Analysis finds community key to building Australian sport fandom

Family allegiances remain the key driver in creating Australian sports fans, despite the emergence of new digital platforms, consumption habits, and globalised broadcasting, according to new analysis by sports marketing agency Two Circles.

Across Australia, fan data shows family bonds and the influence of the community as the main reasons behind who, why, what and when fans start cheering for a specific sport or team, with almost half of all Australians finding their passion by the age of 14. These decisions, which can last a lifetime, generally align with the environment fans have grown up in.

This fandom accelerates when Australian sports fans share their passion with their social circle, with 77% of supporters more likely to be highly passionate about their sport or club, compared to those that do not share their following with their immediate community.

This insight comes from new analysis by Two Circles, casting a light on the origination of sports fandom across Australia and what organisations, brands, government and authorities can do to harness fandom across the country.

Among the key findings
Sharing Strengthens: The Power of Community in Fostering Fandom
The importance of shared passion resonates deeply in the Australian sports landscape and the role of family is notably significant. Of those who became fans of a sport between 1950 and 2010, family bonds are cited as one of the primary reasons for fandom beginning, with Gen Z supporters rating the impact of family and friends equally. AFL, in particular, sees a sharp correlation between high family fandom and fan origination, with the role of Australian family, friends, and community scoring much higher than global averages.

Made by 14: Cultivating Lifelong Passion from Youth
Of those Australians who become fans, 50% discover their passion before the age of 14 - consistent with the global trend.

Cricket and AFL emerge as foundational passions, with 65% of fans for both sports becoming enthusiasts by the age of 14.

These early enthusiasts ‘Made by 14’ exhibit a 47% increase in engagement, a 16% rise in daily sports consumption, and a 56% uptick in spend on sport versus fans who are ‘made’ later in life.

Notably, the trend indicates a general shift toward younger fandom in Australia when compared with other countries, with sports like basketball, football and rugby league - as well as cricket and AFL - all witnessing significant growth in young fans in recent years.

Heroes & Teams: The Evolving Dynamics of Fandom
While both the AFL and NRL remain popular for team loyalty, the younger generation in Australia displays an increasing affinity for individual athletes, particularly across digital platforms.

This is especially notable amongst the North American team sports growing their presence in Australia: 21% of NFL and 18% of basketball fans primarily follow certain individuals, in comparison with just 10-13% for netball, NRL, AFL and cricket.

That said, national teams are still a key driving force. Cricket in particular relies on national attention, with 35% of all respondents citing their allegiance to the Baggy Green as a key reason for following the sport, far more than for any other national side.

New Origination, Same Retention: Embracing Digital Pathways to Sustain Fandom
Watching sports on linear broadcast remains dominant, accounting for almost 40% of fan origination experiences. However, newer routes to fandom are having a major impact on the market. 33% of Gen Z fans now cite gaming as their primary - and often first - way to engage with sports.

Watching on-demand highlights has also become crucial for staying informed, especially in sports like basketball and motorsport, where time zones may prohibit live viewing.

For older fans, participation in sports such as tennis and golf remains key, highlighting the enduring impact of hands-on experience in sports fandom. However, the power of participation is most clear for netball, where one in five fans follow the sport to deepen their understanding of the game.

Two Circles Client Services Director - Australia and New Zealand, Clare Vigers advised “these insights underscore the evolving nature of Australian sports fandom, painting a vivid picture of how passions are ignited, nurtured, and sustained across generations.

“By understanding these diverse pathways, we can empower sports organizations to create initiatives that resonate deeply with fans, fostering a vibrant, inclusive sports community in Australia."

Two Circles Fan Origination Analysis
The Two Circles Fan Origination Analysis uses the company's unique perspective on the sports industry as well as our experience in processing over one billion data records, speaking with 500m+ fans on social media every day, and enriching with 30k+ stories from sports fans around the world, to equip sports rights-holders with a better understanding of fans’ journeys into sport. The analysis is a deep dive that fuses a combination of data sets unique to Two Circles, and complements those by national representative surveys in various markets globally. 

Click here for a detailed analysis of the study and further insights.

Image credit: Storyblok.