A data profile of the people who buy, follow and care about Premier League in United Kingdom — modelled from more than twelve digital signal sources. Premier League has an estimated audience of 22,265,575 people in United Kingdom.
The average Premier League fan in United Kingdom is 40.5 years old, more male, and lives primarily in England.
The audience is concentrated in England, North West, Greater London.
Top brand affinities include Manchester United F.C., FIFA World Cup 2026, BBC Sport, with strongest over-indexing on Manchester United F.C. (2.05× the country average).
Demographically, the Premier League audience skews more male with an average age of 40.5, and over-indexes on personality traits such as Patriotism, 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 Premier League fan in United Kingdom is more male, around 40.5 years old, with strong Patriotism tendencies and a notable affinity for Manchester United F.C..
The key figures that characterise the Premier League profile in United Kingdom.
34.8% are female, 65.2% are male, average age 40.5.
| Metric | Value |
|---|---|
| Female | 34.8% |
| Male | 65.2% |
| Average age | 40.5 |
| Estimated audience size | 22,265,575 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 20% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 25% |
of the worldwide Premier League audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 9.6% |
| United States | 7.3% |
| Brazil | 5.8% |
Where the Premier League audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~16M | 2.08× | |
| 02 | North West | ~3.5M | 1.51× | |
| 03 | East Midlands | ~1.5M | 1.07× | |
| 04 | North East | ~900K | 1.06× | |
| 05 | East of England | ~2M | 1.04× | |
| 06 | Greater London | ~3M | 1.03× | |
| 07 | South East | ~2.5M | 0.92× | |
| 08 | South West | ~1.5M | 0.92× | |
| 09 | Northern Ireland | ~600K | 0.89× | |
| 10 | West Midlands | ~700K | 0.78× | |
| 11 | Wales | ~800K | 0.68× | |
| 12 | Yorkshire and the Humber | ~1M | 0.66× | |
| 13 | Scotland | ~700K | 0.35× |
The strongest cross-interests of the Premier League audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Marcus Rashford | Sports | 4.67× | ||
| 02 | Ligue 1 | Sports | 4.65× | ||
| 03 | Sporting Life (British newspaper) | Sports | 3.69× | ||
| 04 | Crystal Palace F.C. | Sports | 3.60× | ||
| 05 | Nottingham Forest | Sports | 3.50× | ||
| 06 | Ricky Hatton | Sports | 2.60× | ||
| 07 | BBC Sport | Sports | 2.55× | ||
| 08 | Rugby union | Sports | 2.32× | ||
| 09 | Manchester City F.C. | Sports | 2.17× | ||
| 10 | Wembley Stadium | Sports | 2.13× | ||
| 11 | UEFA Champions League | Sports | 2.08× | ||
| 12 | FIFA World Cup 2026 | Sports | 2.06× | ||
| 13 | Manchester United F.C. | Sports | 2.05× | ||
| 14 | Racing Post | Sports | 2.02× | ||
| 15 | Paddy Power | Games | 1.93× | ||
| 16 | Betfred | Games | 1.91× | ||
| 17 | Team sport | Sports | 1.89× | ||
| 18 | Liverpool F.C. | Sports | 1.81× | ||
| 19 | Soccer | Sports | 1.79× | ||
| 20 | FIFA World Cup | Sports | 1.74× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.01× | |
| Need for Security | CONSERVATISM | 1.01× | |
| Luxury Orientation | PREMIUM | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.62× | |
| Tradition | CONSERVATISM | 0.63× | |
| Community Orientation | OPEN | 0.65× |
Premier League has an estimated audience of 22,265,575 people in United Kingdom, concentrated in England and North West.
34.8% of Premier League fans are female, 65.2% are male, with an average age of 40.5 years.
Premier League fans show strongest brand affinity for Manchester United F.C. (2.05×), FIFA World Cup 2026 (2.06×), and BBC Sport (2.55×) over the country average.
Premier League fans in United Kingdom are most concentrated in England (reach ~16M), North West (reach ~3.5M), and Greater London (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Premier League itself, the audience over-indexes on FIFA World Cup 2026 (2.06×), BBC Sport (2.55×), Sporting Life (British newspaper) (3.69×), and FIFA World Cup (1.74×) 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 Premier League. 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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