About 53% Say 'It Creates a Unified Atmosphere at Venues' Regarding Cheer Uniforms. What Cheer Styles Convey Team Affection?

Investigating the 'Culture of Wearing Team Uniforms' in Sports Spectating

Looking across a stadium, you'll often see sections completely filled with people wearing matching team uniforms.

This shared enthusiasm can be considered one of the greatest charms of attending live sports events.

However, whether or not to wear a team uniform actually varies significantly from person to person.

Many people enjoy watching games but don't go as far as purchasing or wearing official team uniforms.

So, how many people actually wear their team's uniform when attending sports events?

And if it were easy to create original team apparel without specialized knowledge, in what situations would people want to use it?

Therefore, NEXER Inc. and Sasakura Sports Co., Ltd. jointly conducted a survey targeting 200 men and women nationwide who previously answered 'yes' to having attended a soccer match, exploring the topic of 'sports spectating and the culture of wearing team uniforms.'

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Survey Overview: 'Questionnaire on Sports Spectating and Uniform-Wearing Culture'

Survey Method: Online questionnaire

Survey Period: May 22 – May 28, 2026

Target Respondents: Men and women nationwide who previously indicated they have attended a soccer match

Valid Responses: 200 samples

Survey Questions:

Question 1: Have you ever worn your supporting team's uniform during sports events?

Question 2: Please explain your reasons.

Question 3: How do you feel when seeing people wearing their supporting team's uniform at stadiums or viewing events? (Multiple answers allowed)

Question 4: Have you ever worn 'team-colored clothing' or 'matching T-shirts' at non-soccer events such as cheering activities or gatherings? (Multiple answers allowed)

Question 5: If it were easy to create original team apparel (uniforms, T-shirts, etc.) without specialized knowledge, in which situations would you like to use them? (Multiple answers allowed)

Question 6: If you were to create original team apparel, what kind of design or features would you want to include?

※ Percentages are rounded to the second decimal place, so totals may not sum to exactly 100%.

36.5% Have Worn Their Supporting Team's Uniform

First, we asked whether respondents had ever worn their supporting team's uniform during sports events.

The results showed that 19.0% had worn it 'a few times,' 13.0% 'wear it every time,' and 4.5% 'wore it once,' totaling 36.5% of respondents with experience wearing team uniforms.

On the other hand, 63.5% answered 'never.'

We also collected reasons from those who wear uniforms; some responses include:

Reasons for Wearing Team Uniforms

・ It increases my motivation to cheer. (Female, 20s)

・ To show that I am a fan. (Male, 20s)

・ It creates a sense of unity when cheering together with others. (Female, 30s)

・ It lifts my spirits when I wear it. (Male, 30s)

・ I enjoy supporting the team. (Female, 40s)

・ It boosts my excitement and lets me experience something out of the ordinary. (Female, 50s)

Many responses indicated that wearing uniforms enhances their enthusiasm for cheering.

Others mentioned wanting to express their fandom or enjoy a sense of unity with others.

It appears that uniforms are perceived not merely as clothing, but as items that elevate the game-day experience and express support for the team.

52.5% Say 'It Creates a Unified Atmosphere at the Venue' When Seeing Uniformed Fans

Next, we asked how people feel when they see others wearing their team's uniform at stadiums or events.

The most common response was 'I think it creates a unified atmosphere at the venue,' at 52.5%.

This was followed by 'They look excited and having fun' (47.0%), 'I can sense their affection for the team, which leaves a positive impression' (26.5%), and 'It makes me want to wear one too' (9.5%).

Responses such as 'unity,' 'fun,' and 'positive impression' dominated the top answers.

It appears that wearing team uniforms contributes not only to the wearers' experience but also enhances the overall atmosphere for spectators.

The visual impact of seeing a sea of matching colors may itself elevate the enjoyment of the event.

26.5% Have Worn Team-Colored Clothing in Non-Soccer Contexts, Most Commonly at Baseball Games

Next, we asked whether respondents had worn 'team-colored clothing' or 'matching T-shirts' in non-soccer contexts.

The most common scenario was 'baseball games and cheering' at 26.5%.

This was followed by 'music concerts and live events' (10.0%), 'school sports days' (8.5%), and 'other sports events such as basketball' (6.0%).

Meanwhile, 51.0% said they had 'no such experience.'

Wearing matching clothing appears to extend beyond sports cheering.

It seems this trend also appears at concerts, school events, and other gatherings where people come together to create excitement.

Top Scenario for Using Custom Team Apparel: 'With My Own Sports Team or Club'

Next, we asked in which scenarios people would like to use custom-designed team apparel (uniforms, T-shirts, etc.) if it were easy to create without specialized knowledge.

The most popular answer was 'with my own sports team or club' at 18.5%.

This was followed by 'with fellow supporters of my favorite team' (17.5%), 'with hobby circles or interest groups' (16.0%), and 'with friends or peer groups for events' (11.5%), showing broad interest across various personal group settings.

We also asked what design preferences or features they would want if creating custom apparel. Some responses include:

What design or features would you want in custom team apparel?

・ Make the logo larger. (Female, 20s)

・ Pay attention to color tones. (Male, 20s)

・ Use colors that flatter the face and add stylish, cool text. (Female, 30s)

・ Discuss the team's image and create original artwork based on it. (Female, 30s)

・ Design it to be durable and suitable for everyday wear. (Male, 30s)

・ Use the team color as the main color and design the logo so it's instantly recognizable which team it represents. (Male, 40s)

There were many responses emphasizing visual elements such as logos, colors, and typography.

Additionally, people expressed desires to collaboratively shape the team's image and create instantly identifiable designs.