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High-income sports fans are changing the game. They crave access, status and personalization — and they’re willing to pay for it. But their expectations are evolving fast, shaped by shifting habits, short attention spans and a premium on experience over tradition. So, what happens when affluence — not just age — becomes the defining force in fan engagement?
To find out, PwC surveyed 1,000 high-income sports fans across the US — individuals earning over $200,000 annually or households earning more than $300,000 — to understand how wealth is reshaping sports consumption, behavior and brand expectations.
In today’s competitive environment — where every ticket, moment of attention and dollar spent matters — sports properties are increasingly looking to deepen their relationships with fans by enhancing their experiences both inside and outside the venue. High-income fans are fueling new revenue streams by turning sports into premium experiences — buying merchandise, subscribing to exclusive streaming platforms and hosting clients at luxury suites. They’re reshaping what fandom looks like and how it drives value across channels, from digital to in-venue.
The results are clear: Premium fans expect more, spend more and present a significant opportunity for franchises that can deliver differentiated, tailored experiences.
The live event as a premium product
Live sporting events are at the core of fans’ passion and leagues’ economics — and affluent fans are showing up. Interestingly, age and gender play a role in how often affluent fans show up. For example, 57% of high-income men 35-44 and 56% of women 18-24 attend live sports events on at least a monthly basis, compared to 34% for the entirety of the affluent sports fan population. These same fans also demonstrate a strong willingness to invest in premium experiences: 60% say they would spend over $250 for a special event (e.g., a playoff game), while 20% are willing to spend more than $1,000.
Separately, for sporting events that include premium hospitality (think special tailgate zones, VIP seating, networking, catering and other perks) 42% are willing to spend over $250, and nearly 25% would spend more than $500 for hospitality that includes player meet-and-greets or autograph opportunities. Teams could increase average ticket prices for regular-season games by introducing some opportunities to pay for player meet-and-greets or other elevated experiences.
Hospitality satisfaction rates
Premium fans expect more than a seat — they’re seeking a curated experience. Private seating, skyboxes and VIP lounges consistently stand out, with elevated food and beverage options close behind. Across sports, the intent to purchase premium hospitality in the next 12 months is highest for the NFL, MLB, NBA and college football. And interest is also building in niche but experience-rich categories such as international soccer, motorsports and golf. These sports may benefit from their natural alignment with exclusivity, ambience and prestige that resonate with high-income fans.
Hospitality purchase intent by sport over the next 12 months
But experiences alone aren’t enough: Poor sightlines are a top deal-breaker, outweighing even weak gameplay or low energy in the crowd. A clear view of the action remains essential to delivering an outing that feels worth the premium — with 65% saying it was the most detrimental factor that could spoil their experience. Even the best hospitality can’t offset a bad seat. That’s the opportunity: rethinking access. Properties could rotate fans through field-side or courtside spots, offering brief, high-impact moments of exclusivity without limiting value to a single seat.
The B2B imperative — where luxury meets loyalty
One of the most powerful, and often overlooked, use cases for hospitality is B2B relationship building. B2B companies can be a source of new sponsorship revenue which can help fund the renovation of VIP hospitality areas in venues.
When asked how important hospitality preferences are when attending with clients or business partners, 46% say it is very important and 35% say it is somewhat important. Again, age plays a major role. Nearly all (90%) in the 25-44 age bracket say hospitality preferences are important when attending events with clients or business partners. In contrast, 70% of those 55 and older think hospitality is important when attending with clients or business partners. This highlights a strong consensus that sports hospitality plays a critical role in the business context, especially among younger fans — echoing the results of our previous study.
This importance is further underscored by how premium spaces are sold. Suites are overwhelmingly purchased by corporations rather than individuals, indicating that businesses view these environments as vehicles for client engagement, retention and brand alignment. Nearly a third (31%) of males 25-34 say that networking and client entertainment is a key factor that influences their decision to attend a live sporting event — 23% of males 35-44 also agree. This creates an opportunity to rethink these environments not just as private viewing spaces, but as tools for deal-making, client entertainment and executive networking. Teams and leagues have a chance to design B2B-specific experiences such as pregame executive briefings, networking lounges and co-branded hospitality decks sponsored by B2B firms.
Deals include business-focused amenities like access to a private meeting room during exclusive hours (e.g., pregame) to host a meeting.
The tech-driven touchpoints fans notice
Technology enhancements can upgrade the fan experience in seamless ways from traditional venue operations to delivering new content. Affluent fans want lines optimized and payments frictionless. About half (53%) of high-income fans think technology can improve the way they order food and beverages through enhanced in-seat ordering apps or by optimizing wait times at concessionaires. Additionally, 44% think technology can make payment transactions more frictionless (e.g., cashless, tap to pay); and 39% think technology can improve restroom usage and crowd management.
Premium parking and transportation are also emerging as high-impact levers to elevate the fan experience and drive operational efficiency. In fact, 29% say they lacked access to amenities like valet or premium parking in the past year — but expect them going forward. Meanwhile, 45% believe smart parking could speed up their arrival. By embedding connected solutions like digital twins, leaders can help reshape how fans enter the venue — reducing bottlenecks, enhancing safety and surfacing new monetization opportunities at the edge of the fan journey.
Getting a better view of the action could also be tech-enhanced. While there are already personalized seatback screens trying to bring the game closer, they’re falling short of expectations. More high-income fans cited dissatisfaction with them than any other hospitality feature surveyed. While these fans are willing to pay for elevated, tech-driven experiences, 17% expressed discontent with seatback screens that miss the mark on value or engagement. In contrast, 56% said that highlights and replays on big screens enhance their enjoyment, signaling a clear opportunity: These fans want technology that feels immersive and adds real-time value. This opens the door for innovation — think augmented reality (AR) overlays, live fantasy integrations, interactive player stats or even real-time betting lines that elevate fans’ in-venue experience.
Merchandise as a lifestyle signal
Merchandise is more than just revenue — it’s an identity. More than half of high-income fans purchase sports merchandise at least a few times per year, and 19% do so monthly or more often. When they shop, hats and jerseys dominate the haul, but a substantial 41% round out their collections with other apparel.
This is less about clothing and more about loyalty. Half of these fans point to their devotion as the key reason they click “add to cart,” with price and the emotional bond to a club or player close behind. These numbers underscore how merchandise becomes a tangible way for fans to display and reinforce their allegiance.
Purchase patterns, preferred merchandise and key motivations
| Purchase frequency | % of high-income fans |
|---|---|
| At least a few times per year | > 50% |
| Monthly or more often | 19% |
| Types of merchandise | % of high-income fans |
|---|---|
| Hats | 63% |
| Jerseys | 58% |
| Other apparel | 41% |
| Top purchase drivers | % of high-income fans |
|---|---|
| Team loyalty | 50% |
| Affordability | 31% |
| Emotional connection (team/player) | 29% |
Purchasing behaviors also reflect a desire for authenticity. When asked where they prefer to buy merchandise, 37% said online retailers, followed by official team stores (34%), and sporting goods stores (30%). Interestingly, in-venue shops (28%) were preferred over third-party online sports retailers (26%), underscoring the value of team-branded and -controlled retail channels.
Exclusivity is a key motivator. Nearly a quarter (21%) of affluent fans 25-34 identified it as the most important factor in their decision to buy merchandise. This aligns with broader trends toward limited-edition drops and fashion-forward collaborations, particularly as sports brands evolve into lifestyle brands.
Loyalty programs present another opportunity to engage with high-income fans during and after a purchase. They want more than discounts: 54% want free tickets, 39% want future discounts, and 28% want early ticket access. These stats further cement the relationship between the team and affluent fans. The loyalty between the two is the driving force. Fans want their loyalty to be recognized by the team, and they put a premium on discounted access to events in return.
Every screen is a stadium
Nearly two-thirds (61%) of affluent sports fans watch at least three hours of sports on television each week, with nearly one-third (31%) tuning in for five hours or more. The NFL and college football dominate viewing habits, with 87% and 61%, respectively, ranking them among their top five most-watched sports.
Game viewership drops sharply among younger men. While 90% of men 55 and up watch at least half the game, only 63% of men 18-24 do — and just 48% watch more than 75% of the game. This data supports the theory that younger generations have shorter attention spans. To sustain growth, properties should reimagine engagement for shorter attention spans.
Additionally, high-income fan behavior during games varies by age and gender. Seventy percent of fans aged 25-34 check social media while watching — 54% regardless of age and gender. Women are more likely than men to multitask with food prep (57% vs. 39%) or chores (41% vs. 26%).
From audience to advocate
High-income fans are telling us exactly what they want. They want elevated, exclusive experiences — but not at the cost of a clear view or quality gameplay. They want tech to work effortlessly and enrich the experience — not just exist for its own sake. And they want hospitality that makes them feel like insiders, not just upgraded customers.
Properties that deliver will unlock more than revenue — they’ll build emotional equity, strengthen partnerships and stand out in a crowded market.
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