Rascasse Audience Intelligence

Sunderland A.F.C. Fan Demographics in United Kingdom

Sunderland A.F.C. has an estimated audience of 2.5M people in United Kingdom.

#58among Soccer in United Kingdom
#29among teams in United Kingdom
#203in Sports

The average Sunderland A.F.C. fan in United Kingdom is 42.8 years old, more male, and lives primarily in North East.

By number of fans, Sunderland A.F.C. ranks #13 among the 20 Premier League teams in United Kingdom — 0.6× the group median.

Its fans are 2.5 years older than the group average of 40.3.

Women make up 34.2% of the fan base, 3.0 percentage points more than the group average.

Compared with the other 19 Premier League teams, Sunderland A.F.C. fans stand out for their interest in Fabio Borini, Sunderland Echo and Heatmiser.

In Q3/2026, search interest was +30.8% on the same quarter a year earlier; the median across the group was +8.5%.

Most fans live in North East, Scotland, North West.

Top affinities include Fabio Borini, Sunderland Echo, Heatmiser, with strongest over-indexing on Fabio Borini (25.45× the country average).

Demographically, the Sunderland A.F.C. audience skews more male with an average age of 42.8, and over-indexes on personality traits such as Family Orientation, Community Orientation.

The typical Sunderland A.F.C. fan in United Kingdom is more male, around 42.8 years old, with strong Family Orientation tendencies and a notable affinity for Fabio Borini.

Category: Sports · Type: Team · Subtype: Soccer

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
2.5M
in United Kingdom
Gender
34.2%♀
65.8% male
Age
42.8
average years
Country rank
#3138
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Demographics of Sunderland A.F.C. fans

34.2% are female, 65.8% are male, average age 42.8.

Fig. 02

Gender split

34.2%
Female
65.8%
Male
Demographic split for Sunderland A.F.C. audience in United Kingdom
MetricValue
Female34.2%
Male65.8%
Average age42.8
Estimated audience size2.5M
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the Sunderland A.F.C. audience in United Kingdom
Age bracketShare%
16-2413%
25-3419%
35-4419%
45-5421%
55+28%
Fig. 04

Worldwide distribution

25.7%

of the worldwide Sunderland A.F.C. audience comes from United Kingdom.

Worldwide audience distribution share by country for Sunderland A.F.C.
CountryShare
United Kingdom25.7%
Brazil6.1%
United States5.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Sunderland A.F.C. fans by region: top regions in United Kingdom
#RegionReachAffinity×
01North East~800K8.53×
02Scotland~200K0.95×
03Northern Ireland~60K0.91×
04Wales~80K0.72×
05North West~100K0.50×
06Yorkshire and the Humber~100K0.49×
07East Midlands~60K0.32×
08Greater London~90K0.27×
09East of England~60K0.24×
10South West~50K0.22×
11South East~70K0.20×
12West Midlands~40K0.19×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Sunderland A.F.C. audience vs. the country average
#·InterestCategoryAffinity×
01Fabio BoriniSports25.45×
02Sunderland EchoNews20.47×
03HeatmiserMusic & Radio20.37×
04South ShieldsTravel & Leisure12.98×
05Tyne and WearTravel & Leisure12.69×
06Bishop AucklandPolitics & Society8.44×
07Black catPets & Animals7.79×
08County DurhamTravel & Leisure7.35×
09North East EnglandTravel & Leisure7.13×
10NorthumberlandTravel & Leisure6.94×
11BoylesportsGames6.39×
12Middlesbrough F.C.Sports5.83×
13Newcastle United F.C.Sports5.24×
14Nottingham ForestSports3.14×
15Racing PostSports2.50×
16LadbrokesGames1.94×
17FIFA World Cup 2026Sports1.82×
18SoccerSports1.72×
19Rock musicMusic & Radio1.58×
20Manchester City F.C.Sports1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Sunderland A.F.C. audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Sunderland A.F.C. audience vs. the country average · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.48×
Community OrientationOPEN1.34×
Pet OwnershipJOY1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Sunderland A.F.C. audience vs. the country average · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.76×
Early Adopter MentalityPOWER0.78×
Risk AppetiteTHRILL0.81×
0×1.00× baseline2×
Appendix

Explore more audiences

More Soccer audiences in United Kingdom

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Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Sunderland A.F.C. over the last 12 months. Modelled, not counted; people interested in several teams count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/gb/sunderland-afc-4527” · Methodology