A data profile of the people who buy, follow and care about Serie A in United Kingdom — modelled from more than twelve digital signal sources. Serie A has an estimated audience of 3,568,681 people in United Kingdom.
The average Serie A fan in United Kingdom is 34.8 years old, more male, and lives primarily in England.
The audience is concentrated in England, Greater London, North West.
Top brand affinities include Ligue 1, Sky Sport, BBC Sport, with strongest over-indexing on Ligue 1 (22.46× the country average).
Demographically, the Serie A audience skews more male with an average age of 34.8, and over-indexes on personality traits such as Risk Appetite, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Serie A fan in United Kingdom is more male, around 34.8 years old, with strong Risk Appetite tendencies and a notable affinity for Ligue 1.
The key figures that characterise the Serie A profile in United Kingdom.
32.8% are female, 67.2% are male, average age 34.8.
| Metric | Value |
|---|---|
| Female | 32.8% |
| Male | 67.2% |
| Average age | 34.8 |
| Estimated audience size | 3,568,681 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 25% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 12% |
of the worldwide Serie A audience comes from United Kingdom.
| Country | Share |
|---|---|
| Italy | 37.5% |
| Brazil | 9.0% |
| United States | 4.3% |
Where the Serie A audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~900K | 1.97× | |
| 02 | Scotland | ~400K | 1.35× | |
| 03 | North West | ~500K | 1.28× | |
| 04 | East of England | ~400K | 1.08× | |
| 05 | South East | ~500K | 1.00× | |
| 06 | England | ~2.5M | 0.99× | |
| 07 | Northern Ireland | ~100K | 0.94× | |
| 08 | East Midlands | ~200K | 0.84× | |
| 09 | South West | ~200K | 0.76× | |
| 10 | North East | ~100K | 0.74× | |
| 11 | Wales | ~100K | 0.73× | |
| 12 | West Midlands | ~100K | 0.72× | |
| 13 | Yorkshire and the Humber | ~200K | 0.63× |
The strongest cross-interests of the Serie A audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ligue 1 | Sports | 22.46× | ||
| 02 | Endrick | Sports | 22.03× | ||
| 03 | Mason Greenwood | Sports | 20.72× | ||
| 04 | Jamie Vardy | Sports | 13.71× | ||
| 05 | Fulham F.C. | Sports | 11.22× | ||
| 06 | Sky Sport | Sports | 10.24× | ||
| 07 | Inter Milan | Sports | 10.00× | ||
| 08 | Crystal Palace F.C. | Sports | 9.73× | ||
| 09 | A.C. Milan | Sports | 9.08× | ||
| 10 | Marcus Rashford | Sports | 8.81× | ||
| 11 | Paris Saint-Germain | Sports | 8.56× | ||
| 12 | UEFA Europa League | Sports | 8.13× | ||
| 13 | Chelsea F.C. | Sports | 7.57× | ||
| 14 | BBC Sport | Sports | 5.25× | ||
| 15 | Rugby union | Sports | 4.80× | ||
| 16 | Premier League | Sports | 4.48× | ||
| 17 | Manchester City F.C. | Sports | 3.84× | ||
| 18 | FIFA World Cup 2026 | Sports | 3.74× | ||
| 19 | Wembley Stadium | Sports | 3.60× | ||
| 20 | Manchester United F.C. | Sports | 3.06× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.21× | |
| Mindfulness | BALANCE | 1.19× | |
| Price Sensitivity | PREMIUM | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.66× | |
| Quality Awareness | PREMIUM | 0.68× | |
| Creativity | OPEN | 0.72× |
Serie A has an estimated audience of 3,568,681 people in United Kingdom, concentrated in England and Greater London.
32.8% of Serie A fans are female, 67.2% are male, with an average age of 34.8 years.
Serie A fans show strongest brand affinity for Ligue 1 (22.46×), Sky Sport (10.24×), and BBC Sport (5.25×) over the country average.
Serie A fans in United Kingdom are most concentrated in England (reach ~2.5M), Greater London (reach ~900K), and North West (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Serie A itself, the audience over-indexes on Sky Sport (10.24×), BBC Sport (5.25×), Chelsea F.C. (7.57×), and Premier League (4.48×) 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 Serie A. 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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