A data profile of the people who buy, follow and care about American football in Belgium — modelled from more than twelve digital signal sources. American football has an estimated audience of 1,211,617 people in Belgium.
The average American football fan in Belgium is 37.0 years old, more male, and lives primarily in Antwerp.
The audience is concentrated in Antwerp, East Flanders, West Flanders.
Top brand affinities include Challenger Pro League, SK Beveren, Bild, with strongest over-indexing on Challenger Pro League (1.86× the country average).
Demographically, the American football audience skews more male with an average age of 37.0, and over-indexes on personality traits such as Travelling, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical American football fan in Belgium is more male, around 37.0 years old, with strong Travelling tendencies and a notable affinity for Challenger Pro League.
The key figures that characterise the American football profile in Belgium.
37.2% are female, 62.8% are male, average age 37.0.
| Metric | Value |
|---|---|
| Female | 37.2% |
| Male | 62.8% |
| Average age | 37.0 |
| Estimated audience size | 1,211,617 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 23% | |
| 30-39 | 17% | |
| 40-49 | 18% | |
| 50+ | 17% |
of the worldwide American football audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 34.4% |
| Japan | 4.5% |
| Italy | 4.4% |
Where the American football audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Flanders | ~200K | 1.82× | |
| 02 | Antwerp | ~200K | 1.75× | |
| 03 | East Flanders | ~200K | 1.69× | |
| 04 | Limburg | ~90K | 1.57× | |
| 05 | Flemish Brabant | ~200K | 1.49× | |
| 06 | Brussels | ~80K | 0.94× | |
| 07 | Luxembourg | ~30K | 0.81× | |
| 08 | Walloon Brabant | ~20K | 0.79× | |
| 09 | Province of Namur | ~40K | 0.78× | |
| 10 | Liege | ~70K | 0.64× | |
| 11 | Hainaut | ~80K | 0.61× |
The strongest cross-interests of the American football audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | De Gelderlander | News | 2.50× | ||
| 02 | Eredivisie | Sports | 2.33× | ||
| 03 | Autoweek | Cars & Mobility | 2.25× | ||
| 04 | Balen | Travel & Leisure | 2.25× | ||
| 05 | Eindhovens Dagblad | News | 2.21× | ||
| 06 | Challenger Pro League | Sports | 1.86× | ||
| 07 | Club NXT | Sports | 1.86× | ||
| 08 | Circuit Paul Armagnac | Sports | 1.81× | ||
| 09 | Bild | News | 1.73× | ||
| 10 | NPO 1 | Movies & TV | 1.72× | ||
| 11 | Food chain | Food & Beverages | 1.71× | ||
| 12 | Belgian Football | Sports | 1.66× | ||
| 13 | F.C.V. Dender E.H. | Sports | 1.65× | ||
| 14 | VoetbalNieuws.be | Sports | 1.64× | ||
| 15 | SK Beveren | Sports | 1.63× | ||
| 16 | Lommel SK | Sports | 1.63× | ||
| 17 | Radio 2 (Netherlands) | Music & Radio | 1.57× | ||
| 18 | Construction worker | Business & Career | 1.57× | ||
| 19 | RV park | Cars & Mobility | 1.52× | ||
| 20 | Romelu Lukaku | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.05× | |
| Design Affinity | PREMIUM | 0.94× | |
| Early Adopter Mentality | POWER | 0.87× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.57× | |
| Patriotism | CONSERVATISM | 0.73× | |
| Social Media Usage | JOY | 0.85× |
American football has an estimated audience of 1,211,617 people in Belgium, concentrated in Antwerp and East Flanders.
37.2% of American football fans are female, 62.8% are male, with an average age of 37.0 years.
American football fans show strongest brand affinity for Challenger Pro League (1.86×), SK Beveren (1.63×), and Bild (1.73×) over the country average.
American football fans in Belgium are most concentrated in Antwerp (reach ~200K), East Flanders (reach ~200K), and West Flanders (reach ~200K). These three regions account for the largest share of the active audience.
Beyond American football itself, the audience over-indexes on SK Beveren (1.63×), Bild (1.73×), Food chain (1.71×), and Lommel SK (1.63×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for American football. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Belgium. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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