Global spending around sports consumption continues to rise, with 58% of consumers saying they are willing to increase their spending to watch or attend sporting events, according to Kantar’s latest “Connecting with Sport Fans 2026” report.
The study, conducted across eleven major global markets — Australia, Brazil, China, France, Germany, India, Japan, Saudi Arabia, Singapore, the United Kingdom, and the United States — surveyed more than 8,250 respondents and examined fan behaviour related to live attendance, sports streaming, ticket purchasing, and event-related spending.
Heavy Fans Are Driving Sports Monetisation
The report highlights that highly engaged sports fans are leading much of the sector’s commercial growth. Around 28% of these fans watch sports daily, while another 50% consume sports content several times per week.
Fan engagement levels remain exceptionally strong, with 91% of respondents stating they reorganise their schedules around live matches. This commitment directly supports subscription revenues, as 55% of intensive sports fans currently pay for one or more sports streaming or broadcast services.
Food, Hospitality and Retail Spending Continue to Grow
Consumer spending around sports events is also creating new opportunities for hospitality and retail businesses.
Among fans who watch games from home, 50% purchase snacks or non-alcoholic beverages, while 36% order food delivery during events. Meanwhile, 76% of consumers believe watching matches in bars or restaurants justifies the additional spending because of the social atmosphere and overall experience.
Live attendance also remains strong globally. Around 80% of consumers attend sporting events, while 64% purchase tickets directly themselves. Planning behaviour has become increasingly important, with 30% of ticket buyers purchasing seats between one and three months in advance, and another 21% buying more than three months before the event.
Mobile ticketing applications remain the most common purchasing channel, followed by stadium box offices and venue websites.
Venue Spending Continues to Increase
Spending inside sports venues is also expected to rise further.
According to the report, 48% of attendees plan to buy food or beverages during their next live event, while 70% of those purchases will take place directly inside the venue.
Among the most committed fans, spending levels are even higher. Approximately 52% purchase snacks, drinks, or food products at events, while 41% buy official team merchandise.
Sports Tourism Emerges as a Major Growth Driver
Sports tourism is becoming one of the fastest-growing segments within the global sports economy.
The report found that 42% of consumers plan to travel to attend a sporting event within the next year. Of those travellers, 76% stated that the sporting event itself is the primary purpose of the trip.
Highly engaged fans also appear increasingly willing to prioritise sports experiences financially. Around 66% said they would cut other personal expenses in order to attend a major sporting event.
Fans Criticise Advertising Volume but Still Welcome Sponsorships
Despite growing concerns about advertising saturation during live sports broadcasts, sponsorship remains highly effective for brands.
While 65% of consumers believe there is too much advertising during sporting events, 56% still view brand presence and sponsorship in sports positively.
The perception is even stronger among live event attendees, where approval rises to 74%, compared to 58% among fans watching from home.
The findings reinforce sport’s position as one of the most powerful environments for emotional connection, fan loyalty, and long-term brand engagement.