February 27th, 2024, Kineree Shah
As the Cheltenham Festival approaches on March 12, YouGov Profiles reveals that a third of UK adults hold a positive view of the event (32%), with the highest approval seen among those aged 25-39 (34%), 40-54 (35%), and 55+ (32%), compared with only 25% of 18-25 aged adults.
Additionally, YouGov SportsIndex data shows that 6% of Britons have watched or followed the Cheltenham Gold Cup over the past year. Among these fans, gambling activities in the last 12 months show that three in five have purchased Lotto/National Lottery tickets (60%) or Euromillions tickets (57%). Half of them have placed online bets online on mobile (53%) while a quarter have placed a bet with a physical bookmaker (24%).
The Cheltenham Gold Cup holds a generally favorable standing, with one in five adults having a positive view of it from a reputational perspective. The perception of Quality follows closely, with 18% of Britons acknowledging it positively, while 12% carry a positive Impression overall. Recommendations and perceived Value are more conservative in comparison, with 7% and 6% respectively.
Notably, adults aged 55 and over are more inclined to view the Cheltenham Gold Cup favorably across all metrics, particularly with 28% associating it with a positive Reputation and 25% endorsing its Quality.
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Methodology: YouGov SportsIndex tracks every major sports property daily. Data referenced in this article from surveys of adults aged 18 years and above residing in UK between February 2023 to February 2024. The figures are based on a 52-week moving average.
YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.
Cover photo by Milena de Narvaez Ayllon