Why sports sponsorships are a natural fit for luxury brands
Luxury brands have long been associated with sports sponsorships, both in the US and around the globe. Whether it’s luxury watchmakers branding tennis Grand Slams or a high-fashion house backing a Formula 1 team, the message is clear: luxury views sports as a stage to communicate with audiences.
But what makes sports such a strong platform for luxury brands? Insights from YouGov Profiles suggest that American fans of sports aren't just more attuned to luxury—they're more willing to spend on it.
Sports fans show a stronger affinity for luxury values
Luxury branding relies heavily on perception. According to YouGov Profiles, 66% of US sports enthusiasts believe that luxury goods are premium quality products, compared to just 49% of the general adult population. This distinction matters. It signals that sports fans are primed to receive luxury messages with more credibility and receptiveness.
Additionally, nearly half of sports fans (47%) say they are willing to pay more for luxury brands—significantly higher than the 28% among all US adults. Perhaps most compellingly, 46% of sports enthusiasts view luxury goods as a good investment, again outpacing the general public (30%).
These attitudes make sports fans not just likely buyers but also ideal targets for campaigns that elevate brand equity. For luxury brands, this is a green light to lean into storytelling that blends legacy, excellence, and emotional value—all narratives that thrive in the sports ecosystem.
Age adds another layer of nuance. Among sports fans aged 18–34, belief in the premium quality of luxury products rises to 69%, with 53% willing to pay more and 53% saying they view luxury as a good investment.
Even in the 35–54 cohort, over half agree with these statements. While those aged 55+ are slightly more reserved in their views, a majority still recognize the quality of luxury offerings (57%) and about one in three see them as worth the higher price or a good investment.
This blend of appreciation and willingness to spend makes sports fans a uniquely valuable audience for luxury brands—especially those looking to elevate perception and justify pricing through brand storytelling.
What luxury products are sports fans of different age groups buying?
So how are these attitudes translating into actual purchase behavior? The data shows that while the majority of Americans haven't bought luxury goods in the past year, sports fans—especially younger ones—are more likely to make such purchases. Among the 18–34 age group, one in ten reported buying luxury shoes, and 9% purchased watches, accessories like sunglasses or handbags, or premium food items such as truffles or foie gras. Another 8% say they’ve splurged on beauty products, with smaller but notable shares reporting purchases of jewelry and fragrances.
Even among older fans, certain luxury categories remain relevant. In the 35–54 bracket, 10% bought shoes and 8% fragrances, while 6% picked up accessories or food items. Though purchase rates among those aged 55+ drop off significantly, a small but meaningful segment continues to engage with categories like watches and fragrances.
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