Sports and Esports Fandom

Uncover the fever that drives fandom with essential data and insights on Canada’s sports and esports consumers.


Everything You Need to Know About Sports and Esports Fans in Canada

From what drives Canadians to follow their favourite teams, to attending live events, buying fan gear, placing sports bets and more, the SCC/Sports & Esports database by Vividata® helps you uncover consumer insights that delve into the passion Canadians feel for the sports, athletes, games and gamers they can’t get enough of.

Fans of Professional Sports

Create in-depth demographic, consumer, media and psychographic profiles of Canadians that follow the world’s top professional sports leagues – from the occasional viewer to the fever-pitch fan. Plus, uncover the growing fandom of woman’s professional sports and score insights on Canadians who like to beat the odds through sports betting.

Sports Betting

From the top sports betting sites, to how and why fans bet, delve deeper into the emerging sports betting market in Canada with hundreds of all-new variables, including recency and frequency of betting, sports bet on, amount placed per bet, bet type, sportsbooks used, opinions on betting, and so much more.

Emerging Esports Fans

Plug in to the emerging market of professional online gaming and its evolving consumer fanbase through hundreds of variables dedicated to esports leagues, teams, streaming preferences, fan merchandise, brand sponsorship and more.

Create More Complete Fan Profiles

Vividata’s Sports and Esports database comes fused to the SCC | Study of the Canadian Consumer, helping you create fan profiles that include enhanced demographics, purchasing behavior, media habits, lifestyle, attitudes, opinions, consumer brand preferences and more, through 60,000+ additional variables.


From What They Watch to Where They Shop

The SCC/Sports and Esports database provides over 1,000 variables related to fandom, merchandising, participation, betting, and more. Plus, with its linkage to Vividata's Study of the Canadian Consumer,  you can analyze against the SCC’s full suite of media and consumer variables to create more complete fan profiles.

Key Fandom Variables:

  • 55+ professional sports leagues (e.g. NHL, NBA, MLS, and more)
  • Viewership and attendance
  • Fanbase for all major leagues, teams, and sporting events
  • 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
  • 20 online sports betting properties (e.g. Bet 365, Mise-o-Jeux, Proline, and more)
  • Betting frequency and spend
  • Fantasy sports
  • Women in Sports
  • Professional Women's Sports

How To Access Our Data

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Dive Into the Data with Easy-to-Use Analysis Tools

All of our research studies – including the Survey of the Canadian Consumer – are available through Dapresy, Nielsen, and Telmar datamining platforms, letting you cut and slice the data to your needs, with ease.

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Have Us Build Custom Reports for You

Vividata offers custom analysis and reports built in-house by our insights team. Our reports take the time and guess work out of analysing exhaustive datasets so you can focus, get informed and make decisions.

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Go Deeper with Data Science And Direct Data Delivery

Leverage our robust datasets in combination with your own first party data and take insights to a new, deeper level through sophisticated data integration and data segmentation.

Get Started

Reach out for a demo of our datasets, to get access, or learn more about our services.

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Join the over 500 worldwide brands, media companies, advertising agencies and more getting exclusive access to deeper, more relevant consumer and audience data and insights through a Vividata membership.

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Vividata’s specialists in survey development, data integration, data fusion, and data analysis, can help you navigate the complex seas of consumer research, ensuring you get the data and insights you need to reach potential and existing customers, more effectively.


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