The pressure of being a superstar athlete

Kudos to Simone Biles for prioritising her mental health over simply "pushing through" and performing because that's what everyone expects her to do. It really does feel like things have changed recently, with top athletes being more open about the pressures of doing what they do. None of us can really imagine what it's like … Continue reading The pressure of being a superstar athlete

Are young people more concerned about social responsibility?

On the back of the Ronaldo/Coca-Cola issue this week, and also NZ Rugby/Ineos, I've seen quite a lot of chat about how sport needs to adapt to a "Gen Z" or "Millennial" audience that is increasingly concerned about environmental issues and social responsibility. Thought I'd check out the data on this. I've broken the 16-24s … Continue reading Are young people more concerned about social responsibility?

Anatomy of a European football fan

With Euro 2020 almost upon us, I wanted to take a look at the demographics, interests, brand and media preferences of football fans from across the continent. I've used GWI data to paint a picture of football fans from England, Scotland, Wales, Germany, Spain, Italy, the Netherlands, Poland, Portugal, Russia and Turkey. Here are some … Continue reading Anatomy of a European football fan

ESL and the ‘fans of the future’

So the proposed European Super League has caused quite a stir. I’m not sure I’ve ever seen a proposal be met with such universal disapproval from fans, media, NGBs, federations and governments. Putting aside the general debate on whether this is good for the game as a whole (I don’t think it is), does the … Continue reading ESL and the ‘fans of the future’

Can it be true that only 26% of UK sports fans are female?

YouGov Sport put out some nice research the other day, looking at sports fans across various European markets. One of the most startling pieces of data is that only 26% of sports fans in the UK are female - a much lower figure than any other country in Europe, where it's at least 40%. Can this … Continue reading Can it be true that only 26% of UK sports fans are female?

UK adults spend large on having fun

An interesting report from Mintel in the news this morning, revealing that "fun-loving Britons are expected to spend £129 billion on leisure activities this year, a 17% increase on five years ago, with activities such as trampolining and outdoor assault courses seeing a surge in interest from adults". This contrasts with a 17% decline in … Continue reading UK adults spend large on having fun