The Sports Tournament Fan Economy

Baseball fans demonstrate strong identity and loyalty toward their teams. Beyond purchasing tickets to attend games, they are also willing to spend on team merchandise, special events, and enhanced game-day experiences, reflecting robust consumer demand and a strong commitment to supporting their teams.

BOSTON, MA (MERXWIRE) – BOSTON, U.S. – As inflation continues to affect economies worldwide, many consumers have become more cautious with their spending, gradually cutting back on travel, discretionary entertainment, and luxury purchases. Yet amid this more restrained consumer environment, one group continues to spend enthusiastically on what they love most: sports fans.

Recent surveys suggest that being a fan today involves far more than simply purchasing a ticket to attend a game. From admission tickets and stadium concessions to team merchandise, streaming subscriptions, and travel expenses for away games, the cost of supporting a favourite team continues to rise, becoming a significant component of household entertainment spending for many consumers.

According to Ally Bank’s latest report, The Cost of Fandom, American sports fans spend an average of approximately $1,600 annually supporting their favourite teams and sporting activities. The biggest spenders are not members of Generation Z, but Millennials in their 30s and 40s, who spend an average of $2,050 per year, making them one of the most influential consumer groups in today’s sports economy. The survey also found that 57% of fans admitted to exceeding their planned budgets when supporting their teams, highlighting the increasingly emotional nature of sports-related spending.

So where does all that money go? The survey found that tickets remain the largest expense category, with 60% of respondents saying they are most likely to overspend when purchasing game tickets. Stadium food and beverages ranked second at 54%, followed by team jerseys and merchandise at 47%, while 36% reported spending significantly on transportation and accommodations when travelling to follow their teams. In other words, the true cost of attending a game often extends well beyond the face value of a ticket.

As professional sports increasingly evolve into entertainment-driven experiences, fan spending habits are also changing. Research from S&P Global indicates that approximately 76% of Major League Baseball (MLB) fans participate in activities beyond simply watching games. The most common activities include purchasing team merchandise, watching highlights, listening to sports podcasts, and attending games in person. The study found that highly engaged fans are substantially more likely to purchase products and participate in team-related activities. These dedicated supporters often serve simultaneously as consumers, collectors, and active members of fan communities.

Beyond ticket sales, stadium food and beverage operations have become an increasingly important revenue source for sports organisations. According to a 2025 stadium consumer study, more than half of fans reported waiting over 15 minutes in line when purchasing food or drinks during games. Additionally, 79% acknowledged missing key moments of a game while waiting to buy concessions.

For today’s sports fans, supporting a team is no longer simply about attending games. It has become an expression of identity—one that involves ongoing investments of time, emotion, and money. As the fan economy emerges as one of the most important drivers of revenue growth in the sports industry, organisations that can deliver superior fan experiences may be best positioned to capture the next wave of sports-related consumer spending.