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The sports world is slowly coming back and we all know it will look different moving

forward. Teams and Leagues are releasing new safety procedures and protocols every

week and adjusting game formats.

But what do the fans think? How will their behaviors and attitudes change when it

comes to sports?

Nielsen Sports recently launched a study to understand what fandom will look like in

2020 and beyond. Our data shows the path forward, looking at fan interest levels,

likelihood to attend events and willingness to watch new sports.

Source: Nielsen Sports Covid-19 U.S. Live Event Study in Collaboration with Dynata, n=2,000+

Over the next 12 months, 13% of the U.S. general population plans on attending a

live sporting event in person, while 25% do not plan to attend any live events for the

foreseeable future.

17%

13% 13%

12%

10%

MLB NFL NHL NBA MLS

Average

Planned

Attendance:

13%


Generation Z and Millennial fans are more likely to attend live sporting events moving

forward compared to individuals 35+. The younger generation of fans are also 3x more

likely than fans aged 35+ to think sponsors have an important role to play in developing

the “new normal” in the sports world.

8%

13%

20%

15%

17%

14%

4%

9%

Right away

1-2 Months

3-4 Months

5-6 Months

5-12 Months

1-2 Years

Never

2 Years +

Based on the current timeline

for business re-openings,

56% of the general

population is comfortable

returning to live events and

sports within 6 months,

compared to 65% of sports

fans in the same timeframe.

Aged 18-35

Aged 35+

Sports fans aged 18-35 think

sponsor involvement is 3x

more important compared to

fans aged 35+.

GENERAL POPULATION



How a team or league responds to the pandemic will have a lasting impact on

fandom.

The lack of live sports is increasing the demand; 14% of the general population are

more likely to watch sports highlights due to the temporary blackout,.

of Gen Pop are

more likely to

watch sports

highlights

48%

41%

34%

28%

19%

NFL MLB NBA NHL MLS

of Gen Pop agree or strongly agree that teams and leagues can lose them as a fan based on a poor pandemic response.

of Gen Pop agree or strongly agree that they will increase fandom of a particular team or league based on a positive pandemic response.


Nielsen Sports is the leading source of sports measurement and

analytics around the world, with solutions spanning cross-platform

media valuation, fan insights and digital & social analysis. With

unrivaled data, products and consulting services, Nielsen Sports is

uniquely positioned to help brands, leagues, teams, federations and

agencies optimize sponsorship portfolios and maximize investments

in sports. Nielsen Sports is part of Nielsen Holdings plc

(NYSE:NLSN) a S&P 500 company with operations in over 100

countries, covering more than 90% of the world’s population.

For more information visit

www.nielsensports.com


copyright © 2020 the nielsen company (us), llc. all...

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