Australia report - Star power: The role of individual athletes on sports fandom
For most Aussie sports fans, loyalty starts with the team, but younger fans are increasingly drawn in by standout athletes. From global icons like Messi and Ronaldo to local favourites like Alex de Minaur, today’s athletes are more than just players—they’re personal brands, cultural influencers, and key drivers of how fans connect with sports, teams, and even brands. Their impact goes well beyond the field, shaping what people watch, follow, and buy.
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 YouGov’s latest report to uncover:
- Who holds more influence in 2025: Teams or athletes?
- How Australian fans compare across generations and sports
- Today’s most popular male and female athletes, and why they matter
- Why endorsements, social media, and personal stories matter more than ever
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