The Global Game: Top Sports by Region and Why Brands Should Pay Attention
By Chloe Barrett
Jun 18 2025, 5 min read
Around the World in 7 Sports: Where Passion Meets Opportunity
In a world where billions unite over a 90-minute football match or a last-second buzzer-beater, one thing is clear: sport isn’t just entertainment—it’s a global obsession. For brands, this obsession is golden. From sold-out stadiums to TikTok highlights, sports offer unmatched exposure across borders. But which sport rules where? And more importantly, where should your brand show up next?
Let’s sprint through the regions where sports reign supreme and where your brand might just score big.
China – Ping Pong Royalty Meets Digital Titans
China’s sports scene is as intense as its population is massive. While table tennis is practically a national treasure, basketball is wildly popular among the youth—thanks to the legacy of Yao Ming and a massive NBA following. And let’s not forget esports; with the League of Legends Pro League (LPL) drawing millions, this is one digital goldmine brands can’t afford to ignore.
Fast Stats:
- Over 600 million sports fans in China
- Sports economy valued over $500 billion
- Youth engagement led by esports and basketball
Explore basketball advertising in China
United Kingdom – Where Football is Religion
The UK lives and breathes football. From the electric nights of the Premier League to packed pubs during Champions League clashes, this is the heartbeat of British sport. Boxing continues to punch above its weight with a proud legacy, while darts holds a niche but fiercely loyal fanbase.
Fast Stats:
- 75% of UK adults follow sport
- Sports media reaches 50M+ yearly viewers
- Sports industry valued at £40+ billion
Check out our Combat Sports opportunities
Europe (Ex-UK) – From Football Fever to F1 Thrills
Football is king here, too. Think La Liga, Bundesliga, and Serie A—each commanding colossal audiences. But Europe also shifts gears with Formula 1, which has exploded in popularity thanks to shows like Drive to Survive. Add golf into the mix, especially tournaments like the Ryder Cup, and you’ve got a continent obsessed.
Fast Stats:
- 250M+ Europeans watch sports annually
- Sports market exceeds €300 billion
- Football dominates cross-border engagement
USA – Home of Hype, Hoops, and Helmets
When it comes to media spectacle, few can rival the U.S. sports machine. Basketball leads the way, with the NBA as a global cultural export. The NFL and MLB are money-printing machines, with enormous local reach and growing global appeal.
Fast Stats:
- Over 200 million Americans tune into live sports
- Sports media worth a staggering $80+ billion
- 60% of adults identify as sports fans
South Asia – Cricket Madness with a Football Kick
Welcome to the land where cricket is more than a sport—it's a way of life. The Indian Premier League alone draws viewership that rivals the Super Bowl...every match. Football is making moves too, especially among younger fans, while hockey holds a legacy slot in fan hearts.
Fast Stats:
- 500M+ viewers across India, Pakistan, Sri Lanka, and Bangladesh
- IPL is a multi-billion dollar broadcast behemoth
- Football and hockey are fast-growing contenders
Tap into the Cricket World Cup frenzy
Middle East – The New Sporting Frontier
The Middle East is flexing its muscles in global sports. Football dominates grassroots and elite levels alike, while Formula 1 and Boxing have seen massive state-backed investments and glitzy international events.
Fast Stats:
Oceania – Rugby, Footy, and Fierce Loyalty
In Oceania, loyalty runs deep. Rugby League, Rugby Union, and AFL have cult-like followings in Australia and New Zealand. High per-capita viewership and national pride make this region a goldmine for brands that want to connect on a community level.
Fast Stats:
- 80%+ of adults follow national leagues
- Home to some of the most engaged fans per capita
- Local tournaments draw millions, especially in prime time
The Bigger Picture: Sport Is Big Business
Behind the chants and cheers lies a juggernaut:
- The global sports equipment market brought in over $170 billion in 2024
- Sports betting? A cool $300+ billion industry
- Nike and Adidas still rule the gear game, with Nike leading at nearly $50 billion in global sales
From grassroots leagues to billion-dollar franchises, there’s never been a better time for brands to ride the wave of global fandom.
Your Brand, Centre Stage
Whether it’s a perimeter board in Manchester, a jumbotron in Mumbai, or team kit branding in Shanghai—sports are how people connect. And smart brands? They connect through sport.
Ready to get your brand in the game?
Let’s talk. Or if you’re curious, check out the sports we cover and our latest news for inspiration.
The fans are watching. Time to make your move.