American sports fans are opening their wallets for their teams — and often borrowing to do it. A new survey from debt settlement firm National Debt Relief finds that 62% of Americans have spent or expect to spend money on sports fandom in 2026, covering tickets, merchandise and game betting.
On average, sports fans spend $1,970 a year, with men averaging $2,224, according to the survey of more than 2,000 adults. For some, the expense is a point of pride: CNBC Make It spoke with soccer fans in July who shelled out thousands to attend the World Cup, and some said they’d happily do it again.
But fandom has a financial downside. Among those who spend on sports, 47% have taken on debt to fund their purchases. The strain is most acute among younger adults: 62% of sports fans ages 25 to 34 have gone into debt, spending an average of $2,627 a year.
Why sports spending feels essential
Cathleen Bell, vice president of customer research and insights at National Debt Relief, says sports spending often “feels essential” even when it isn’t. The emotional attachment and sense of community around sports make it “doesn’t feel discretionary,” she said.
About 20% of U.S. adults say they’d be willing to go into debt for their fandom, the survey found. That can include once-in-a-lifetime opportunities like Olympics tickets or watching the New York Knicks in the NBA Finals, where a single seat can cost thousands.
“There’s people who are making those passion plays for their team,” Bell said.
The cost of casual fandom has climbed, too. Streaming services now charge hundreds of dollars per season to catch every game, and they were the most popular sports spending category in the survey.
“I think 20 years ago, you could be a sports fan and all you needed was an antenna on your roof,” Bell said.
Debt often starts small
Bell cautions that people rarely slide into dangerous debt from sports alone. More often, they take on manageable debt and then face an unexpected job loss, medical bill or other emergency.
“Suddenly you’re ballooning that debt, and then it’s very difficult [to get out],” she said.
Financial planners say spending on hobbies like sports isn’t inherently bad — as long as it doesn’t crowd out essentials. Andrew Lendnal, head of financial wellness at Wealthspire, says entertainment spending should come only after financial priorities like debt repayment and retirement savings are on track.
“Once you’ve got your financial priorities and they’re being met, and you’ve got that discretionary spending, then that’s a healthy part of financial life,” he said. “The issue is when entertainment starts competing with your financial foundations.”
Lendnal’s advice: set a limit that fits your budget, but be realistic about sticking to it in the heat of the moment. He suggests bringing only a set amount of cash to a game or using a dedicated card with a spending cap for sports purchases.
Build savings, not just debt payoff
Cassandra Rupp, a senior wealth advisor and CFP at Vanguard, emphasizes keeping an emergency fund even while paying down debt. If you dip into savings for an emergency or any reason, make rebuilding it a priority.
Debt “tends to snowball,” Rupp said, because interest builds and overspending can continue once you’re already over budget. Instead of throwing all extra cash at high-interest debt, she recommends pausing discretionary spending until you have a plan — balancing minimum debt payments with rebuilding savings before tackling the debt more aggressively.
Bell acknowledges the temptation to justify the expense, given how deeply sports tie into identity and community. But she points to the stress her clients describe.
“People really care about sports — it’s connected to their identity, like travel, like gift-giving,” Bell said. “It’s just not very fun or exciting to be like, ‘you know what feels great is not having a credit card balance.'”
Source: www.cnbc.com — https://www.cnbc.com/2026/08/20/americans-debt-sports-fans.html
This article is for informational purposes only and does not constitute financial, investment, tax, or legal advice. Do your own research and consult a licensed professional before making financial decisions.
