NFL and NBA fixtures fuel American sports boom among British fans

A new study has revealed two thirds of UK sports fans are more interested in American sports than they were five years ago, with many eager to watch games live in the US

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Sport

Lucy Brimble

07:00, 19 May 2026

[Group of three friends sitting watching American football on TV ]

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UK sport fans are more interested in American sports than ever before(Image: Getty Images)

American sports are gaining serious traction with UK sports enthusiasts with more than half now eager to watch a match in person, across the pond.

A survey of 2,000 sports fans found two thirds are more captivated by American sports than they were five years ago. The research suggests this surge is driven by television coverage and the appeal of high-profile personalities. Yet for over a quarter of supporters, their fascination with US sports began following a trip to America.

Three quarters of sports enthusiasts are keen to experience a live match outside the UK, with respondents prepared to journey an average of six hours for an international fixture.

[Family of three relaxes on a sofa while watching an intense basketball game on TV in a modern, warmly-lit living room.]

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More than half a keen to watch a game in person(Image: Getty Images)

Chris Gratton, managing director at Ticketmaster Sport which commissioned the research as part of its State of Play Sports report, said: "American sports have grown from a niche interest into a true bucket-list experience for UK fans.

"Rather than watching from afar, many now aspire to attend events like the Super Bowl, NBA Finals, or the US Open. This shift reflects a broader exchange in global sport seen in the NFL's growing UK fanbase and major events like the FIFA World Cup heading to the US.

"The good news for fans is these events are often available to watch live in the UK as they become more and more popular."

Additionally, the research highlighted the significance of live entertainment for sports supporters, with 22% calling for more of this during sporting events. Over a quarter went so far as to say that elements such as live music make attending matches more thrilling, a figure that climbs to 45% amongst Gen Z fans.

Others believe that premium stadium seating would significantly boost their overall enjoyment, while in-seat food and drink ordering apps also ranked highly on the list.

Better stadium facilities and more interactive experiences were additionally highlighted as key factors, according to data from OnePoll.com.

Chris added: "What we're seeing is a shift in what fans expect from live sport.

"It's not just about attending a match - it's about being part of a bigger, more immersive live experience that blends sport with entertainment.

"We see this at the NFL games that now tour across Europe and are more popular than ever before."

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