Our research shows that certain sports enjoy high levels of interest in all countries, some have a high level of interest in some countries but not others, and some are like ski jumping. - the secret of its overall success lies in being named as an interest by relatively small numbers, but on a consistent basis across almost every country.  Other sports which also have notably low deviations across countries (although rarely at a high level of interest) include Sumo, sailing, rallying, karting, ice hockey, strongman and cross-country skiing.

Perhaps then, while the global sports scene is likely to continue to be dominated by a handful of big sports, minority sports that are seen as relatively extreme, or are more approachable (i.e. relatively transparent in their rules, or involving eye-catching physicality or technology – think ski-jumping, strongman, figure skating?) may have an important strategic role to play for global brands seeking expression of their global scope and brand values. Consider the success of sponsors like Red Bull in this kind of arena – Red Bull’s focus on ‘adrenaline sports’, including many events and achievements that blur or go beyond the traditional boundaries of sports sponsorship, are seen to figure in the top ten spontaneously-named sports sponsors in four of our countries, picking up mentions in every country - we suspect this is not unrelated to the dynamics of global (non-expert) sports audiences. In a future of increasingly on-demand and global engagement with sports media, the ‘ubiquitous niche’ sport will become as important as the ‘one-country wonder’.
As well as looking for sports, events and ‘challenges’ with global niche appeal, sponsors should also look for the rise of global ‘fusion’ sports that combine disciplines from around the world.

A pdf copy of the full report can be obtained, free of charge, by emailing the Production team.