SPORTSINDEX 2018 ANNUAL BUZZ REPORT

Rugby dominates positive sports chatter in 2017

5th edition of SportsIndex Buzz Report reveals events which generated most positive buzz amongst public in 2017:

  • Wimbledon – most positively talked-about sports event of the year
  • Big strides for rugby – Union events make up two of top three
  • Cycling now part of top table – Tour de France cements incredible rise up rankings
  • FA Cup is football’s golden egg – the only football property in top 20
  • FIFA World Cup – out of negative figures
  • Tennis – well-represented in top 20 with four properties

A new edition of SMG Insight’s Buzz Report has revealed the buzziest sports events of 2017.

The sports and sponsorship research agency has published its 5th annual SportsIndex Buzz Report. The report compiles a league table of the sports properties which have created the highest levels of positive chatter amongst UK audiences over 2017 – and the big winner is rugby.

With the Six Nations Championship and the British and Irish Lions Tour, the sport takes two of the top three slots, beaten only by Wimbledon which takes the title of most positively talked about sports property for the year.

Cycling has cemented its place in the British sporting firmament in 2017. The Tour de France, which in 2016 climbed from almost the bottom of the league to near the top, maintains a top-five position this year.

Frank Saez, Founder and Managing Director of SMG Insight, says that the rankings tell sports marketers a lot about how British audiences are consuming their sport.

“Despite the dominance of football in the media, our rankings show that there’s still plenty of appetite amongst UK audiences for a range of sports. Ten different sports are represented in our top 20 properties.

“Wimbledon’s success is testament to the quiet evolution which takes place at the tournament that keeps it relevant and exciting year after year. Wimbledon has a halo that keeps it head and shoulders above other events this year.

“A big event does not automatically mean a big positive buzz. The FIFA World Cup created net negative buzz in 2016. That improved in 2017 with the tournament making it into positive figures but it still has a long way to go to catch up with other major events.”

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