Nielsen – Global Sports Report, 2025

The main theme of the report is the analysis of factors transforming the sports industry and sponsorship strategies.

Key findings include the popularity of soccer as the most popular sport in the world, opening opportunities for brands. Women's sports are gaining popularity, with fans changing the game, requiring new approaches from brands and rights holders. The growth of media and social networks increases access to sports and opens opportunities for new formats, such as tech-rich leagues.