The Super Bowl is a spectacle like no other. For many, the halftime show is just as important as the game itself. With American sports like American football’s NFL and baseball’s MLB gaining traction in the UK, should British sports and events embrace a more American-style entertainment approach? Or is the magic of UK events rooted in their raw, fan-driven atmosphere?
From the rise in popularity of MLB events to arts festival SXSW’s debut in London, it’s clear that event organizers are experimenting with new ways to engage fans across the pond, but the challenge remains: how do you introduce more entertainment without losing the fundamentals of what has made that sport special and appealing to its core fans?
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UK vs. US: A tale of two fan cultures
At the heart of this conversation lie cultural differences. American audiences are used to a full entertainment package when attending live sports events. Pre-game hype, halftime shows, and interactive segments all form a key part of the fan engagement experience in the US.
In contrast, UK fans tend to focus more on the game, with traditions such as singing, chanting, and club loyalty taking precedence. This difference is particularly evident in stadium atmospheres where British soccer crowds generate organic energy through decades-old chants (think ‘Glory Glory Man United’) and matchday rituals, whereas American sports rely on structured entertainment such as jumbotron prompts and MC-led hype; encouraging audiences to “Get Loud” alongside cheerleaders and choreographed crowd moments.
Even pre-game rituals differ significantly. In the UK, fans typically gather in pubs before heading to the stadium. However, in the US, tailgating (a mass gathering in car parks often involving grilling food and drinking) is a major event itself, transforming the build-up into a social experience that often rivals the game.
What works? What doesn’t?
Certain factors of American entertainment resonate well with UK audiences:
- Live music and visual spectacles – The FA Cup and Champions League Finals have experimented with pre-game performances, with pyrotechnics and light shows being well received by British audiences.
- Tech integration – Real-time stats, replays, and interaction have offered clear added value, particularly for younger audiences.
- Family attraction – The Women’s Super League and Rugby SVNS have successfully introduced family-friendly activations, broadening their appeal and audience and baking in longevity by drawing in new generations.
However, not everything translates smoothly:
- Cheerleaders and forced crowd choreography – While common in US sports, cheerleading has not resonated with UK audiences. Similarly, prompts like “make some noise” can feel out of place in a soccer setting where organic crowd energy is abundant.
- Constant distractions – American sports feature more frequent breaks, allowing for entertainment to be seamlessly integrated. In soccer, where the game flows uninterrupted, mid-game distractions feel unnatural.
- Over-commercialization – UK fans are increasingly aware of the commercialization of sports, but the level of advertising and sponsorship seen in the US can feel intrusive.
The influence of US sports on UK events
As the NFL, NBA, and MLB continue to grow their presence in the UK, British sports have started adopting American tactics. For example, Premier League clubs use cinematic video packages and dramatic light shows to heighten excitement before matches. Additionally, major events like The FA Cup and Carabao Cup Finals now feature musical performances.
Beyond soccer, cricket’s The Hundred has introduced elements similar to NBA’s quarter-break entertainment and Harlequins’ Big Game in rugby has embraced pre-match hype with live DJ sets and elaborate player entrances, proving that a balance can be struck enhancing the fan experience and attracting new waves of spectators without diluting the sport’s heritage.
But this shift isn’t just about copying the US, it’s about meeting the changing expectations of younger fans. A PwC survey found that 62% of younger fans want a unique and memorable experience when attending live sports. If UK sports events fail to evolve, they risk losing future generations of fans.
Balancing tradition with innovation
British soccer has deep-rooted traditions. The passion of the fans is what makes the Premier League and lower-league matches so compelling. But even here, younger fans are seeking more than just the game itself, they want an experience.
Clubs and event organizers need to walk a fine line. The success of the Harlequins’ Big Game, which blends sport with entertainment while maintaining a strong rugby identity, proves it can be done. As the event now accounts for nearly 10% of the club’s annual revenue, it highlights the commercial viability of enhanced entertainment.
The challenge is making large-scale entertainment feel organic rather than forced. The best approach? Build on existing traditions rather than impose foreign ones.
It's all about the fans.
The fan experience is so important that clubs and leagues are continuously seeking new ways to enhance game day, augmenting the core sporting action with additional engagement, live entertainment, and interactive elements.
While the Premier League has traditionally relied on the raw energy of its fans, the global nature of soccer means it may need to adapt selectively to maintain engagement, especially among younger demographics.
This trend is particularly evident in newer, short-format sports like The Hundred, MLB’s Home Run Derby X, and Liv Golf, which all integrate music, pyrotechnics, and crowd participation to attract younger and more diverse audiences. Outside of the UK, Rugby SVNS and the DP World Tour Championship put on incredible fan zones for fans, families, and casual attendees.
It is here where enhanced entertainment is less likely to be seen as a distraction and more as an added value to the event, resonating with a younger fanbase that actively seeks new experiences and entertainment and who are willing to spend larger amounts to achieve such things.
A new era of UK events?
The arrival of SXSW in London signals a broader trend: globalization. It’s not necessarily about the UK adopting American events but recognizing that major events can exist in multiple regions while retaining their core identity.
Whether through tech-driven features, immersive fan zones, or carefully curated entertainment, the future of UK events lies in striking the right balance between spectacle and authenticity. The magic of British sport isn’t just in the spectacle – it’s in the fans. And that’s something no halftime show can replicate.
