NH-GSIQ

The opening seasons of an emerging sports property are not merely a growth phase. They are also a limited opportunity to build the evidence base that future decisions about sponsorship, media, investment and expansion will depend on.

Every sports governing body collects data. But having data is not the same as having the evidence needed to make better decisions. Before collecting more, organizations should ask whether the data they already have are fit for purpose, connected to the broader picture, and reaching the people making the decisions.

With the USA men qualifying for the 2027 Rugby World Cup in Australia, the next two years represent a critical growth window for rugby in the United States. While participation among young Americans remains low (3%), curiosity about the sport slightly exceeds current playing levels. Data shows that entertainment, community, identity and family tradition are key drivers of sports fandom among 15–25-year-olds — suggesting rugby’s growth opportunity may lie as much in fan development as grassroots participation.

Research among 15–25-year-old Americans shows that football converts fewer young people into players than basketball or soccer, yet remains one of the most effective sports at generating fandom without participation.

Sports tourism is booming in the U.S., with millions of Americans planning trips around major sporting events. GSIQ research reveals who these travelers are, what motivates them, and how destinations can win their loyalty.