Olympics Provide a Pathway for New Sports Fans

RADIO ONLINE | Wednesday, February 18, 2026 | 1:04pm CT

Edison Research

New data from SSRS shows the Olympic Games continue to generate stronger interest among non-sports and light sports fans than any other professional or collegiate league.

According to the SSRS Sports Poll, the Olympics draw significantly more interest from non-sports fans and light sports fans than other major leagues - a trend that has remained consistent for more than 30 years of tracking.

The findings come amid a busy February sports calendar that included the Super Bowl matchup between the Seattle Seahawks and the New England Patriots, as well as global attention surrounding the 2026 Winter Olympics.

Over three decades, the Sports Poll has measured interest levels across four audience segments: non-sports fans, light sports fans, average sports fans, and avid sports fans. In both the non-sports and light fan categories, the Olympics rank highest by a significant margin - a position the Games have held since the poll began tracking interest more than 30 years ago.

Beyond audience engagement, the Olympics also appear to play a key role in cultivating sports fandom. In 2021, the SSRS Opinion Panel found that 68% of Americans age 12 and older said the Olympic Games were an important factor in becoming a sports fan.

Edison Research says the data from the Sports Poll and SSRS Opinion Panel can help media companies, marketers, and rights holders better understand how to connect with both established and emerging sports audiences.