Anyone’s game: What are the most popular sports in the world?

Sport is universal. Whether you’re watching, taking part, or just arguing over a ref’s call, it’s a shared language that brings people together (most of the time). Across cultures and continents, sport sparks passion, creates rivalries, and builds communities. But beyond the love of the game, there’s big business in understanding which sports dominate, and how fans engage with them.

With 2025 in full swing, are the world’s biggest sports still holding their ground, or is the landscape shifting? How are fans consuming their favorite games in an era that combines streaming, highlight reels, and in-person experiences? And most importantly - what does this mean for brands, broadcasters, and sponsors?

We’ve crunched the numbers to reveal which sports are commanding global attention, how people are tuning in, and what these trends mean for brands that want to stay ahead of the game.

The most watched sport entering 2025

Some things never change - soccer (aka football for folks in the UK) is still the undisputed global champion.

Across 18 markets, 49% of people say they watch, follow, or are interested in soccer, making it the most popular sport worldwide by a clear margin.

That said, plenty of other sports command serious attention; 4 in 10 consumers follow basketball, while volleyball and tennis are both watched by nearly 1 in 3 sports fans. Swimming and badminton (both of which 31% of global consumers say they watch), table tennis (29%), and gymnastics (25%) also hold strong followings. Rounding out the top 10, athletics/track and field (24%) and boxing (23%) continue to attract a global audience.

Back to soccer for a moment – it doesn’t just dominate in viewership, it’s also the top sport for participation. Among those who watch any sport, 53% say they watch the game, while among those who play sports, a further 53% say they participate in some way. This combination of high viewership and active involvement cements its place as the world’s leading sport.

How do people watch these sports?

Engaging with sports goes far beyond the game itself - it’s about where, how, and who you watch it with. And in today’s digital-first world, it’s probably no surprise that streaming and TV dominate the experience.

Over half of sports viewers watch events either on TV or online, cementing digital as the go-to way to follow sports. But not everyone sits through the entire match - 45% prefer watching highlights instead, proving how bite-sized content is reshaping modern fandom.

And despite the hype around stadium atmospheres, only 20% of fans attend live events in person. That means the vast majority are engaging from a distance, making home viewing the undisputed champion.

Now we’ve covered how people tune in, let’s move on to where:

• 91% watch from the comfort of their own home - making it the heart of most sports experiences
• A smaller share, 27%, watch at a friend’s house or while on the move
• 23% tune in at a family member’s house
• And just 16% watch at work, school, or in an office

But sports are more than just entertainment - they’re a social experience. 45% of fans tune in with friends, while 38% watch with their partner. Families get in on the action too, with 24% watching along with their kids, and 21% watching alongside parents and siblings.

For brands, broadcasters, and advertisers, these viewing habits are key. With most tuning in from home and many favoring quick, bite-sized content, the way to capture sports fans’ attention is changing. Great campaigns should feel effortless, with content meeting fans at the right moment, in the right way, so that it feels like a natural part of their viewing experience.

So, who’s not watching soccer?

Despite soccer's global dominance, it’s not the top sport everywhere. In a few key markets, local favorites take center stage, pushing soccer down the table.

In the Philippines, basketball reigns supreme, with 75% of sports fans tuning in, followed by volleyball at 63%. Boxing, badminton, and swimming complete the country’s top five, showing a preference for fast-paced sports in a shorter timeframe.

Meanwhile, in the US, the big three - American football (65%), basketball (46%), and baseball (46%) - continue to rule the sports scene. Further down the list, gymnastics (25%) and ice hockey (24%) pull in dedicated audiences, but soccer fails to break into the top tier.

Up north, Canada is a hockey nation through and through, with 58% following the sport. Beyond the ice, American football (33%) has a strong foothold, while basketball and soccer (both 32%) are neck and neck. Baseball (31%) rounds out the country’s most-watched sports.

Even in a soccer-obsessed world, regional differences make all the difference. For brands and broadcasters, understanding these local preferences is key to making an impact.

Which are the most popular sports teams?

When it comes to global sports fandom, soccer clubs are in a league of their own. Across the world, they dominate the rankings, with only a couple of exceptions breaking through.

At the very top, Manchester United and Real Madrid lead the way, each having 13% of all sports fans supporting them. Close behind, Liverpool (12%), Manchester City (11%), and FC Barcelona (11%) round out the top five, reinforcing soccer’s unmatched global appeal.

Beyond soccer, only two teams from other sports crack the top ten. The LA Lakers (10%) stands alone as the most popular basketball team, while Ferrari’s F1 team (8%) represents motorsport’s strongest showing. 

With eight of the top ten spots belonging to soccer teams, it’s clear that the sport doesn’t just dominate in viewership and participation - it defines global fandom. For brands and sponsors, aligning with these powerhouse clubs means tapping into some of the world’s most passionate audiences.

What are the most watched sporting events?

Every now and then the world comes together for the biggest sporting spectacles. Whether it’s the thrill of elite competition, or the sheer scale of these events, multi-sport tournaments typically dominate global viewership.

Leading the pack, the Summer Olympics is the world’s most-watched sporting event, with 53% of sports fans tuning in. The Winter Olympics follows closely behind at 43%, proving that no other events bring audiences together quite like these global showcases.

Soccer, however, isn’t far behind. The FIFA World Cup pulls in 38% of sports audiences, reaffirming its global appeal. Regional and national competitions also draw significant viewership - 31% of sports fans watch the Asian Games, while 27% follow the English Premier League and NBA.

The numbers make one thing clear: spectacle sells. Whether it’s the prestige of the Olympics, the drama of the World Cup, or the year-round excitement of club soccer and basketball, major sporting events continue to capture massive audiences. For brands and broadcasters, these events represent some of the biggest opportunities to engage fans on a global scale.

What’s the most popular sport people play?

While soccer dominates global viewership, a different sport takes the top spot when it comes to participation: badminton. With 32% of people playing at some level, its widespread appeal proves that the most-played sport isn’t always the most-watched.

Soccer still holds strong, though. It ranks second at 28%, showing that while millions tune in to watch the world’s biggest matches, plenty also step onto the pitch themselves. Other widely played sports include table tennis (25%), basketball (24%), and cycling (24%) - each offering different levels of accessibility and cultural appeal.

For brands and sports organizations, these trends aren’t just numbers - they’re opportunities. Whether it’s investing in grassroots programs, encouraging active participation, or tapping into emerging markets, understanding where and how people engage with sports is key to shaping the future of the game.

Final thoughts (in added time)

When it comes to the global sports landscape, soccer remains the undisputed leader, but regional differences, evolving viewership habits, and shifts in participation tell a more complex story. Some sports dominate TV screens, others thrive in backyards or on local courts - but all of them matter to the people who play and watch.

With streaming changing how fans tune in, and participation trends shaping the future of sports culture, the real challenge for brands, broadcasters, and organizations is staying ahead. The best strategies don’t just reach fans; they meet them where they are, in ways that feel authentic and exciting.

Because in the end, sport is more than just entertainment. It’s a connection point - a shared passion that unites people across borders, screens, and generations.