American sports activities increase in UK as NFL and NBA video games high followers’ bucket lists
UK sports fans now want to watch American sports live in the US, with a new survey revealing two thirds have grown more interested in US events over the past five years.
NFL and NBA fixtures are gaining traction with UK fans (Image: Getty Images)
American sports are gaining traction with UK sports fans – with more than half now eager to watch a match in person, across the pond.
A survey of 2,000 sports fans found two thirds are more interested in American sports than they were five years ago. The study suggests this surge in interest stems from television coverage and the appeal of celebrity athletes.
Nevertheless, for over a quarter of supporters, their passion for US sports began following a trip to America.
Three quarters of sports fans want to watch a live game outside of the UK, with those polled willing to travel an average of six hours to watch an international fixture.
Chris Gratton, managing director at Ticketmaster Sport which commissioned the study as part of its State of Play Sports report, 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. This shift reflects a broader exchange in global sport seen in the NFL’s growing UK fanbase and major events like the FIFA World Cup heading to the US.
“The good news for fans is these events are often available to watch live in the UK as they become more and more popular.”
In addition, the research revealed the importance of live entertainment for sports fans, with 22% wanting to see more of this during sporting events. Over a quarter even went so far as to say they believe elements such as live music make live matches more exciting, with this figure rising to 45% among Gen Z.
Some reckon that premium stadium seating would boost their overall experience, while in-seat food and apps for ordering beverages also ranked highly.
Enhanced stadium facilities and more interactive experiences were also highlighted as key factors, according to the data from OnePoll.com.
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.”
