US report - Star power: The role of individual athletes on sports fandom

From Lionel Messi to Caitlin Clark, athletes have become more than just team players—they’re global icons who shape how fans connect with sports, leagues, teams, and brands. Their influence extends beyond the field, affecting not just what people watch, but also what they buy, follow, and engage with when the game’s not on.

How much impact do athletes really have on fandom and purchasing decisions?

YouGov’s new report, Star power: The role of individual athletes on sports fandom, explores how individual athletes shape fan behavior, impact brand perception, and drive engagement with sports overall.

Download the full report to understand:

• Who drives stronger fandom in 2025: Athletes or teams
• What paths most regularly lead to fandom across demographic and market
• Today’s most popular male and female athletes—and why they matter
• How social media, endorsements, and off-field activity influence fan behavior

Want insights from industry experts? Watch our coinciding webinar which features:

• Nicole Pike, Global Head, YouGov Sport
• Sean Miller, Head of Consumer Sport, YouGov Sport
• Tristan Mitchell, VP of Brand Strategy, Excel Sports Management