Sports tourism rises as Super Bowl drives demand for premium experiences

Sports tourism is among the fastest-growing travel sectors, and premium Super Bowl packages — which include hospitality and post-game field access — start at about $6,500 per person, with top-tier options selling out.

Sports tourism is expanding as travelers seek immersive, shareable experiences around major events. Premium hospitality packages for the Super Bowl now bundle meet-and-greets, curated cuisine and post-game field access. Event organisers and hospitality firms report rising sales and higher revenues compared with last year. Industry reports and providers say the trend reflects broader growth in the experience economy. Key details: - The World Economic Forum reported sports tourism made up about 10% of global travel spending in 2025 and has grown at a roughly 28% compound annual rate since 2020. - On Location, the NFL's official hospitality provider, offered Super Bowl packages starting at about $6,500 per person; some higher-tier options were listed up to $34,500 and top-tier packages have sold out. - On Location reported a 17% year-on-year increase in Super Bowl hospitality packages sold and a 19% revenue increase compared with last year. - Confirmed360, a premium concierge service, said fully customised, high-end packages for the Bay Area market can top $2 million and noted corporate demand from large tech firms and venture capital clients. - This season includes other major events, such as the Milano Cortina Winter Olympics and the World Cup, which providers say contributes to unusually high demand in sports hospitality. Summary: The rise in sports tourism is shifting travel spending toward immersive, event-centred hospitality and experiences, contributing to faster revenue growth in the sector. Providers describe this season — with the Super Bowl, the Milano Cortina Winter Olympics and the World Cup — as particularly active for premium offerings. Undetermined at this time.