Sports Poll has been tracking interest in the Olympics since the Winter Games in 1994. Interest has declined for each of the last five events following the 2012 Summer Games, yet the Olympics continue to provide greater access to new and casual sports fans than any other sporting event. With the Games moving to Europe in 2024 and 2026 and back to the US in 2028, there is an opportunity for the Olympics to take on an even greater role in building the next generation of sports fans.
Olympics Interest Tracking Down Since 2012
Following the 2012 Summer Games in London, interest has declined with each subsequent Olympics beginning with the 2014 Winter Games. There are plenty of explanations. People have more to do in their free time. Access to traditional TV is eroding. Time differences made events in Asia difficult to watch live. The two most recent games were also impacted significantly by the pandemic. Even with these declines, fandom for the Summer Olympics continues to rank higher than every sports property we track on Sports Poll. This held true during the 2021 Games as well.
The Olympics Builds Early Sports Interests for All Americans
We know from our research that the earlier someone becomes a sports fan, the more they engage over the rest of their life. Not everyone has the opportunity or desire to play sports or attend games though. The Olympics can provide a valuable entry point to sports fandom, especially for casual sports fans. The best athletes are competing, a wide variety of sports are available, and it’s the only time when most of the country is unified cheering for the same team. This all contributes to the Olympics serving as one of the best introductions for sports fans.
During the last Summer Games, over 2/3 of Americans said the Olympics were important to building their interest in sports. Even more impressive is that this was consistent across all major demos and fan levels. While the Super Bowl is the most popular single sporting event in the US, the Olympics provides greater access to people who aren’t into traditional sports.
Olympics Attract “light” and “non-fans” Who Rarely Follow the Major Sports
Someone can identify as a “non-sports fan” but still occasionally follow sports. We all have family or friends who don’t care much for sports but still show up to the Super Bowl party or turn in a March Madness bracket. The Olympics might be the best example of this dynamic. It attracts more light and non-fans than any single sports property. In 2021, nearly 1/3 of non-sports fans said they were interested in the Summer Olympics. This was three times higher than any of the major sports, which only registered around 10% with non-fans. Among light sports fans, nearly 2/3 were interested in the Summer Olympics. This was 1.5 times higher than the NFL, the biggest traditional sport with light fans.
When asked to name their favorite sporting event, most Americans name the Super Bowl. Light and non-fans prefer the Olympics though. Over half of all Americans who say the Olympics is their favorite event are light or non-fans. The biggest fans will tune in during the Games, just like they follow other marquee events during the year. The Olympics provide a rare opportunity to capture casual fans who just don’t care that much about sports for most of the year.
The “Olympic year” Bump Rarely Carries Over to Entire Sports Industry
We often hear sports executives tout “it’s an Olympic year” as a reason why overall sports fandom, TV ratings, or spending are tracking higher for the year. Overall sports fandom also happens to be trending up so far in 2024. How much of that is from the Olympics though? The “Olympic year bump” is mostly a myth – the Olympics rarely provide a halo for sports fandom over an entire year. At least for overall sports fandom. Over the past 30 years, sports fandom in Summer Olympic years is nearly identical to all other years. The greatest boost to fandom happens for the individual sports and athletes competing in the Games.
Olympics Provide Boost in Casual Fandom for Sports Playing in the Games
Over the past 30 years, sports that competed in the Olympics have often raised their fan levels during the Games. The lift is typically isolated to just casual fans though. Avid fandom is generally unchanged (beach volleyball being the one exception). In other words, the Olympics isn’t the best vehicle to drive new season ticket sales, but it is one of the best ways to expose new fans to sports they wouldn’t otherwise care about. With the next few Games moving to Europe and the US, there will be even more opportunities to leverage the Olympics to build the next generation of fans.
