Survey suggests 50% of Brits priced out of live sports

Rugby equipment retailer, RugbyStore, recently ran a survey involving 10,000 British participants to determine just how many sports fans are willing to pay the going rate to attend a Football or Rugby match.

For half of UK sports fans, the cost of tickets to live matches is what stops them from watching their favoured sports team – suggesting that a reduction in the cost of live sports would allow for higher attendances and an increase in demand.


When participants were asked if football/rugby clubs charge too much for tickets, the answer was a resounding yes.

Topline results:

  • Yes: 72.0%
  • No: 28.0%
Participants were then asked how much they would be willing to pay to attend a football/rugby match, with 49.3% suggesting they wouldn’t be willing to pay to see a live match.
  • I won’t pay to see live games: 49.3%
  • £0-£20: 12.9%
  • £21-£40: 12.4%
  • £41-£60: 3.0%
  • I’d pay whatever it cost: 3.0%
  • Depends on the sport: 18.4%
  • Other: 1.0%
Even with results suggesting that the majority of fans are not happy with the prices, some fans were quick to suggest that the prices that clubs charge are reasonable, with some even suggesting they would pay whatever the clubs charged to watch the team they support.
  • 14% of 25-34-year-old male respondents said they’d pay whatever it cost.
  • 67% of 18-24-year-old males believe clubs are asking reasonable prices for tickets to live games
  • 24% of the same age group saying they’d happily pay between £21 and £40 for a ticket to a live game.

With diving opinions, there were some sports fans who remained firmly on the fence, with 18% of those surveyed explaining the price they’re willing to pay for a ticket depends on the sport in question. Some fans also suggested that their decision would come down to what teams they were going to watch and how high profile of a match it was going to be.

Andrew Jones, Content Writer at RugbyStore, said:

The fact that 50% of people won’t go to see live matches because of high ticket prices is a little sad really. I understand that event organisers are tasked to make as much money as possible from each match, but this is leading to profits being prioritised over supporter accessibility, stadium atmosphere and team spirit.

This data was gathered in September 2016 and includes responses from 10,000 people in the UK.

Harlequins RFC to host Leading Sports Performance, Injury & Coaching Summit

The Rugby Innovation Summit
Optimise Performance. Reduce Injury. Increase Involvement.
24th/25th May 2016, London.

The Rugby Innovation Summit 2016 in partnership with Harlequins Rugby and Rugby World Magazine takes place at Twickenham Stoop Stadium, London, on 24th and 25th May 2016 and is truly the first event of its kind. It has been carefully designed to bring the very latest research and innovation to improve coaching, reduce injury and optimise performance. Over two days the event combines content-rich presentations with injury specific medical seminars, live performance testing alongside a Home Nations International Mixed Touch Tournament.

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With over 200 Rugby and Performance Directors from the leading clubs, universities and schools in attendance The Rugby Innovation Summit creates a unique combination of theory and research with live performance and injury reducing technology demonstrations and game play. Showcasing the latest and most innovative research and technology in live scenarios enables Directors of Rugby, Performance Coaches, Sport Scientists and Medical Professionals to see directly how it will impact their team’s performance and welfare on the field.

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Leading figures from the world of Rugby, Contact Sports, Medicine and Sports Science will be in attendance and speakers include:


Dave Alred, Elite Performance CoachPerforming Under Pressure
Daniel Tobin
, Head of FitnessLeinster Rugby
Bill Burgos, Head of Strength & ConditioningOrlando Magic
Mark Bennett, Head of PerformanceBristol Rugby
George Murray
, Head Performance AnalystMunster Rugby


Stephen Aboud, Head of Technical DirectionIRFU
Richie Gray, Breakdown & Defence Specialist, Scotland Rugby
Mike Friday,
 Head Coach, USA 7s
Peter Bracken, Elite Scrum Coach, IRFU
Giles Heagerty, Head Coach, England Counties U18’s


Dr Phil Batty, Clinical Director, Isokinetic London
Mike Loosemore, Chief Medical Officer, GB Boxing
Mike England, Director RFU Injured Players’ Foundation, RFU
Dr James Brown
Chief Medical OfficerGB Triathlon
Dr Wayne Viljoen, Head of Rugby SafetySARU

Why You Should Attend

  • The only rugby specific event for injury prevention and performance
  • 40+ leading speakers from rugby, sport, sports medicine and tech innovation
  • Medical Workshops led by the leading Sports’ Medicine Practitioners
  • Home Nation International Mixed Touch Rugby Tournament with England, Wales, Ireland and Scotland showcasing the latest technology in live scenarios
  • Performance Labs testing and applying the very latest research in sports science
  • Live Demonstration, Performance & Game-Play Area to test the latest innovations and showcase their applicability 

*Register this week using loverugby25 and save 25%. Offer ends 09/04/16