The sports industry, valued at an estimated $2.65 trillion globally, isn’t just big business for teams, leagues, and sponsors. It’s a high-impact opportunity for brands across virtually every sector. From apparel and beverages to automotive, travel, and quick-service restaurants, sports fandom translates directly into spending.
Last year, household spending on sports hit a record high, with consumers allocating an average of $1,122 annually. Whether they’re buying tickets, gear, tailgating supplies, or booking travel for big games, sports fans are active shoppers with clear intent. For marketers, that means the key to unlocking value from these audiences lies in combining passion with purchase behavior—and leveraging quality data to do it.
Here’s how brands can use data-driven strategies to reach key segments of the sports and tailgating community.
Connect with Sporting Event Goers
Live sporting events remain a cultural phenomenon, drawing millions of fans worldwide who crave the experience of seeing their favorite teams and athletes up close. These audiences are planners and spenders, often booking travel, lodging, and premium seating well in advance. They’re also highly connected and likely to share their experiences on social media, amplifying a brand’s reach beyond the venue itself. Marketers can tap into this momentum with personalized offers that align with the event experience, from exclusive access and discounts to gameday essentials.
Targeting Tip: Looking to connect with UK sports fans who prefer to watch the action in person? Consider an audience segment like “UK Experian - Interest (Affinity) - Interests, hobbies and travel - How I spend my free time - Sporting events.”
Connect with Basketball Fans
Basketball fans represent a powerful demographic known for their loyalty to both teams and lifestyle brands. These audiences often extend their fandom beyond the court by engaging in social media commentary, participating in fantasy leagues, and investing in merchandise. For marketers, this means basketball fans are primed for omnichannel engagement that stretches from linear TV and streaming to digital platforms and retail experiences. Activating this audience with relevant creative, especially around key game moments, can help drive brand affinity and sales.
Targeting Tip: Looking to connect with U.S. basketball fans who enjoy watching from the comfort of their own living rooms? Consider an audience segment like “US MARS Consumer Health - Media and Entertainment - TV and Video Services - NBA Basketball Watchers.”
Connect with Hockey Fans
Hockey fans are known for their deep-rooted loyalty and community spirit, especially at the collegiate level where regional pride runs high. Whether following their alma mater or supporting a local team, these audiences are highly engaged and often active participants in related activities, from booster clubs to alumni events. Brands that align with this sense of identity by offering products or experiences tied to tradition, pride, or local culture can build lasting connections with hockey fans across digital and real-world channels.
Targeting Tip: Looking to connect with global hockey fans who prefer to watch at the collegiate level? Consider an audience segment like “Global TL1MKT - Interest - Sports - College Hockey.”
Connect with Sports Betting and Gambling Audiences
The legalization and mainstream acceptance of sports betting has opened up a new frontier for marketers. Sports bettors represent a data-rich audience segment, often seeking real-time information, predictive insights, and interactive content. They’re also highly mobile, engaging with betting apps and platforms before and during games. Brands that provide value—whether through content, exclusive offers, or betting-related experiences—can tap into this highly engaged, transaction-ready audience in a compliant and responsible way.
Targeting Tip: Looking to connect with sports betting audiences who like to place their wagers online? Consider an audience segment like “US Media Source Solutions - Interest - Browser Activity - Gambling - Sports Betting.”
Connect with the Sports Nightlife Crowd
Sports and nightlife have long gone hand-in-hand, with fans flocking to sports bars, pubs, and restaurants to catch big games in a communal setting. This crowd is seeking more than the game-day action. They’re seeking atmosphere, social connection, and a sense of occasion. For marketers, this presents an opportunity to connect with audiences who are receptive to food, beverage, and entertainment offers tied to sporting events. Tailored messaging that speaks to the experience, such as a game-day special or a branded watch party, can resonate with this community.
Targeting Tip: Looking to connect with sports fans who enjoy watching from the comfort of their local sports pubs? Consider an audience segment like “US Wiland Ultimate - Likely to Frequent - Sports Bars - PwrBy Amex_UAA0415.”
The Sports and Tailgating Audience Guide
So, how can brands targeting sports and tailgating audiences reach their best target customers and influence sports fans more effectively? From building awareness to driving transactions, the Eyeota Sports & Tailgating Audience Playbook [LINK] has the personas and profiles you need to identify, reach, and engage your target audience on all digital media channels, including audio, connected TV, digital out-of-home, display, mobile, and social channels. Discover addressable digital audience profiles to target your ideal customers such as:
- Sports Betting & Gambling Audiences
- Grilling and BBQ Audiences
- Nightlife Audiences
- And more
Connect with the Data Desk to request your custom audience targeting strategy today!
