The 2026 Sports Marketing Guide
An audience intelligence resource designed to help corporate brands make smarter, more targeted decisions about sports sponsorship and marketing investment. The data in this guide enables like-for-like comparisons across properties, surfaces niche audiences, and grounds investment decisions in observed consumer behavior rather than assumed cultural prestige.
Authors
Nick Laughlin
VP, Content
The report is structured around three core questions:
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Which sports properties hold the greatest reach and purchasing influence among U.S. adults?
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Who, specifically, are the fans of each league — and how do they differ from the general population across demographics, psychographics, and consumer behaviors
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Where are these fans most reachable?
Drawing on daily survey data from Morning Consult Intelligence, the report profiles the fan bases of more than a dozen major U.S. and global sports properties.