YouGov study shows support for themed rounds in sport

A newly released study from YouGov Sport has found that themed rounds in Australian sporting leagues are generating increased support for diversity and inclusion while also engaging communities.

With themed rounds having become a notable part of the sporting calendar for many leagues in Australia, the YouGov Sport study, Themed Rounds in Australian Sport, notes that they have “not come without criticism” with questions arising “around their true purpose and impact (while) some argue that they are purely commercial”.

Exploring attitudes towards themed rounds and social messaging in sport, while examining the actual impact such events have on viewers and attendees, the YouGov Sport study advises “as we continue to experience cultural and political shifts across Australia, sport has increasingly adopted a role in celebrating diversity and inclusion and promoting social issues. 

“Whether professional or community-based, sports leagues and associations use themed rounds as a platform to address important societal issues. This study explores attitudes towards themed rounds and social messaging in sport generally and examines the actual impact such events have on viewers and attendees.

Table: Awareness of themed rounds. 35% of respondents indicated they did not view or attend any themed sporting round or event.

Explaining that “sport has increasingly adopted a role in celebrating diversity and inclusion and promoting social issues”, Themed Rounds in Australian Sport advises “whether professional or community-based, sports leagues and associations use themed rounds as a platform to address important societal issues. For many, they are an engaging way to raise awareness, drive positive change and encourage community engagement.”

Eight key insights from the report reveal:

1. Viewership and attendance was strongest for Anzac and Indigenous themed rounds, with the AFL and NRL’s respective Anzac and Indigenous rounds being the most attended events overall. Support for themed rounds is primarily driven by males (59% vs 48% among women), and younger respondents under the age of 65.

2. Support was stronger among respondents residing in Australia’s capitals compared to those living outside capitals (59% vs 45%).

3. Parents of children under the age of 18 were 35% more likely than respondents without young children to be in support of themed sporting rounds (63% vs 47%). Meanwhile, retirees were around four times more likely than full-time workers to oppose them (38% vs 9%).

4. Fans of female leagues were more likely to strongly support themed rounds than fans of their male counterpart league. This was true for five of six leagues in Australia.

5. Raising awareness for social issues was the primary reason for supporting themed rounds (30%). Other factors included their enablement of sport as a platform for positive social change, their general importance and because they promote equality and inclusion in sport.

6. Around one in five indicated that they opposed themed rounds (18%), with the primary driver being the perception that sports should be kept separate from politics and social messaging (60%).

7. Seven in ten respondents indicated that they took some sort of action or changed their behaviour after having viewed or attended a themed sports round or event. Meaning that just 31% of respondents said that they did not take any specific action.

8. Almost half of respondents under the age of 35 said that they shared their experience or thoughts about the event on social media or other platforms after having viewed or attended a themed round (46%).

Support
Within the sporting community, opinions towards themed rounds are as diverse as the themes themselves.

When asked how they felt about sporting rounds or events that are dedicated to raising awareness or addressing social issues, one third of respondents indicated that they strongly support them and believe they are necessary (33%).

A further 20% of respondents said that they support them but believe that they shouldn’t overshadow the sporting event.

Meanwhile, one in four respondents said they were indifferent and do not mind either way (24%). On the opposing end of the spectrum, less than one in five respondents indicated that they do not support themed rounds (18%).

Opposition
The primary driver for opposing themed rounds was the perception that sports should be kept separate from politics and social messaging. This was true for three in five respondents who indicated that they do not support themed sporting events (60%).

Around one in five opposing respondents also indicated that social messaging in sport can create divisions

(18%) and that sporting organisations should have neutral positions on social issues (17%).

Click here to download the full Themed Rounds in Australian Sport report.

Images: NRL Indigenous Round in 2019 (top) and AFL Indigenous Round in 2016 (below).