LAST UPDATE: OCT. 20, 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

About 2 in 5 U.S. Adults Are Comfortable Attending Events: Coronavirus cases and deaths have declined over the past month and, as a result, the share of U.S. adults comfortable attending a sporting event has rebounded after a summertime decline coinciding with the delta variant outbreak. This past week, comfort increased 2 percentage points to 43%, while the share of respondents uncomfortable attending events declined by 2 points to 48%. The population’s “net comfort” — the share comfortable attending a sporting event minus the share uncomfortable doing so — improved from minus 9 to minus 5.

More Than Half of Millennials Are Comfortable Going to a Sporting Event: The share of millennials comfortable attending a sporting event jumped 3 points over the past week to 53%, while the share uncomfortable doing so dropped 1 point to 39%. Millennials’ net comfort of plus 14 is the highest mark among that cohort since late July. Meanwhile, comfort among Gen Xers and baby boomers each fell 1 point in the past week to 42% and 33%, respectively..

Nearly Half of Sports Fans Would Be Comfortable at An Indoor Event: The share of sports fans comfortable attending an outdoor sporting event increased by 1 point to 61%, while the share of fans comfortable attending an indoor event increased 5 points to 47%.

Share of U.S. Adults, Sports Fans 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%.

Comfort Attending Sporting Events by Generation
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%.

Share of Sports Fans Who Feel Safe Going to Events By Setting, Capacity
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%.

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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