TGM Olympics Survey
in the UK 2024

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

According to our survey, 60% of British respondents are interested in sports.

Sports engagement is primarily driven by digital platforms: Most British fans watch sports on TV (59%), but there is also significant engagement on watching TV in a public place (30%) and social media platforms like Twitter and Facebook (29%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Age Distribution: 60% of British respondents 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 64% of football enthusiasts in the UK.

Our survey reveals that 52% of British respondents are interested in this year's games, with 19% expressing strong interest.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 34% will use social media to watch highlights, 31% will seek news stories, 29% will follow real-time results or live updates, and 29% will get updates/information. This widespread interest highlights the global anticipation and engagement with the upcoming games.

We asked survey participants in the UK 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, Mastercard, McDonalds, Pepsi—some of which are official sponsors, while others are not.