GWI Sports helps you keep up with sports fandom - from attitudes and behaviors to teams and leagues. The most important things to know about GWI Sports are:
For a complete view of what's covered, you can find the GWI Sports questionnaire here.
It’s international
GWI Sports is an international data set, featuring markets from across the world. Details about the markets included, their annual samples as well as what's covered in the data set can be found in our coverage page.
Like all of our international data sets, GWI Sports is asked identically everywhere, letting you understand and compare audiences internationally. Surveys are shown to respondents in their local language and brand lists are localised to ensure relevance.
It’s biannual
GWI Sports runs twice a year. As Sports fandom can be very seasonal, with large tournaments or competition wins dramatically shifting the landscape, you can either combine these two waves for a full year perspective or take a look at the most recent wave for a view on the latest trends.
It represents sports fans
GWI Sports represents internet users aged 16-64 who are ‘sports fans’. Starting in Q2 2024, we began including respondents aged 65+ in Canada, Japan, the UK, and the US.
Everyone who follows at least one sports event or league in GWI Core, is invited to take part in GWI Sports. Before starting the GWI Sports survey, we confirm that respondents engage with sports by asking them if they have an interest in sports, play a team sport, play an individual sport, go to the gym, watch sports or attend sports matches. Those who engage with sports in any of these ways, qualify to take the survey.
The universe sizes for GWI Sports are weighted to mirror the GWI Core universe of ‘sports fans’ by age, gender and education.
It can be used with GWI Core
GWI Sports respondents have all completed GWI Core (including the Brand & Media module) at some point in the last six months. For example, respondents from Q2 of GWI Sports all completed either Q4 or Q1 of GWI Core.
This means questions can be compared across the two data sets, letting you combine the depth of GWI Sports with the breadth of GWI Core. For further information on how to combine GWI Core with an add-on, click here.
It’s easy to complete
Taking part in GWI Sports is a straightforward process for our respondents because:
It’s quick to do - completing the survey takes a respondent around 10 minutes
It’s user friendly - GWI Sports is fielded on our own survey platform, which we designed in-house with the respondent in mind
It's mobile friendly - respondents can take part where and when suits them best