2025年全球体育报告重塑体育格局及赞助策略的关键因素（英文）

2025GlobalsportsKey

factors

transforming

sportsand

your

sponsorship

strategyIntroduction3Section1The

world,smostpopularsportisa

win

forbrands5Section2Women,ssports

fansarechangingthe

game10Section3Mediaisgrowing

thegame

fornew

formatsand

globalsports14Conclusion19AboutNielsen20TabIe

of

contentsafNielsen

Copyright©2025The

NielsenCompany

(US),

LLC.2IntroductionTheworldofsportsisexploding,anda

numberoffactors

are

shaking

up

thegame.Increasedglobalization,diversifyingfandomsandchangesinmediaconsumptionarecreatingpassionatefanswhoaremore

connected

thaneverbefore.Ofcourse,thisbrings

in

new

opportunities

and

afewcurveballstoo.Toplayitrightinthisever-changing

scene,

brands

and

rights

holdersneedtounderstandtoday’sfans.Theoldplaybookformarketingjustisn‘tcuttingit.Brandsneedto

knowwhen

sponsorships

are

creatingauthenticrelationshipswithfansandturningthemintoloyalconsumers.Mediacompaniesneedtokeepupwith

howfans

aretuning

in—whether

it‘scatchingliveactionontheirphone

or

binging

highlights

later.Andforleaguesandteams,it’sallabout

building

realconnectionswithfans

everywhere,creatingaglobalcheeringsectionthatgoesbeyondjust

showinguptothe

stadium.Thisreportdivesintothefactorsthatarefuelingthisgrowthinsportsglobally—howwewatch,howtheworldconnectsusandhow

differenttypesoffansareshapingthefuture.Bygettinga

handle

on

all

ofthis,

you

cancraftsmarterstrategies,turnmarketingplaysintowinning

scores,

and

makethemostofthemassivepotential

in

global

sports

today.afNielsen

Copyright©2025The

NielsenCompany

(US),

LLC.3IntroductionThree

growth

factorsToday’ssportsmarketinglandscapeisgrowing,withthevalue

of

global

sports

media

rightssurpassing$60billionin2024.Inthis

report,we

highlight

keyfactors

that

are

reshaping

sports

tohelpyoumakesmarterdecisionsaroundyoursports

sponsorships

and

know

the

true

value

of

yourinvestments.1.

The

world,s

most

popular

sport

is

a

win

for

brandsWhetherfanscallitfootballorsoccer,thesportisthemostpopulararound

the

world.Global

tournaments

in2025,2026and2027will

openupopportunitiestobreakthroughwithfans—particularlythegrowingand

passionatefanbaseintheU.S.2.

Women,s

sports

fans

are

changing

the

gameWomen’ssportsareexplodinginpopularity.Andwithwomenmakingupalmosthalfofallwomen’ssportsfansglobally,fandomlooksdifferentfrom

men’ssports.Brandsandrightsholdersneedtobreakthe

moldaswomen’s

sportscontinuetoevolve.3.

Media

is

growing

the

game

for

new

formats

and

global

sportsThankstostreamingandsocialmedia,fanstodayhavemoreaccesstosports(andtheathletesthatplaythem)thaneverbefore.Whilemediais

growingengagement,it’salsoopeningopportunitiesfornewformats—like

thefastgrowingtech-infusedgolfleagueTGL—tofindfans.afNielsen

Copyright©2025The

NielsenCompany

(US),

LLC.4The

worId’smost

popuIar

sportisa

win

for

brandstyFigure

1.1Football

fandom

around

the

worldGermany51%South

KoreaItaly56%U.K.56%Japan32%AustralliaU.S.27%Mexico64%55%SaudiArabia75%Source:

Nielsen

Fan

Insights,2024

86

62.2M

57.6M

29.1M

26.1M

25.4M 22.6M

19.7M

19.2M

17.0M

8.8M

6.1M138.7M.4M259.7MSection1:Theworld’smost

popularsport

is

a

win

for

brandsFootball

fandom

variesby

countryFootball

(alsoknownassoccer)istheworld’s

most

popular

sport,

with51%ofpeopleonaveragesayingthey’re

fans.

This

places

it

well

above

the

nextmostpopularsportsglobally—basketball

(42%globalfandom)

andswimming

(39%).With

major

tournaments

across

men’s

and

women’s

football

in

2025,

2026and2027,

brandsandrightsholders

needto

understand

howfandom

differs

across

markets.Somemarketsoverindextheglobalaverage,such

as

Mexico

at

64%fandomandseveral

major

marketsin

Europe—good

newswiththe

UEFAWomen‘sEURO2025tournamentrightaroundthecorner.

However,

it’s

also

important

to

considerpopulationsize.

Despitealower

percentageoffans,

the

U.S.

has

the

fourthlargestfootballfanbaseintheworldwith62

millionfans.

That’s

2x

more

fansthanmajor

European

markets.ChinaIndiaBrazilU.S.MexicoGermanyU.K.Japan

Italy

SpainFranceSouth

KoreaCanadaAustraliaFigure

1.2Football

fanpopulationby

countryafNielsen

Copyright©2025The

NielsenCompany

(US),

LLC.60100M200M300MSource:

Nielsen

Fan

Insights,2024Canada31%France43%Spain59%Brazil62%China47%34%53%IndiaFigure

1.4Companiesinvolvedin

sponsoring

sport

gainin

appeal

with

the

audienceBrazilU.S.Spain●

FootballfansAustralia

GeneralpopulationItalyJapanFranceSouth

KoreaU.K.Germany0%20%40%60%80%Source:

Nielsen

Fan

Insights,2024understandingthenuanceoffansinyourtarget

market.As

seen

in

Figure1.4,

U.S.fansaresignificantlymorereceptiveto

brand

sponsorshipthan

thecountry’sgeneralsportsfansandaresecondonlytofootballfans

in

Brazil,

one

ofthesport’smostdominantmarketsworldwide.

Meanwhile,

Brazilfootballfansaremuchmorein

line

with

overall

sportsfans

in

the

country.1

Nielsen

Sports

SponsorGlobe,

2023Footballisbyfarthesportthatattractsthe

highest

investmentsfrom

brands

globally—41%ofallsportssponsorshipsarefootballsponsorships.1

And

for

goodreason:

Footballfansaroundtheworldareeagerto

engage

with

andbuyfrom

brandswhosponsorcompetitions.

Infact,67%ofglobalfootball

fansfindbrandssponsoringtheirfavoritecompetitionsmore

appealing,comparedto54%ofthe

general

population.Withtheupcomingtournaments,thispositiveresponseto

sponsorship

is

a

winfor

brands.

Butgettingyour

brandsponsorshiprightdependsonCompaniesinvolvedinsponsoring

sportgaininappealwiththeaudienceIammorelikelyto

remember

a

companynameifitsponsorssomethingIaminterestedin,thanifitwereona

traditionaloutdooradvertisingbillboardCompaniesthatengageinsponsorship

showthattheyaresociallyresponsibleCompaniesthatengageinsponsorship

showthattheyaretrustworthyIactivelyinformmyselfaboutbrandsengagedasasponsorinsportFootball

fans

aremorereceptive

to

sponsorsFigure

1.3Global

football

fanslead

global

sports

fansin

sponsorshipreceptivityafNielsen

Copyright©2025The

NielsenCompany

(US),

LLC.

70%20%40%60%

80%Countries:Australia,

Brazil,

France,Germany,

Italy,Japan,South

Korea,

U.K.,

U.S.Source:

Nielsen

Fan

Insights,2024Section1:Theworld’smost

popularsport

is

a

win

for

brands

Footballfans

Sports

fans

Generalpopulation

Sports

fansSpotlightGetting

toknow

soccer

fansin

theU.S.

ahead

of

FIFA

WorldCup2026TMThe

upcoming

Men’s

FIFA

World

Cup2026TM

will

be

hosted

acrossNorth

America.

In

the

U.S.,the

sport’s

fandom

is

on

the

rise.According

to

Nielsen

Fan

Insights,62%of

soccer

fans

and

11%

ofnon-sportsfansinthe

U.S.expecttheirinterestin

soccerto

increase

inthenext18months

as

we

get

closer

to

the

tournament.Sponsorsneedtounderstand

U.S.fanstocapitalize

on

the

games.In

the

U.S.,76%of

soccer

fans

are

Millennials

or

Gen

Z,

22%

areHispanic,and34%earn$100K

or

more

in

household

income.Andtheseyoung,diverseandaffluentfansareeagerto

spend

withbrandsthatsponsorthegame.Need

more

soccer

insights

ahead

of

2026?Learnwhosoccerfansare,whatmakesthem

tick,and

theirattitudes

towardbrands.Nielsen

snewsoccerFanInsightscanhelpyouanswerquestionssuchas:Whatistheprojectedimpactof

2026onsoccerfandom?Willitbe

sustainable?Whoaresoccerfanstheirdemographics,interestsandmediahabits?

Howdoesfandomdifferacrosssoccerproperties?HowdoIbestreachmytargetmarket?Isadvertisingorsponsorshipa

moreeffectivestrategy?LearnmoreIwouldchooseasponsor's

productratherthanrivalbrandsif

priceandqualitywerethesameCompaniesthatengagein

sponsorshipshowthattheyare

sociallyresponsibleIactivelyinformmyselfabout

brandsengagedasa

sponsorinsportAfterseeingasponsorship

whilewatchingagame,

Iboughtthe

brand68%70%70%56%55%52%68%69%71%55%50%47%64%67%67%49%44%39%30%30%31%24%23%20%MLSFansEPLFansNWSLFansNBAFansMLBFansNFLFansFigure

1.5Soccer

fansin

theU.S.

leanin

withbrand

sponsorsafNielsen

Copyright©2025The

NielsenCompany

(US),

LLC.

8Section1:Theworld’smost

popularsport

is

a

win

for

brandsSource:

Nielsen

Fan

Insights,

2024,

U.S.OnlyFor

brandsFootballfansaremorelikelythanthegeneralpopulationtobeinfluenced

bysponsorship,affectinghowtheyperceiveabrandandwhatthey’relikelytobuy.Toauthenticallyconnectwiththisglobalaudienceandbuild

trust,youshould:•

Identifyrelevantfanbases,athletesandteamsalignedwithyour

productsandmessaging.•Prioritizegenuineengagementandawaytomeasureit—whiletournamentsaremajormomentswherefanstunein,investinginleaguesandteamscanbuildlong-termloyalty.TakeMichelobUltra.

Thebrandkickedoffabigmarketingpushduringthe

2024

CopaAmericatournamentandisnowtheofficialbeersponsorofMajor

LeagueSoccer(MLS).Thisalsoalignswithitsparentcompany,ABInBev,securingrightstotheupcomingFIFAtournaments.For

rights

holdersBuildingmeaningfulandimpactfulpartnershipsrequiresalong-term

perspective.Tosupportbrandandbroadcastpartnerseffectively:•

Providecomprehensiveinsightsintoyourfanbase—whotheyare,what

they’reinterestedinandwhatdrivesthemtopurchase.•

Createmorerobustplatformsforpartnerstotapintothegrowing

fanbasesinmarketsliketheU.S.tobuildsustainable

businesses.•

Collaboratetodefinemeasurableoutcomesalignedwithpartnergoals.Game

planCapitalizeonfootball

(orsoccer)enthusiasts‘passionwithawell

definedinvestmentstrategy.amLearnmoreabouthowNielsencanhelp

youplan

your

footballinvestmentsat

the

endof

thereport.afNielsen

Copyright©2025The

NielsenCompany

(US),

LLC.9Section1:Theworld’smost

popularsport

is

a

win

for

brandsWomen’s

sports

fans

are

changing

the

game本报告来源于三个皮匠报告站（）,由用户Id:659839下载,文档Id:713587,下载日期:2026-02-15Figure

2.1Interestin

women,s

sportsingrowingAmongthegeneralpopulation62%

66%50%45%38%36%34%29%22%18%Feb/May'22May/Aug'22Aug/Nov'22Nov'22/Feb'23Feb/May'23May/Aug'23Aug/Nov'23Nov'23/Feb'24Feb/May'24May/Aug'24Aug/Nov'24 Men's

Sports

Women's

Sports

Women's

Individual

Sports

Women's

Team

Sports

Women's

FootballCountries:

Brazil,China,

France,Germany,

India,

Italy,Japan,South

Korea,

U.K.,

U.S.Source:

Nielsen

Fan

Insights,

2022-2024,Sports–Athletics,

MMA,Tennis,Golf,

Football,

Rugby

Union,

Cricket,

BasketballFigure

2.2Women

arehelping

to

drive

the

growthin

WNBA

fansU.S.

only46.9M38.2M35.8M59%63%66%41%34%2022

2023

2024Source:

Nielsen

Fan

Insights,2024Section2:Women,ssportsfansare

changingthe

gameWomen,s

sports

are

gainingpopularityInterestinwomen’ssportsisgrowing—reaching

50%of

the

generalpopulation

globally

in2024,up

from

45%

in2022.

Two

of

the

world’sbiggestmarkets,

IndiaandChina,showsome

ofthe

highest

levels

of

interest.

Butinterestisgrowingquicklyin

smaller

markets

likethe

U.K.

and

Germanythankstohigh-profilewins,majortournamentsandconsolidatedTVcoverage.Somesports,inparticular,areseeing

strong

growth.

Thefanbase

forwomen‘sfootball,forexample,hasincreasedsignificantlyoverthe

lastfiveyears,thanks

to

major

tournaments,such

as

the

2022UEFA

EuropeanWomen‘s

Championship

and

the

2023

FIFA

Women’s

World

Cup.

But

one

ofthe

biggeststoriesinwomen’ssportshas

been

basketball.The

WNBA

fanbasehas

grown

more

than31%in

two

years

to

46.9

million

in

the

U.S.

And

fans

aretuning

in—viewership

for

the2024WNBA

regular

season

grew

201%

over

thepriorseason.

Notsurprisingly,sponsorshipsarefollowing.As

brandslook

toinvest,theyneedtounderstandtheuniquefansthese

sports

are

attracting.For

the

WNBA,women

accounted

for41%

of

U.S.fans

in

2024.afNielsen

Copyright

©

2025

The

Nielsen

Company

(US),

LLC.

11FemaleMale37%Figure

2.3Fans

of

women‘steam

sports

showhigherpurchaseIndex

vs.

GeneralPopFantasySportsGamingservices47%42%30%31%25%20%39%33%26%38%33%26%45%39%31%44%38%31%42%30%

37%47%42%34%50%45%36%

Women'steamsportsfansMen'steamsportsfansGeneralpopulationQ:Which

of

the

following

products/services

do

you

plan

to

buy/use

in

the

next

year?

(Within

the

next

6

months)Countries:

UK,

India,China,

France,Germany,

Italy,Japan,

USA,South

Korea,

Brazil.

N1,000general

population

per

waveSource:

Nielsen

Fan

Insights,2024We’veseenanincreaseddiversificationinsponsor

categories

as

purchase

intentshifts.

Luxury

brandCoach

recentlybecametheofficial

handbagpartneroftheWNBA,acategorywherewomen’steamsports

fans

aresignificantlymorelikelytobuythanthe

general

population.And

the

good

newsfor

brandslookingtoinvestisthatsimilarto

footballfans

globally,women’ssportsfansareeagertoengagewiththe

brandsthatsponsor

the

teams,gamesandleaguesthey

care

about.2

Nielsen

Fan

Insights,

2022

-

2024

(Brazil,China,

France,Germany,

India,

Italy,Japan,South

Korea,

U.K.,

U.S.)Womenareincreasinglymakingup

a

larger

share

offansfor

both

women’sand

men’s

sports.In2024,women

represented47%

of

fans

of

women’ssports

and42%of

fans

of

men’s

sports,up

from

45%

and

40%,

respectively,

in2022.2

Differentaudiencescallfordifferentapproaches—anduniquebrandopportunities.Supportingwomen’ssportsisnolongerthe

right

thing

to

do,

it’s

a

business

imperative.Withastrongfemalefandom,women’ssportsareopeningthedoortonewplayerswithinthe

sports

sponsorship

space.0%

20%40%

60%●Women's

team

sports

fans

Men's

team

sports

fans

General

populationQ:Towhatextentdoyouagreeordisagree

with

the

following

statements?Agree

/

Strongly

AgreeCountries:

UK,

India,China,

France,Germany,

Italy,Japan,

USA,South

Korea,

Brazil.

N1,000general

population

per

waveSource:

Nielsen

Fan

Insights,2024Ialwaystrytobe

uptodatein

music,artsandfashionIwouldchooseasponsor's

productratherthanrival

brandsif

priceandqualitywerethesameIactivelyinformmyself

about

brandsengagedasa

sponsorinsportIamoftenthefirstpersontohave

new,innovativeproductsFigure2.4Fans

of

women‘steam

sports

favor

brand

engagementNew

fans

open

the

door

for

sponsorsafNielsen

Copyright

©

2025

The

Nielsen

Company

(US),

LLC.

12RenewableenergyLuxuryaccessoriesTiresConsumerelectronicsComputergames/

GamesconsolesSportsbettingservicesCarComputer

(Desktop/Laptop)Rentalcar171157153149148146144141140140Section2:Women,ssportsfansare

changingthe

gameintent53%

38%31%For

brandsThenewdemographicswhoareflockingtowomen’ssportsareopening

upopportunitiesforbrandsinindustriesthathistoricallyhaven’tinvested

heavilyinsports.•Experimentwithdifferentsponsorshipmodels.TheWomen’sSuper

League

(WSL)andWomen‘sSuperLeague2arecurrentlyseekinga

principalsleevesponsorforbothfootballleaguesintheU.K.•

Explorenewtypesofpartnerships.ManchesterCityWomenrecently

announcedapartnershipwithsnuggs

astheClub’sOfficialPeriodUnderwearPartner—afirstinwomen’sfootball.•

Supportup-and-comingwomen’ssports.IntheU.S.,bigbrands

likeAllyFinancialandSephoraarepartneringwithUnrivaledBasketballLeague—anewwomen’sprofessionalsportsleaguefoundedwithinthe

lastfouryears.For

rights

holdersWhilewomen’ssportsaregrowinginpopularity,accessiscriticalforfans

andbrandsaliketoconnectwithwomen’ssportscontent.•

Makeiteasiertobeafanthroughbroaddistributionandcross-promotions.At

the

start

of

the2025-2026season,English

Women’sChampionship

matchesexpandedaccesswithstreamingonYouTubein

additiontocoverageonbroadcast.•

Focusongrowingandamplifyingwomen’ssportsstoriesthatadd

genuinevaluetothefanexperience.•Leveragetheabilityofwomen’ssportstoconnectbrandsdirectly

withfansbyseekingoutpartnershipswithbrandsgearedforfemaleconsumers.Game

planDon’ttakeaone-size-fits-allapproachtoreachthe

newfans

of

women’ssports.LearnmoreabouthowNielsencanhelp

youtapintothegrowing

worldof

women’ssportsat

the

end

of

thereport.afNielsen

Copyright

©

2025

The

Nielsen

Company

(US),

LLC.

13Section2:Women,ssportsfansare

changingthe

gameMedia

is

growing

the

game

for

new

formatsandgIobaI

sportsFigure

3.1Sports

streamingis

growing

with

all

sports

fans—including

older

fans50.00%40.00%30.00%2023202420.00%10.00%0.00%TotalCountries:

Brazil,China,

France,Germany,

India,

Italy,Japan,South

Korea,

U.K.,

U.S.Source:

Nielsen

Fan

Insights,

2022-2024,Sports–Athletics,

MMA,Tennis,Golf,

Football,

Rugby

Union,

Cricket,

BasketballFigure

3.2TGLis

findingnew

fans

for

golfU.S.

only80.00%60.00%Sports

fans

TGL

fansGolf

fans20.00%0.00%Age:16-29-%Age:30-49-%

Age:50+-%Source:

Nielsen

Fan

Insights,2024Section3:Mediaisgrowingthe

gamefor

newformats

and

global

sportsTVis

finding

new

fansLivesportsremainapowerfuldriver

offan

engagement.

Over

the

last

year,we’veseenmediaownersmake

big

playsforsports

rightscontracts—onbothstreamingandlinearplatforms.

Forstreamers,

sports

are

unlocking

newaudiences.

In

fact,

between2022and2024,fans50

and

older

who

regularlyusestreamingtoconsumesports

media

havegrown

21%.For

linear

TV,new

formats

can

open

up

new

audiences.

In

the

U.S.,fans

ofTGL,anewinteractive,tech-infusedgolf

league,

havegrown

17%

sincejustthe

end

of2024.The

sport’s

first

regular

season

averaged

513,000

viewerspermatchonESPNplatforms,morethan

college

basketball

during

the

same

timeslotthepreviousyear.

It’snosecret

TGL

is

designed

to

attract

a

younger

audiencetogrowthegameofgolf,andthat’s

exactlywhat

it’s

doing.

Lookingat

TGL

viewers

ages18-34,32%

are

not

regular

PGA

Tour

viewers—indicatingthatthesportissuccessfullyattractinga

newand

younger

audience.afNielsen

Copyright

©

2025

The

Nielsen

Company

(US),

LLC.

1530-4940.00%16-29202250+Figure

3.3Female

followersof

women,srugby

aregrowing

faster

thanmale

followers10.00%7.50%Male5.00%2.50%0.00%2022Q:

Element

of

Sport

followed

by

genderCountries:Argentina,Australia,Austria,

Belgium,

Brazil,Canada,China,Colombia,

France,

Germany,

India,

Italy,Japan,Netherlands,

New

Zealand,

Portugal,South

Korea,Spain,Switzerland,Turkey,

UK,

USA

Source:

Nielsen

Fan

InsightsFigure3.4Pickleball

fandomis

on

theriseglobally25.00%20.00%15.00%10.00%5.00%0.00%India

AustraliaPickleballfansSource:

Nielsen

Fan

Insights,2024Socialmediaishelpingtodrivethe

globalization

of

sports.

Take

rugby.While

thesporthasstrongfan

basesinseveral

countries,

including

New

Zealandwhereit’sthemostpopularsportand

42%

of

the

population

arefans,

fandomin

other

countries

is

much

smaller.

In

the

U.S.,

only

14%

of

the

population

arefansofthegame.

Butthat’schanging.

Duringlastyear’sOlympics

Games,Ilona

Mahermadeheadlines

forherimpressive

performancein

RugbySevens,winning

bronzeforTeam

USA,aswellas

hersocial

media

presence.

WithinthefirstweeksincetheOlympicsopeningceremonies,

Ilona

grew

herInstagram

following

by

more

than141%

(gaining1.1

million

followers).3

Thesportasawholeis

benefitingfromincreasedexposure.

Globally,

women

are

startingtofollowrugbyatafaster

rate

than

men.Socialmediaandemergingsportscanalso

be

growth

opportunitiesfor

brand

sponsors.

Longpopularforcasualplay,pickleball—a

paddle

sportwith

aspects

similartotennis—hasseenfansgrowinseveral

countries

as

professionalleagueshavedevelopedoverthelast

decade.

Lastyear,

Nature

Made®

tapped

intothesport’sgrowingfandomwithasocialmediacampaign

fora

pickle-flavoredmultivitaminontheheelsofannouncing

its

partnership

with

USAPickleballTM.Askingfansiftheywere#ProPickleor#NoPicklehelpedgenerate

interestinthe

brandandthe

sport.Socialmediais

connectin