Sporting Event of the Summer 2021 According to Search

Aug 17th, 2021

Over the past few months there have been some amazing sporting events taking place from the Olympics to Wimbledon, but which one created the biggest stir online?

With summer drawing to a close, the kids heading back to school and Autumn on its way, we thought we’d wrap up the summer games by revealing which event was the most popular in the UK according to search trends.


Running from June 11th to July 11th 2021 the Euros seems to be the most popular sporting event in the UK according to search. Starting to gain traction from May, searches for the Euros peak in June before declining steadily until mid July.

Interestingly, Northern Ireland and Scotland searched for the Euros the most with Wales searching for the event the least. The most searched for query surrounding the events was ‘euros fixtures 2021’, which was mostly searched for in England, followed by ‘has england won the euros’? The answer to which is no!

Wimbledon 28 June 2021 to 11 July 2021

From June 28th to July 11th the UK was entertained by some of the top tennis stars as they battled it out to become the champion. Although not the most searched for event according to Google search trends, coming in third place out of four events, this is one of the most loved sporting events in the country.

Searches around Wimbledon started from the beginning of June and the interest only increased until the beginning of July when searches started to decline. The event was of most interest in England, with Scotland close behind.

Lions 03 July 2021 to 07 Aug 2021

Running across two months Lions started July 3rd and ran until August 7th. Although this is the least searched for event overall, when looking at searches in Wales, Lions is actually the second most searched for after the Euros. 

Interestingly, there is not a peak in searches for the sporting event instead there is a steady volume of searches from the beginning of June until mid August.

Olympics 23 July 2021 to 08 Aug 2021

Although, the most iconic sporting event on our list the Olympics is not the most searched for, coming in second after the Euros. Interest in the Olympics started towards the end of June and has steadily increased and is yet to decline, but as you can see from the graph below the event is forecast to decline as the games have now ended.

From a regional perspective people in England searched for the Olympics more than any other UK region, with Scotland in second place, Northern Ireland in third and Wales being the least interested in fourth place.

Overall, the most popular event was the Euros which saw a pick up from May and increased steadily until July 27th when interest began to die down. The Olympic games follow closely behind the Euros in terms of interest with searches now slowly dropping as the games end. 

When looking at searches per region we found that the Euros and Olympics are still the most searched for events, apart from in Wales where the Euros and Lions are the most searched for sporting events, despite Lions being the least searched for sporting event across all regions of the UK. Wimbledon is most popular in England and Scotland but isn’t the most searched for event in any UK region.

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