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Changes in brand attributes through the association between luxury and sports by sport interest
The survey differentiates how sport shapes luxury brand perception across fan segments — from volleyball and tennis to basketball and soccer.
The survey differentiates how sport shapes luxury brand perception across fan segments — from volleyball and tennis to basketball and soccer.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
10/07/2025 - 10/08/2025
Survey country
Survey country
Germany
Sample
Sample
n=1,120 people interested in sport (top 2 on 4-point scale), including n=920 people interested in soccer (top 2 on 4-point scale), n=558 people interested in basketball (top 2 on 4-point scale), n=532 people interested in handball (top 2 on 4-point scale), n=492 people interested in tennis (top 2 on 4-point scale), n=442 people interested in ice hockey (top 2 on 4-point scale), and n=398 people interested in volleyball (top 2 on 4-point scale)
Question
Question
In your opinion, what impact does sport have on luxury brands? (Multiple answers possible; aided answers)