S. women’s sports fanbase reached 122.5 million people.
• 52% of the U.S. population is now interested in women’s sports.
• 56% of recent U.S. sports fans are women.
• The share of consumers reporting no interest in women’s sports fell nearly 20% in three years.
• Female viewership of the 2026 Men’s College World Series increased 107%, showing that female fandom growth extends into men’s sports as well.

Personalization Of The Fan Experience

• 46% of sports fans say their expectations for digital sports experiences are higher than they were one to two years ago.
• AI usage among surveyed sports fans increased from 52% to 69% in one year.
• 59% of fans trust AI-generated sports content, rising to 74% among fans who already use AI.
• 44% prioritize highly accurate sports information, compared with 23% who prioritize speed.
• 45% say accuracy is the most important factor in trusting AI-powered sports insights.
• PwC reports that teams are increasingly using personalized highlights, real-time offers, attendance predictions, and identity-based digital experiences to deepen fan engagement.

Fan Data And Sports Apps

• 72% of sports fans across 12 countries use sports apps.
• 74% trust sports apps and digital platforms to provide accurate and reliable information.
• 47% would download a single centralized sports app combining their sports content and information.
• Only 29% would pay for a centralized sports app subscription.
• 40% of sports app users say having information in one place is their main reason for using an app.
• 35% use sports apps for real-time updates when they cannot watch or listen to an event.
• 30% of app users use live statistics and analytics more than they did one to two years ago, making it the fastest-growing app feature measured by IBM.
• 33% of sports app users bought tickets through an app during the previous year.
• 30% ordered food or beverages through sports apps, while 29% purchased merchandise.
• PwC notes that unified fan platforms increasingly combine ticketing, streaming, social content, e-commerce, membership, and fan data in a single ecosystem.

Year-Round Fan Engagement

• 95% of sports fans interact with their favorite team or league in some form during the off-season.
• More than 60% of fans say a strong year-round experience would make them more engaged with their team during the following season.
• 55% say a better year-round experience would make them more likely to buy a future ticket.
• Fans consuming in-depth team content show 20% higher spending than fans primarily consuming general news.
• Millennials show a 40% higher preference than Baby Boomers for using social media to get information about favorite teams and players.
• 55% of fans across entertainment categories engage with their fandom across multiple platforms, rising to roughly 70% among Gen Z and Millennials.
• PwC describes the shift as moving from a few hours of engagement on game day to a year-round digital relationship, with some teams building platforms specifically designed to connect with fans 365 days a year.

Sports Fan Trends And Future Outlook

World Cup 2026 Impact

• Soccer fandom across North America increased 11% between 2020 and 2025 ahead of the 2026 FIFA World Cup.
• 56% of U.S. soccer fans said the World Cup was contributing to their growing interest in the sport.
• 33% of the broader U.S. population expected their interest in soccer to increase through the tournament.
• The U.S. soccer fanbase exceeded 62 million people heading into the World Cup.
• U.S. advertisers invested nearly $1.8 billion across eight major soccer tournaments during the four years leading into World Cup 2026.
• Gold Cup advertising spending increased 51% between 2023 and 2025, showing rising commercial demand around soccer audiences.
• Hosting the World Cup produced a 52% increase in local soccer fandom in Boston in Nielsen’s post-tournament analysis.
• Soccer interest in Seattle increased 19% during the World Cup period.

Continued Streaming Growth

• More than 90 million U.S. viewers were projected to stream sports at least once per month by 2025, up from 57 million in 2021.
• Sports now account for 5% of all programming on leading global SVOD services tracked by Nielsen’s Gracenote.
• Sports content is the fastest-growing category within major global SVOD catalogs.
• HBO Max accounted for 35% of sports programming available across the major global streaming services measured by Gracenote in Q2 2026.
• At individual game and event level, HBO Max accounted for 42% of the sports content available across those services.
• The number of sports fans aged 50+ using streaming increased 21% in two years, showing that streaming adoption is expanding beyond younger generations.

Gen Z Influence

• Gen Z and Millennials belong to an average of four fandoms, compared with three among older generations.
• Around 70% of Gen Z and Millennial fans engage with fandom across multiple platforms.
• More than 90% of Gen Z and Millennial sports fans use social media for sports content.
• Around 80% of Gen Z sports fans follow a professional athlete online.
• Gen Z sports fans are increasingly consuming sports through short-form video, athlete content, highlights, social platforms, streaming, and creator-led media rather than relying only on full-game television broadcasts.
• Younger fans are helping shift sports engagement from team-only loyalty toward athletes, creators, multiple teams, and multiple leagues.
• Digital-first fandom is increasingly important as sports properties compete for attention outside traditional game windows.

Women’s Sports Growth

• U.S. audiences watched 46 billion minutes of women’s sports in 2025.
• Women’s sports viewing increased 71% between 2022 and 2025.
• Another 28.3 billion minutes were viewed in the first half of 2026 alone.
• The U.S. women’s sports fanbase reached 122.5 million people.
• 52% of the U.S. population is interested in women’s sports.
• 56% of recent U.S. sports fans are women.
• The share of consumers with no interest in women’s sports fell nearly 20% in three years.
• Advertising investment around women’s sports increased approximately 120% between 2022 and 2026.
• More than 30% of NWSL fans purchased from a brand after seeing an in-game sponsorship.

Internationalization Of Sports Leagues

• All 32 NFL teams participate in the league’s Global Markets Program, with commercial and fan-development rights across 22 international markets in 2026.
• The NFL scheduled a record nine international regular-season games in 2026.
• Those games span four continents, seven countries, and eight stadiums.
• Melbourne, Rio de Janeiro, and Paris became new NFL regular-season host cities in 2026.
• The NFL had staged 62 regular-season games outside the U.S. before the 2026 international schedule.
• Global leagues are increasingly using international games, localized social accounts, grassroots programs, overseas sponsorship rights, and local partnerships to turn overseas audiences into year-round fans.
• World Cup 2026 further accelerated international fan crossover by bringing 48 national teams and 104 matches to the U.S., Mexico, and Canada.

Direct-To-Consumer Sports Platforms

• U.S. monthly sports streamers were projected to rise from 57 million in 2021 to more than 90 million by 2025.
• The 2024/25 season became the first in which a top European football league commercialized its domestic media rights predominantly through a direct-to-consumer model.
• Ligue 1+ has become a major industry case study as leagues evaluate whether they can own more of their distribution, subscriber data, customer relationship, and monetization directly.
• PwC estimates annual live sports media-rights spending primarily distributed in the U.S. at approximately $28 billion in 2024.
• PwC expects teams and leagues to increasingly combine streaming, ticketing, social content, merchandise, memberships, and fan data inside unified digital platforms.
• Direct-to-consumer strategies are moving sports organizations from being primarily event operators toward becoming media, technology, and consumer-data businesses.

Personalized Fan Experiences

• PwC identifies personalized digital platforms and data-powered fan ecosystems as one of the major sports industry trends for 2026.
• Fans increasingly expect sports experiences to be personalized across stadiums, streaming platforms, mobile apps, ticketing, commerce, and social content.
• PwC says a few hours of fan engagement on game day can now become a year-round digital relationship.
• Teams are increasingly connecting previously separate systems for tickets, streaming, social content, merchandise, and membership.
• Unified ecosystems allow teams to collect more first-party fan data and deliver personalized content, offers, recommendations, and experiences.
• AI-driven and hyper-personalized fan engagement is one of PwC’s key trends reshaping the sports business in 2026.

Premium Fan Experiences

• 60% of high-income U.S. sports fans are willing to spend more than $250 on a special sporting event such as a playoff game.
• 20% of affluent sports fans are willing to spend more than $1,000 on a premium sporting event.
• 42% of affluent fans are willing to spend more than $250 on sports events that include premium hospitality.
• Nearly 25% would spend more than $500 for hospitality packages that include player meet-and-greets or autograph opportunities.
• 34% of high-income sports fans attend a live sporting event at least monthly.
• Monthly attendance rises to 57% among high-income men aged 35–44 and 56% among affluent women aged 18–24.
• Formula 1 has more than doubled global race attendance compared with pre-pandemic levels, supporting continued demand for premium live experiences.
• PwC expects ticketing to increasingly shift toward flexible memberships, subscription passes, bundled perks, loyalty benefits, and curated premium experiences rather than relying only on traditional season tickets.

Conclusion

Sports fandom is becoming more digital, global, and fragmented across platforms. Fans are no longer engaging only through live games or traditional television; streaming, social media, mobile apps, creators, and online communities now play a major role in how sports are followed.

Younger generations are driving many of these changes, particularly through multi-platform viewing, athlete-led fandom, and social-first consumption. At the same time, women’s sports continue to expand their audiences and commercial value, while major leagues are reaching more international fans.

Spending remains a key part of fandom, from tickets and merchandise to subscriptions, travel, and premium experiences. As sports organizations collect more first-party fan data, engagement is also becoming more personalized and year-round, creating deeper relationships between fans, teams, athletes, leagues, and brands.

Joseph D'Souza

Joseph D'Souza founded ElectroIQ in 2010 as a personal project to share his insights and experiences with tech gadgets. Over time, it has grown into a well-regarded tech blog, known for its in-depth technology trends, smartphone reviews and app-related statistics.

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