The recent Olympics have sparked an extraordinary wave of interest in sports across the UK, with nearly 5 million searches related to various athletic activities in the past month alone, according to research fromBetter. This surge in curiosity is reflected in a huge 679% year-on-year increase in searches for “sports near me,” indicating a growing desire among the public to engage in and explore new sports.
Notable increases for specific sports include the modern pentathlon, with a staggering 516% rise in searches over the past month and a year-on-year increase of 1029%. Similarly, triathlon and synchronised swimming also saw significant boosts in interest, with 234% and 175% increases between June and July, respectively.
The surge in search interest highlights a growing curiosity and enthusiasm for a wide variety of sports. The top 10 increases are below, with handball, water polo, and equestrian peaking interest across the UK to the tune of a 124% increase, followed by weightlifting, shooting, judo, and gymnastics, all with an 83% rise.
| Sport | Increase from June to July |
| modern pentathlon | 516% |
| triathlon | 234% |
| synchronised swimming | 175% |
| handball | 124% |
| water polo | 124% |
| equestrian | 124% |
| weightlifting | 83% |
| shooting | 83% |
| judo | 83% |
| gymnastics | 83% |
Regional insights
When it comes to individual UK cities, modern pentathlon reigns supreme again, seeing the biggest three-month percentage increase in every city except Leicester, where searches for the triathlon had the highest rise.
Triathlon was the second and third highest-rising sport for many other cities too, increasing by 235% in London, 260% in Manchester, and 233% in Birmingham, while synchronised swimming also performed well across most regions too. Its biggest rises were in Plymouth and Glasgow, where there was a 600% increase.
Tennis, judo, water polo, and handball broke into the top three in cities such as Birmingham, Leeds, Cardiff, and Bristol, highlighting the range of sports that have captured people’s attention this summer. The full list is below:
| City | Sport | Increase | Sport | Increase | Sport | Increase |
| London | Modern Pentathlon | 1019% | Triathlon | 235% | Synchronised Swimming | 233% |
| Manchester | Modern Pentathlon | 1011% | Triathlon | 260% | Synchronised Swimming | 182% |
| Birmingham | Modern Pentathlon | 1100% | Tennis | 236% | Triathlon | 233% |
| Sheffield | Modern Pentathlon | 600% | Synchronised Swimming | 150% | Triathlon | 129% |
| Norwich | Modern Pentathlon | 600% | Synchronised Swimming | 200% | Handball | 133% |
| Leeds | Modern Pentathlon | 967% | Water Polo | 189% | Triathlon | 175% |
| Cardiff | Modern Pentathlon | 600% | Handball | 350% | Judo | 325% |
| Plymouth | Modern Pentathlon | 600% | Synchronised Swimming | 600% | Judo | 320% |
| Bristol | Modern Pentathlon | 860% | Handball | 189% | Water Polo | 136% |
| Liverpool | Modern Pentathlon | 967% | Synchronised Swimming | 450% | Triathlon | 238% |
| Leicester | Triathlon | 467% | Modern Pentathlon | 200% | Handball | 150% |
| Newcastle | Modern Pentathlon | 1200% | Synchronised Swimming | 250% | Triathlon | 247% |
| Glasgow | Modern Pentathlon | 1850% | Synchronised Swimming | 600% | Tennis | 523% |
| Edinburgh | Modern Pentathlon | 540% | Tennis | 184% | Synchronised Swimming | 175% |
| Belfast | Modern Pentathlon | 1000% | Synchronised Swimming | 400% | Triathlon | 136% |
As the Paralympic Games get underway, we can also expect to see a renewed surge of interest in the incredible sports showcased by the athletes participating. The Paralympics not only highlight the skill, determination, and resilience of the competitors but also introduce viewers to a diverse range of sports that often receive less mainstream attention. From wheelchair basketball to para swimming and adaptive cycling, we are likely to see interest continue to rise with new fans inspired by what they see.
