The survey indicates that 64% of the UK population are avid sports followers, regularly or often engaging, rising to 72% when including those that only engage in sports that are primarily leisure activities e.g. hiking. A further 18% of respondents engage occasionally or seldom. When considering all sports, encompassing even those predominantly pursued for leisure, the Index found that 93% of men participate regularly, often, or occasionally, compared to 87% of women.
Tal Hewitt, Sports Strategy Lead at EY-Parthenon, said: “The latest edition of the EY Sports Engagement Index has reinforced last year’s findings that a dynamic shift in the UK’s sports landscape is underway, particularly among Gen-Z adults. Whilst established sports like Football, Running, and Formula 1 are still proving popular with young adults, Basketball, Boxing and Wellness Activities continue to gain traction and capture the hearts of a new generation. This year, we’ve introduced Hiking as a separate category and it has reached the top 15 for both all adults and Gen-Z, making it one of our top ‘sports to watch’.
“These sports reflect a vibrant and evolving sports culture, where inclusivity and diversity in engagement are becoming increasingly prominent. It’s important that all sports, young and old, closely observe and cater to the fans of tomorrow, to ensure they don’t get left behind.”
The Olympic factor
The Paris 2024 Olympic Games boosted interest in various sports, with Athletics, Gymnastics, Diving, Cycling, and Swimming attracting new engagement during the event. This Olympic uplift saw Diving, Wheelchair Basketball, Rowing and Gymnastics all adding over 30% to their engagement base because of the Olympics.
Tom Kingsley, Sports Industry Group Leader at EY, added: “The heightened interest in sports like Athletics, Gymnastics and Diving during the Olympic Games inevitably presents a golden opportunity to convert casual viewers into much more committed fans. The surge in engagement, particularly for events like Diving, Wheelchair Basketball, and Rowing, shows the captivating power of the Olympics and it’s crucial for sports organisations to harness this momentum in order to foster deeper connections with these audiences. This could be through exclusive content, special events or social media narratives, to build a robust, dedicated fan base that endures year-round. Engaging in direct conversations with these potential new fans is essential to fully harness their value.”
