The fans who commit the most money and the most nights are often the ones teams worry about least. The 2026 data suggests they deserve the most attention.
According to Alchemer’s 2026 Fan Experience Report Card, season ticket holders say they’re “constantly” nickel-and-dimed at nearly double the rate of single-game buyers (50% vs. 25%). Suite and premium buyers are higher still at 52%. The best customers in the building meet fee creep most often, and they feel it most.
TL;DR — key takeaways
- 50% of season ticket holders feel constantly nickel-and-dimed, versus 25% of single-game buyers, per Alchemer’s 2026 Fan Experience Report Card.
- Suite and premium buyers report the highest rate at 52%.
- 68% of frequent, self-described big fans forgive a losing team more readily than a poor venue experience.
- Only about 11% of those fans would forgive the reverse.
- 43.2% of fans are considering a ticket upgrade.
Who are a venue’s most at-risk fans?
The most committed ones. Here’s how often each buyer type says they feel constantly nickel-and-dimed, per Alchemer’s 2026 Fan Experience Report Card:
| Buyer type | Feel “constantly” nickel-and-dimed |
|---|---|
| Suite and premium buyers | 52% |
| Season ticket holders | 50% |
| Single-game buyers | 25% |
The pattern makes sense. Fans who attend most often see every fee, every upsell and every price change. Each charge is small. Across a full season, those charges add up to a retention risk inside the most valuable segment a venue has.
Do fans forgive a losing season more than a bad venue experience?
Big fans do. Among fans who attend often and call themselves big fans, 68% are more forgiving of poor team performance than of a poor experience at the venue. Roughly 11% would forgive the reverse.
Casual, infrequent attendees look different. 49% of that group calls it a wash. The deeper the fandom, the more weight the venue experience carries. A front office can’t control a losing streak. A venue can control the gate line, the concourse and the fees.
What makes fans more likely to upgrade?
A clear next step. 43.2% of fans are considering a ticket upgrade, one reason the report card grades overall fan sentiment an A-. The recommendation from the data: offer a partial plan priced against what fans already spend per game, right after a visit they rated highly. The best moment to ask for a bigger commitment is right after a great night.
Keep your best fans close. Alchemer helps teams and venues segment fan feedback by ticket type, flag at-risk season ticket holders and close the loop before renewal season. Explore Alchemer for Sports and Venues →
How can teams retain season ticket holders?
Treat the segment as its own audience. The full report shows how sentiment, value and upgrade intent shift by ticket type. Four moves follow from the data:
- Simplify the bill for members. All-in pricing and bundled parking or concessions matter most to the fans who pay most often.
- Survey by segment. Track season ticket holder and premium sentiment separately from the overall average, where a decline is easy to miss.
- Protect the game-day experience. Superfans forgive losing. They’re less forgiving of long lines and missing staff, so prioritize the operational issues they report.
- Close the loop before renewal. A “you asked, we fixed it” message ahead of renewal shows members their feedback shaped next season.
Want the full report? Download the complete 2026 Fan Experience Report Card for Sports Venues and Teams for the complete segment breakdowns, upgrade-intent data and the venue experience findings that matter most to superfans.
Methodology: Alchemer surveyed 1,064 U.S. fans who attended a professional or college sporting event in the past 12 months. The 2026 study covers ticket value, venue experience, technology and fan feedback.
FAQ
Q: Do season ticket holders feel nickel-and-dimed?
A: Yes. 50% of season ticket holders say they’re constantly nickel-and-dimed, compared with 25% of single-game buyers, according to Alchemer’s 2026 Fan Experience Report Card.
Q: Do sports fans care more about winning or the venue experience?
A: Among frequent big fans, 68% forgive poor team performance more readily than a poor venue experience, per Alchemer’s 2026 data.
Q: How many fans are considering a ticket upgrade?
A: 43.2% of fans say they’re considering an upgrade, according to Alchemer’s 2026 Fan Experience Report Card.
Q: How can teams improve season ticket holder retention?
A: Simplify pricing, track the segment’s feedback separately, fix the operational issues members report and close the loop before renewal.