Americans Spend the Most on Booze Watching This Sport—And It’s Not Football
A new study reveals how much fans spend on alcohol by sport—and the top spender isn’t who you’d expect.
For many Americans, game day isn’t complete without a drink in hand. Whether it’s beer at the ballpark or cocktails during a big fight night, sports and alcohol go together like tailgates and solo cups. But which sports inspire the most spending on booze?
A new study from The Whisky Masters analyzed Statista data from 1,683 American sports fans to reveal just how much people are shelling out for alcohol during different sporting events. And let’s just say, the results may surprise you, especially if you assumed traditional sports like football or baseball would top the list. Spoiler: They don’t!
Here’s how much the average fan spends on alcohol per event, ranked from least to most boozy.
#7. NCAA – $45.40 per person
While college game days still inspire plenty of beer runs and tailgate coolers, NCAA fans are the most budget-conscious drinkers on this list. It could be the earlier kickoff times, or maybe nostalgia for dorm room brews that keeps the tabs a little lower.
#6. NFL – $54.60 per person
Given how massive the NFL is in American culture, it’s surprising to see pro football not crack the top five. Fans do love their Sunday beer and wings, but the lower average may reflect how many watch from home or avoid the stadium’s sky-high prices.
Unsurprisingly, some of the biggest spenders are in cities where sports culture runs deep. This list of the top 10 sports cities in the U.S. highlights exactly where that passion lives…and where fans are likely downing a drink or two.
#5. MLB – $55.50 per person
Baseball games are a summer staple for many fans. The day-long outings encourage steady alcohol consumption at the ballpark, especially when the sun’s out and the beer is flowing. Crowd favorites usually include light beers and hard ciders, and let’s be honest, the occasional overpriced frozen margarita in a souvenir cup.
If you’re planning a trip to a classic baseball city like Boston, catching a game at Fenway is a must. I talk about that and more in this article on the best things to do in Boston (or check out the video below).
#4. NHL – $56.50 per person
Hockey fans might not get the attention football or basketball fans do, but they’re quietly racking up some serious bar tabs. Between pre-game tailgates, cold-weather whiskey, and intense playoff seasons, NHL fans know how to drink (and spend).
#3. MMA/UFC – $58.40 per person
Fight night = party night. According to the study, MMA and UFC fans tend to gather in groups, turning each bout into a social event. Throw in a few rounds of celebratory shots when someone wins by knockout, and the numbers start to make sense.
#2. NBA – $66.60 per person
From rooftop bars to luxe arena suites, basketball games often bring a more premium vibe. “The fast-paced nature of basketball, combined with typically evening game times, means fans may be more likely to opt for top-shelf spirits and cocktails,” says Daniel Ufland, founder of The Whisky Masters. And at nearly $67 per person, that checks out. This list of the best sports movies of all time is a great reminder of why we love cheering (and drinking) along.
#1. eSports – $71.80 per person
Yes, really. eSports fans top the list, spending an average of $71.80 on alcohol during events, more than NBA, NFL, or even UFC fans. If you’re unfamiliar, eSports refers to professional, competitive video gaming, with wildly popular titles like League of Legends and Call of Duty drawing huge online and in-person audiences.
This might seem unexpected until you consider the rise of eSports bars, gaming lounges, and themed cocktail menus catering to a younger, trendier crowd. (I love our gaming lounge in Green Bay.)
“These fans are often early adopters of drinking trends, which typically means higher spending per person,” explains Daniel Ufland, founder of The Whisky Masters. Think less beer and more craft cocktails or limited-edition energy drink-infused mixers.
“The spending differences between sports tell us a lot about modern fan behavior,” Ufland adds. “Each sport creates its own distinct atmosphere for celebration.” Whether it’s the social hype around a UFC match or the elevated vibes of an NBA game, Americans are drinking to the mood…and the moment.
Of course, fan spending doesn’t happen in a vacuum—some states are just bigger on booze than others. This study ranks the 10 states that drink the most beer, and spoiler: Wisconsin didn’t take the top spot.
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If you’re in the mood for some competition and heart, this is the perfect list. These are the ten best sports movies of all time, straight from a recent message board discussion.
Read more: 10 of the Best Sports Movies of All Time
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