- Meta dominates sports discovery: 60% of surveyed fans said Meta platforms are their primary destination for discovering new sports content and products, outpacing YouTube (40%), TV (29%), and TikTok (13%).
- Superfans shape culture and commerce: 64% of Meta’s sports audience identify as superfans, and more than a third take commercial action—clicking sponsor links, following brands, or purchasing after engaging with sports content.
- Engagement beyond live games: 96% of sports fans on Meta interact with content before, during, and after matches, with nearly half of activity happening outside of live play.
- Creators drive action: 83% of fans come for highlights, athlete posts, or fan-made content, while 87% of Threads users said they’d consider buying products endorsed by their favorite athletes.
- Advertising outcomes are measurable: 89% of fans act after seeing sports-related content on Meta, from purchasing tickets or merchandise to following brand sponsors, making the platform highly conversion-friendly.
Meta’s report shows 60% of fans rely on its apps over rivals like YouTube and TikTok for the latest in sports.
Meta has positioned itself at the heart of global sports fandom, and its latest Sports Consumer Research provides a data-driven validation of that claim. Conducted in partnership with the National Research Group across six key markets—the U.S., UK, France, Germany, Brazil, and India—the study highlights how Meta’s ecosystem of platforms, including Facebook, Instagram, WhatsApp, Messenger, and Threads, has become the most trusted space for fans to discover, discuss, and act on sports content.
The company frames itself as “the largest stadium for sports,” not just hosting conversation but influencing how fandom translates into cultural momentum and commercial outcomes. For leagues, teams, and advertisers, this is more than a slogan: it reflects a media landscape where Meta’s scale and integration place it ahead of rivals such as YouTube and TikTok in the battle for attention.
Fans Who Define the Culture
One of the report’s most striking findings is the scale of what Meta calls its “superfans.” Some 64% of fans engaging with sports content across its platforms identify themselves as highly devoted followers. These are not casual observers—they are trendsetters, shaping conversations that ripple far beyond a single post or highlight reel.
Meta notes that this audience is also commercially influential. More than a third of its sports fans reported clicking sponsor links, following brand accounts, or making purchases after encountering sports-related content. This underscores why advertisers view Meta not just as a distribution channel but as a commerce driver.
Engagement That Extends Beyond the Final Whistle
Meta’s dominance is not confined to game time. According to the report, 96% of sports fans on its platforms engage with content before, during, and after live events, creating a near-constant cycle of interaction. Nearly half of this engagement takes place outside live play, often focused on content like team news, commentary, or fan-driven discussions.
The company emphasizes the fluidity with which fans move across platforms—shifting from Instagram Reels to WhatsApp chats or Threads conversations during matches. This multi-platform engagement strengthens fan bonds, creates layered conversations, and ensures that the fan journey remains active well beyond the stadium.
Trust as the Differentiator
The report also highlights a significant trust advantage. Sixty percent of surveyed fans said Meta platforms are their go-to for discovering new sports products and experiences. This compares to 40% for YouTube, 29% for television, and just 13% for TikTok.
That level of trust positions Meta as not only the biggest but also the most credible environment for sports engagement. For advertisers and sports organizations, this trust translates directly into brand alignment, making Meta the leading platform for introducing new products, merchandise, or campaigns to audiences predisposed to act.
Content and Creators as Commercial Engines
Meta underscores the importance of creators and athletes as the lifeblood of its sports ecosystem. Eighty-three percent of fans said they come to Meta for highlights, athlete posts, or fan-generated content, and the overwhelming majority of those fans engage actively by liking, sharing, or commenting.
Creators also wield significant influence over consumer behavior. The report finds that 87% of Threads users would consider trying a product endorsed by a favorite athlete. For brands, this aligns with broader marketing shifts toward authenticity and peer-influenced recommendations, reinforcing the role of creators as not just storytellers but as catalysts for conversion.
Implications for Brands and Advertisers
Meta’s pitch to advertisers is clear: the platform’s sports audience is not only vast but also primed for action. The report notes that 89% of sports fans take some form of action after encountering sports content on Meta, whether that’s purchasing tickets, buying merchandise, or engaging with a sponsor link.
Platform recall is another metric Meta highlights. Forty-one percent of sports fans recall seeing promotional content on Instagram within the last month, while 28% recall seeing it on Facebook. These figures reflect strong retention, keeping brands front of mind during the moments that matter most.
The Digital Arena of the Future
The Sports Engagement Report signals Meta’s determination to make sports fandom a central pillar of its platform strategy. By emphasizing trust, relentless engagement, and the commercial influence of creators, Meta positions itself as the indispensable arena where fans, athletes, brands, and leagues converge.
For sports organizations and marketers, the message is straightforward: the future of digital sports engagement is being written across Meta’s platforms, and those who want to influence fandom at scale cannot afford to sit on the sidelines.
