The Cost of Fandom: Ally Bank Finds Sports Fans Breaking the Bank for the Love of the Game

October 15, 2025

Sports fans are spending for the love of the game in Ally Bank’s newest report, The Cost of Fandom. The report reveals millennials lead the way in spending at $2,050 per year on fan related activities, compared to $1,550 for Gen Z. For many Gen Zers, the combination of high costs and low savings also means cutting back on spending in other areas, such as eating out less, to afford supporting their favorite teams.

Ally’s findings highlight the strong emotional ROI of being a sports fan, signaling a prioritization of entertainment, community and identity over budgeting for these costs. Roughly 1 in 3 millennials (33%) and Gen Z (31%) said their sports spending makes them feel connected — underscoring the community connection among sports fans. The way men and women are spending their money to support their favorite sports teams differ, with women favoring social fandom and men leaning toward high-spend, experiential fandom. PR Newswire