Read our full analysis for a more in-depth look at these trends.
Sports: More than just a game
As more revenue streams come to fruition and as demographic engagement changes, the sports industry is adapting and growing.
February 2025
Key takeaways
- Household spending on spectator sports hit an all-time high last year. And according to data from a 2024 Bank of America Market Landscape Insights study, consumers spend an average of $1,122 on sports annually, encompassing everything from athletic equipment to attending games.
- Fan engagement at live events helps support spending in local economies. We found last year's Super Bowl LVIII in Las Vegas led to significant boosts in average retail spending from visitors, up 8% compared to the rest of the month. And fans, especially younger ones, are increasingly turning to streaming, with the number of households making streaming payments up 3.5% year-over-year (YoY) in 2024, an increase from 2.7% YoY in 2023.
- Going forward, a series of high-profile sporting events, including Super Bowl LIX and the 2026 FIFA World Cup, are likely further drivers to demand. Plus, growing interest in women's sports coupled with women's continued discretionary spending growth could also position women as key players of the sports sector in upcoming seasons.
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