TGM Olympics Survey
in Belgium 2024

The TGM Olympics Report in Belgium 2024 provides comprehensive insights into the unique behaviors and preferences of Belgian sports fans. Our extensive survey reveals detailed information on fan engagement, including how Belgians watch and support sports tournaments. The report also highlights the impact of major brands associated with Olympics 2024™ and examines regional comparisons to provide a broader global context. With a focus on Belgium's specific market dynamics, this report equips businesses with the knowledge to develop targeted marketing strategies and make informed decisions to effectively connect with Belgian sports enthusiasts.

According to our survey, 45% of Belgians are interested in sports.

Sports engagement is primarily driven by digital platforms: Most Belgian fans watch sports on TV (54%), but there is also significant engagement on YouTube (20%) and websites/online portals (19%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Age Distribution: 45% of Belgians express a desire to watch or follow the sport. Age plays a significant role in this interest. The majority of the fanbase falls between 25-34 years old, making up 54% of football enthusiasts in Belgium.

Our survey reveals that 40% of Belgians are interested in this year's games, with 10% expressing strong interest.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 37% will use social media to watch highlights, 31% will follow real-time results or live updates, 30% will seek news stories, and 21% will show support for their favorite Olympic teams/athletes. This widespread interest highlights the global anticipation and engagement with the upcoming games.

We asked survey participants in Belgium which brand comes to mind first when thinking of the Olympics 2024™. The majority named Nike (14%). Other prominent brands that came to mind included Coca-Cola, Adidas, Visa, Orange, McDonalds, Rolex—some of which are official sponsors, while others are not.