Some 45% of Gen Z believe live music improves sports events, while a third want more performances at fixtures, according to a Ticketmaster survey.

The Ticketmaster State of Play Sports 2026 research, involving 15,000 sports fans, found that UK sports fans are increasingly looking for live sport to deliver more than just the competitive action.

The findings come on the back of the increasing investment in providing live entertainment at major sports events such as LIV Golf, Formula One, the FA Cup and Six Nations tournaments. A trend that has led to the coining of the phrase sportainment to describe the blending of sport and entertainment.

Among the key findings of the research were:

  • 54% of sports fans also attend live music events
  • 26% believe live music can attract new audiences to sport
  • 24% would travel abroad for a match if it featured an artist they like
  • 29% of young adults say the Super Bowl half-time show is the highlight of the event.

Ticketmaster Sport managing director Chris Gratton said the research points to growing demand for more immersive, entertainment-led experiences, particularly among younger audiences: “Sport has become one of the most powerful forms of live entertainment, and fans increasingly want the full event experience. From music performances to stadium production and cultural moments that live beyond the game itself, audiences are engaging with sport in a much broader way. What we’re seeing, especially among younger fans, is a desire for live events that feel bigger, more shareable and emotionally memorable.”

The research also illustrated strong demand for oversees sports events, with 76% of respondents stating that they would like to attend a sporting event outside the UK. On average, the survey respondents are willing to travel for six hours internationally, and 146 miles domestically, to attend live fixtures.

US sports events appear to be particularly desirable, with 59% of American sports fans in the UK more interested in US sports than they were five years ago, rising to 81% among Gen Z.

LinkedIn