YouGov Sport

🎧 Looking for some new commute-worthy podcast content? Search no further! Our Global Head of Sport at YouGov, Nicole Pike, joined Henry Piney on his Futureview podcast to chat all things sport (ok, and gaming/esports, too!) data. The duo dug into a bit of everything: 💡 Nicole's career journey from pet food to global sports (and lots of stops in between) 💡 How audience behaviour has shifted in the world of games 💡 Where AI helps analysis without breaking trust 💡 The unique mechanics of entertainment sector forecasting 💡 The reality behind the esports boom 💡 The emergent uses of consumer data to fill out stadiums and monetize sports content Have a listen via the links below, and let us know what you think! 👇 🎧 Apple Podcast: https://lnkd.in/eck_8wwd 🎧 Spotify https://lnkd.in/eJBp4x8v 🎧 BuzzSprout https://lnkd.in/e7wsG3TD #sports #streaming #videogames #esports #consumerinsight

🏟️ Olympic venues with brand names? LA28 will be the first to do it. New YouGov Sport survey data shows U.S. fans are more likely to support this change (34%) vs. not (18%), with younger and engaged fans particularly more positive about the idea. Does this approach change how you think about or experience the Games? Let us know, and check out our full write-up here: https://lnkd.in/eYZQJGSw

🏒 With the World Cup of Hockey officially set to return in 2028, we take a look at international hockey fans leveraging our Global Fan Profiles tool. Read on to learn more!: https://lnkd.in/eQKBb3nk

The Premier League is back in full swing – but how is on-pitch success shaping brand health in Q3 2025? 🔴 Liverpool continue their brand dominance into the 25/26 season, topping both Brand Health and Buzz Rankings. The Reds are well and truly setting the standard. 🔵 World Champions, Chelsea, have made a dramatic comeback from Q2, leaping 13 places in Buzz from 16th to 3rd. With their victory at the FIFA Club World Cup this summer, are we finally seeing success come as a result of big spending at Stamford Bridge? 🌳 Nottingham Forest are sliding down the Buzz rankings (-10.6). With Nuno Espirito Santo out and Ange Postecoglou in, Q4 could be a turning point not only on the pitch but off it too for Forest. Stay tuned as the season heats up - and we continue to track the excitement!

 ⚾ 🍂 October Baseball is back, and the reputation of Major League Baseball (MLB) is reaching new heights! YouGov’s newest report, Inside the park: MLB report 2025, tracks the league’s reputational resurgence following the introduction of pace-of-play rules a few years back. We highlight how fans feel about the league, additional rules they want added to the game, brands they love, and more. 👉 Download the report to see how America’s favorite pastime is trending: https://lnkd.in/etptKTKR

Sponsorship valuation starts with exposure quality - how often and how clearly a brand appears on screen. That foundation remains essential. By incorporating fan perception data directly into these calculations, brands and rights holders can see not just how visible their sponsorships are, but how positively they resonate. Our latest how-to guide explains how YouGov Sport combines exposure and perception in one calculation to give a fuller picture of sponsorship impact. 📖 Read more to see how you can evolve your brand measurement: https://okt.to/OAL2Va

⚾ Another YouGov Sport data in the wild alert! We're proud to support our client Major League Baseball (MLB) as they continue to innovate and grow in big ways - the data (cited in MLB's end-of-season recap press release) speaks for itself!: "According to YouGov’s SportsIndex research, Major League Baseball recorded the highest brand health score (26.9) of any sports league measured during this season coming in +39% higher than its 2022 score." Want to know how our industry standard, best-in-class data can help measure your property's growth? Get in touch! https://lnkd.in/eBrBkjBN

Our Global Head of Sport Nicole Pike will be on stage at SponsorshipX Changemakers in Toronto next month, joining our Canadian sport guru Yoeri Geerits at the event. During YouGov's Spotlight Session, Nicole will share insights on how athletes as influencers can impact change - not simply through their performance, but also via their personal storytelling, sharing what matters most to them, and creating a close relationship with their followers. Hope to see you there!

🏆 Rugby Royalty: Red Roses Crowned Champions in Front of Millions!🌹 What a way to sign off an unforgettable summer of women’s sport! With 81,885 fans packing out Twickenham Stadium and 5.8 million tuning in via BBC’s linear and digital platforms, the 2025 Women’s Rugby World Cup Final was not just a sporting event—it was a cultural milestone. 📺 Audience Insights: * 11.9 million watched at least 15 consecutive minutes of coverage across the tournament —more than the 2017 & 2021 tournaments combined! * 35% TV share for the Final on Saturday, surpassing the England Men’s 2023 Semi Final (31%) * 47% of BBC viewers were female, echoing the Lionesses’ Euros Final audience split * Peak viewership hit 5.3 million at the 78-minute mark—just as the Red Roses sealed the win. Crucially for partners this peak came just as the pitch side LED Boards switched to ‘always on’ for all partners offering up valuable exposure! At YouGov, we’re exploring ways to bring in consumer data and expert opinion in our exposure monitoring to get a deeper understanding of what influences Brand Recall in sports sponsorship. With presence during Key Moments being identified as a key influencing factor- it is moments like this that boost a brands value generated from their partnerships. 📊 The Ripple Effect of a Historic Win The Red Roses’ triumph didn’t just dominate the pitch—it ignited national conversation and fan engagement at scale. * Over 8,000 mentions of “Women’s Rugby” lit up social media on Saturday alone * On Sunday, 9% of YouGov’s panel said they’d discussed the Red Roses with friends or family in the past two weeks * 1.2 million passionate and 7.3 million casual supporters of England Women’s Rugby were identified via YouGov Profiles * 798,000 viewers tuned in for the BBC’s trophy celebrations at Battersea Power Station—mirroring the 1.5 million who watched the Lionesses’ parade earlier this summer - and presenting more chances for brand partners to be seen. These moments go beyond sport—they build legacy, deepen emotional connection, and deliver real brand value. At YouGov, we’re exploring how presence during key emotional moments drives brand recall and sponsorship ROI. We’ve just wrapped a webinar on the nine factors that influence sponsorship value—drop us a message if you’d like access to the recording. ⬆️ Feeling Momentum * The Red Roses’ official X account has grown from 7.4k followers during March's Women's 6 Nations to 12k+ today. * In the 24 hours around the Final there were 9.3k global mentions with a potential reach of 1 billion+, 7.1k mentions of the Red Roses and 14.7k posts using #RedRoses, and star players like Ellie Kildunne and Zoe Aldcroft saw hundreds of mentions. 👏 Huge congratulations to the Red Roses, England Rugby, and everyone who made this World Cup a landmark moment for women’s rugby. #RedRoses #RWC2025 #WomenInSport #SportsMedia #AudienceInsights #BroadcastData #SponsorshipValue #YouGovSport #ProudMoment

Thank you A guy with a scarf (aka Carlo De Marchis) for the feature, but even more so for the nuanced understanding of the findings, methodology, and metrics. Highly recommend this read (we're definitely not biased)! 🤓