What the Study Covers:

The MRI-Simmons Sports Fan Study explores how U.S. sports fans engage with teams, leagues, and content—across platforms, locations, and levels of intensity. The study explores the motivations, spending habits, and brand connections that drive fan loyalty, making it an invaluable resource for brands that invest in sports.

Key Benefits for marketers:

• Comprehensive Fan Engagement: Metrics on watching, attending, listening, streaming, and following across major leagues, teams, esports, and sports betting platforms.
• Rich Fan Profiles: 360° segmentation by lifestyle, personality, media habits, and attitudes—fused with MRISimmons USA variables and over 150 fan sentiment statements.​
• ​Spending & Brand Affinities: Insights into fan spending across 1,000+ product categories and overlap with 6,500+ brands, including sponsorship influence and loyalty drivers.
• Granular Market Intelligence: Geographic insights down to state level and top 14 DMAs, enabling localized strategy and activation.

Activate High-Value Audience Segments​

• Segment fans by league, team, engagement level, and media habits
• Build custom audiences for for sponsorships, ticket sales, and promotions
• Align messaging with fan values, spending patterns, and brand overlap