Does your sports team or club have the best fan experience in your Market?
How does your team capture Share of Wallet in your Market?
How does your team differentiate fan experience from other teams in your Market?

By listening to the fans, franchises can understand and identify areas of strength and opportunities to increase fan satisfaction, loyalty and advocacy that leads to a decreased marketing budget and season-ticket attrition, and increased ticket sales and prices.

J.D. Power is releasing, for the first ever, a comprehensive evaluation of the Fan Experience with Professional Sports franchises in New York, Los Angeles, Houston and Chicago. We are even taking it one step further, asking sports fans in those markets “Who is the Face of Professional Sports,” giving an accolade to one player in each market and quantifying their own brand-value in their market.

More than 5,700 responses from sports fans that have attended one of your games (season-ticket holders, single game buyers through your website, fans that purchased through a 3rd party website, or just those given free tickets by a friend, relative or colleague) have evaluated your team through the same customer satisfaction method employed by over 45 industries and ~1,900 U.S. brands by J.D. Power.

Respondents to this study have spent an average of $356 at each game they attended, but as much as $626 on sporting events annually.

Areas evaluated include:

  • Ticket purchase
  • Arriving at the game
  • Security and Ushers
  • Seating Area and Game Experience
  • Food and Beverage
  • Souvenir and Merchandise
  • Leaving the Game
  • Overall Satisfaction
  • Loyalty and Future Intentions
  • Team Performance
  • Defections (why don’t fans attend your games)

Team Image

The Solution

The J.D. Power 2016 Major Market Sports ReportSM measures the customer experience of National Football League,® National Basketball Association,® Major League Baseball,® National Hockey League® and Major League Soccer® fans in four major markets in the United States. This study measures the experience of fans who attended a sporting event in the last year in order to provide teams with information that can lead to increased attendance at events.

Sports teams may use the study findings to:

  • Understand their fan’s experience at their events in relation to other venues in their market
  • Gain competitive insights into their markets
  • Align strategic planning and marketing spend with customer feedback
  • Benchmark their fans experience with the fan experience in the industry overall
  • Provide information on internal strengths, weaknesses, competitor threats and opportunities
  • Provide key performance analysis and impact on satisfaction (e.g., staff initiative, security measures, stadium/arena volume)

The Benefits

A study subscription provides access to the tools needed to gain an in-depth and comprehensive understanding of how your particular franchise is interacting with your fans. You will be able to turn your fan’s feedback into improvements that will keep your fans coming back… and spending more money.

Study deliverables include:

  • A deep-dive presentation that provides insights into key trends and study findings for your team/club and how you compare to other teams in your market. (In-person
    presentation available with travel costs invoiced as pass-through expenses)
  • Access to competitive data sets, allowing comparisons of your venue and team/club with other venues in your market, as well as other teams in your league and other markets
  • A rich open-ended verbatim file that allows you to hear feedback directly from your customers about their experience at your venue

Sports Industry Facts


For more information about the J.D. Power Sports Practice, please contact Greg Truex, Senior Director, at Greg.Truex@jdpa.com or 805-236-5379.

Open-ended Comments Received Thus Far

"Have an express area for dropping off/picking up via Uber, Lyft, taxi or other ridesharing means of transportation."

"Maybe a few uniformed officers inside the arena would give a little more piece of mind."

"Speed up the security for season ticket holders…we know the new process by now and it is really slow (make a Pre-Check type line)."

"The options were bad, the quality was atrocious, and many stands were out of items and it was only the 2nd inning. The food did not taste good. I got nachos and they barely gave me any chips and wouldn't give me any more."

"I don't remember people helping us with parking when we got there."

"Crowd control post game. The event itself was great before and during. It is a little chaotic when leaving the stadium, which is why I parked off site. It is significantly faster walking to parking away from the stadium."

"Tell the employees to get off their damn phone."

"The restrooms were subpar! Is there a way to provide more maintenance during the event?"

"I did not feel safe walking at night with my young children 2 blocks away to an offsite parking lot."

"Getting into the stadium parking lot was a nightmare. This was our first time to XXXXX and we had no idea how the parking works. There were cars going into the stadium parking lot and cars were cutting in front of each other. Cars had no clue which lane they were supposed to be in."

"I have read about other stadiums and their food choices. I do not feel that there are many unusual food offerings at the XXXX game. Would love to see some offerings that are outside the box"

"No consistency to the body screening process. Staff appears to stand around instead of opening another lane during peak times."

"Long lines for security were wasteful. People were bringing in weapons and told security about it. The metal detectors don't mean anything if security doesn't care."

"Watch these fans better. We saw some people throwing garbage at a girl because she was wearing a different jersey. Terrible fans."

"It looks like they are ready to help if they are not standing talking to each other the whole game until called. They need to pay attention and be proactive."

"Security presence was noted inside the stadium. Because <the stadium> does not have its own parking per se and people attending the baseball game must either park in nearby lots and some farther out, a security presence extended to outlying parking areas would be appreciated."