TGM Global
Olympics Survey 2024

Interest in sports is truly global, with billions of enthusiasts engaging in playing, following, and discussing their favorite sports across every corner of the planet. According to our comprehensive global survey, 59% of respondents across all surveyed countries express interest in watching or following sports. The highest concentrations of sports fans are found in Africa, where 80% of respondents show interest, followed by the Asia-Pacific (APAC) region at 71%.

Digital Engagement in Sports: Sports engagement is primarily driven by digital platforms. Most fans watch sports on TV (57%), but there is also significant engagement on YouTube (34%) and social media platforms like Twitter and Facebook (31%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Popularity of the Summer Olympics: The Summer Olympics is the second most popular sporting event globally, typically followed by 37% of fans. Europe and Latin America (LATAM) have the highest concentrations of Olympic fans, with 39% and 38% of respondents, respectively, showing keen interest in following the games. This widespread interest underscores the global appeal and unifying nature of the Olympic Games.

Age Distribution: Interest in sports is widespread, with 59% of people globally expressing a desire to watch or follow sports. Age plays a significant role in this interest. The majority of the fanbase falls between 25 and 44 years old, comprising over 61% of sports enthusiasts. Younger demographics, specifically those aged 18-24, generally show less interest in sports, except in Africa where 70% of this age group are avid followers.

Gender Distribution: Sports appeal extends beyond male audiences. Our survey reveals that 47% of women have a general interest in sports, with 1 in 6 expressing strong enthusiasm. The highest levels of female interest are observed in Africa (74%) and the Asia-Pacific (APAC) region (62%).

The Olympics 2024™ is generating significant global excitement. Our survey reveals that 52% of respondents are interested in this year's games, with 20% expressing strong enthusiasm. The highest levels of interest are in the Asia-Pacific (APAC) region at 65%, Africa at 64%, and Latin America (LATAM) at 55%.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 41% will use social media to watch highlights, 39% will seek news stories, 35% will get updates/information, and 34% will follow real-time results or live updates. This widespread interest highlights the global anticipation and engagement with the upcoming games.

In any tournament, partners and sponsors play a critical role. They are essential stakeholders in the build-up and successful staging of the Olympics 2024™, providing financial support that promotes both the event and their own brand. The Olympics 2024™ stands as one of the most influential international marketing platforms, attracting top brands such as Airbnb, Alibaba Group, Allianz, Atos, Bridgestone, Coca-Cola, Deloitte, Intel, Omega, Panasonic, Procter & Gamble, Samsung, Toyota, Visa, AB InBev, and many more as worldwide partners through Olympics sponsorship.

We asked survey participants which brand comes to mind first when thinking of the Olympics 2024™. The majority named Nike (14%). Other prominent brands mentioned included Coca-Cola, Visa, Samsung, Airbnb, Pepsi, Mastercard, LVMH, Shortcut, Allianz, Puma, Heineken, Toyota, Air France, Danone, and Alibaba Group — some of which are official Olympic sponsorship brands and partners, while others are not.

Watch the webinar's video here: https://tgmresearch.com/webinar-winning-brands-olympics-2024.html