Sports audiences

Plan around the people who play, not just watch.

Different sports create different audience environments. Grassroot Media gives you a clear route into football, rugby, cricket and bowls club communities.

Plan a campaign Download the media pack

Choose the right environment

1 network. 4 distinct audience routes.

Every sport brings its own rhythm, social setting and commercial opportunity. Choose a single sport when precision matters, or build a cross sport plan when wider reach matters more.

Football advertisingFootball

Younger active adults, team culture and repeat changing room exposure.

Explore Football → Rugby advertisingRugby

ABC1 leaning, socially engaged audiences and strong clubhouse culture.

Explore Rugby → Cricket advertisingCricket

Family, community and summer social audiences across a broad age range.

Explore Cricket → Bowls advertisingBowls

Older active adults, loyalty, time and a club culture built around conversation.

Explore Bowls →

Audience crossover

Play one sport. Watch many sports.

Grassroot Media research with TNT Sports found substantial crossover between the sports people participate in and the sports they watch.

A grassroots football audience is not simply an audience of football viewers. The same principle applies across rugby, cricket and bowls, which is why a multi-sport club network can create planning opportunities beyond the badge on the clubhouse door.

Explore the TNT Sports research

UK club network

Explore the network behind the campaign.

Zoom into the map to explore Grassroot Media coverage across grassroots football, rugby, cricket and bowls clubs. Use it to understand the geographic spread behind national, regional and sport-specific campaign planning.

Explore the full club network Open map in Google Maps

Planning layer

Build around the sporting moments that matter.

Campaigns can use pre season, international fixtures, domestic competition, summer activity, end of season events and social club moments. The best timing depends on the audience, product and objective.

ReachGo cross sport for broader active social audiences nationwide.

RelevanceChoose 1 sport when the category or cultural fit is strongest.

TimingUse the calendar to build a launch, burst or longer season partner plan.

ProofLayer recall, club feedback and delivery reporting where useful.

A useful planning question

Who do you need to reach, and what are they doing when they see you?

Grassroot Media helps answer both. It combines audience selection with a real life environment where sport is part of the room, not simply the content on a nearby screen.

4core sports, each with a distinct audience and commercial role

Start with the sport. Then choose the format, location, frequency, creative approach and campaign window that fit the brief.

Plan a campaign