From stadiums to street style: Sports-fashion partnerships win over UK consumers

Key findings:

• 64% of UK adults aware of sports-fashion partnerships agree that fashion and sport are becoming increasingly connected.
• 68% agree that professional athletes have become influential fashion icons.
• 70% agree that fashion brands benefit from being associated with sports.65% agree that sports partnerships help fashion brands reach new audiences.

Earlier YouGov explored awareness of sports-fashion partnerships, the collaborations consumers recognise, and whether they influence purchasing behaviour. In this second analysis YouGov Surveys data shows how UK adults who are aware of sports-fashion partnerships view their broader impact on fashion brands, sports organisations, athletes and audiences. 

UK consumers recognise a growing connection between sport and fashion

Nearly two-thirds (64%) of people in UK aware of sports-fashion partnerships agree that fashion and sport are becoming increasingly connected, including 19% who strongly agree and 45% who tend to agree. Around one in five (22%) neither agree nor disagree, while 6% disagree.

Younger adults are more likely to recognise this trend. More than one-third (35%) of 18–24-year-olds strongly agree that fashion and sport are becoming increasingly connected, compared with 14% of those aged 55 and over.

Do UK consumers see athletes as fashion influencers?

The perceived convergence of sport and fashion is reflected in attitudes towards athletes. More than two-thirds (68%) agree that professional athletes have become influential fashion icons, including 20% who strongly agree and 48% who tend to agree. Just 7% disagree, while one in five (20%) neither agree nor disagree.

Adults aged 35–44 are the most likely to agree overall (77%), followed by those aged 45–54 (70%). Adults aged 55 and over are the most likely to not have a clear opinion (25%).

Sports partnerships strengthen fashion brand perception, say UK consumers

The positive sentiment extends to brands. Around seven in ten (70%) agree that fashion brands benefit from being associated with sports, the highest level of agreement across all statements asked. Only 4% disagree and 19% neither agree nor disagree.

Agreement is highest among adults aged 45–54 (75%). Adults aged 25–34 are the most likely to disagree (5%), although disagreement remains low across every age group.

Do fashion partnerships benefit sports organisations?

Consumers also see value for sports organisations. Around two-thirds (65%) agree that sports organisations benefit from partnering with fashion brands, while 21% neither agree nor disagree and 5% disagree.

Once again, younger adults are the most likely to strongly agree (29%), compared with 14% among those aged 55 and over.

UK consumers are divided on whether fashion partnerships make sport more appealing

Views are less clear-cut when it comes to improving sport's appeal. While 42% agree that fashion partnerships make sports more appealing beyond traditional fans, 29% neither agree nor disagree and 23% disagree.

This statement also shows the widest age differences. Younger adults remain the most positive, with 64% of those aged 18–24 agreeing, including 22% who strongly agree. By comparison, 30% of adults aged 55 and over agree, while 36% neither agree nor disagree and 26% disagree.

Overall, people in UK who are aware of sports-fashion partnerships tend to view them positively. Most believe they benefit both fashion brands and sports organisations, reflect a growing connection between the two industries, and have helped position professional athletes as influential fashion figures. Views are more mixed, however, on whether these partnerships make sport more appealing beyond its traditional fan base.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 25-26 June 2026, with a nationally representative sample of 2,107 adults (aged 18+ years) in the United Kingdom, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in the United Kingdom (18 years or older) and reflect the latest ONS population estimates.

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