SponsorPulse offers context on demographics primed for Olympic messaging

The GIST: The Olympics are well underway, but there’s still key emerging data around the Games that can inform future marketing strategies. Sponsorship insight platform SponsorPulse analyzed demographic data from four different countries — the U.S., Canada, U.K., and France — and offered insights on the audience tuning in to Paris 2024.

The metrics: To determine which demographics are most open to brand messaging around the Olympics, SponsorPulse assigns groups an opportunity score, which combines seven key metrics including what sports fans engage with, how intensely they follow sports, and their favorability about brands sponsoring sports. Let’s dive in.

💥 Fierce Olympic fandom faces little competition in Canada and France, especially compared to the U.S. and UK. Fans of the Winter Olympics rank only behind NHL fans in Canada, while French supporters of the Summer Games only trail those tuning into the Tour de France.

• Meanwhile, the Summer Games rank sixth in opportunity score among U.S. fans and eighth among those in the UK, which is essentially dominated by soccer. A clean (data) sheet.

🎾 Those who play tennis, basketball, and hockey are primed to engage with the Olympics. Additionally, people with larger incomes drew higher scores in the U.K. and France, while men over the age of 50 recorded high scores in Canada and France.

✨ Those who tuned into award shows or bought high-performance athleticwear are more likely to tune into the Games. Unsurprisingly, people who purchased sporting goods were also primed for Olympic messaging, and in the U.S. and U.K., those involved in the metaverse and NFT space were especially ready for Olympic crossovers. Know your customer.