2026年体育营销指南

A N A L Y S T R E P OR T The 2026 SportsMarketing Guide APRIL 2026 Executive Summary The 2026 Sports Marketing Guide is an audience intelligenceresource designed to help corporate brands make smarter, more Drawing on daily survey data from Morning ConsultIntelligence, the report profiles the fan bases of more than a The report is structured around three core questions: For brand teams evaluating where to spend sponsorship dollars,the data in this guide enables like-for-like comparisons acrossproperties, surfaces niche audiences, and grounds investment 1. Which sports properties hold the greatest reach andpurchasing influence among U.S. adults? 2. Who, specifically, are the fans of each league—and how dothey differ from the general population across demographics,psychographics, and consumer behaviors? 3. Where are these fans most reachable? Key Takeaways For brands seeking scale, the NFL remains unmatched:The NFL holds adominant lead as the most-watched sport among U.S. adults and leads on Sports fans over-index heavily on TikTok, Instagram, and Snapchat: Fans who follow athletes on social media use TikTok at +31pp over the generalpopulation, Instagram at +30pp, and Snapchat at +22pp. Daily sports viewersshow similar skews. This signals that sports-adjacent digital placements— However, for brands seeking to target differentiated audience composition, other The NBA is the strongest property for targeting Gen Z:The NBA over-indexes dramatically among Gen Z (+12pp) and Millennials (+6pp) as a most-watched sport. The MLS fan base also skews notably younger. Fantasy sports participants and live-event attendees represent themost commercially engaged sports fans:These segments over-indexsharply on Millennials, higher incomes, parents, and college education. They are Formula 1 and European soccer attract upwardly-mobile, digitally-active audiences:F1 over-indexes among Gen Z, women, and parents as amost-watched sport. Both FIFA and EPL fans skew urban, trend-forward, and LIV Golf isn’t popular, but it represents the highest-income, highest-status audience of any property:LIV fans dramatically over-index onpremium and digital purchasing, social status aspiration, higher household incomes, homeownership, and married-with-children households. They lean The WNBA and NASCAR are the most female-skewing fan bases:Noother league draws as high a share of female fans as the WNBA. Its fan basealso skews Democratic and urban—a sharp contrast with NASCAR, the second- Methodology Data featured in this reportcomes fromMorning ConsultIntelligence. The platform helps you understand your •Surveys are conducted daily and results are aggregated on arolling basis. •League fan bases are defined as respondents who rate agiven league as "Very Favorable" on a 5-point scale. This"hard fan" definition captures people with strong positive •Data reflects surveys conducted between April 2025–April •Percentage point (pp) differences compare a league's fanbase to all U.S. adults. Example: if 45% of NBA fans areurban and 33% of all adults are urban, NBA fans are +12pp. League Popularity Americans’ Most Watched Sport Share of U.S. adults naming each sport as their most watched; LPGA and NWSL were surveyed but received 0% Most Watched Sport: Over/Under IndexAmong KeyAudiences League Fandom: Avid vs. Casual Fans Share of U.S. adults who are avid(dark bars)or casual fans(light bars)of each league League Favorability Rankings NFL leads on total favorability; UFC has a notably high share of “very favorable” fans League Purchasing Consideration Rankings NFL and MLB lead on total consideration Audience Profile & The Audience Profile of a Modern Sports Fan Whether defined as watching sports daily or participating in fantasy sports, fans tend to be more male, younger, wealthier, andmore urban How to read this data:71% of daily sports viewers are male, which is 23 percentage points higher than the general population The Digital World: Sports Fans Over-Index on TikTok and Instagram Usage Engaged sports fans are disproportionately present on every major platform—TikTok and Instagram show the largest gaps vs. alladults Fan Base Composition By Generation MLS and NBA fans skew toward Gen Zers, FIFA and UFC fans skew toward millennials Fan Base Composition By Gender Men dominate most fan bases; the WNBA and NASCAR draw notably more female fans than any other league Fan Base Composition By Household Income LIV and Premier League fans over-index on higher incomes; UFC and NASCAR fans skew lower-income Fan Base Composition By Political Party LIV and PGA fans lean heavily Republican; WNBA and EPL fans skew Democratic Fan Base Composition By Community Type FIFA and EPL fans over-index in urban areas; NASCAR and UFC fans skew more rural Fan Base Composition By Family Profile LIV fans over-index across all three family markers; FIFA and EPL also skew toward parents, married adults, and homeowners Fan Base Composition