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Vivintel’s Sports & eSports Study

Vivintel's Sports & eSports Study provides over 1,000 variables related to fandom, merchandising, participation, and advertising awareness. This study is linked to Vividata’s Survey of the Canadian Consumer, providing members Vividata’s full suite of variables for extended analysis.


  • Gain deep insights into Canadian sports fans and their behaviours across key categories, to maximize opportunities with current and potential fans, partners and sponsors.
  • Build sponsorship and fan strategies through our results on motivation and actions, understand the “what” and “why” behind fan behavior.
  • Obtain team level insights across the NHL, NBA, MLB, NFL, CFL and more.
  • Results are linked back to the full Vividata Survey of the Canadian Consumer, leveraging 60,000 variables across media, demographics, and lifestyle.

Key Areas of Coverage:

  • Viewership and attendance
  • Fandom for teams/leagues
  • Favorite player/athlete
  • Motivation to follow specific sports
  • Social media engagement
  • Streaming live events
  • Streaming by device
  • Sources for sports information
  • Advertising awareness
  • Sponsorship awareness
  • Spending on events and merchandise
  • Attitudes and opinions
  • Betting
  • Fantasy Sports

Accessing Sports & eSports Study

  • Custom and syndicated reports are available now.
  • Software access to a database that links Vivintel’s Sports and eSports Study to Vividata’s larger Survey of the Canadian Consumer Study is available now.

“The Vivintel Sports & Esports Study has become an essential resource for us at the CFL and key to help us understand who our fans are across Canada. The findings from the study help strengthen our partnership conversations, by showcasing the value of our fans across a variety of categories, and help support marketing decisions, especially as it relates to the media channels our fans engage with.”

Chris Williamson, Canadian Football League (CFL)


For more information on the study and how to purchase software access and reports, please contact:
Tosha Kirk
VP Client Services

Check out the Reports for Sale!

Vividata has a number of sports & eSports research reports available for purchase, covering topics such as league fandom, current eSports trends, fan engagement, and more!

Take Me There


Ready to dig into the data?

Our reports will help you dig deeper into the consumers of your brand, and paint a vivid picture of the Canadian Consumer. Contact us today, to learn more about membership and purchasing our studies.


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