Sports fans are paying attention. Research shows most fans support athletes and teams who take a stand on important issues. Use these insights to shape how you communicate, reach fans where they are, and move people toward change.
“I would support [athletes] sharing stories...I think it's important for people to share personal experiences because it's a way to build empathy and understanding about an issue. I think it gives more opportunity for genuine discussion about a tough topic.”
—Qualboard Participant, 2024
Get to know today's sports fans.
Fans are paying attention to the game and to the world around them. Our research shows how they think about racism, where they get their news, which voices they trust, and how they respond when athletes speak up. Use these insights to craft stories that resonate, build trust and drive cultural conversations rooted in health equity. Explore the 2024 research findings.
of adults say athletes can have an impact in raising awareness about important issues in American society.
They are trusted voices with real influence. When they speak out, people listen, especially when it connects back to issues fans already care about.
of adults say race has an impact on people's opportunities to reach their best health.
Making the connection between race and health is something most fans will be able to understand
of adults support athletes sharing their opinions on important issues.
Most fans think athletes should have a voice, even if they don't agree.
Top issues for sports fans include mental health, cost of living, and racism and discrimination.
These aren’t separate from the game. They’re what fans bring with them to the stands and what athletes carry into the game. Speaking to these realities makes sports figures more human.
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Mini Reports
Fan Profiles:
