RESEARCH REPORT – VACCINE HESITANCY AND THE ROLE SPORT CAN PLAY

ANDREW GOODIESON

Senior Manager, Effectiveness and Fan Insights

in Sport

August 26, 2021

For sports fans, a big incentive for getting through COVID is the ability to once again watch sport live and with crowds. Gemba Insights has conducted Vaccine Hesitancy Research in Australia and the UK, which provides interesting insight on the topic.

We found that:

  • In both the UK and Australia, fans of sporting leagues and events generally have lower levels of vaccine hesitancy than the general population
  • In Australia, making COVID vaccination a condition of entry to sporting events would influence approximately 30-40% fans of unvaccinated fans.
  • The level of comfort with large crowds and events is vastly different in the UK and Australia. Vaccinated UK fans are significantly less comfortable attending events with large crowds (28%) than their Australian counterparts (46%).

As the sports industry continues to get back into full swing, fans can play their part by making sure they are vaccinated.

Download the Australian report here

Download the UK report here