YouGov Data Tools

Our global panel and daily data stream enable a suite of proprietary tools that are transforming the sports industry.



The ultimate planning and profiling tools to help you understand your fans or target audience and how to reach them.

YouGov Profiles
A sophisticated online platform offering interactive access to the unrivalled depth of the world’s largest integrated consumer data library.

YouGov Global Fan Profiles
Drawing from SportsIndex, BrandIndex and Profiles, Global Fan Profiles provides a high-level view of the sporting world, with interactive profiling of consumer ‘fandoms’ across the globe at any one point in time.


Sports properties are some of the most significant brands in the world. We track public perception of the world’s biggest brands, leagues, and events – every day.

YouGov BrandIndex
Unique solution tracking thousands of brands daily on 16 industry-standard metrics across 40+ product sectors in 38 markets.

YouGov SportsIndex
SportsIndex operates in 34 markets across the world, tracking 200 key domestic and international properties across 30 sports. 16 brand-style metrics track the health of the world’s leading sports properties.

SYNDICATED · Specialist Trackers

Our specialist trackers support the sport and travel industries with daily detail on public perception across the metrics that matter.

YouGov FootballIndex
More granular data for the football sector is provided by this daily tracker of the brand health and ‘fan funnel’ of the  world’s top football clubs, leagues and events. Always on, always up-to-date.

YouGov TeamIndex
TeamIndex tracks public perception of every team in the world’s biggest sports leagues, allowing clients to compete off the pitch, as well as on it.

YouGov DestinationIndex
The tool of choice for tourism boards and CVBs. Every major travel destination is a brand and must know how they are perceived by would-be visitors.  DestinationIndex tracks this perception on all metrics across all market segments – every day.

YouGov EventIndex
The world’s major sport and entertainment events are in constant competition for ticket-buyers, sponsors, viewers and rights fees. Their brand is their product and EventIndex is our finger on the pulse. As Buzz subsides post event, does Reputation hold strong?


It’s not enough to see WHAT is happening to your brand. You also need to understand WHY it’s happening.

Our connected tools allow you to do just that. Because our data comes from a single, unified source – our 9-million-strong panel, each one identifiable and re-targetable by us – you can re-connect with a specific segment for deeper insight, while continuing to track the views of the wider market.

Because our data and tools are connected, we give you the answers, not just the clues.

Use our connected data and start to reveal insights in three dimensions, not just two.

Follow up among your chosen cohort with custom questions, unpick their attitudes and behaviours and even trial business executions on them – before continuing to track their views over time.

Blend and merge your custom metrics with our standard syndicated measures – even your own databases.

Track longer-term behaviours but also understand the short-term decisions and attitude changes which are feeding into them with laser-like precision.

Traditional, static data used to be part of the answer. Our connected tools make them part of history.