A data profile of the people who buy, follow and care about Rugby union in United Kingdom — modelled from more than twelve digital signal sources. Rugby union has an estimated audience of 11,443,508 people in United Kingdom.
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 BBC Sport, Manchester United F.C., Sky Bet, with strongest over-indexing on BBC Sport (2.19× 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 Spirituality, Sports Activity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Rugby union fan in United Kingdom is more male, around 41.9 years old, with strong Spirituality tendencies and a notable affinity for BBC Sport.
The key figures that characterise the Rugby union profile in United Kingdom.
44.5% are female, 55.5% are male, average age 41.9.
| Metric | Value |
|---|---|
| Female | 44.5% |
| Male | 55.5% |
| Average age | 41.9 |
| Estimated audience size | 11,443,508 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 28% |
of the worldwide Rugby union audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.9% |
| United Kingdom | 14.6% |
| France | 9.0% |
Where the Rugby union audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~1.5M | 2.04× | |
| 02 | South West | ~1.5M | 1.72× | |
| 03 | East Midlands | ~1M | 1.24× | |
| 04 | North West | ~1.5M | 1.23× | |
| 05 | South East | ~1.5M | 0.90× | |
| 06 | Yorkshire and the Humber | ~800K | 0.90× | |
| 07 | East of England | ~900K | 0.86× | |
| 08 | Greater London | ~1M | 0.79× | |
| 09 | Northern Ireland | ~300K | 0.78× | |
| 10 | North East | ~300K | 0.73× | |
| 11 | Scotland | ~700K | 0.71× | |
| 12 | West Midlands | ~300K | 0.65× | |
| 13 | England | ~5M | 0.48× |
The strongest cross-interests of the Rugby union audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Six Nations Championship | Sports | 4.66× | ||
| 02 | National Rugby League | Sports | 4.48× | ||
| 03 | rugby | Sports | 3.10× | ||
| 04 | Nottingham Forest | Sports | 2.78× | ||
| 05 | Racing Post | Sports | 2.58× | ||
| 06 | Sky Bet | Games | 2.55× | ||
| 07 | Paddy Power | Games | 2.36× | ||
| 08 | Betfair | Games | 2.36× | ||
| 09 | Rugby league | Sports | 2.32× | ||
| 10 | BBC Sport | Sports | 2.19× | ||
| 11 | William Hill (bookmaker) | Games | 2.08× | ||
| 12 | Betfred | Games | 2.00× | ||
| 13 | Team sport | Sports | 1.94× | ||
| 14 | Toolstation | Home & Garden | 1.93× | ||
| 15 | Daily Mirror | News | 1.80× | ||
| 16 | Competition | Business & Career | 1.80× | ||
| 17 | Daily Express | News | 1.62× | ||
| 18 | Manchester United F.C. | Sports | 1.60× | ||
| 19 | Leisure | Travel & Leisure | 1.53× | ||
| 20 | Current events | Arts & Culture | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.22× | |
| Sports Activity | POWER | 1.22× | |
| Patriotism | CONSERVATISM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.66× | |
| Quality Awareness | PREMIUM | 0.84× | |
| Luxury Orientation | PREMIUM | 0.85× |
Rugby union has an estimated audience of 11,443,508 people in United Kingdom, concentrated in England and South West.
44.5% of Rugby union fans are female, 55.5% are male, with an average age of 41.9 years.
Rugby union fans show strongest brand affinity for BBC Sport (2.19×), Manchester United F.C. (1.6×), and Sky Bet (2.55×) over the country average.
Rugby union fans in United Kingdom are most concentrated in England (reach ~5M), South West (reach ~1.5M), and North West (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Rugby union itself, the audience over-indexes on Manchester United F.C. (1.6×), Sky Bet (2.55×), Paddy Power (2.36×), and Racing Post (2.58×) 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 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.
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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.