In a nutshell.
After being grounded to a halt in the wake of the pandemic, sport has staged a remarkable comeback; evolving into a bigger and more captivating spectacle with fans. Ultimately today, sport means more to more. Through extensive research and investigation, this report explores the key pillars underpinning Australia’s increased sport fandom and engagement; offering a unique and invaluable lens on where to play and how to win.
If nothing else, three things to fuel your growth.
- Leverage the growing diversity in sports fandom by engaging with emerging sports that are gaining popularity, tapping into new and niche markets.
- Explore and innovate in the various formats of sports consumption to offer more engaging ways for fans to connect with sports content.
- Target the rising segment of non-traditional sports fans, who represent a fast-growing audience, by understanding and catering to their unique preferences and behaviors.
Some additional food for thought…
- Sport makes us who we are. More Australians say Sport is a key factor in shaping their personal identity than their ethnicity, religion or social views.
- Non-traditional sports audiences are driving sport engagement; with women, under 35’s and culturally & linguistically diverse audiences outpacing the crowd.
- Sport is more than just the game. Around a third of sports fans consume more behind the scenes than on-field content throughout the week.
