Future-Proofing the Sports Fan Experience

Understanding why fans attend live sports—and how younger fans are changing the game

Images of tribalism and competition in sports are strong—and very familiar. 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 and team loyalty.

But after speaking to 2,000 research participants, our hypothesis was turned upside down. Using the framework we defined in our Experiential EQ research, we were able to identify the real reasons that fans are drawn to live sports. 

Our report, Future-Proofing the Sports Fan Experienceprovides 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






Download the report


MillerCoors Branded Environments

Stunning fan destinations at stadiums across the US

NFL Mexico City Game Décor

Appealing to a diverse audience through design

Stryker + PGA TOUR

Capturing an active audience on the course

Music + Memories

Don't get sucked into the music marketing black hole.

Level Up: Esports + Experiential

The fan insight that brands are missing

Nissan Community Tour

Committed to community, equality + diversity

Omnicom Experiential Group

A curated collection of the best brand experience talent on earth

Land O'Lakes Farm Bowl

Farming and football go head to head at Super Bowl LII

Paralympic Potential

Brands can lead the charge to increase awareness + engagement

The UpSkill Project

Teaching homeowners to become confident, unstoppable DIY project doers