A data profile of the people who buy, follow and care about BBC Sport in United Kingdom — modelled from more than twelve digital signal sources. BBC Sport has an estimated audience of 17,884,826 people in United Kingdom.
The average BBC Sport fan in United Kingdom is 44.1 years old, more male, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include The Championships, Wimbledon, Sky Bet, FIFA World Cup 2026, with strongest over-indexing on The Championships, Wimbledon (2.96× the country average).
Demographically, the BBC Sport audience skews more male with an average age of 44.1, and over-indexes on personality traits such as Social Media Usage, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical BBC Sport fan in United Kingdom is more male, around 44.1 years old, with strong Social Media Usage tendencies and a notable affinity for The Championships, Wimbledon.
The key figures that characterise the BBC Sport profile in United Kingdom.
34.5% are female, 65.5% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 34.5% |
| Male | 65.5% |
| Average age | 44.1 |
| Estimated audience size | 17,884,826 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide BBC Sport audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 64.4% |
| India | 3.4% |
| United States | 2.7% |
Where the BBC Sport audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~2.5M | 1.38× | |
| 02 | East Midlands | ~1.5M | 1.27× | |
| 03 | South West | ~1.5M | 1.24× | |
| 04 | Wales | ~1M | 1.22× | |
| 05 | Scotland | ~1.5M | 1.05× | |
| 06 | East of England | ~1.5M | 1.04× | |
| 07 | Northern Ireland | ~500K | 0.99× | |
| 08 | South East | ~2M | 0.95× | |
| 09 | Yorkshire and the Humber | ~1M | 0.88× | |
| 10 | North East | ~600K | 0.87× | |
| 11 | England | ~11M | 0.74× | |
| 12 | West Midlands | ~500K | 0.72× | |
| 13 | Greater London | ~1.5M | 0.65× |
The strongest cross-interests of the BBC Sport audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Teen drama | Movies & TV | 3.61× | ||
| 02 | The Championships, Wimbledon | Sports | 2.96× | ||
| 03 | Celtic FC | Sports | 2.84× | ||
| 04 | Rangers FC | Sports | 2.69× | ||
| 05 | Sky Sport | Sports | 2.61× | ||
| 06 | Sky Bet | Games | 2.60× | ||
| 07 | The Daily Star (Bangladesh) | News | 2.52× | ||
| 08 | Boylesports | Games | 2.50× | ||
| 09 | Nottingham Forest | Sports | 2.49× | ||
| 10 | Sporting Life (British newspaper) | Sports | 2.41× | ||
| 11 | Aston Villa F.C. | Sports | 2.30× | ||
| 12 | Rugby union | Sports | 1.87× | ||
| 13 | Ricky Hatton | Sports | 1.79× | ||
| 14 | BBC iPlayer | Movies & TV | 1.70× | ||
| 15 | Paddy Power | Games | 1.69× | ||
| 16 | Racing Post | Sports | 1.68× | ||
| 17 | Betfred | Games | 1.63× | ||
| 18 | William Hill (bookmaker) | Games | 1.60× | ||
| 19 | FIFA World Cup 2026 | Sports | 1.52× | ||
| 20 | Wembley Stadium | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.05× | |
| Need for Security | CONSERVATISM | 1.04× | |
| Spirituality | BALANCE | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.80× | |
| Design Affinity | PREMIUM | 0.83× | |
| Individualism | JOY | 0.87× |
BBC Sport has an estimated audience of 17,884,826 people in United Kingdom, concentrated in England and North West.
34.5% of BBC Sport fans are female, 65.5% are male, with an average age of 44.1 years.
BBC Sport fans show strongest brand affinity for The Championships, Wimbledon (2.96×), Sky Bet (2.6×), and FIFA World Cup 2026 (1.52×) over the country average.
BBC Sport fans in United Kingdom are most concentrated in England (reach ~11M), North West (reach ~2.5M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond BBC Sport itself, the audience over-indexes on Sky Bet (2.6×), FIFA World Cup 2026 (1.52×), Sky Sport (2.61×), and Celtic FC (2.84×) 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 BBC Sport. 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.
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