MRI-Simmons, the essential consumer truth set, today announced the results of its latest Sports Fan Study, providing marketers with in-depth analysis of sports fandom in the United States. Among its many findings, the study revealed that 64% of Americans miss sports that have been postponed or cancelled due to COVID-19. This new consumer segment, aptly named “Sports Deprived”, skews male (58%), married (54%), and has a median age of 47. Additionally, these Americans reported feelings of being disconnected, sad and frustrated, a clear sign of the emotional toll that COVID-19 has wreaked upon sports fans.

Emotional Impact

The Sports Deprived group has strong emotions tied to the impact of COVID-19; 32% feel disconnected, 29% feel sad and 26% feel frustrated over the lack of sports in their lives. In addition, 56% actively worry about the future of their favorite athletes/teams/leagues and over a quarter have “lost the common language” they share with those around them.

To read more, go to the MRI-Simmons website via this link