The Cost of Fandom: Ally Bank Finds Sports Fans Breaking the Bank for the Love of the Game
Ally (NYSE: ALLY) released the "Cost of Fandom" report on Oct 15, 2025 showing fans prioritize spending for community and identity over savings. Key findings: average fan spend is $1,600/year, "fanatical" fans spend $2,200, millennials spend $2,050 and Gen Z $1,550. 57% admit overspending and 85% have no dedicated fandom savings. Men's sports receive ~90% more spend than women's ($950 vs $500).
The report highlights growing support for women's sports (67% say spending increased or stayed same) and recommends values-based budgeting and Ally's Money Roots program to improve money wellness.
Ally (NYSE: ALLY) ha pubblicato il rapporto "Cost of Fandom" il 15 ottobre 2025 che mostra come i fan diano priorità alla spesa per comunità e identità rispetto al risparmio. Risultati chiave: la spesa media dei fan è 1.600 dollari/anno, i fan fanatici spendono 2.200 dollari, i millennial spendono 2.050 dollari e la Gen Z 1.550 dollari. 57% ammettono di spendere oltre il dovuto e 85% non hanno alcun risparmio dedicato al fandom. Lo sport maschile riceve circa 90% in più di spesa rispetto a quello femminile ($950 vs $500).
Il rapporto evidenzia un crescente sostegno agli sport femminili (67% dice che la spesa è aumentata o è rimasta invariata) e raccomanda una pianificazione del budget basata sui valori e il programma Money Roots di Ally per migliorare il benessere finanziario.
Ally (NYSE: ALLY) lanzó el informe "Cost of Fandom" el 15 de octubre de 2025 mostrando que los fans priorizan gastar en comunidad e identidad por encima del ahorro. Hallazgos clave: el gasto medio de los fans es de $1,600/año, los fans fanáticos gastan $2,200, los millennials gastan $2,050 y la Gen Z $1,550. 57% reconocen gastar de más y 85% no tiene ahorros dedicados para fandom. El deporte masculino recibe ~90% más gasto que el femenino ($950 vs $500).
El informe destaca un apoyo creciente a los deportes femeninos (67% dice que el gasto ha aumentado o se ha mantenido igual) y recomienda presupuestación basada en valores y el programa Money Roots de Ally para mejorar el bienestar financiero.
앨리(NYSE: ALLY)는 2025년 10월 15일에 “Cost of Fandom” 보고서를 발표했고 팬들이 저축보다 커뮤니티와 아이덴티티를 위한 지출을 우선시한다는 것을 보여줍니다. 주요 발견: 팬의 평균 지출은 $1,600/년, 광팬 팬은 $2,200 지출, 밀레니얼 세대는 $2,050, Z세대는 $1,550입니다. 57%가 과소비를 인정하고 85%는 팬덤 저축계좌가 없습니다. 남성 스포츠는 여성 스포츠보다 약 90% 더 지출합니다($950 대 $500).
보고서는 여성 스포츠에 대한 지지가 증가하고 있음을 강조하며(67%가 지출이 증가했거나 변하지 않았다고 응답) 가치 기반 예산 편성 및 Ally의 Money Roots 프로그램을 통해 재정 건강을 향상시킬 것을 권고합니다.
Ally (NYSE: ALLY) a publié le rapport "Cost of Fandom" le 15 octobre 2025 montrant que les fans privilégient les dépenses pour la communauté et l'identité plutôt que l'épargne. Faits clés : la dépense moyenne des fans est de $1,600/an, les fans fanatiques dépensent $2,200, les millennials dépensent $2,050 et la Gen Z $1,550. 57% admettent dépenser trop et 85% n'ont pas d'épargne dédiée au fandom. Les sports masculins reçoivent environ 90% de dépense de plus que les sports féminins ($950 vs $500).
Le rapport met en évidence un soutien croissant aux sports féminins (67% disent que les dépenses ont augmenté ou sont restées les mêmes) et recommande une budgétisation basée sur les valeurs ainsi que le programme Money Roots d'Ally pour améliorer le bien-être financier.
Ally (NYSE: ALLY) veröffentlichte den Bericht „Cost of Fandom“ am 15. Oktober 2025 und zeigte, dass Fans Ausgaben für Gemeinschaft und Identität über Sparen stellen. Zentrale Ergebnisse: Die durchschnittliche Fan-Ausgabe beträgt $1,600/Jahr, fanatische Fans geben $2,200 aus, Millennials $2,050 und Gen Z $1,550. 57% geben an, zu viel auszugeben, und 85% haben kein eigenes Fandom-Sparen. Männersport erhält ca. 90% mehr Ausgaben als Frauensport ($950 vs $500).
Der Bericht hebt wachsende Unterstützung für Frauensport hervor (67% sagen, dass Ausgaben gestiegen oder gleich geblieben sind) und empfiehlt wertebasierte Budgetierung sowie Ally's Money Roots-Programm zur Verbesserung des Geldwohls.
Ally (NYSE: ALLY) أصدرت تقرير Cost of Fandom في 15 أكتوبر 2025 يكشف أن المشجعين يفضلون الإنفاق على المجتمع والهوية بدلاً من الادخار. النتائج الرئيسية: المتوسط العام لإنفاق المشجعين هو $1,600/سنة، المشجعون المهوّسون ينفقون $2,200، جيل الألفية ينفقون $2,050 وGen Z $1,550. 57% يعترفون بأنهم ينفقون أكثر من اللازم و85% ليس لديهم ادخار مخصص للمجتمع المعجب. الرياضة لدى الرجال تتلقى نحو 90% أكثر إنفاقاً من الرياضة النسائية ($950 مقابل $500).
يسلط التقرير الضوء على دعم متزايد للرياضات النسائية (67% يقولون إن الإنفاق زاد أو بقي كما هو) ويوصي بميزانية قائمة على القيم وبرنامج Money Roots من Ally لتعزيز الرفاه المالي.
Ally (NYSE: ALLY) 于 2025年10月15日发布了“Cost of Fandom”报告，显示粉丝将社区和身份的支出置于储蓄之上。 关键发现：粉丝的平均支出为 $1,600/年，狂热粉丝 支出为 $2,200，千禧一代支出为 $2,050，Z世代为 $1,550。57% 承认花费过多，85% 没有专门的粉丝财政储蓄。男性体育支出比女性体育多约 90%（$950 对 $500）。
报告强调对女子运动日益增长的支持（67% 表示支出增加或保持不变），并建议基于价值观的预算规划以及 Ally 的 Money Roots 计划，以提升资金健康。
- Average fan spending is $1,600 per year
- Fanatical fans spend nearly $2,200 annually
- Millennials lead spending at $2,050 per year
- 67% report women's-sports spending increased or stayed same
- 57% of fans admit to overspending on fandom
- 85% have no dedicated savings for fandom costs
- Spending gap: men's sports $950 vs women's $500 (≈90% higher)
- 43% of millennials lack a firm sports budget
Spending fueled by passion, not planning:
Nearly 7 in 10 fans (
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 (
"It's clear that fandom transcends mere dollars and cents: it's about identity, community and being part of something bigger. You can't put a price tag on that," said Lindsay Sacknoff, head of consumer banking at Ally. "We believe there's no shame in spending – even splurging – on the things that bring you joy. At the same time, fandom should not come at the cost of your financial health and overall wellbeing. Setting aside a realistic budget to support your passions will help ensure the most stressful part of gameday is the number on the scoreboard, not what's in your bank account."
Women's sports are gaining ground — and fans across demographics, from men to Gen Z, are driving the momentum. Roughly 1 in 3 Gen Z fans (
"More and more fans are choosing to spend, save and give with intention, especially in support of women's sports where every dollar helps fuel representation and growth," said Jack Howard, head of money wellness at Ally. "To help fans make the most of their gameday experiences, we recommend creating a values-based spending plan, which aligns your money with what matters to you most. This approach doesn't just strengthen your finances; it strengthens your sense of community and brings joy, and that's what real fandom is all about."
Fandom Isn't Free – And Many Are Going Into Overtime on Spending
- On average, sports fans spend
$1,600 $2,200 - Tickets (
60% ) and food & drink (54% ) are the top overspending culprits overall, with apparel (47% ) and travel (36% ) closely following. - Millennials may spend more overall, but
43% of millennial fans say they don't have a firm sports budget. Gen Z is slightly more responsible, with37% operating without a budget. - Gen Z fans overspend the most frequently compared to other generations, with
43% reporting they do so a few months out of the year or more often.
The Sports Fan Playbook: His vs Hers
- Women favor certain social fandom activities more than men. They are more likely to gather at friends' houses (
52% vs.46% ) and host watch parties (31% vs.26% ) — embracing fandom as a source of belonging, community and expression. - Men lean toward more high-spend, experiential fandom. They're more likely to travel long distances for games (
31% vs.25% ) and splurge on tickets and VIP packages — signaling a willingness to go all-in on live experiences. - Overall, sports fans feel the greatest ways they can contribute to the further growth of their favorite sports are: watching games to boost ratings (
46% ), attending games in-person (40% ), and wearing apparel (38% ) to represent the teams they support.
Women's Sports: Working to Level the Playing Field
- Nearly 7 in 10 fans (
67% ) say spending on women's sports has increased (22% ) or stayed the same (45% ). - Only
24% say they have not spent any money on women's sports. - Average spend on men's sports is
90% higher than spend on women's sports – with overall spending on men's sports being$950 $500 - Men outspend women on women's sports annually (
$600 $400
Aligning your spending with your personal values allows you to spend on what truly matters to you, without the guilt. Last year, Ally introduced Money Roots™, a free financial wellness program to help people uncover how their money mindset impacts their spending, saving and investing decisions – and vice versa. The program offers four free, one-hour workshops for customers and non-customers alike. For more information on how Ally is meeting people where they are to improve money habits and financial futures for all, visit ally.com/moneyroots.
Press Kit: Full survey data from the Cost of Fandom report is available here.
Survey Methodology details available upon request.
*Fanatical fans defined as those who self-identify as being fanatical about at least one sport, spending more on average and participating in more activities compared to general sports fans.
About Ally Financial
Ally Financial Inc. (NYSE: ALLY) is a financial services company with the nation's largest all-digital bank and an industry-leading auto financing business, driven by a mission to "Do It Right" and be a relentless ally for customers and communities. The company serves customers with deposits and securities brokerage and investment advisory services as well as auto financing and insurance offerings. The company also includes a seasoned corporate finance business that offers capital for equity sponsors and middle-market companies. For more information, please visit www.ally.com.
Ally Bank, Member FDIC. For more information and disclosures about Ally, visit https://www.ally.com/#disclosures.
For further images and news on Ally, please visit http://media.ally.com.
CONTACT
Megan Rivers; Ally Communications
Megan.Rivers@Ally.com
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SOURCE Ally Financial
FAQ
What are the headline spending figures in Ally's Oct 15, 2025 Cost of Fandom report (ALLY)?
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