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Loyalty towards sports brands despite cheaper alternatives by age
The survey differentiates sports brand loyalty by age — from strong repeat-purchase intent among 16–24s to markedly lower loyalty among 55+ consumers.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
06/02/2026 - 06/03/2026
Survey country
Survey country
Germany
Sample
Sample
n=1,252 people interested in sports (top 2 on 4-point scale), of which n=166 (16–24 yrs.), n=338 (25–34 yrs.), n=322 (35–44 yrs.), n=264 (45–54 yrs.) and n=162 (55+ yrs.)
Question
Question
Would you say that you are loyal to a sports brand, i.e. you buy it again and again, even if there are cheaper alternatives?