How Sports Fandom Is Evolving in 2025

This report presents insights from L.E.K. Consulting's Annual Sports Survey conducted in January 2025, which gathered data from 4,520 U.S. adults regarding their sports fandom. The survey indicates that 47% of respondents identify as sports fans, with 28% as avid fans and 19% as casual followers. The NFL is the most popular league among avid fans. The report details demographic shifts in sports fandom, highlighting a 12% increase in interest among younger adults under 30 and an 8% increase among women. Notably, the Women’s National Basketball Association (WNBA) experienced a 65% growth in avid fandom, while men’s college basketball saw an 18% decline. The report also discusses the contrasting positions of women’s sports and soccer in the U.S. sports landscape, noting that while women’s sports are gaining traction, soccer fandom remains fragmented. The document outlines the implications of these trends for media rights and fan engagement moving forward.