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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.

UEFA Champions League final sponsorship exposure metrics: Who won the game?
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[Great Britain webinar] Youth Sport Tracker: Understanding the next gen of sports fans
Young girl jumping backwards over barrier
What FIFA World Cup 2026 means for British grocery brands, pubs and food delivery services
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Are Britons excited for the 2026 World Cup?
More than meets the ear: Great Britain podcast ads report 2026
Premier League fans still say VAR is working badly
FIFA World Cup 2026 sponsorship: Will Brits notice, and where?
[On-Demand Great Britain webinar] Skip happens: Why podcast ads still earn trust
As England win their eighth Women’s Six Nations on the bounce, what did the public make of this year’s tournament?
How interested are you in watching the "Enhanced Games"; an international sports event taking place for the first time in 2026, where athletes will not be subject to drug testing and are allowed to take performance-enhancing drugs?
Do Manchester City fans think it’s the right time for Pep Guardiola to leave the club?
How to target World Cup audiences: activating fan segments for smarter ad campaigns
How likely or unlikely do you think it is that you would be able to successfully climb to the top of Mount Everest?
Participation drives visibility: What Piastri’s absence means for Mastercard at the F1 Australian Grand Prix
Arsenal or Man City may be the 2025/26 Premier League Champions – but they aren’t the healthiest brands in top-flight football
FIFA World Cup 2026 global brand handbook
[On-demand UK webinar] Insights without the team: Market research 101
How Priority Partnerships turned survey data into industry authority
Which sports Brits play
Which sports Brits follow (watch live or support a team)
A warm reception for the 2026 Winter Olympics
2026 Winter Olympics UK audience statistics and sponsor recall: What YouGov data reveals
30 years of Pokémon – how have Britons engaged with the franchise?
How much of the 2026 Winter Olympics have you seen or followed?
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?
Do you think the national football teams of England and Scotland (and Wales and Northern Ireland, if they qualify) should or should not boycott the 2026 World Cup, which is primarily being hosted in the USA?
World Cup 2026: What Britons think of 48 teams, late kick-offs and more
[On-demand GB webinar] YouGov Best Brand Rankings 2026 - Great Britain edition
Which of the following do you think should win BBC Sports Personality of the Year this year?
How Harlequins powered partner growth with YouGov’s audience intelligence
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