Key Takeaways
- A new EMARKETER and DICK’S Media survey of 662 US adult parents finds 63.0% identify as sports parents, and 84.2% say being a sports parent influences their purchase decisions.
- Sports parents are more than 50% more likely than non-sports households to visit quick-service restaurants multiple times per week, and twice as likely to spend $300 or more per month on QSR meals.
- Nearly half (49.6%) of sports parents are “very likely” to buy or lease a new vehicle in the next two years, compared with 25.7% of non-sports parents.
- Sports parents are more than three times as likely as non-sports parents to have taken a trip in the past year for a child’s activity, with travel decisions weighted toward price, convenience, and family amenities.
- 95.9% of sports parents say their purchase decisions are influenced by other sports families, turning a single buy into a peer multiplier across teams and leagues.
A Sports-Parent Mindset Built on Active Brand Evaluation
Youth sports has become a defining life stage for the majority of US families, according to a new EMARKETER and DICK’S Media survey of 662 US adult parents fielded in February 2026. Nearly two-thirds (63.0%) of US parents identify as sports parents, and 84.2% say that role influences their purchase decisions. Of those, 41.5% say it influences buying “a great deal.”
The mindset breakdown shows where that influence concentrates. Among sports parents, 42.7% say they actively invest in products and services that support their child’s success, 24.7% say they look for value but will spend when necessary, and 23.0% prioritize convenience due to busy schedules. Only 6.0% try to minimize extra spending, and 3.6% say sports does not significantly impact their purchasing.
Brand loyalty is not a given. Just over a third (38.4%) of sports parents say they rely on the same brands “often,” while 49.2% report they do not consistently stick to the same brands. More than half (53.5%) make unplanned purchases “often” or “very often” because of a child’s sports activities. The combination of frequent decisions and active reevaluation creates a steady opening for new entrants in adjacent categories.
Game Days and Tournaments Trigger Higher-Value Trade-Ups
Compared with non-sports days, 60.2% of sports parents say they spend more on game and practice days. That breaks down to 20.1% spending “significantly more” and 40.1% spending “somewhat more.” During heavy sports periods, parents trade up across categories: 50.4% report buying higher-quality snacks, 49.6% pay more for better restaurants, 35.0% spend more on nicer hotels or lodging, and roughly one in four invest in better vehicle features or upgrades.
The trade-up extends to gear itself. Nearly half (47.7%) of sports parents say they are likely to trade up during sports seasons for better equipment and apparel, reinforcing how this life stage drives incremental spending.
Sports households also report higher incomes that support these decisions. 49.4% of sports parents earn over $100,000, compared with 25.7% of non-sports households. Income alone does not explain the spending pattern, but it does enable the willingness to pay more for quality, convenience, and brand fit.
Dining and QSR Frequency Becomes a Recurring CPG Touchpoint
Time spent in youth sports environments converts directly into food and beverage spending. Sports households are roughly 50% more likely to purchase snacks and drinks multiple times per week than non-sports households, creating recurring purchase opportunities throughout the season rather than one-time wins.
Quick-service restaurants benefit from the same dynamic. Sports parents are over 50% more likely than non-sports parents to visit QSRs multiple times per week, and twice as likely to spend $300 or more per month on QSR meals. Monthly QSR spend distributes broadly: 12.7% spend under $50, 29.5% spend $50 to $99, 30.9% spend $100 to $199, 17.0% spend $200 to $299, and 9.8% spend $300 or more.
When asked why they prioritize a given QSR, sports parents cite price (64.0%), convenience (50.6%), and speed of service (39.1%) as the top three drivers. A higher share of sports parents (26.6%) prioritize healthy menu options compared with non-sports parents (17.6%), and 23.0% value a QSR rewards program. EMARKETER projects US CPG advertisers will spend $58.85 billion on digital ads in 2026, the second-highest category behind retail.
Automotive and Travel: Big-Ticket Decisions Shaped by Sports Schedules
The family vehicle has become a piece of sports infrastructure. Sports parents are nearly twice as likely as non-sports parents to be “very likely” to buy or lease a new vehicle in the next two years (49.6% versus 25.7%). They are also far more open to paying up: 42.9% would “definitely” consider paying more for a vehicle that better fits their family’s lifestyle, compared with 22.9% of non-sports parents. Top vehicle considerations are price (54.9%) and safety features (43.4%). Vehicle mix among sports households skews to SUVs (53.2%), followed by sedans (26.6%), pickup trucks (9.1%), minivans (7.2%), and other (3.8%). EMARKETER forecasts US automotive advertisers will spend $24.49 billion on digital ads in 2026.
Travel shows an even sharper differentiation. Sports parents are more than three times as likely as non-sports parents to have taken a trip in the last year for a child’s activity, and far more likely to spend over $3,000 on non-work trips covering hotels, gas, and rental cars. Travel decision drivers are price (66.4%), convenience (44.1%), and family amenities (41.7%). Sports parents also index higher on long-term brand relationships: 29.7% cite loyalty rewards as important when making travel purchases, versus 16.7% of non-sports parents, and 36.9% cite brand trust, versus 19.6% of non-sports parents. EMARKETER projects US travel digital ad spend will reach $9.30 billion in 2026.
Peer Influence and the Retail Media Opening
Sports families do not make these decisions in isolation. 95.9% of sports parents say their purchase decisions are influenced to some extent by other families, meaning a single positive experience with a snack, hotel, or vehicle can move quickly through a roster, then a league.
That dynamic is reshaping where brands need to show up. EMARKETER projects US commerce media ad spend will reach $81.87 billion in 2026, up 20.2% year over year, with $71.98 billion of that going to retail media ads. DICK’S Media positions itself in this market with access to 45 million-plus DICK’S Sporting Goods athletes.
“Retail media’s next phase of innovation will not come solely from adding more sponsored placements to ecommerce sites. It will come from activating owned ecosystems that capture high-value audiences around specific behaviors or life stages,” said EMARKETER principal analyst Sarah Marzano.
Messaging matters at the point of contact. Asked which messages most influence their purchase decisions (up to three selections), sports parents pick “helps my child perform better” (47.7%), “keeps my family comfortable” (44.8%), “saves me time” (44.1%), “reduces stress for parents” (35.5%), and “makes travel easier” (34.8%). Loyalty and rewards messaging registers with 24.9% of the segment.
What This Means for Youth Sports
The EMARKETER and DICK’S Media data reframes youth sports from an activity category into a recurring purchase environment that touches CPG, QSR, automotive, and travel budgets. Sports parents earn more, spend more on game days, switch brands more readily, and influence each other at near-universal rates. That combination of frequency, openness, and peer reach is what makes the sidelines a distinct retail-media surface area rather than a niche audience segment.
For operators, leagues, and rights holders inside the youth sports ecosystem, the takeaway is straightforward. Brands across multiple categories now have measurable reasons to show up at games, tournaments, facilities, and on the digital platforms families use to coordinate the season. The path runs through retail media networks, sports retailers, and any environment where families are already organizing, communicating, and deciding.
YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.
About Youth Sports Business Report
What is YSBR? Youth Sports Business Report (YSBR) is the largest and most trusted source for youth sports industry news, insights, and analysis in the United States. Founded by Cameron Korab, YSBR is the premier B2B publication dedicated to the $54 billion youth sports market. With over 50,000 followers and millions of monthly views and impressions, YSBR publishes daily across its blog, weekly newsletter, LinkedIn, Facebook, Instagram, X, and Substack.
What does YSBR cover? YSBR delivers original reporting, market intelligence, and business analysis across youth sports facilities, sponsorship and brand partnerships, private equity and venture capital investments, NIL policy and compliance, coaching development, sports technology platforms, equipment and apparel innovation, tournaments and events, community sports initiatives, and parent resources. YSBR is read by industry executives, facility operators and developers, institutional investors, league administrators, sports technology founders, and youth sports parents who rely on accurate, sourced reporting to make informed business decisions.
Who reads YSBR? YSBR is read by youth sports industry executives, institutional investors, facility operators and developers, brand and sponsorship professionals, league administrators, youth sports parents, and sports business professionals shaping the future of youth athletics.
Subscribe to Youth Sports HQ, the largest and most trusted newsletter covering the business of youth sports. Thousands of industry leaders rely on Youth Sports HQ for curated news, analysis, and business intelligence delivered weekly. Youth Sports HQ is the most-read newsletter in the youth sports business space.
Looking for your next role in youth sports? Visit the YSBR Youth Sports Job Board, the most comprehensive job listing destination for careers in youth sports. Browse open positions across facility management, league operations, coaching, sports technology, marketing, and more from organizations hiring across the $54 billion youth sports industry.
Follow Youth Sports Business Report (YSBR) across platforms: LinkedIn | Facebook | Instagram | X | Substack
Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?
Introducing Vertical Sports, an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Every Fan, Every Level.
About Vertical Sports
Vertical Sports is an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Our mission is to simplify and navigate the ecosystem for clients. Complete visibility. Optimal paths. Maximum efficiency. EVERY FAN. EVERY LEVEL.
Why Sponsor Youth Sports?
Youth sports represents one of the most engaged and passionate audiences in sports marketing. With over 70 million young athletes and their families participating annually, the youth sports industry offers brands unparalleled access to motivated communities with strong purchasing power and loyalty. Youth sports sponsorship is one of the fastest-growing segments in sports marketing, giving brands the ability to connect with families at the local, regional, and national level.
Are you a brand looking to invest in youth sports? Please reach out to info@verticalsports.us.
Common Questions About Youth Sports Marketing
Where can I sponsor youth sports? How do I activate in youth sports? What is the ROI of youth sports marketing? How much does youth sports sponsorship cost?
We have answers. Reach out to info@verticalsports.us to learn how Vertical Sports can help your brand navigate the sports marketing landscape.
If you are a youth sports organization interested in sponsor or partnership opportunities please reach out to learn about our accreditation process.
