Over one in four American sports fans started following a new sport amid the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2020, 10:41 AM UTC

DraftKings surveyed 1,000 American sports fans to study how they’ve adapted amid COVID-19.

The report found that 78% of US consumers are willing to relinquish traditional aspects of attending live sports such as tailgating if it means sports events returning soon. With league suspensions and fans looking for alternative sports, one in four American fans began following a new sport.

At 40%, eSports was the most popular newly followed sport. International soccer (34%), MMA (32%) followed. Of those polled, 67% plan to continue following new sports even after major leagues resume.

66% of fans feel it’s important for live sports to return before September and 24% want to attend live sports within four to six months. NBA (64%) and MLB Opening Day (48%) are highly anticipated sports to watch again among American fans.

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