What Nielsen’s 2025 Global Sports Report means for sponsors

Released last Thursday, Nielsen’s 2025 Global Sports Report outlines the shape of the modern fan and the emerging frontiers of sponsorship strategy. For current or potential sponsors, it’s not just a snapshot of growth, but a roadmap for where brands are finding traction and where value is being redefined. We looked at the four core narratives within the data and highlighted the key takeaways for sponsors.

It will be no surprise that football remains the world’s most-followed sport, accounting for 51% of global fandom and 41% of sponsorships. However, the growth patterns within the sport are changing, particularly in the U.S., where 62 million fans (76% of them Gen Z or Millennials) are making the sport younger and increasingly diverse. Hispanic fans make up 22% of this base, and household incomes are 25% above average.