Meta: The largest stadium for sports

The landscape of global sports fandom is evolving, and Meta stands at the forefront of this transformation. In September 2025, we partnered with National Research Group (NRG) to illuminate how Meta technologies have become the premier destination for sports enthusiasts, teams, leagues and advertisers. By fostering vibrant communities, enabling real-time engagement and driving measurable business outcomes, Meta continues to shape the future of digital sports experiences – before, during and after the game.

The research was conducted across adults aged 18 or older in the US, UK, France, Germany, Brazil and India, who identified as sports enthusiasts and who engage with sports content on at least one Meta platform.

Meta's unique and influential sports audience

Meta technologies ignite the heart of global fandom, uniting a uniquely passionate, powerful and influential audience at a scale unmatched anywhere else. Our sports community is more than just followers – they are trendsetters, cultural tastemakers and the vital force behind the evolution of sports engagement.

• Supercharged fandom: Meta is home to fandom in its purest, most electrifying form. 64% of our fans are self-proclaimed "superfans"1. These are leaders whose enthusiasm reshapes digital fandom. From the world's most iconic sports, such as global football, to trailblazing arenas such as e-sports and pickleball, Meta cultivates tribes of fans whose commitment fuels culture on every continent.
• Unmatched influence and buying power: Meta's audience doesn't simply watch games, they are interacting with brands and advertisements every opportunity they get. Meta's sports fans are the pulse of consumer momentum. When they engage, they buy, recommend and shape what's next, with 34% of Meta sports fans clicking a brand or sponsor link, following a brand or purchasing merchandise, tickets or a service after seeing sports content across Meta technologies.

When you want to reach, inspire and convert the most passionate, connected and influential sports audience, Meta is the home for it.

The fan journey: Beyond the broadcast

Meta's influence doesn't stop at the stadium gates or with the final buzzer. We transcend the broadcast, embedding ourselves in every moment of the fan journey and making every touchpoint resonant and impactful.

• Relentless engagement: An extraordinary 96% of sports fans on Meta use either Facebook, Instagram, WhatsApp, Messenger or Threads before, during and after a live game or event – surpassing all rival platforms and proving that Meta's engagement is never off the clock.
• Action beyond the arena: Forget passive watching. Nearly half (46%) of sports participation happens outside of game time with 25% of that time spent engaging with non-game sports content on social platforms. Here, fandom thrives around the clock – fans multitask, share and build anticipation through mobile, fuelling an electric ecosystem that never sleeps.
• Fluid platform dynamics: Over a third of sports fans on Meta effortlessly move between Meta technologies (20%) and between Meta technologies and non-Meta technologies (15%) during live sports. Whether it's sharing a reel on Instagram, chatting with friends on WhatsApp or reacting on Threads, these fans strengthen their bonds and deepen their connection to the sports and brands they love.

Meta empowers fans to own every moment, and invites brands to claim their place at the heart of the action.

Meta's leadership among platforms

Meta is the leader for sports fan engagement.

• Discovery and trust: When sports fans on Meta seek the freshest sports products and experiences, Meta is their go-to. 60% of these fans trust Meta over every other medium as the platform where the next big thing in sports is found including YouTube (40%), TV (29%) and TiKTok (13%).
• Cultural engine for community: Our platforms drive sports culture. From reels to real-time chats, instant highlights to viral commentary, Meta creates the arena where fan-to-fan energy flourishes, driving daily engagement that shapes what's trending and what's next.

Meta is where every major moment happens, where community and culture collide.

The impact of content and creators

On Meta, every campaign, partnership and piece of content has the power to move the conversation around products and brands. By leveraging creators and athletes, brands can set the bar for relevance, authenticity and reach.

• Content that moves the masses: 83% of sports fans on Meta flock to Meta for the electrifying highlights, athlete or team posts and user-generated or fan-made content. And these aren't passive viewers: 91% spring into action, sharing, liking, searching and amplifying the content to their own friends, family and followers. In fact, 70% of Instagram users are more likely to buy a product from a company that advertises in sports.
• Creators ignite action: Whether it's rising stars, legendary athletes or digital creators, their voices on Meta spark tidal waves of engagement. 87% of Threads users would consider trying a product that their favourite athlete uses. These collaborations don't just build fan bases, they move needles, drive direct responses and deliver results that brands can count on.
  

Meta elevates the ad game

Meta puts brands at the centre of sports culture, where action, ambition and innovation fuse for maximum impact.

• Conversion and engagement that count: 89% of sports fans on Meta take action after seeing sports content on Meta. Over a third of fans click a brand or sponsor link, follow a band or make a purchase – whether it's merchandise, tickets or services – demonstrating that fandom influences real-world business outcomes.
• Platform recall: 41% of sports fans on Meta recall seeing promotional sports content on Instagram in the past month, and 28% recall seeing it on Facebook. Meta technologies keep your brand front of mind in consumers' feeds when it matters most.

The sports world has a new home – a vibrant, culture-building community where fans, athletes, creators and brands come together to shape the future. Meta stands at the heart of this, connecting a diverse and passionate community with world-class content, real-time dialogue and culture-defining creator partnerships.

The digital era of sports fandom is being written now, and Meta is not just scripting the story, we're headlining the movement.

For every team, league and brand ready to make their mark on the most passionate fan communities in the world, the way forwards is clear. The journey, fandom and future happens all across Meta technologies.

Dive into the full Meta Consumer Sports Report (September 2025) or connect with your Meta team to discover how your brand can stand at the centre of the global sports conversation on Meta.

^{A superfan is defined as the % selecting 8-10 on a 0-10 scale of sports interest where 0 = not at all a fan and 10 = superfan}