New Intuit Credit Karma data shows that the cost of sports fandom today is reshaping consumer behavior, from budget-conscious cutbacks to the rationale behind once-in-a-lifetime splurges
Key Takeaways:
- Nearly half of sports fans (47%) say they would find a way to attend a championship event involving their team no matter the cost.
- More than a third of sports fans (35%) have spent more than they budgeted for on sports fandom over the past 12 months, highlighting the growing financial pressure of keeping up with teams, events, and experiences.
- Rising costs are changing how fans participate, with 74% of sports fans who spend on sports fandom saying higher prices have altered their fandom, leading many to buy less merchandise (31%) and attend fewer games (29%).
- Sports fandom continues to be a powerful social force, with 43% of fans saying a recent sports moment turned them into a fan of a new team or sport.
- Major sporting events can leave a lasting impact on host communities as 31% of those who live/lived in a city that hosted say these events provide a positive economic boost for local businesses and their communities.
It’s been an exciting stretch for sports in America with the Knicks just ending a 53-year title drought, the FIFA World Cup on home soil for the first time in over 30 years, and Formula 1 now holds more races in the United States than in any other single country. As excitement and anticipation around sports reaches new heights, so too does the amount many fans are spending to be part of the action.
New data from Intuit Credit Karma, conducted by The Harris Poll finds that more than a third of sports fans (35%) have spent more than they budgeted for on sports fandom over the past 12 months.
Sports fandom is a passion that inspires both financial restraint and sacrifice. As some fans cut back to keep costs under control, others continue to prioritize live events and memorable experiences, driven by the sense of connection sports create with family, friends and their broader community.
When fandom becomes a financial priority
For a meaningful share of fans, sports aren’t just entertainment, they’re a top spending priority. Nearly half of sports fans (47%) say that if their team were in a championship event, they’d find a way to be there no matter the cost.
Different sporting events inspire different levels of spending. Among U.S. fans, the NFL tops the list of leagues and events they would be most willing to splurge on (45%), followed by the NBA (30%) and MLB (24%).
How fans are adapting to higher costs
The price of being a sports fan at a time when everyday living costs are high is reshaping behaviors. Nearly three quarters of fans who spend money on sports fandom (74%) say rising costs have changed how they engage or participate, and the cutbacks touch nearly every part of the experience:
| Buying less merchandise | 31% |
| Attending fewer games | 29% |
| Going to fewer watch parties, bars or restaurants for games | 21% |
| Cutting back on streaming subscriptions | 20% |
| Only attending local games / not traveling for games | 19% |
| Can no longer afford to attend any events in person | 16% |
| Costs have caused strain in relationships or households | 12% |
| Dropped one or more sports entirely | 10% |
Fans are also considering financial tradeoffs. If they didn’t have enough cash on hand to attend a major sporting event, nearly a quarter of fans say they would be willing to cut back on other non-essential spending (24%) or pick up extra work or a side hustle (23%) to make it happen. Others would be willing to take more significant steps, including taking on credit card debt (21%) or dipping into emergency savings (21% of fans ages 18-34). If they had the choice, nearly 2 in 5 (39%) would rather spend money on attending a major sporting event over a traditional vacation, rising to 47% of male fans.
For many, that willingness to spend holds even when it may invite judgment. Nearly 3 in 10 fans (29%) say they worry people would judge them if they knew how much they’ve spent on tickets to a major sporting event.
What’s driving the splurge
When sports fans open their wallets for major sporting events, the motivation goes beyond the game itself.
Here is what drives sports fans to spend money on major sporting events, among those who do:
| Creating memories with friends and family | 38% |
| Loyalty to a team or player | 36% |
| The in-person atmosphere and energy | 32% |
| It being a once-in-a-lifetime / bucket list opportunity | 30% |
| Supporting a team through a historic run | 24% |
| To keep up with friends / a romantic partner | 23% |
| Social media content (i.e. being influenced by what I see on social media and/or the desire to post social media content) | 21%; 33% of 18-34 year olds |
| Their city or community is rallying around a team and they want to be part of the moment | 17% |
| FOMO (fear of missing out) | 11% |
The social side of sports fandom
What draws people into sports isn’t always the game itself: 43% of sports fans say a recent sports moment (a hometown playoff run, social media buzz or a friend’s enthusiasm) turned them into a fan of a sport or team they didn’t previously follow. For others, the draw is the crowd. Roughly one third (34%) admit they primarily attend major sporting events to socialize, not because they care about the sport.
The local impact of major sporting events
Major sporting events don’t just affect those who attend, they ripple through entire communities–something host cities across the country are experiencing firsthand this summer. Among people who live or have lived in or near a city that hosted a major sporting event, 78% say their everyday life was affected, primarily through increased traffic and commute times (38%) and overcrowding at local restaurants, bars and public spaces (33%). Others point to price hikes for things like dining and entertainment (26%) and transportation, such as ride-share and taxis (21%).
While major sporting events can create inconveniences for residents, such as noise or safety concerns (20%), they can also leave a positive mark on the communities that host them. Nearly one third (31%) say it’s been a positive economic boost for local businesses and their community and 18% experienced a stronger sense of community.
“As a historic summer of sports captures the attention of fans across the country, many Americans are trying to balance their passion for sports with rising costs,” said Courtney Alev, consumer financial advocate at Intuit Credit Karma. “We’re seeing a divide between fans who are scaling back and those who are willing to make financial sacrifices to be part of the action. Sports can create meaningful memories and connections, but it’s important to be realistic about what you can afford. If attending a major event is on your bucket list, creating a savings plan ahead of time can help you enjoy the experience without carrying the cost long after the game is over.”
Methodology
This survey was conducted online within the United States by The Harris Poll on behalf of Credit Karma from June 17-22, 2026 among 2,007 U.S. adults ages 18 and older, among whom 1,747 are Sports Fans. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.7 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact pr@creditkarma.com.