Football Spending Has Declined Among U.S. Fans

A new survey indicates fewer Americans plan to spend money on football during the upcoming 2026 season.

Updated on Oct. 6, 2026 in Spending

Bold vector editorial illustration of a single empty stadium bleacher seat, representing the cooling trend in discretionary sports spending. — A LendingTree survey shows that U.S. consumer spending on football is expected to drop significantly this year, as households limit discretionary costs due to inflation. AI Illustration. Upload story photo >

Live Poll

Do you plan to reduce your football-related spending this season to save money?

A LendingTree survey found that only 49% of Americans plan to spend money on football this year, a decrease from the 65% who spent money on the sport last season. Many fans are now projected to incur significant football-related debt due to inflationary costs.

Why it matters

Economic conditions serve as the primary driver for this shift in fan behavior, forcing many to limit their expenditures on tickets, merchandise, and subscriptions. This reduction highlights how inflationary pressures are forcing households to cut back on discretionary sports spending.

The survey shows a 16 percentage point drop in fan participation, with 34% of those reducing costs explicitly citing the economy as the reason. Expenses tracked included game tickets, team merchandise, food, and streaming subscriptions.

The players

LendingTree

LendingTree is a major American financial services company that operates an online marketplace for consumer loans and financial products.

The details

Fans are struggling to balance their passion for the game with the rising costs of lifestyle expenses tracked by the study. With inflation impacting household budgets, many respondents are reconsidering their financial commitment to team gear and access fees this season.

The 2026 football season is the primary period tracked by the LendingTree survey.

Market Dynamics

This decline in consumer participation reflects a broader trend of households scaling back on non-essential entertainment as inflationary cycles impact disposable income. The shift mirrors historical periods where rising costs for basic goods forced a retraction in the sports and leisure economy.

Retail investors should watch for potential revenue hits to companies heavily reliant on sports merchandise and ticket sales as consumer demand cools. Households may want to reevaluate their own sports-related subscriptions to avoid high-interest debt accumulation during the 2026 season.

The takeaway

Maintaining a strict budget for entertainment can help fans avoid the accumulation of high-interest debt during the sports season. Prioritizing essential expenses over team gear or premium streaming access may be necessary to navigate the current economic environment.