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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 5.97511797512 |
| 94.0248820249 |
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 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the 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 |
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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%.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the 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% |
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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.
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.
| 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 |
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December began with 33 advertisers, fluctuating throughout the month, peaking at 37 on the 21st. The month concluded with a dip to 21 advertisers.
Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.
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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.
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% |
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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.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Verified Ticket sellers only — Your entry is guaranteed. All tickets come with our authenticity & money-back guarantee. Liverpool...
LFC retail is your one-stop shop to represent the Reds. Shop kits, souvenirs and fashion. Official...
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.
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.
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.
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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.
Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.
Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.
How to use the UK Media & Entertainment Sports December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
Data within the UK Media & Entertainment Sports December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.
On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.
We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The UK Media & Entertainment Sports December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.
Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.
With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.
Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.
Learn more about our data accuracy
Yes. The UK Media & Entertainment Sports December 2025 Report aggregates data from across both device types and Google Shopping.
The UK Media & Entertainment Sports December 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.
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Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.
With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.
The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.
Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.