The sports audience, particularly those aged 18-54, shows a strong interest in both men’s and women’s sports, presenting brands with a chance to foster inclusive connections. Younger fans, in particular, are drawn to innovative, tech-driven experiences, such as live interactions or exclusive player content, providing fertile ground for engagement through modern tools. Streaming services have witnessed an increase in usage when it comes to engaging with sports, signaling a continued shift. While this reflects broader trends, rising costs may deter fans, highlighting the need for affordable access. With TV, streaming platforms, and social media being key touchpoints, brands must adopt a multi-platform approach to create seamless, engaging experiences for fans. Social media stands out as a critical channel for keeping fans connected to the game. It not only delivers highlights and team updates but also builds a sense of community and fosters real-time interactions, deepening loyalty. Meanwhile, there’s room for diverse product partnerships that align with fan lifestyles, extending beyond sports-specific items to areas like food, fashion, and tech. Brands that adapt to these trends, align with audiences through varied platforms, and create meaningful integrations can strengthen their relationship with fans outside of the painted lines.
Sports unite diverse audiences, offering engaged fans ideal for brands. With strong growth ahead, the future of fandom shines bright.
Gabe Sanchez, Analyst
For the purposes of this Report, Mintel has used the following definitions:
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