Connecting with Sports Fans
A deep dive into how global consumers are
watching and attending sports events.
A Consumer Signals Report
April 2026
Global findings exploring how consumers are watching and attending sports events.
Report Summary and Methodology
Levels of Sports Fandom
1. Sports Events Consumption on
TV and Streaming
2. Attending Sports Events
3. Travelling for Sports Events
4. Brands and Tentpole Events