A new study has revealed that two-thirds of UK sports fans are more interested in American sports than they were five years ago, with many eager to watch games live in the United States.
Growing Interest in American Sports
A survey of 2,000 sports fans found that two-thirds are more captivated by American sports than they were five years ago. The research suggests this surge is driven by television coverage and the appeal of high-profile personalities. For over a quarter of supporters, their fascination with US sports began following a trip to America.
Three-quarters of sports enthusiasts are keen to experience a live match outside the UK, with respondents prepared to travel an average of six hours for an international fixture.
Expert Insights
Chris Gratton, managing director at Ticketmaster Sport, which commissioned the research as part of its State of Play Sports report, said: "American sports have grown from a niche interest into a true bucket-list experience for UK fans. Rather than watching from afar, many now aspire to attend events like the Super Bowl, NBA Finals, or the US Open. This shift reflects a broader exchange in global sport, seen in the NFL's growing UK fanbase and major events like the FIFA World Cup heading to the US. The good news for fans is these events are often available to watch live in the UK as they become more and more popular."
Enhanced Live Experience
The research also highlighted the significance of live entertainment for sports supporters, with 22% calling for more of this during sporting events. Over a quarter went so far as to say that elements such as live music make attending matches more thrilling, a figure that climbs to 45% among Gen Z fans. Others believe that premium stadium seating would significantly boost their overall enjoyment, while in-seat food and drink ordering apps also ranked highly on the list.
Better stadium facilities and more interactive experiences were additionally highlighted as key factors, according to data from OnePoll.com.
Chris added: "What we're seeing is a shift in what fans expect from live sport. It's not just about attending a match—it's about being part of a bigger, more immersive live experience that blends sport with entertainment. We see this at the NFL games that now tour across Europe and are more popular than ever before."
