Agreement is highest among adults aged 45–54 (75%). Adults aged 25–34 are the most likely to disagree (5%), although disagreement remains low across every age group.
Do fashion partnerships benefit sports organisations?
Consumers also see value for sports organisations. Around two-thirds (65%) agree that sports organisations benefit from partnering with fashion brands, while 21% neither agree nor disagree and 5% disagree.
Once again, younger adults are the most likely to strongly agree (29%), compared with 14% among those aged 55 and over.
UK consumers are divided on whether fashion partnerships make sport more appealing
Views are less clear-cut when it comes to improving sport’s appeal. While 42% agree that fashion partnerships make sports more appealing beyond traditional fans, 29% neither agree nor disagree and 23% disagree.