About YouGov SportsIndex and what we do

SportsIndex is one of YouGov Sport’s signature tools, housed within YouGov BrandIndex. It operates in 35 markets around the world, tracking 200 key domestic and international competitions across more than 30 sports. A core of 21 properties is tracked in every market, allowing for international comparison. Many other events, leagues and tournaments appear in multiple markets; while some competitions are tracked only in the country which hosts them. In every market, YouGov takes a list of the leading sports properties – a mix of domestic and international events, competitions and leagues – and, based on 700,000+ surveys annually, measures the public’s perceptions of them. Every day, and for every property on our list, we track 16 separate brand metrics, providing a treasure chest of data for sports marketers and administrators. SportsIndex provides our clients the capability to do everything from measuring the effect of yesterday’s news headlines to establishing a season-on-season trend stretching back years. And because it operates internationally, users can track and compare properties across the world.

Our data

The 2025 Buzz Report provides insight into all of the sports events we monitor against just one of the 16 metrics we measure – ‘Buzz’. Every day, we ask 100 people these questions... "Over the PAST TWO WEEKS, which of the following sporting events/leagues have you heard something POSITIVE about (whether in the news, through advertising, or talking to friends and family)? Now which of the following have you heard something NEGATIVE about over the PAST TWO WEEKS?” From the answers we collect, we derive a Net Buzz score for each sport property.

What’s a Buzz Score?

 Our Buzz score is the difference between the percentage of respondents hearing positive news and the percentage hearing negative news about an event in the previous two weeks. So, depending on what’s going on, an event’s Net Buzz score can reveal whether conversations around a property are positive or negative at a point in time.

Foreword & key takeaways

In 2024, the sports world was dominated by two of the most globally anticipated events — the Summer Olympics in Paris and UEFA Euro 2024 — each of which only comes around once every four years but commands massive worldwide attention. The Paris Olympics delivered unforgettable moments, with record-breaking performances, historic firsts, and a backdrop of iconic venues that showcased the best that global sport has to offer. Meanwhile, UEFA Euro 2024 reaffirmed football’s grip on the world stage, as Europe’s top national teams battled in front of millions of fans, both in packed stadiums and on screens across the globe. Beyond these rare global spectacles, other top sports properties continued to generate significant Buzz. Overall, YouGov Sport’s 2025 Buzz Report highlights the sport properties that captured the most positive attention throughout the year — we look forward to seeing what the year ahead has in store! Let’s take a deep dive into the most influential sports in key countries across different continents.

 

Americas

Brazil

Brazil’s sports scene remains deeply rooted in football. The Brazilian Championship A Series led the rankings with a peak buzz score of 51.9, reinforcing the country’s passion for domestic football. The Olympics (39.3) and Formula One (F1) (32.6) also captured significant attention. Notably, the Brazilian Championship B Series and Brazilian Volleyball Super League made it into the top 10, showcasing a growing interest in other sports beyond football.

Canada

The National Hockey League (NHL) was the undisputed leader in Canada with a peak buzz score of 27.0, reaffirming the country’s love for hockey. The Olympics (18.8) and the National Football League (NFL) (13.3) followed, indicating strong interest in international competition. Women’s sports also gained traction, with the Women’s National Basketball Association (WNBA) making the top 10.

Colombia

Colombians were captivated by the Olympics (59.5) and the Tour de France (49.6), highlighting the nation's growing enthusiasm for global sporting events. The Colombian Women's Football League earned a notable spot (29.2), reflecting the rise of women’s football in the country. Additionally, European football leagues, such as La Liga and the English Premier League (EPL), continued to attract Colombian fans.

Mexico

In Mexico, the Olympics (50.6) topped the rankings, but football was a dominant force. Liga MX (38.6) and its women’s counterpart, Liga MX Femenil (28.3), ranked high, demonstrating the sport’s strong cultural impact. The inclusion of AAA Lucha Libre Worldwide in the rankings (16.0) showcased Mexico’s continued love for professional wrestling.

United States

The Olympics (33.7) led in the U.S., but major American leagues were not far behind. The NFL (24.5), MLB (20.9), and NBA (17.3) all had strong performances. The WNBA (18.7) also secured a high ranking, reflecting its increasing popularity. Notably, college basketball (NCAA Division 1) (13.4) made the list, underscoring the deep-rooted culture of collegiate sports in America.

Europe

France

With Paris hosting the Olympics, it’s no surprise that it topped France’s rankings (58.7). The Paralympics (48.0) and Tour de France (40.3) followed, reinforcing France’s strong connection to international events. Domestic football was also significant, with Ligue 1 and Coupe de France making the top 10.

Germany

Germany saw high engagement in global competitions, with the Paralympics (25.1), UEFA European Championship (22.3), and Olympics (21.2) leading the rankings. The Bundesliga remained the dominant football league, while the Four Hills Tournament (ski jumping) showed the nation’s affinity for winter sports.

Italy

Italy’s rankings were led by the Paralympics (44.8) and Olympics (41.0). Cycling remained a major draw, with the Giro d'Italia (36.2) and Tour de France (24.8) ranking high. Motorsport was also popular, with Formula One (33.1) and MotoGP (26.5) making a strong impact.

Spain

The Olympics (46.8) topped Spain’s list, followed by La Liga (31.4), reinforcing football’s dominance in the country. The inclusion of La Vuelta (25.0), Spain’s premier cycling race, and Formula One (23.3) further highlights the diverse sporting interests of Spanish fans.

United Kingdom

The Olympics (42.3) and Wimbledon Championships (28.6) were the UK’s most talked-about events. Rugby also played a key role, with the Six Nations Rugby Championship making the top five. Meanwhile, the English Premier League (EPL) (17.3) continued to be a major talking point among fans.

 

Asia Pacific

Australia

Australia’s rankings were topped by the Olympics (44.4) and Paralympic Games (31.9). The Australian Open (31.3) was the most significant tennis event, while Australian Football League (AFL) maintained a strong presence with the AFL Women’s and Men’s State of Origin Series ranking in the top 10.

China

China’s list was led by the Olympics (32.7) and the China Table Tennis Super League (32.3), reflecting the nation’s passion for table tennis. The League of Legends Pro League (LPL) (17.4) demonstrated the growing impact of esports in China, while traditional sports like the Chinese Basketball Association and Formula One also had strong followings.

India

Cricket dominated in India, with the ICC Cricket World Cup (61.1) and Indian Premier League (IPL) (59.7) achieving the highest buzz scores of any sport in the world. Other sports like Pro Kabaddi League (25.0) and Indian Women’s League (19.8) also ranked well, highlighting the increasing diversity of Indian sports culture.

Japan

Baseball was Japan’s biggest draw, with Major League Baseball (MLB) (20.9) and the World Baseball Classic (12.2) leading the way. Traditional sports like sumo wrestling may not have ranked, but events like the Olympics (10.8) and Formula One (6.6) showed continued international interest.

South Korea

The Olympics (32.3) led in South Korea, followed by the English Premier League (EPL) (25.3), indicating a strong interest in international football. The KBO League (22.4) and K-League (20.3) highlighted the domestic love for baseball and soccer, while esports made its mark with the League of Legends Champions Korea (LCK) (14.3).

Conclusion

The 2025 Global Sports Buzz Rankings highlight the diversity of sporting interests worldwide. From football in Brazil to cricket in India and baseball in Japan, each country has its own sporting heartbeat. Understanding these trends provides valuable insight into the ever-evolving global sports landscape, shaping marketing strategies and fan engagement efforts worldwide.