Our data gives you the winning strategy to engage, convert, and retain today's sports fans.
Today's sports fan is harder to capture and easier to lose. We give you the insights to understand what they want and keep them coming back for more.
Say ticket prices are the biggest barrier to attending more in-person sporting events.
Say they are out if the sports event feels scripted.
Of Americans say their interest in soccer is increasing.
Agree that advertising during the Super Bowl is a good way for up-and-coming brands to get discovered.
Our team ensures you ask the right questions to further the conversation on sports fandom.
Check the pulse on your brand and see how it stacks up against the competition.
Get a granular look at the modern sports fan, across different generations and demographics.
Gain a deeper understanding of the larger forces at work that impact fans’ viewing and spending habits.
America’s Surge in Soccer Fandom: U.S. companies must kick into high gear to avoid getting stuck on the World Cup sidelines. Download the ReportIn 2026, the World Cup is coming to North America – with matches spread across the United States, Mexico, and Canada. From June 11th-July 19th, soccer fans will cheer for their favorite […]
Quantifying the “joy gap” for sports: the difference between the experience sports fans have and the one they want.
Brand Bowl 2025 Fifth Annual Index on the Big Game’s Ad Impact Download reportRequest a demoIs 30-seconds of airtime really worth $8 million dollars?! With that big of an investment, Super Bowl advertisers must know whether their commercial resonated with viewers. Our fifth annual Brand Bowl index uses data from QuestBrand by The Harris Poll […]
Fourth Annual Index on the Big Game's Ad Impact.
Findings from a Harris Poll survey on behalf of the National Council on Problem Gambling.
A new Harris Poll report finds that sports fans still feel something is missing.
Article • 2 min Read
For every fan obsessively checking player stats, there are countless others who couldn’t tell you a single player’s name. This massive, untapped audience of “non-fans” represents one of the biggest growth opportunities in entertainment. But for too long, they’ve remained overlooked. The problem? Traditional leagues don’t do a good job of appealing to non-fans. […]
Article • 2 min Read
As consumer attention is pulled in a hundred different directions, every entertainment brand has the same aim: to capture viewers’ attention through joy. One arena that’s falling surprisingly short on delight – sports. Recently, The Harris Poll dug into this problem through The Joy Rematch, a report that exposes gaps in the fan experience and […]
Article • 4 min Read
In a fragmented media landscape defined by on-demand viewing, niche fandoms, and algorithmic feeds, the Super Bowl continues to stand apart. It’s not just the biggest game of the year—it’s one of the last moments when Americans still gather around the same experience at the same time. New Harris Poll research shows that: 69% of […]
Article • 3 min Read
The NFL isn’t just America’s most popular sports organization—it’s leaving its peers behind, outpacing every other league in brand equity and redefining the emotional bond with its audience. While competitors have held steady since 2021, the NFL is soaring, driven by rising perceptions of Fun, Energetic, and Premium—core attributes that fuel loyalty and engagement. According […]
Article • 2 min Read
Picture a NFL fan. You probably imagine a young man wearing a jersey, maybe holding a beer, and yelling at the TV screen. However, women make up almost half (46%) of the NFL fanbase. While many women are already avid football fans, a very different subject rallied even more female interest in the NFL in […]
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