Tracking Fan Deprivation: How Sports Provide Connection Points During Shutdown

Through our firm’s ongoing Back to Normal Barometer, we’re continuing to pulse consumer attitudes on sports, travel and leisure.  An emerging trend  shows fan sentiment moving toward an inflection point. Our third wave of research, conducted just last week, shows nearly half of sports fans indicating they would currently attend a live sporting event without hesitation.   This is up significantly from the 34% who felt the same back in early April.  Driving this phenomenon are growing levels of deprivation, revealed through a metric that measures sports fans’ desire for the return of the sports they follow most closely — and which different properties are continuing to provide meaningful opportunities for fans to engage and connect with them, even absent live coverage and related content. Our late April scores showed that due to the suspension/cancellation of sports throughout the country, soccer fans felt the most deprived, followed by fans of basketball and baseball.

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