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Australian sports fans trust athletes more than other public figures when it comes to product endorsements according to new findings from YouGov.

Its recent survey found that 68% of Australian sports fans trust athletes either “a little” or “a lot” when recommending or endorsing products.

This compares to 58% for singers, 56% for actors and only 33% for influencers.

Trust was highest among fans aged 18 to 34, where 86% said they trusted athletes most.

The data indicates a significant brand opportunity for sponsors targeting younger consumers through athlete partnerships.

Nicole Pike, global head of YouGov Sport, said athletes’ reach now often matches or exceeds that of the teams they play for. “

Their voices carry weight, especially when they speak out on social issues, and their platforms often rival those of the organisations they play for,” she added.

The study also found that 21% of sports fans had purchased a product that had been endorsed by an athlete.

In comparison, more than one in three (36%) had bought merchandise for a team they support, and 19% had purchased merchandise for a team they do not support. This suggests high-quality offerings can generate sales beyond a team’s immediate fan base.

When asked what makes an athlete appealing, 64% of fans cited skill level, while 29% said they liked their off-field personality.

A further 13% said they admired athletes who speak out on social or political issues, which the report suggests is becoming a more influential factor in the public’s perception of athlete-brand alignment.

International soccer stars, Lionel Messi and Cristiano Ronaldo were found the most admired male athletes among Australian sports fans.

Tennis player Alex de Minaur was the top-ranking local athlete, coming in fifth overall. He was followed by Australian cricketer, Steve Smith and Formula 1 driver, Oscar Piastri.

Social media remains a key engagement channel for athletes and teams, according to the survey report.

It found t the majority of fans follow their favourite athletes and teams online, with team accounts slightly outperforming those of athlete by eight percentage points.

YouGov says this slight gap presents an opportunity for joint campaigns between rights holders and athletes to improve audience reach.

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