Game Changing: How sport makes us happier, healthier and better connected.
Sky Sports commissioned Public First to explore the transformative role of sport in the UK, examining its economic, social, and cultural impact. This new research highlights how sport connects communities, drives economic growth, and improves the wellbeing of millions, while setting out recommendations to ensure sport fandom continues to grow in the UK.
Key Findings
- In 2023, sports activities contributed nearly £10 billion to the UK economy, with spending on tickets, merchandise, and related services driving growth across multiple sectors.
- Engaging in sports—whether through playing, watching, or fandom—helped UK adults create 62 million new social connections in 2023, fostering stronger communities and shared experiences.
- Watching sports inspired UK adults to undertake 3.6 billion hours of additional exercise in 2023, significantly benefiting both physical and mental health.
- Increased visibility of women’s sports has driven a surge in popularity, with 30 million UK adults watching women’s sports in 2023 and a record audience for events like the Women’s Super League.
- In 2023, Sky Sports contributed nearly £4 billion to the UK economy, equivalent to £10 million per day. This includes £1.1 billion in additional revenue for British pubs driven by sports broadcasting.
- With the right policies and investments, the UK’s sports sector could gain 10 million new fans by 2034, contributing an estimated £13 billion annually to the economy.
You can read the full report here.
Methodology
Public First carried out five focus groups and 13 expert interviews as well as a survey of 2,010 adults in the UK from 3rd April 2024 to 7th April 2024, through an anonymous online poll.
All results are weighted using Iterative Proportional Fitting, or ‘Raking’. The results are weighted by interlocking age & gender, region and social grade to Nationally Representative Proportions.
Public First is a member of the BPC and abides by its rules. For more information please contact the Public First polling team: polling@publicfirst.co.uk.