Rugby union Audience in United Kingdom
Rugby union has an estimated audience of 11,443,508 people in United Kingdom. 44.5% are female, 55.5% are male, average age 41.9. Top regions: England, South West, North West. Top brand affinities: Manchester United F.C., BBC Sport, Sky Bet, Paddy Power, Racing Post.
The average Rugby union fan in United Kingdom is 41.9 years old, more male, and lives primarily in England. The audience is concentrated in England, South West, North West. Top brand affinities include Manchester United F.C., BBC Sport, Sky Bet, with strongest over-indexing on Manchester United F.C. (1.6× the country average). Demographically, the Rugby union audience skews more male with an average age of 41.9, and over-indexes on personality traits such as Risk Appetite, LGBTQ+ Identity. 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 Rugby union fans
| Metric | Value |
|---|---|
| Female | 44.5% |
| Male | 55.5% |
| Average age | 41.9 |
| Estimated audience size | 11,443,508 |
Audience persona
The typical Rugby union fan in United Kingdom is more male, around 41.9 years old, with strong Risk Appetite tendencies and a notable affinity for Manchester United F.C..
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 5,111,812 | 0.48× |
| South West | 1,634,739 | 1.74× |
| North West | 1,508,385 | 1.23× |
| South East | 1,379,012 | 0.9× |
| Wales | 1,346,126 | 2.06× |
| Greater London | 1,176,835 | 0.79× |
| East Midlands | 1,009,276 | 1.25× |
| East of England | 891,153 | 0.85× |
| Yorkshire and the Humber | 822,380 | 0.89× |
| Scotland | 721,872 | 0.7× |
| North East | 315,630 | 0.71× |
| West Midlands | 311,175 | 0.63× |
| Northern Ireland | 266,886 | 0.76× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Manchester United F.C. | 1.6× | Sports |
| BBC Sport | 2.19× | Sports |
| Sky Bet | 2.55× | Games |
| Paddy Power | 2.36× | Games |
| Racing Post | 2.58× | Sports |
| Current events | 1.51× | Arts & Culture |
| Daily Mirror | 1.8× | News |
| Leisure | 1.53× | Travel & Leisure |
| William Hill (bookmaker) | 2.08× | Games |
| Rugby league | 2.32× | Sports |
| Competition | 1.8× | Business & Career |
| Betfred | 2× | Games |
| Toolstation | 1.93× | Home & Garden |
| rugby | 3.1× | Sports |
| Daily Express | 1.62× | News |
| National Rugby League | 4.48× | Sports |
| Team sport | 1.94× | Sports |
| Six Nations Championship | 4.66× | Sports |
| Nottingham Forest | 2.78× | Sports |
| Betfair | 2.36× | Games |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Risk Appetite | THRILL | 1.48 |
| LGBTQ+ Identity | OPEN | 1.29 |
| Luxury Orientation | PREMIUM | 1.27 |
| Sports Activity | POWER | 1.26 |
| Early Adopter Mentality | POWER | 1.23 |
| Patriotism | CONSERVATISM | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.9% |
| United Kingdom | 14.6% |
| France | 9.0% |
See Rugby union audiences in other countries
More Sport audiences in United Kingdom
- Soccer (23,329,010)
- Golf (16,764,949)
- Basketball (12,811,428)
- Swimming (11,230,283)
- Walking (10,799,047)
Frequently asked questions
How many fans does Rugby union have in United Kingdom?
Rugby union has an estimated audience of 11,443,508 people in United Kingdom, concentrated in England and South West.
What is the gender split and age of Rugby union fans?
44.5% of Rugby union fans are female, 55.5% are male, with an average age of 41.9 years.
Which brands do Rugby union fans like most?
Rugby union fans show strongest brand affinity for Manchester United F.C. (1.6×), BBC Sport (2.19×), and Sky Bet (2.55×) over the country average.
Where do Rugby union fans live in United Kingdom?
Rugby union fans in United Kingdom are most concentrated in England (reach 5,111,812), South West (reach 1,634,739), and North West (reach 1,508,385). These three regions account for the largest share of the active audience.
What other brands do Rugby union fans also like?
Beyond Rugby union itself, the audience over-indexes on BBC Sport (2.19×), Sky Bet (2.55×), Paddy Power (2.36×), and Racing Post (2.58×) 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 Rugby union. 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.