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Nielsen Sports Japan's 2025 Global Sports Report

On July 24th, Nielsen Sports Japan released its 2025 Global Sports Report, shedding light on three main mega trends that are redefining strategies in sports and sponsorship markets. The report is a comprehensive analysis, aimed at providing brands, rights holders, and marketers with a data-driven roadmap to succeed in the rapidly evolving global sports arena.

Key Trends Identified in the Report

The report highlights three irreversible trends currently shaping the sports landscape, each presenting unique opportunities and challenges:

Trend 1: The Irresistible Allure of Soccer Business

Soccer, the world's most popular sport, continues to hold its ground as a driving force for brands. With an impressive 51% of people globally identifying as soccer fans, the influence of this sport is unparalleled. The staggering fan populations in Asia, particularly in China (around 259.7 million) and India (approximately 138.7 million), showcase the massive market potential. Countries like Saudi Arabia (75%), Mexico (64%), and Brazil (62%) demonstrate exceptionally high fan engagement percentages. In Europe, countries such as the UK (56%), Italy (56%), Spain (59%), and Germany (51%) also boast stable popularity.

The report reveals crucial insights about soccer fans, notably their strong receptiveness and affinity towards sponsor brands:

• - Brand Affinity: A remarkable 67% of soccer fans find brands sponsoring their favorite tournaments