Jul 7, 2023 | 3 min read

The power of sports in communities

Whether we're spectators or participants, sports play an important role in our social lives. They give us something to look forward to, talk about and form connections over. 

In our latest Nextdoor study, we explore how sports bring people together and how teams/athletes are being called on to do more in their local communities.

Unsurprisingly, sports bring people together. 68% of U.S. adults reported meeting new people in their community because of sports while 66% of U.S. adults reported feeling connected to their community because of sports.

Moreover, sports were quoted as one of the primary reasons why people get together with their neighbors. Just behind celebrating a holiday or birthday, more than 1/3 of U.S. adults have watched or attended a sporting event with their neighbors in the last 12 months. In fact, Nextdoor users are 21% more likely to have watched/attended a sporting event with a neighbor in the last year.

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When surveying recreational sports, more than half of U.S. adults said that they were part of a rec sports league, and when it comes to Nextdoor users, this number is even higher, with 63% saying that they're part of a rec sports league. Relationship building was quoted as the top motivation for participating, along with improving physical and mental health, the love of the game, competition and to try something new. 

Screenshot 2023-07-12 at 10.25.07 AMAnother benefit of sports has been that individuals who live in areas with a larger sports presence tend to have a greater sense of community. Feeling safe in one’s community has the greatest impact on how connected people feel to it. However, the presence of sports also plays a role; when that increases, so does one’s sense of community. Additionally, 81% of U.S. adults feel it’s important for teams and athletes to have a presence in their local community and Nextdoor users are 28% more likely to feel it’s very important.

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Youth sports are also an important part of communities across the country. Considering 7 in 10 parents have children who participate in youth sports (for Nextdoor users, this number is even higher at 80%), it's no surprise that teams are being called on to spend more time with the local youth. 51% of U.S. adults want to see professional teams/athletes spending more time visiting youth in the local community and 49% want them to donate money to youth sports leagues. 

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For additional insights on sports, visit our Insights Hub and learn more about how Nextdoor helps businesses convert neighbors into customers here: business.nextdoor.com/enterprise  


Source: Nextdoor Survey (06/2023)

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Author image Nextdoor Enterprise Team The Nextdoor Enterprise Team is dedicated to telling success stories of Enterprise brands and agencies, providing product education, and sharing the latest marketing insights to help you authentically join neighborhood conversations and make trusted connections with your audience.