2025 Global Sports Report
Key factors transforming sports and your sponsorship strategy
The world of sports is expanding, and a number of factors are shaking up the game. Increased globalization, diversifying fandoms and changes in media consumption are creating passionate fans who are more connected than ever before. Of course, this brings in new opportunities, but the playbook for brands is changing.
In this report, we explore some of the top growth factors that are reshaping sports globally to help you make smarter decisions around your sports sponsorship strategy and know the true value of your investments.
Three key growth factors to watch in global sports:
The world’s most popular sport is a win for brands
51% of people globally are fans of football (or soccer). Global tournaments in 2025, 2026 and 2027 will open up opportunities to breakthrough with fans.
Women’s sports fans are changing the game
47% of fans of women’s sports are female. As women’s sports continue to grow in popularity, brands and rights holders need to break the mold as women’s sports continue to evolve.
Media is growing the game for new formats and global sports
Fans 50 and older who use streaming to watch sports grew 21% in two years. Media is growing engagement and opening opportunities for new formats—like the fast growing tech-infused golf league TGL—to find fans.
Engage with evolving sports fandoms
Reaching today’s passionate sports fans requires brands to ensure they have the right sports sponsorship strategy and measurement framework in place to create authentic connections with their target audiences.
Get the latest data and insights so fans around the world will be cheering for your brand alongside their favorite teams.
