How MLB can build on its rising in-stadium momentum?

Major League Baseball has enjoyed a notable resurgence in recent seasons. As highlighted in YouGov’s recent Inside the park report, MLB’s brand reputation is also moving in a positive direction.

In-venue attendance has climbed for three straight years, signaling real momentum for the league’s live game experience. Together, these trends present an opportunity: with more fans showing up and speaking positively about the sport, now could be the moment for MLB teams and organizations to double down on drawing more people into the stands.

Fans say affordability still matters most

Like with most attractions, cost reductions are among the most likely to have MLB fans attending games more often. Nearly half of fans (49%) say lower food and beverage prices would encourage them to attend more games — a universal motivator that cuts consistently across age and gender.

Tickets without added fees follow close behind (42%), and it’s particularly notable that women are more sensitive here than men (45% vs 40%). Two in five MLB fans say lower parking prices could encourage them to attend more MLB matches (39%). Discounted weekday pricing could be another major motivator, cited by a third of MLB fans (34%).

Experience upgrades can deepen the live baseball appeal

Beyond affordability, several experiential drivers also play a role — and many of these resonate more strongly with younger fans. Giveaways, for example, appeal to 31% of 18–44-year-olds compared with 19% of those 45+.

Loyalty programs show one of the most interesting divides. While 22% of younger fans cite them as a motivator, just 10% of those 45+ do — and there is a fairly pronounced gender split too. About 19% of women MLB fans say loyalty programs would encourage them to attend more games, compared with 12% of men.

What else the data tells us about motivating in-stadium attendance

Entertainment-driven add-ons show smaller but still meaningful appeal, particularly among younger fans. Pre-game entertainment resonates with 14% of 18–44-year-olds versus 7% of older fans, while post-game entertainment follows a similar pattern (14% vs. 4%). Women are slightly less responsive here — only 6% say post-game entertainment would encourage more attendance, compared with 10% of men.

Amenities also show generational divides. Restaurants or bars in or around the stadium appeal to 15% of younger fans but just 5% of those 45+.