What’s really driving sport travel among British fansRegister for the webinar

Join YouGov experts on Wednesday, 25 February at 11:00am GMT for a deep dive into how British fans are travelling for live sport, what motivates them, and what’s holding them back.

Built on fresh survey data, this webinar explores the realities of sport tourism in the UK, set against global benchmarks from 17 international markets.

Join the webinar to learn:

  • How common sport-driven travel already is in the UK, and how it differs from other major markets
  • Which types of sport events Britons are most willing to travel for
  • What really motivates UK fans beyond the match itself
  • The key barriers shaping sport travel decisions, including cost and safety
  • What 2026 means for destinations, rights holders and brands

All registrants will receive access to the in-depth multi-market report following the webinar.

Don’t miss this opportunity to turn sport tourism data into clear, actionable insights.

Save your seatGet in touch

Meet the speakers

Sean Miller, Head of Consumer Sport, YouGov Sport

Sean Miller leads YouGov Sport’s consumer research team based in the UK, working with many of the biggest rights holders, teams, broadcasters and brands operating in the sports space.
He has 10 years experience in the sports market research sector across both agency and client-side, with a focus on devising innovative and bespoke research solutions to address client challenges.

Tom Church, Associate Director, YouGov Sport

Tom leads the servicing of YouGov’s sport clients across consumer research tools. He works with a broad portfolio of clients across the global sports landscape, supporting them in strengthening their understanding of fan behaviour and assessing the impact of brand partnerships. Tom has 8 years of experience in the consumer research industry, including over 4 years within the sports sector

YouGov

YouGov is a global research data and analytics group that is powered by reality. Thanks to a unique panel comprising millions of highly engaged members across 64 markets, we deliver unsurpassed accuracy, to inform better, more impactful decisions.

When you want unsurpassed accuracy to inform more impactful decisions, you need real-time, real-world data from real people.

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