A Consumer Signals Report
2026 is shaping up to be a pivotal year for sport. With major global events capturing intense consumer attention, brands have a critical opportunity to understand how sports fans plan to engage, including how they watch, where they spend, and what drives meaningful brand connections.
In this global report, we explore how fans are preparing for major sporting events, from streaming at home to attending live games and gathering in pubs, bars and restaurants. We uncover where consumers expect to increase spending, how behaviours differ by market and fan intensity, and how people feel about brands advertising around sport.
Packed with charts, comparisons, and expert insights, this report gives you a grounded look at the attitudes, motivations, and expectations of sports fans so you can make smarter, data-driven decisions.
Explore our findings here on:
- How fans plan to watch sports, including major sporting events
- Where people are willing to increase or spend their budget
- Differences in behaviour by country, age, income and level of fandom
- How fans feel about advertisers during major events and the impact on brands
What makes this study different? Beyond the findings, we connect survey data with privacy-safe social affinity signals to build a deeper view of sports fans. This shows not just what fans think, but how they engage across digital platforms. Together, these insights help brands segment audiences more precisely and make more confident decisions about reach, messaging, and activation.
Whether you're shaping brand strategy, refining messaging, or exploring new product opportunities, this report is your guide to how sports fans think and behave today, and how to connect with them in ways that drive meaningful impact.
Access the full report