UNA Sports Group Releases Landmark Consumer Study on U.S. Action Sports Audience, Finds 73% of Respondents Interested in New Team-Based League Concept

Independent YouGov research commissioned by UNA Sports Group finds deep commercial demand for a structured, city-based action sports league — with interest peaking above 80% among adults 18–34

NEW YORK--(BUSINESS WIRE)--UNA Sports Group, a sports investment firm focused on acquiring and developing franchises in emerging and high-growth leagues, today published “The Action Sports Audience, Decoded,” a consumer research report examining market demand, audience profile, and concept validation for team-based action sports. The findings indicate that there is strong audience interest among the highly-coveted 18–34 age demographic, as well as with younger, more digitally native consumers.

The study, which was commissioned prior to UNA’s recent franchise acquisition and conducted by global research data and analytics group YouGov, surveyed 411 U.S. adults and teens aged 13–54 between December 2025 and February 2026. It offers the most detailed independent look to date at the action sports consumer — who they are, what they watch, how they spend, and how they respond to the prospect of a new team-based league built on the X Games platform. Its release arrives just days before the XGL’s inaugural summer season kicks off June 26–28 in Sacramento, California.

An Audience Ready to Show Up

The research findings make a compelling case that the action sports market is ready for consolidation around a structured, team-based format. Nearly three in four respondents (73%) expressed interest in the new league concept, with that figure climbing to 84% among adults 18–24 and 83% among teens 13–17. Even the 25–34 cohort registers at 73%. Critically, the interest is not passive: 51% of respondents said a new league would make them more engaged in action sports overall, and only 7% said nothing would make the concept more appealing. This is an audience that is eager, not skeptical.

The X Games Brand as a Distribution Engine

The X Games brand anchors that opportunity. 73% of respondents are aware of the X Games, outpacing every other action sports property measured and nearly double the next-closest competitor. Among those familiar with the brand, 78% expressed interest in the league concept.

The audience behind those numbers is precisely what sponsors and broadcasters are struggling to reach through traditional sports. The action sports consumer skews under 35, is digitally native, and consumes content almost entirely outside linear television — YouTube leads at 78%, followed by streaming services at 60%, Instagram at 56%, and TikTok at 50%. Linear TV reaches just 21%, behind both Twitch and in-person events. 70% of respondents have personally participated in action sports at some level, and nearly 30% participate in organized team sports — meaning this audience understands the product from the inside.

“The window for first-mover advantage in action sports is open right now — and this research makes clear why. The audience is young, digitally native, and commercially valuable. The X Games brand is the most recognized property in the category by a wide margin. What’s been missing is structure. That’s what the XGL provides, and that’s why we moved quickly to secure two franchises in New York.”

— David Rader, President & COO, UNA Sports Group

What Will Drive the Brand — and the Franchises

The research also offers clear guidance on what will drive franchise and league brand-building. When asked what draws them to a brand, action sports consumers rank product quality (64%), entertainment value (54%), and visual appeal (54%) at the top — with personalities and spokespeople ranking last at just 28%. The implication for any league building a commercial strategy is direct: the product and the culture must carry the weight, with athlete endorsement serving as amplification rather than foundation.

On the question of what would make the league concept more appealing, seven factors cluster tightly between 41% and 51%: an easy-to-follow format, integration of music and culture, strong team and city identity, high-quality social content, unique event locations, high-stakes competition, and having favorite athletes involved. The evenness of that distribution is itself a finding — there is no single ingredient the league must get right, but rather a broad set of levers that can be activated together. The franchise model has a strong foundation in city identity, with hometown affiliation tied as the top driver of team allegiance at 47%, but shared values and excitement rank within striking distance, giving teams multiple entry points for building fan loyalty.

The full white paper is available for download at unasportsgroup.com.

About UNA Sports Group

UNA Sports Group is a sports investment firm focused on acquiring and developing franchises in emerging and high-growth leagues. UNA takes a thesis-driven approach to team ownership, targeting properties where audience demand, brand infrastructure, and media opportunity are converging ahead of institutional capital. The firm’s portfolio includes both the Summer and Winter New York XGL teams, making UNA the first group in the league to hold two clubs. For more information, visit unasportsgroup.com.

About YouGov

YouGov is a global research data and analytics group with operations in the Americas, Mainland Europe, the UK, and Asia Pacific. The firm operates one of the world’s largest research networks, with a panel of millions of registered members across 64 markets. YouGov data is regularly referenced by the global press and is consistently among the most cited market research sources in the world. For more information, visit yougov.com.