Study: Sports Fans Spend Thousands To Support Their Team: Connected, Confused

By Barry Janoff

October 15, 2025: If you are a sports fan who spends thousands a year to support your team, and the rewards are feeling happy, excited, connected and even confused, you are not alone.

On average, sports fans spend $1,600 per year to support their teams — and "fanatical" fans* spend nearly $2,200 annually — with many cutting back on spending in other areas, such as eating out less, to do so.

Tickets (60%) and food & drink (54%) are the top overspending culprits overall, with apparel (47%) and travel (36%) closely following, according to Ally Bank's new report, The Cost of Fandom.

"It's clear that fandom transcends mere dollars and cents: it's about identity, community and being part of something bigger,” Lindsay Sacknoff, head of consumer banking, said via the Charlotte, NC-based financial company.

"You can't put a price tag on that. We believe there's no shame in spending — even splurging — on the things that bring you joy.”

According to the report, sports fans report participating in an average of five activities year-round to support their favorite teams, including attending game, watching at home, wearing team gear and engaging online,

Millennials lead the way in spending at $2,050 per year on fan related activities, compared to $1,550 for Gen Z.

Men spend more on sports fandom overall than women — $1,950 vs. $1,250 annually — with football, auto racing and ice hockey fans spending the most.

However, being a sports fan can be emotionally overwhelming.

When asked, When you think about the money you spend on sports or sport-related activities, how does it make you feel?, 43% said happy, 39% excited, 33% satisfied, 30% connected, 25% supportive, 21% proud. 

Also among the answers: confused, insecure or embarrassed.

Women's sports are gaining ground — and fans across demographics, from men to Gen Z, are driving the momentum.

Among Gen Z fans, 31% say it's important to show up as a women's sports fan, with 40% saying supporting women's sports is a form of “supporting equality and empowerment.”

However, the way men and women are spending their money to support their favorite sports teams differ, with women favoring social fandom and men leaning toward high-spend, experiential fandom, according to The Cost of Fandom.

Some 67% of  fans said spending on women's sports has increased (22%) or stayed the same (45%).

Only 24% say they have not spent any money on women's sports.

Men outspend women on women's sports annually: $600 vs. $400.

On average, spend on men's sports by men and women combined is 90% higher than spend on women's sports: overall spending on men's sports being $950 vs. women's sports being $500.

Women favor certain social fandom activities more than men. They are more likely to gather at friends' houses (52% vs. 46%) and host watch parties (31% vs. 26%) — “embracing fandom as a source of belonging, community and expression.”

Men lean toward more high-spend, experiential fandom. They're more likely to travel long distances for games (31% vs. 25%) and splurge on tickets and VIP packages — “signaling a willingness to go all-in on live experiences.”

Ally Bank puts its money where its philosophy is when it comes to women’s sports. 

Sports alliances include WNBA, Unrivaled, NWSL, USGA, ACC, The Soccer Tournament and numerous teams and athletes, including WNBA ROY Paige Bueckers, WNBA champions Las Vegas Aces, WNBA star and Unrivaled co-founder Breanna Stewart and Wrexham AFC Women.

Ally Financial said it is on track to achieve equal spending in sports media.across men's and women's sports by 2027.

“Partnering with Ally is about more than just banking — it's about empowering people to make their money work smarter," said Bueckers when she signed with Ally this past April.

"As an athlete, I've learned that success isn't just about the game you play, but the opportunity and resources you get access to. Ally's commitment to helping more people make smart, informed banking decisions aligns with my own values, and I'm excited to use my platform to help others feel confident using the savings buckets to organize and achieve their savings goals."

Ally said its findings “highlight the strong emotional ROI of being a sports fan, signaling a prioritization of entertainment, community and identity over budgeting for these costs.”

Among fans, 33% of millennials and 31% of Gen Z’s said their sports spending makes them feel connected — underscoring the community connection among sports fans. 

All of this supportive spending comes with a caveat.

Both men and women overspend at a similar rate: 55% vs. 57%.

"It's clear that fandom transcends mere dollars and cents: it's about identity, community and being part of something bigger."

Women are less likely to have dedicated savings for sports than men (11% vs. 18%), which may lead to greater financial strain given similar overspending behavior.

“For many Gen Zers, the combination of high costs and low savings also means cutting back on spending in other areas, such as eating out less, to afford supporting their favorite teams,” according to the report.

Millennials may spend more overall, but 43% of millennial fans say they don't have a firm sports budget. Gen Z is slightly more responsible, with 37% operating without a budget. 

Gen Z fans overspend the most frequently compared to other generations, with 43% reporting they do so a few months out of the year or more often.

According to Sacknoff,, “Fandom should not come at the cost of your financial health and overall wellbeing.

“Setting aside a realistic budget to support your passions will help ensure the most stressful part of game day is the number on the scoreboard, not what's in your bank account."

See the full study here.

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