Perceptions of College Sports: Brands that Won in 2025; Opportunities in 2026

U.S. college sports fans watched 11.4 events in 2025, up notably from 9.5 in 2024. We are forecasting they will watch 12.4 events in 2026. These fans offer a unique opportunity for brands; 44% of college sports fans consider brand sponsorship in some way while making their purchase decisions.

Which brands won the college sports fan in 2025, and how can brands capitalize on this valuable subsegment of consumers in 2026? This report provides those insights and more.