Some events are obvious inclusions on this list like the Olympics or FIFA World Cup. Others are perhaps surprising in the viewing figures they lure.

Most Viewed Sports Events:

  • NCAA Final Four – 16.9 million

  • Super Bowl – 124 million

  • Champions League – 380 million

  • Boxing – 1 billion

  • Women’s FIFA World Cup – 1.12 billion

  • Winter Olympics – 2 billion

  • Cricket World Cup – 2.6 billion

  • Summer Olympics – 3.05 billion

  • Men’s FIFA World Cup – 3.3 billion

  • Tour de France – 3.5 billion

A sport doesn’t need to be watched in every country to reach hundreds of millions – it can be intensely followed in a handful of countries and still rack up some huge numbers.

Check out our BTTS tips on the biggest upcoming football fixtures!

Inevitably, many of the events listed in this article were also the focus of considerable betting.

Here are 10 of the most-viewed sporting events, from fevered college atmospheres to two-wheeled battles in the Pyrenees, courtesy of Goal

NCAA Final Four

Known for its live betting upsets and the drama of single-elimination basketball, the climax of March Madness is the NCAA’s Final Four, which is one of the most-watched events in American sports. 

Fans devout and causal across the United States fill out their brackets before the tournament begins.

Millions tune in to see how their school fares or want to get a look at the next bright NBA prospects when the pressure at its most severe. 

Even if college basketball isn’t your thing, it’s worth checking out a March Madness game to get a feel for the intensity. While more highly regarded young talents are turning down college basketball, it’s still drawing millions of viewers.

Super Bowl

The culmination of a season of NFL predictions. America comes to a standstill on Super Bowl Sunday, with parties taking place all over the country.

The host city is packed for the week leading up to the Big Game. 

Super Bowl audiences are still a long way shy of the Champions League and other club/franchise tournament finales.

Roger Goodell is hoping that gap will shrink in the coming years, however, with the NFL increasing its efforts to attract fans overseas with more games in the UK and Germany.

The 2024 Super Bowl, played between the Kansas City Chiefs and San Francisco 49ers, drew record-breaking audiences - with the Taylor Swift 'love story' with Travis Kelce bringing a new audience to the Super Bowl. It was the most-watched television broadcast ever in the US, and millions more tuned in around the world. 

This record was smashed in 2025. With the Chiefs chasing a three-peat against the Philadelphia Eagles, the average audience for the Big Game was over seven million higher than the previous year.

Champions League

Of club-level team sports, the Champions League has the largest viewing figures worldwide.

There are estimates that around 700 million people watched Real Madrid defeat Liverpool in the 2022 final. The 2023 final reportedly reached 450 million people

Many would argue the Champions League is the highest standard of football on the planet, such is the concentration of talent at the top European clubs.

Knockout ties are invariably thrilling, with the two-legged format allowing for 180 minutes of twists, turns and tactical tweaks. 

Boxing

Quantifying the amount of people watching boxing every year is challenging. Bouts are not as easy to access as football matches or other marquee events.

There is no tournament to suck in fans for a fixed period. The pay-per-view system inevitably means viewing figures are lower than they could be, even if there are sizeable revenues as a result.

It is without question, though, that the best boxers of all-time are some of the most famous athletes in the world.

Boxing makes headlines. The highest-profile fights are known about even if you have little interest in the sport. The viewership numbers might surprise you. It’s no coincidence there’s so much money at stake. 

Women’s FIFA World Cup

North of one billion people watched the 2019 Women’s FIFA World Cup.

The USA defeated the Netherlands in the final to claim their fourth title in eight editions of the tournament, while England had to settle for fourth after losing to Sweden in the playoff.

Australia and New Zealand hosted the World Cup in the summer of 2023. Some outlets claimed over two billion people viewed at least part of the World Cup, with huge numbers tuning in in the UK despite the challenging kick-off times.

Records were unsurprisingly broken with England reaching the final – more people in the UK tuned into the 2023 World Cup final than watched the Wimbledon Men’s Singles final.

Winter Olympics

According to the IOC, the 2022 Winter Olympics in Beijing reached an audience of over two billion people.

Reporting indicates viewership for the Games is trending in the wrong direction, with the US recording the lowest ever figures for the 2022 games, breaking the record set by the 2018 edition in Pyeongchang. 

Cortina d'Ampezzo and Milan are hosting the next Winter Olympics in 2026, and will hope to see an increase in worldwide audience.

Norway topped the medal table in 2022 – will they do so for a third consecutive Games in Italy?

Cricket World Cup

Cricket in the UK has been out of the mainstream since the 2005 Ashes (though some matches have returned to terrestrial in recent years). The sport is constantly fighting for eyeballs.

In other countries, the balance is different. India, Pakistan and Bangladesh, in particular, live and breathe cricket.

While these viewing figures might seem bloated for a sport played by a relatively small number of countries, those nations combine for a sizeable portion of the population, and there is a large percentage of cricket-obsessed fans. India alone has a population well over one billion.

Even in England, the 2019 50-over World Cup had some gaudy viewing figures with the final being shown on Channel 4 and Sky Sports as England won by the barest of margins.

Records tumbled during the 2023 World Cup, which is unsurprising given India’s run to the final. 

Summer Olympics

The Summer Olympics in Tokyo took place in 2021 after being postponed in 2020.

Viewing figures dropped from the Games in Rio five years prior, when the figures had fallen from the London Games in 2012. 

Interest in the Olympics appears to be falling, but this might also be a reflection in a vastly changed media landscape.

There is no need to commit hours to watching live sport when you can easily catch highlights and key moments through social media. 

Perhaps viewership is not the best way to measure how interested the general population are in the Olympics any more. 

Men’s FIFA World Cup

Close to 1.5 billion people watched the final between France and Argentina in 2022.

Spread over a month with some days containing as many as four matches, the Men’s FIFA World Cup is a festival of football. 

From the fans who only show an interest when a tournament gets underway to those who follow their nation’s fortunes at every international break, the World Cup appeals to so many people. 

Add in the starpower and drama of knockout football, and you have a formula for a vast television audience. 

Tour de France

Okay, this is a bit of a contentious one, as the claim of 3.5 billion watchers of the Tour de France has been questioned in some quarters. 

Still, there is no doubting the Tour is one of the biggest events on the sporting calendar. And, if out of curiosity rather than a deeper love of cycling, many will tune in briefly. 

There is reportedly a growing American viewership of the Tour de France, which should provide a healthy boost to their figures in the coming years.


*Credit for all of the photos in this article belongs to Alamy*

February 12, 2024
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Sam is a sports tipster, specialising in the Premier League and Champions League.

He covers most sports, including cricket and Formula One. Sam particularly enjoys those on the other side of the Atlantic Ocean – notably MLB and NBA.

Watching, writing and talking about sports betting takes up most of his time, whether that is for a day out at T20 Finals Day or a long night of basketball.

Having been writing for several years, Sam has been working with 888Sport since 2016, contributing multiple articles per week to the blog.

Sam Cox
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Ivan Toney will be one of the big names to follow during the summer transfer window.

The England striker is expected to leave Brentford as manager Thomas Frank also confirmed in the last hours, the plan is clear: after difficult months with recent ban, Toney was open to stay at Brentford until the end of the season to return in good conditions, back to business with goals and excellent performances. But then, in the summer it will be time to look for new opportunity.

Toney appointed CAA Stellar, one of the biggest agencies in the world, just some months ago; it was clearly part of his main project to look for new top club to join in the summer after accepting the difficulties of the January transfer window where no big clubs had the chance to go and negotiate with Brentford.

Sources suggest that the Bees were initially open to discuss around £60/65m fee around October, then in November when they saw how fast the situation changed around Europe with no top strikers available... they decided to ask fee close to £100m to let Ivan Toney leave in January. It was basically impossible to make it happen due to Financial Fair Play restrictions.

In June or July, it will be different. We should keep an eye on Arsenal and Chelsea again as both clubs will be on the market for new striker; the big dream is Victor Osimhen, but Toney will be available for less money and with one year left on his contract, it could be an opportunity to follow in the next months for both London sides.

Or maybe... three, as Tottenham are still exploring the market; they decided to look for different kind of players upfront in terms of skills, but there's still long way to go and we can't rule anything out, same for Manchester United.

In order to understand United strategies, it will be crucial to see who's gonna be appointed as new director of football and what's gonna be the strategy before calling Toney a concrete target.

Some sources suggest that Ivan would like to be part of Arteta's project at Arsenal, but this doesn't mean that Gunners are the only solution for him; the race is very much open.

Chelsea had different priorities in January, a lot will depend on the next step for Victor Osimhen in order to understand Toney's future. For sure, it will take time; it's not something close or imminent at this stage.

In January 2023, some Italian club also approached player's camp to ask for deal conditions; AS Roma before signing Lukaku and also Napoli anticipating potential crazy summer bids for Osimhen, but then nothing happened... and now sources see the Premier League as the most concrete, expected destination for Toney, staying in England but moving to super top club.

His focus is now on Brentford, respecting the club and doing his best to help until the end of the season. Then, it will be time to go... we'll see where!

February 8, 2024
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Fabrizio Romano is an Italian sports journalist. He was born in 1993, he lives in Milan and has over 30 million followers in total on the major social networks.

 

He collaborates with 888sport, CBS Sports, Sky Sport, The Guardian and has been a transfer market expert since 2011. He will take care of a column dedicated to some "Behind the Scenes" of transfers.

Fabrizio Romano
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