Shohei, Swift, Super Bowl, World Series Drove ’24 Live Experience Ticket Sales

By Barry Janoff
December 10, 2024: The World Series between the Los Angeles Dodgers and New York Yankees, Super Bowl LVIII between the Kansas City Chiefs and San Francisco 49ers, the WNBA and the just-concluded Taylor Swift “Eras Tour” were atop the list of best-selling live experience ticket sales for 2024.
The past year “saw an increase in travel for live events in the United States and abroad, a record-breaking year for artists, and sports fandom reaching global audiences like never before,” according to the just-released 2024 Year in Live Experiences from online ticket marketplace StubHub.
"What's incredible about 2024 is the huge influence live events had on global tourism — international travel to live events increased by 62% this year with vacations centered around seeing Taylor Swift, Coldplay, Ohtani in the World Series and Copa America," Cris Miller, StubHub chief business officer, said via the company.
“Concert sales broke 2023 records on StubHub while sports like cricket, soccer and the NFL saw significant growth among international fans."
The Top In-Demand Global Sporting Events for 2024 were led by the World Series, Super Bowl LVIII in Allegiant Stadium Las Vegas, the European Championship: Semifinals and Final (Dortmund, Munich & Berlin), Copa América Semifinals and Finals (Charlotte, NC, New York & Miami) and the NBA Finals between the Dallas Mavericks and Boston Celtics.
The Top Ten also included the College Football National Championship: Michigan-Washington (Houston), NCAA Men's Div. Basketball Final Four Semifinals and Championship (Phoenix), College Football Playoff: Michigan-Alabama (Pasadena, CA), NFC Championship: Detroit Lions-49ers (Santa Clara, CA) and the Canada F1 GP (Montreal).
The Top In-Demand Global Artists of 2024 were led by Taylor Swift (116 events), Zach Bryan (85 events), Adele (32 events), Olivia Rodrigo (94 events), Morgan Wallen (38 events), Coldplay (24 events), The Eagles (16 events), The Rolling Stones (20 events), Billy Joel (13 events) and U2 (40 events), according to StubHub.
College football spurred sales and must-see matchups: College football regular season sales increased 56% compared to 2023, with realigned teams seeing huge sales jumps.
Among the Power Four conferences, the SMU Mustangs (15 times), Texas Longhorns (3.5x) and Arizona Wildcats (3.4 times) saw the biggest jump in sales compared to 2023 final sales.Texas was the best-selling college football team of the season on StubHub, and their game hosting Georgia was the best-selling game of the regular season, outselling No. 2, Texas-Texas A&M, by 22%.
However, Super Bowl LVIII was the best-selling single-day sporting event of the year on StubHub, outselling Super Bowl LVII (Chiefs-Philadelphia Eagles) by 76%. The Super Bowl had buyers from all 50 states and 21 countries.
MLB Dodgers star Shohei Ohtani “incentivized ticket buyers from Japan. Outside of North America, ticket buyers from Japan bought the most tickets to World Series games in Los Angeles" on StubHub.
At the start of the MLB season, international ticket buyers accounted for nearly 30% of all Dodgers ticket sales on StubHub, with buyers from Japan accounting for 22% of all tickets sold for Dodgers games.
The anticipation of Ohtani becoming the first member of the 50 home run-50 stolen bases club “drove demand for Dodgers home games, with StubHub selling 65% more tickets to the Sept. 20-22 series against the Rockies in the 24 hours following his 47th home run on Sept. 11.”
WNBA rookies proved to be a huge gain for league sales.
Total sales for the 2024 WNBA regular season were up nearly ten-times compared to the 2023 season, with every single team seeing an increase in sales.
The Indiana Fever, led by Rookie of the Year Caitlin Clark, were the best-selling WNBA team, with total sales nearly 90 times on StubHub compared to 2023.
Fever sales were nearly double (93%) that of the No. 2 team, Chicago Sky, which featured rookie Angel Reese.
Total sales for the Sky increased by almost 28 times after drafting Reese and Kamilla Cardoso.The New York Liberty-Minnesota Lynx WNBA Finals outsold last year’s Finals between the Las Vegas Aces and Liberty — StubHub’s previous best-selling WNBA Finals — by nearly three times
This year’s NCAA Women’s Final Four between South Carolina and Iowa (with Caitlin Clark) was also the best-selling in StubHub history, outselling last year’s tournament (LSU-Iowa) by 13%.
Looking ahead, the Top In-Demand Global Experiences in 2025, WrestleMania 41 in Allegiant Stadium Las Vegas April 19-20, is currently the best-selling sports event of the year, followed by Super Bowl LIX in Caesars SuperDome New Orleans this February.
Top In-Demand Global Sporting Events for 2024
1. MLB World Series: Dodgers-Yankees (all five games in Los Angeles and New York)
2. Super Bowl LVIII: Chiefs-49ers (Las Vegas)
3. European Championship: Semifinals and Final (Dortmund, Munich & Berlin)
4. Copa América Semifinals and Finals (Charlotte, NC, New York & Miami)
5. NBA Finals: Mavericks-Celtics (all games in Boston and Dallas)
6. College Football National Championship: Michigan-Washington (Houston, Texas)
7. NCAA Men's Final Four Semifinals and Championship (Phoenix)
8. College Football Playoff: Michigan-Alabama (Pasadena, CA)
9. NFC Championship: Lions-49ers (Santa Clara, CA)
10. Canada F1 GP (Montreal)
Ranking based on cumulative, global ticket sales on StubHub North America and viagogo international marketplaces for 2024 events, as of Dec. 4, 2024
Top U.S. Events for International Buyers
1. Copa America: Semifinals and Final (New York, Charlotte, NC, & Miami)
2. U2 @ The Sphere (Las Vegas)
3. Miami F1 GP (Miami)
4. Copa America: Argentina vs. Peru (Miami)
5. MLB World Series: Dodgers vs. Yankees (all five games in Los Angeles and New York)
6. U.S. F1 GP (Austin, TX)
7. Taylor Swift, The Eras Tour (Miami)
8. Copa America: Chile vs. Argentina (New York)
9. Cleveland Cavaliers @ New York Knicks Oct. 28
10. U.S. Open Tennis: Semifinals and Finals (New York)
Ranking based on cumulative number of tickets sold to buyers outside of the U.S. for 2024 U.S. events on StubHub North America and viagogo international marketplaces, as of Dec. 4, 2024.
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