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Sports & esports

Budding athlete, sports superfan, or gamer? Whether it’s a real-life sport, or virtual reality you’re passionate about, you can stay on track with the latest accurate research on trends and public opinion. Face facts with free research, articles, reports and events focused on sports, esports and video gaming.

A warm reception for the 2026 Winter Olympics
Photo by EThamPhoto
2026 Winter Olympics UK audience statistics and sponsor recall: What YouGov data reveals
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30 years of Pokémon – how have Britons engaged with the franchise?
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How World Netball measures global netball participation using YouGov Sport
Six Nations adjusts its coverage and scheduling – what did the fans think?
[On-demand UK webinar] Sport tourism appetite: What drives fans to travel in 2026?
adidas vs Nike: A close race in global brand perception
Global brand health rankings reveal utility wins every time
From awareness to action: how effectively do the world’s top brands convert?
[On-demand GB webinar] YouGov Best Brand Rankings 2026 - Great Britain edition
How Harlequins powered partner growth with YouGov’s audience intelligence
How Podium Analytics tracks public perceptions of sports injury
How to amplify sponsorship value with fan data
What are Premier League fans expecting ahead of the 2025-26 season?
Interest in women’s football jumps following England’s victorious Euros campaign
[UK] Charity champions 2025: What’s driving donations in the UK
Does the public think the Lionesses can take home the Euro 2025 title?
Most football fans still support taking the knee, as Lionesses abandon gesture
Is star power giving wind to SailGP?
Who Bets on Tennis? Profiling the UK’s Tennis Betting Audience
How popular is women’s football, ahead of the 2025 Euros tournament?
UK Biggest Brand Movers - June 2025
UK report - Star power: The role of individual athletes on sports fandom
Tariffs putting Britons off investing in equities
Most Britons expect tariffs to push prices up
Salah’s selfie seals the moment: Google Pixel front and centre in Liverpool’s title triumph
What do Britons make of emerging sports properties?
April Advertisers of the month in UK: Minecraft, Oral-B and B&Q
Tracking Nintendo Switch’s brand momentum in the UK ahead of Switch 2
UK Biggest Brand Movers - May 2025
UK Biggest Brand Movers - April 2025
How ready are UK businesses for new ESG rules?
Two in five football fans would subscribe to “Premflix”
After a shaky start to the year, consumer confidence bounced back in February 2025
UK Biggest Brand Movers - March 2025
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