The 2025 Sports Marketing Guide
This report, which focuses on sports fandom at the professional level, offers insights into how brands can tie their messaging to the enthusiasm around athletics and use this prevailing mood to inform resonant styles, products and content. After all, the goal of most brand marketing is cultural relevance, and right now, sports and athletes are about as culturally relevant as it gets.
Author
Ellyn Briggs
Senior Brands Analyst, Morning Consult
What You'll Learn
The State of Sports Fandom
Sports and Media
Sports in the Real World
Behind the Data
The research featured throughout this report draws from multiple sources:
1. A survey fielded December 16-19, 2024 among a representative sample of 2,202 U.S. adults. This includes 1,052 U.S. adults who identify as “avid” fans of at least one of 12 tested professional sports leagues (men’s or women’s) and 315 U.S. adults who identify as “avid” fans of at least one of six tested women’s professional sports leagues. The unweighted margins of error are +/- 2, +/-3 and +/-6 percentage points, respectively.
2. Morning Consult Intelligence, a platform that helps you understand your audience, brand, competitors and market in a way traditional research companies can’t. The surveys that make up this dataset were conducted between January 2023 and December 2024.
Confident decisions start with the right signal.
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