New social media data reveals that squash enthusiasts are broadening their sporting interests, with a growing engagement in other activities such as badminton, padel, and table tennis. This data comes at a pivotal moment for the sport, as squash is set to make its debut at the Los Angeles 2028 Olympic Games, presenting a significant opportunity to expand its global fanbase.
The analysis shows that over 18 million people worldwide expressed an interest in squash in August 2024, marking a 17.6% increase from the previous year. Not only has interest in squash grown, but fans are also diversifying into other sports. The data indicates that 40% of squash fans are also interested in badminton, while 32.5% engage with table tennis. These patterns suggest that squash fans have a wide range of interests, particularly in other racket sports.
Additionally, squash enthusiasts are showing an increased interest in non-racket sports, with 13.6% engaging in rowing and 16.1% in beach volleyball. This diversification of interests highlights a trend of multi-sport participation among squash fans.
The data also provides insights into how squash fans can be reached through their social media activities. Understanding where and how these fans engage with content online offers opportunities for targeted outreach campaigns. By tapping into the interests they share with other sports, organizations can strategically engage with this growing audience in the lead-up to the Olympics.
With squash now part of the LA 2028 programme, there is increased excitement and momentum surrounding the sport. By leveraging these insights into squash fans’ sporting preferences and social media behaviours, the global fanbase can be expanded in the coming years.
As squash prepares for its Olympic debut in Los Angeles, the growing fanbase presents a unique opportunity for the sport. With new data highlighting fan interests and online behaviours, sports organisations and brands are equipped with the tools to effectively engage this audience and further elevate the sport on a global scale.
Data source: Audiense