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US In-person Sporting Event Experience Market Report 2025

US In-person Sporting Event Experience Market Report 2025

US In-person Sporting Event Experience Market Analysis

In 2024, nearly 60% of consumers attended a sporting event, indicating a broad audience for live sports. The live sports market in the USA is projected to grow at a CAGR of 5.4% from 2024 to 2029, with brands and teams focusing on value-driven, cost-effective experiences to engage fans.

As the fan experience continues to evolve, innovations like digital tools and enhanced stadium amenities are making the live event experience more seamless, driving sports tourism. Fans are increasingly turning to their smartphones for ticketing, food ordering, and more—reflecting a broader trend of digitalization across the sports industry. In the coming years, venues are expected to adapt to cater to different fan groups, offering tailored experiences for families, friends, or solo attendees, thus broadening the appeal of sporting events. Teams, brands, and venues focusing on enhancing both in-person and digital experiences are likely to see continued success, ensuring greater accessibility and engagement throughout the forecast period. This approach will contribute to sports market trends, fostering growth in the sports tourism industry as it aligns with the rise of sports events market growth.

US In-person Sporting Event Experience Consumer Trends

Rising costs for major sporting events are driving fans toward more affordable alternatives like minor leagues and women’s sports. Younger audiences (18-34), especially those attending solo or with friends, are highly engaged and often participate in pre- and post-game activities. Families are increasingly seeking budget-friendly options due to rising expenses. Personalized fan experiences, value-driven choices, and innovations like digital ticketing, food ordering, and real-time updates are enhancing the fan experience and boosting satisfaction. These trends are shaping sports events market share and expected to influence sports viewership trends in the coming years.

Purchase the full report today to gain a deeper understanding of evolving trends, access exclusive consumer data, and refine your strategy to stay ahead in the competitive sports events market.

About The Report

The In-person Sporting Event Experience Market Report provides an analysis of market dynamics, economic pressures, and consumer behavior trends related to sports tourism and event attendance. It covers key areas such as ticket pricing strategies, the rise of minor leagues, and sports events market trends, focusing on opportunities for brands to engage a budget-conscious audience. The report offers valuable insights for sports franchises, brand partners, and sponsors to refine strategies and stay ahead of market shifts. Purchasing the full report will help organizations improve their offerings and capitalize on emerging trends in the sports tourism and events market.

Key Topics Analyzed in the Report

How the current economy could impact leisure spending, particularly live sporting events
Assessing the increasingly competitive landscape of pro sports
Tracking the sports consumers follow, the events they attend and how many they attend
What consumers spend money on at sporting events and the sponsorship tactics fans are most positive about
The stressors fans experience at live sports events, as well as the barriers for those who haven’t attended recently
How increased competition is driving stakeholders to innovate and prioritize the fan experience

Report Attributes	Details
Published Date	February 2025
Data Range	2010-2029
Measurement Metrics	Revenue in US $
Country Focus	United States of America (US)
Consumer Data	2,000 internet users aged 18+, December 2024
Number of Pages	111
Market Segmentation	Football, Basketball, Baseball, Soccer, Hockey, Tennis, Golf, Auto Racing, Boxing, MMA, Softball & Rugby
Leading Companies	NFL, NBA, MLB, WNBA, NHL, MLS, UFC, Olympics, NWSL, LPGA, PHF, PWHL, WTA & College Sports.

Meet the Expert Behind the Analysis

This report was written by Scott Stewart. Scott joined Mintel in January 2018. Including previous stops at Maru/Matchbox and The NPD Group, he has more than 10 years of experience in consumer research across a number of different categories – including retail, tech, media, foodservice, and food & beverage.

Most Americans are sports fans, and over half have been to an event recently – giving brands the opportunity to connect with a wide range of consumers in one place.

Scott Stewart

Associate Director, Lifestyles & Retail

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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
MARKET DYNAMICS
- Market context
- The US economy is in a stable position
- Graph 1: economic indicators – GDP growth, unemployment rate, CPI change, 2024
- Positive economic indicators translate to consumer optimism and spending
- Graph 2: highest priority financial goals in the past two years (NET – any rank), 2023-24
- Graph 3: better off (NET), 2023-24
- Budget cutbacks are becoming less common
- Graph 4: financial behaviors over the past year, 2023-24
- Inflation continues to be a concern
- Graph 5: top economic concern (#1 rank), 2024
- How economic trends impact live sports
- The potential impacts of the Trump administration on in-person sporting events
- Market drivers
- Professional sports franchises are worth billions
- Graph 6: average professional sports league franchise value ($ bn), 2024
- Some leagues are much more dependent on the in-person event than others
- Graph 7: in-person expenditures as a proportion of total revenues, by league, 2022-23
- Ticket prices are increasing at a rapid rate
- Graph 8: CPI of admission to sporting events in US city average (1999=100), 2010-24
- Sports venues are getting smaller, putting upward pressure on ticket prices
- The market is getting more competitive
- Pro sports is big business and new entrants want to get their share
CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (continued)
- Sporting event attendance
- Sports are an important part of consumers’ lives
- Graph 9: sports followed (NET – men’s or women’s leagues), 2024
- Women’s sports are seeing the best gains
- Graph 10: men’s sports followed, 2022 vs 2024
- Graph 11: women’s sports followed, 2022 vs 2024
- Most consumers have recently attended a live sporting event
- Graph 12: number of sporting events attended in person in the past 12 months, 2024
- Graph 13: time since last attended a live sporting event*, 2024
- Sports event attendance is top-heavy
- Graph 14: number of sporting events attended in person in the past 12 months (NET – 2+ events), 2024
- Men are more likely to go to events, and go more frequently
- Graph 15: number of sporting events attended in person in the past 12 months, by gender, 2024
- Dads, husbands and 35-44 year old men are frequent attendees
- Graph 16: have attended four or more live sporting events in the past 12 months, men by age, race, parental and marital status, 2024
- Event attendance peaks among middle-incomes
- Graph 17: have attended four or more live sporting events in the past 12 months, by household income, 2024
- Urban dwellers are the most likely to attend frequently
- Graph 18: have attended four or more live sporting events in the past 12 months, by living location, 2024
- Attendance is top-heavy and driven by specific segments of the market
- Live sports event occasions
- Sporting events are social outings
- Graph 19: live sporting event occasions/circumstances, 2024
- Fans who attend with a significant other or friends are the least frequent
- Graph 20: number of sporting events attended in person in the past 12 months, by live sporting event occasion, 2024
- Social dynamics at events evolve with age
- Graph 21: live sporting event occasions/circumstances, by age, 2024
- The highest-income households attend events with their significant others
- Graph 22: live sporting event occasions/circumstances, by household income, 2024
- Use sporting events as an opportunity to connect with high-income couples
- There are also opportunities to connect with single fans
- Graph 23: went by myself to a live sporting event, by age, gender, household income, number of people living at home and marital status, 2024
- People who attend alone are true fans
- General admission sections give single fans more flexibility
- Toronto’s “Outfield District” highlights a commitment to general admission
- Think of how the events can mean different things depending on the occasion
- As a result, the competition varies depending on the occasion
- Consider usage occasions when looking for ways to connect with fans
- Sports events attended
- Football is the leading sport in America
- Graph 24: leagues/categories of live events attended in the past 12 months, 2024
- Most fans go to events in more than one league
- Graph 25: number of different leagues attended in the past 12 months, 2024
- MLB and NFL are the most likely to have exclusive attendees
- Graph 26: have attended one type of league in the past 12 months, by type of league attended, 2024
- What makes the NFL and MLB special on this metric
- College football is relevant for all ages
- Graph 27: leagues/categories of live events attended in the past 12 months – football, by age, 2024
- NBA and MLB perform similarly overall, but succeed with different groups
- Graph 28: leagues/categories of live events attended in the past 12 months – NBA and MLB, by age, 2024
- Graph 29: leagues/categories of live events attended in the past 12 months – NBA and MLB, by race or ethnicity, 2024
- Like NBA and MLB, WNBA and NHL attract very different in-person fans
- Graph 30: leagues/categories of live events attended in the past 12 months – WNBA and NHL, by race or ethnicity, 2024
- Graph 31: leagues/categories of live events attended in the past 12 months – WNBA and NHL, by household income, 2024
- Using sports events to reach specific consumer groups
- MLB is more accessible for fans than other top-tier leagues
- Graph 32: attended a top-tier live sporting event for that particular sport in the past 12 months, among fans of that sport (NET – men’s or women’s), 2024
- NHL attendees aren’t necessarily hockey fans
- Graph 33: share of consumers who attended an event who say they’re a fan of that men’s sport, 2024
- Mercury Insurance uses AR in the LA Kings concourse
- Opportunities for cross-promotion
- It’s not about finding the biggest league, it’s about finding the optimal opportunity
- Purchases made at events
- Rising costs put pressure on in-game purchases
- Most fans buy snacks when they go to an event
- Graph 34: typically purchased at sporting events, 2024
- 35-44 year olds lead alcohol purchases at sporting events
- Graph 35: typically purchased at sporting events – drinks, by age, 2024
- Parents are in that core 35-44 year old age group
- Graph 36: typically purchased at sporting events, by parental status, 2024
- Black consumers are less likely to buy beer
- Graph 37: typically purchased at sporting events – drinks, by race, 2024
- Streamlined drink options make purchases quicker and easier
- Two different approaches to food at sporting events
- Merchandise is especially relevant to younger fans and parents
- Graph 38: typically purchased at sporting events – merchandise, by age, 2024
- Graph 39: typically purchased at sporting events – merchandise, by parental status, 2024
- Parents who bring their kids to an event experience multiplied costs
- How other brands can capitalize on this demand and rising prices
- Jersey Mike’s and Upper Deck connect with fans pre-game
- Sponsorship opportunities at sporting events
- Fans enjoy getting free stuff at sporting events
- Graph 40: attitudes towards in-game branding initiatives, 2024
- Fan logic: who doesn’t like a free t-shirt?
- Brand sponsors can partner with the team on giveaways
- A giveaway isn’t the only way to connect with fans during the game
- Graph 41: attitudes towards in-game branding initiatives – contests/perks/giveaways, 2024
- The concourse is an important opportunity for brands
- Brands can use concourse space for giveaways or other activations
- Graph 42: attitudes towards in-game branding initiatives – sponsored areas, 2024
- Parents, in particular, appreciate sponsored areas at events
- Graph 43: attitudes towards in-game branding initiatives – sponsored areas (NET – any like), by parental status, 2024
- Interactivity is also a win with parents
- Graph 44: attitudes towards in-game branding initiatives – interactive opportunities, by parental status, 2024
- Opportunities to connect with parents aren’t limited to parenting brands
- Graph 45: household income distribution, by parental status, 2024
- Graph 46: age distribution, by parental status, 2024
- Activations can be interactive, branded and a photo opportunity
- Budweiser made its own clubhouse at the MLB All-Star Game
- Prioritize giveaways, but look for other opportunities to connect
- The pre- and post-game experience
- A sports outing is about more than just sports
- Graph 47: “I typically go out to a bar/restaurant…” (% agree), 2024
- Younger fans are the most likely to go to a bar/restaurant
- Graph 48: “I typically go out to a bar/restaurant…” (% agree), by age, 2024
- Pre- and post-game activities correlate with alcohol consumption
- Graph 49: “I typically go out to a bar/restaurant…” (% agree), by typical beverage purchases at sporting events, 2024
- Budweiser’s MLB cans add some excitement to a beer order
- How congestion pricing might impact these pre- and post-game behaviors
- Potential impacts of congestion pricing
- Thinking outside the box (and outside the venue) will create more opportunities for brands
- Stressors at sports events
- Going to an event has its drawbacks
- Graph 50: most stressful factors at live sporting events (respondents could select up to three), 2024
- Tens of thousands of people in one place makes lines inevitable
- Graph 51: most stressful factors at live sporting events (respondents could select up to three) – waiting in line, by age, 2024
- New technology will streamline crowd movements
- American Express card holders are treated like VIPs
- General managers aren’t the only ones making cuts and trades
- At a certain point, live events aren’t worth the trouble for older fans
- Graph 52: most stressful factors at live sporting events (respondents could select up to three), by age, 2024
- Traffic is a pain point for people getting to and from events
- Events can get boring for people who attend frequently
- Graph 53: most stressful factors at live sporting events (respondents could select up to three) – game/match gets boring, by number of events attended in the past 12 months, 2024
- The Corona Rooftop Patio offers live music and views of the game
- Mitigate stressors and look for ‘surprise & delight’ opportunities
- Reasons for not attending sports events
- Ticket prices are keeping some fans home
- Graph 54: reasons for not attending live sporting events, 2024
- Lapsed attendees are the most sensitive to prices
- Graph 55: reasons for not attending live sporting events, by number of years since last attending an event, 2024
- How to use high ticket prices as an opportunity
- Valuable fans are staying home
- Graph 56: reasons for not attending live sporting events – I prefer to watch from home, by financial situation, 2024
- Price is a simple explanation without a simple solution
- Spotlight on alternatives: minor leagues and women’s sports
- Consumers have options in the sports world
- Unsurprisingly, football, baseball and basketball lead the way
- Graph 57: minor league sporting events attended in the past 12 months, 2024
- The UFL gives football fans great value on tickets
- Other forms of football create even more options for fans
- Younger fans are the most likely to go to minor league events
- Graph 58: minor league sporting events attended in the past 12 months, by age, 2024
- Minor leagues are the only option for some fans
- Developmental leagues aren’t the only alternatives for fans
- It isn’t just new leagues emerging, it’s also new sports
- Women’s sports leagues are gaining momentum
- Graph 59: women’s sports leagues followed, 2022 vs 2024
- Women’s sports have struck a chord with younger fans, and are popular with men
- Graph 60: women’s sports leagues followed, by gender, 2024
- Graph 61: women’s sports leagues followed, by age, 2024
- The WNBA is stepping into the spotlight
- The business impact of minor leagues and women’s sports
INNOVATION AND MARKETING STRATEGIES
- The future of sports events: a look at the new Intuit Dome in Los Angeles
- The Intuit Dome in LA is the latest in live sports
- The Wall creates a unique advantage for the home team
- The Halo Board is almost a full acre of scoreboard
- Making the fan experience as seamless as possible
- Smart seats reward the loudest fans
- The Dome’s outdoor plaza encourages fans to arrive early
- Intuit Dome responds to consumer demand and makes events unique, fun and easy
- Launch activity and innovation
- Cosm is recreating the in-person experience at its hubs
- Sports betting is entering stadiums and arenas
- Flexible spaces to watch the game near venues
- Sustainability is being factored into sports venues
- Marketing and advertising
- Sponsored discounts help fans save
- Sponsored contests are another way for brands to help fans
- Brands can use themed promotions to get their message across
- Mobile apps at the event are an opportunity for brand promotion
- Everything comes down to improving the fan experience
APPENDIX
- Consumer research questions
- Consumer research questions (continued)
- Consumer research crosstabs and further analysis
- Consumer research crosstabs and further analysis (continued)
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms

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