GREENSBORO, N.C. — Rising costs are changing how people follow sports. According to a new report, nearly 60% of U.S. sports fans now view fandom as a luxury.
“It’s important to have leisure time, and this is our fun,” said Diane Chase, a Greensboro Gargoyles fan.
When professional hockey returned to Greensboro last year, Chase knew it was something she wanted to support. She and her fiancé are season-ticket holders for the Greensboro Gargoyles. Chase said it’s hard to beat seeing games in-person.
“You get a completely different view of everything here, and being next to people who are just as enthused as you are to be here is important too,” said Chase.
But being a sports fan in 2026 comes with its own challenges.
According to a report from TheLines.com, almost 80% of fans believe sports became more costly this past year due to increased cable and streaming charges.
The survey shows that fans skipped over two games on average in the last year because of rising ticket prices. And as the holidays are approaching fast, 60% indicated they intend to reduce spending on sports-related items.
It’s something that’s grabbing the attention of sports executives.
“I think it’s always important to listen to what the fans are telling us,” said Jonathan Forsberg of Zawyer Sports and Entertainment.
Forsberg oversees operations of the Gargoyles. He said the team has adjusted prices. They’re also talking about things like more theme nights, to give fans more for their money.
“When they’re making that decision on whether or not to attend one of our home games, there’s a lot that goes into it, that they can justify it and say that now this makes sense,” said Forsberg.
Chase said there are ways to make games affordable, but fans will still spend money on what they love.
“We always find something that we don’t have yet that we just have to have,” said Chase. “Obviously you always want to get drinks and snacks and that sort of thing and that’s another cost that we do build into our budget.”
Forsberg mentioned that the report is troubling, yet his team views each fan interaction as an opportunity to improve.
“Whether it be six months from now or a couple of years down the road, they’re not gonna remember the final score or who we played, but they will remember these family memories that they’re making at home games and that’s what we want to focus on,” said Forsberg.
Forsberg mentioned that fans get a survey after each home stand to share their thoughts.
Back in July, Gov. Josh Stein signed part of the Real Tickets, Real Fan Act into law, inside the state budget. It limits ticket-buying bots and sets rules for upfront pricing and reselling. The law went into effect on October 1.
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Source: spectrumlocalnews.com
