Supporter Behaviour
Ways Australians support and engage with teams and athletes.
In 2024/25, Australians also showed increased interest in supporting teams and athletes. Watching or attending live sport remained the most common way people engaged.
The overall trends show that these behaviours have now returned to levels seen before the Covid-19 pandemic.
The percentage of people buying or wearing merchandise for Australian international athletes, has increased from 5% in 2019/20 to 8% in 2024/25. Merchandise for Australian national teams remained stable at 9%.
Supporter behaviours undertaken in last year
Watched a live sporting event - 53% - 2023/24: 49% - 2022/23: 52% - 2021/22: 53% - 2020/21: 49% - 2019/20: 53%
Gone to a live sports event - 32% - 2023/24: 28% - 2022/23: 29% - 2021/22: 23% - 2020/21: 21% - 2019/20: 30%
Bought or worn a uniform or other supporter merchandise for an Australian professional sports team - 17% - 2023/24: 14% - 2022/23: 16% - 2021/22: 14% - 2020/21: 13% - 2019/20: 14%
Shared or made a positive post about a national sports team, game or event on social media - 10% - 2023/24: 11% - 2022/23: 10% - 2021/22: 10% - 2020/21: 9% - 2019/20: 11%
Bought or worn a uniform or other supporter merchandise for an Australian National sports team - 9% - 2023/24: 9% - 2022/23: 8% - 2021/22: 7% - 2020/21: 7% - 2019/20: 7%
Bought or worn a uniform or other supporter merchandise for Australian international athletes, playing professional sport around the globe - 8% - 2023/24: 8% - 2022/23: 8% - 2021/22: 7% - 2020/21: 7% - 2019/20: 5%
Shared or made a positive post about an Australian Olympic/ Paralympic/ Commonwealth athlete or team - 8% - 2023/24: 6% - 2022/23: 7% - 2021/22: 8% - 2020/21: 4% - 2019/20: not recorded
