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Nielsen report shows fans, formats, and fierce females fuelling sports boom
MUMBAI: Nielsen’s latest Global Sports Report lands like a last-minute winner—unpacking how sponsorships, women’s sports, and shifting media habits are fuelling the next wave of growth in the global game.
With 51 per cent of the world’s population calling themselves fans, the beautiful game is a branding bonanza. A whopping 67 per cent of football lovers say they’re more inclined towards sponsoring brands—13 points higher than the average punter. The U.S., still warming up to football, is shaping up as the next power market, with 62 million fans and the FIFA World Cup 2026 looming. The fanbase is young, diverse, and loaded—76 per cent are Gen Z or millennials, and over a third live in $100K+ households.
Next up: women’s sports. Not just gaining ground—they’re sprinting ahead. Global interest in women’s sports hit 50 per cent in 2024, up from 45 per cent in 2022. In the U.S., the WNBA saw a 31 per cent spike in its fanbase, with viewership up 201 per cent for the 2024 season. Brands like Coach are already cashing in, tapping into a surging female fanbase where 47 per cent of women follow women’s sports, and 42 per cent tune into men’s matches—a leap from 2022 levels.
Third on Nielsen’s list: a media shake-up. Live sport still rules, but how fans watch is changing fast. Streaming is booming among the over-50s (up 21 per cent in two years), while Gen Z is flocking to newer formats like TGL golf. Social media’s not just driving discovery—it’s building new tribes. Rugby, for instance, is racking up fans in unexpected markets thanks to athlete influencers like Ilona Maher and viral Olympic moments. Even pickleball, once a punchline, is riding high on digital clout—fuelled by social-first brand moves like Nature Made®’s cheeky #ProPickle campaign.
Nielsen Sports general manager Jon Stainer said, “The global sports industry is experiencing an exhilarating evolution, as live sports continue to grow and extend into all parts of media. At Nielsen, we are uniquely positioned to deliver the most important insights for broadcasters, brands, and organizations interested in connecting with fans. The data in our 2025 Global Sports Report illuminates precisely the opportunities that exist for these partners as the worldwide appeal of live sport, especially with major, worldwide sporting events on the horizon, gains even more momentum.”
With fandoms fragmenting and formats evolving, Nielsen’s 2025 report makes one thing clear: if brands want to score, they’ll need to move fast, think digital, and back the underdogs.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
