The Wide World of Sports Fandom


As the profile of the Canadian consumer changes, so does the profile of the Canadian sports fan. Sports has always been a critical element in connecting and engaging with consumers and as the experience economy continues to dominate, understanding everything about these consumers to maximize those interactions is imperative.

The Wide World of Sports Fandom is the first in a two-part series (the second being Engaging with Sports Fans) that will help companies truly understand the wide world of adult Canadian sports fandom. This first report highlights the demographic and psychographic profile of the traditional and esports Canadian fan, the most popular sports and leagues, the top esports games, and the three distinct sports fan segments to be aware of.

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Results for this report are from Vivintel’s Sports & eSports Study,and are integrated to Vividata’s Study of the Canadian Consumer, providing consumer data against 350+ product categories, and 4,000+ consumer and media brands. Interested in gaining software access to this extensive database to perform your own custom analysis?           Contact us.


Nationally representative surveying was done during January, 2019. This resulted in a total of 3,510 respondents. All respondents were either Traditional Sports followers and/or eSports followers. The sports and esports data were then integrated to Vividata’s Study of the Canadian Consumer (Winter 2019).

Additional information


A PDF of the full report


Charts within the report available for download as a PowerPoint file


Excel file of all data presented within the report