Summary
Keep a pulse on consumer opinion, motivation and behaviour.
2026 is shaping up to be a defining year for sports. With all the big name games capturing massive consumer attention, brands face a critical opportunity to understand how fans will show up, spend money and engage with brands during these moments.
In this 35-minute webinar, you’ll uncover:
- How fans plan to watch sports, from streaming at home to gathering at pubs, restaurants and live venues
- Where consumers expect to spend more, including tickets, travel, food, insurance, merchandise and more
- Differences in behaviour by nationality, age, income, and fandom intensity
- How consumers feel about brands advertising during major sporting events and what drives positive brand impact
Bonus!
Beyond the findings, we'll share results from Research-on-Research experiments embedded in this study. This includes demonstrating how stronger data quality leads to sharper fan segmentation and more confident decision-making.
This session will also highlight how innovative research design connects back to Kantar Profiles' research services and solutions.
Watch on-demand today!
Details
On-demand
Original Air Date: 28 April 2026
Duration: 35 minutes
Watch now
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Steve Wigmore
Director of Agile Solutions, Profiles Division
David Tripepi
Commercial Director, Data Solutions, EMEA, Profiles Division
