Signify – New consumer research reveals a growing shift toward “home stadiums”

Home advantage: 80% of sports fans prefer the sofa to the sporting stands, favouring an immersive ‘home stadium’ experience        

• Nearly half of sports fans surveyed (42%) say they are creating “home stadium” experiences as they swap packed pubs for personalised, high-energy matchdays at home
• For 65% of fans comfort is the main benefit, with viewing control (45%) also a factor, beating the excitement of the crowd
• Nearly half of fans (48%) say they follow “lucky” matchday rituals, from unwashed kit to not moving during key moments, all in a bid to influence the result
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