UK sports fans increasingly drawn to American sports, with over half eager to attend live | UK | News

American sports are becoming increasingly popular with UK sports fans – with more than half now keen to watch a game across the pond in person.

A poll of 2,000 sports fans revealed two thirds are more interested in American sports than they were five years ago. According to the research, this is down to TV exposure and the draw of star personalities. However, for more than a quarter of fans, their interest in US sports started after visiting the country.

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, and 146 miles domestically.

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.”

In addition, the research revealed the importance of live entertainment for sports fans, with 22% wanting to see more of this during sports fixtures.

More than a quarter even went as far as to say they think factors such as live music make live games more exciting, this number rises to 45% among Gen Z.

Others feel premium stadium seating would enhance their overall experience, while in-seat food and apps for ordering drinks also came high on the list.

Improved stadium facilities and more interactive experiences were also cited as important factors, according to the OnePoll.com data.

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.