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Soccer fans are more receptive to brand sponsorships than the general public, according to Nielsen’s 2025 Global Sports Report.
Two-thirds (67%) of global football fans find sponsoring brands more appealing, compared to half (54%) the general population.
Interest in women’s sports is also surging. Half the global population followed women’s sport in 2024, up from 45% in 2022. In the US, WNBA (Women’s National Basketball Association) viewership rose 201% in 2024, while its fanbase climbed 31% to 46.9 million.
“The global sports industry is experiencing an exhilarating evolution, as live sports continue to grow and extend into all parts of media,” said Nielsen Sports global general manager Jon Stainer.
“The data illuminates the opportunities that exist for broadcasters, brands and organisations connecting with fans.”
Nielsen also points to the changing nature of sports media consumption. Streaming has increased viewership among over 50 year olds by 21% since 2022, while younger fans are being drawn in by innovations such as TGL golf, with a third of 18–34 viewers not regular PGA followers.
Social media is accelerating the globalisation of sport. Rugby fandom is growing through athletes such as Ilona Maher, who lifted her Instagram following by 141% during the Olympic Games.
Campaigns such as Nature Made’s #ProPickle in emerging sports such as pickleball highlight how brands can reach new audiences by tapping into culture.
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