1、SPORTS experience survey2022 UNITED STATESLive sports have reached a hinge point.Major sports organizations have weathered nearly two years of reduced attendance and widescale adaptations to how they operate events.To better understand how to drive fan engagement,we surveyed over 1,500 people across

2、 the U.S.in November 2021 about their recent experiences at live sports events,as well as their expectations and preferences for future ones.Just 40%of the people we surveyed attended a sporting event since March 2020,and only 6 out of 10 respondents have a concrete plan to attend an event by the en

3、d of 2022.While we anticipate these dips in attendance are temporary,its more important than ever to understand what people value in a live sports experience,and how venues can adapt and deliver.Our respondents who recently attended a sports event spanned generations and levels of fandomfrom people

4、who had no interest in their local teams to season ticket holders.We found that passion and love for the game drives many,but the number one reason respondents recently attended a live sports event was to spend quality time with friends and family.Younger generations in particular viewed game days a

5、s an opportunity to feel part of something bigger than themselves,and more than 1 in 5 respondents were drawn by the opportunity to have an authentic,local experience.At their core,live sporting events are deeply social and community-oriented experiences that transcend specific teams and sports,even

6、 for the most avid fans.And no matter what the individual motivations for attending games are,the importance of a well-designed venue remains clear:71%of our total survey respondents felt that the stadium played an important role in shaping their game day experience.So how can venues impact fans and