US college sports fans have sizeable disposable incomes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 18, 2021, 3:03 AM UTC

Learfield’s Intercollegiate Fan Report provides marketers insights into nearly 182 million global college sports fans.

US College sports have more fans than major sports leagues like the NFL or MLB. Data from over 20 million direct college sports fans (“Known Fans”) and 130 million “digital” fans found that college sports fans are 1.6 times more likely to have incomes more than $100,000.

Further, "Known Fans" are present in 93% of all US counties, with 53% residing within 50 miles of the campus. Among the top 10 demographic areas (DMAs) that companies target, “Known Fans” in those areas have higher engagement rates.

When compared to the adult population, 59% of college sports fans are expected to have an income of $7,500 and $10,000 monthly (disposable). To engage college fans, plan in-person local activations on game and non-game days with a continual marketing strategy.

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