How the Winter Olympics and Super Bowl stack up in global sports viewership

There is a fascinating phenomenon that happens when we talk about the biggest sports broadcasts on the planet. For North American fans, it is almost a reflex to assume that the Super Bowl is the undisputed king of the mountain. After all, the NFL’s championship game treats television ratings like a video game, annually shattering domestic records while turning a simple football game into a de facto national holiday. The showdown routinely pulls in well over 120 million viewers in the United States alone, creating an advertising and pop culture spectacle that feels impossibly huge on home turf. But when you zoom out to the entire globe, the picture shifts dramatically.

The international sports landscape operates on a different scale, driven by sports with century-old global footprints and massive, entrenched fanbases across multiple continents. Events that might barely register as a blip on the everyday American sports radar routinely pull in audiences that make the Super Bowl look like a regional broadcast. This is where the sheer mathematical weight of global soccer, cycling, and the Olympic movement comes into play. Despite the massive cultural footprint of American football, the real titans of global broadcasting rely on a universal language that transcends borders and time zones. So, where exactly do the Lombardi Trophy, the pursuit of Olympic gold, and the World Cup fit into the grand hierarchy of global sports broadcasting? Let’s break down the true heavyweights of the sporting world and see how the numbers really stack up.

10. Super Bowl

Feb 4, 2018; Minneapolis, MN, USA; Philadelphia Eagles quarterback Nick Foles huddles the offense before a play during the fourth quarter against the New England Patriots in Super Bowl LII at U.S. Bank Stadium. Mandatory Credit: James Lang-USA TODAY Sports

Global Viewership: Estimated 125 million to 150 million

The NFL’s crown jewel is an undisputed television juggernaut in the United States, but it still has a steep mountain to climb to catch the global titans. While recent broadcasts have comfortably cleared the 120 million mark domestically, its international footprint is still in a growth phase. The league is making aggressive overseas pushes, but gridiron football remains a largely North American obsession.

MORE: Top 10 Winter Olympians of Team USA since 2000

9. UEFA Champions League Final

Global Viewership: Estimated 145 million to 400 million

When the biggest clubs in European soccer collide for the continent’s ultimate prize, the world stops to watch. It regularly dwarfs the Super Bowl’s numbers, drawing massive live audiences across Europe, Asia, and South America. The annual clash is a guaranteed blockbuster that proves club soccer’s unmatched power to captivate audiences well beyond its home borders.

8. Rugby World Cup

Global Viewership: Estimated 857 million

Rugby’s premier international tournament is a bruising spectacle that commands massive television audiences, particularly across Europe, Oceania, and South Africa. The 2019 final between South Africa and England highlighted the sport’s massive reach, pulling in nearly a billion viewers worldwide. It stands as a testament to the global appeal of a physically grueling, high-stakes international collision.

7. Asian Games

Global Viewership: Estimated 986 million

Often overlooked by Western media, this multi-sport behemoth relies on the sheer population density and fervent sports culture of the Asian continent. Featuring thousands of athletes competing across dozens of disciplines, the event routinely flirts with the one-billion-viewer milestone. It is a massive regional phenomenon that easily eclipses many global championships in raw viewership numbers.

6. FIFA Women’s World Cup

United States of America v Netherlands : Final - 2019 FIFA Women's World Cup France — United States of America v Netherlands: Final – 2019 FIFA Women’s World Cup France | Marc Atkins/GettyImages

Global Viewership: Estimated 2 billion

The women’s global soccer tournament is exploding in popularity, shattering broadcast records with every iteration. The 2023 tournament proved that the women’s game is an absolute commercial heavyweight, attracting 2 billion viewers worldwide. It is one of the fastest-growing sporting spectacles on the planet, with no signs of slowing down.

5. Winter Olympics

Feb 22, 2026; Milan, Italy; Team United States celebrate on the ice while holding a jersey of their late teammate Johnny Gaudreau after the medal ceremony during the Milano Cortina 2026 Olympic Winter Games at Milano Santagiulia Ice Hockey Arena. Mandatory Credit: Geoff Burke-Imagn Images

Global Viewership: Estimated 2 billion to 2.1 billion

The magic of ice and snow translates effortlessly across the globe, turning niche winter sports into a multi-week international obsession. Despite offering fewer events than its summer counterpart, it still draws an astounding 2 billion pairs of eyes worldwide. It proves the universal appeal of athletes pushing the limits of human performance in the most extreme, freezing conditions.

4. ICC Cricket World Cup

Global Viewership: Estimated 2.6 billion

To understand the sheer gravity of cricket, you only need to look at the staggering broadcast numbers generated by its premier tournament. Driven by massive populations and deeply devoted fanbases in the Indian subcontinent, the U.K., and Australia, the competition is a colossal media event. When historic rivals face off on the pitch, viewership for a single match can easily eclipse 500 million.

3. Summer Olympics

NaN — 2020 Summer Olympics | FABRICE COFFRINI/Getty Images

Global Viewership: Estimated 3 billion to 4.7 billion

The Summer Games consistently outdraw their winter counterpart, heavily aided by a wider variety of accessible sports, more medal events, and massive global participation. Iconic editions like the Beijing 2008 Games reached an unprecedented 4.7 billion viewers, cementing the event as a cultural touchstone. It remains the ultimate showcase of human athleticism, uniting the globe around track, field, and swimming for two breathless weeks.

2. Tour de France

Alberto Contador, in yellow, during stage twenty of the Tour de France between Longjumeau and Paris. | GEPA/Imagn Images

Global Viewership: Estimated 3.5 billion

It might surprise some, but cycling’s most grueling endurance test is an absolute titan of global broadcasting. Unfolding over three weeks against the stunning, cinematic backdrop of the French countryside, the race offers a perfect storm of scenic beauty and athletic drama. It is a free, daily television spectacle that draws massive, dedicated audiences from every corner of the planet.

1. FIFA Men’s World Cup

Dec 18, 2022; Lusail, Qatar; Argentina defender Nicolas Otamendi (19) holds up the World Cup trophy as he and his teammates celebrate after winning the 2022 World Cup final against France at Lusail Stadium. Mandatory Credit: Yukihito Taguchi-USA TODAY Sports

Global Viewership: Estimated 5 billion to 5.4 billion

There is the Men’s World Cup, and then there is everything else in the sporting universe. Soccer’s ultimate quadrennial tournament is the undisputed king of sports media, effectively capturing more than half of the global population during its month-long run. It is a cultural phenomenon that transcends sports entirely, uniting nations and stopping time in a way that no other event on Earth can replicate.

The final whistle on global viewership

While American football dominates domestic conversation, global numbers show that the world’s sporting appetite is incredibly diverse. The Super Bowl remains an absolute cultural force, but the sheer international weight of soccer, cricket, cycling, and the Olympic movement operates in an entirely different stratosphere. As streaming continues to erase international borders and grow the reach of these global events, it will be fascinating to see if the gridiron can eventually catch up to the rest of the world.