A data profile of the people who buy, follow and care about Sports in Italy — modelled from more than twelve digital signal sources. Sports has an estimated audience of 34,738,064 people in Italy.
The average Sports fan in Italy is 41.8 years old, balanced, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Campania, Lazio.
Top brand affinities include Eyelid, City of Brussels, Brogue shoe, with strongest over-indexing on Eyelid (1.91× the country average).
Demographically, the Sports audience skews balanced with an average age of 41.8, and over-indexes on personality traits such as Price Sensitivity, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 6 brand affinities and 20 regions tracked by Rascasse.
The typical Sports fan in Italy is balanced, around 41.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Eyelid.
The key figures that characterise the Sports profile in Italy.
49.7% are female, 50.3% are male, average age 41.8.
| Metric | Value |
|---|---|
| Female | 49.7% |
| Male | 50.3% |
| Average age | 41.8 |
| Estimated audience size | 34,738,064 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 27% |
of the worldwide Sports audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.3% |
| Japan | 8.3% |
| India | 5.0% |
Where the Sports audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Trentino-Alto Adige/Südtirol | ~800K | 1.84× | |
| 02 | Aosta Valley | ~100K | 1.38× | |
| 03 | Veneto | ~3.5M | 1.20× | |
| 04 | Lombardy | ~6.5M | 1.09× | |
| 05 | Sicilia | ~3M | 1.06× | |
| 06 | Friuli-Venezia Giulia | ~700K | 1.06× | |
| 07 | Puglia | ~2.5M | 1.05× | |
| 08 | Piedmont | ~2.5M | 1.02× | |
| 09 | Tuscany | ~2.5M | 1.02× | |
| 10 | Emilia-Romagna | ~3M | 0.98× | |
| 11 | Campania | ~4M | 0.97× | |
| 12 | Sardinia | ~900K | 0.97× | |
| 13 | Marche | ~800K | 0.91× | |
| 14 | Liguria | ~900K | 0.89× | |
| 15 | Lazio | ~3.5M | 0.86× | |
| 16 | Basilicata | ~300K | 0.84× | |
| 17 | Calabria | ~900K | 0.82× | |
| 18 | Abruzzo | ~600K | 0.78× | |
| 19 | Umbria | ~400K | 0.77× | |
| 20 | Molise | ~100K | 0.60× |
The strongest cross-interests of the Sports audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | City of Brussels | Travel & Leisure | 2.14× | ||
| 02 | Brogue shoe | Fashion & Accessoires | 1.94× | ||
| 03 | Eyelid | Beauty & Wellness | 1.91× | ||
| 04 | CorePower Yoga | Sports | 1.77× | ||
| 05 | Shopaholic | Movies & TV | 1.65× | ||
| 06 | PCI Concursos | Shopping | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.95× | |
| Quality Awareness | PREMIUM | 0.88× | |
| Early Adopter Mentality | POWER | 0.84× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.51× | |
| Community Orientation | OPEN | 0.52× | |
| Mindfulness | BALANCE | 0.59× |
Sports has an estimated audience of 34,738,064 people in Italy, concentrated in Lombardy and Campania.
49.7% of Sports fans are female, 50.3% are male, with an average age of 41.8 years.
Sports fans show strongest brand affinity for Eyelid (1.91×), City of Brussels (2.14×), and Brogue shoe (1.94×) over the country average.
Sports fans in Italy are most concentrated in Lombardy (reach ~6.5M), Campania (reach ~4M), and Lazio (reach ~3.5M). These three regions account for the largest share of the active audience.
Beyond Sports itself, the audience over-indexes on City of Brussels (2.14×), Brogue shoe (1.94×), Shopaholic (1.65×), and PCI Concursos (1.54×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Sports. 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 Italy. 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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