UK Media & Entertainment Sports - PPC Market Share Analysis December 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Sports category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Sports – UK

Google AI Overview visibility for Media & Entertainment Sports UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 5.97511797512
94.0248820249
5%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 21%
Navigational 5%
Seasonal 0%
Local 3%
Problem Solving 0%

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Market Exposure

Share of Clicks for top 10 UK Media & Entertainment Sports brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
liverpoolfc.com 31.82
viagogo.co.uk 17.12
manutd.com 13.56
kitbag.com 5.31
nowtv.com 5.11
mancity.com 4.66
wwf.org.uk 4.12
livefootballtickets.com 4.1
fanpass.net 2.83
rangers.co.uk 2.23
others 9.14
  • liverpoolfc.com - 31.82%
  • viagogo.co.uk - 17.12%
  • manutd.com - 13.56%
  • kitbag.com - 5.31%
  • nowtv.com - 5.11%
  • mancity.com - 4.66%
  • wwf.org.uk - 4.12%
  • livefootballtickets.com - 4.1%
  • fanpass.net - 2.83%
  • rangers.co.uk - 2.23%
  • others - 9.14%

Copyright © Adthena. All rights reserved.

Liverpoolfc.com dominates with 31.82% click share, followed by viagogo.co.uk at 17.12%. Manutd.com holds 13.56%, while ‘others’ collectively capture 9.14%.

Market Exposure

Share of Spend for the top 10 UK Media & Entertainment Sports brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date viagogo.co.uk fanpass.net livefootballtickets.com wwf.org.uk hellotickets.com nowtv.com kitbag.com liverpoolfc.com footballticketnet.com ticombo.com
2025/12/01 17.94% 1.81% 3.06% 1.47% 0.23% 5.17% 0% 46.25% 0.88% 19.36%
2025/12/02 4.04% 5.14% 2.69% 2.79% 1.09% 9.42% 0% 65.88% 2.91% 0%
2025/12/03 0.25% 1.34% 2.84% 3.84% 0.56% 1.58% 0.19% 66.67% 2.51% 0%
2025/12/04 19.4% 3.81% 6.01% 11.61% 1.32% 31.02% 0.27% 10.21% 2.18% 0.68%
2025/12/05 42.39% 0.54% 2.07% 5.01% 0.79% 16.41% 0.08% 26.05% 0.04% 0%
2025/12/06 3.64% 1.24% 2.08% 2.92% 0.15% 67.04% 0.06% 9.99% 0.23% 0.67%
2025/12/07 1.71% 18.18% 23.06% 27.89% 5.08% 7.63% 0% 0% 6.67% 0%
2025/12/08 33.02% 3.77% 4.15% 4.94% 1.61% 1.43% 0% 17.2% 2.59% 28.34%
2025/12/09 38.3% 4.52% 5.3% 5.96% 0.94% 1.46% 0% 0% 1.56% 35.7%
2025/12/10 28.25% 3.16% 11.31% 20.81% 2.91% 9.82% 0% 0% 0.03% 0%
2025/12/11 69.28% 2.34% 3.22% 4.08% 0.46% 6.34% 0% 9.98% 0.96% 0%
2025/12/12 35.76% 10.31% 13.63% 19.83% 5.16% 4.91% 0% 0.27% 3.39% 0.94%
2025/12/13 80.4% 3.24% 2.95% 4.65% 1.29% 2.49% 0% 0.07% 0.85% 0.37%
2025/12/14 38.71% 2.43% 4.38% 5.29% 2.97% 15.51% 0% 25.22% 1.84% 0%
2025/12/15 19.92% 5.64% 9.12% 11.4% 4.38% 4% 0% 36.61% 5.16% 0%
2025/12/16 16.08% 5.53% 8.51% 8.37% 2.61% 40.8% 0.11% 0% 1.28% 8.17%
2025/12/17 35.75% 4.12% 4.51% 5.65% 1.15% 8.18% 0.02% 12.87% 1.54% 0%
2025/12/18 13.8% 10.16% 7.94% 10.13% 5.27% 21.1% 0.08% 25.78% 0% 0%
2025/12/19 15.51% 4.65% 3.77% 6.55% 2.2% 27.22% 0.03% 30.65% 0.75% 0%
2025/12/20 63.74% 4.29% 3.96% 5.37% 0.93% 1.77% 0.06% 14.86% 1.82% 0%
2025/12/21 53.65% 4.65% 4.26% 6.3% 1.37% 10.25% 0.07% 13.17% 0.66% 0%
2025/12/22 11.71% 13.32% 9.81% 6.9% 4.57% 22.97% 0.23% 2.72% 1.54% 11.89%
2025/12/23 11.85% 4.6% 3.22% 3.74% 2.19% 6.81% 49.38% 0.26% 0.83% 0.23%
2025/12/24 15.56% 6.39% 4.52% 6.38% 1.8% 22.26% 0.07% 28.29% 1.02% 5.71%
2025/12/25 73.7% 5.08% 3.99% 4.67% 1.31% 2.76% 0.01% 0.21% 0.75% 4.17%
2025/12/26 83.33% 2.25% 2.1% 4.27% 1.32% 1.12% 0% 0% 0.44% 0%
2025/12/27 73.39% 4.92% 3.36% 8.08% 2.25% 1.6% 0.02% 0.25% 1.23% 0%
2025/12/28 39.08% 3.4% 4.21% 4.6% 3.18% 1.66% 0.02% 38.19% 0.41% 0.4%
2025/12/29 59.89% 2.77% 4.36% 5.09% 2.94% 1.85% 0.02% 21.41% 0% 0%
2025/12/30 45.68% 5.72% 5.54% 9.49% 4.4% 23.5% 0.02% 0% 0.68% 0%
2025/12/31 77.72% 6.24% 5.5% 3.06% 1.98% 1.67% 0.02% 0% 0% 0%
  • viagogo.co.uk
  • fanpass.net
  • livefootballtickets.com
  • wwf.org.uk
  • hellotickets.com
  • nowtv.com
  • kitbag.com
  • liverpoolfc.com
  • footballticketnet.com
  • ticombo.com

Copyright © Adthena. All rights reserved.

Viagogo.co.uk dominated December with fluctuating spend, peaking at 83.33 on the 26th. Liverpoolfc.com saw a strong start, then declined. Fanpass.net and livefootballtickets.com maintained steady, low spend. Nowtv.com spiked early, then stabilized. Kitbag.com had minimal activity, except a surge on the 23rd.

Market Exposure

Competitor Count for UK Media & Entertainment Sports

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/12/01 33
2025/12/02 25
2025/12/03 30
2025/12/04 34
2025/12/05 33
2025/12/06 31
2025/12/07 23
2025/12/08 24
2025/12/09 26
2025/12/10 24
2025/12/11 25
2025/12/12 26
2025/12/13 28
2025/12/14 23
2025/12/15 25
2025/12/16 30
2025/12/17 28
2025/12/18 28
2025/12/19 33
2025/12/20 30
2025/12/21 37
2025/12/22 32
2025/12/23 31
2025/12/24 32
2025/12/25 28
2025/12/26 31
2025/12/27 26
2025/12/28 25
2025/12/29 22
2025/12/30 27
2025/12/31 21

Copyright © Adthena. All rights reserved.

December began with 33 advertisers, fluctuating throughout the month, peaking at 37 on the 21st. The month concluded with a dip to 21 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Media & Entertainment Sports

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
manutd.com 28.77%
kitbag.com 11.39%
ticketgum.com 0.24%
regatta.com 0.17%
hellotickets.com 0.12%
wwf.org.uk -2.2%
ticombo.com -3.61%
nowtv.com -4.26%
liverpoolfc.com -10.85%
mancity.com -13.58%

Copyright © Adthena. All rights reserved.

Manutd.com surged with a 28.77% click share increase, while kitbag.com rose by 11.39%. In contrast, mancity.com and liverpoolfc.com faced declines of 13.58% and 10.85%, respectively.

Campaign Efficiency

UK Media & Entertainment Sports Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date viagogo.co.uk livefootballtickets.com fanpass.net nowtv.com fanatics.co.uk kitbag.com liverpoolfc.com ebay.co.uk ticombo.com manutd.com
2025/12/01 18.91% 5.2% 1.95% 5.69% 0.99% 0.14% 37.47% 0% 18.82% 0%
2025/12/02 4.63% 4.49% 5.24% 11.23% 1.84% 0.18% 55.52% 0% 0% 0%
2025/12/03 0.33% 5.05% 1.44% 2.7% 4.84% 1.48% 47.24% 0% 0% 0%
2025/12/04 17.59% 8.2% 3.64% 23.41% 5.41% 1.12% 11.26% 0% 0.91% 0%
2025/12/05 38.73% 4.03% 1.08% 14.92% 9.74% 0.53% 13.4% 0% 0% 0%
2025/12/06 4.42% 3.91% 1.78% 49.25% 16.26% 0.5% 9.03% 0% 1.07% 0%
2025/12/07 2.21% 28.53% 14.27% 11.28% 9.29% 0% 0% 0% 0% 0%
2025/12/08 35.23% 6.59% 3.77% 2.54% 0.62% 0% 10.49% 0% 27.29% 0%
2025/12/09 36.47% 7.8% 3.44% 2.67% 1.13% 0.11% 0% 0% 31.98% 0%
2025/12/10 24.38% 12.51% 1.97% 14% 1.61% 0.65% 0% 0% 0% 0%
2025/12/11 69.91% 4.9% 2.1% 7.63% 0.31% 0% 5.77% 0% 0% 0%
2025/12/12 33.06% 19.02% 11.12% 8.39% 2.26% 0.56% 0.39% 0% 1.3% 0%
2025/12/13 74.78% 4.7% 3.92% 3.81% 1.09% 0% 0.12% 0% 0.39% 0%
2025/12/14 39.58% 6.96% 3.05% 17.58% 1.55% 0.09% 14.51% 0% 0% 0%
2025/12/15 19.78% 13.07% 7.51% 6.27% 1.37% 0% 26.78% 0% 0% 0%
2025/12/16 13.27% 9.53% 6.38% 31.13% 2.23% 0.11% 0% 0% 5.65% 2.32%
2025/12/17 28.18% 5.41% 3.41% 7.29% 1.3% 0.03% 5.88% 0.11% 0% 0.45%
2025/12/18 16% 12.57% 11.48% 20.29% 3.73% 0.14% 15.2% 0.11% 0% 1.15%
2025/12/19 16.54% 5.57% 4.26% 26.04% 2.4% 0.26% 18.16% 0.03% 0% 1.95%
2025/12/20 61.65% 6.55% 4.82% 3.03% 2.72% 0.42% 8.47% 0.16% 0% 0.47%
2025/12/21 53.39% 6.76% 5.44% 8.7% 1.51% 0.21% 7.65% 0.18% 0% 0.3%
2025/12/22 9.75% 10.39% 11.31% 18.01% 5.43% 0.52% 3.35% 1.97% 8.31% 3.27%
2025/12/23 2.01% 0.74% 0.75% 1.13% 15.62% 15.62% 0.08% 31.23% 0.06% 31.27%
2025/12/24 15.04% 6.06% 5.92% 20.39% 0.38% 0.25% 19.96% 0% 4.73% 1.36%
2025/12/25 66.16% 5.91% 4.44% 4.67% 0.2% 0.03% 0.32% 0% 3.54% 0.29%
2025/12/26 76.57% 3.22% 1.84% 1.88% 0.07% 0.01% 0% 2.04% 0% 0%
2025/12/27 69.04% 5.33% 4.4% 2.87% 0.36% 0.03% 0.4% 0% 0% 0%
2025/12/28 41.56% 7.76% 4.27% 3.39% 0.47% 0.04% 23.44% 0% 0.71% 0%
2025/12/29 63.29% 7.45% 2.27% 3.8% 0.17% 0.05% 13.03% 0% 0% 0%
2025/12/30 40.86% 8.48% 6.55% 21.87% 0.57% 0.04% 0% 0% 0% 0%
2025/12/31 72.14% 8.88% 6.01% 3.01% 0.83% 0.05% 0% 0% 0% 0%
  • viagogo.co.uk
  • livefootballtickets.com
  • fanpass.net
  • nowtv.com
  • fanatics.co.uk
  • kitbag.com
  • liverpoolfc.com
  • ebay.co.uk
  • ticombo.com
  • manutd.com

Copyright © Adthena. All rights reserved.

In December 2025, viagogo.co.uk’s impression share fluctuated significantly, peaking at 76.57% on the 26th. Liverpoolfc.com saw a decline, while livefootballtickets.com maintained a steady presence. Fanpass.net and nowtv.com experienced moderate fluctuations. The month concluded with viagogo.co.uk leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Sports

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Media & Entertainment Sports - Last month
  1. 1
    Liverpool Tickets https://www.livefootballtickets.com

    Verified Ticket sellers only — Your entry is guaranteed. All tickets come with our authenticity & money-back guarantee. Liverpool...

  2. 2
    Official LFC Winter Sale - Up to 70% off Selected Lines https://store.liverpoolfc.com › anfield

    LFC retail is your one-stop shop to represent the Reds. Shop kits, souvenirs and fashion. Official...

  3. 3
    NOW Sports https://www.nowtv.com › now › nfl

    NOW Day & Month Memberships — Stream World-Class Sport Including Live Football, Cricket, Golf & Every Thrilling F1 Race. Catch The NFL Action On NOW Sports. Don't Miss Out, Join In & Watch Instantly. Live Coverage. 12 Sky Sports Channels. Unmissable Events.

  4. 4
    Stanley Cups https://www.selfridges.com

    Discover the Latest in Fashion, Beauty, Home, Kids, and More at Selfridges Online. Shop New In at Selfridges. Order Online for Free Next Day Collection In Store. Latest Exclusives. Next Day Delivery. Bestsellers. New Arrivals. Types: Womens Fashion, Mens Fashion, Shoes, Kids, Bags, Beauty, Food.

  5. 5
    WWF Official Website https://support.wwf.org.uk

    We Are WWF — This Is Our One Shared Home We Must Protect It From The Devastation Climate Change Brings. Become Part Of The Change With WWF, For A Future Where People And Nature Thrive Together.

Copyright © Adthena. All rights reserved.

In the competitive world of Google PPC, five standout text ads capture attention. Livefootballtickets.com promises guaranteed entry with verified sellers, while liverpoolfc.com entices with a 70% winter sale. Nowtv.com offers instant sports streaming, selfridges.com showcases fashion exclusives, and wwf.org.uk inspires environmental action.

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