Supporting your favorite team has always required some spending, but the cost is rising quickly. That includes everything from tickets and merchandise to betting and streaming subscriptions.
The poll asked more than 2,000 U.S. adults about the full fan experience: tickets, merchandise, betting and streaming subscriptions. Those categories help explain why the annual cost of fandom can reach into the thousands.
Men spend a bit more at $2,224 on average.
That means the jersey, the pay-per-view, the playoff tickets, they're not just eating your wallet. They're taking a bite out of your future paychecks too.
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So why would someone go into debt for a game? National Debt Relief's Cathleen Bell, who oversees customer insights, said sports spending often "feels essential" and "doesn't feel discretionary."
Bell says sports are tied to identity and community, much like travel or gift-giving. Some fans told researchers they would happily spend thousands on bucket-list events, like Olympics tickets or watching the New York Knicks in the NBA Finals, even if it meant using credit. In July, CNBC Make It spoke with soccer fans who had dropped thousands on World Cup tickets, and said they would do it again.
The spending is not just for the big games, either. Streaming subscriptions are the most common sports expense, and following a single team can cost hundreds of dollars a season. Bell remembers a simpler time: "I think 20 years ago, you could be a sports fan and all you needed was an antenna on your roof."
The good news is that sports spending by itself rarely causes serious financial trouble. Bell says the real problem usually shows up later, when something unexpected like a job loss or medical bill piles on top of existing debt.
One financial expert puts it simply: spending on hobbies is fine once your financial priorities are met. The problem starts when entertainment has to compete with your financial foundation. He suggests setting a sports budget and sticking with it, using cash or a low-limit card so you can't overspend.
A certified financial planner warns that debt "tends to snowball" because interest keeps growing while you are still overspending. Her advice is to build emergency savings first, make at least the minimum payments on any debt, and pause optional spending until you have a plan. She also warns against draining your emergency fund to pay off high-interest debt, since that can leave you in a worse spot.
The report was published on Aug. 20, 2026, and it's a reminder that being a fan should not cost you your peace of mind. You can still cheer loud, wear the jersey, and plan for the future. Just make sure your team's wins are not the only thing in your budget that scores.
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