Fans Are Evaluating the Entire Game Day Journey

Jan 18, 2026

By the Numbers

IBM Sports & Entertainment research shows fans increasingly assess the full live sports experience, including arrival, access, technology, concessions, and in-venue services. Gameplay remains important, but it is no longer evaluated in isolation.

Signals to Watch

Expectations now span the entire timeline of a live event, from pre-arrival planning through post-game exit and follow-up engagement.

How This Could Play Out

Teams and venues that intentionally design for the full fan journey may see stronger retention, repeat attendance, and more consistent satisfaction across fan segments.

Source

Sources
IBM Sports & Entertainment Consumer Research Report

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