YouGov Sport Reveals The UK’s Sports Events Creating The Biggest Buzz

Research released recently by YouGov Sport (SMG Insight) reveals what it calls the UK’s 'buzziest' sports teams, events and leagues from 2018. The data, reported in the organisation’s sixth annual SportsIndex Buzz Report, shows a remarkable comeback from the FIFA World Cup – from almost the bottom of the rankings to the very top. England’s national football side also returned a record score, propelling them into the top ten for the first time, beating previous high scores almost before they kicked a ball. 

The report reveals strong showings for a number of major international sports events including the Winter Olympics, the Commonwealth Games and the Six Nations Championship. But some of these come at the expense of domestic properties, with Wimbledon, the FA Cup and the Premier League all falling slightly down the rankings.  

Calculating an average score over a four-year cycle for each mega-event, it is the Summer Paralympic Games which scores most highly, beating the Summer Olympics into second place. 

Free-to-air events make up all of the top six and seven of the top ten ranked events, suggesting a strong relationship between accessibility and positive chatter. 

Frank Saez, founder and Managing Director of YouGov Sport (SMG Insight) says the rankings are a powerful tool for sports marketers. 

“In the short term, we see the domination of big global quadrennial events but over the term of a four-year cycle, it’s the annual events which record the highest average scores and perhaps offer the better value to partners.”

“A golden thread runs through the reliably highest scoring international and overseas events. It’s British success. Sky’s wins have seen the Tour de France put itself in our top ten, people love the Ryder Cup when Europe wins and tennis events always score more highly if British players do well at them. The best investment we can make in our sports events is in our athletes. If they win, the events win.”

Further information can be found here