Using global search behaviour as a key indicator of brand health, we explore where attention is growing, where it is stabilising, and where it is starting to erode – and what this means for the future value of sports properties.

This report analyses Google Trends data (news, web, YouTube search) from 2025 and compares it to the previous 4-year average (2021–2024) to build a global snapshot of how major sports properties are performing.

This year’s report introduces two new lenses to help make sense of these shifts: an expanded tiering system and a regional spotlight on the Middle East.