For many years, the sports world has reported on the relocation of numerous formerly European sports events to the Middle East or East Asia. Formula 1, but also other major sports organizations like FIFA, have implemented a comprehensive globalization strategy over the past 15 years, making their events significantly more global in focus.
Yet, despite the internationalization trends within the global sports scene, the question remains largely unanswered as to whether fan interest - meaning the media consumption of sports - aligns with these global shifts. After all, despite the push for global reach, most fans of clubs, competitions, and events in the past were concentrated in the home countries of the stars, events and clubs.
This seems to still hold true in today’s increasingly globalized sports world. Independent of onsite spectators, OLOQIQI took a closer look at the dedicated TV coverage viewership numbers for the Formula 1 Grand Prix in São Paulo, Brazil, comparing them with data from the Mexican GP held a week earlier. The particularly high viewership in the host country, Brazil, is striking, especially considering that Brazil currently doesn’t have a national Formula 1 hero. Including secondary coverage would make this home market effect even more noticeable.
During the São Paulo Grand Prix, 21 live and highlight broadcasts reached a combined viewership of nearly 31 million. A week prior, only 8.1 million Brazilian viewers tuned in for the Mexico GP. Similarly, in Mexico, 15.2 million people watched across 33 broadcasts for the home Grand Prix, while viewership dropped to just 7.4 million the following week during the Brazilian event (including training, qualifying, and the race itself).
These numbers highlight that despite the global scope of major sports events, local audiences remain vital. These viewership trends underscore the potential for partners and sponsors to target and engage these dedicated fan bases. OLOQIQI’s analysis provides valuable insights into this effect.
Yet, despite the internationalization trends within the global sports scene, the question remains largely unanswered as to whether fan interest - meaning the media consumption of sports - aligns with these global shifts. After all, despite the push for global reach, most fans of clubs, competitions, and events in the past were concentrated in the home countries of the stars, events and clubs.
This seems to still hold true in today’s increasingly globalized sports world. Independent of onsite spectators, OLOQIQI took a closer look at the dedicated TV coverage viewership numbers for the Formula 1 Grand Prix in São Paulo, Brazil, comparing them with data from the Mexican GP held a week earlier. The particularly high viewership in the host country, Brazil, is striking, especially considering that Brazil currently doesn’t have a national Formula 1 hero. Including secondary coverage would make this home market effect even more noticeable.
During the São Paulo Grand Prix, 21 live and highlight broadcasts reached a combined viewership of nearly 31 million. A week prior, only 8.1 million Brazilian viewers tuned in for the Mexico GP. Similarly, in Mexico, 15.2 million people watched across 33 broadcasts for the home Grand Prix, while viewership dropped to just 7.4 million the following week during the Brazilian event (including training, qualifying, and the race itself).
These numbers highlight that despite the global scope of major sports events, local audiences remain vital. These viewership trends underscore the potential for partners and sponsors to target and engage these dedicated fan bases. OLOQIQI’s analysis provides valuable insights into this effect.