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The many faces of sports fans across Europe

In this report, we look at the different faces of sports fans across Europe.

Given a shared hinterland in sport, brands and culture, there can be a tendency among sports marketers to assume Europeans share similar outlooks. But this report shows the opposite – and how these differences mean that even small adaptations in marketing strategies can reap rewards in a market.

The report looks at sports audiences in eight markets – Denmark, France, Germany, Italy, Norway, Spain, Sweden and the UK.

In each market it examines a range of subjects including:

  • Fans’ media consumption – by type and amount
  • Brand preference
  • Favourite sports
  • Social media use
  • Prestigious sports events and
  • Fan demographics


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