A new survey reveals that American sports are gaining significant popularity among UK fans, with over half now eager to watch a match in person in the United States. The research, commissioned by Ticketmaster Sport, found that two-thirds of 2,000 surveyed sports fans are more captivated by American sports than they were five years ago.
The surge is driven by television coverage and high-profile personalities, according to the study. For over a quarter of supporters, their fascination began after a trip to America. Three-quarters of enthusiasts are keen to experience a live match outside the UK, willing to travel an average of six hours for 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.' He noted that this shift reflects a broader exchange in global sport, citing the NFL's growing UK fanbase and major events like the FIFA World Cup heading to the US.
The research also highlighted the importance of live entertainment during sporting events, with 22% calling for more of this. Over a quarter said elements like live music make attending matches more thrilling, rising to 45% among Gen Z fans. Premium stadium seating and in-seat food and drink ordering apps were also ranked highly.
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.'
