Scouting Report: What fans expect from the next era of sports
Sports are at an inflection point.
Sports remain a rare unifying force and a core part of American culture and identity, which means the sports industry is held to incredibly high standards, and its leadership is watched closely. FGS Global recently commissioned a survey of more than 2,000 U.S. sports fans to better understand public sentiment across the forces reshaping the U.S. sports landscape. The FGS Scouting Report outlines the results.
Sports fans have more direct access than ever to information about the decisions being made by the sports organizations they care about – which means the business of sports is now subject to intense fan scrutiny, just like the play on the field. Lawmakers in Washington have also taken a greater interest in sports than at any point in recent memory. Congressional and Executive action on the future of college athletics, regulatory jockeying over prediction markets, renewed scrutiny of broadcasting structures and antitrust exemptions, and an interest in the funding and accessibility of youth sports all signal a federal government seeking an active role in the governance of sports.
Our research dives deep on four unique areas experiencing especially rapid and massive change:
Sports betting and prediction markets
College sports
Women's sports
Youth sports
The findings offer leaders across the industry an evidence-based foundation for decision-making in an era of ongoing industry transformation. FGS Global is using these insights, our sports industry expertise, and our deep network of relationships to help our clients maintain and gain trust, avoid risk, and further their business goals in this high-stakes industry.
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The research suggests the sports industry is not immune from the forces shaping our national dialogue. The top long-term threat identified by fans is affordability in the form of rising ticket prices and the cost of attending games.
24%
say sports have a responsibility to model fairness
21%
say sports bring people together across political and cultural divides
1%
see rising ticket prices as a long-term threat to American sports
While it’s clear fans have concerns about some recent trends in the industry, it’s also clear sports are not being asked to solve all of society’s problems, nor is the government being asked to solve all of sports’ problems. Sports fans trust the leagues, teams, and universities they follow more than they trust Congress (30% confidence), the Administration (34%), or private equity and outside investors (35%) to act in their best interest. The data also shows no consensus on what, if anything, Congress should prioritize when it comes to regulating sports, suggesting a combination of public ambivalence and lack of appetite for federal intervention in sports.
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Fill out the form below to download the topline report. For even more insights from our findings, please reach out to sports@fgsglobal.com to set up a conversation with our sports practice.
Methodology
The results are based on an online poll executed for FGS Global by RepData, a leading research firm, from April 29 – May 8, 2026, among 2,030 sports fans nationwide.
