GSIQ

GSIQ’s latest global research into the next generation of sports fans reveals how young people in the UK engage with sport both as participants and fans. Based on research across 11 international markets, the UK white paper explores sports participation, fandom drivers, media consumption habits, reasons for quitting sport, sponsorship perceptions and the future appetite for sport among 15–25-year-olds.

We asked 5,000 young people across 11 markets one big question: what will it take to make you a sports fan? Our first findings from the UK and U.S. reveal what drives fandom, where sports are successfully converting participants into fans, and what barriers prevent deeper engagement. The research explores the gap between casual fans and superfans, and highlights what young people say would make them more connected to sport in the years ahead.

With the Glasgow Commonwealth Games approaching, GSIQ’s TACTIQ travel data reveals a young, affluent and family-oriented audience that is still actively making travel decisions. The findings highlight strong demand for premium accommodation, broader leisure experiences beyond sport, and a significant opportunity for destinations, hospitality providers and rights holders to engage high-value travellers before bookings are finalised.

New analysis from GSIQ’s TACTIQ consumer travel tracker examines travelers who are using the FIFA World Cup in the United States as the main vacation of their year. The research explores who they are travelling with, where they plan to stay, how they intend to move around the country, what activities they enjoy beyond football, their key travel concerns, and the channels they use to plan their trips.

GSIQ has been appointed as a strategic research and insights partner to Qiddiya City, supporting commercial decision-making across venue development, partnership strategy and motorsport integration through data-led advisory.

European travellers attending the Miami Grand Prix skew younger, male and higher income, with strong multi-sport interests and a clear preference for luxury travel, cultural experiences and upscale accommodation.

Formula 1 now sells enough tickets each season to rank among the world’s major events. But unlike most mega-events, the championship moves from city to city, creating a travelling wave of sports tourism. Using data from TACTIQ, GSIQ analysed the fans most likely to travel for F1, examining their demographics, travel habits and destination preferences. The findings show how these fans differ from other travellers and why they represent a particularly valuable tourism segment.

With fewer than 100 days until the FIFA World Cup, GSIQ’s TACTIQ consumer travel tracker reveals how international fans planning trips to the U.S. intend to travel, spend and experience the tournament. Data from key football markets shows World Cup travelers plan longer stays, significantly higher trip budgets and broader leisure activities beyond football, presenting a valuable opportunity for U.S. destinations and travel brands.

With the Milano-Cortina Winter Olympics and the FIFA World Cup on the calendar, 2026 will be a defining year for sponsorship. From better measurement to sponsorship as a true platform, these are five trends set to shape the industry.

Arabian Travel Market 2026 will spotlight the rapid growth of sports tourism, as new research from GSIQ reveals that sports event travellers spend up to twice as much per trip as regular tourists, creating major opportunities for destinations, hotels and travel stakeholders.