A data profile of the people who buy, follow and care about Sky Sport in United Kingdom — modelled from more than twelve digital signal sources. Sky Sport has an estimated audience of 8,991,835 people in United Kingdom.
The average Sky Sport fan in United Kingdom is 48.5 years old, more male, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Ligue 1, FIFA World Cup, Serie A, with strongest over-indexing on Ligue 1 (14.19× the country average).
Demographically, the Sky Sport audience skews more male with an average age of 48.5, and over-indexes on personality traits such as Risk Appetite, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Sky Sport fan in United Kingdom is more male, around 48.5 years old, with strong Risk Appetite tendencies and a notable affinity for Ligue 1.
The key figures that characterise the Sky Sport profile in United Kingdom.
19.6% are female, 80.4% are male, average age 48.5.
| Metric | Value |
|---|---|
| Female | 19.6% |
| Male | 80.4% |
| Average age | 48.5 |
| Estimated audience size | 8,991,835 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 2% | |
| 20-29 | 13% | |
| 30-39 | 16% | |
| 40-49 | 26% | |
| 50+ | 43% |
of the worldwide Sky Sport audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 30.4% |
| Ireland | 30.2% |
| South Africa | 10.1% |
Where the Sky Sport audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~600K | 1.74× | |
| 02 | Yorkshire and the Humber | ~900K | 1.38× | |
| 03 | England | ~6.5M | 1.36× | |
| 04 | West Midlands | ~500K | 1.30× | |
| 05 | Northern Ireland | ~300K | 1.22× | |
| 06 | Wales | ~400K | 0.88× | |
| 07 | East of England | ~700K | 0.87× | |
| 08 | East Midlands | ~400K | 0.73× | |
| 09 | South East | ~800K | 0.68× | |
| 10 | North West | ~600K | 0.67× | |
| 11 | South West | ~400K | 0.63× | |
| 12 | Scotland | ~400K | 0.54× |
The strongest cross-interests of the Sky Sport audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Suzanne Vega | Music & Radio | 32.20× | ||
| 02 | Italy national football team | Sports | 18.95× | ||
| 03 | Kevin De Bruyne | Sports | 18.95× | ||
| 04 | Kieran Trippier | Sports | 18.95× | ||
| 05 | La Gazzetta dello Sport | Sports | 18.95× | ||
| 06 | 2. Bundesliga | Sports | 18.95× | ||
| 07 | Corriere della Sera | News | 17.74× | ||
| 08 | Medical tourism | Business & Career | 16.59× | ||
| 09 | FIFA Club World Cup | Sports | 14.64× | ||
| 10 | Ligue 1 | Sports | 14.19× | ||
| 11 | Borussia Dortmund | Sports | 13.37× | ||
| 12 | Women's soccer | Sports | 12.67× | ||
| 13 | Serie A | Sports | 10.24× | ||
| 14 | Bundesliga | Sports | 9.27× | ||
| 15 | La Liga | Sports | 8.23× | ||
| 16 | FC Bayern Munich | Sports | 6.01× | ||
| 17 | Celtic FC | Sports | 5.22× | ||
| 18 | FIFA World Cup | Sports | 3.42× | ||
| 19 | BBC Sport | Sports | 2.61× | ||
| 20 | Manchester United F.C. | Sports | 2.41× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 2.18× | |
| Career Orientation | POWER | 1.40× | |
| Spirituality | BALANCE | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.47× | |
| Design Affinity | PREMIUM | 0.60× | |
| Pet Ownership | JOY | 0.67× |
Sky Sport has an estimated audience of 8,991,835 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
19.6% of Sky Sport fans are female, 80.4% are male, with an average age of 48.5 years.
Sky Sport fans show strongest brand affinity for Ligue 1 (14.19×), FIFA World Cup (3.42×), and Serie A (10.24×) over the country average.
Sky Sport fans in United Kingdom are most concentrated in England (reach ~6.5M), Yorkshire and the Humber (reach ~900K), and South East (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Sky Sport itself, the audience over-indexes on FIFA World Cup (3.42×), Serie A (10.24×), FIFA Club World Cup (14.64×), and Bundesliga (9.27×) 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 Sky Sport. 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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