New Data to Engage Sports Fans

New Data to Engage Sports Fans

It’s a great time to be in sports marketing with new resources to identify sports fans! Even for niche sports, eSports and other gaming activities, there are opportunities to catch sports fans’ attention and lead them down the field to achieve your goals.

Olympics Sports Fans

For example, Nielsen reports almost 60% of Americans intend to watch the 2024 Paris Olympics.[1]

Causeway Solutions’ May 2024 survey data reflects these findings, revealing 68% of Americans plan to watch the summer Olympics. Among men, the interest rises to 73%. The majority of adults 35-44 plan to watch the summer Olympics (73%) and the same is true of adults 25-34 (71%).[2] See more in our recent blog post, “Marketing Opportunity: Most Americans Plan to Will Watch the Summer Olympics.”

When we asked Olympics fans to expand on their level of interest, we learned:[3]

• 29% say they are regular fans
• 31% say they are causal fans
• Only 18% say they are not fans at all

That translates to 82% of the population having some interest in the event. When we compare the Olympics to other sports, the next overall fan favorite is football where only 22% say they have no interest in the sport or 78% have some skin in the game.

Engaging Sports Enthusiasts

Causeway Solutions arms marketers with data to identify their target audiences and offers guidance on the messages that will resonate to drive desired action.

Did you know: [4]

• 46% of adults 18+ who watch sports say they will watch the full season, regardless of who makes the playoffs.
• 32% of adults 18+ say they will subscribe to premium content for sports.

We can provide ready-made audiences that target the following sports groups:[5]

• Sports Engager – Individuals likely to interact with a sports team or athlete on social media.
• Sports Ticket Buyers – Individuals likely to attend a sports event in person.
• Fans of Women’s Sports – Individuals likely to be fans of women’s sports.

If you want to catch sports fans’ attention, please reach out for support with marketing to these enthusiastic, highly energized consumers at [email protected].

*About Causeway Solutions’ Monthly Surveys

Causeway Solutions has conducted a monthly online survey of U.S. Adults 18+ for more than 3 years. The data offers snapshots into consumer attitudes and behaviors, which support industry trends. Insights include optimism about the economy, plan to purchase and media usage. Causeway Solutions offers key industry profiles, including healthcare, entertainment, sports, travel, restaurants and more. The most recent survey was conducted September 9-13, 2023, with 838 Adults 18+ completing the online questionnaire.

Thérèse Mulvey is Vice President of Strategy & Insight at Causeway Solutions, a leading provider of Acquisition Analytics and innovative data services. Thérèse has worked in media, including television, newspaper, direct mail and digital, where she successfully translated consumer data into insights that address key business issues. She has over two decades of success driving profit, growth and market expansion through the strategic optimization of marketing analytics, research and business development. Causeway Solutions empowers clients to make smart, timely, data-driven decisions through real-time consumer insights to better reach target audiences. Learn more at CausewaySolutions.com.

Source:
[1]: “Olympic Games Insights Hub,” Nielsen
[2-5]: Causeway Solutions: 2024

To learn more, visit Causeway Solutions to get started!