YouGov Sport

Our YouGov Sport team was proud to work with parkrun and Run Communications UK on important research highlighting support for parkrun being prescribed by GPs to build a healthier United Kingdom. Read on to dig into more of the data we uncovered that will provide critical guidance for the future impact of parkrun programming in the UK: https://lnkd.in/egVurkvD

If you heard the buzz around NHL's new 4 Nations Face-Off last month, you weren't alone! The debut tournament not only generated chatter about the league, but also drove strong positive impression among the entire US population. YouGov BrandIndex daily data shows the bump the National Hockey League (NHL) received in positive impression: the metric jumped to a season-high score of 29.9 on February 19, leading into the thrilling overtime Final between USA and Canada. Importantly, the tournament brought a new level of excitement to this point in the NHL season, driving a 17% increase in positive impression vs. the same time the previous year. #nhl #4nations

The buzz around NHL's 4 Nations Face-Off wasn't just limited to on-ice action - the newsworthiness of the booing of both the American and Canadian national anthems also grabbed headlines during the tournament. YouGov asked Americans their perspective on booing another country's national anthem, and it turns out 5% of Americans have actually done so. US adults are largely intolerant of such behavior, with only 14% finding this booing acceptable. Males are nearly twice as likely as females to be supporting of this, and Democrats are the political party most accepting. Interestingly, booing is slightly more acceptable to Americans vs. changing the lyrics of an anthem for political reasons, approved by only 12% of US adults.

As we head into the big MLS is Back weekend, we took at look at the past five years of YouGov Sport daily BrandIndex data to see how preseason buzz for Major League Soccer compares to previous years. Based on the data, this is poised to be the league's biggest start yet, with net buzz already nearly 50% higher vs. this time last year, and more than 3X where the league was just four years ago. We'll be tuning in to see the action unfold on Saturday & Sunday!

To most global sport fans, the notion of not having player names on the back of jerseys seems unfathomable. But in the Australian NRL, this location remains a prime location for sponsor branding (according to YouGov Sport media exposure data, equivalent to upwards of $9MM AUD per club based on dedicated TV exposure alone). With the possibility of changing to player names on the jersey backs recently floated by NRL's CEO, we asked Australian fans their opinions on this change. The results are overwhelmingly clear: NRL fans would gladly welcome this change. Dive into this article written by our own Max Wright for insightful analysis on just how positive an impact player names on jerseys would have - from better recognition of individual players among female fans to more jersey purchases among younger fans, the data is clear that this change would be a big win with consumers! https://lnkd.in/eX45JDvE

🏈 🏆 Which Super Bowl ads had the most impact on consumers? Following yesterday's insightful webinar revealing this year's results live, YouGov’s 2025 Super Bowl advertising report is now available for *free* to everyone. The report explores the ads that made the most out of their 30-second commercial spot during the Super Bowl. 👉 Download the report to see which brand claimed the top spot: https://okt.to/H0qEGY

Looking to reach young fans by sponsoring a sport they're passionate about? If you're a brand active in India, Australia, or the UK, take a peek at cricket! Our latest article by YouGov Sport's Sarah Melville features several compelling data points on cricket fans' positive affinity to sponsorship of the sport, especially among Gen Z / Zennials. It also examines the divergent consumption patterns of this audience by market, emphasizing the need for a tailor-made approach to activation content. 🏏 ➡️ Read on for more!: https://lnkd.in/eCMnYyNE

Join our Global Head of Sport Nicole Pike and our clients from the Detroit Pistons and Dallas Cowboys as they discuss optimizing data for strategy at one of the premier annual US sport business conferences, The National Sports Forum. Hope to see you there!

We're proud to put trustworthy data behind the takeaway perfectly stated by James Louter - "Cycle Racing Drives Positive Economic Impact." We love when clients like British Cycling invest in proving their value and impact accurately!

Back by popular demand, our YouGov Sport annual Buzz Report makes its return for 2025! Leveraging our industry-leading YouGov BrandIndex data, we dive into which sport properties generated the best consumer buzz around the world in this *free* report. Don't see your property's data in the report? Message us to get more details on the full lists. 🌎 👉 See what’s taking the top spots https://okt.to/iIjZkA