Awareness vs. Impact: Are sports-fashion partnerships influencing buying behaviours?

Key findings:

42% of UK adults say they are aware of sports-fashion partnerships, while 43% say they are not.

Ralph Lauren × Wimbledon is the UK's most recognised sports-fashion collaboration, with 34% awareness among those familiar with such partnerships.

Football is the sport people are most interested in seeing partner with fashion brands (32%), ahead of Formula 1 (19%) and tennis (18%).

67% of respondents say sportswear brands are the best fit for sports partnerships, making them the clear favourite over all other fashion categories.

Despite growing visibility, 63% say a fashion brand's association with a sporting event, team or athlete would not affect whether they purchase from that brand.

Fashion brands are continuing to cement their presence in sport. In recent months, Louis Vuitton became the title partner of the Formula 1 Monaco Grand Prix – building on LVMH's partnership with Formula 1. Meanwhile, Ralph Lauren continued its's partnership for the return of Wimbledon, while Jacquemus partnered with the France national football team on custom matchday apparel for the FIFA World Cup 2026. Against this backdrop, new YouGov Surveys data explores public awareness of sports-fashion partnerships, the collaborations Britons recognise, and whether these associations influence consumer preferences.

How aware are UK consumers of fashion and sports collaborations?

Roughly 42% of UK adults say they are aware of partnerships between sports teams, athletes, leagues or sporting events and fashion brands. A similar share (43%) say they are not aware of any such collaborations, while 15% are unsure.

Awareness is highest among 18–24-year-olds (49%), while fewer than two in five adults aged 45–54 (37%) say they are aware of these partnerships.

Which sports and fashion brand collaborations do consumers recognise most?

Among those aware of sports-fashion partnerships, Ralph Lauren × Wimbledon is the most widely recognised collaboration listed, with 34% saying they have heard of it.

adidas × Mercedes-AMG Petronas Formula One Team and Nike × NBA tie for second place, with 30% recognition each. They are followed by Louis Vuitton × Formula 1 (25%), Tommy Hilfiger × Formula 1 (24%) and Lacoste × Roland-Garros (24%).

Recognition differs across age groups. Younger adults are more likely than older people to recognise newer collaborations such as Louis Vuitton × FIFA (24% among 18–24-year-olds) and Gucci × Jannik Sinner (16%).

Which sports would consumers be most interested in seeing a fashion collaboration with?

Among respondents aware of sports-fashion collaborations, football is the sport people are most interested in seeing collaborate with fashion brands, selected by 32%. Formula 1 (19%) and tennis (18%) follow.

Interest in football partnerships is strongest among younger adults, with 46% of 18–24-year-olds and 47% of 25–34-year-olds selecting the sport.

A similar pattern emerges when respondents are asked which type of athletes they would most like to see partner with fashion brands. Footballers are the most popular (29%), ahead of Formula 1 drivers (19%), tennis players (18%) and Olympic athletes (18%).

However, 42% say they would not be interested in seeing any of the athlete partnerships listed.

What types of fashion brands are the best match for sports sponsorships?

Sportswear brands are the clear favourite for sports partnerships, chosen by 67% of respondents aware of these collaborations.

Footwear brands rank second at 46%, while fewer respondents select lifestyle brands (18%), high street fashion brands (14%), luxury fashion brands (12%), premium fashion brands (12%) or jewellery and watch brands (12%).

Among 25–34-year-olds, nearly three quarters (73%) identify sportswear brands as the best fit.

Do sports partnerships influence fashion buying decisions?

Despite awareness of these collaborations, most respondents say they do not influence their shopping behaviour.

Nearly two thirds (63%) say a fashion brand's association with a sporting event, team or athlete would make no difference to whether they purchase from that brand.

Around one in four (23%) say they would be more likely to buy from a fashion brand because of a sports partnership, including 6% who say they would be much more likely. By comparison, 10% say they would be less likely to make a purchase because of such an association.

Younger adults appear more receptive to these collaborations. Among 18–24-year-olds, 45% say they would be more likely to purchase from a fashion brand associated with sport, compared with 12% of those aged 55 and over.

Overall, awareness of sports-fashion partnerships is mixed among the UK public. Established collaborations such as Ralph Lauren × Wimbledon remain the most widely recognised, while football generates the greatest interest for future partnerships. However, most consumers say these partnerships do not influence their purchasing decisions.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 25-26 June 2026, with a nationally representative sample of 2,107 adults (aged 18+ years) in the United Kingdom, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in the United Kingdom (18 years or older) and reflect the latest ONS population estimates.

Image: Getty Images

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