Quora Insights

Sports Advertising Market Trends & Quora Audience Insights

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 where global sports advertising campaigns are not only omnipresent during live events but are increasingly integrated into the fabric of everyday fan engagement through digital platforms and interactive experiences. Brands are leveraging this aspect to enact localized 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 digital advertising trends in sports marketing, as well as the opportunity for sports advertisers to score big on Quora.

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 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. 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. 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.

Sports advertising market outlook

The global sports advertising market is on an impressive 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. 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.

Basketball and football continue to dominate sports advertising 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, ensures that advertising remains a lucrative investment for sports brands aiming for maximum exposure.

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.

Statistic: Average cost of a 30-second Super Bowl TV commercial in the United States from 2002 to 2023 (in million U.S. dollars) | Statista
Find more statistics at Statista

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.

Sports advertising digital trends

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

Questions are the heart of Quora. It’s a place where fans can ask questions that matter to them and get answers from other sports enthusiasts who share what they know. It also enables brands to participate in discussions and offer insights and information that can position them as thought leaders in their industry.

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)

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.

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

Get your brand’s message in front of 147 million monthly unique visitors on Quora in the US.

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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.

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

Get your brand’s message in front of 48 million monthly unique visitors on Quora in Europe & the UK.

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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.

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

Get your brand’s message in front of 100 million monthly unique visitors on Quora in India.

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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.

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

Get your brand’s message in front of 29 million monthly unique visitors on Quora in Southeast Asia.

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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.

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

Get your brand’s message in front of 12 million monthly unique visitors on Quora in Australia & New Zealand.

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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.

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

Get your brand’s message in front of 10 million monthly unique visitors on Quora in the Middle East.

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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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