A New Era of NFL Fandom: What Will Shape Super Bowl 2026

NFL fandom is evolving, and understanding these shifts is essential for brands, media, and anyone preparing for Super Bowl 2026. Based on a national survey of 700 respondents, this study reveals the powerful emotional, cultural, and economic forces influencing how Americans watch, celebrate, predict, and connect with the NFL.

The Modern Nfl Fan: Identity, Loyalty & Secret Allegiances

NFL fans today fall across a wide spectrum, and the strongest segments aren’t always who you think.

Fan Segmentation

• 22% Heavy Fans (watch every preseason + regular season game)
• 21% Moderate Fans
• 19% Loyal Fans (track stats, follow closely)
• 17% Super Fans (attend games + watch regularly)
• Light & casual fans make up the remaining 21%

But here's the twist:

70% of NFL fans secretly root for a second team.

This “dual loyalty” trend is reshaping merchandise, marketing, and engagement strategies.

Who Do Fans Really Love? Top Teams, And The Surprising Underdogs

Top 5 Favorite Teams (Nationally)

• Kansas City Chiefs
• Philadelphia Eagles
• Dallas Cowboys
• New York Giants
• Pittsburgh Steelers

Least Favorite Teams?

Texans, Colts, Rams, Jaguars, Chargers.

What Makes A Fan Choose A Team?

The drivers of team loyalty are deeply emotional, and highly valuable for brand affinity modeling.

Top Reasons Fans Choose Their Team:

• Former players (29%)
• Hometown connection (28%)
• Current players (24%)
• Family influence (22%)

Top Reasons Fans Stay Loyal

• Pure loyalty (70%)
• Current players
• Team’s record

NFL fandom is identity — not entertainment.

The “America’s Team” Debate — And Who Fans Think Should Hold The Title Now

More than half of NFL fans say the Cowboys are no longer America’s Team. And nearly 60% say they shouldn’t hold the title anymore.

When asked what actually defines “America’s Team,” fans chose:

• Super Bowl wins
• Team values
• Fan loyalty
• Team record

The new contenders for the title:

• Kansas City Chiefs
• Dallas Cowboys
• New England Patriots
• Philadelphia Eagles
• Buffalo Bills

This insight is extremely relevant as we move toward Super Bowl 2026 — especially for media narratives.

Super Bowl Viewing Behavior & Spending: What To Expect In 2026

Nearly 92% of NFL fans plan to watch the Super Bowl, making it one of America’s most unifying cultural events.

Where Fans Watch:

• At home: 74%
• At friends/family’s homes: 15%
• Bars/restaurants: 7%

Super Bowl Economy: Average Household Spend = $221

• Food: $127
• Merch: $42
• Outfits: $28
• Décor: $23

This data is critical for predicting 2026 spending trends, sponsorship activation, and brand engagement.

The Chiefs Dynasty Effect — Love It Or Hate It

NFL fans are divided — and dramatically so.

Fans’ Strongest Opinions

• 54% predict a Kansas City three-peat
• 45% say they're “tired of Kansas City winning”
• 63% say the Eagles deserved to be in the Super Bowl
• 62% disagree that they are “more excited to see Taylor Swift” than the game

Even the Swift factor can’t overshadow the core of NFL culture: ritual, loyalty, tradition, and rivalry.

Cultural Takeaway: Football As America’s Real Holiday

Super Bowl Sunday is not about luxury — it’s about ritual. Fans describe it as America’s unofficial holiday, defined by:

• Food
• Family
• Tradition
• Rivalry
• Nostalgia
• Loyalty

It is one of the few events left that unites nearly the entire country, and these behaviors will only intensify leading into Super Bowl 2026.