Thank you for joining us for KAGR’s ongoing series, “Future of Live Events and Sports: The Reemergence of Fans Post COVID-19.” Our data-driven approach will help better define and understand the Future of Live Events and Sports during the recovery from COVID-19. Our goal is to track how our framework for understanding Fan Demand is impacted based on market-specific factors, venue initiatives, and fan avidity.
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Since Update #27 new issues of The Future of Live Sports and Events have a new home on our news page: https://www.kagr.com/category/foles/
Update #26
June 2, 2021
In this update, we explore:
- Relationship between KAGR Fan Demand Index and vaccination rates by market
- Sell-through trends for the NBA Playoffs between 2019 and 2021
Update #25
May 19, 2021
In this update, we explore:
- Increases in KAGR Fan Demand Index as COVID-19 cases drop and consumer behaviors rise
- A lookback at KAGR Fan Demand Index trends over the past year
- Sell-through trends across leagues
Update #24
May 6, 2021
In this update, we explore:
- The impact of vaccination rate on consumer behaviors across markets
- Sell-through trends for MLB, NBA, and NHL as capacity limits are increased
- New fan engagement innovation with NFTs and gaming
Update #23
April 21, 2021
In this update, we explore:
- Slight setback in KAGR Fan Demand Index as COVID-19 cases rise and consumer behavior fall in two-thirds of markets
- Early season demand across MLB markets
- Important learnings on new venue innovations
Update #22
April 7, 2021
In this update, we explore:
- The impact of increased COVID-19 case numbers on KAGR Fan Demand Index
- Ticket sell-through trends for the NBA and NHL across markets
- Introduction of a digital vaccination passport as a requirement for several large and small venues
Update #21
March 24, 2021
In this update, we will explore:
- KAGR’s Fan Demand Index stabilizing after meaningful shifts recently
- March Madness fan engagement trends and the digital broadcasting evolution in reaching new fans
- The rise of NFT popularity and potential impact to the products that leagues, teams, and artists offer
Update #20
March 10, 2021
In this update, we explore:
- Fan Demand Index rebound in all markets as COVID-19 cases continue to drop and pace of vaccine rollout increases
- Capacity plans by league this spring and initial fan demand trends
- COVID-19 testing requirements as venues open for fans
Update #19
February 25, 2021
In this update, we explore:
- Impact of vaccination rollout progress and regional trends as COVID-19 cases continue to decline
- Ticketing and attendance trends as additional markets welcome fans and new engagement strategies with NBA Top Shot
Update #18
February 10, 2021
In this update, we explore:
- Positive rebound in KAGR Fan Demand Index
- Deep dive on fan activity & engagement at the Super Bowl
- Insights on gate entry procedures for the Australian Open and early MLB Spring Training plans
Update #17
January 27, 2021
In this update, we explore:
- How the KAGR Fan Demand Index varies by region and what the continued decline indicates for 2021
- The demand for Super Bowl tickets and the expansion of sports betting across professional leagues
- The Fan Experience in a Post-COVID World study conducted by Sportico, surveying both fans and industry experts
Update #16
January 13, 2021
In this update, we explore:
- Impact of market-based restrictions on KAGR Fan Demand, despite increasing air traffic and consumer trends
- Innovative broadcast and engagement concepts that offer differentiated fan experiences
- New in-venue health and safety compliance guidelines
Update #15
December 17, 2020
In this edition, we will explore:
- A sizable increase in Most Likely to Return markets as the KAGR Fan Demand Index dropped overall
- A deeper look at NFL fan engagement on social media
- Newly issued policies and protocols for group sales and fan safety
Update #14
December 2, 2020
In this edition, we explore:
- The largest two-week increase in recent confirmed COVID-19 cases and impact on KAGR Fan Demand Index
- A significant shift in fans engagement on social media representing new opportunities for leagues and teams during and after the pandemic
Update #13
November 18, 2020
In this update, we explore:
- Impact of the continued rise of COVID-19 on KAGR Fan Demand Index, including increased restrictions in several markets
- The impact of college football cancellations on fan demand and attendance
- Newly issued venue protocols from the NBA and Ticketmaster including required testing and potential proof of vaccine
Update #12
November 5, 2020
In this update, we explore:
- Impact of rising COVID-19 cases on KAGR Fan Demand Index and a growing divide with the Slow to Return market group
- Decline in overall sports viewership with continued expansion in sports betting and esports
- How learnings from summer “bubbles” are being leveraged to develop safety protocols for players, staff, and fans
Update #11
October 21, 2020
In this edition, we will explore:
- Increasing consumer behavior and comfort while COVID-19 case numbers continue to rise
- Relationship between KAGR Fan Demand Index and attendance for early returning college football markets
Update #10
October 7, 2020
In this edition, we will explore:
- Stabilization of KAGR Fan Demand ranking with less than 50% of markets showing week-over-week changes despite the increase of recent confirmed COVID-19 cases
- NFL attendance for top ranked KAGR Fan Demand markets, viewership insights, and the significant rise of sports betting
Update #9
September 23, 2020
In this edition, we will explore:
- The impact to KAGR Fan Demand based on increasing COVID-19 cases and fluctuating consumer behavior
- Attendance for Week 1 and 2 NFL games with fans in stands and fan engagement across channels
- Learnings from early games including safety policies and ticket sales
Update #8
September 9, 2020
In this edition, we will explore:
- Continued decrease in new COVID-19 cases and a rise in consumer behavior
- Viewership trends as the number of live events increase
- Fan guidelines for this weekend’s NFL and college football games, as well as the evolution of new technology to increase safety and fan compliance
Update #7
August 26, 2020
In this update, we explore:
- Reduction in new COVID-19 cases and initial rebound in fan demand rankings across many July hot spots
- Increase in viewership across major and niche leagues and events, while fan concern grows for fall sports plans
- In-venue amenities and fan guidelines for NFL stadiums that will welcome fans
Update #6
August 12, 2020
In this edition, along with our Fan Demand Index updates, we have partnered with NinthDecimal to analyze consumer behavior in six NFL Markets, pre-COVID and today.
We will explore:
- Current consumer behavior and mobility of NFL fans against the general population
- How to leverage market-based trends and the KAGR Fan Demand Index to inform near term decision making
- Key learnings of NFL Fan behaviors that can be applied by teams and venue operators
Update #5
July 29, 2020
In this edition, we will explore:
- Continued COVID-19 setbacks and the impact of fan demand across markets
- Multiple fan engagement indicators as leagues return to play with no fans
- How venues can leverage real-time data to monitor crowd density and more effectively plan for operational adjustments
Update #4
July 15, 2020
In this update, we explore:
- Major COVID-19 and consumer behavior setbacks in markets which originally had indications of being “Most Likely to Return” and the implied decrease in fan demand across markets
- Concerns over return-to-play tournaments and the importance of early success in supporting the near term return of sports and live events
- How stadium enhancements for at-home viewing may impact future in-venue experience
Update #3
July 1, 2020
In this update, we will explore:
- Continued COVID-19 surges and market setbacks, including the risk to returning league locations
- Reaction to positive player testing and steps taken to ensure player safety
- Fan-driven venue safety precautions, including face mask requirements and gate entry protocols
Update #2
June 17, 2020
In this edition, we will explore:
- Changes in market level factors including emerging COVID-19 hot spots and the impact of increased openings for retail and recreation
- Impact of digital fan engagement on willingness to return to live events and sports, and challenges with current platforms
- Safe capacities for the post-COVID venue, and what we can learn from early events
Update #1
June 3, 2020
In this edition, we will explore:
- Changes in market level factors including number of markets open and loosening of other restrictions
- Market-by-market changes in Fan Demand
- Early indicators of fan behavior and a look-back of historical attendance across leagues
Future of Sports Preview
May 19, 2020
KAGR has undertaken a data-driven approach to better define and understand the Future of Live Events and Sports during the recovery from COVID-19.
Our goal is to predict fan interest in attending games when live events resume. Our framework and analysis will suggest where attendance could be highest based on market factors, venue initiatives, and fan avidity.