Nielsen2025Goba SportsReportKey factorstransforming sportsand your sponsorship strateqy
Introduction3siuaquooJo agel5The world's most popular sportis a win for brandsWomen's sports fans are changing the game10ectionSection314Media is growing the game for new formats andglobal sports19Conclusion20About NielsenNielsen
IntroductionThe world of sports is exploding, and a number of factors are shaking upthe game. Increased globalization, diversify ing fandoms and changes inmedia consumption are creating passionate fans who are more connectedthan ever before. Of course, this brings in new opportunities and a fewcurveballs too.-changing scene, brands and rights holdersThe old playbookformarketingjust'whensponsorships arecreatingn into loyal consumers.eed to keep up with how fans are tuning in-whetherfor leagues and teams it all about bulding realconnectionswithfans.everywhere,creating aglobalcheering sectionthatgoes beyondjustisintothe factors that are fueling this growthin sportswe watch, how the world connects us and how iferenttypes offans are shaping the future.Bygetting a handle onallof this, youcan craft smarter strategies, turn marketing plays into wining scores, andmake the most of the massive potential in global sports today,+Nielsen
Three arowthfactorsToday'ssportsmarketing landscapeisgrowing, with the value of global sports media right surpassing $60 billon in 2024 In hs report, we highlight key factors that ae reshaping sports t help you make smarter decisions around your sports sponsorships and know the true value oyour investments.1.Theworld'smostpopularsportisa winforbrandsWhetherfanscalli footballorsoccer,the sportis the most populararound the world. Global tournaments in 2025, 2026 and 2027 wll penupopportunitiestobreakthroughwithfans-particularly the growing andpassionatefanbaseintheU.S.2.Women'ssportsfansarechangingthegame almosthalfof all women's sports fans globally,fandom looks iferent fromsportscontinueto evolve3.Mediaisgrowingthegamefornewformats andglobalsports,Thanks to streaming and sodial media, fans today have more accestosports(andthe athletesthatplay them) than ever before. While mediaisgrowingengagement,Itsalsoopening opportunitiesfornew formats-likethe fast arowina tech-infused golf league TGL-tofind fans<Nielsen
The world'smost popularsportis awinfor brandsNielsen
Football fandom varies by countryFotall( aso known as socer) is the world's most popular sport, with Somemankesovenindex the goblaverag, such a Mexico at 48 fandom,151% of people on average saying they're fans. This pacesit wellabove thehext nost popular sports gobaly-basketbal(42% global fandom) andswimming(39%).consider population size. Despite a lower percentage of fans, the U.S. has thefourth largest footbal fanbase in the world with 62 million fans. That's 2x morefans than major European markets.Footballfandomaround the worldFootballfan population by countryChina259.7M4３9138.7MU.S62.2MMexica57.6MGermany26.1MU.KJapan25.4MItalY22.6MSpain19.7M64%Fran...
