A data profile of the people who buy, follow and care about All Blacks in United Kingdom — modelled from more than twelve digital signal sources. All Blacks has an estimated audience of 337,061 people in United Kingdom.
The average All Blacks fan in United Kingdom is 37.1 years old, more male, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include National Rugby League, Rugby sevens, Rugby World Cup, with strongest over-indexing on National Rugby League (18.01× the country average).
Demographically, the All Blacks audience skews more male with an average age of 37.1, and over-indexes on personality traits such as Patriotism, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical All Blacks fan in United Kingdom is more male, around 37.1 years old, with strong Patriotism tendencies and a notable affinity for National Rugby League.
The key figures that characterise the All Blacks profile in United Kingdom.
34.6% are female, 65.4% are male, average age 37.1.
| Metric | Value |
|---|---|
| Female | 34.6% |
| Male | 65.4% |
| Average age | 37.1 |
| Estimated audience size | 337,061 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 29% | |
| 20-29 | 18% | |
| 30-39 | 15% | |
| 40-49 | 18% | |
| 50+ | 20% |
of the worldwide All Blacks audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 24.1% |
| United Kingdom | 13.9% |
| New Zealand | 12.3% |
Where the All Blacks audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South East | ~70K | 1.57× | |
| 02 | Wales | ~30K | 1.34× | |
| 03 | Scotland | ~30K | 1.08× | |
| 04 | West Midlands | ~20K | 1.07× | |
| 05 | Yorkshire and the Humber | ~30K | 1.05× | |
| 06 | South West | ~30K | 1.01× | |
| 07 | North East | ~10K | 1.01× | |
| 08 | East Midlands | ~20K | 1.00× | |
| 09 | Northern Ireland | ~10K | 0.95× | |
| 10 | East of England | ~20K | 0.81× | |
| 11 | England | ~200K | 0.62× | |
| 12 | North West | ~20K | 0.58× |
The strongest cross-interests of the All Blacks audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | National Rugby League | Sports | 18.01× | ||
| 02 | The Rugby Championship | Sports | 15.82× | ||
| 03 | Rugby sevens | Sports | 14.65× | ||
| 04 | Sale Sharks | Sports | 11.48× | ||
| 05 | Rugby World Cup | Sports | 10.67× | ||
| 06 | Northampton Saints | Sports | 10.51× | ||
| 07 | Leicester Tigers | Sports | 9.72× | ||
| 08 | Gloucester Rugby | Sports | 9.40× | ||
| 09 | Exeter Chiefs | Sports | 9.34× | ||
| 10 | Six Nations Championship | Sports | 8.99× | ||
| 11 | Bath Rugby | Sports | 8.55× | ||
| 12 | Justin Rose | Sports | 6.32× | ||
| 13 | Rugby union | Sports | 4.49× | ||
| 14 | Sky Bet | Games | 3.11× | ||
| 15 | BBC Sport | Sports | 2.50× | ||
| 16 | Breaking news | Movies & TV | 2.02× | ||
| 17 | Energy | Home & Garden | 1.94× | ||
| 18 | EBay | Shopping | 1.80× | ||
| 19 | FIFA World Cup | Sports | 1.68× | ||
| 20 | Comedy movies | Movies & TV | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 2.80× | |
| Risk Appetite | THRILL | 1.46× | |
| Community Orientation | OPEN | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.61× | |
| Mindfulness | BALANCE | 0.67× | |
| Creativity | OPEN | 0.70× |
All Blacks has an estimated audience of 337,061 people in United Kingdom, concentrated in England and South East.
34.6% of All Blacks fans are female, 65.4% are male, with an average age of 37.1 years.
All Blacks fans show strongest brand affinity for National Rugby League (18.01×), Rugby sevens (14.65×), and Rugby World Cup (10.67×) over the country average.
All Blacks fans in United Kingdom are most concentrated in England (reach ~200K), South East (reach ~70K), and Scotland (reach ~30K). These three regions account for the largest share of the active audience.
Beyond All Blacks itself, the audience over-indexes on Rugby sevens (14.65×), Rugby World Cup (10.67×), Rugby union (4.49×), and Six Nations Championship (8.99×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for All Blacks. 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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