Research
Original studies into how people behave around sport.
Each study begins with a structural change, follows it into human behaviour, tests it against evidence and ends with a commercial implication an organisation can act on.
How Athagora thinks
Sociology is the lens. Data is the proof. A commercial decision is the output.
Athagora combines public datasets, original research, supporter insight, social analysis and commercial evidence.
We do not simply describe what is happening. We investigate why it is happening and what organisations should do about it.
01
Structural Change
02
Human Behaviour
03
Evidence
04
Commercial Implication
05
Recommended Action
Athagora Study 001
Publishing: September 2026.
The Under-16 Attention Shift
Where will brands reach young audiences after the social media ban?
The UK government has announced a ban on social media for under-16s, effective Spring 2027. For brands whose youth engagement strategy runs through Instagram, TikTok and YouTube, this is not a future problem. It is a current one.
Athagora's first published intelligence study examines where under-16 attention will move, which channels will capture it, and what that means commercially for brands, sports operators and governing bodies.
Areas examined
- Youth sport
- Gaming
- Television and streaming
- Live events
- Schools
- Community activity
- Retail
- Family influence
Study 001 publishes in September 2026. Findings will appear here, and across the Intelligence section, on publication.
Commission research
Organisations can commission bespoke studies built around the questions they need answered rather than the questions a standard report happens to cover.