We know every sports fan hopes this is the year their team wins the big one. But if you want your messaging to make an impact with fans on game day, you need to know more than just which colors they fly — what makes them tick after the final whistle blows?

So, to celebrate the start of football season, we took a deep-dive into our first-party data to uncover the biggest trends in audience behavior across six sports — football, soccer, baseball, basketball, golf, and tennis — to illustrate the potential of leveraging data to expand your reach with our premium live sports inventory.