Fandom without borders
The New Eraof Live Sports
Live sports have always been an important part of the American cultural fabric. From local rivalries to national moments, the scale and cultural connection have always set this market apart. But things are shifting. Alongside deep-rooted loyalty, fans are becoming more globally curious, exploring international sports while leagues continue to grow their reach overseas.
What does this mean for the future of live sports attendance and what do today’s fans expect when they attend a game? Drawing on research from 2,000 sports fans, this report explores how fan behavior is evolving — from travel and global engagement to generational shifts and changing expectations of live sports.
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Unlike many global markets, where proximity shapes attendance, fans in the United States operate differently. This shows up in how far they are willing to travel to watch their favorite live sports. The average time fans are willing to travel to an international game sits at 5 hours and 45 minutes. For 16%, the sweet spot is 7–10 hours, with 11% happy to travel for more than 10 hours.
It’s not just where, it’s also what, that drives fan travel. When asked which sport they would be willing to travel the furthest for, 29% chose American football, followed by basketball (15%), soccer (12%) and baseball (11%).
Top Sports US Fans would be willing to travel the furthest for
How far US Fans would travel to see an international game
Overall, fans are not just willing to tolerate travel, they actively build it into their game day experiences, particularly for football, and the event needs to justify the effort. This creates a clear opportunity for venues and organizers to develop travel and ticket packages that make planning the journey more seamless, and the experience more valuable.
This growing willingness to travel reflects another trend: American sports are attracting international audiences. 59% of UK fans say they are more interested in American sports than they were five years ago, highlighting rising global appeal.
In the UK, 24% of fans also believe American football is one of the fastest-growing sports and 56% say attending a sports event in the United States is on their bucket list, reinforcing the idea of American sports as a destination experience.
American sports are attracting international audiences.
of those following American sports in the UK say they are more interested in it than they were five years ago
of those who follow American sports in the UK place attending a US live sporting event on their bucket list
of UK fans believe the NFL is one of the fastest-growing sports in the UK
Top international markets interested in AMerican Football
While American sports are attracting international audiences, American fans themselves are also looking outward.
Soccer now reaches 41% of fans in the United States, making it one of the fastest-rising sports in the market and highlighting growing interest in globally rooted leagues and competitions.
Together, these trends point to a two-way shift: American fans are becoming more globally curious, while home-grown sports are gaining international traction, transforming the market from one built on domestic loyalty into one driven by global cultural exchange and live demand.
Even with the growing interest in soccer, American football remains one of the most deeply embedded sports in American culture. From Friday Night Lights to Super Bowl Sundays, these are more than just games; they’re traditions, rituals and a key part of many fans’ lives.
When asked which sports they are most likely to follow, American football claims the joint top spot with basketball (65%). Baseball is close behind at 55%, and the relative newcomer, soccer follows at 41%.
Most followed sports in the US:
American football remains the most deeply embedded sport in US culture
of US sports fans say they actively follow American Football
of fans say they would travel the furthest to attend an NFL event
Football’s cultural influence is reflected not only in how many fans follow the sport, but in the depth of their loyalty. 65% of fans say it is the sport they follow most and this loyalty translates into effort with 29% of fans saying they would travel the furthest to attend a football game, more than any other sport.
This reflects a serious level of commitment and passion from fans and positions American football as the strongest driver of repeat engagement in the sports market.
While American football continues to dominate in loyalty and legacy, basketball is catching up – and leading in growth.
Women are an increasingly powerful force in basketball fandom, particularly in women’s basketball where female fans grew steadily from 61% in 2022 to 65% in 2025. For Gen Z female fans women’s basketball is their number one sport overall with 71% of them favoring it.
This new audience dynamic where rising Gen Z engagement and surging interest in women’s basketball are combining to expand the fanbase and redefine the future of the sport.
24.8% of fans say they have become followers in the last two years, the highest of any sport, while its overall fanbase now reaches an impressive 65%, almost on par with football.
This growth is being driven by two of the most important audience segments in sports today, Gen Z and women. Gen Z basketball fans have increased by 33%, the fastest growth of any age group. Basketball is also the most gender-balanced major sport, with female fandom rising significantly, and women’s basketball interest more than doubling between 2023 and 2024.
Gen Z Drives the Biggest Growth in Basketball Fandom
A day at the game is never just about the game. It’s the build-up, the fellow fans, the atmosphere, and the sense that you’re part of something bigger.
All of this remains true, but today’s fans expect another layer, influenced by a culture where convenience is king and every experience is designed around the customer. They want ease, service and the option to upgrade.
When asked what would enhance their time at a live event, 41% go comfort first and choose premium stadium seating, closely followed by 40% who want in-seat food and drink ordering. A further third look for VIP experiences (33%) and immersive options like 360-degree stadium views (33%), while 29% want technical improvements such as mobile ticketing and entry.
Top things enhancing the live sports Experience According to US Sports fans
Research conducted on behalf of Ticketmaster by OnePoll between 25th February to 12th March 2026 with a sample of 15,000 sports fans across the UK (2,000), the US (2,000), Australia (2,000), Germany (2,000), Spain (2,000), Mexico (2,000), Ireland (1,500) and the Middle East (UAE, Qatar, Saudi Arabia; 500 each)