A recent survey found that average sports fan watches 120 games per year.
The survey of 2,000 American sports fans revealed how emotionally invested fans are, how much they’re willing to pay to support and represent their teams, and how much sports are rewarding fans for their emotional and financial investment.
The study, conducted by Talker Research on behalf of SquadLocker, divided sports fans into different categories based on their level of involvement with teams and players.
One-third of respondents (32%) said they were moderate fans who watched the occasional sports game, half (48%) identified themselves as big fans who watched most games, and one-fifth (20%) were all-in fans who watched every game they could.
But being an avid fan comes at a cost: Avid fans report spending an average of $879.40 per year on sports tickets, concessions, apparel, collectibles, memorabilia, and streaming services.
Big sports fans reported spending an average of $593.80 per year, while moderate sports fans reported spending an average of $376.10.
Fans on the sidelines will typically see three wins and two losses live in a given season.
Respondents also estimated they have witnessed five miraculous live sports victories in their lifetime, with three-quarters (74%) citing watching their favourite team win a live game as their fondest memory.
But being a sports fan requires not only a financial commitment, but also an emotional commitment.
More than one in five fans (22%) have a pre-game ritual or tradition every time their favorite team or player plays, with die-hard fans being the most likely to take part in a pre-game ritual (32%).
Additionally, while 35% say mandatory pre-game traditions simply make them feel part of a team, one in three (31%) strongly feel pre-game rituals increase a team or player’s chances of winning.
When asked about pregame habits, many cited traditions such as barbecues, showing off team merchandise, tailgate parties, chants, dancing and prayers.
Some notable respondents went a step further and reported lighting candles for their team, obsessively washing their hands, or even painting their bodies in an effort to help their team win.
“Many people cheer on professional athletes and take part in traditions because it’s a bonding experience that brings people together. Sport is rooted in community and often starts when we’re young,” said Fletcher Jones, CEO of Squad Locker. “The highs we feel after a win and the lows we feel after a loss show us how much sport means to people, and we believe this is largely due to the fact that many of us participated in team sports while growing up.”
39% of respondents said they become more sensitive than usual if their team or player loses a game, and more than one in ten (14%) said it makes them enjoy life less in general.
When looking at how playing sports while growing up influences sports fans, 71% of sports fans said they played sports when they were younger, and 28% played sports during their college years.
Additionally, nearly half (45%) of those who played sports as children dreamed of playing them professionally, and for a quarter of them, it’s still a dream.
And it turns out that turning on the TV and watching a game has a real impact on fans: 30% of respondents said they would choose a sport they used to play after watching a professional match, and a fifth (19%) said they would like to try a new sport.
The most popular sports fans play (either as an old hobby or a new skill) include basketball (41%), soccer (26%), baseball (22%) and tennis (16%).
“I think one of the most important findings from this survey is how passionate sports fans at all levels are about their teams. Their support not only enriches the lives of the players, but the fans as well,” said Casey Brown, a player for youth sports organization 575 Volleyball. “We love having family and friends who come out to support us, and even people who watch online and cheer us on from home. Every athlete needs a support system, and fans play a huge role. Their support builds confidence and sows the seeds of success.”
Research Methodology:
The random, double opt-in survey was commissioned by SquadLocker and conducted among 2,000 American sports fans between May 24th and May 29th, 2024. The survey was conducted by market research firm Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).
