REPORT: Future-Proofing the Sports Fan Experience
Painted faces. Primal screams. Houses divided. Images of tribalism and competition in sports are strong. So, when GMR visited live events across the U.S. to research why people attend, our hypothesis was that fans attend sporting events to revel in the camaraderie, the shared passions, the us vs. them. That team loyalty and tribalism rule all.
But it’s not that simple.
After speaking to 2,000 research participants, our hypothesis was turned upside down. The primary drivers of attendance at sporting events are far more complex than they seem on the surface. And the factors that motivate younger fans? A far cry from what drove their parents and grandparents to the game.
Our report, Future-Proofing the Sports Fan Experience, provides data regarding what today's younger fans are already seeking and what sponsors and teams will need to provide more of to stay competitive.
Our research also reveals characteristics of today’s sports fans and the role age plays in the sports experience, helping you design and deliver events with their needs in mind. Events that will create a lasting connection.
This report will show you:
- The underlying needs that drive fans to live sports experiences
- Sports fans' preferences and methods for appealing to them
- How to design sports experiences based on attendee needs
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