While professional and collegiate sports leagues and teams are eager for a return to play, results from a recent Kantar Sports Monitor poll show that nearly four out of five sports fans are willing to be patient if it means a safer environment for all. The survey of 3,000 respondents over age 12, taken between June 8-12, revealed that 56% of self-described sports fans agree with the statement, “I’m willing to wait longer for sports to return if doing so means athletes and team employees are assuming less risk to their health.” Another 23% are willing to go further, agreeing with the statement: “I don’t believe sports should return unless athletes and team employees are assured that their health won’t be endangered.” Ryan McConnell, Senior VP and Head of Kantar Sports Monitor, said, “Most fans are understandably eager to see their favorite teams and athletes resume play after more than three months of inaction. But our latest research found fans remain far more concerned about safety and hygiene considerations than non-fans -- and, as a result, they tend to be quite wary of attending events, whether crowd-controlled or not. Leagues and teams should make sure nothing is left to chance before re-opening the gates.”
DATA DETAILS: After more than three months of living without sports, 82% of U.S.-based fans expect they will be just as engaged or even more engaged upon their return. However, that leaves 18% of sports fans that say they will be less engaged once they return. More casual fans indicate they expect to be less engaged with sports once they return than avid fans: One-fourth (25%) of casual sports fans indicate they will be less engaged vs. just 6% of avid fans who indicated the same. Sports fans have also adopted a variety of different lifestyle changes and habits during the coronavirus pandemic -- some of which are likely to accelerate even after a vaccine is discovered. Fans are leading slower, simpler lifestyles right now, and most are enjoying it. For example, 76% of sports fans indicate that they have more free time on their hands since the pandemic began, with 44% saying they have “a lot more time.” Top activities include: doing nothing/relaxing (39%), sleeping/napping (29%), and eating comfort foods (27%). These trends indicate a potential shift in societal norms, as 63% of sports fans -- and a whopping 73% of Millennial sports fans -- agree: “I am enjoying a slower pace of life that I would like to keep even after the coronavirus is over.”
To see more conclusion from the survey, visit www.sportsatlas.com.
