The Nation’s Second-Favourite Sport

Our latest research reveals the UK’s and North America’s second-favourite sports and rising sporting trends for 2025.

Sport is more than just a game. It can be a passion, an obsession, and sometimes an entire way of life for some people. Football (or soccer, depending on where you’re reading this) tends to steal the spotlight, but there’s a whole world of sports that are often overlooked.

To find out the second-favourite sports of those in the UK and North America, sports betting site Betway have analysed Google search volume data for phrases associated with popular sports and ranked these from highest to lowest. We also looked into the global trajectory of sports in 2025, using search data to reveal rising trends in sports popularity for next year.

The UK’s second-favourite sport

When it comes to sports, football is what the UK is known for—but what about the ones that come next? We took a closer look at Google search data to uncover the sports the nations love, other than football. By examining monthly search volumes for various sport-related terms, we’ve ranked the top contenders:

Cricket takes the lead in search interest, with nearly 700,000 monthly Google searches. This isn’t surprising given the UK’s deep cricketing roots, from village greens to historic international rivalries like The Ashes against Australia. Dynamic formats like The Hundred have also helped attract newer, younger audiences.

With a little under half the search volume of cricket, boxing secures second place, with 311,710 monthly searches nationwide. The UK has long been a boxing powerhouse, producing champions like Anthony Joshua, Tyson Fury, and Katie Taylor. High-profile fights often dominate both media coverage and search interest, particularly in the heavyweight division. The sport’s accessibility—requiring minimal equipment to start—makes it a favourite among grassroots athletes too.

In third place is golf, with a search volume of 256,980 per month, a sport synonymous with the UK thanks to iconic venues like St. Andrews. Events like The Open Championship draw global attention, while British golfers such as Rory McIlroy keep local fans invested. The sport has also seen a surge in accessibility with the popularity of driving ranges and mini-golf venues offering a fun, low-pressure way for beginners to get involved.

Although ranked 10th, padel—a tennis-squash hybrid—has been growing rapidly in popularity. With 60,510 searches per month, its high search volume relative to its niche status reflects an increasing interest in this up-and-coming sport.

What’s the second most popular sport in different UK cities?

Looking at individual cities in the UK, we see that Brits all over enjoy a diverse range of sports.

London stands out significantly with tennis as the most searched sport, receiving 405,000 Google searches. This high volume reflects the city’s status as a global hub for tennis, driven by events like Wimbledon, one of the most prestigious tennis tournaments in the world. The interest dwarfs searches for other sports in the city, highlighting a strong cultural affinity for tennis.

Cricket is revealed as one of the most popular sports across several UK cities, with its prominence likely driven by historic venues and local clubs.

Birmingham leads with 33,100 searches, influenced by Edgbaston Cricket Ground, a key site for both domestic and international matches. Manchester (9,900 searches) and Liverpool (5,400 searches) also show strong interest, potentially linked to Lancashire Cricket Club and other local ties. In Glasgow, while search volume is lower (3,600) Cricket is still the cities second-favourite sport. This suggests growing curiosity, possibly boosted by Scotland’s participation in international cricket.

North America’s second-favourite sport

While American football dominates in North America with over 37 million average monthly searches, the nation’s passion for sports extends well beyond the NFL. Using Google search data, we explored the secondary sports that capture fans’ interest.

Basketball tops the chart as the most-searched secondary sport in North America, with over 1.5 million monthly searches. From the thrilling drama of the NBA to grassroots participation, basketball resonates across all age groups. Events like March Madness add to its appeal, with millions following college basketball each spring. The sport’s global reach—bolstered by stars like LeBron James and Stephen Curry—makes it a year-round favourite for fans and players alike.

Golf follows closely behind, reflecting its enduring appeal in North America. Legendary tournaments like The Masters and U.S. Open attract vast audiences, while stars like Tiger Woods and Phil Mickelson have inspired generations. Beyond professional play, golf’s recreational popularity remains strong, with public courses and driving ranges offering accessible ways for people to enjoy the game.

Cricket’s high ranking might surprise some, but its popularity among ethnic communities and growing domestic leagues like Major League Cricket (MLC) explain the strong search volume.

What’s the second most popular sport across different regions in North America?

In Alberta, cricket emerges as the most searched sport with 35,620 Google searches. While traditionally not a Canadian mainstream sport, cricket is carving a niche.

Basketball is the most popular sport in Arizona, with 33,270 searches. This can be attributed to the state’s active basketball culture, including the NBA’s Phoenix Suns, which has a significant fan base and fosters interest in the sport at all levels.

Cricket dominates in British Columbia, with a significant 52,550 searches. The multicultural demographics, particularly from South Asia, have likely propelled cricket to the forefront, overshadowing traditional Canadian favourites like ice hockey or basketball.

California stands out as a hub for cricket, registering an impressive 143,270 searches. The state’s large, diverse population, including communities from cricket-loving countries, plays a key role in this trend. Cricket’s popularity here also benefits from burgeoning infrastructure like local leagues and matches.

Basketball leads in Colorado with 27,170 searches, showcasing the sport’s broad appeal. The presence of the Denver Nuggets, recent NBA champions, could have amplified interest, making basketball a dominant choice in the state.

The top five fastest-growing sports in 2025

As we look ahead to 2025, the global sports landscape is undergoing fascinating shifts, with some sports gaining popularity rapidly. By examining percentage increases in search volume between 2023 and 2024, we’ve found the sports experiencing the most rapid growth in interest.

Badminton takes the crown as the fastest-growing sport of 2025, with an astonishing 116% year-on-year growth. This surge can be attributed to its rising popularity in countries like India, Indonesia, and China, where badminton superstars inspire millions. Globally, its accessibility as a recreational activity and its inclusion in international multi-sport events like the Olympics make it a sport to watch.

Baseball ranks second, growing by nearly 95%. The recent globalisation of the sport, with leagues and events like the World Baseball Classic gaining traction, has fueled interest beyond North America. Key investments in youth development programs and media partnerships have helped the sport attract new fans, particularly in Asia and Latin America.

Basketball has also seen a year on year increase, with over 34% growth in search interest. Its universal appeal, amplified by the NBA’s global outreach efforts and social media presence, keeps it relevant. Events like the FIBA World Cup and star athletes breaking records add to the sport’s momentum as a cultural phenomenon.

Methodology

Google search volume data was analysed for key phrases related to various sports.

All data correct as of November 2024.