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 in 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.

But let’s press pause on the soccer channel for a sec – it doesn’t just top the tables in viewership, it’s also the number 1 sport for participation. Among those who watch any sports, 53% say they watch the beautiful game, and for those who play sports, a further 53% say they participate in some way. This combo 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 above and beyond the games themselves - 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 watching 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 performance - 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 majority are largely 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 league 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.

In the Northern regions, Canada’s a hockey nation to its core, with 58% following the sport. But off the ice, American football (33%) has a surprizingly strong grip, while basketball and soccer (both 32%) are neck and neck, and baseball (31%) comes in 4th to round out the country’s most-watched sports.

Even in a soccer-mad world, regional nuances are key to understand when it comes to brands and broadcasters making an impact.

Which are the most popular sports teams?

Soccer clubs are in a league of their own when it comes to global sports fandom. Around the world, they dominate the popularity tables, with only a couple of exceptions breaking through the ranks.

Taking the top spot are clubs Manchester United and Real Madrid with each having 13% of all sports fans supporting them. That’s right, 26% of all sports fans support one of these two teams. Hot on their heels are Liverpool FC (12%), Manchester City (11%), and FC Barcelona (11%). These stats might not seem like big numbers in isolation, but together they reinforce soccer’s unmatched global appeal.

Off the pitch, there’s only two teams from other sports that have made their way into the global top ten. The LA Lakers (10%) stands out as the most popular basketball team, while Ferrari’s F1 team (8%) represents motorsport’s strongest showing. Often tipped as the most loyal of sports fans as they suffer through multiple seasons’ of heartbreak, the Tifosi are known worldwide for their unwavering devotion to the scuderia. 

So how can you score big with sports fans? Focus on the footie. With eight out of the top ten spots being soccer teams, it’s clear that it doesn’t just dominate in viewership and participation - it defines global fandom. By aligning with these powerhouse clubs, brands and sponsors can tap into some of the world’s most passionate audiences.

What are the most watched sporting events?

The world comes together a few times a year for the biggest sporting spectacles on the calendar. Maybe it’s the sheer scale of these events, perhaps it’s the thrill of elite competition, or maybe it’s the multi-country appeal of seeing various teams compete, but multi-sport tournaments typically dominate global viewership.

The Summer Olympics come home to take gold as the world’s most-watched sporting event, with 53% of sports fans tuning in. And the Winter Olympics isn't far behind to take the silver with 43% making time to watch the games. Nothing brings audiences together quite like these global showcases.

But it'll come as no surprise that Soccer isn’t that far behind. The FIFA World Cup pulls in a whopping 38% of sports audiences, and both regional and national competitions also draw significant viewership: 31% of sports fans watch the Asian Games, while 27% follow the English Premier League.

These events represent some of the biggest opportunities for brands and broadcasters to engage fans on a global scale. Whether it’s the stature of the Olympics, the showmanship of the FIFA World Cup, or the year-round buzz of regular tournaments, major sporting events continue to capture massive audiences. 

What’s the most popular sport people play?

It’s pretty clear by now that soccer dominates when it comes to what sports fans are watching. But what about when it comes to taking part? You might be surprized to hear it’s badminton. The shuttlecock based sport has kept a lower profile with viewership than some others, but 32% of people play it at some level. And it’s no shocker why. The rules are simple, and it’s playable by people of all ages, sizes, and ability levels. It goes to show the most-played sport isn’t always the most-watched.

But of course, Soccer still has a strong foothold when it comes to actual play, ranking second with 28% stepping 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.

Final thoughts 

It’s pretty clear by now that soccer is the undisputed leader in the global sports landscape. But brands can’t forget that it’s not just as simple as ‘what’s most popular’. Regional differences, evolving viewership habits, and shifts in participation are important when it comes to understanding the behaviours of the people who play and watch sports.

With streaming changing the way fans tune in, and participation trends shifting the future of sports culture, the big challenge for brands, broadcasters, and organizations is staying one step ahead. The best strategies don’t just reach fans at brand instigated touchpoints; they meet them where they are, in authentic and exciting ways.

Because in the end, sport isn't just entertainment. It’s connection, it’s shared passion, and it unites people across borders, screens, and generations.