What you need to know

American football is the most popular sport in the United States, while arguably the most controversial. This Report will provide a look at the American football landscape from a consumer standpoint, covering viewership, attendance, consumer spending and key trends, including COVID-19’s impact on the sport. It also explores current perceptions, barriers and opportunities related to following football and attending games. Other topics explored include the impact of legalized betting and fantasy sports, the growing intersection of sports and gaming, concerns of health impact to players and more. Expect to see examples of how brands are engaging with fans through football, as well as the Analyst’s perspective on the future of football.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the football industry

  • Opportunities for brand integrations through football

  • The intersection of the sports and gaming worlds

  • How fans will watch NFL games moving forward

This Report was written July-August 2020.


For the purposes of this Report, Mintel defines a “football fan” as any respondent that follows at least one of the NFL, college football or the XFL.

For more information, see Marketing to Sports Fans – US, November 2019

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