The future of sport isn’t just about what happens on the pitch. It’s about delivering personal, profitable experiences – every single day. And behind this evolution? Marketing technology is quietly reshaping the game.

FROM PRESTIGE TO PLATFORM: THE MIDDLE EAST’S SPORTING SHIFT

Sport in the Middle East is experiencing a defining transformation. From Saudi Arabia’s successful bid to host the FIFA World Cup 2034 to the spectacular growth of the Saudi Pro League, investment in sport is no longer about prestige alone – it has become a catalyst for economic diversification, cultural influence, and national ambition.

But behind the stadium lights and the influx of global stars, a quieter revolution is taking shape: the shift from one-off transactions to always-on fan monetisation. And it’s MarTech that’s powering this shift. Traditionally, sport has relied on 3 primary revenue pillars: tickets, broadcast rights, and merchandise. For decades, this model was enough to fuel clubs and leagues.

However today, it feels increasingly outdated in a world where fans expect brands to meet them everywhere – in the stadium, on their screens, and in their pockets. Audiences no longer want to be passive recipients of information; they expect real-time updates, seamless e-commerce experiences, loyalty rewards, and content that feels curated just for them. The organisations that are moving fastest are those investing in digital ecosystems designed to deliver this 365- day connection, creating a virtuous cycle in which engagement drives spending, and spending reinforces loyalty.

FOUR PILLARS OF MODERN FAN MONETISATION

At the heart of this shift is the recognition that modern fan monetisation is as much about relevance as it is about reach. The most successful strategies combine four core principles. First, hyper-personalised commerce that uses AI to recommend the right product or experience at exactly the right moment, whether it’s a jersey commemorating a record-breaking win or a timely subscription renewal.

Second, loyalty and gamification that reward fans not just for purchases but for participation, building affinity through community, recognition, and status. Third, data-powered sponsorship that replaces generic impressions with measurable impact, enabling brands to reach precisely defined segments with clear accountability.

And finally, digital-first experiences – from virtual meet-and-greets to augmented reality stadium tours – that monetise emotion and turn moments into revenue streams.

WHY THE GULF IS THE TESTBED FOR INNOVATION

Few regions present the same scale of opportunity – or the same urgency – as the Gulf. Saudi Arabia alone has committed billions to positioning itself as a global sports powerhouse. Over the next decade, landmark events like the FIFA World Cup 2034, the Asian Winter Games in

NEOM, Formula 1 in Jeddah, and the Riyadh Season, the world’s largest entertainment festival, will generate an unprecedented volume of digital engagement. To convert this attention into sustainable growth, organisations will need platforms that are not only scalable, intelligent, and fully compliant with regional data protection and cybersecurity laws. They will need to build unified fan identities that seamlessly connect every touchpoint, from ticketing to e-commerce to loyalty. And they need to embed AI and analytics into the heart of decision-making, ensuring every interaction is timely, relevant, and impactful.

This is not an abstract aspiration. It is already happening. In boardrooms across the region, sports executives are rethinking what it means to build a business model fit for the future. They are moving beyond seasonal campaigns to create always-on ecosystems that treat every fan interaction as both a moment of connection and an opportunity for monetisation.

For leaders serious about meeting this moment, the imperative is clear: break down data silos, automate engagement around culturally resonant moments, invest in personalisation that respects and rewards loyalty, and embed compliance into the foundations of every platform. The winners will be those who realise that in this new era, technology isn’t supporting the brand experience, it is the brand experience.

At its heart, sport will always be about emotion: the roar of the crowd, the pride of belonging, the stories that endure long after the final whistle. But emotion alone does not monetise at scale. The future belongs to those who combine authentic storytelling with intelligent infrastructure, delivering experiences that are personal, frictionless, and profitable, every single day. Because in this new sports economy, the most valuable asset isn’t the stadium or the superstar. It’s the ability to turn attention into action – and engagement into growth.

Precision Football, founded by former professional footballer and UEFA-qualified coach Sonny Cobbs, is celebrating three years of operations. This milestone coincides with a strategic new partnership with the UAE Ministry of Sports, cementing its role as a key player in the country’s long-term sports infrastructure and youth development strategy.

The collaboration, signed earlier this year with Playermaker and the Ministry, formally integrates Precision Football into the UAE’s national scouting, performance tracking, and player development ecosystem. The agreement also includes the rollout of a region-first diploma programme that blends elite athletic training with accredited academic pathways, a model designed to align with global benchmarks for professional sport.

In just three years, Precision has trained more than 7,000 athletes, including Premier League talent and four players now competing with the UAE national women’s team. Its 165,000 sq ft Dubai flagship houses FIFA-grade hybrid turf, smart recovery facilities, and one of the most advanced data-driven football analysis centres in the region. Private investment in the venture has exceeded USD $10 million to date.

Precision’s proprietary tech stack integrates biometric analytics, cognitive tracking, heat mapping, and decision-tree modelling, capabilities typically only seen at top-tier European clubs. Every pass, sprint, and movement is translated into performance intelligence, giving athletes and scouts unprecedented visibility into real-time progress.

“Coaching today has moved far beyond the ball-and-whistle era. The modern game demands more – more insight, more precision, more accountability, said Sonny Cobbs, Founder and Creator of Precision Football. “At Precision, we combine instinct and experience with data and analysis to develop players in ways that were never possible before. It’s no longer just about what you see on the pitch – it’s about what the data reveals beneath it. That’s where real progress happens.”

Beyond talent, the platform is helping reposition sport as a cornerstone of national development, bridging education, health, and entertainment. While Precision’s technology is elite in standard, it’s fully embedded into its academy and youth development programmes – ensuring that the same tools used to train professionals are also shaping the next generation. It also reflects Agon Capital’s broader strategy of investing in scalable, future-forward lifestyle assets with fast ROI and cultural significance.

With expansion into Saudi Arabia in planning, and additional UAE activations expected in 2026, Precision Football is positioning itself not just as a player development platform, but as a catalyst for the region’s next-generation sports economy.

For the past eight years, I’ve had a Global role with Publicis, leading the Group’s investment in Content. I used to say I had the best job in Publicis, moving to Dubai and taking the new role as Head of Sport, I can honestly say I now have the best two jobs in the Publicis Groupe.

If you are going to be in the business of sports then the one place in the world you want to be is in this region. It is such a vibrant sector and one on which the whole world is focused. It’s a two-way street. MENA is now on the radar for Global Events, and Clients in the region are keen to be on the Global Sports stage. My two roles are important, sport is a part of culture, not a silo. While the sports world requires its own set of relationships and skills, bringing together both my roles allows us to unlock even more meaningful opportunities for clients

The Publicis approach of The Power of One, which removes all of our internal barriers means we are uniquely placed to help clients in the region have a joined-up approach to Culture, which naturally will include Sport.

Sponsorship, partnership and content are all tangible touchpoints for clients, particularly in the LIVE Sports space, which is the great defender of the must-watch NOW linear television. Collaborating with Rights Holders, be they Broadcasters, Platforms, Leagues, Teams Sporting Talent or their Agents, to create those touchpoints is the day job. This could be Sponsorships of major events, teams or athletes or the creation of unique sporting experiences or even a Branded Content Series. The exciting bit is to co-create those in a way that takes advantage of the uniqueness and the scale of the ambition of the region. My background is in Formula One, World Rally, Football and Basketball, all of which have a huge following in the region.

Your duties apparently include developing strategic partnerships with sports federations, broadcasters, and content owners, as well as leading sports sponsorship and activation strategies. You will also focus on enhancing client investments in sports marketing, maximising commercial opportunities, and leveraging digital tools to drive measurable impact. How does this take shape in the GCC at large?

My motto is Learning by Doing – or, to put it another way, you don’t win awards by not trying. I want to answer that question in a year’s time by showing what we have achieved. The GCC has one amazing advantage, and that is, as I mentioned earlier – the scale of the opportunity. The challenge here is to select the right projects for the right clients. My other main occupation is keeping up with the pace of development – scale and pace are problems the rest of the world would love to have!

The other key differentiator that the region has in its favour is youth. This is a digital and social first environment. For clients, this is a golden opportunity to innovate and implement cutting-edge strategies. As the marketing communication sector accelerates towards a data-driven future, sport is a defining cultural medium to drive measurable engagement.

One of the issues of sports in the GCC is that, whereas it is booming year on year, it tends to be focused around watching as opposed to participation. How does one tackle this dilemma?

While there’s a strong spectator culture, I believe the premise that participation is lagging is an oversimplification. The question is better framed with regard to different sports – golf, tennis and cycling have massive uptake and are superserved in the region by world-class facilities.  Football, Basketball and, to a lesser extent, Cricket and Rugby are more spectator-orientated. They are also culturally embedded in school and education as a sport you play. But gym, swimming and the explosion of paddle and pickleball represent huge opportunities for brands to align with fitness and participation. I’m new to the region; I’ve never seen so many gyms and swimming pools. And every government seems to have a commitment to physical well-being, which is backed up with sporting infrastructure. Saudi’s Vision 2030, for instance, has a massive commitment to Sport as both a spectacle and as a physical activity. These commitments are tangible. Brands can play a very positive role in promoting and encouraging fitness and well-being, particularly with athlete endorsements and the creation of inspirational role models.

Sports, especially for females, is a bit of a mixed bag in the region. Yet, there is great enthusiasm from females, as they show more interest in sports, such as F1 or football. Where do you see this going in the region at large in terms of tendency?

In my Global Role as Head of Content Investment, we’ve made a commitment to Women’s sports at Publicis Groupe. My American colleagues recently funded a series in the US called “Women’s Sports Now” on the Roku platform, produced by the amazing Hello Sunshine.

Whilst my UK colleagues funded documentaries on the history of Women’s Boxing with Sky called “Right to Fight”.

I’d love to do something similar in the region. I love the documentary “Destined to Play” about the foundation of the Saudi Women’s Football Team made by Footballco. Clients are demanding credible opportunities in this space, it’s a huge underserved area of the market. It just makes good business sense to engage with women’s sports from the grassroots to the elite levels in the region. Once more collaboration with positive role models inspiring young women to engage with sport is an opportunity for clients.

What are you most excited about in your new role, and where do you see areas of growth in a region which is actually very mix-and-match in terms of culture and identity?

My passion for sport, particularly as a long-suffering Manchester City fan who witnessed the transformative power of investment from Abu Dhabi – leading to iconic moments like ‘Aguerooooo!’ – perfectly encapsulates what this region can achieve. It’s a testament to the fact that with vision, investment, and strategic execution, underachievement can turn into global dominance. This isn’t just about sporting success, and it certainly isn’t just about football, it’s about cultural reinvention and inspiring a new generation. To be on the ground, helping clients tap into this transformative energy, is genuinely exhilarating and represents the ultimate growth frontier in sports marketing.

Where do I sign?

Yes, we’re very excited to introduce the new TOD experience—a comprehensive platform evolution that enhances how users engage with TOD across every screen. It is the biggest update since our launch 3 years ago, redefining the platform with a faster, smarter, and more personalised interface. At its core, the new TOD enhances content discovery with intuitive navigation, branded content rails, and autoplay teasers that surface fresh content. It also boosts streaming quality with higher visual fidelity,  lower bandwidth requirements, a wider 4K VOD catalogue and simplified video controls. On the technical side, we’ve introduced a streamlined side menu bar for TV, and upgraded metadata to include cast details, audio and subtitle options, and video quality indicators—so users know exactly what they’re getting, whether it’s 4K, HDR, or Full HD.

It’s a full-stack overhaul designed to make content discovery and streaming seamless.

Tell us more about the new interface and how it will benefit subscribers and viewers?

The new interface has been designed with the viewer in mind. On mobile, we’ve restructured the layout with a clear bottom bar navigation, while on TV, content-aware hero images respond dynamically to the user’s focus—so the whole experience feels alive and responsive. We’ve also added branded content rails to promote featured titles—whether that’s a blockbuster series or a curated director collection. For sports lovers, enriched match pages now offer real-time stats, Opta-powered line-ups, and a “no spoiler” toggle so fans can watch without fear of seeing scores. We’ve even introduced profile-level customisation with avatars and names, making TOD truly personal.

TOD360 will bring a lot of benefits—can you walk us through what they are?

TOD360 is a game-changer. It’s all about fan-first innovation. You can follow live stats, see where players are positioned on the pitch, and track attacking zones in real-time—insights usually reserved for professionals. The platform also generates automatic match highlights so fans can instantly catch up on key moments.

Whether you’re a casual viewer or a hardcore fan, TOD360 makes the experience richer, more interactive, and deeply personal.

Q: From the stats you already have, what are the most popular and engaging sports in the region and which are the most viewed and interacted with?

There’s no surprise that football dominates in MENA. TOD is home to the UEFA Champions League, Premier League, LaLiga, and more, and the engagement around football content is second to none. We’ve also seen significant traction around tennis, especially during Grand Slams, and rising interest in Formula 1 and basketball. What’s been particularly exciting is the strong response to rugby, especially the 6 nations, which TOD exclusively streams in this region. The appetite for high-performance sports is growing, and we’re proud to be the go-to destination for premium coverage.

One of the issues in the region is that most of the time, weather isn’t ideal for outdoor sports, so people settle on viewing rather than participating. How does TOD address that?

It’s true—climate can be a barrier to outdoor activity in the region, but TOD fills that gap by delivering world-class sports and entertainment right into people’s homes. Whether it’s a nail-biting match, a Turkish/Arabic drama, or a Western blockbuster from Sony, Paramount or other leading Hollywood studios, we’ve built TOD to be a complete destination for families. But beyond the screen, we’re committed to promoting healthy living. TOD actively supports grassroots sports initiatives by partnering with local football academies, fitness institutions, and community programs. We believe in inspiring active lifestyles, our support doesn’t end with streaming alone.

As the Middle East continues to emerge as a hub for mega-events, this move underscores the region's growing influence in the world of sports and entertainment. The increasing investment in sports tourism is not only boosting the local economy but also creating unique opportunities for brands to engage with passionate and high-spending audiences. By hosting high-profile events, the Kingdom has successfully enhanced its global standing while attracting tourists from around the world, further solidifying its role as a leader in the event tourism sector.

Further defining this discussion are Collinson International's latest report's findings. 

Sports and music tourism is experiencing rapid growth. In 2023, sports tourism was valued at $564.7 billion and is expected to almost double in value to $1.33 Trillion by 2032. Additionally, music tourism is forecasted to reach $13.8 Billion by 2032. This is being driven by three main components: Events, with more sports and music events, fans have more choice of destinations; Exposure, the internationalisation of new and existing sports leagues through TV and streaming has encouraged fans to travel, while music fans are finding it may be more cost-effective to see an artist abroad; and Experience, after years of Covid-19 travel restrictions, live fans are back and wanting new, enhanced experiences.  

It is clear that both sports and music tourism are booming, and event travellers have high aspirations, presenting a huge opportunity for businesses to tap into this growing segment of travellers.  Of those that travel to an event by plane, more than 83% have travelled for sports and 58% for music in the past three years or plan to do so in the coming 12 months. Of these travellers, over 58% travel more than once a year with 23% attending events more than three times annually. 

With the event season in the Middle East approaching, highlighted by major music and sporting events like the F1 Grand Prix and MDL Beast in Saudi Arabia, the surge in sports and music tourism presents an exciting opportunity for businesses.

Spending Habits

Sports fans are the biggest spenders, with 59% exceeding $500 per trip. Notably, 18% of respondents in the UAE spend more than $2,000 per trip, compared to 15% of travellers from KSA. Globally, the 25-34 age group spends the most overall, with a third (33%) exceeding $1,000 for sports and 31% for music events.

The typical spend for sports travellers at airports is $100 (44%) but this varies considerably with those travelling for basketball (32%), Formula 1 (32%) and the Olympics (31%) prepared to spend $200 or more. 

Over 4 in 5 (89%) of sports and music fans in the Middle East have travelled to a new city or country to watch their favourite team or artist and of those, 30% said they have gone back – with a further 31% planning to return. This presents huge economic growth opportunities for local businesses within these destinations. 

Elevated Airport Experiences 

Those travelling to see their favourite sports team or artist are looking for more premium travel experiences, which means they are more likely to take advantage of airport experiences. 

Over half (58%) of KSA travellers have used airport experiences when travelling for an event, with the most preferred experience being airport lounge (32%). Followed by gaming lounges (25%), spas (22%), and sleep pods (14%). The top reasons fans visit an airport lounge is to relax and unwind before or after watching their favourite team/artist (53% for sports and 55% for music fans), followed by taking advantage of food and drink options (48% for sports and 51% for music).  

Comparatively, in the UAE, 61% of travellers have utilised airport experiences when attending an event. Breaking it down further, 42% of fans visited an airport lounge, 20% used gaming lounges, 18% enjoyed a spa, and 15% benefited from sleep pods. Seeing similar results for UAE and KSA, the top reason UAE travellers visit an airport lounge is to relax and unwind, with 59% of music fans and 58% of sports fans citing this as their primary reason, followed by enjoying the food and drink options with 52% for both sports and music fans. 

Tailoring Loyalty Programs 

Over half of event travellers (61%) in KSA participate in loyalty programmes. Many have joined loyalty programmes that offer discounts on flights (55%), tickets (52%), accommodation (46%) or points/miles (43%). Over a third (40%) of event travellers would choose a payment card that offered exclusive travel benefits such as an event package (flights, accommodation, transfers and tickets), airport lounge access (38%) and travel insurance (31%).

A staggering 70% of UAE event travellers participate in loyalty programs. Similar to KSA, they join programs offering discounts: 53% on flights, 52% on tickets, 42% on points/miles, and 41% on accommodation. Interestingly, fewer UAE travellers (34%) choose a payment card offering exclusive travel benefits as a package (flights, accommodation, transfers, and tickets), with 43% valuing airport lounge access and 36% prioritizing travel insurance.

“The growing and global fanbase that will travel to iconic sports and music events is looking for unforgettable experiences and are prepared to spend significantly to make their trip extra special,” says Christopher Evans, CEO of Collinson International, owner and operator of Priority Pass. “Fans are by definition synonymous with loyalty. This new research shows the high value they place on travel benefits. Great news for the travel industry and for those businesses targeting frequent travellers providing the opportunity to capitalise on the rise of event tourism by offering the travel benefits fans crave. In return, they will see the advantage of being top-of-mind and wallet with these frequent travellers, boosting engagement, building loyalty, and driving additional cross-border spend.”

The American Heart Association defines an athlete as “one who participates in an organized team or individual sport that requires regular competition against others as a central component, places a high premium on excellence and achievement, and requires some form of systematic, and usually intense training.” So, how does this differ from the everyday challenge, performance, intense competition, and talent management that leaders throughout the corporate world tackle throughout their careers?

The answer to the question above is that the corporate athlete and/or a dynamic entrepreneur participate in a similar, dynamic cauldron to the professional sporting athlete, using the skills and capabilities that they have collected along their educational and self-development journey which we brand as a career.

Playing to win is the primary objective, and a continuous learning pathway from the talent within your team, guidance from your clients, and insight from your customers feed into the ever-evolving improvement program for the corporate athlete in much the same way sporting athletes interact with their teammates, coaches, and fans. The major difference between the professional sportsman and the corporate athlete comes down to the period of sustained performance and longevity required to remain at the top of their game, ranging from a decade for the sportsman and a minimum of three decades for the corporate warrior.

Building and maintaining strength in both mind and body is a critical success factor, and the discipline needed to overcome the challenges along the road requires determination, grit, and commitment to serve the purpose of why we choose the corporate world as our playground.

Sharpening the mind through training and development forums, seizing the future through innovative thinking and calculated risk-taking, whilst finding the time to maintain physical fitness to perform at the very best of our ability fuels success, motivation, and peak performance.

My personal transformation story lives within my 35-year professional career, where I have had the absolute privilege of working for some of the world’s most admired and successful corporations, inspirational leaders, and incredibly talented colleagues. Whilst not being a coveted sporting athlete, I do consider myself a corporate athlete, who has faced burnout many times throughout my career, dropping my levels of efficiency, losing my motivation, and seriously challenging my health through poor habits and an absolute dereliction of duty to ‘self.’

The tipping point came with the realization that the corporations that I proudly served would continue to survive and thrive, irrespective of my presence, and therefore it was time to focus on my personal development as a man, partner, and father, and that accelerated a complete change to my physical and mental health program. The lifestyle change meant dedicating time to look after both mind and body through regular fitness training, embracing nutrition through a balanced diet, and spending quality time with family enjoying regular vacations and the time spent at home.

In the professional corporate world, we are all athletes, so enjoy the competition, strive for excellence in performance and achievement, and embrace learning as the training tool for maintaining relevance in the arena of your choice, whilst never ignoring the need to be fit for purpose and life in both mind and body. Healthy athletes compete on the stage; unhealthy athletes watch from the stands!

Nike Middle East has launched ‘Sport is Never Done,’ a campaign that aims to highlight the lifelong benefits of physical play for kids. The campaign is set to roll out across the region and will feature a series of engaging activities to educate and empower parents, motivate children, and help them unleash their full potential through the power of play.

Kicking off “Sport is Never Done” is a 90-second film titled ‘Rise of Kids’ – an imaginative vision of sport through the lens of kids from across the Middle East. The film explores the relationship that kids enjoy with sports and addresses popular parental misconceptions about physical activity.

Other exciting extensions of the campaign, will include a series of educational and entertaining workshops hosted in Dubai, Abu Dhabi, and Riyadh. Inviting parents and kids to get active together, the workshops will highlight the important role parents play in their child’s relationship with sports.

While the movement is for everyone, not all kids share the same tastes and preferences. To tackle this, the Nike Store in the Dubai Mall will play stage to an immersive retail experience available until 1^st November. Designed to help kids discover their Play Powers, the experience offers recommendations on the types of plays that may be suitable for every kid.

To sustain this educational and inspirational journey, Nike Middle East will publish a storybook called ‘5 Minutes More’ which invites parents and kids to discover the benefits of sport together by combining interactive storytelling with practical advice on how to ‘plan for play.’ The complementary book will be available in hardback* and as a digital eBook across the region from the 15th of October 2022 and can be availed through www.nikeneverdone.com.

The new offering seeks to disrupt the sporting entertainment scene by bringing together the best and most popular live sports events under one platform, integrating the existing breadth of sports channels with an assortment of new sports events such as the  Italian League Serie A, and bringing uninterrupted live coverage in all 19 countries that the platform operates in.

Danny Bates, Chief Commercial Officer at Starzplay, said in a statement, “As the pioneer of SVoD in the region and since launching our first sports channel in 2021, building an exclusive portfolio of sports in the OTT space has been our strategic priority. Now, we are challenging the status quo of sports streaming in the region with Starzplay Sports, a platform like no other that will provide sports lovers more reasons to cheer. We are dedicated to ensuring that the best sports entertainment is readily accessible to our subscribers. For this, we leverage cutting-edge technology to bring users a seamless, high-quality experience and the best industry low latency live streaming possible.”

As part of its long-term strategy, Starzplay is building the sports content category into one of its core products, offering the best in sports entertainment to its 2.1 million subscribers across the region. The new Starzplay Sports package will complement the platform’s existing entertainment offering.

Global following of sports is high

YouGov Global Fan Profiles reveals that over three-quarters of adults around the world follow sports (76%). Looking at regional fan base sizes across the 51 international markets surveyed, these range from 60% to over nine in ten (91%), with most markets globally at or over the 75% mark for levels of sports fans.

The popularity of sports spans all ages

Whilst men are more likely to watch or follow almost all types of sports than women, the differences by age are less pronounced, with strong sports following across all age groups.

Sports often play a huge part in national pride for a country, be it supporting their national team or a local athlete, but which sports are the most popular within different territories?

Data from YouGov Global Fan Profiles looks at the top three sports watched or followed by sports fans in select countries. Football is the most popular sport globally, followed by basketball and swimming. Its stronghold in popularity is evident in 9 out of 16 countries analyzed. American football and Australian rules football appear in pole position in the US and Australia respectively, with ice hockey ranking highest in Canada. In India, cricket dominates the agenda among sports fans, whilst in China basketball is the number one sport

YouGov Global Profiles data shows that the power of global sporting events to enhance international communities is far-reaching, with more than two-thirds of sports fans globally agreeing that events like the Olympics are good for the international community (67%). For Brits, the Olympic flame burns brightly, with almost eight in ten (79%) recognizing the value of the Olympics for the international community, compared to almost three-quarters of US sports fans, along with Indonesia, Italy, Germany, Spain, Poland, and Argentina, all registering 70% or above.

What matters to sports fans?

Sports fans are focused on the environment and sustainability. YouGov Global Profiles data shows that over half (53%) of global sports fans agree that ‘I consider myself an environmentalist.' In addition, 68% of fans agree that ‘I think green energy is the future,' and almost half (48%) agree that they would be ‘willing to pay more for sustainable energy.’ Sports fans are more likely to agree with these statements compared to the global total population as a whole, and also over-index on their commitment to only buy from companies with a social conscience.

Taking a deeper dive into YouGov’s Global Profiles data, sports fans are also more likely than the average consumer to care about issues associated with diversity and inclusion. Since sports can bring people from different cultures and nationalities together, almost two-thirds (65%) of sports fans agree diversity and inclusion should be considered when putting on events, and almost seven in ten global sports fans feel more could be done, with 68% agreeing that ‘Sports need to be more inclusive’, suggesting there is clearly room for improvement within the sector. Interestingly, we see less variation by age around areas of diversity and inclusion compared to environmentally driven issues, with the over 55s equally supportive of the statement that diversity and inclusion should be considered when putting on events in general. However, a higher proportion of female sports fans than males agree there should be more consideration around diversity and inclusion when putting on events.

Global sports fans are championing equal pay. It is worth noting how more than half (51%) of global sports fans are in favor that the winner of the FIFA Women’s World Cup should earn the same as the winner of the (men’s) FIFA World Cup, and 56% agree the prize money should be the same for both male and female tennis tournaments. These views around pay disparity are slightly more pronounced among female sports fans than males.

Socially conscious sports fans are looking for a genuine connection with brands

YouGov US Profiles data shows that US socially conscious sports fans want brands to be genuine and authentic, aligning their values with society, understanding everyday challenges, and showing they care. Brands that are socially responsible can hope to be rewarded with an elevated relationship with sports fans. The challenge for sponsor brands and sports rights holders alike is to create campaigns that feel authentic and emphasize their mutual appreciation for social issues and sports.

Sports fans are looking for sports rights holders to lead the way

Recent YouGov Direct data reveals that sports fans feel it is appropriate for sports rights holders and athletes to get involved with social causes. Across the four countries surveyed, a sports representative appears in the top five public figures for whom it is appropriate to support social causes. Sports teams and leagues appear the first and second among the UK and Australian fan bases, and within the top three for German sports fans.

Engaging with socially responsible sports fans

With the growing interest in sustainability and social issues among sports fans, it is essential for marketers to understand how to reach these ‘socially conscious’ sports enthusiasts with the right media and marketing messages. In this section, we explore what types of media sports fans use to follow their favorite sports teams and leagues, their attitudes towards advertising and sponsorship, and how their consumption patterns and behaviors compared to the socially conscious sports fan.

The power of advertising

Looking at YouGov Global Profiles data, 55% of socially conscious sports fans say they pay attention to the advertising they see at events, and 50% of the socially conscious sports fan group say they often engage in conversations with friends and family about the advertising they have seen.

In terms of reaching the ‘socially responsible’ global sports fans, they have a greater propensity to consume all types of media than the global total population, they are more engaged in advertising and sponsorship, and are more likely to take action as a result of seeing this activity. While live TV is their media of choice for watching/ following sports, social media is becoming an increasingly important medium in communicating with socially conscious sports fans. At the crossroads of sports and social justice is a great opportunity for marketers to engage with an audience that has increasingly high expectations about sports organizations taking a stance on social issues, and that is strongly committed to both their favorite sports and the social issues discussed.

Beijing Olympics Opening Ceremony (2008)

The ceremony makes it to the top rank of yet another list. This time, it sits at the top for the most-viewed sporting event in history with two billion views. In over 11 years, no other sporting event has managed to surpass it.

Cricket World Cup (2015)

The gentleman’s game is ruthless when rival nations go against each other. But that’s where all the action is, and the views as well. Almost one billion people watched the anticipated game between India and Pakistan in the semi-finals of the 2015 Cricket World Cup. While the tournament on average garnered 1.5 billion views, this semi-final match is noted for its high viewership.

FIFA World Cup Final (2018)

The 2018 World Cup managed to break several TV audience records, including the one-billion viewership record for the 2014 edition. The final game between France and Croatia gathered around 516.6 million viewers on average, but 1.12 billion people tuned in to watch the final moments when France defeated Croatia 4-2.

FIFA Women’s World Cup Final (2019)

The US took home the FIFA Women’s World Cup Final after defeating the Netherlands 2-0. The game averaged a viewership of 82.18 million and the tournament on a whole gathered a record-breaking 1.12 billion views. The finals were one for the books not only because it was the team’s fourth win, but also for the stance the US Women’s National Soccer Team (USWNT) took demanding equal pay. You’ll be happy to know that the heads of FIFA are now in talks to address the matter.

UEFA Champions League Final (2019)

The UEFA Champions League is one of the most viewed sports tournaments in the world and in football after the FIFA World Cup. The most recent final, where Liverpool defeated Tottenham in a crushing 2-0 game, recorded a stunning 11.3 million viewership across digital and TV platforms, BT Sports in particular. The number defeats the viewership rates of BBC One and ITV1 combined. Two wins in one night, you don’t see that very often.

This article is published in Communicate’s December edition.