American football Audience in United Kingdom
American football has an estimated audience of 10,029,688 people in United Kingdom. 41.1% are female, 58.9% are male, average age 38.7. Top regions: England, South East, North West. Top brand affinities: Soccer, BBC Sport, Sporting Life (British newspaper), Rugby union, Nottingham Forest.
The average American football fan in United Kingdom is 38.7 years old, more male, and lives primarily in England. The audience is concentrated in England, South East, North West. Top brand affinities include Soccer, BBC Sport, Sporting Life (British newspaper), with strongest over-indexing on Soccer (1.58× the country average). Demographically, the American football audience skews more male with an average age of 38.7, and over-indexes on personality traits such as Luxury Orientation, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Sports · Type: Topic · Subtype: Sport
Demographics of American football fans
| Metric | Value |
|---|---|
| Female | 41.1% |
| Male | 58.9% |
| Average age | 38.7 |
| Estimated audience size | 10,029,688 |
Audience persona
The typical American football fan in United Kingdom is more male, around 38.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Soccer.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 7,522,266 | 1.33× |
| South East | 1,401,850 | 1.04× |
| North West | 1,369,522 | 1.28× |
| Greater London | 1,311,468 | 1× |
| East of England | 1,010,792 | 1.1× |
| South West | 905,081 | 1.1× |
| East Midlands | 803,723 | 1.14× |
| Scotland | 798,979 | 0.88× |
| Yorkshire and the Humber | 614,102 | 0.76× |
| Wales | 526,027 | 0.92× |
| North East | 336,475 | 0.86× |
| West Midlands | 307,331 | 0.71× |
| Northern Ireland | 296,587 | 0.96× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Soccer | 1.58× | Sports |
| BBC Sport | 1.65× | Sports |
| Sporting Life (British newspaper) | 2.02× | Sports |
| Rugby union | 1.57× | Sports |
| Nottingham Forest | 1.92× | Sports |
| Euro Car Parts | 1.52× | Cars & Mobility |
| Ricky Hatton | 1.66× | Sports |
| Crystal Palace F.C. | 2.11× | Sports |
| Ligue 1 | 2.7× | Sports |
| Boylesports | 1.76× | Games |
| Claudia Winkleman | 1.63× | Movies & TV |
| Gary Lineker | 2.31× | Sports |
| Young Sheldon | 1.61× | Movies & TV |
| Marcus Rashford | 2.22× | Sports |
| Georgie & Mandy's First Marriage | 1.52× | Movies & TV |
| Luke Littler | 1.53× | Sports |
| Buffalo Bills | 2.85× | Sports |
| At the Races | 1.59× | Sports |
| PGA Championship | 1.65× | Sports |
| Tesco Clubcard | 1.64× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.26 |
| Indulgence | JOY | 1.05 |
| Convenience Orientation | PREMIUM | 1.05 |
| Social Media Usage | JOY | 1.01 |
| Travelling | THRILL | 1 |
| Patriotism | CONSERVATISM | 0.96 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 33.2% |
| Germany | 5.7% |
| Japan | 4.4% |
See American football audiences in other countries
More Sport audiences in United Kingdom
- Soccer (23,329,010)
- Golf (16,764,949)
- Basketball (12,811,428)
- Rugby union (11,443,508)
- Swimming (11,230,283)
Frequently asked questions
How many fans does American football have in United Kingdom?
American football has an estimated audience of 10,029,688 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of American football fans?
41.1% of American football fans are female, 58.9% are male, with an average age of 38.7 years.
Which brands do American football fans like most?
American football fans show strongest brand affinity for Soccer (1.58×), BBC Sport (1.65×), and Sporting Life (British newspaper) (2.02×) over the country average.
Where do American football fans live in United Kingdom?
American football fans in United Kingdom are most concentrated in England (reach 7,522,266), South East (reach 1,401,850), and North West (reach 1,369,522). These three regions account for the largest share of the active audience.
What other brands do American football fans also like?
Beyond American football itself, the audience over-indexes on BBC Sport (1.65×), Sporting Life (British newspaper) (2.02×), Rugby union (1.57×), and Nottingham Forest (1.92×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom 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.
About this audience profile
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.