Football Remains King, But UK Sports Landscape Sees Shifting Engagement in 2025
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The UK’s sporting preferences remain firmly rooted in tradition, but a new wave of interest is building across several disciplines, according to the latest EY-Parthenon UK Sports engagement Index.The annual report, based on a survey of over 4,000 UK adults, reveals that football continues to dominate, but also highlights the growing popularity of activities like hiking and basketball, alongside a resurgence in conventional sports like cricket and rugby.
Football’s Continued Reign & Broadening Engagement
For the second consecutive year, football holds the top spot as the UK’s most engaging sport overall. The 2025 index confirms this position,with engagement measured by participation,viewership,and event attendance. Following football, Formula 1, swimming, and tennis maintain their positions as key players in the UK sports scene. Notably,hiking has climbed the ranks,moving up two places to fifth,surpassing running in overall engagement.
However, the landscape isn’t static. “The 2025 EY-Parthenon UK Sports Engagement index highlights a dynamic and evolving UK sports landscape,” stated a senior official at EY. “While Football, Formula 1 and swimming remain dominant, the rise of Hiking and the resurgence of sports like Cricket, Rugby and Golf signal a broadening definition of engagement.”
Traditional Sports Stage a Comeback
The index reveals surprising gains for several established sports. Cricket experienced a meaningful jump, climbing six places from 14th to 8th in the rankings. Rugby Union also saw increased engagement, rising three places to 10th, while golf moved up four spots to 11th. These gains suggest a renewed interest in these sports, attracting both casual and dedicated fans. According to the report, golf’s growth is especially driven by consistent, weekly engagement.
Perhaps the most striking rise belongs to basketball, which jumped seven places to 13th. This surge is attributed to increased engagement from younger fans through social media content and live events.
The report also highlights the rapid growth of women’s rugby. A significant 25% of women’s rugby followers started following the sport in the past two years, likely spurred by England’s performance in the World Cup. In contrast, only 10% of men’s rugby followers began following the sport within the same timeframe, underscoring the rapid growth of women’s rugby.
“While major tournaments like the UEFA Women’s Euro and Women’s Rugby World cup have amplified followership, the challenge now lies in sustaining this interest and promoting participation at domestic and grassroot levels,” added a sports strategy lead at EY-Parthenon. “This requires investment in infrastructure,coaching,and visibility for women’s leagues,alongside innovative digital engagement strategies to keep fans connected year-round.”
The evolving UK sports landscape demands adaptability from sports organizations. Those that prioritize diversity, wellbeing, and innovative fan engagement strategies will be best positioned to thrive in an increasingly competitive and inclusive surroundings.
Here’s a look at the top 15 sports according to the 2025 EY-Parthenon UK Sports Engagement Index:
| No. | Top 15 by Overall Size of Engagement Base | Position Change from 2024 |
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