Core Insights - The report "The Cost of Fandom" by Ally Bank reveals that sports fans are driven by passion rather than financial planning, with 57% admitting to overspending and 85% having no dedicated savings for fandom [1][2] - Millennials lead in spending on fan-related activities, averaging $2,050 annually, while Gen Z spends about $1,550 [1][2] - There is a notable increase in spending on women's sports, with 67% of fans indicating their spending has either increased (22%) or remained the same (45%) [14] Spending Behavior - On average, sports fans spend $1,600 per year, with "fanatical" fans spending nearly $2,200 [7] - The primary areas of overspending include tickets (60%), food & drink (54%), apparel (47%), and travel (36%) [7] - Millennials are less likely to have a firm budget for sports spending, with 43% lacking one, while Gen Z is slightly more responsible at 37% [7] Gender Differences in Fandom - Spending patterns differ between men and women, with women favoring social fandom activities and men leaning towards high-spend, experiential fandom [2][7] - Women are more likely to gather at friends' houses (52% vs. 46%) and host watch parties (31% vs. 26%), while men are more inclined to travel for games (31% vs. 25%) [7] Community and Values - Approximately 33% of millennials and 31% of Gen Z feel connected through their sports spending, highlighting the community aspect of fandom [2] - Gen Z fans show a strong commitment to women's sports, with 31% emphasizing the importance of being a women's sports fan and 40% viewing it as a form of supporting equality and empowerment [3][14] Financial Wellness Initiatives - Ally Bank promotes a values-based spending plan to help fans align their finances with their passions, enhancing both financial health and community connection [4][10] - The introduction of the Money Roots program aims to improve financial habits and decision-making among fans [10]