American sports are gaining significant traction among UK sports enthusiasts, with more than half now expressing a desire to attend a match in person across the Atlantic, according to a new survey.
The research, commissioned by Ticketmaster Sport as part of its State of Play Sports report, polled 2,000 sports fans and found that two-thirds are more interested in American sports than they were five years ago. The growing fascination is attributed to television coverage and the allure of celebrity athletes, while over a quarter of supporters said their enthusiasm was sparked by a visit to the United States.
Three-quarters of sports fans wish to watch a live game outside the UK, with those surveyed prepared to travel an average of six hours to attend an international fixture. Chris Gratton, managing director at Ticketmaster Sport, 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.'
The research also highlighted the importance of live entertainment, with 22% of fans wanting more of it during sporting events. Over a quarter said elements such as live music make attending matches more thrilling, rising to 45% among Gen Z. Improved stadium facilities, in-seat food, and apps for ordering drinks were also flagged as crucial factors.
Gratton 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.'
