Nielsen, the global authority in audience measurement, data, and analytics, has released its much-anticipated 2025 Global Sports Report, mapping a dynamic and fast-evolving sports landscape. The report provides data-backed insights to help brands, broadcasters, and rights holders navigate the shifting tides of global sports fandom and unlock significant commercial opportunities.
The findings underscore how globalization, digital innovation, and changing demographics are reshaping how sports are consumed and monetized—offering brands unprecedented access to deeply engaged and diverse audiences.
Football Continues to Dominate Global Sports Fandom
At the heart of the report lies football’s unrivalled global influence. With 51% of the global population identifying as fans, the sport towers above all others in its reach and resonance. Notable regional stats include:
-
Mexico – highest engagement at 64% fandom
-
United States – now the fourth largest football market globally with 62 million fans
The commercial potential is clear. Football fans are more receptive to sponsorships, with 67% of global football fans finding sponsoring brands more appealing compared to 54% of the general population. This dynamic is most evident in the U.S., where football fans exhibit stronger brand affinity than the average American sports audience—second only to Brazil.
Looking ahead, a wave of major tournaments including the FIFA World Cup 2026™ in North America is expected to supercharge growth, especially among the young, diverse, and affluent U.S. fanbase:
-
76% are Millennials or Gen Z
-
22% identify as Hispanic
-
34% report household incomes exceeding $100K
Jon Stainer, Global General Manager, Nielsen Sports, noted, “The global sports industry is undergoing an exhilarating transformation. With live sports at the center of global media, Nielsen’s insights help partners make smarter, more targeted decisions to capture growing fan bases, especially with mega-events around the corner.”
Women’s Sports Reach New Heights: A Strategic Growth Engine
One of the report’s standout revelations is the surge in global interest in women’s sports, which now commands the attention of 50% of the general population in 2024, up from 45% in 2022.
Key trends include:
-
Exceptional growth in fan engagement across India, China, UK, and Germany
-
Women’s football and the WNBA leading the charge
-
WNBA U.S. fanbase grew 31% in two years, now at 46.9 million
-
Viewership up 201% for the 2024 WNBA regular season
Notably, women now comprise 47% of the fanbase for women’s sports and 42% for men’s sports—both metrics showing significant growth since 2022. The data signals a major shift in how sports are consumed and by whom.
This expanding audience presents lucrative opportunities for brands. As an example, luxury fashion brand Coach’s entry into WNBA sponsorship demonstrates the commercial potential in aligning with highly engaged female sports fans who show strong purchase intent.
“Supporting women’s sports is no longer just about equity—it’s smart business,” the report notes, urging brands to adopt tailored, inclusive marketing approaches to connect with these rapidly growing segments.
The Sports Media Ecosystem: Streaming, Social, and New Formats
The report also unpacks the shifting dynamics of sports media consumption, painting a picture of multi-platform, age-diverse engagement:
-
Streaming is expanding its grip, with a 21% increase in viewers aged 50+ between 2022 and 2024.
-
New, hybrid sports formats like TGL (Tech-Infused Golf League) are winning over younger audiences—32% of 18-34-year-olds watching TGL do not typically watch PGA Tour events.
-
Social media continues to play a catalytic role, amplifying niche sports and helping athletes become influencers in their own right.
The case of rugby player Ilona Maher, who grew her Instagram followers by 141% during the last Olympic Games, illustrates how athletes and platforms can rapidly globalize sports. Similarly, pickleball, once considered a fringe sport, has gone mainstream thanks to innovative campaigns like Nature Made®’s #ProPickle—showcasing the effectiveness of social-first brand strategies.
A Roadmap for Marketers: Three Key Growth Levers
The Nielsen report outlines three clear growth levers that marketers must prioritize:
-
Football’s Global Reach: Understanding regional fan behaviors to craft high-impact sponsorship strategies.
-
Women’s Sports Momentum: Investing early in this growing space to build brand equity and tap into new, influential audiences.
-
Media and Content Innovation: Embracing streaming, social, and hybrid formats to meet fans wherever they are—and however they engage.
As the sports world continues its rapid transformation, the Nielsen 2025 Global Sports Report offers brands and stakeholders a critical compass to navigate this high-stakes, high-reward environment.
