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INSIGHT REPORT 2018www.globalwebindex.comExamining how digital consumers around the world engage with sports, and the opportunities for sports brands and marketersSports Aroundthe WorldContentsIntroductionKey Insights 03Engagement with Sports 04Sports Viewing: TV vs Online 15The Relationship Between Sports & Social 22Sports Brands & Commerce 26Online Gambling Around the World 33Notes on Methodology 34GlobalWebIndex Insight reports take a deep-dive into the crucial topics of the industry. In this report, we focus on the world of sport throughout Asia Pacific (APAC), Europe, Latin America (LatAm), North America and the Middle East and Africa (MEA). We will examine how the relationship with sport differs by region, and the potential to reach fans through second-screening and sponsorship. This report explores:• Engagement with Sports – which sports and sporting leagues are the most popular around the world, and which demographics are most likely to watch sport online?• Sports Viewing: TV vs Online – what role does televised sport have in a world where media consumption has increasingly shifted online?• The Relationship Between Sports and Social Media – how have sports and social streaming integrated over the past year, and do sports fans see an appeal in watching sports on social networks?• Sports Brands and Commerce – how many people are buying sports clothing/equipment and which brands are the most popular?• Case Studies in Sports Sponsorship – what are the opportunities for Fortnite, A-B inBev and Chevrolet with their sponsorships of sporting leagues and teams?Key Insights85% of internet users say they regularly watch at least one sport online or on TV. Sport is particularly popular in Latin America, where 90% of the internet population report watching one or more sports online, driving up global averages. In other regions, at least 3 out of 4 internet users also exhibit this behavior. For most frequently watched sports, soccer takes the top spot, with a massive 25 point lead over swimming, the second most watched sport. With the exception of North America, soccer claims the top spot in each of the regions. 33 out of the 40 markets we surveyed cite it as their most-followed sport.Soccer might be the most popular sport to watch globally, but only a quarter of internet users say they regularly play it. In Latin America, the Middle East, and African markets, however, this figure jumps to approximately 40%.Among the sporting leagues and events globally, the FIFA World Cup has the biggest reach, drawing in over half of internet users around the world as viewers. The only real challenger to soccer competitions are the Olympic Games. Both the Summer and Winter Games claim a spot in the top three most-watched global sports.There’s no doubting that TV behaviors have changed and are continuing to change. Time spent watching online TV continues to increase, and the youngest consumers, Gen Z, are spending notably less time watching broadcast TV than older con