Key stat: 44% of US faculty sports fans say sponsorship positively influences their buy selections, in accordance with February information from Big Chalk.
Beyond the chart:
Use this chart: Drop this in your subsequent sponsorship technique or model partnership assembly to indicate how faculty sports funding truly performs at the shelf. Use the 44% mixed determine to benchmark fan receptivity, and use the precedence vs. soft-influence break up to border the distinction between driving trial and constructing model desire.
Related EMARKETER stories:
Methodology: Data is from the March 2026 Big Chalk report titled “Perceptions of College Sports: Brands that Won in 2025; Opportunities in 2026.” 2,575 US adults ages 18+ had been surveyed on-line throughout February 12-16, 2026. Of the complete pattern, 1,457 met Big Chalk’s definition of school sports fan: watched or tried to observe at least one faculty sporting occasion in 2025, and did so deliberately somewhat than as a result of another person was watching it.
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