The price of fandom: Aussie sport fans spending over $19 billion a year

• Aussie sport fans who watch their favourite teams play live in-person say they spend $408 on average per person (including game tickets, travel including flights, accommodation, food, and drink) each time they go
• Fans that subscribe to sports-related streaming platforms are spending an average of $44 a month on these services, totalling $534 per year
• 76% of Aussie sport fans would be willing to spend up to $200 on a brand-new jersey for their favourite player or team

New research from ING has revealed the yearly cost of being a sport fan in Australia is over $19 billion nationwide[i], as Aussies spend big on things like seeing their favourite teams or sports live in-person, and sports-related streaming services.

Aussie sport fans are attending an average of four live matches per season, with 34% of those who typically attend live matches for their favourite sport or team planning to go more this year than last. Over half (52%) of these sport fans are willing to travel three hours or more to watch their favourite team, spending an average of $408 per person on tickets, food, drink, accommodation, and travel, totalling $3 billion nationwide per game. Even those who would travel just one hour to watch their favourite sport or team play live say they’d spend about $138 per person.

Seeing games live isn’t the only way Aussies spend big on sport though, as:

• 1.8 million admitted they typically spend more than $50 a month on sports-related streaming services;
• 76% would be comfortable spending up to $200 on a brand-new jersey for their favourite player or team;
• And when watching their favourite sport or team play at a venue such as an RSL, pub or leagues club, 61% of fans are spending up to $100 on food and/or drink each time per person.

Aussies sacrificing more than just money for their favourite teams

In addition to the financial price of being a fan, the research has shown Aussies are also willing to sacrifice more than just their hard-earned cash.

To watch their favourite team in the finals, a quarter of fans (25%) confessed they’d skip a close friend or family member’s birthday celebration, while 17% would miss an anniversary dinner or event. Even more shocking, 12% would forgo attending a wedding or funeral, and 8% – equivalent to approximately 791,000 Aussies – would even miss the birth of their child or grandchild to watch the big game.

Approximately 1.3 million Aussies have called in sick to work (or “chucked a sickie”) to watch a major sporting match e.g. the Superbowl, while the equivalent of almost 1 million have done so the day after watching their team win the grand final. An astonishing 3.8 million Aussies have admitted to planning a holiday or weekend away just to coincide with watching their favourite sport or team play, live in-person.

Matt Bowen, Head of Consumer and Market Insights at ING Australia comments:

“Sport clearly isn’t just a pastime for Aussies; it’s a major part of our lives, and our latest research shows just how much we’re willing to spend to support our favourite teams. From planning holidays around games to chucking sickies after a big win, the financial commitment is huge – we’re looking at over $19 billion a year just on attending live games and streaming services!

“It’s amazing how far fans will go but the financial trade-off might be worth it. The research also showed half of all Aussie sport fans say that it’s helped them create lasting memories with friends and family, and a third say it’s helped them make new friends. It’s incredible how our love for sports impacts our wallets and lives.”

Matt’s cost-cutting tips to cheer on your favourite team whilst on a budget:

1. Buy secondhand merch. If you’re a merchandise collector, why not check out online marketplaces and secondhand stores? You might be able to find some great bargains.
2. Travel smart. Consider carpooling with friends or using public transport if you’re heading to a game or venue, to help save on cabs and ride shares.
3. Watch with friends. Host game-watching parties at home instead of going to a venue. Sharing the experience with friends can be just as fun and much more cost-effective, especially if everyone brings a plate.
4. Become a member at your local club. Some clubs may offer exclusive discounts on tickets, merchandise, and events. Make sure you do the maths though, to ensure the membership fees are worth the savings you get.
5. Pack your own snacks. Instead of buying an expensive meat pie and beer at the stadium, pack your own snacks and beverages. Some venues allow you to bring in food, but make sure to check the rules on the venue websites beforehand.

---