How to be a gamechanger in the stands

Images of tribalism and competition in sports are very familiar. So when GMR visited live sporting events across the U.S. to research why people attend, our hypothesis was that fans want 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 Experience, uncovers what younger fans are already seeking and pinpoints what sponsors and teams will need to provide to stay competitive. Our research also reveals the role that age plays in the sports experience, so you can design and deliver events with those parameters in mind—and create lasting, winning connections in the process.