CSGF and Moojing Market Intelligence Release Sports Events Consumption Trends Insight Report
Source：CHINA SPORTING GOODS FEDERATIONRelease time：2026-06-29Clicks：
China Sporting Goods Federation (CSGF), together with its data partner Moojing Market Intelligence, has jointly released the "Sports Events Consumption Trends Insight Report". The report provides an in-depth analysis of how major sporting events drive sports consumption. Taking the 2024 UEFA European Championship and the 2025 World Athletics Championships in Tokyo as case studies, the report provides an in-depth analysis of how sports events fuel sports consumption.
Consumer Profiles: Young Generations Prioritize Experiences, Older Groups Favor Physical Goods
The report reveals distinct age-based segmentation among sports consumption. The 30–39 age group leads with an average annual spend of RMB 2,689, followed closely by the 19–29 group at RMB 2,566.
Young consumers are driven by emotional attachment and celebrity figures (e.g., event tickets, athlete-related training courses) and tend to opt for service-oriented consumption.
Older consumers make purchase decisions based on daily scenarios such as regular workouts, fitness training and event viewing, with a preference for tangible physical products.
UEFA Euro 2024 Boosts Brand Globalization, Event-Watching Economy Revitalizes Consumption
· Five Chinese enterprises were named among the 13 global official sponsors of UEFA Euro 2024, marking a critical platform for Chinese brands to advance global expansion.
· The event-watching economy delivered visible growth across multiple product categories: retail sales of sports and entertainment goods hit RMB 141.5 billion, up 11.1% year-on-year.
· Social media generated 3.789 million total topic mentions and 406 million interactions, a staggering month-on-month surge of 1,872.3%.
· During UEFA Euro 2024, online sports footwear sales reached RMB 17.81 billion, up 12.9% year-on-year, including soccer boots at RMB 246 million (+12.3%).
Tokyo World Athletics Championships Drive Category Expansion, Sustained Consumption Growth Across Full Cycle
· During the event, retail sales growth of sports and entertainment goods reached 19.6% year-on-year.
· In September, online sales of athletics-related categories reached RMB 14.2 billion, with both sales revenue and volume up approximately 18% year-on-year.
· The sports footwear market demonstrated a dual growth pattern: running shoes generated RMB 3.33 billion (+23.6%) with steady growth. Clunky sneakers reached RMB 490 million (+40.9%), with both volume and price lifted by viral fashion styling discussions online.
Consumer Profiles: Young Generations Prioritize Experiences, Older Groups Favor Physical Goods
The report reveals distinct age-based segmentation among sports consumption. The 30–39 age group leads with an average annual spend of RMB 2,689, followed closely by the 19–29 group at RMB 2,566.
Young consumers are driven by emotional attachment and celebrity figures (e.g., event tickets, athlete-related training courses) and tend to opt for service-oriented consumption.
Older consumers make purchase decisions based on daily scenarios such as regular workouts, fitness training and event viewing, with a preference for tangible physical products.
UEFA Euro 2024 Boosts Brand Globalization, Event-Watching Economy Revitalizes Consumption
· Five Chinese enterprises were named among the 13 global official sponsors of UEFA Euro 2024, marking a critical platform for Chinese brands to advance global expansion.
· The event-watching economy delivered visible growth across multiple product categories: retail sales of sports and entertainment goods hit RMB 141.5 billion, up 11.1% year-on-year.
· Social media generated 3.789 million total topic mentions and 406 million interactions, a staggering month-on-month surge of 1,872.3%.
· During UEFA Euro 2024, online sports footwear sales reached RMB 17.81 billion, up 12.9% year-on-year, including soccer boots at RMB 246 million (+12.3%).
Tokyo World Athletics Championships Drive Category Expansion, Sustained Consumption Growth Across Full Cycle
· During the event, retail sales growth of sports and entertainment goods reached 19.6% year-on-year.
· In September, online sales of athletics-related categories reached RMB 14.2 billion, with both sales revenue and volume up approximately 18% year-on-year.
· The sports footwear market demonstrated a dual growth pattern: running shoes generated RMB 3.33 billion (+23.6%) with steady growth. Clunky sneakers reached RMB 490 million (+40.9%), with both volume and price lifted by viral fashion styling discussions online.
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