改变体育和赞助策略的关键因素

Key factors transforming sportsand your sponsorship strategy 3 Introduction 5Section 1The world’s most popular sport is a win for brands 10Section 2Women’s sports fans are changing the game 14Section 3Media is growing the game for new formats andglobal sports Table of contents 19Conclusion 20 About Nielsen Introduction The world of sports is exploding, and a number of factors are shaking upthe game. Increased globalization, diversifying fandoms and changes inmedia consumption are creating passionate fans who are more connected To play it right in this ever-changing scene, brands and rights holdersneed to understand today’s fans. The old playbook for marketing justisn‘t cutting it. Brands need to know when sponsorships are creatingauthentic relationships with fans and turning them into loyal consumers.Media companies need to keep up with how fans are tuning in—whether This report dives into the factors that are fueling this growth in sportsglobally—how we watch, how the world connects us and how differenttypes of fans are shaping the future. By getting a handle on all of this, you Three growth factors Today’s sports marketing landscape is growing, with the value of global sports media rightssurpassing $60 billion in 2024. In this report, we highlight key factors that are reshaping sports 1. The world’s most popular sport is a win for brands Whether fans call it football or soccer, the sport is the most populararound the world. Global tournaments in 2025, 2026 and 2027 will openup opportunities to breakthrough with fans—particularly the growing and Women’s sports are exploding in popularity. And with women making upalmost half of all women’s sports fans globally, fandom looks different frommen’s sports. Brands and rights holders need to break the mold as women’s 3. Media is growing the game for new formats and global sports Thanks to streaming and social media, fans today have more access tosports (and the athletes that play them) than ever before. While media isgrowing engagement, it’s also opening opportunities for new formats—like The world’smost popularsport is a winfor brands Football fandom varies by country Some markets overindex the global average, such as Mexico at 64% fandomand several major markets in Europe—good news with the UEFA Women‘sEURO 2025 tournament right around the corner. However, it’s also important toconsider population size. Despite a lower percentage of fans, the U.S. has the Football (also known as soccer) is the world’s most popular sport, with51% of people on average saying they’re fans. This places it well above thenext most popular sports globally—basketball (42% global fandom) and With major tournaments across men’s and women’s football in 2025, 2026and 2027, brands and rights holders need to understand how fandom differs Figure 1.2 Football fans are more receptive to sponsors Football is by far the sport that attracts the highest investments from brandsglobally—41% of all sports sponsorships are football sponsorships.1And forgood reason: Football fans around the world are eager to engage with and understanding the nuance of fans in your target market. As seen in Figure1.4, U.S. fans are significantly more receptive to brand sponsorship than thecountry’s general sports fans and are second only to football fans in Brazil, one With the upcoming tournaments, this positive response to sponsorship is awin for brands. But getting your brand sponsorship right depends on Figure 1.3 Figure 1.4 Companies involved in sponsoring sportgain in appeal with the audience Global football fans lead global sports fans insponsorship receptivity Figure 1.5 SpotlightGetting to know soccerfans in the U.S. ahead of Soccer fans in the U.S. lean in with brand sponsors The upcoming Men’s FIFA World Cup 2026TMwill be hosted acrossNorth America. In the U.S., the sport’s fandom is on the rise.According to Nielsen Fan Insights, 62% of soccer fans and 11% ofnon-sports fans in the U.S. expect their interest in soccer to increase Sponsors need to understand U.S. fans to capitalize on the games.In the U.S., 76% of soccer fans are Millennials or Gen Z, 22% areHispanic, and 34% earn $100K or more in household income. And Need more soccer insights ahead of 2026? Learn who soccer fans are, what makes them tick, and their attitudestoward brands. Nielsen’s new soccer Fan Insights can help you •What is the projected impact of 2026 on soccer fandom? Will it besustainable?•Who are soccer fans—their demographics, interests and media habits?•How does fandom differ across soccer properties? Learn more Game plan Capitalize on football (or soccer) enthusiasts‘ passion with a welldefined investment strategy. For rights holders Football fans are more likely than the general population to be influencedby sponsorship, affecting how they perceive a brand and what they’re Building meaningful and impactful partnerships requires a long-termperspective. To support brand and broadcast par