Sports and outdoors Audience in United Kingdom
Sports and outdoors has an estimated audience of 34,272,523 people in United Kingdom. 53.6% are female, 46.4% are male, average age 40.3. Top regions: South East, East of England, East Midlands. Top brand affinities: Luxury yacht, Expensive Taste, Purchase discount, Home business, Mango.
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, East of England, East Midlands. Top brand affinities include Luxury yacht, Expensive Taste, Purchase discount, with strongest over-indexing on Luxury yacht (3.44× 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 Luxury Orientation, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
Category: Sports · Type: Topic · Subtype: Lifestyle cluster
Demographics of Sports and outdoors fans
| Metric | Value |
|---|---|
| Female | 53.6% |
| Male | 46.4% |
| Average age | 40.3 |
| Estimated audience size | 34,272,523 |
Audience persona
The typical Sports and outdoors fan in United Kingdom is balanced, around 40.3 years old, with strong Luxury Orientation tendencies and a notable affinity for Luxury yacht.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| South East | 3,861,739 | 0.84× |
| East of England | 3,392,072 | 1.08× |
| East Midlands | 3,224,130 | 1.34× |
| North West | 3,067,229 | 0.84× |
| South West | 2,887,063 | 1.02× |
| North East | 1,987,681 | 1.49× |
| Yorkshire and the Humber | 1,804,135 | 0.66× |
| West Midlands | 1,077,673 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Luxury yacht | 3.44× | Travel & Leisure |
| Expensive Taste | 2.22× | Business & Career |
| Purchase discount | 3.21× | Shopping |
| Home business | 3.22× | Business & Career |
| Mango | 2.79× | Shopping |
| Betfair | 1.54× | Games |
| Christmas Gift | 2.97× | Kids & Family |
| Rory McIlroy | 1.69× | Sports |
| Longchamp | 3.08× | Fashion & Accessoires |
| Love & Sex | 2.95× | Kids & Family |
| Scarlett Johansson | 2.24× | Movies & TV |
| Hip-hop dance | 2.47× | Sports |
| PGA Championship | 1.86× | Sports |
| Anime convention | 1.73× | Literature |
| Handmade Gifts | 3.33× | Kids & Family |
| Home Delivery | 1.7× | Food & Beverages |
| Underground hip hop | 1.8× | Music & Radio |
| Ted Baker | 1.54× | Fashion & Accessoires |
| Female entrepreneur | 1.8× | Business & Career |
| Sustainable products | 1.52× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 1.57 |
| Indulgence | JOY | 1.44 |
| LGBTQ+ Identity | OPEN | 1.3 |
| DIY Mentality | THRILL | 1.3 |
| Convenience Orientation | PREMIUM | 1.24 |
| Career Orientation | POWER | 1.23 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.8% |
| Japan | 8.8% |
| Italy | 5.6% |
See Sports and outdoors audiences in other countries
More Lifestyle cluster audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Food (36,602,968)
- Clothing (36,166,055)
Frequently asked questions
How many fans does Sports and outdoors have in United Kingdom?
Sports and outdoors has an estimated audience of 34,272,523 people in United Kingdom, concentrated in South East and East of England.
What is the gender split and age of Sports and outdoors fans?
53.6% of Sports and outdoors fans are female, 46.4% are male, with an average age of 40.3 years.
Which brands do Sports and outdoors fans like most?
Sports and outdoors fans show strongest brand affinity for Luxury yacht (3.44×), Expensive Taste (2.22×), and Purchase discount (3.21×) over the country average.
Where do Sports and outdoors fans live in United Kingdom?
Sports and outdoors fans in United Kingdom are most concentrated in South East (reach 3,861,739), East of England (reach 3,392,072), and East Midlands (reach 3,224,130). These three regions account for the largest share of the active audience.
What other brands do Sports and outdoors fans also like?
Beyond Sports and outdoors itself, the audience over-indexes on Expensive Taste (2.22×), Purchase discount (3.21×), Home business (3.22×), and Mango (2.79×) 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 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.
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.