Airlines strategically add sports routes as fan travel spending surges

Across the country, airlines are adding flights to accommodate an unexpected surge in demand: sports fans traveling to live games. Next month, United Airlines will launch a rare nonstop route between Indianapolis and Lincoln, Nebraska, timed for the Indiana University Hoosiers to face the University of Nebraska Cornhuskers. That same week, United plans another temporary nonstop service, connecting Eugene, Oregon, and Columbus, Ohio, for the University of Oregon–Ohio State University matchup.

The pattern repeats at other carriers. Southwest Airlines has scheduled a full slate of flights this fall specifically for fans traveling to away games. American Airlines is taking a broader approach, offering a special Boeing 787 flight from Dallas to Rio de Janeiro to support NFL fans following the Dallas Cowboys to Brazil for an international game.

This isn’t random scheduling. In 2025, fans spent $51.1 billion traveling to spectator sporting events, according to the Sports Events and Tourism Association. The figure underscores what airlines are seeing: sports travel has become a major revenue driver, one that carriers are now actively competing for with specially designed routes and increased capacity.

The Economic Reality of Game Day Travel

The demand for sports travel isn’t constrained by typical economic headwinds. Despite stubborn inflation and higher borrowing costs, fans continue to allocate significant budgets to attending events across the country. In Austin, tourism leaders now credit sports-related travel with accounting for one out of every six hotel room nights. “It drives summer. It drives weekends,” said Tom Noonan, CEO of Visit Austin, adding that sports travel has become “a big part of Austin’s future.”

This persistence reflects a fundamental shift in consumer priorities. When faced with difficult spending decisions, many households are choosing to preserve travel and live experiences rather than trim other categories. Wendy Zajack, adjunct professor of consumer behavior at Georgetown University’s McDonough School of Business, noted that these travelers are willing to save aggressively for marquee moments. “I think people are willing to save for a big trip or a big moment,” she said. “And when they do it, they’re going to do it all in.”

How Sports Travel Has Changed

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The way fans travel to games has undergone a dramatic transformation. Four decades ago, Rose Gray of Fox World Travel began helping Green Bay Packers fans book trips to away games, starting with budget-conscious approaches: discounted accommodations, tailgating to avoid highway traffic, and minimal frills. Today’s fans have shifted entirely.

The Luxury Shift

Modern sports travelers now request premium experiences that would have seemed extravagant a generation ago. Gray’s clients ask her to arrange Formula One trips to Monaco with prime seating and driver meet-and-greets. When considering major sporting events, fans decline modest options outright. “They may say, ‘I don’t want to just stay in some Motel Six an hour away from the Masters,’” Gray explained. The new expectation encompasses the full event experience: luxury hotels, dining at top restaurants, connecting with local culture, and proximity to the action.

The Eras Tour Effect

This spending pattern mirrors the phenomenon created by Taylor Swift’s Eras Tour in 2023 and 2024. Fans following the tour booked expensive hotels, purchased high-end dining experiences, and invested in premium access. The same all-in mentality now drives sports travel, where fans view the trip as a comprehensive experience rather than simply attending a game. The cultural parallel is striking: both represent moments that fans regard as worth planning significant expenses around.

Why This Matters for Travelers

This shift toward premium sports travel has created an opportunity for airlines to differentiate themselves. Rather than treating sports events as minor scheduling adjustments, carriers are now engineering specific routes and adjusting capacity to match demand, making the overall travel experience easier and more desirable for fans willing to pay a premium.

How Airlines Are Responding

United Airlines has been strategically adding nonstop routes to college football games for nearly a decade, but the carrier has recently intensified the effort. “We’ve developed a much deeper understanding of where fans want to go and how they prefer to travel,” said Michael Weeks, United’s managing director of domestic schedule development. “That experience has helped us become more strategic in identifying the right games, matching capacity to demand, and creating schedules that work well for customers.”

The carrier’s recent additions demonstrate the strategic approach. For the November 7 Alabama–LSU game, United added a temporary nonstop flight between Birmingham, Alabama, and Baton Rouge, Louisiana. Southwest Airlines added flights between Oklahoma City and Jacksonville for the November matchup between Oklahoma State and the University of Florida, and between Columbus and Omaha for the weekend before Thanksgiving, when Ohio State plays Nebraska.

These flights represent more than convenient scheduling—they represent airlines competing aggressively for a segment of travel that has proven remarkably resilient to economic pressures. Joe Esposito, chief commercial officer at Delta Air Lines, captured the opportunity bluntly: “The local market in sports is so popular right now, and so much money is being spent. No matter where you look in this country—whether it’s college, pro, WNBA—everything is packed. It’s an insatiable business.”

Booking Sports Travel With Points and Miles

For travelers holding airline loyalty accounts or travel credit card points, sports events present both opportunity and risk. The timing of availability matters significantly. Award bookings sometimes become available 11 months or more in advance, creating a window for savvy redemptions before capacity fills.

Start by setting up schedule alerts as soon as your favorite team’s schedule is released. If you intend to book using points, monitor award availability immediately rather than waiting until closer to the game date. However, maintain flexibility in your reservations—book only on fares and awards you can change if prices shift or plans adjust. Flight prices typically surge around major sporting events, so arriving a few days early and departing several days after the final game can both reduce costs and add a buffer if delays occur.

Consider layering protection onto your trip. Travel insurance that covers major events like sports games provides one safety net. Adding another layer by charging your travel to a credit card that offers built-in travel insurance creates additional coverage. When using points and miles, consult valuations to ensure you’re achieving competitive cents-per-point value rather than burning too many hard-earned points in one booking.

What’s Next for Sports Travel

The sports travel boom extends well beyond college football Saturdays. The NFL is planning its most expansive international schedule in 2026, following the first-ever game held in Australia last week. Major League Baseball plans another game at the iconic Iowa farm that served as the filming location for “Field of Dreams” next summer. Meanwhile, advance ticket sales have already opened for what may be the biggest sports travel draw of the coming years: the 2028 Olympics in Los Angeles.

Zajack’s assessment of the phenomenon suggests the momentum will persist: “I think in our world right now we are really craving unique time-bound events. I don’t see an end to it right now.” As long as fans view these moments as irreplaceable experiences worth substantial investment, both airlines and the travel industry more broadly will continue engineering new ways to meet that demand.