Sports Around

the World
Examining how digital consumers around the
world engage with sports, and the opportunities
for sports brands and marketers

INSIGHT REPORT 2018

www.globalwebindex.com
Contents Introduction

GlobalWebIndex Insight reports take a deep-dive into the crucial

Key Insights 03
topics of the industry. In this report, we focus on the world of sport
throughout Asia Pacific (APAC), Europe, Latin America (LatAm), North
Engagement with Sports 04
America and the Middle East and Africa (MEA). We will examine how
the relationship with sport differs by region, and the potential to
Sports Viewing: TV vs Online 15
reach fans through second-screening and sponsorship.

The Relationship Between Sports & Social 22

This report explores:

Sports Brands & Commerce 26

• Engagement with Sports – which sports and sporting leagues are
the most popular around the world, and which demographics are
Online Gambling Around the World 33
most likely to watch sport online?

Notes on Methodology 34 • Sports Viewing: TV vs Online – what role does televised sport
have in a world where media consumption has increasingly shifted
online?

• The Relationship Between Sports and Social Media – how have

sports and social streaming integrated over the past year, and do
sports fans see an appeal in watching sports on social networks?

• Sports Brands and Commerce – how many people are buying

sports clothing/equipment and which brands are the most
popular?

• Case Studies in Sports Sponsorship – what are the opportunities

for Fortnite, A-B inBev and Chevrolet with their sponsorships of
sporting leagues and teams?
Key Insights

85% of internet users say they regularly watch at least There’s no doubting that TV behaviors have changed and
one sport online or on TV. Sport is particularly popular are continuing to change. Time spent watching online TV
in Latin America, where 90% of the internet population continues to increase, and the youngest consumers, Gen
report watching one or more sports online, driving up Z, are spending notably less time watching broadcast TV
global averages. In other regions, at least 3 out of 4 than older consumers.
internet users also exhibit this behavior.

Through their mobiles, sports fans are choosing to keep

For most frequently watched sports, soccer takes the top up with scores and highlights whenever and wherever they
spot, with a massive 25 point lead over swimming, the please. In two regions – APAC and MEA – watching sports
second most watched sport. With the exception of North coverage on mobile has actually overtaken watching on
America, soccer claims the top spot in each of the regions. PCs/laptops, with other global regions not far behind.
33 out of the 40 markets we surveyed cite it as their most-
followed sport.
A fifth of digital consumers say they use social media to
watch or follow sports events. Among sports fans, this
Soccer might be the most popular sport to watch globally, rises to nearly two-fifths. Across the regions, this behavior
but only a quarter of internet users say they regularly play peaks in the Middle East and Africa, where a quarter are
it. In Latin America, the Middle East, and African markets, following or watching sports on social media.
however, this figure jumps to approximately 40%.

Among the sporting leagues and events globally, the FIFA

World Cup has the biggest reach, drawing in over half of
internet users around the world as viewers. The only real
challenger to soccer competitions are the Olympic Games.
Both the Summer and Winter Games claim a spot in the top
three most-watched global sports.
Sport Around the World

Engagement with Sports

Insight Report 2018

Sports Viewing
ENGAGEMENT 05
WITH SPORTS

Soccer dominates globally

Globally, 1 in 3 internet users say that watching

Argentina Soccer Netherlands Soccer
sport is an interest of theirs – a sentiment that
Australia Soccer New Zealand Rugby is most pronounced among men across all age
groups. But if we focus on those who report
Austria Swimming Philippines Basketball
watching one or more sports online or on TV, it is
Belgium Soccer Poland Soccer clear that this overall behavior is commonplace –
85% of users claim to do so.
Brazil Soccer Portugal Soccer

Canada Ice Hockey Russia Soccer This is a figure which remains consistently high by
age, with a slight peak among 16-34 year-olds.
China Soccer Saudi Arabia Soccer
By gender, we see an expected skew towards
Colombia Soccer Singapore Soccer males (90%), but even among women the figure is
quite high, with 79% watching at least one sport.
Denmark Soccer South Africa Soccer
Across the regions, all have at least three-quarters
Egypt Soccer South Korea Soccer that watch at least one sport, with Latin America
in particular having an impressive 90% of the
France Soccer Spain Soccer
population doing so. Latin America also contains
Germany Soccer Sweden Soccer a near 50/50 split between men and women
watching sport.
Hong Kong Soccer Switzerland Soccer

India Cricket Taiwan Badminton There are regional differences to understand

when segmenting sports viewership by age
Indonesia Soccer Thailand Soccer
groups. While Europe and North America have
Ireland Soccer Turkey Soccer consistent figures across all age groups of sports
viewers, Asia Pacific, Latin America and Middle
Italy Soccer UAE Soccer
East/Africa show a large skew towards younger
Japan Soccer UK Soccer demographics and a sharp drop off for 45-64s. Question: Which of the
following sports/activities do
Malaysia Badminton USA American Football you play, watch on TV, watch
online or watch live in person?
Source: GlobalWebIndex
Mexico Soccer Vietnam Soccer Q3 2018 Base: 113,932
Internet Users aged 16-64
Sports Viewing
ENGAGEMENT 06
WITH SPORTS

Global sports viewing | By gender

Global sports viewing | By age

Global sports viewing | By world region

Question: Which of the

following sports/activities do
you play, watch on TV, watch
online or watch live in person?
Source: GlobalWebIndex
Q3 2018 Base: 76,837
respondents watching at least
one sport on TV or online
Top Sports Watched
ENGAGEMENT 07
WITH SPORTS

Top sports globally

For sports watched regularly on TV or online, it’s

Soccer 56% Cricket 12%
soccer which takes the top spot, with a 25 point lead
Swimming 31% Baseball 11% over the second most-watched sport, swimming.
Beyond soccer, the other most popular sports to
Basketball 29% American football 11% watch are in fairly close proximity in terms of their
Tennis 24% Golf 10%
relative popularity levels; there is only an 8 point
difference between third placed basketball and sixth
Cycling 23% Long-distance running 10% placed motorsports.

Motor sports 21% Surfing 8%

A love of soccer is a trend that cuts across regions,
Badminton 19% Ice hockey 7% especially after the World Cup, which has helped
elevate soccer’s profile around the world. Aside from
Athletics 18% Horse-riding/equestrian 7% North America, soccer claims the top spot in each of
the regions, with 33 out of the 40 markets we survey
Boxing 18% Rugby 6%
citing it as their most followed sport.
Gymnastics 18% Sailing 5%
Beyond this, we naturally see some very prominent
Volleyball 17% Triathlon 5%
regional and country-level differences in sports
Martial arts 17% Rowing 5%
engagement. For example, although only 12% of
global digital consumers are regularly watching
Table tennis 15% Field hockey 3% cricket, this rises to 71% in India. Likewise, the
figures for viewership of American football (51%)
Winter sports (e.g. skiing) 13% Squash 3%
and baseball (38%) increase considerably when
examining the U.S. market.

Question: Which of the

following sports/activities
do you play, watch on TV or
watch online?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Top Sports Watched
ENGAGEMENT 08
WITH SPORTS

Average number of sports watched by region

It is important to note, however,

is that consumers aren’t
necessarily choosing one sport
over another. Rather, they’re
engaging with a number of
different sports – with the
average internet user watching
over 4 of the 30 different
sports that GlobalWebIndex
tracks on TV. There are
regional differences here, too;
consumers in Asia Pacific and
Latin America both watch an
average of nearly five sports,
whereas consumers in the
Middle East/Africa watch only
two.

Most watched sports by region

APAC EUROPE LAT AM MEA NORTH AM

Soccer Soccer Soccer Soccer American Football

Question: Which of the
following sports/activities
Swimming Tennis Volleyball Swimming Baseball do you play, watch on TV or
watch online?
Source: GlobalWebIndex
Basketball Motorsports Swimming Tennis Basketball
Q3 2018 Base: 113,932
Internet Users aged 16-64
Top Sports Watched
ENGAGEMENT 09
WITH SPORTS

Sports watched by country

New Zealand

Saudi Arabia
Netherlands

South Korea
South Africa

Switzerland
Hong Kong

Philippines

Singapore
Argentina

Colombia

Indonesia
Denmark

Germany
Australia

Malaysia

Thailand
Belgium

Portugal

Vietnam
Sweden
Canada

Mexico
Austria

Ireland

Taiwan
Poland
France

Turkey
Russia
Japan
Egypt
China

Spain
Brazil

India

UAE

USA
Italy

UK
Am. football 7 7 11 2 11 21 4 10 9 5 5 11 5 7 4 7 5 3 6 36 5 8 12 4 5 1 4 4 5 2 5 4 6 6 10 7 6 7 51 8

Athletics 16 12 12 17 20 11 19 24 16 21 22 18 17 24 15 20 25 10 25 22 15 13 19 31 20 9 17 11 35 12 19 25 19 12 20 27 19 22 10 21

Badminton 0 4 2 2 2 4 31 1 13 2 4 3 29 32 51 4 1 5 59 2 3 5 25 4 3 2 3 26 2 8 3 3 2 20 31 5 14 4 2 32

Baseball 5 5 3 2 6 24 6 16 3 2 2 3 5 9 3 4 4 28 5 25 5 6 17 3 3 1 3 4 4 44 4 2 3 33 6 4 6 4 38 6

Basketball 28 15 7 9 29 21 41 32 6 18 14 10 29 21 29 13 19 7 20 34 9 21 70 20 20 10 20 19 13 15 33 10 7 36 24 51 33 8 35 23

Boxing 28 12 10 8 23 14 14 18 12 16 12 18 12 25 20 20 8 8 16 41 11 19 46 20 8 20 14 11 18 11 9 9 11 7 31 29 32 18 15 20

Cricket 0 29 1 1 1 4 3 1 1 2 1 1 2 71 2 7 1 0 3 1 2 21 1 1 2 0 4 3 43 1 1 2 1 1 3 2 35 15 2 2

Cycling 12 12 16 27 19 11 28 57 26 19 22 14 24 32 32 18 22 4 26 20 27 13 19 21 23 6 11 14 21 6 25 11 15 20 30 32 19 18 10 33

Soccer 67 40 52 52 76 34 53 75 46 79 50 58 54 62 75 54 62 31 63 72 51 27 45 69 72 50 67 49 60 59 65 51 55 20 72 76 64 54 31 79

Golf 7 12 5 4 7 14 12 8 7 6 4 5 9 11 5 20 6 9 10 8 6 12 10 4 5 1 5 10 17 17 5 11 5 8 14 9 9 14 16 11

Gymnastics 17 11 5 10 29 12 21 27 8 12 11 4 26 20 17 16 15 8 23 31 8 12 21 12 13 18 8 14 23 10 16 8 8 16 18 17 13 13 18 14

Ice hockey 3 5 12 4 5 42 4 4 9 3 4 12 5 6 2 4 4 1 5 6 6 5 5 9 5 26 3 4 5 2 3 33 23 3 4 6 2 4 21 4

Martial arts 18 10 10 8 27 13 14 19 7 18 10 10 10 21 27 13 8 10 26 24 11 12 35 19 11 14 13 16 16 8 9 9 9 11 25 27 20 9 12 29

Motor sports 23 18 26 14 26 15 16 23 20 15 15 24 17 29 43 17 33 9 31 22 25 22 25 17 26 10 16 19 33 10 29 15 21 14 27 30 26 24 14 25

Rugby 21 23 3 6 4 5 4 5 2 2 24 3 6 6 2 40 10 6 8 3 6 45 5 4 6 2 3 5 48 1 5 3 6 3 4 4 5 23 3 5

Surfing 5 9 3 4 15 5 11 4 2 11 3 3 8 12 6 6 3 2 7 6 3 8 13 3 8 2 6 5 11 3 4 3 5 6 6 7 7 4 6 4

Swimming 18 23 14 11 35 16 42 33 14 36 20 16 38 33 29 21 29 10 36 32 16 14 37 21 18 15 30 32 32 18 21 16 14 23 31 43 29 17 16 41

Table tennis 3 4 4 3 7 3 30 7 4 9 4 6 20 16 10 4 4 8 12 4 3 6 14 8 5 3 8 14 5 9 4 6 3 12 13 15 10 4 3 14
Question: Which of the
Tennis 41 31 30 27 20 17 24 31 19 26 29 17 21 37 17 28 29 15 19 23 22 21 25 25 23 11 21 19 33 13 38 15 34 20 29 33 27 30 16 25 following sports/activities
do you play, watch on TV or
Volleyball 17 4 7 7 48 7 17 18 3 11 6 7 25 15 19 4 22 8 13 19 9 5 45 41 11 12 13 8 6 11 6 5 7 13 50 36 15 3 8 28 watch online?
Source: GlobalWebIndex
Winter sports 9 11 44 12 14 16 13 9 13 8 17 22 12 9 5 11 20 8 9 16 13 13 9 34 8 25 7 7 13 18 9 24 33 8 7 21 7 13 14 9 Q3 2018 Base: 113,932
Internet Users aged 16-64
Participation in Sports
ENGAGEMENT 10
WITH SPORTS

Most played sports by region

APAC EUROPE LAT AM MEA NORTH AM

Badminton 44% Swimming 26% Soccer 37% Soccer 41% Swimming 32%

Swimming 39% Soccer 21% Swimming 20% Swimming 32% Exercise classes 18%

Cycling 33% Cycling 14% Volleyball 19% Cycling 16% Basketball 17%

Soccer 27% Exercise classes 13% Exercise classes 18% Exercise classes 15% Cycling 14%

Table tennis 26% Table tennis 12% Basketball 16% Tennis 13% Soccer 13%

Globally, 38% of internet users report that the highest figures for consumers who While it’s expected that American football
they are interested in playing sport, with exercise at least 2-3 times per week (52%) - is most popular in North America, it is the
figures rising among 16-34 males. Women indicating that physical activity is likely more eleventh most played sport in this region
are quite active through other forms of oriented toward gyms, running, exercise at only 8% behind golf (12%), soccer
physical exercise – 42% of women exercise classes, etc. (13%), baseball (11%) and volleyball (11%).
at least 2-3 times a week, and a fifth of Swimming (17%) is the most popular
women work out most days of the week. Soccer might be the most popular sport participation sport in the North American
to watch globally, but only a quarter of region, followed by exercise classes (e.g.
Regionally, there are differences in sports internet users say they regularly play it. yoga, zumba, spin; 18%) and basketball
participation, as well. While Europe, APAC, This figure jumps up to approximately (17%).
and MEA are approximately on par with 40% in Latin America and Middle East and
40% of consumers in these markets playing Africa markets. Soccer places third globally,
sport, Latin America overindexes – 1 in 2 with swimming and – perhaps surprisingly
1 in 2 respondents from
respondents from Latin America say they’re – badminton taking the top two spots.
Latin America say they’re
interested in playing sport. In contrast, Badminton is particularly popular in Asia
this figure drops to below 1 in 3 in North Pacific, with a striking 44% of the population
interested in playing sport Question: Which of these
sports/sporting activities
do you regularly play or
America. However, North America boasts actively playing it. take part in?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Sporting Leagues and Competitions TREND IN ACTION ENGAGEMENT 11
WITH SPORTS

The growing shadow

of a European Super League
The only real challenger to soccer are the Olympic Games

The only real challenger to soccer as a top global sport are the Olympic Games,
with both the Summer and Winter competitions claiming a spot in the top three
most-watched sports. Among the soccer leagues/competitions, the FIFA World
Cup has the biggest reach, drawing in over half of internet users around the
world. The UEFA Champions League, Premier League and La Liga also all post
viewership figures between the 20-30% levels.

The NBA also boasts an impressive draw, with approximately 30% of According to documents released by the
respondents in APAC, Latin America and North America following this league. popular German news site Der Spiegel, 11 elite
Basketball is a sport that provides broad appeal across all age ranges in each European teams (and five additional guest teams)
global region, but is particularly popular among 16-34 year-olds. could break off and form their own separate
‘Super League’ by 2021, independent of UEFA.
Although the NBA does well in North America, the sports landscape in this Participants of the Super League could be
region is slightly at odds with the global picture; the NFL holds a 16 point granted much more significant financial rewards if
lead over the NBA. Other home leagues/competitions such as Major League they were allowed to play with the most superior
Baseball outscore global sports events such as the FIFA World Cup. There is clubs in the world on a more regular basis, and
little to suggest that soccer leagues, which perform so well in the other regions, the league would be able to compete with the
are growing in popularity in North America. The UEFA Champions League NFL and NBA for unprecedented television rights
places 18th (9%), Major League Soccer places 21st (8%) and the Premier deals. Despite these advantages for individual
League places 22nd (8%) in terms of their overall viewership figures. teams, there has been considerable opposition
to the idea; UEFA President Aleksander Ceferin
and chairman of the European Club Association
Andrea Agnelli have both claimed recently that a
Super League is “out of the question”.
Sporting Leagues and Competitions
ENGAGEMENT 12
WITH SPORTS

Top 10 most watched leagues around the world

APAC EUROPE LAT AM MEA NORTH AM

1
Non-annualized events tend
to pull in bigger crowds
FIFA World Cup 1
46% FIFA World Cup 1
53% FIFA World Cup 1
72% FIFA World Cup 1
66% Summer Olympics 42%1

2
Figures may be affected by
leagues that are restricted to
Summer Olympics1 36% Summer Olympics1 44% Summer Olympics1 53% UEFA Champions 33% NFL 41% certain markets

Winter Olympics1 24% Winter Olympics1 39% Copa Libertadores 37% Summer Olympics1 31% Winter Olympics1 39%

NBA 20% UEFA Champions 29% Winter Olympics1 30% LaLiga 24% MLB 30%

UEFA Champions 14% UEFA Europa 21% UEFA Champions 28% Premier League 23% FIFA World Cup1 27%

UEFA Euro Campeonato UEFA Euro

ICC World Cup2 13% 20% 22% 22% NBA 25%
Championship Brasileiro Serie A2 Championship

Tour de France 13% Formula 1 17% Formula 1 21% UEFA Europa 21% NHL 20%

Egyptian Premier
Formula 1 12% Wimbledon 16% UEFA Europa 18% 19% College Football 19%
League2

Premier League 12% Tour de France 13% Boxing 18% Winter Olympics1 18% College Basketball 14%

UEFA Euro
Wimbledon 12% Premier League 13% 18% Wimbledon 17% US Open 11%
Championship

Question: Which of these

sporting events/leagues do
you regularly follow or have
an interest in? Which of them
do you watch regularly on
broadcast TV or online?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Sporting League Trends and Growth TREND IN ACTION ENGAGEMENT 13
WITH SPORTS

Examining the different followings of major sports leagues on a global La Liga hoping to bring soccer to the US
scale reveals interesting differences in their fanbases. In the U.S., these
differences are very prominent when comparing the two most popular
leagues – the NFL and the NBA.

The NFL is still followed by more American 16-24 year-olds than the
NBA, but the difference is gradually decreasing, with just a four point
difference between the two leagues. While NFL revenue in 2017 grew by
an estimated $900 million, or roughly 7%, Forbes reports that the most
recent NBA season generated $7.4 billion for teams - a staggering 25%
Market research undertaken by the Spanish league
growth from the year before. This suggests that the NBA is growing more
suggested that, of the 50 million or so committed
than three times as fast as the NFL and will close the gap over the next
soccer fans who regularly watch the sport on TV,
decade. This is especially true when considering the intangibles of the
around 80% were fans of La Liga, with America’s
two sports: the NBA has been propelled by a deep bench of charismatic
significant Hispanic population playing a major
megastars including the Lakers’ Lebron James, the Rockets’ James
part of that. La Liga, forced into action by the
Harden and the Warriors’ Steph Curry. By contrast, the NFL’s biggest
Premier League’s growing global dominance, have
names – including Tom Brady and J.J Watt – arguably tend to be older or
therefore entered a 15-year joint venture with U.S.-
lower key. The NBA also accounts for significantly fewer sporting injuries
based media group Relevent to develop soccer
than the NFL, has been more tolerant of it’s players’ freedom of speech,
in the US and bring an official La Liga match to US
and has much stronger ties to popular culture, especially hip-hop. All
shores. FIFA has opposed the idea in recent weeks,
these factors have combined to create a sport that lends itself to younger
saying that official league matches must be played
demographics, who are looking for sports and sports teams that share
within the territory of the respective country, to
their ideals.
which La Liga have threatened legal action if their
plan is blocked.
There are some sports competitions that tend to be popular across the
globe, and some which have struggled to make an impact beyond a
selected few markets. So, while the Summer and Winter Olympics and
soccer competitions are generally universally popular, tournaments
such as the National Hockey League (4.4%), 6 Nations (1.4%), and World
Rugby Seven Series (3%) have failed to make any serious inroads beyond
their “home” markets.
Women’s Sport
ENGAGEMENT 14
WITH SPORTS

Engagement with
female sporting leagues
APAC EUROPE LAT AM MEA NORTH AM 16–24 25–34 35–44 45–54 55–64 FEMALE MALE

FIFA Women's World Cup 0.93 0.94 1.78 0.73 0.89 0.93 1.04 1.03 0.99 1.04 1.02 0.99

ICC Women's World Cup 1.59 0.11 − 0.93 − 1.48 1.17 0.79 0.53 0.28 0.61 1.34

ICC Women's World Twenty20 1.59 0.11 − 0.93 − 1.48 1.13 0.78 0.52 0.44 0.50 1.44

UEFA Women's Champions League 0.96 1.15 1.60 0.79 0.49 0.89 1.11 1.07 1.00 0.83 0.94 1.05

Women's World Cup 0.27 3.36 0.32 2.53 1.39 0.58 0.72 1.03 1.61 2.11 0.79 1.19

In terms of investment and coverage, female sports remain well Our data suggests there is a market for female sports, particularly
behind male sports, but there are opportunities for smaller and among 16-24 year-olds. Respondents in this age bracket are 1.5x
emerging brands to sponsor women’s sports and make meaningful more likely to have watched or taken an interest in the ICC Women’s
connections with consumers. As more viewers are drawn to women’s World Cup and ICC Women’s World Twenty20. The data also indicates
sports, a growing number of sponsors are stepping up. Research that Latin America is ahead of the curve when it comes to watching
from sports marketing agency Two Circles found attendances for women’s sports; internet users in LatAm are 1.9x more likely to follow
women’s sports in the UK had grown 38% year-on-year since the FIFA Women’s World Cup, and 1.6x more likely to follow the UEFA
2013. This year, for the first time, the number of fans attending elite Women’s Champions League. What is particularly interesting about
women’s sporting events in the UK was set to hit 682,000, a 49% female sports is how the distribution landscape differs to men’s
increase from 2017. Broadcaster Sky reported a peak audience of sports; while men’s sport is still firmly in broadcast TV, women’s sports
1.1 million for the Women’s World Cup cricket final – more than aren’t as easily found on broadcast channels. This means that for
men’s Premier League matches draw on average. women’s sports, consumers are having to go online and use alternative
Question: Which of these
distribution channels – such as social media – to find them. sporting events/leagues do
you regularly follow or have
an interest in? Which of them
do you watch regularly on
broadcast TV or online?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Sport Around the World

Sports Viewing: TV vs. Online

Insight Report 2018

Sports Watched on TV vs. Online
SPORTS VIEWING: 16
TV VS ONLINE

Top 3 sports watched on TV and online

APAC EUROPE LAT AM MEA NORTH AM

46% 37% 54% 27% 71% 39% 64% 44% 45% 17%

26% 24% 22% 10% 28% 15% 25% 14% 34% 14%

24% 19% 19% 10% 27% 14% 23% 14% 31% 13%

Soccer Basketball Swimming Tennis Motor sports Volleyball Martial arts American football

In a fragmented media landscape, live sport that they are spending notably less
remains one of the only types of content time watching broadcast TV than older
which viewers will make an appointment to consumers. At present, though, broadcast If we focus on the
watch. There’s an excitement about watching TV reigns strong. Internet users on average youngest consumers, Gen
sports live with friends on a big TV screen, spend 42 minutes more watching broadcast Z, they’re spending less
while keeping up with commentary and TV compared to online TV, and on average time watching broadcast
analysis on the second-screen. But with the digital consumers are watching two more TV than older consumers
phenomenon of “cord-cutting” garnering sports on TV vs. online.
more media attention, and there being an
increasing opportunity to catch up with The age trends are quite striking: 25-34 year-
games via social media platforms such as olds are watching nearly three sports online,
Facebook and Twitter, is there a potential for compared to 55-64 year-olds who watch
sports viewing habits to change significantly? one. For 16 to 24 year olds, the difference
between the number of sports watched on
There’s no doubting that TV behaviors have TV and online is gradually shrinking; this
changed and are continuing to change; age group watches 2.5 sports online and 3 Question: Which of the
following sports/activities
time spent watching online TV continues sports on TV. watch on TV or watch online?
to increase and focusing on the youngest Source: GlobalWebIndex
Q3 2018 Base: 113,932
generation of consumers, Gen Z, reveals Internet Users aged 16-64
Sports Watched on TV and Online
SPORTS VIEWING: 17
TV VS ONLINE

The gap between sports watched on TV versus online is more for separate subscriptions from traditional broadcasters and digital
pronounced in some regions than others. For example, respondents subscription services, or face missing out on some of the sports
in Europe, Latin America and North America watch roughly double action. Looking ahead, if the increasing presence of tech companies
the amount of sports on broadcast TV that they watch online. In the in sports broadcasting does prove successful, major leagues may
Asia Pacific and Middle East/Africa regions, the ratio is much more look to bring in more incumbent online distribution platforms into
balanced – internet users in APAC are watching nearly the same the mix. This success could also place a higher value on broadcast
number of sports, on average, across both media. packages, even if it means more subscriptions for consumers to keep
up with every event.
Landmark deals between technology brands and major sports
competitions have helped unshackle sports distribution from free-
to-air TV broadcasters and subscription broadcast TV services. The move to online sports has enabled
The likes of Amazon, Facebook and Twitter are among the few previously less dominant sports to reach a far
digital disruptors with pockets deep enough to meet the high
greater crowd
costs attached to live sports distribution. A fragmented landscape
means sports fans are now faced with the choice of paying more

Average number of sports watched: online vs. on TV

Question: Which of the

following sports/activities
watch on TV or watch online?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Online Sports Viewing by Device
SPORTS VIEWING: 18
TV VS ONLINE

There’s no doubt that TV trumps other devices when it comes to Online sports viewing by device
sport, but modes and habits of consumption are shifting. People
are still watching sport, but they’re streaming it on laptops, mobiles
and tablets, and are multi-screening – catching highlights on
social media and augmenting their viewing through on-demand
channels.

In fact, 56% of internet users globally watch sports coverage or

highlights online across various devices each month. And the multi-
device approach is particularly apparent: 32% watch highlights on
their laptop and 35% on their mobile – with a crossover between
the two. It’s natural that PCs/laptops are an important go-to for
sports coverage and highlights given their larger screen sizes and
greater picture clarity, but with the on-the-go and on-demand
access that mobiles offer, watching highlights on mobile has never
been easier. Through their mobiles, sports fans are choosing to
keep up with scores and highlights whenever and wherever they
please – whether that’s checking Twitter for the latest scores and
commentary, or watching the best moments of the game on a
sports broadcasters’ website. In two regions – APAC and MEA –
sports viewing on mobile has actually overtaken PCs/laptops, and
the other regions are not far behind.

Tablets have made much less of an impact in this space. Whether

for reasons of cost, interest, or just general need, tablets have failed
to reach the ownership heights that many predicted. Although the
larger screens of tablets make them well suited for TV viewing, the
increasing size of mobile screens means there’s little need for a
larger, less portable device. Question: In the past month,
which of the following things
have you done on the internet
via any device?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Second Screening
SPORTS VIEWING: 19
TV VS ONLINE

Second screening devices

Another challenge to traditional TV sets

is the second screen, with broadcast
viewers not paying as close attention
during scheduled programming. Whether
it’s looking to see what friends are saying
about a game, what pundits are predicting,
or placing a bet on the match, the second
screen has a big role to play in sports.

90% of sports fans say they use another

device as they watch TV, with mobiles as
the clear preferred option for doing so
(79%). This is largely due to the number
that are social networking as they watch
TV. When we ask sports fans what they
tend to do on the second screen, over half
cite using social media and chatting to
friends as their top activities – a finding
that is consistent across all world regions
apart from North America. Sports fans in
North America are most likely to say they
read their emails whilst second-screening.
Evidently, most sports fans are looking
to connect with other fans and check out
friends’ reactions to matches in real time.
Question: In the past month,
which of the following things
have you done on the internet
via any device?
Source: GlobalWebIndex
Q3 2018 Base: 39,126 Sports
Fans
Second Screening
SPORTS VIEWING: 20
TV VS ONLINE

Second screening activities | By region Second screening activities | 16-24s

APAC EUROPE LAT AM MEA NORTH AM IDX

Chat to/message friends 55% 43% 59% 51% 41% Chat to/message friends 59% 1.29

Use social media 51% 45% 67% 56% 50% Use social media 58% 1.31

Read my emails 37% 43% 47% 40% 53% Read my emails 43% 1.41

Twitter has a major opportunity to take recently tweeted about a sports event the average internet user (Index 1.19),
advantage of the second-screening or match they were watching in the last it’s still only 3 in 10 that do so, and
phenomenon for sports. Live-tweeting month, so the desire to be part of the this figure can drop as low as 19% in
and reactions from sports broadcasters conversation is obvious. the Middle East and Africa. The key
and journalists mean that Twitter is a for brands is to generate engaging
natural go-to for live sports commentary Second-screening could one day create content related to the big screen, and
and updates. Over 1 in 4 sports fans more opportunities for advertisers, but create the right conversations that
have engaged with or contributed that’s not to say that watchers of sports will be appreciated by sports viewers
to Twitter in the past month via any will necessarily be receptive to ads or – without getting in the way of the
device, making them 23% more likely looking for products to buy during a commentary and news they’re after.
than the typical internet user. Sports big game. While they’re more likely to
fans are also 83% more likely to have be looking for products to buy than

Question: In the past month,

which of the following things
have you done on the internet
via any device?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Sport Around the World

The Relationship Between

Sports & Social Media

Insight Report 2018

Watching Sports on Social Media
BETWEEN 22
SPORTS & SOCIAL

Where sport ranks among main reasons for using social media

Sports broadcasts have been among the first to jump on the social streaming bandwagon.
The sports industry, in particular, has had to become less reliant on millions paying to watch it
on the big TV screen, and instead offers fans other ways to keep up with the action – namely
by providing content and highlights across social media. This is particularly important in trying Question: What are your main
reasons for using social media?
to reach younger sports fans. Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Watching Sports on Social Media
BETWEEN 23
SPORTS & SOCIAL

Demographics of those following sports on social media

Last year, Facebook began streaming various sports on the social In the near future, consumers will probably just pick from a range
media site, including MLB and college football games. This spring, the of over the top (OTT) services rather than pay for sports they don’t
social media giant began a partnership with Fox Sports to broadcast want. All four major US sports leagues have such a platform, while
one BIG3 basketball game every Friday for the rest of the summer. the Football League in the UK also has ambitious plans alongside its
Even more recently, Facebook gained the rights for the English Premier more conventional deals with Sky Sports.
League in several Southeast Asian countries and Spanish La Liga rights
in India, outbidding BeIn Sports and Fox Sports. YouTube have also Just under a fifth of digital consumers say they use social media to
been aggressive in leading the cord-cutting movement; BT Sport watch or follow sports events, rising to nearly two-fifths if we focus on
once again live-streamed both the UEFA Europa League and UEFA sports fans. 16-34 year-olds are the most enthusiastic about using social
Champions League finals live on the platform. networks for this purpose, and men are considerably ahead of women.

Question: What are your main

reasons for using social media?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Following Sports Stars
BETWEEN 24
SPORTS & SOCIAL

% of internet users who follow sports stars on social media

As well as a place for watching sports,

social media has emerged as a way of
keeping up with favorite celebrities –
including sports stars. Globally, over
a fifth of internet consumers follow
sports stars, and this rises to 40%
among sports fans.

There’s fairly wide variation across the demographic groups. In At present, 18% of sports fans say they find out about new brands
particular we see that age has a strong impact across all regions: 16-34 or products via celebrity endorsements, making them 24% more
year-olds are roughly 3x as likely as their 55-64 year old counterparts likely to do so than the average internet user. The differences by
to be following sports stars – the result of younger internet users age that make this form of brand promotion particularly appealing;
being more frequent social networkers. This disparity is seen in all over a fifth of 16-34 year-olds are impacted by influencer marketing.
regions apart from the Middle East and Africa, where 55-64 year-olds
here are 85% more likely to follow sport stars on social media than Question: Who do you follow
on social media?
other 55-64 internet users. Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Sport Around the World

Sports Brands & Commerce

Insight Report 2018

Sports Clothing and Sports Brands
SPORTS BRANDS 26
& COMMERCE

Sports clothing purchased in the last month

figure drops to 7% in the MEA.

AGE
What is consistent across all
regions, however, is that Nike and
Adidas are in a league of their
own, taking the top two spots in
each region.

The third most popular sports

brand isn’t as clearcut, and differs
from region to region: New
Balance in APAC, Puma in Europe
and the Middle East and Africa,
Converse in Latin America, and
Under Armour in North America.

INCOME GROUP Globally, 14% of internet users have bought sports clothing or
equipment in the last month, though this rises to 22% when we focus
on sports fans. Across the age groups, over a fifth of all internet
consumers between 16 and 44 have purchased sports clothing or
equipment in the past month. The income-based differences are
perhaps the most interesting here, with as many as 1 in 4 from the top
quartile purchasing sports clothing or equipment in the past month.
Question: Which of these
Regionally, there are also quite stark differences in purchasing products have you or your
household purchased in the
sports equipment. While a quarter of respondents in the APAC last month? Which of these
items did you purchase online?
region say they have bought sports clothing in the past month, this Which of these items did
you research online before
purchasing?
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Sports Clothing and Sports Brands TREND IN ACTION SPORTS BRANDS 27
& COMMERCE

Sports clothing/equipment purchased in the last month by sports brand Real Madrid deal with Adidas

Spanish soccer giant Real Madrid is set to sign

off on a record ten-year $1.25 billion renewal
with German sportswear brand Adidas. The
agreement, which would run from 2020 until
2030 and represent the most expensive kit
deal in soccer, would see Adidas pay more
than double the annual $60 million it commits
under its current contract with the La Liga club.
If confirmed, the deal would see Real Madrid
surpass Barcelona’s kit deal with US sportswear
giant Nike, which pays the La Liga champions
only $95 million each year. The deal would also Question: Which of these
products have you or your
provide a major boost to Madrid’s finances at a household purchased in the
last month? Which of these
time when the club is trying to find ways to fund items did you purchase online?
a multi-million redevelopment of its Santiago Which of these items did
you research online before
Bernabéu stadium. purchasing? // Have you
bought products from any
of these sports brands? This
could include clothing, shoes,
sporting equipment or any
other accessories.
Source: GlobalWebIndex
Q3 2018 Base: 113,932
Internet Users aged 16-64
Most Popular Sports Teams Around the World
SPORTS BRANDS 28
& COMMERCE

Football | Any interest

APAC EUROPE LAT AM MEA NORTH AM

Real Madrid 26% Real Madrid 19% FC Barcelona 42% Liverpool 41% Manchester United 10%

Manchester United 25% FC Barcelona 18% Real Madrid 41% Real Madrid 35% Real Madrid 8%

FC Barcelona 22% Juventus 16% Juventus 31% FC Barcelona 32% FC Barcelona 7%

Basketball | Most followed

APAC EUROPE LAT AM MEA NORTH AM

Houston Rockets 16% Los Angeles Lakers 5% Chicago Bulls 10% Los Angeles Lakers 5% Golden State Warriors 6%

Los Angeles Lakers 14% Chicago Bulls 4% Los Angeles Lakers 10% Golden State Warriors 4% Los Angeles Lakers 6%

Golden State Warriors 12% Golden State Warriors 3% Golden State Warriors 5% LA Clippers 3% Boston Celtics 5%

American football | Most followed

APAC EUROPE LAT AM MEA NORTH AM

New York Giants 2% New York Jets 2% New England Patriots 5% Los Angeles Rams 7% New England Patriots 7%

Question: Do you support,

New England Patriots 2% New England Patriots 1% Dallas Cowboys 5% Los Angeles Chargers 4% Dallas Cowboys 7% follow or have an interest in any
of these teams?
Source: GlobalWebIndex
Miami Dolphins 2% Miami Dolphins 1% Denver Broncos 3% New York Jets 4% Green Bay Packers 5% Q3 2018 Base: 113,932
Internet Users aged 16-64
Case Studies in Sports Sponsorship Around the World
SPORTS BRANDS 29
& COMMERCE

A-B InBev and the NBA

Sport has gone from a passive spectator sport to a participative one – fans want to be closer to the action, to the athletes and
to see the most revealing camera angles. Sponsoring a sports property can be one way to appeal to fans in this way and an
deepen relationships far beyond a logo impression; it can provide fans with access to players, managers and behind-the-
scenes action. It’s led to some great successes for some brands, and we explore a few of these partnerships here.

A-B InBev is one of the NBA’s longest standing partnerships, and the company now uses two brands – Bud Light and
Budweiser – in NBA activations. 2015’s renewal of the deal saw the production of digital videos hosted on NBA-owned
platforms and shared on A-B InBev properties, as well as enhanced packaging rights which allow it to feature NBA and
team logos on cans, bottles, and in campaigns. AB inBev has struck new deals recently with the players unions of the NBA
to use players in its marketing campaigns. This deal has likely been aided by the fact that the union last year took back
control of sponsorship negotiations involving collective image rights. A-B inBev have also hit the headlines for rolling out
a new sponsorship model, built on incentives for performance on the field or pitch, as well as off of it. Every A-B inBev
sponsor deal going forward, whether with a team or a league, will include a base compensation amount, plus metrics that
trigger larger investments by the company.

This long relationship seems to have had an impact on NBA Fans’ beer/lager preferences. When we ask them which brands
they drink each month, it’s Budweiser that comes out top. 21% of fans are drinking the brand on a monthly basis, giving it a
seven point lead over second-placed Heineken. It’s also promising that Bud Light makes the top five brands, with NBA fans
being 1.87x more likely to have drunk Bed Light in the last month. Question: When did you last
drink these alcohol brands?
Source: GlobalWebIndex
Q3 2018 Base: 14,830 NBA
Fans
Case Studies in Sports Sponsorship Around the World
SPORTS BRANDS 30
& COMMERCE

Chevrolet and Manchester United

Manchester United are consistently named as There’s potential, however, for Chevrolet to make
the top club in Europe’s top leagues in terms of more of an impact among Manchester United fans.
sponsorship revenue, generating $309 million Among this group, the car brand comes seventh
per year from 68 commercial deals. United’s in terms of current ownership, and just sixth for
shirt sponsor deal with Chevrolet is the car brand advocacy. Since Manchester United fans are
brand’s only soccer deal – yet the $69 million 42% more likely than the average internet user to
per-year agreement leaves the brand seventh in be planning to buy a car in the next 3-6 months,
the list of biggest brand investments in sports having a better brand-consumer relationship with
sponsorship deals. these fans is paramount for the car brand.

Current ownership

Planning to purchase
Question: Which of these
products have you or your
household purchased in the
last 3-6 months? Which of
these items did you purchase
online? Which of these items
did you research online before
purchasing? Which of these
items are you/your household
thinking about purchasing in
the next 3-6 months?
Source: GlobalWebIndex
Q3 2018 Base: 5593
Manchester United Fans
Notes on Methodology 31

All figures in this report are drawn OUR QUOTAS MOBILE SURVEY RESPONDENTS GLOBALWEBINDEX SAMPLE SIZE BY MARKET
from GlobalWebIndex’s online
To ensure that our research is From Q1 2017 on, GlobalWebIndex This report draws insights from GlobalWebIndex’s Q3 2018 wave of research
research among internet users aged
reflective of the online population has offered our Core survey on across 40 countries, with a global sample of 93,803 respondents
16-64. Please note that we only
in each market, we set appropriate mobile. This allows us to survey
interview respondents aged 16-64
quotas on age, gender and education internet users who prefer using a TOTAL TOTAL
and our figures are representative
– meaning that we interview mobile or are mobile-only (who use Argentina 1559 Netherlands 1279
of the online populations of each
representative numbers of men vs a mobile to get online but do not
market, not its total population. Australia 2282 New Zealand 1275
women, of 16-24s, 25-34s, 35-44s, use or own any other device). Mobile
45-54s and 55-64s, and of people respondents complete a shorter Austria 1280 Philippines 1577
OUR RESEARCH with secondary vs tertiary education. version of our Core survey, answering
Belgium 1266 Poland 1816
To do this, we conduct research across 50 questions, all carefully adapted to
Each year, GlobalWebIndex interviews Brazil 2345 Portugal 1284
a range of international and national be compatible with mobile screens.
over 400,000 internet users aged
sources, including the World Bank, Canada 2268 Russia 2279
16-64. Respondents complete an
the ITU, the International Labour Please note that the sample sizes
online questionnaire that asks them China 15361 Saudi Arabia 1487
Organization, the CIA Factbook, presented in the charts throughout
a wide range of questions about their Colombia 1301 Singapore 2496
Eurostat, the US Bureau of Labor this report may differ as some will
lives, lifestyles and digital behaviors.
Statistics as well as a range of national include both mobile and PC/laptop/ Denmark 1334 South Africa 1528
We source these respondents
statistics sources, government tablet respondents and others
in partnership with a number of Egypt 1771 South Korea 1270
departments and other credible and will include only respondents who
industry-leading panel providers.
robust third-party sources. completed GlobalWebIndex’s Core France 3323 Spain 2784
Each respondent who takes a
survey via PC/laptop/tablet. For Germany 2846 Sweden 1274
GlobalWebIndex survey is assigned
This research is also used to calculate more details on our methodology
a unique and persistent identifier Hong Kong 1766 Switzerland 1261
the “weight” of each respondent; for mobile surveys and the questions
regardless of the site/panel to which
that is, approximately how many asked to mobile respondents, please India 4138 Taiwan 1796
they belong and no respondent can
people (of the same gender, age download this document. Indonesia 1788 Thailand 1538
participate in our survey more than
and educational attainment) are
once a year (with the exception of Ireland 1247 Turkey 1577
represented by their responses.
internet users in Egypt, Saudi Arabia
Italy 2807 UAE 1768
and the UAE, where respondents are
allowed to complete the survey at Japan 1804 UK 7709

6-month intervals). Malaysia 1556 USA 15637

Mexico 2605 Vietnam 1618

Notes on Methodology: Internet Penetration Rates 32

ACROSS GLOBALWEBINDEX’S MARKETS Internet Penetration Rates

GlobalWebIndex’s forecasts for 2018 based on 2016 ITU data
GlobalWebIndex’s research focuses exclusively This table provides GlobalWebIndex forecasts
on the internet population and because internet on internet penetration (defined as the
Argentina 77.1% Ireland 84.0% Saudi Arabia 81.3%
penetration rates can vary significantly between number of internet users per 100 people) in
countries (from a high of 90%+ in parts of 2018. This forecasted data is based upon the Australia 90.4% Italy 62.1% Singapore 84.2%
Europe to lows of c.20% in parts of APAC), the latest internet penetration estimates from the
Austria 86.3% Japan 95.8% South Africa 60.9%
nature of our samples is impacted accordingly. International Telecommunication Union (ITU)
for each market that GlobalWebIndex conducts Belgium 89.0% Kenya 37.9% South Korea 94.5%

Where a market has a high internet penetration online research in.

Brazil 65.9% Malaysia 81.2% Spain 85.2%
rate, its online population will be relatively
similar to its total population and hence we will GLOBALWEBINDEX VERSUS ITU FIGURES Canada 92.3% Mexico 69.5% Sweden 89.0%
see good representation across all age, gender
As GlobalWebIndex’s Core Research is China 58.4% Morocco 59.4% Switzerland 90.6%
and education breaks. This is typically the case
conducted among 16-64 year-olds, we
across North America, Western Europe and parts Egypt 45.2% Netherlands 90.4% Taiwan 81.1%
supplement the internet penetration forecasts
of Asia Pacific such as Japan, Australia and New
for a country’s total population (reproduced France 87.5% New Zealand 91.6% Thailand 57.8%
Zealand. Where a market has a medium to low
above) with internet penetration forecasts for
internet penetration, its online population can Germany 91.9% Nigeria 32.5% Turkey 64.2%
16-64s specifically.
be very different to its total population; broadly
Ghana 45.6% Philippines 60.8% UAE 93.4%
speaking, the lower the country’s overall internet
penetration rate, the more likely it is that its Forecasts for 16-64s will be higher than our
Hong Kong 91.8% Poland 76.6% UK 96.1%
internet users will be young, urban, affluent and forecasts for total population, since 16-64s
are the most likely age groups to be using the India 40.1% Portugal 75.1% USA 79.0%
educated. This is the case throughout much of
LatAm, MEA and Asia Pacific. internet.
Indonesia 32.7% Russia 81.3% Vietnam 51.2%
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 Nisa Bayindir Duncan Kavanagh
Director of Global Insights Insights Analyst & Writer

nisa@globalwebindex.com duncan@globalwebindex.com

www.globalwebindex.com
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