Sports Advertising Market Trends & Quora Audience Insights
Table of Contents
Introduction to sports advertising
The most amazing thing about sports is its ability to unite people, even when they support different players. However, beyond this priceless facet, the sports industry can contribute substantially to economies–at both the global and local level.
The unifying power of sports has become a magnet for advertisers seeking to tap into the emotive connection that fans have with their teams and idols. This has led to a trend in sports advertising where global campaigns are not only omnipresent during live sports events but are increasingly integrated into the fabric of everyday fan engagement through digital platforms and interactive experiences. Brands are leveraging sports sponsorship and digital sports advertising to enact localized sports marketing strategies that resonate at a community level, while also maintaining a broader appeal that transcends national borders. They are investing in grassroots initiatives and smaller-scale sporting events, recognizing the potential for deep, localized impact while contributing to economic diversification and resilience.
Sports events are pivotal in catalyzing economic activity. Global sports advertising plays a central role in this economic stimulation, as it not only generates direct revenue through sponsorships and ad sales but also indirectly supports a wide range of sectors including hospitality, retail, and media. The ripple effect of sports-based marketing investments thus serves as a powerful engine for both global and local economies, making it an indispensable facet of contemporary commerce.
In this article, we’ll discuss the latest sports advertising trends and digital advertising strategies in sports marketing, as well as the benefits of sports advertising. We’ll also explore sports advertising examples and the opportunity for sports advertisers to score big on Quora, leveraging the platform’s engaged audience to drive meaningful results through targeted campaigns and sponsored content.
Global sports market stats & trends
The global sports market has various subcategories that impact different markets within the world economy. While submarkets like broadcasting, licensing, and sports sponsorship play a significant role in professional sports, others like sporting goods or food and nutrition–reliant on brand marketing and linked to professional sports through sponsorships– are critical consumer segments. Statista places the global sports equipment market alone at approximately $150 billion in 2023 and the global sports apparel market to be at around $200 billion, with both showing a very reliable growth trend.
More broadly, The Business Research Company estimates that the global sports market grew from $486.61 billion in 2022 to $512.14 billion in 2023, clocking a CAGR of 5.2%. The market research agency expects this figure to reach $623.63 billion by 2027.
Esports is more than a billion-dollar industry with room to grow, and it’s becoming an increasingly important part of sports advertising trends. Statista estimates the global esports market will surpass $1.87 billion by 2025, as it taps into a young, tech-savvy demographic that is highly engaged and globally connected.
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Major brands are capitalizing on this opportunity by securing media rights, sponsoring tournaments and teams, and recognizing esports as a platform that rivals traditional sports in terms of spectatorship and revenue generation. As live streaming services and online gaming platforms gain popularity, esports continues to break viewership records, positioning itself as a lucrative frontier for advertisers and investors looking to reach a diverse and expansive audience.
For marketers and brands that aim to claim a share of the growing sports advertising pie, having an optimal advertising and marketing strategy can make all the difference. This includes leveraging digital sports advertising, implementing targeted sports marketing strategies, and exploring innovative sponsorship opportunities. By staying attuned to the latest sports advertising trends and embracing the benefits of sports advertising, brands can effectively engage with passionate fan communities and drive meaningful business results. Successful sports advertising examples demonstrate the power of aligning brand messaging with the excitement and emotion surrounding live sports events, creating lasting connections with consumers and fostering brand loyalty.
Benefits and advantages of sports advertising
Sports advertising offers a multitude of benefits and advantages for brands looking to connect with a passionate and engaged audience. By aligning with sports content and events, advertisers can tap into the loyalty and enthusiasm of sports fans, creating powerful opportunities for brand awareness, engagement, and sales. Here are some of the key benefits of sports advertising:
Connecting with a loyal fanbase
Sports fans are known for their unwavering dedication to their favorite teams and athletes. Brands can forge strong associations with this loyal fanbase, benefiting from the positive emotions and commitment that fans feel towards their beloved sports and teams.
Building brand awareness
The widespread popularity and media coverage of sports provide an excellent platform for brands to increase their visibility and reach. Whether through digital advertising or sponsorships, sports advertising allows brands to get in front of a large and attentive audience, boosting brand awareness and recall.
Leveraging high viewership and live events
Sports events, particularly live games, attract massive viewership and engagement across various platforms. By advertising during these high-profile events, brands can capitalize on the excitement and energy surrounding the game, ensuring their message is seen by a large and engaged audience.
Driving sales and ROI
Sports advertising has proven to be an effective way to influence consumer behavior and boost sales. By creating engaging, memorable, and relevant advertising campaigns, brands can inspire action and drive measurable results.
Future of sports advertising
The global sports advertising market is on an upward trajectory, buoyed by the increasing commercialization of sports events and the expansive reach of digital media.
Sports sponsorship spending alone surpassed $105 billion worldwide in 2023, per Statista—a clear testament to the confidence brands place in the power of sports as a marketing vehicle. This segment is expected to grow to $189 billion by 2030, highlighting the significance of sponsorship as a key component of sports marketing strategies. Digital streaming and social media platforms have further fueled this growth, with surges across the colossal markets of international soccer, as well as US football and basketball, demonstrating the impact of digital sports advertising.
Basketball and football continue to dominate sports advertising trends due to their significant and engaged fan bases, with events like the NBA Finals and NFL games consistently drawing large TV and digital audiences. The star power of athletes in these sports, coupled with the cultural events surrounding key matches and live sports events, ensures that advertising remains a lucrative investment for sports brands aiming for maximum exposure.
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These sports provide prime opportunities for brands to leverage the benefits of sports advertising, such as increased brand awareness, emotional connections with fans, and the ability to target specific demographics.
As the sports advertising landscape continues to evolve, it is crucial for brands to stay attuned to the latest trends and adapt their strategies accordingly. This may involve exploring innovative sponsorship opportunities, leveraging emerging platforms like esports, and developing targeted digital campaigns that speak directly to the interests and preferences of sports fans. By embracing the benefits of sports advertising and implementing data-driven marketing strategies, brands can effectively navigate this dynamic and lucrative space, forging lasting connections with passionate fan communities and driving meaningful business results.
World’s most valuable sports teams
Dallas Cowboys
$6.5 Billion
New York Yankees
$6 Billion
New York Knicks
$5.8 Billion
Golden State Warriors
$5.6 Billion
Los Angeles Lakers
$5.5 Billion
Real Madrid
$5.1 Billion
FC Barcelona
$5 Billion
How much does a Super Bowl ad cost in 2024?
Super Bowl ad prices have skyrocketed over the years.
The average cost of a 30-second Super Bowl TV ad spot in 2024 is $7 million, on par with the high prices of last year’s game. A Grand View Research study projects the global sports technology market to reach $55.14 billion by 2030, with a CAGR of 20.8%.
The convergence of live sports, interactive content, and personalized advertising through advanced data analytics is revolutionizing the way brands connect with audiences, making sports advertising one of the most dynamic and profitable sectors in the advertising industry.
How does the growing popularity of cricket contribute to rising advertising costs?
According to Media and Industry estimates, almost Rs 2,500 crore of advertising money is riding on the ODI Men’s World Cup this year, nearly twice the amount spent four years ago. The asking rate on digital for the 2023 Cricket World is estimated at Rs 230-250 per thousand impressions, compared to around Rs 140-150 per thousand impressions during the 2019 Cricket World Cup, which translates into an increase of around 64-67%.
As the popularity of cricket grows, leading tournaments are now slated to be hosted in the US too. The International Cricket Council unveiled the 34,000-seat temporary modular stadium that will host Men’s T20 World Cup matches in the summer of 2024 at Eisenhower Park on Long Island, N.Y. Further, the World Cup, which will primarily be held in the West Indies, will also have some matches played in Texas and Florida too.
Strategies for effective sports advertising campaigns
A University of Kansas report states that sports marketing across multiple digital touch points is crucial for facilitating effective communication and engagement between sports organizations, sports teams, and their fans to support business and team growth.
Here are some leading trends that are emerging as digital sports advertising and marketing evolve:
Social media influencer partnerships
Athletes and sports personalities with significant online followings are being tapped as influencers to endorse products and brands. The authentic connection between these influencers and their followers offers a high engagement rate and targeted reach for sports-related advertising campaigns.
Sustainability and social responsibility
Sports advertising has transcended traditional boundaries, with sustainability and social responsibility becoming increasingly significant components of brand messaging. As public awareness around environmental and social issues grows, companies are aligning with sports entities that embody these values, recognizing that their advertising efforts can drive positive change while also enhancing brand loyalty.
AR and VR experiences
Immersive technologies like AR and VR are being used to create engaging fan experiences, such as virtual stadiums or interactive games, providing innovative avenues for digital advertising within the sports sector.
Multi-platform campaigns
With the recognition that sports fans are active across multiple digital platforms, advertisers are crafting campaigns that span social networks, mobile apps, streaming services, and online gaming. This approach ensures a consistent brand presence wherever the audience’s attention may be, from live-posting during events to in-app advertising during games.
Leveraging online communities
Sports advertisers can tap into the knowledge-rich environments of online communities like Quora by engaging in topics where passionate fans congregate. By providing insightful answers and sponsoring high-quality content related to sports, brands can build credibility and trust among enthusiasts. This targeted approach allows advertisers to connect with a highly engaged audience, establishing thought leadership and brand affinity within specific sports niches.
Sports advertising on Quora
Over 400 million monthly unique visitors come to Quora to explore issues, share knowledge, and engage in discussions around a variety of topics. By empowering people to share their knowledge with a large audience, Quora is uniquely positioned as a high-intent destination.
Some of Quora’s key components include:
Gathering communities around questions
Athletes and sports personalities with significant online followings are being tapped as influencers to endorse products and brands. The authentic connection between these influencers and their followers offers a high engagement rate and targeted reach for sports-related advertising campaigns.
Fostering conversations
Quora energizes sports fans with dynamic discussions across a wide spectrum of sports Topics. From favorite teams to strategy analyses, users engage in vibrant conversations, sharing insights and opinions. This fosters an inclusive community around all things sports-related, creating a captive audience for sports advertisers and marketers to share their content.
Capturing high intent
What makes Quora unique is why people come to the platform. It’s not a search engine and it’s not social media. It’s a high-intent destination somewhere in between—where people conduct research, evaluate products, ask for tips, and learn more about the world. People on Quora are actively seeking solutions, making it a premiere destination for thought leadership content about your company, products, competitors, and industry.
Quora is a hub for sports fans:
46%
are interested in watching sports
33%
follow sports on social media
67%
more likely to be sports fans
And their interest has accelerated in recent times. The following sports topics saw YoY view spikes as Quora users worldwide tuned in to cheer for their favorite teams:
+2132%
Superbowl LVII
+246%
2023 FIFA Women’s World Cup
+151%
Rugby World Cup
+123%
Michigan State Football
+89%
ICC Cricket World Cup
+68%
Ohio State Football
+34%
Rugby
+28%
Michigan Football
+10%
Wimbledon Championships
+6%
Indian Premier League (IPL)
Popular sports topics on Quora
Sports
53.3M Followers
Tennis
1.5M Followers
Association Football
1.8M Followers
American Football
487.6K Followers
NFL
719.5K Followers
NBA
994.3K Followers
FIFA World Cup
516.6K Followers
Hockey
316K Followers
Golf
580.9K Followers
Cricket
1M Followers
Get your brand’s message in front of over 400 million monthly unique visitors on Quora.
Quora’s global sports audience stats
US
Sports hold a revered place in American culture, serving as both a unifying force and a reflection of the country’s values of competition, perseverance, and teamwork.
Major events like the Super Bowl and the NBA Finals have evolved into cultural phenomena that transcend the games themselves, becoming national touchpoints for celebration and dialogue. From youth leagues to professional franchises, sports are deeply interwoven into the social fabric of American life, shaping identities and community bonds.
Most popular sports followed by Quora users in the US
39%
are interested in watching sports
26%
are sports fans
33%
follow sports on social media
51%
follow the NFL
25%
follow the FIFA World Cup
21%
follow the Australian Open
20%
follow the NHL
Sports-related content views in the US
Get your brand’s message in front of 147 million monthly unique visitors on Quora in the US.
Europe
Europe has always demonstrated a strong and enduring passion for sports. The enthusiasm has remained strong even in recent times, with fans flocking to gyms and stadiums, as highlighted in the Mastercard Sport Economy Index 2023.
The survey of over 11,000 Europeans for the second consecutive year indicates increased attendance at live sporting events (+12pp) and regular exercise (+10pp) in 2022 compared to 2021, emphasizing sports’ continued significance in society across the region.
Most popular sports followed by Quora users in Europe
37%
are interested in watching sports
30%
more likely to be sports fans
22%
follow sports on social media
49%
follow the FIFA World Cup
37%
follow the UEFA EUROs European Football Championships
28%
follow Wimbledon
Soccer related content views in Europe
Get your brand’s message in front of 48 million monthly unique visitors on Quora in Europe & the UK.
APAC
India
Although Hockey is India’s national sport, interestingly, the country has always been crazy about cricket. With its strong Indian national cricket team and national T-20 tournaments, it has regularly fuelled its fans’ enthusiasm in live cricket and tracking the live cricket score.
Nevertheless, the country also excels in field hockey, having achieved World Cup victories and multiple Olympic medals. In addition, India embraces various sports, including golf, rugby, boxing, kickboxing, mixed martial arts, motorsport, wrestling, and basketball.
Most popular sports followed by Quora users in India
48%
are interested in watching sports
55%
more likely to be sports fans
37%
follow sports on social media
72%
follow IPL
63%
follow the Cricket World Cup / World Twenty20
53%
follow the FIFA World Cup
International Cricket content views in India
Get your brand’s message in front of 100 million monthly unique visitors on Quora in India.
Southeast Asia
The sporting community in Southeast Asia enjoy following a mix of traditional home-grown sports and those that originated in the west too.
According to Statista, the total revenue in the Sports market is projected to grow at a CAGR of 11.49% between 2022-2027, to reach a projected $14.51 million by 2027.
Most popular sports followed by Quora users in Southeast Asia
42%
are interested in watching sports
34%
more likely to be sports fans
33%
follow sports on social media
58%
follow the FIFA Football World Cup
28%
follow the UEFA EUROs European Football Championships
Sports-related content views in Southeast Asia
Get your brand’s message in front of 29 million monthly unique visitors on Quora in Southeast Asia.
Australia & New Zealand
Sports like Australian Rules Football, Rugby, Soccer, Cricket, and Tennis have dominated the sporting scene in Australia and there is a considerable overlap in the team sports followed in New Zealand too.
Iconic events like the America’s Cup and the Melbourne Cup have contributed to shaping the region’s international identity.
Most popular sports followed by Quora users in Australia & New Zealand
40%
are interested in watching sports
24%
are sports fans
22%
follow sports on social media
72%
follow IPL
38%
follow the FIFA World Cup
38%
follow the Australian Open
28%
follow Wimbledon
26%
follow the AFL
Sports-related content views in Australia & New Zealand
Get your brand’s message in front of 12 million monthly unique visitors on Quora in Australia & New Zealand.
Middle East
More recently, the Middle East has emerged as a significant force in global sports, attracting athletes, teams, and fans due to its strategic location, top-notch infrastructure, and substantial investments.
The growing popularity of sports in the region has been driven by economic factors, athletic achievements, and increased involvement in international football, with initiatives like sponsorship, club ownership, and broadcasting rights purchases.
Most popular sports followed by Quora users in the Middle East
48%
are interested in watching sports
43%
more likely to be sports fans
37%
follow sports on social media
61%
follow the FIFA World Cup
31%
follow IPL
30%
follow the UEFA EUROs European Football Championships
Sports-related content views in the Middle East
Get your brand’s message in front of 10 million monthly unique visitors on Quora in the Middle East.
Hit a home run with Quora Ads
Sports marketers can leverage Quora’s vast user base and engagement opportunities to effectively promote their brands. With millions actively seeking sports-related solutions on Quora, it becomes an ideal platform for showcasing products and building awareness. By participating in relevant conversations, sports marketers can foster personal connections and position their brands as thought leaders, enhancing credibility and trust. Quora’s enduring content impact, highlighted by the “Quora flywheel effect,” ensures ongoing relevance and the ability to influence and generate leads over time. The platform’s capacity to educate and inspire users through ads further strengthens brand authority. Targeting, informing, and converting leads within Quora aligns with the informed decision-making nature of its user base, making it a strategic tool for sports marketers during consumers’ research and decision-making phases.
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