New research suggests that fans’ enjoyment of sporting events is being significantly compromised by long queues.
Research by cashless solution specialist for the sports, festivals and entertainment venues tappit reveals queueing is the number one cause of frustration.
The survey of over 1,000 UK fans of football, rugby, cricket and motorsports revealed that long queues at food and drinks stands are considered the worst part of buying something at a match by 73 per cent of football fans, 62 per cent of rugby fans, 54% per cent of cricket fans and 49 per cent of motorsports fans.
The data also suggests that the marketing fans receive from clubs and venues does not do enough to foster loyalty, with many respondents reporting that they are sent ‘generic offers’.
The research also highlights the areas in which organisers could improve the sporting experience for fans.
The study found that the majority of fans across all sports would prefer to use contactless, NFC or prepaid cards or wristbands to pay for something at a match over cash.
Jason Thomas, CEO of tappit, said: “Our research shows that fans are clearly expecting more from their live sports experience. And while sectors like retail and hospitality are forging ahead with ways to enhance the consumer experience, there’s still more that sports clubs and venues can do.
With more and more competition for people’s attention and spend, hopefully this will be the wake-up call that the sports industry needs to ensure fans keep coming back for more.”