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Global Sports 2022: Uncovering the Socially Responsible Sports Fan

Découvrez le nouveau rapport de YouGov ; Global Sports 2022

  • EditeurYougov
  • Version PDF - 58 pages - Anglais
Global Sports 2022: Uncovering the Socially Responsible Sports Fan

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"Social justice, gender equality, the environment; in recent years global movements such as Black Lives Matter, Me Too, and Extinction Rebellion have been shining a light on these issues and encouraged campaigning for change. In this new report, YouGov Sport sets out to understand the impact of social and environmental priorities within sports and explores how sports fans respond to these topics.

With over three quarters of adults around the globe following at least one sport, gathering for a sporting event is, for many, a chance to feel part of a community and to come together around a shared interest. In such emotionally charged moments, the brands that sponsor or are involved in sport have an opportunity to create positive associations in the mind of the consumer by tailoring their communications to this highly engaged audience.

This study measures sports fans’ attitudes around the issues of social responsibility and equality, delving deep into their expectations of sports rights holders and their sponsors to get involved in these matters, and ultimately champion change. As those conversations enter our homes, workplaces and schools, marketers have been discussing and studying the need to bring brand purpose and corporate social responsibility into their marketing mix. With activism on the rise, and awareness around these issues constantly growing, younger generations in particular are expressing a preference for brands that deliver on those purpose statements.

This report uses global research across a selection of international markets in tandem with syndicated data from YouGov Profiles, YouGov Global Profiles, YouGov Global Fan Profiles, YouGov Direct and YouGov BrandIndex.

Please note, our samples in East Asian markets such as China, Hong Kong, Singapore and India are not all nationally representative (with some being representative of the online or urban population; see methodology for details)."

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