Live sport demand is evolving across the world. Fans are no longer defined by local loyalty alone. They are traveling further, exploring new sport and expecting experiences that compete with the very best of live entertainment.
Ticketmaster’s latest Sport State of Play insights reveal how fan behavior is shifting and what it means for teams, leagues and venues looking to grow attendance, engagement and global reach.
A poll of 1,500 sports fans in Ireland found that England is the team the highest proportion (13%) of Irish fans say they will back at the World Cup, ahead of Brazil (12%), Spain (8%), Scotland (6%) and Portugal (6%). The snapshot of Irish sports fandom also shows that soccer remains the country’s most popular sport, with 71% of fans saying are fans followed by Gaelic Games (49%) and rugby union (43%).
Fans Are Going Further for Live Sport
Fans are increasingly building live sport into their lifestyle and travel plans. In Ireland, fans are willing to travel an average of 5 hours and 12 minutes for an international fixture, with more than one in ten (11%) prepared to travel for more than 10 hours to support their team.
This rise in destination-driven fandom is creating new opportunities for teams and venues to deliver connected, experience-led journeys that go beyond the game itself.
“Sport plays a hugely important role in Irish life – it’s not just about what happens on the pitch, but the sense of community, identity and shared experience it creates for fans across the country. What we’re seeing in this latest research is just how deeply embedded that passion remains, with supporters willing to go the extra mile, quite literally, to be part of live moments.”
Keith English, Managing Director Ticketmaster Ireland
Fans Want More Than the Match
Today’s fans are looking for more immersive and entertainment-driven experiences.
According to the report:
- 36% of fans say premium stadium seating would enhance their enjoyment
- 33% would like in-seat food and drink ordering
- 30% say digital tickets would improve the experience
At the same time, fan interests increasingly overlap across live entertainment. More than half of sport fans (66%) who purchase tickets in Ireland also attend live music events, reinforcing that fans are choosing experiences, not categories.
For teams and venues, creating a compelling matchday atmosphere is becoming just as important as the action on the field.
WOMEN’S SPORT IS ON THE RISE
Ticketmaster’s own data shows a strong momentum behind women’s sport, with attendance at high-profile fixtures rising significantly in just three years – up 69.5% for football, 65.4% for rugby and 9.7% for Gaelic Games in 2025 versus comparable matches in 2022.
It’s especially encouraging to see the continued rise of women’s sport, with more fans turning out for major fixtures than ever before – a clear sign that interest, visibility and support are all moving in the right direction.”
Keith English, Managing Director Ticketmaster Ireland
Turning Fan Insight Into Growth
The Sport State of Play insights highlight a shift in how fans engage with live sport. They are more global, more experience-driven and more willing to travel for the right event.
For sport organisations, success depends on the ability to:
- Reach audiences beyond local markets
- Create compelling, experience-led events
- Deliver seamless, mobile-first ticketing journeys
- Use fan insights to drive engagement and attendance
Ticketmaster Solutions for a Changing Sport Landscape
As fan expectations evolve, Ticketmaster provides the tools and insights that teams, venues and organizations need to capture demand and deliver seamless fan experiences.
- Global Marketplace & Distribution Network
Reach fans worldwide and convert interest into attendance with Ticketmaster’s global marketplace and audience reach via our Distributed Commerce network. - Marketing and Fan Knowledge
Understand fan behavior, identify high-value audiences and make smarter decisions with real-time insights and reporting. - Flexible Pricing Tools
Balance affordability and premium demand with pricing strategies that maximize both revenue and fan loyalty. - SafeTix and Mobile Ticketing
Deliver secure, mobile-first entry that reduces friction and enhances the end-to-end fan journey. - Premium Experiences
Create and sell VIP packages, hospitality and upgrades that increase per-fan spend.
The Ticketmaster Sport State of Play Report
View Ireland’s local report here.
Connect With Us to Learn More About Ticketmaster’s Live Event Solutions
