LAST UPDATE: JUNE 16, 2021

Tracking the Return to Normal: Sports

Morning Consult is tracking Americans' comfort attending sporting events in light of the COVID-19 pandemic
By: Alex Silverman

 

This tracker is part of a series from Morning Consult gauging when consumers will return to normal activities in the wake of the COVID-19 pandemic. Learn more and sign up for alerts.

After going to incredible lengths to return to play, sports properties and teams continue to face major challenges as the pandemic drags on. Chief among them is the limited ability to host fans in stadiums and arenas. Gate revenue alone has accounted for more than a quarter of the overall pie in recent non-pandemic years, excluding related items like concessions, parking and on-site sponsorship. Sports properties will need to provide fans with peace of mind about coming together in stadiums and arenas as soon as they are able to re-open their doors.

Morning Consult is tracking pent-up demand and excitement for many of the activities listed on this page. Bookmark this page for weekly updates of these figures, and read our deep dive on which industries will see a post-pandemic boom in consumer demand.

KEY TAKEAWAYS

Half of Sports Fans Are Comfortable With Attending a Game: As attendance restrictions are eased across the country, 43 percent of Americans say they’d feel comfortable attending a sporting event given the state of the coronavirus pandemic, up 1 percentage point from last week. In addition, half of sports fans said they’d be comfortable going to a game.

49% of Millennials Would Feel Comfortable at a Sporting Event: In the latest survey, 49 percent of millennials said they’d be comfortable attending a sporting event, down 2 points from the prior week. Comfort among Gen Xers increased by 1 point over the past week to 45 percent, while 38 percent of baby boomers said they would feel safe going to a game.

43% of Fans Are Ready for Full-Capacity Events: Venues across the country are inching closer to welcoming full-capacity crowds, particularly in the NHL and NBA, where games are becoming more meaningful as the playoffs roll on. In the latest poll, 43 percent of sports fans said they would feel comfortable at a full-capacity sporting event, up 1 point week-over-week, while 48 percent of fans said they would feel OK going to an indoor event. At least 3 in 5 fans said they would be comfortable at either an outdoor (63 percent) or limited-capacity (60 percent) venue.

56% of Sports Fans Are Excited to Attend Games: While half of sports fans aren’t yet comfortable with the idea of attending a live sporting event, 56 percent indicated they are excited about the opportunity to do so when the pandemic subsides, including 32 percent who said they are “very” excited.

43% of U.S. Adults Are Comfortable Attending a Game Right Now
The share of respondents who said they feel comfortable going to a sporting event today
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

About Half of Millennials Are Ready to Attend a Sporting Event
The share of respondents who said they feel comfortable going to a sporting event right now
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

Roughly Half of Sports Fans Feel Safe Going to Indoor Events Amid NHL, NBA Playoffs
The share of sports fans who said they feel comfortable going to a sporting event right now
Weekly surveys are conducted among roughly 2,200 U.S. adults and have a margin of error of +/-2%.

56% of Fans Are Excited to Return to Sporting Events
The share of respondents who said they are excited about the opportunity to go to a sporting event when the pandemic is under control and the economy has fully reopened
Poll conducted June 10-14, 2021, among 2,200 U.S. adults with a margin of error of +/-2%.

tracking the return to normal

When will things return to normal and what will our new normal look like? It’s a question that business, economic and government leaders are grappling with as more and more Americans receive the COVID-19 vaccine.

To help answer this complicated question, Morning Consult is tracking how consumer attitudes are shifting across a wide range of categories, from travel to entertainment to dining, to gain greater insight into not only when consumers will be ready to return to their normal activities, but how their habits will be forever changed. We’ll be updating these pages every week with new data and analyses. Sign up for alerts below.

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