Sports Marketing Surveys Inc. release survey results

Independent research firm SPORTS MARKETING SURVEYS INC. releases results of a ground-breaking participation study across 27 sports in 21 countries worldwide.

The research has been conducted over a two-year cycle. The figures cover countries in six continents, namely: Argentina, Australia, Belgium, Brazil, Canada, China, Denmark, Finland, France, Germany, India, Japan, Netherlands, Norway, Poland, Sweden, Russia, South Africa, Switzerland, the United Kingdom and the USA.

“This research gives brands invaluable data and detailed insight into one of the key questions of ‘who is doing my sport’ critical to demand forecasting, planning and identification of potential areas for growth across many key sports. Comparative findings on this scale has not been available in this detail on such an international scale,” said John Bushell, Managing Director, SPORTS MARKETING SURVEYS INC.


The intricate findings generated by this study are of vital importance to brands in understanding the international consumer market in their sports. Meanwhile, federations and governing bodies can explore the starting age and play frequency of current participants while also monitoring the sports competing for players’ time and targeting new demographics for potential growth.

The research explores the rates of participation in unprecedented depth, delving into details such as age, gender and socio-economic group.

Results from the 63,000 households surveyed or 3,000 per market are now available for interested parties, and reports can be individually tailored to all of the listed countries and sports by request.