A recent report reveals that a majority of sports fans in the United Kingdom are now following overseas teams and leagues. This shift in fan behaviour is attributed to various factors, including the culture of a club or league, which can often outweigh geographical connections.
The report titled "Borderless Belonging: Stories Over Stadiums" was conducted by Stereo Creative in partnership with Ideally. It surveyed 2,385 people across four countries - the UK, US, Australia and Japan - to understand their engagement with sports.
According to the findings, 56% of respondents across these countries engaged with sport. The UK topped this list with 67% of its population following one or many sports while only 8% did not follow any sport at all.
Reasons for following a league or club
The main reasons cited for following a league or club were locality or family links (56%) and admiration for specific players or coaches (10%). However, it's worth noting that international sports teams and leagues have gained significant popularity among younger fans in the UK. Among those aged between 18-24 years old, half closely followed at least one overseas team or league. This figure rose to 63% among those aged between 25-34 years old compared to just 32% for the entire population. These figures contrast sharply with those from the US where only between 28-34% of individuals within these age groups showed similar interest (vs an overall figure of just 22%).
Across all four markets surveyed, approximately two-fifths (40%) stated that style of play and culture were what initially attracted them towards overseas sport. Other factors such as story/history and specific players also played significant roles, with both factors attracting around 37% of respondents. In the UK specifically, the breakdown was as follows players: 42%, story/history: 41, style/culture: 39% and communities: 33%
The report's findings highlight a shift in fan behaviour and preferences. The culture of a club or league is becoming increasingly important to fans, often surpassing geographical connections. This trend is particularly evident among younger sports fans in the UK who show a strong inclination towards following overseas teams and leagues.
