A new report by Kantar provides insights into what motivates global consumers to attend sporting events.

Connecting with Sports Fans explores how people across 11 markets—including Australia, Brazil, China, France, Germany, India, Japan, Saudi Arabia, Singapore, United Kingdom and the United States—are watching sports, attending events, planning trips and responding to the brands present in that space.

The report reveals 80 per cent of global consumers are attending sports events in person at least occasionally, highlighting how widespread this behaviour has become.

These fans span a wide spectrum, from dedicated “fanatics” who build their routines around live games, to more casual attendees who attend major events or social occasions.

What unites them is a willingness to go beyond passive viewing. For example, 61 per cent of sports watchers also report attending events in-person, highlighting just how interconnected these behaviours have become.

Even in a world dominated by streaming and highlights, live events hold a unique appeal. The atmosphere, energy, and shared experience of being in a crowd are difficult to replicate elsewhere.

Professional venues (59 per cent) remain the most popular setting for live attendance globally, reinforcing the continued draw of high-profile leagues and events.

While digital channels continue to expand access to sports content, they have not replaced the desire for live experiences. Instead, they are working alongside them, creating more informed, more engaged and more motivated fans.

Sports attenders are turning sports from something to watch into something to experience and, in doing so, are redefining what it means to be a fan.

These audiences are:

  • More invested—they commit time and money to attend events in-person
  • More engaged—they interact with sports content beyond the game itself
  • More open to experiences—from food and merchandise to travel and hospitality.

The data shows that sports influence everyday moments both inside and outside of the stadium. Major tent pole events shape everything from how people spend time at home, plan nights out, travel and even where they put their money.

Key report highlights include:

  • 42 per cent will travel to attend a sports event in the next year. This jumps to 61 per cent for Gen Z
  • 76 per cent will travel solely to attend a sports events
  • 57 per cent of those who can easily meet their household budgets agree they're willing to splurge on travelling for sports events
  • 73 per cent of parents say travelling for a sports event feels like a “treat”.
  • Singaporeans are the most likely to travel internationally for a sports event

Across all markets FIFA World Cup has the strongest top of mind awareness of major sporting events. The Winter Olympic Games also has strong awareness.

Awareness varies across markets, reflecting local sporting relevance. Baseball stands out for Japan, cricket has stronger awareness for Indians, it's Formula 1 for Singaporeans, while for Australians it’s rugby and AFL.