澳大利亚报告-明星力量：个人运动员在体育迷中的作用

AUSTRALIA Starpower: Theroleofindividual athletesonsports fandom Exploringtheimpactofhigh-profileathletesonteamllegiance sumerpurchasingbehaviour,andbrandengagementin Australia. /ResearchReality Contents Athleteorteamallegiance:Whatdrivessportsfandomin2025?> Starpower:Whichathleteshavethemostappealin2025,andwhy?> Theroleofsocial:Howsportsfollowersengageonline> epower:Assessingtheimpactofathleteendorst Keytakeaways> Foreword Readthereport Reportmethodology Discoverthepower oftheYouGovpanel has29millionregisteredmembersfrom55+markets. ehavioursandattitudesfrompeopleofIages,backgrouno beliefs Inclusionisessentialforourmembers,ourclients,andourmission Startreading Readthereport, YouGov Aboutyougov Cetintouch Exploreoursolutions athletec fterentaminthesameleag Overhalf tsingtemwid YouGov Starpower: Whichathletes havethe greatestappeal inAustraliain. 2025? maleathletesamongAustraliansportsfans MessiandCristiano ionelMes eBronJames tephen Homegrownstarsplayagreaterroleinfemalesportsfandom 13% Industry-definingtalentsGoutGout,Piastri,Cleary,andBarty SimoneBiles What'sdrivingathleteappealin 2025? f-fieldpersonalit 9% Deakaboutissue: Getintouchformoredata 20% peak 7% Coback YouGov CDownloadPDF Cetintouch CExploreoursolution Theroleof socialmedia: Howsportsfans engageonline nsandathletesor72% socialmedia ustraliansportsfansareslightlymor 64% Getintouchformoredata etespostingon tysewnntola-pited updates highlig inin 2A Generationspotlight:Whateachagegroupenjoysonsocial highightingamorepersonal Cetintouchfrmredate Getintouchformoredata omenenjoyon britie三 Continuereading Goback YouGov (DownloadPDF Getintouch Exploreoursolutions Purchasepower: endorsements fanshaveboughtmerchandisefo ateamtheysupport Getintouchformoredata Whictefaleys Whichbra 1.Nike,62%adidas,50%3.Puma,18% Ssprsaparere 7.coca-Cola,%8.Toyota,3% 9.UnderArmour,3% 10.Reebok,3%12.Pepsi,3% 1.NewBalance3% YouGov DownloadPDF Getintouch Exploreoursolutions Keytakeaways (?) Playerpower: 1in3sportsfanshave NRL,Cricket,AFLandFootball(soccer)starsLionel startedfollowinganew football(soccer)fansareMessiandCristianoRonaldo athlete,showingtheimpact tarcanhaveor mostlikelytosaytheywould supportateamoveran athlete,whiletennisand topthelistasfavouritemale athletesamongAustralian amplifyinganentiresporttosportsfans,while motorsportsfansaremore awideraudience. ikelytosaytheyarean homegrownSamKerrtops athleteleaningfanor thelistoffemaleathletes equallyafanofboth.with23%citingherasa favourite. Personalityplay: Whatthefanswant: Scoringinfluence: 29%ofAustraliansportsfansFanswantoff-pitchinsightSportsfansaremorelikely valueathletesduetotheirtosupplementgametotrustathletesthan off-pitchpersonality.Tohighlightsonsocialmedia, maximizefanappeal,anwith43%ofthoseaged18- athlete'sroleextends34enjoyingpersonallife beyondperformingontheupdates. celebritiesinotherfieldsfor productrecommendations, with21%havingbought field. productsendorsedbyan athlete. Sharethispage Makesmarter decisionswith data-drivenActivatethisaudience insights Frommarket-leadingresearchandin-depthaudienceinsightsto akeinformeddecisionsanddrivesuccessfulcampaigns. Discoverourintegratedsuiteofsolutionsnow. Exploeoursolutions (Reportmethodology Disclaimer Continuereading Goback YouGov ABOUTYOUGOV CownloadDF Getintouch Exploreoursolutions Reportmethodology TheinsightsinthisreporthavebeensourcedviaYouGovSurveys- providingrapidanswersfromtherightaudience. Themulti-regionsurveywasconductedfromFebruary14-March6,2025,with1,005respondentsin Australia. Additionalinsightsareavailablefor14othermarkets:Canada,Denmark,France,Germany,Great Britain,India,Italy,Mexico,Poland,Singapore,Spain,Sweden,theUAE,andtheUSA. interested,oralittlebitinterestedtothequestion:"Howinterested,ifatall,wouldyousayyouarein 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