New Oracle Hospitality research shows fan activity at major sporting events

More than 40% of sports fans worldwide abandoned concession lines in the past 12 months, without making a purchase, because of excessive waiting, according to a new report from Oracle Hospitality Sports and Entertainment

The research report The Fan Experience: Changing the Game with Food and Beverage, published in partnership with Turnkey Intelligence, an industry-leading market research provider surveyed more than 3,500 sports fans in eight countries – Australia, Brazil, China, France, Germany, Japan, United Kingdom and United States – and focused on uncovering their top priorities.

Most importantly, the survey aids venue operators by identifying ‘pain points’ and solutions designed to trigger greater attendance and spark sales.

Key statistics from the report showed:

• 45% of fans had abandoned concession lines at least once in the past 12 months without making a food/beverage purchase because the wait was too long.
• 64% of fans who said they would “probably use” or “definitely use” in-seat ordering if available at their stadium (non-users).
• 65% of fans who acknowledged that buying food & beverage is based on “impulse.”
• 51% of fans indicated they attend matches to support an individual team or club; 49% indicated attending sporting events is a fun, social activity with friends or family.
• Other than in the USA, the average fan spent 18 Minutes in line at concession stands during events.
• 56% of fans who said they would “probably use” or “definitely use” a mobile app to order and pre-pay for food or beverages to be picked up at an express line.
• $20 Amount that US fans, on average, said they would spend additionally for food & beverage if wait times were cut in half. That represents a 42% increase in typical expenditure (per party, per game).
• 25% of fans had downloaded a mobile app from a specific team or venue.
• 67% of fans said they do not currently own a season ticket or membership plan for an individual team.
• 71% of season ticket holders stated they make F&B purchases at most games.
• 20% of fans who stated they are a member of a stadium or team’s loyalty rewards program.
• 55% for food, 53% for beverage of infrequent purchasers who said cost deters them from purchasing more food and beverage respectively.

Click here to download The Fan Experience: Changing the Game with Food and Beverage.

Click here to contact Oracle via their entry in the Australasian Leisure Management Supplier Directory.

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