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A collection of our executive blogs and other insights to feed your hunger for strategic data and analysis.
How big of a stadium crowd are consumers comfortable with?
BLOG | by YouGov Sport ... Just as sports venue closures in March 2020 marked the epoch of COVID-19 for many, venue openings around the world are signaling a return to pre-pandemic life.
How UK football fans feel about shorter matches, sin bins, and other potential rule changes
BLOG | by YouGov Sport ... FIFA plans to test out a quintet of rule changes, some of which would substantially alter the game of football should they be implemented across the sport. New YouGov polling suggests that while some of these changes may be welcomed by British football fans, others may just push fans’ tolerance for messing with the beautiful game.
Three in ten Americans who aren’t interested in sport will tune into the Olympics
BLOG | by YouGov Sport ... The Tokyo Olympics is right around the corner - finally. Yet conditions remain challenging in Japan, with organisers this month deciding to bar fans from attendance. But a YouGov Direct study reveals that interest in the event remains high in the United States.
Europeans think it’s safe to have crowds at sports events, but not at full capacity
BLOG | by YouGov Sport ... On the back of a widespread vaccination drive in Europe, crowds have returned to sporting events across the continent, albeit not always at grounds’ full capacity. YouGov dives into the data to understand consumer attitudes towards these changes, to ask – are people ready to go back?
A look at the sponsors that have made the biggest impact during Euro 2020
BLOG | by YouGov Sport ... While we’re still some way from knowing which nation will win Euro 2020, at YouGov we already have a clear idea of which advertisers are using the tournament to good effect. That’s because we’ve looked at some of the major brands sponsoring the Euros to see which are enjoying the most cut-through with consumers, using our Ad Awareness metric.
NBA Playoffs generate pre-pandemic levels of Buzz
BLOG | by YouGov Sport ... It’s yet another sign things are returning to normal in the United States. The start of the 2021 NBA Playoffs generated the same amount of Buzz as it did during the pre-pandemic 2019 elimination tournament, signaling an improvement over the rescheduled playoffs last year.
Tour de France 2021 witnesses spike in viewership intentions
BLOG | by YouGov Sport ... Following the 2020 edition, which was moved to August-September on account of the COVID-19 outbreak, the Tour de France is set to return to its regular window this year. The iconic cycling event will start on June 26, and new data suggests it might be received more widely by fans across the world as a result.
European football’s biggest Buzz movers for June 2021
BLOG | by YouGov Sport ... Opinion of some of the football clubs involved in the ill-received European Super League proposal has started to rebound following a dramatic drop in Buzz scores earlier in the year, YouGov Sport data shows.
What’s stopping consumers from watching women’s sports? Lack of coverage, not caliber of play
BLOG | by YouGov Sport ... For most people around the world, the reasons they don’t currently engage in women’s sport are related to its lower overall profile, rather than the game or sport itself or how it’s played relative to men’s versions. That’s according to data collected by YouGov in 13 global markets.
Euro 2020: How do fans expect to do in the competition, and what do they make of new rules?
BLOG | by YouGov Sport ... With the first kick-off of the much-anticipated Euro 2020 mere hours away, YouGov asked football fans across Europe how well they think their home team will do, as well as what they make of the new rules added by UEFA.
Which of UK’s football clubs are generating most Buzz?
BLOG | by YouGov Sport ... As the English football season draws to a close, it's a good time to look at how the season’s top on-field performing clubs are scoring off the field in terms of consumer perceptions. We looked at perceptions of a handful of this season’s successful teams using our YouGov FootballIndex tool.
How popular are NHL teams in key European markets?
BLOG | by YouGov Sport ... Over the last decade, much has been written regarding the National Hockey League’s long-term ambitions to expand overseas since it voiced optimism of such growth back in 2008. Since then, the NHL’s expansion has remained domestic. However, the NHL has maintained a presence in several international markets, hosting exhibition and preseason games in Europe in front of big crowds.