Underrated Sports That Can Boost Your Brand Visibility

Many brands ring fence their budgets for football, Formula 1 or leading global leagues. Yet a wide group of underused sports can deliver sharp engagement, loyal communities and strong value. These sports have powerful audiences across Europe, Asia, North America and the Middle East. Each offers targeted sports partnerships and sports advertising routes backed by real numbers and fast growing fan groups.

Below is a region by region look at advertising potential across six underrated sports that can lift brand awareness.

Darts Rising Audiences Across Europe and the UK

Darts have become a major entertainment product in the UK and across Europe. The PDC World Darts Championship reached more than 3.7 million UK viewers in 2023 and live event attendance has grown each year since 2017.

Why brands lean towards darts

• Strong presence on UK and European TV
• Affordable sponsorship inventory
• Loyal fanbase with high dwell time on broadcasts
• Event crowds offer high energy activations

Sports advertising opportunities

• On-stage branding
• Player shirt sponsorship
• Tournament naming rights
• Hospitality activations
• Ambassador deals with top players

MMA Thriving in the Americas and Middle East

Mixed Martial Arts is one of the fastest growing sports worldwide. The UFC recorded more than 700 million global fans in a 2023 YouGov report, driven by growth in the US, Brazil and the Middle East.

Where audiences are strongest

• USA and Canada
• Brazil
• UAE and Saudi Arabia
• UK and Ireland

Advertising routes

• Fighter sponsorship
• Branded content integrations
• Event partnerships
• Grassroots MMA series support

Table Tennis A Huge Market in Asia

Table tennis has more than 300 million players worldwide, with Asia hosting the largest share. China, Japan, South Korea, Singapore and Malaysia lead participation and viewership. Global streaming numbers climbed sharply during major ITTF events, with youth viewership showing consistent increases.

Brand advantages

• High participation rates
• Fast paced content for social media
• Family friendly audience

Top advertising formats

• Event perimeter boards
• Team and player sponsorships
• Digital campaigns with influencers
• Youth development programme support

Brands seeking to reach Asian consumers often see table tennis as a direct entry point.

Horse Racing Holding Prestige in the UK and Middle East

Horse racing remains a high value sport globally. The UK’s Royal Ascot draws around 270,000 attendees each year, while Saudi Arabia’s Riyadh Season races have attracted international coverage and record purse values.

Why horse racing is effective

• High attendance numbers
• Luxury associations
• Hospitality rich environments

Sports advertising opportunities

• Race sponsorship
• Jockey and trainer partnerships
• Branded paddock spaces
• Media package integrations

This sport suits premium brands, lifestyle labels and hospitality groups seeking a refined environment.

Extreme Sports Connecting with Young Global Audiences

Extreme sports have moved into the mainstream. The X Games reports more than 100 million global viewers per year and content from skateboarding, BMX and freestyle sports consistently ranks near the top of TikTok and Instagram.

Why brands engage

• Strong youth reach
• High social shareability
• Constant content creation

Key advertising formats

• Athlete ambassadors
• Branded event zones
• Social first content partnerships
• Co branded merchandise drops

Extreme sports are ideal for brands targeting 16 to 30 year olds with bold, expressive messaging.

Equestrianism Growing in Europe and the Middle East

Equestrian sports continue to expand, with European Federations reporting participation growth of more than 8 percent since 2021. Events in the UAE and Qatar attract international riders and high income audiences.

Marketing strengths

• High household income segments
• Strong presence among female fans
• Premium event environments

Advertising possibilities

• Rider and stable sponsorship
• Venue branding
• Lifestyle driven campaigns
• Year round academy partnerships

For brands positioned in wellness, lifestyle or luxury, equestrianism offers a natural fit.

How These Sports Support Brand Growth

Each sport above offers natural routes into sports partnerships and sports advertising. They allow brands to target niche audiences with precision and often deliver better value than crowded major sports. These sports also offer clean creative space for storytelling, brand ambassador talent and digital activations.

If you want to explore a tailored strategy across any of these sports, World Sports Advertising can help. We connect brands with global sports opportunities, ambassadors and partnerships. For more information, reach out to us today.

FAQs

Which underrated sports offer the strongest advertising value?

MMA, darts and horse racing deliver strong viewership growth and offer flexible sports partnerships for brands.

Which regions offer the biggest audiences for niche sports?

Asia dominates table tennis, Europe leads darts and equestrianism, while the Middle East is rising across MMA and horse racing.

How can brands activate in extreme sports?

Brands can use athlete ambassadors, branded zones, merchandise collaborations and social first content.

Why should brands invest in these sports?

These sports deliver targeted audiences, strong engagement and diverse sports advertising opportunities at accessible entry costs.