TGM Olympics Survey
in Ukraine 2024

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

According to our survey, 35% of Ukrainians are interested in sports.

Sports engagement is primarily driven by digital platforms: Most Ukrainian fans watch sports on YouTube (58%), but there is also significant engagement on TV (57%) and social media platforms like Twitter and Facebook (33%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Age Distribution: 35% of Ukrainians express a desire to watch or follow the sport. Age plays a significant role in this interest. The majority of the fanbase falls between 55+ years old, making up 42% of football enthusiasts in Ukraine.

Our survey reveals that 35% of Ukrainians are interested in this year's games, with 6% expressing strong interest.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 53% will use social media to seek news stories, 37% will watch highlights, 28% will follow real-time results or live updates, and 21% will get updates/information. This widespread interest highlights the global anticipation and engagement with the upcoming games.

We asked survey participants in Ukraine which brand comes to mind first when thinking of the Olympics 2024™. The majority named Adidas (17%). Other prominent brands that came to mind included Nike, LVMH, Coca-Cola, Pepsi, Mastercard, Louis Vuitton—some of which are official sponsors, while others are not.