Key stat: 19% of US adults play team sports, up from 11% in 2020, according to CivicScience, signaling that people aren’t only watching sports, they’re participating as well.

Beyond the chart:

• Participation in fitness activities also increased to 40% from 37% in 2020. Group fitness provides marketing opportunities for brands to sponsor or participate in these clubs.
• 47.6% of people in the US will watch live sports this year, per our September 2024 forecast.

Use this chart: Brands and sports leagues can tap into the rising interest in team sports by promoting local recreation leagues and community events. Sports advertisers should find ways to tie campaigns into active lifestyles. Retailers can use this chart as evidence of momentum for team gear and performance wear.

Related EMARKETER reports:

Methodology: Data is from a January 2025 CivicScience survey. 1+ million US adults were surveyed online during October 2020-January 14, 2025. The survey was weighted to the U.S. Census ages 18+.