It’s always game day somewhere for sports tourism, now one of the globe’s fastest-growing travel sectors.
According to a recent report published by the World Economic Forum, the sector is set for runaway growth. Valued at $609 billion in 2023, it is predicted to be worth more than $1.7 trillion by 2032. Sports tourism is a broad field that encompasses activities where tourists either attend an event as spectators or actively participate in a competition.
Yet in an era of inflation and tighter budgets, one big question looms: is sports travel a worthwhile splurge or a financial foul? Financial advisors speculate on what’s driving this spending trend and what Americans can do to ensure their sports travel budgets don’t result in a penalty flag.
More Than a Game
Sports tourism typically does not rely on exotic destinations. For many, heading down the highway to the next county to watch your favorite team for an ‘away day’ game is just as satisfying. More than 100 million people in the US traveled more than 50 miles to attend professional minor league and collegiate regular-season sports events in 2024, according to an April report commissioned by the Sports Events & Tourism Association.
Yet it’s also a global phenomenon. Earlier this year, an Expedia study sampled 2,000 sports tourists across Australia, Canada, France, Germany, Japan, Mexico, the US, and the UK. They found fans aren’t just crossing town, they’re crossing borders, with 44% traveling internationally for their last sporting event.
Clearly, sports events need not divert resources away from a consumer’s overseas trip. For many, they are a motivator for going abroad.
Emilio Cabuto, a lifelong Padres fan, exemplifies the trend. The San Diego-based financial planner has traveled to Mexico City to watch his beloved baseball team. He aspires to visit all 30 MLB stadiums, and has been to eight so far.
“The key is intentionality,” says Cabuto, a planner at Verus Capital Partners. “I encourage clients to set aside a dedicated ‘fun fund’ for sports travel, and I personally keep a small emergency fund for last-minute opportunities, like when a once-in-a-lifetime game pops up.”
“When budgeted thoughtfully, these experiences can be one of the most rewarding ways money supports the life you want to live.”
For Cabuto, sports trips aren’t just about a game; they’re about community, memories, and milestones.
Vibin’ it Live
On a cost-per-event basis, paying top dollar to attend one sports event may seem counterintuitive. An ESPN subscription grants access to thousands more for a fraction of the cost. Yet it’s not easy to fully satisfy the emotional and communal needs of a sports fan in the home. A top-of-the-line home entertainment system cannot replicate the roar of the crowd or the atmosphere of a stadium. For some, it’s all about the vibes.
“Life is meant to be experienced,” says Brennan Decima, Owner of Decima Wealth Consulting. “For myself and many of my clients, being at the game surrounded by the energy of other fans is more than just entertainment; it is a memory that sticks with us forever.”
“ESPN does not deliver on the shared energy and the feeling of being a part of something bigger than oneself. People are paying to be there for the experience as opposed to just watching the game.”
When it comes to budgeting, financial advisors across the US recommend that sports spending be in a league of its own.
“Create a separate savings account specifically for these trips,” says Marcel Miu, Founder and Lead Wealth Planner at Simplify Wealth Planning. “This way, you’re not dipping into your regular budget or sacrificing other financial goals. For example, set up an automated transfer of $200 a month to fund the annual travel budget.”
Investing Game
Sport tourism is more than a spending category. For those with extra capital to deploy, it could be a savvy investment play.
According to the WEF report, the sector’s projected to grow at a CAGR of 16% over the next decade, presenting a compelling investment opportunity.
“Direct investment into this space can be tricky,” says Miu. “The Invesco Dynamic Leisure & Entertainment ETF (PEJ) is an ETF that tracks companies in the leisure and travel sectors, which could be a good way to get exposure to the overall trend.”
“However, always remember the cyclical nature of the industry. Economic downturns or shifts in consumer behavior can cause fluctuations in stock prices, so diversification remains key to mitigating risk.”
Sports tourism is poised to become a major secular trend with significant potential upside for both the industry and investors. It’s reshaping how people travel, spend, and connect. For sports-mad consumers, the key is intentionality and moderation. With thoughtful planning, fans can enjoy the thrill of the game without compromising their long-term retirement goals and have meaningful experiences that are both priceless and practical.
