TGM Olympics Survey
in South Africa 2024

The TGM Olympics Report in South Africa 2024 provides comprehensive insights into the unique behaviors and preferences of South African sports fans. Our extensive survey reveals detailed information on fan engagement, including how South Africans 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 South Africa's specific market dynamics, this report equips businesses with the knowledge to develop targeted marketing strategies and make informed decisions to effectively connect with South African sports enthusiasts.

According to our survey, 82% of South Africans are interested in sports.

Sports engagement is primarily driven by digital platforms: Most South African fans watch sports on TV (61%), but there is also significant engagement on social media platforms like Twitter and Facebook (46%) and YouTube (43%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Age Distribution: 82% of South Africans 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 90% of football enthusiasts in South Africa.

Our survey reveals that 64% of South Africans are interested in this year's games, with 32% expressing strong interest.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 50% will use social media to watch highlights, 42% will get updates/information, 36% will follow real-time results or live updates, and 35% will seek news stories. This widespread interest highlights the global anticipation and engagement with the upcoming games.

We asked survey participants in South Africa which brand comes to mind first when thinking of the Olympics 2024™. The majority named Nike (23%). Other prominent brands that came to mind included Coca-Cola, Adidas, Danone, Visa, Toyota, Heineken—some of which are official sponsors, while others are not.