MUMBAI: Nielsen’s latest Global Sports Report lands like a last-minute winner—unpacking how sponsorships, women’s sports, and shifting media habits are fuelling the next wave of growth in the global game.
With 51 per cent of the world’s population calling themselves fans, the beautiful game is a branding bonanza. A whopping 67 per cent of football lovers say they’re more inclined towards sponsoring brands—13 points higher than the average punter. The U.S., still warming up to football, is shaping up as the next power market, with 62 million fans and the FIFA World Cup 2026 looming. The fanbase is young, diverse, and loaded—76 per cent are Gen Z or millennials, and over a third live in $100K+ households.
Next up: women’s sports. Not just gaining ground—they’re sprinting ahead. Global interest in women’s sports hit 50 per cent in 2024, up from 45 per cent in 2022. In the U.S., the WNBA saw a 31 per cent spike in its fanbase, with viewership up 201 per cent for the 2024 season. Brands like Coach are already cashing in, tapping into a surging female fanbase where 47 per cent of women follow women’s sports, and 42 per cent tune into men’s matches—a leap from 2022 levels.
Third on Nielsen’s list: a media shake-up. Live sport still rules, but how fans watch is changing fast. Streaming is booming among the over-50s (up 21 per cent in two years), while Gen Z is flocking to newer formats like TGL golf. Social media’s not just driving discovery—it’s building new tribes. Rugby, for instance, is racking up fans in unexpected markets thanks to athlete influencers like Ilona Maher and viral Olympic moments. Even pickleball, once a punchline, is riding high on digital clout—fuelled by social-first brand moves like Nature Made®’s cheeky #ProPickle campaign.
Nielsen Sports general manager Jon Stainer said, “The global sports industry is experiencing an exhilarating evolution, as live sports continue to grow and extend into all parts of media. At Nielsen, we are uniquely positioned to deliver the most important insights for broadcasters, brands, and organizations interested in connecting with fans. The data in our 2025 Global Sports Report illuminates precisely the opportunities that exist for these partners as the worldwide appeal of live sport, especially with major, worldwide sporting events on the horizon, gains even more momentum.”
With fandoms fragmenting and formats evolving, Nielsen’s 2025 report makes one thing clear: if brands want to score, they’ll need to move fast, think digital, and back the underdogs.
