GWI Sports helps you keep up with sports fandom - from attitudes and behaviors to teams and leagues.
Explore the GWI Sports questionnaire for a complete view of what's covered.
It covers 18 markets globally
You’ll find market coverage, annual sample sizes, and data set details on our coverage page.
GWI Sports is asked the same way in every market, allowing you to understand and compare audiences globally. While the questions remain consistent, surveys are shown in each respondent’s local language, and answer options, like brand lists, are localized to ensure relevance.
It’s biannual
GWI Sports twice a year in Q2 and Q4. Sports fandom is highly seasonal; major tournaments or wins can quickly shift the landscape. You can combine both waves for a full-year view or focus on the latest wave to capture current 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, and from Q2 2025 in France, Germany, Italy, and Spain.
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