Are sports with smaller audiences becoming more popular internationally?

May 14, 2025

Opinion

As the world has become more connected thanks to global media, the Internet, and streaming services, there has been an unintended consequence that sports fans love.

While mainstream sports such as football, golf, or tennis can be viewed routinely around the world fairly easily, there has been a rise in people watching more niche sports from different countries.

As fans around the globe can now routinely tune into sports such as kabaddi in India or hurling in Ireland, the question is what is driving the increased interest in these sports, and which ones are benefiting?

Niche sports go global

Perhaps the biggest factor contributing to the rise of lesser-known sports across the world is the incredible rise of streaming services. Traditional broadcasters stuck with local sports or events that would attract a massive audience. But global streaming services have turned that on its head as they seek content that can be viewed anywhere, allowing viewers to discover new things.

This shift has enabled sports organisations, no matter how small, to reach a global audience without relying solely on mainstream networks. The result? Sports with once-limited visibility are now building international communities and attracting new talent and investment.

Swedish horse racing

One sport riding an unlikely wave of popularity is Swedish horse racing, which – according to Irishluck.ie – can now be viewed in the UK and Ireland thanks to a new media deal signed between the broadcaster Satellite Information Services and Swedish rights holder Svensk Galopp.1

Eleven races from the inaugural meeting in Bro Park on June 19th will be broadcast, with English language commentary also provided, so viewers in the UK and Ireland can enjoy the full race day experience.

There are around 80 thoroughbred fixtures in the Swedish racing calendar, held between April and November. With nine races—at least—per fixture, there is plenty of action for fans of the sport to sink their teeth into as they are introduced to new horses, jockeys, and trainers.

Kabaddi

Kabaddi might just be the best sport you’ve never heard of. A staple of the sports scene in countries such as India, Pakistan, and Iran, Kabaddi is a team sport that blends wrestling, tag, and a great deal of strategy.

Two teams of seven compete against each other, with a raider from one side invading the other team’s half of the court, attempting to tag defenders and avoid being tackled in the process. Points are scored for tagging and avoiding tackles, with the team racking up the most points winning the game.

Kabaddi reached a new level of success with the Pro Kabaddi League in 2014. The PKL focused on bringing more entertainment to the sport as it was shown on Star Sports in India, where it earned a massive audience of over 435 million viewers in its first year.2

A TV deal with Disney+ Hotstar has allowed viewers around the world to enjoy the action from the PKL, which is even more important given the number of South Asians living in countries across the world. It’s perhaps for that reason that the UK’s national broadcaster, the BBC, showed live coverage from every match of the 2025 Kabaddi World Cup that was held in England.3

Gaelic Games

In Ireland, the sports of Gaelic football and hurling, both governed by the Gaelic Athletic Association (GAA), have long been popular. But the love for GAA has exploded globally. This rise is partly in thanks to the strong Irish diaspora looking for a link to their homeland. New York City now has its own GAA team that competes against Irish counties, as does London in England.

In the UK, the BBC introduced a whole host of new fans to hurling when it televised the 2024 All-Ireland Senior Hurling Championship, which was an absolute classic contest between Clare and Cork. Clare won the exhilarating contest 3–29 to Cork’s 1–34 after extra time.

For those looking to get their fill of GAA on a weekly basis, or for those based further afield, the organisation has developed its very own streaming app. GAA+ offers viewers around the world the chance to watch over 180 games of both football and hurling each season, including 40 championship matches.4 The excitement of the matches, the athleticism on offer, and the grassroots connection with community that the sports offer have resonated with fans everywhere, and it seems GAA is only going to grow as a sport as a result.

Australian rules football

It’s not just Gaelic football making waves across the world; Australian rules football is doing exactly the same. Aussie Rules, as it is affectionately known, centres around the Australian Football League, with teams such as the Collingwood Football Club and Carlton.

The sport itself combines the pace of rugby, the agility of basketball, and the strategy of American football, all adding up to a high-octane game known for its physicality and big hits. The AFL runs fan groups in countries far removed from Australia. The AFL has a streaming service for those outside Australia, allowing fans to keep up with the action as its popularity continues to grow far beyond its hotbed of Victoria.

Curling

Curling is often referred to as chess on ice, and for a very good reason. The strategic game sees teams launch stones from one end of a rink, aiming as close to the centre of a circle, known as the house, at the other. As teams take turns, they have the chance to knock their opponents’ stones out of the way, meaning defence is as important as attack.

Long associated with the Winter Olympics, curling is a popular sport in the Nordic nations, Canada, and Scotland, all of which have cold climates in common. The sport boomed in Scotland after the all-Scottish Team GB women’s squad captured Olympic gold in 2002 and again in 2022. Scotland’s top men’s team will head into the 2026 Winter Olympics as reigning world champions after incredible success in Moose Jaw, Saskatchewan.5

It’s this exposure in the Olympics that has helped propel curling to whole new audiences and participants. Curling has taken hold in the tropical climate of Brazil, with the South American country even sending a team to compete in recent World Curling Championships.6

What’s driving this popularity?

The rise in these smaller-audience sports can be attributed to a few different reasons. Technology is the main one of these, as streaming services, YouTube channels, and coverage on social media make these sports easier to follow than ever. No longer do sports fans have to rely on major broadcasters or be dictated to with what sports they have access to.

In an increasingly global world, cultural curiosity also has its part to play in the rise of many of these sports. Traditional sports such as kabaddi and GAA have transcended just sport and are now seen as cultural exports of South Asia and Ireland. Immigrant communities from these countries keep sports alive when they move abroad, and that has contributed to their rise in popularity as grassroots teams pop up in far-flung locations.

People with links to these regions might want to connect with their roots, and those who are curious about different countries are exploring these kinds of sports to learn about other cultures, as well as be entertained by the sport on offer.

What challenges do these sports face?

There is undoubtedly growing international attention on these sports, but they still face plenty of hurdles. Smaller sports face tougher challenges to capture the necessary funding or sponsorship to achieve greater success. Global giants such as football and golf don’t face these challenges on the whole.

Although it might be easier than ever to watch many of these local sports internationally, taking part in them is another matter. A new sport really taking hold in a new region means people can play it at a grassroots level. This requires infrastructure such as facilities, coaches, and training. All things that are often missing in emerging markets.

The future of smaller audience sports

If current trends continue, the future looks promising for these lesser-known sports. As digital platforms further disrupt traditional sports media hierarchies, and as audiences seek more diverse and engaging content, smaller-audience sports are poised to carve out stronger international niches.

In a sporting world once dominated by a handful of global giants, there’s now space at the table for the unexpected. And for fans, that can only be a good thing.

Scotland to go into Olympics as reigning men’s curling world champion after playoffs rally. Written by Nick Zaccardi. Published by NBC Sports