Turn on
the power of
experience

GMR’s groundbreaking new research study goes beyond the what and reveals why consumers are drawn to live experiences—and explores how brands can use this understanding of human emotion to augment data-driven marketing.

What today's younger fans are already seeking and what sponsors and teams will need to provide more of to stay competitive. Our research also reveals characteristics of today’s sports fans and the role age plays in the sports experience, helping you design and deliver events with their needs in mind. Events that will create a lasting connection.

What music lovers want—on a deeper, human level—from live music events, and how brands can deliver experiences that strengthen and become part of the key memories that fans take home.