Half of sports fans now want to watch a game across the pond in person

A poll of 2,000 sports enthusiasts revealed 59 per cent are more interested in American sports than they were five years ago, thanks to TV exposure (37 per cent) and the draw of star personalities (25 per cent). For more than a quarter (27 per cent), that interest was sparked after visiting the US.

The Super Bowl (50 per cent), NBA Finals (36 per cent), and US Open (26 per cent) are among the American sports that fans would most like to attend. It also emerged 56 per cent have put watching a game in the US on their bucket list.

Chris Gratton, managing director at Ticketmaster Sport which commissioned the research 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.”

The study also found it’s not just US sports people are willing to travel for, with 76 per cent wanting to watch a live game outside of the UK. Those polled were willing to travel an average of six hours to watch an international fixture and 146 miles domestically.

The research revealed the importance of live entertainment for sports fans, with 22 per cent wanting to see more of this during sports fixtures.

More than a quarter (28 per cent) even went as far as to say they think factors such as live music make live games more exciting, and this rises to almost half (45 per cent) among Gen Z.

Additionally, Ticketmaster’s own data reveals that 54 per cent of sports fans also attend music events, underscoring a significant overlap between these audiences.

Others feel premium stadium seating would enhance their overall experience (30 per cent), while in-seat food and apps for ordering drinks also came high on the list (22 per cent). Improved stadium facilities (32 per cent) and more interactive experiences (17 per cent) were also cited as important factors, according to the OnePoll.com data.

t also emerged the average sports fan thinks people need to watch four live fixtures per year to be considered a ‘loyal’ supporter.

Ticketmaster's Chris 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."