- According to StubHub, ticket sales for women’s sports have increased significantly this year.
- Lionel Messi’s US debut was a big boost for MLS and Inter Miami.
- Taylor Swift has brought strong ticket demand to the NFL’s Kansas City Chiefs this season.
No. 44 Addison O’Grady of the Iowa Hawkeyes hits No. 0 LaDasia of the LSU Lady Tigers during the 2023 NCAA Women’s Basketball Tournament National Championship at American Airlines Center on April 2, 2023 in Dallas, Texas. Rebound against Williams.
C. Morgan Engel | NCAA Photos | Getty Images
2023 was a banner year for women’s sports, according to a new report released Wednesday by StubHub.
Ticket sales for women’s sports on the platform posted record growth, according to the resale site’s annual Live Experience Report.
Nowhere was that more true than in college sports. For the first time ever, women’s basketball Final Four tickets are in higher demand than men’s basketball Final Four tickets on StubHub as the LSU Lady Tigers win their first NCAA Championship. Total sales were six times higher than last year’s women’s tournament, and ticket prices were 15% higher than the men’s Final Four in 2023.
Football often dominates the American sports world, but don’t tell that to Nebraska. This year, the average ticket price for the Nebraska Cornhuskers women’s volleyball team on StubHub was 60% higher than for Cornhuskers football.
The August 30th game between the University of Nebraska and the University of Nebraska Omaha Mavericks drew 92,003 fans, setting a world record for the largest attendance at a women’s sports game. Stubhub says it’s the best-selling volleyball game in the site’s history.
“College sports, no matter the sport, has seen a huge increase in demand for all live events, and of course on the women’s side,” said StubHub spokesperson Adam Buderi.
The WNBA had another big year in 2023, with attendance up 16% and viewership up 21% year-over-year, making it the league’s most-watched season in 21 years. StubHub’s trends reflect the league’s widespread success.
Overall ticket sales for the 2023 WNBA season more than doubled from last year, according to StubHub. Revenue from the Las Vegas Aces’ win over the New York Liberty in the WNBA Finals was the highest in StubHub’s League Championship Series history, tripling from the previous season.
Women’s soccer was also popular. Stabb said this season’s ticket sales are double what they were in 2022, as the National Women’s Soccer League surpasses new milestones in areas ranging from attendance to ratings to team ratings. Angel City FC, a team owned by celebrities such as Natalie Portman and Serena Williams, became the best-selling club on the platform, with sales soaring 62% compared to his 2022 season.
Finally, women’s tennis sales increased by 30% and ticket sales increased by 42% compared to 2022. According to StubHub, after Coco Gauff secured a spot in the US Open finals, her total sales increased by 20% overnight.
At StubHub, we saw several other important trends emerge during a strong year for sports ticket sales.
Inter Miami forward Lionel Messi celebrates after scoring in the first half of the League’s Cup Round of 32 match against Orlando City at DRV PNK Stadium on Wednesday, August 2, 2023 in Fort Lauderdale, Florida. 10 years old). (Matthias J. Ochner/Miami Herald/Tribune News Service via Getty Images)
Matthias J. Ochner | Miami Herald | Getty Images
Lionel Messi’s debut in the United States captured the world’s attention and the wallets of ticket buyers. The average ticket price for an Inter Miami game has nearly tripled on StubHub since the superstar signed with the team in June.
Unsurprisingly, Inter Miami became the best-selling club, outselling the second-place team, LAFC, by 85%.
Messi wasn’t just a good player for Miami. He also helped promote ticket sales on the street. For example, his average price per LAFC season ticket on StubHub was about $145. When the team hosted Inter Miami, the average price rose to more than $800.
Buderi said StubHub expects MLS sales to increase again next year, especially among international fans.
Taylor Swift and Brittany Mahomes react during the Los Angeles Chargers vs. Kansas City Chiefs game at GEHA Field at Arrowhead Stadium on October 22, 2023 in Kansas City, Missouri.
David Urit Getty Images
Taylor Swift’s influence on the NFL season, not to mention her dominance in the music world, is shown in StubHub’s data.
“Taylor Swift is definitely the story of 2023, whether it’s her own tour or the excitement she brings to the NFL,” Buderi said.
The pop singer’s relationship with tight end Travis Kelce meant America’s sweetheart was a frequent guest at Kansas City Chiefs games. The “Blank Space” singer contributed not only to TV ratings but also to ticket sales.
Since Swift’s first appearance against the Chiefs on September 24th, StubHub has seen sales for Chiefs home games more than triple.
Off the football field, Swift’s Elas Tour was the largest in StubHub’s history. She was also her most searched artist of 2023.
Looking ahead to 2024, StubHub says that U.S. buyers account for more than half of the tickets purchased for Swift’s international shows in 2024 on StubHub and viagogo, another platform owned by StubHub. We look forward to another year of strong sales for Swift.
Spanish Ferrari driver Carlos Sainz passes by the Sphere during the Formula 1 Las Vegas Grand Prix at Las Vegas Street Circuit on Saturday, November 18, 2023 in Las Vegas, Nevada.
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Ticketing companies said they are paying close attention to Las Vegas in 2024, when next year’s first Super Bowl will be held.
Sin City has exploded onto the sports scene in recent years, and ticket demand has followed suit. The Stanley Cup-winning Las Vegas Golden Knights are his best-selling NHL team in 2023 on StubHub, with ticket sales nearly triple what they were last year. The NFL’s Las Vegas Raiders are his third highest-grossing team in the league.
StubHub also has a focus on F1, as F1 races account for nearly 40% of major events in 2023.
November’s F1 Las Vegas Grand Prix drew fans from all over the world, making it the third most popular U.S. event for StubHub’s international buyers.
Buderi also said Vegas Sphere, an immersive concert and event venue that opened in September, quickly gained international attention. StubHub expects ticket sales to continue to increase.
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