多国报告-明星力量：个体运动员在体育迷中的作用

MULTI-COUNTRY Starpower: Theroleofindividual athletesonsports fandom Exploringtheimpactofhigh-profileathletesonteamallegiance consumerpurchasingbehavior,andbrandengagement /ResearchReality Contents Athleteorteamallegiance:Whatdrivessportsfandomin2025? Starpower:Whichathleteshavethemostappealin2o25,andwhy? Purchasepower:Assessingtheimpactofathleteendorsements Foreword adofYouGovSport Readthereport Discoverthepower oftheYouGovpanel has29millionregisteredmembersfrom55+markets nsightsintobehaviorsandattitudesfrompeopleofallages,backgroundsand vecancreatetrulynationallyrepresentati ThePewResearchCentedthatYouGov“consistentlyoutperformed"othel Startreading Readthemulti-countryreport" ReadtheGreatBritainreport ReadtheAustraliareport YouGov Aboutyougov Getintouch Exploreoursolutions Irivessport fandomin2025? Fouanidiviahete 30% 广广 ouG Starpower: Whichathletes havethegreatest appealin2025? RonaldoandMessistilldominateglobalfandom,withnational 14% Homes SsimonBies 50% styleofpl 1in0like Cetintouchformoredata YouGov DownloadPDF Getintouch Exploreoursolutions Theroleofocial media:Howsports fansengageonline Thlowaiorityafsritertsfans Cetintouchrmoreda Whilefgamehigh themeostmepuiarcottert ve,fansalsowantoff personalconnections With'mor Cotintuchformoreda 0% 1% sm menandwomenenjoyon social benimal calmbritiesandsafuer Getintouchformoredata Goback YouGov DownloadPDF Eexplreourolutiong Purchasepower: impactofathlete endorsements Cetintouchformoredata Howlike Cetintouchformoredata 4.UnderArmou 10.llete,2 youngersportsfanscomparedtothergenera Nikeandaidare 18-34sportar35-54sprtst Pum24% Catod% foraprceduct'tecommendations ustedbyfansofallagegroups,withyoungergroups Continuereading Nextsection, YouGov Exploreoursolutions Keytakeaways ATO Playerpower:Teamappeal:Bighitters: 3in10sportsfanshave AthletesplayagreaterroleRonaldoandMessistill startedfollowinganewinfansupportinbasketballsportbecauseofaspecific comparedto dominateglobalfandomof athlete,showingtheimpact football/soccer,where astarcanhaveonamongstfemaleathleteswe teamsareabiggerdriverof amplifyinganentiresportto fandom.Oftheprimarily seeagreaterroleof individualsports,theteamhomegrownheroes. aspectofgolfhasastronger appealthantennis. Personalityplay:Whatthefanswant:Scoringinfluence: 30%ofsportsfansvalueFanswantoff-pitchinsightSportsfansaremorelikely athletesduetotheiroff-fieldtosupplementgametotrustathletesthan personality,increasingtohighlightsonsocialmedia. 34%amongthoseaged55+Interactionswithother Tomaximizefanappeal,anathletesarepopular athlete'sroleextendsprovidingawaytocross- beyondperformingonthepromoteandreachnew pitch.audiences. Sharethispage xfinaD celebritiesinotherfieldsfor productrecommendations, with16%havingbought productsendorsedbyan athlete. Makesmarter decisionswith data-drivenActivatethisaudience insights tomakeinformeddecisionsanddrivesuccessfulcampaigns Discoverourintegratedsuiteofsolutionsnow Reportmethodology Disclaimer Continuereading Goback YouGov ABOUTYOUGOV rsacross55countries,W DownloadPF Getintouch Exploreoursolutions Reportmethodology TheinsightsinthisreporthavebeensourcedviaYouGovSurveys- providingrapidanswersfromtherightaudience. Australia,Canada,Denmark,France,Germany,GreatBritain,India,Italy,Mexico,Poland,Singapore, Spain,Sweden,theUAE,andtheUS. Thetargetgroup"Sportsfans"referstorespondentswhoansweredextremelyinterested,somewhat sports?" Backtopage Disclaimer reproductionordistributionofsuchmaterials,inwholeorinpart,inanyformwithoutthepriorwrittenpermissionof YouGovisprohibited.Thisinformation(includinganyenclosuresandattachments)isproprietyandconfidentialandhas beenpreparedfortheexclusiveuseandbenefitoftheaddressee(s)andsolelyforthepurposeforwhichitisprovided. Wemakenorepresentations,warrantiesorguarantees,whetherexpressorimplied,thattheinformationisaccurate, wewillnotbeliabletoyouforanylossordamage,whetherincontract,tort(includingnegligence),breachofstatutory duty,orotherwise,evenifforeseeable,arisingunderorinconnectionwithuseoforrelianceontheinformation.Wedo notexcludeorlimitinanywayourliabilitytoyouwhereitwouldbeunlawfultodoso Backtopage