NRG introduces
The biggest highlights in shifting fandom, key touchpoints, and cultural momentum in the sports ecosystem in 2026 and beyond. Powered by Sports IQ, the always-on tracking service
Built for the teams shaping where sports go next:
Move through the study’s working chapters. Each combines foundational intelligence with timely pulses as the year unfolds.
Move beyond demographics to understand how fans pay attention, participate, and assign value.
The report pulls from a range of moments throughout the sports calendar to create a connected view across seasons, audiences, and cultural touchpoints.
Establish core audience, attention, and attachment benchmarks.
Pull data from major and semi-major sports seasons.
Investigate timely questions at relevant points in the calendar.
Bring in applicable outside data to deepen the story.
Translate the snapshots into implications for the road ahead.
What’s included
Made for leadership conversations, strategy rooms, and day-to-day business questions.
A focused narrative with clear implications, not a data dump.
Granular outputs for teams that want to interrogate the findings.
A faster way to navigate the intelligence and surface the right answer.
A guided briefing that turns findings into a productive working session.
Input into modular pulses so the research stays close to real business needs.
Next steps and investment
The report
Includes the comprehensive end-of-year report with presentation and data for all metrics cited.
The tracking service
The Sports IQ tracking service monitors granular-level changes, tentpole events, and more in real time throughout the year. Sports IQ is in field every week with a responsively updated broadcast and event list, and 2,500 weekly interviews.
Drill deep into league engagement, live moments, platform equity, and behavior profiling at any moment.
NRG offers varying levels of engagement to suit your needs.
Start the conversation
Contact Elizabeth Potash Zapata at elizabeth.potash@nrgmr.com for more details on The Annual State of Sports Engagement and Sports IQ.
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