‘Fans want a live experience that blends sport with entertainment’
With its new global report, Ticketmaster has given insight into how sporting fans' expectations are shifting toward premium entertainment offering
News By Hanna Ellington | 20 May 2026
Global sports fans are increasingly looking to build out their live experiences with entertainment, according to a new Ticketmaster report.
Findings from the ticketing giants’ research, the State of Play Sports report, reveal that nearly 25% of 15,000 sports fans think that music integration would boost fan loyalty.
The report supports the increasing crossover between music and sporting events, as audiences look to enhance the standard matchup offering with value-adding, communal and cultural experiences.
Case in point, the FIFA World Cup will…
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