The Fandom Effect: Sports Urbanism 2026

As the first phase of a multi-part study of sports-anchored mixed-use districts (SMDs) conducted by Gensler before, during, and following the 2026 FIFA World Cup, Gensler and Oxford Economics surveyed 5,858 people in 17 North American cities to understand their experiences and preferences for sports stadiums and the districts that surround them. Findings were used to establish a pre-tournament baseline to understand engagement and experiences with these venues across the host region.

The results made clear that visiting a stadium has become about much more than the game. Fans travelling from near and far want to take advantage of everything stadiums and their surrounding neighborhoods have to offer, from dining and retail to fan experiences. Visitors often turn a game into a full day out, while avid fans see a stadium not just as a place to watch sports, but as a part of a routine. Additionally, on days without an event scheduled, stadiums have the potential to draw larger audiences through communal events and family-friendly programming. Many avid fans (64%) already make use of these areas, while an overwhelming 94% of those surveyed claim they would make use of the area surrounding a stadium if their preferred programming was in place.

There are also challenges to this expanded use. Lack of safety, limited access due to inconvenient locations, and the rising costs of attendance deter many from becoming frequent visitors to these districts. 85% claim ticket prices have become too expensive, and nearly a fifth (16%) have avoided a venue in the past due to safety concerns.

Learn more about the full study and read The Fandom Effect: Sports Urbanism 2026 here.