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London | All the buzz: Wimbledon tops YouGov Sport report

The Wimbledon Championships tops the 7th YouGov Sport Buzz Report released last week, the list of the UK’s ‘buzziest’ sport teams, events and leagues from 2019.

Three of the Top 4 are women’s or mixed properties, with the Women’s World Cup and the England team missing out on top place by a fine margin. It shows that, given the right platform, there’s plenty of appetite out there for women’s sport but marketers have to find ways of keeping it in the spotlight. As some of the sports who have fallen out of the Top 10 this year have found, that’s easier said than done. Frank Saez, Founder and Managing Director of YouGov Sport

According to new research released by YouGov Sport, Wimbledon narrowly beat the Rugby World Cup, which comes in at a close second.

It was a strong year for rugby, with the Guinness Six Nations also making a top 5 spot.

The annual SportsIndex Buzz Report reveals the sporting events and properties which generate the most positive chatter amongst the UK public and, for the first time this year, international data is also included.

The FIFA Women’s World Cup and the England Women’s National Football Team also made it into the top 5, the first time that female-only sport properties have featured in YouGov Sport’s yearly study.

Frank Saez, Founder and Managing Director of YouGov Sport says the rankings show the potential inherent interest in women’s sport as it continues to grow.

“Three of the top four are women’s or mixed properties, with the Women’s World Cup and the England team missing out on top place by a fine margin,” Saez said.

“It shows that, given the right platform, there’s plenty of appetite out there for women’s sport but marketers have to find ways of keeping it in the spotlight.

“As some of the sports who have fallen out of the top ten this year have found, that’s easier said than done.”

2019 was also a good year for cricket in the UK, with the ICC World Cup taking place on British soil and ending with a final that will live long in the memory, and followed by an epic Ashes series, which provided its own memorable moments.

Both the World Cup and the England Test Cricket Team feature highly in YouGov’s list, coming in ahead of both the Premier League and the Champions League.


© YouGov

Wimbledon, however, tops the list and continues to be ‘solid gold’ as far as its ability to generate Buzz goes.

It reaches the top of the Buzz rankings whenever there is an off-year for mega-events and 2019 was no different.

Even without British interest past the quarter-finals stage of the main draw, the event still creates astonishing amounts of positive chatter.

Tennis was well-represented on the list, with The Queen’s Club Championships placed 13th, probably due to Andy Murray’s return to win the doubles alongside Feliciano Lopez in his first tournament back after hip surgery; and the French Open at Roland Garros next at No 14.

Interestingly, both were positioned higher than the US Masters golf, which saw Tiger Woods’ remarkable return to Major-winning form.

The Australian Open also made the list, in 19th place, but there was no room for the US Open or the ATP Finals.

SportsIndex is a service tracking 200 leagues and events on 16 perception metrics across 38 countries.

In the field every day, 1.4 million surveys per year enable fan profiling for more than 2,000 teams across 30 sports, with preference and perception links to 10,000 brands.

For more, visit sport.yougov.com/sportsindex-annual-buzz-report





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