YouGov today unveiled its US Sports on the Rise in 2025 report, highlighting the leagues, teams, and events gaining the most momentum with American fans. Released on the first day of the NFL season, the report underscores the league’s enduring reach while also showing notable year-over-year gains for the NBA, WNBA, and global soccer brands, particularly among Gen Z and Millennial audiences.

Based on daily tracking of more than 200 major sports properties, the US Sports on the Rise in 2025 report draws on consumer surveys of more than 20,000 U.S. adults and ranks teams, leagues, and sporting events by their year-over-year increases in brand health.

Key highlights from the 2025 report

Basketball leads the charge

• NBA is the #1 overall improver (+5.4) among professional sports leagues, fueled by Gen Z (+8) and Millennials (+7).
• WNBA climbs to #2 biggest improver (+4.6), with cross-generational appeal including Gen X (+7) and Boomers (+5).
• LA Lakers rank as the most improved NBA team (+2), with big gains from Gen Z (+5) and Millennials (+2).
• NBA Finals are the #1 sporting event (+3), underscoring the league’s strong year-round visibility.

NFL maintains dominant reach

• The NFL remains the nation’s reach anchor, ranking #3 overall (+4) and tying for #1 among Boomers (+5).
• The Washington Commanders are the top NFL riser (+5), with strong gains among Gen X (+5) and Boomers (+6).
• The Super Bowl continues to deliver broad engagement, ranking #2 overall (+3) and #1 with Boomers (+3).

Soccer surges with youth

• European leagues dominate with EPL (+13), UEFA Champions League (+12), and La Liga (+9) showing explosive growth among Gen Z.
• Barcelona leads all soccer brands in the U.S., with +4 overall and a massive +7 among Gen Z.
• MLS momentum grows as well, improving +5 in awareness and favorability.

Baseball steadies with heritage fans

• MLB posts a +2 overall gain, holding the top spot among Boomers (+5).
• The New York Mets take the top position among MLB teams, rising +3 overall and ranking in the top two across all generations.

Hockey sees targeted growth

• The New York Rangers show sharp gains, with a +2 overall increase and a standout +5 among Gen Z.
• The Florida Panthers rise +1.6 among Gen X and +0.8 overall, signaling that what was once seen as a niche hockey market is building lasting fan resonance across multiple generations.

“These findings underscore just how dynamic and diverse the U.S. sports landscape has become,” said Nicole Pike, Global Head of YouGov Sport. “Basketball’s year-round relevance, from the NBA’s momentum to the WNBA’s surge in cross-generational appeal, along with the explosive rise of global soccer and the NFL’s enduring strength, shows that brands have more opportunities than ever to connect with fans across demographics and platforms and to build strategies that meet the unique dynamics of each audience segment.”

“Soccer’s upward trajectory and long-term growth horizon in the U.S. underscores its place as a global cultural force, and LALIGA is proud to be a key driver of that momentum. Partnering with YouGov gives us a powerful lens into the evolving interests of American sports fans, helping us unlock valuable insights that guide our growth strategy and deepen connections with audiences across generations,” said Santiago Lucio, Head of Sales, LALIGA North America.

The US Sports on the Rise in 2025 report tracks year-over-year improvements in YouGov proprietary sports index scores, which measure value, quality, satisfaction, reputation, and recommend across more than 200 leagues, teams, and sporting events, reflecting shifts in consumer sentiment from August 2024 to August 2025.

The full US Sports on the Rise in 2025 report can be downloaded here.