Touchdowns & togetherness: personal relationships influence football fan spending, new NFL and Bread Financial® study finds
COLUMBUS, Ohio - September 10, 2025 - Bread Financial® (NYSE: BFH), a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions, today released findings from a national consumer study that explores the relationship between football fandom and spending. Bread Financial is the issuer of the NFL’s credit card, the NFL Extra Points Visa® Credit Card.
The research reveals football’s impact on consumer spending and relationships, highlighting the importance of togetherness and sharing experiences with loved ones. For example, when asked what they would do if given $1,000 to spend on one regular season game day, respondents were 2.5x more likely to say they would use it to buy tickets for a small group of friends and/or family members rather than purchase the best single ticket available for themselves. Meanwhile, 40% of respondents say they have splurged big on hosting a Super Bowl party in the past.
"The NFL uniquely connects community, travel and personal finance with fans expressing their passion by investing in shared experiences" said Val Greer, executive vice president and chief commercial officer at Bread Financial. "The NFL Extra Points Visa® Credit Card empowers fans to unlock these one-of-a-kind moments, from traveling to games across state lines and hosting unforgettable game-day parties to gifting or purchasing exclusive memorabilia. Studies such as this one inform us so we and the NFL can work together to provide the best possible experiences to NFL fans. It’s all about fans celebrating the sport and the teams they love."
The NFL Extra Points Visa® Credit Card empowers fans to unlock these one-of-a-kind moments, from traveling to games across state lines and hosting unforgettable game-day parties to gifting or purchasing exclusive memorabilia. It’s all about fans celebrating the sport and the teams they love."
Val Greer - Executive Vice President and Chief Commercial Officer, Bread Financial
“The NFL is a shared experience that unites people across generations, communities, and cultures,” said Joshua Rabenovets, VP of Fan Engagement & Product Marketing at the NFL. “Fans prioritize creating memorable moments and are willing to invest in experiences that strengthen connections with families and friends, both at stadiums and in homes. Our partnership with Bread Financial reflects our shared commitment to helping fans enjoy the moments that matter most.”
Additional noteworthy findings from the study include:
Touchdowns to takeoffs: fueling fan travel
The study also found that football fans are willing to go the extra mile – literally – for game day, with 39% saying they would travel out of state up to 1,500 miles to see a game. International games are most popular among younger generations with more than 1 in 10 Gen Z and Millennials indicating they would travel out of the country to catch a game.
The survey also revealed that many respondents aren’t in it just for the game itself; they are turning games into full travel experiences and boosting the local economy while they are at it. Nearly half of fans who said they would travel have planned or are planning a larger vacation around an NFL game, with Gen Z and Millennials leading the trend. Football vacationers are spending big, prioritizing hotel stays, tasting local food, enjoying the nightlife and buying souvenirs while in town.
Fandom or fumble? Relationships are being put to the test
NFL devotion isn’t just a way of life – for many, it can be a relationship litmus test and make or break a love connection. Thirty-eight percent of respondents see an invitation to watch a game from a prospective partner with snacks and a good viewing setup as a “green flag” (defined as a positive signal about the person), while 37% value partners who show interest even if they root for rival teams (a sentiment strongest among Gen Z at 47%). More than a third (34%) say supporting the same team is an essential gauge for determining compatibility, especially among Millennials (39%).
But it’s not all love when it comes to football; fans have dealbreakers, too. “Red flags” (defined as a negative compatibility signal) in prospective partners include: a bring-your-own food and drink invitation to watch a game (28%), an invitation to watch a game at a bar or public venue and not covering or expecting to split costs (25%), and fair-weather fandom, including switching team fandom to support a love interest’s team (20%).
The financial playbook
Being a devoted fan is more than just showing up on game day; it means planning ahead financially. Seven in ten (70%) NFL fans report budgeting for their football-related expenses. According to respondents, the top purchases and expenses include NFL merchandise and memorabilia, game tickets, bar and restaurant food and drinks, tailgating supplies and player-endorsed items).
Nearly half (48%) of Baby Boomers said they’re most likely to use a bank-branded credit card to pay for football-related purchases, the highest among all generations, compared to 39% of Gen X, 36% of Millennials and 35% of Gen Z.
Gen Z goes all in on the NFL
For Gen Z NFL fans, football is more than just a game; it’s a lifestyle they prioritize and around which they base their experiences—73% plan to buy merchandise for the upcoming season, which is higher than the overall average (68%). More than half (55%) of Gen Z who plan to travel for a game would plan their vacations around games, and they over-index on their desire to attend the Super Bowl, compared to other generations.
They’re also more likely than the overall average to embrace flexible payment plans, with 21% reporting they use Buy Now, Pay Later (BNPL) options to support their NFL lifestyle; additionally, they’re the most likely generation to use a debit card (78%) and crypto (7%) to pay for NFL purchases. Rewards matter too, with Gen Z and Millennials being the most likely (29%, 28%) to use rewards or points to pay for their NFL-related expenses, showing they know how to maximize the value of their purchases.
Survey Methodology
This was an online survey of 1,902 U.S. respondents aged 18+ that was conducted from June 16-17, 2025.
About Bread Financial®
Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions, including Bread Financial general purpose credit cards and savings products, empower our customers and their passions for a better life. Additionally, we deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, jewelry and specialty apparel through our private label and co-brand credit cards and pay-over-time products providing choice and value to our shared customers.
To learn more about Bread Financial, our global associates and our sustainability commitments, visit breadfinancial.com or follow us on Instagram and LinkedIn.
