Overview
- The Ticketmaster Sport State of Play survey, published Wednesday, found roughly two thirds of 2,000 UK fans more engaged with US leagues than five years ago.
- More than half of respondents want to attend a live game in the United States, with events like the Super Bowl, NBA Finals, and the US Open topping wish lists.
- Three quarters want to see a live game outside the UK and say they would travel about six hours for an international fixture.
- Fans cited increased TV access and the pull of star athletes as key reasons for their interest, and over a quarter said a trip to the US first sparked their enthusiasm.
- Expectations for matchdays are shifting toward entertainment features, with 22% wanting more live acts and 45% of Gen Z asking for this, plus interest in premium seating, in‑seat ordering, and better facilities.