Super Bowl-style halftime shows would ‘improve’ sport atmosphere in UK fans say | UK | News
One-third of fans watch the Super Bowl at halftime (Image: Getty Images)
British sports fans are calling for a taste of American stadium culture; new research reveals a strong desire for US-style entertainment such as elaborate halftime shows, kiss cams and even tee balls to be introduced at venues in the UK.
A survey of 2,000 sports fans found 35% believed British sport lacked the “glitz and glamor” often seen at major American events. Many would welcome American Football-style halftime entertainment, more celebrity attendance and the presence of cheerleaders.
Fans also suggested more dramatic features, such as improved lighting displays after goals and pre-game player introductions complete with music and light shows. There is also a desire to ‘follow behind’; Transforming matchday car parks into social spaces for drinks and barbecues before kick-off.
The research found that 30% of fans believe incorporating American-inspired elements will help improve stadium atmospheres. A similar number of people thought it would make sport more entertaining for casual spectators, while 28% said it would help matchdays feel like a more well-rounded event.
The study, commissioned by Popeyes to celebrate the launch of extended opening hours until 4am in select locations for this weekend’s Super Bowl, highlighted increased interest in US sports.
61% of fans’ interest has increased over the past five years, with one in six planning to watch the New England Patriots-Seattle Seahawks game on Sunday, February 8.
A spokesperson for the brand said: “Major sporting events in America often feel like full-scale events. And that sense of occasion, combined with music, food and shared moments, can make live sport more accessible and enjoyable for everyone.”
On average, Brits who watch American sports have been doing so for six years. The halftime show is now a big draw for 32% of viewers, second only to the sport itself (51%).
Interestingly, 24% were intrigued by sports documentaries, and 23% said curiosity about the culture surrounding these sports triggered their interest.
According to the survey conducted by OnePoll, more than half (54%) of those who planned to stay up throughout the night and watch live even took the next day off work.
However, 55% of sports fans will order food while watching games at home, while 65% of those who stay up all night in 2025 said they have difficulty getting takeout.
Spokesperson for Popeyes, which also launched its New Orleans-inspired campaign Recoil CollectionHis signature dip, including sandwiches and wraps, added: “The second Sunday in February is a huge TV moment around the world.
“And because of our roots in the U.S., we thought it only right to bring an extra bit of New Orleans energy to our customers.”
20 IMPORTANT ASPECTS THAT AMERICAN ATHLETES WANT TO SEE:
- Part time shows
- Cheer-leader
- Celebrity appearances or guest presenters
- Product gifts during matches
- American-style food and beverage concessions
- More impressive use of large screens and graphics
- Post-game entertainment (e.g. concerts or fireworks)
- In-stadium DJs and live music between games
- Larger, more interactive fan areas outside the stadium
- Fan cams displayed on big screens (e.g. dance cam, celebrity cam)
- t shirt balls
- Improved lighting shows after goals
- Pre-game player introductions with music and lighting
- Entertainment on the field or courtside during the break
- kiss cams
- Pre-match fan festivals
- Pyrotechnics and special effects
- Themed match days (e.g. colorings, retro nights)
- More detailed trophy presentations
- Tailgating (e.g. socializing, eating and drinking around the stadium before the game, often from the boot of a car)
