After more than a year of quiet stadiums filled with cardboard faces, sports are returning to normal — fans are back, many stadiums are at full capacity, and business is booming.
In a new $10 million campaign, Bud Light said it will pay for and give away 100,000 tickets for baseball, hockey, football, and basketball games. Fans of legal age will even get a free beer.
The promotion and others like it come as more venues announce their full-scale returns.
- Mercedes-Benz Stadium, home of the Atlanta Falcons and Atlanta United, is opening its doors on May 15 with a full capacity of 71,000.
- Massachusetts will allow 100% capacity on Aug. 1, including at Gillette Stadium, home of the New England Patriots.
- Truist Park, home of the Atlanta Braves, plans to open on May 7 with a full capacity of 41,084.
- The Texas Rangers allowed full capacity (40,300) on Opening Day this year, the only MLB team to do so.
Fans play a massive role in the success of a team or league’s business. Without them, MLB teams lost $1 billion in revenue in 2020, for example.
Silver has also said that 40% of NBA revenue comes from game nights with fans in attendance.