Brandwave

How popular isPremier League?

In September 2026, people searched for Premier League by name about 561,000 times in New Zealand, a 5% decrease from the previous year. These searches made up 15.2% of all New Zealand sports league searches, placing Premier League second out of eight leagues. When we asked both ChatGPT and Google AI Overviews about sports leagues, Premier League appeared in two of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Premier League is the second most searched of 8 competitors and the fourth most recommended in AI answers.

  1. NRLShare of searches 59.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Premier LeagueShare of searches 15.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. NFLShare of searches 11.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. A-LeagueShare of searches 6.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. AFLShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+3 more

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Top sports leagues in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Premier League was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Premier League is the fourth most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Super Rugby Pacific1st
  2. NRL2nd
  3. NFL3rd
  4. Premier League4th
  5. A-League5th
  6. NBA6th
  7. Super Smash7th
  8. AFL–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • NRL3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • A-League3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Super Rugby Pacific3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Premier League2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NFL2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NBA2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Super Smash2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AFL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sports leagues

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which sports leagues compete with Premier League?

Premier League against sports leagues in New Zealand, by month

Share of searches by month for NRL, Premier League, NFL, A-League, AFL. The figures are in the table below the chart.

View monthly share of searches table
MonthNRLPremier LeagueNFLA-LeagueAFLNBASuper Rugby PacificSuper Smash
Oct 202514.8%23.6%17.3%14.2%0.52%29.2%0.34%0.03%
Nov 20253.6%23.1%15.5%14.5%0.27%42.8%0.25%0.05%
Dec 20251.8%28.9%14.7%18.8%0.13%34.1%0.19%1.3%
Jan 20262.1%25.2%16.7%17.3%0.15%32.7%0.59%5.2%
Feb 20269.3%26.3%3%16.3%0.27%26.6%18.2%0.06%
Mar 202629.2%17.9%0.52%10.1%1.5%22.6%18.1%0.01%
Apr 202633%15.2%0.78%8.8%1.7%24%16.5%<0.01%
May 202629.7%16.8%0.24%8.4%1.5%28.8%14.5%<0.01%
Jun 202647.8%1.1%0.48%0.66%2%32.4%15.6%<0.01%
Jul 202684.7%2.9%0.71%1.6%4.1%5.1%0.92%<0.01%
Aug 202676.4%11%2.1%5.5%2.9%1.8%0.33%<0.01%
Sep 202659.8%15.2%11.3%6.9%4.7%1.8%0.34%0.01%

  1. 1.NRL

    59.8%

    Held 1st. 2.2M estimated branded searches, -22.8% vs prior month. Share -16.6 points.

  2. 2.Premier League

    15.2%

    Held 2nd. 561K estimated branded searches, +36.6% vs prior month. Share +4.2 points.

  3. 3.NFL

    11.3%

    Moved from 5th to 3rd. 418K estimated branded searches, +439.1% vs prior month. Share +9.2 points.

  4. 4.A-League

    6.9%

    Moved from 3rd to 4th. 254K estimated branded searches, +22.5% vs prior month. Share +1.3 points.

  5. 5.AFL

    4.7%

    Moved from 4th to 5th. 175K estimated branded searches, +63.3% vs prior month. Share +1.9 points.

  6. 6.NBA

    1.8%

    Held 6th. 64.8K estimated branded searches, -5.7% vs prior month. Share -0.1 points.

  7. 7.Super Rugby Pacific

    0.34%

    Held 7th. 12.4K estimated branded searches, +0.49% vs prior month. Share 0 points.

  8. 8.Super Smash

    0.01%

    Held 8th. 480 estimated branded searches, +84.6% vs prior month. Share 0 points.

Compare popularity between Premier League and its closest rivals

Every comparison with Premier League

7 comparisons

How has branded search demand for Premier League changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Premier League in New Zealand fell from 590K to 561K.
  • Across the 12 months ending September 2026, Premier League’s share of searches among sports leagues in New Zealand decreased from 23.6% to 15.2%.
  • Across the 12 months ending September 2026, Premier League’s share of searches among sports leagues in New Zealand peaked at 28.9% in December 2025 and was lowest at 1.1% in June 2026.

How did search popularity change for New Zealand sports leagues in September 2026?

6 changes

  1. In September 2026, NFL overtook A-League and AFL to rank 3rd among sports leagues in New Zealand, with 11.3% of the searches.

  2. In September 2026, Premier League gained share of searches among sports leagues in New Zealand, from 11% to 15.2%.

  3. In September 2026, AFL gained share of searches among sports leagues in New Zealand, from 2.9% to 4.7%.

  4. In September 2026, A-League gained share of searches among sports leagues in New Zealand, from 5.5% to 6.9%.

  5. In September 2026, NRL lost share of searches among sports leagues in New Zealand, from 76.4% to 59.8%.

  6. NBA’s share of searches among sports leagues in New Zealand has lost ground for 3 months in a row, from 32.4% to 1.8% in September 2026.

How are Premier League’s branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Premier League’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • british premier league
  • fantasy premier league
  • premier league
  • premier league draw
  • premier league fixtures
  • premier league game
  • premier league ladder
  • premier league players
  • premier league results
  • premier league scores
  • premier league standings
  • premierleague
  • premierleague fixtures
  • premierleague ladder
  • premierleague scores
  • premierleague table

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How the Brand Demand Index is measured

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