Sports Fans

Reaching a desirable audience travelling to sporting events

MSAs are widely used by sports fans travelling to sports events, including showpiece finals, England and home countries’ internationals in football, cricket and rugby and weekends across the football season for football fans attending games at all levels.


We have measured the audience uplift to specific MSAs for key events, including major games at Wembley (+13%), England v Wales rugby (+14%) and EFL playoff finals (+6%).



  • Regular MSA visitors are +116% more likely to describe themselves as ‘sports mad’; this is 24% of our audience / 5million people.
  • 58% of people who watch football live are annual MSA users – +22% higher than the UK average, representing 4 million
  • 80% of Regular MSA audiences consume some form of sports media, compared to 67% in the UK.


Sources: Transport Focus, YouGov Profiles