A data profile of the people who buy, follow and care about rugby in United Kingdom — modelled from more than twelve digital signal sources. rugby has an estimated audience of 5,546,339 people in United Kingdom.
The average rugby fan in United Kingdom is 37.9 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Wales, Scotland.
Top brand affinities include National Rugby League, Rugby union, Six Nations Championship, with strongest over-indexing on National Rugby League (7.95× the country average).
Demographically, the rugby audience skews balanced with an average age of 37.9, 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 rugby fan in United Kingdom is balanced, around 37.9 years old, with strong Patriotism tendencies and a notable affinity for National Rugby League.
The key figures that characterise the rugby profile in United Kingdom.
49.8% are female, 50.2% are male, average age 37.9.
| Metric | Value |
|---|---|
| Female | 49.8% |
| Male | 50.2% |
| Average age | 37.9 |
| Estimated audience size | 5,546,339 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 19% | |
| 50+ | 17% |
of the worldwide rugby audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.4% |
| United Kingdom | 11.9% |
| France | 9.7% |
Where the rugby audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~900K | 2.73× | |
| 02 | Scotland | ~800K | 1.54× | |
| 03 | West Midlands | ~400K | 1.51× | |
| 04 | Northern Ireland | ~200K | 1.30× | |
| 05 | England | ~4M | 1.14× | |
| 06 | East Midlands | ~400K | 1.07× | |
| 07 | South East | ~400K | 0.57× | |
| 08 | East of England | ~300K | 0.52× | |
| 09 | South West | ~200K | 0.51× | |
| 10 | Yorkshire and the Humber | ~200K | 0.46× | |
| 11 | North East | ~100K | 0.46× | |
| 12 | North West | ~100K | 0.21× |
The strongest cross-interests of the rugby audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | National Rugby League | Sports | 7.95× | ||
| 02 | Rugby sevens | Sports | 6.88× | ||
| 03 | Six Nations Championship | Sports | 6.33× | ||
| 04 | Borussia Dortmund | Sports | 5.51× | ||
| 05 | Judo | Sports | 4.48× | ||
| 06 | Rugby World Cup | Sports | 4.03× | ||
| 07 | Grappling | Sports | 3.90× | ||
| 08 | FC Bayern Munich | Sports | 3.45× | ||
| 09 | PGA Championship | Sports | 3.37× | ||
| 10 | Ted Baker | Fashion & Accessoires | 3.33× | ||
| 11 | Leicester City F.C. | Sports | 3.14× | ||
| 12 | Rugby union | Sports | 3.10× | ||
| 13 | Rory McIlroy | Sports | 2.59× | ||
| 14 | Aston Villa F.C. | Sports | 2.54× | ||
| 15 | Newcastle United F.C. | Sports | 2.17× | ||
| 16 | Dunelm | Home & Garden | 2.10× | ||
| 17 | New Look | Fashion & Accessoires | 1.80× | ||
| 18 | Harrods | Shopping | 1.76× | ||
| 19 | Paddy Power | Games | 1.73× | ||
| 20 | John Lewis (department store) | Shopping | 1.67× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 2.18× | |
| Risk Appetite | THRILL | 1.48× | |
| Indulgence | JOY | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.75× | |
| Creativity | OPEN | 0.79× | |
| Community Orientation | OPEN | 0.80× |
rugby has an estimated audience of 5,546,339 people in United Kingdom, concentrated in England and Wales.
49.8% of rugby fans are female, 50.2% are male, with an average age of 37.9 years.
rugby fans show strongest brand affinity for National Rugby League (7.95×), Rugby union (3.1×), and Six Nations Championship (6.33×) over the country average.
rugby fans in United Kingdom are most concentrated in England (reach ~4M), Wales (reach ~900K), and Scotland (reach ~800K). These three regions account for the largest share of the active audience.
Beyond rugby itself, the audience over-indexes on Rugby union (3.1×), Six Nations Championship (6.33×), Rugby sevens (6.88×), and Dunelm (2.1×) 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 rugby. 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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