A data profile of the people who buy, follow and care about Sports and outdoors in United Kingdom — modelled from more than twelve digital signal sources. Sports and outdoors has an estimated audience of 34,272,523 people in United Kingdom.
The average Sports and outdoors fan in United Kingdom is 40.3 years old, balanced, and lives primarily in South East.
The audience is concentrated in South East, North West, East of England.
Top brand affinities include Ricky Martin, China Airlines, Richmond Football Club, with strongest over-indexing on Ricky Martin (1.57× the country average).
Demographically, the Sports and outdoors audience skews balanced with an average age of 40.3, and over-indexes on personality traits such as Urban Lifestyle, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 11 brand affinities and 8 regions tracked by Rascasse.
The typical Sports and outdoors fan in United Kingdom is balanced, around 40.3 years old, with strong Urban Lifestyle tendencies and a notable affinity for Ricky Martin.
The key figures that characterise the Sports and outdoors profile in United Kingdom.
53.6% are female, 46.4% are male, average age 40.3.
| Metric | Value |
|---|---|
| Female | 53.6% |
| Male | 46.4% |
| Average age | 40.3 |
| Estimated audience size | 34,272,523 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 24% |
of the worldwide Sports and outdoors audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 24.8% |
| Japan | 8.8% |
| Italy | 5.6% |
Where the Sports and outdoors audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North East | ~1.5M | 1.05× | |
| 02 | East Midlands | ~2.5M | 1.04× | |
| 03 | East of England | ~3M | 1.01× | |
| 04 | South West | ~3M | 1.00× | |
| 05 | North West | ~3.5M | 0.98× | |
| 06 | South East | ~4.5M | 0.97× | |
| 07 | Yorkshire and the Humber | ~2.5M | 0.96× | |
| 08 | West Midlands | ~1.5M | 0.96× |
The strongest cross-interests of the Sports and outdoors audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Melbourne Football Club | Sports | 2.00× | ||
| 02 | Show Jumping World Cup | Sports | 1.69× | ||
| 03 | China Airlines | Travel & Leisure | 1.68× | ||
| 04 | UniEuro | Shopping | 1.68× | ||
| 05 | Richmond Football Club | Sports | 1.64× | ||
| 06 | AFL Grand Final | Sports | 1.63× | ||
| 07 | Pinko (fashion) | Fashion & Accessoires | 1.59× | ||
| 08 | Juventus Stadium | Sports | 1.59× | ||
| 09 | Ricky Martin | Music & Radio | 1.57× | ||
| 10 | IT: Immobiliare.it | Home & Garden | 1.57× | ||
| 11 | Western Bulldogs | Sports | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.20× | |
| Individualism | JOY | 1.16× | |
| Patriotism | CONSERVATISM | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.87× | |
| Community Orientation | OPEN | 0.88× | |
| Indulgence | JOY | 0.90× |
Sports and outdoors has an estimated audience of 34,272,523 people in United Kingdom, concentrated in South East and North West.
53.6% of Sports and outdoors fans are female, 46.4% are male, with an average age of 40.3 years.
Sports and outdoors fans show strongest brand affinity for Ricky Martin (1.57×), China Airlines (1.68×), and Richmond Football Club (1.64×) over the country average.
Sports and outdoors fans in United Kingdom are most concentrated in South East (reach ~4.5M), North West (reach ~3.5M), and East of England (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Sports and outdoors itself, the audience over-indexes on China Airlines (1.68×), Richmond Football Club (1.64×), UniEuro (1.68×), and AFL Grand Final (1.63×) 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 Sports and outdoors. 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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