GSIQ: China's Next Generation of Sports Fans white paper

Young Chinese people are most likely to be motivated in their fandom by pride and identity - and are much more likely to say they are influenced by sponsorship. This white paper reveals what makes young Chinese people fans of sport.

The Next Generation of Sports Fans series covers eight markets: UK, US, Australia, Canada, China, Germany, India and MENA (Saudi Arabia and UAE combined). Each report draws on a core survey of approximately 500 respondents per market, with quota controls for age and gender. The full dataset spans 11 markets including Indonesia and Vietnam.