11/08/2026
⚽ The biggest threats to a great fan experience often happen before the game even begins.
When people think about live sports, they usually focus on the action on the field.
But our latest research suggests that many of the moments shaping fan satisfaction occur long before kickoff.
Based on insights from 1,320 sports fans across 101 countries, we identified the biggest sources of frustration during live sporting events.
Here are the top findings:
🚶 28.9% cite long entry and security lines as their biggest frustration.
🍔 26.8% point to high food and beverage prices.
🚗 19.6% struggle with parking and transportation.
💺 13.1% say uncomfortable seating negatively impacts their experience.
The takeaway is clear: operational excellence is just as important as what happens on the field.
For sports organizations, venues, and event operators, reducing friction before and during the event is one of the most effective ways to improve satisfaction, strengthen loyalty, and encourage repeat attendance.
Which operational improvement do you believe would have the greatest impact on the overall fan experience?