A big part of how I work with clients in sport is to help them gain a deeper understanding of their audience through data, leading to insights that provide the foundation for building a marketing and engagement strategy.

One of the most useful external data sources I use is Global Web Index, a quarterly online consumer survey that covers 46 of the biggest markets around the world.

Using the most recent two waves of GWI data, I’ve put together a snapshot of the UK sports audience – looking at people with an interest in watching and playing sport.

It covers demographics, attitudes, media use, brand and purchasing behaviour, as well as showing how many people watch or play the main sports in the UK.

The report is free to download here, and I hope you find it useful.

Something like this can only ever be a snapshot, and the real insights obviously come from digging deeper in to the data for a specific audience. If you’d like to explore that, please drop a message to

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