New research from MG OMD and Global reveals sport has become Britain's strongest force for community, influence and belonging

New research from MG OMD and Global finds that sport has become Britain’s number one community, offering a growing, powerful sense of connection at a time when shared national moments are increasingly rare.

The research surveyed 2,011 people aged 18+ in the UK to understand how aspects of identity and community shift depending on context, and to explore the evolving dimensions of belonging in modern Britain. The survey found that 34% describe themselves as active sports supporters, making it the most popular group of active belonging in the UK. In addition to this, 42% reported finding belonging in sports team groups and 41% in sports supporter groups, making these the third and fourth most tightly bonded community groups in the UK, following religious, ethnic and cultural heritage groups.

Now in its second year, Belonging in Britain tracks how communities shape connections and identity across the UK. Building on last year's research, which challenged reliance on reductive demographic profiling and showed that modern identity is anchored in the community, the passion and people, this year's study explores how culture shapes which of those identity signals rise to the surface, and sport communities are standing out as being particularly attentive, trusting and influential spaces. 

As sport’s social and cultural role continues to increase, the research reveals that the opportunity for brands has shifted beyond simply buying attention or being present in the excitement and drama of live sport. The real opportunity lies in understanding what sport means to people and communities, and creating programmes, partnerships and experiences that genuinely add value.

Rebecca Martin, Branded Sport Director, Global said: “Belonging in sport today goes beyond the live event or broadcast moment. It’s shaped by the communities, conversations and shared experiences that exist around it every day. The brands that succeed are not necessarily the ones shouting loudest during the biggest moments.  Instead, it’s the brands that feel like they belong in the everyday rhythm of sport.  It’s why we launched Sport by Global, a branded entertainment division dedicated to sport, to help brands create meaningful, fan-first experiences that genuinely add value to sporting communities.”

The report also found that brands entering these treasured spaces face significant responsibility. With 79% of UK adults having lost trust in at least one brand and 66% saying they have boycotted a brand as a result, simply advertising around sport is not enough. In tightly bonded sporting communities, brands will be judged on whether they understand the culture, respect its rituals and contribute something meaningful to the fan experience. 

Commenting on the report Sophia Durrani, Head of Strategic Planning, MG OMD said: "Belonging in Britain provides marketers with a deeper understanding of how people connect, participate and form identity today. What's particularly interesting this year is the extent to which sport has evolved beyond entertainment to become a truly powerful source of belonging, influence and community. For brands, these communities represent a powerful opportunity to build more meaningful audience connections.”

According to Alex Charkham, Chief Strategy Officer, at Fuse: "Sport is one of the few remaining institutions capable of generating deep feelings of belonging across modern Britain, driving an emotional connection that rivals religion and cultural heritage in the UK. In a year when we saw 68% of people (+4% from last year) say that their communities are important to who they are, sports communities and fandoms are proving to be one of the most powerful drivers of emotional connection. When brands earn their place within these communities, they earn genuine trust, influence and salience. It's an insight that marketers can no longer afford to ignore and shows the power that sport can deliver as a marketing platform."