Ally shares survey data on spending habits among sports fans across genders, generations

The GIST: This week, prominent sports sponsor Ally released survey data on 3K Gen Z, millennial, Gen X, and Boomer sports fans to understand how and where sports fans spend their money. The study illustrates spending differences by generation and gender, including details on the spending profile of women sports fans. Let’s dive in.

💸 Men spend more than women in women’s sports. Men spend on average $600 annually on women’s sports compared to a $400 annual average for women. And in men’s sports, average spend is $950, almost twice as much compared to $500 on women’s sports.

• Still, this gap is quickly closing. Nearly one in five fans said their spending on women’s sports has increased over the past three years, and it’s largely thanks to Gen Z — 40% of this cohort says endorsing women’s sports is a way to champion equality and empowerment.

💰 Millennials spend more on sports than any other generation. Overall, sports fans spend an average of $1.6K on the game annually, while “fanatical” fans drop as much as $2.2K a year on average. Millennials are at the top end of the spectrum — they spend $2.05K annually, while Gen Z spends $1.55K per year.

• Nearly one in three of these fans say sports spending makes them feel connected, which may be why Gen Z fans were found to most frequently blow their budget to spend on sports and to reduce spending in other areas to accommodate their sports splurges.

🎟️ Men tend to spend big on IRL experiences, while women are more inclined to share the fun at home. Men are more likely to travel long distances for sporting events (31% vs. 25%) and are more willing to spend on tickets and VIP perks, while women are more likely to gather at a friends’ home (52% vs. 46%) and host watch parties (31% vs. 26%).

The takeaway: Though men spend more and are more likely to travel and attend games, women fans are still doing this at high rates. Moreover, women fans are enticed by community activations: Consider Unwell Hydration’s Unwell FC, which taps into soccer’s powerful supporter group culture to promote its product.

• Savvy sponsors should meet women sports fans where they are and provide a space to meet, something the wave of women’s sports bars across the U.S. are looking to accomplish. It’s no surprise that Ally has already been involved — and thanks to this new data, anyone can leverage this to tap into women fandom and appeal to these communities. Join the club.