British sports fans are calling for a taste of American stadium culture, with new research revealing a strong desire for US-style entertainment like elaborate half-time shows, kiss cams, and even T-shirt cannons to be introduced to UK venues.

A poll of 2,000 sports fans found that 35% believe British sport is lacking the “glitz and glamour” often seen at major American events. Many would welcome American Football-style half-time entertainment, more celebrity appearances, and the presence of cheerleaders.

Fans also suggested more dramatic features, including enhanced lighting shows after goals and pre-game player introductions complete with music and light displays. There is also an appetite for ‘tailgating’; turning matchday car parks into social spaces for drinks and barbecues before kick-off.

The research found that 30% of fans believe incorporating American-inspired elements would help improve stadium atmospheres. A similar number think it would make sport more entertaining for casual viewers, while 28% said it would help matchdays feel more like a full-scale event.

The study, commissioned by Popeyes to mark the launch of its extended opening hours up to 4am, in select locations this weekend for the Super Bowl, highlighted the growing interest in US sports. 

Interest has grown over the last five years for 61% of fans, and one in six plan to tune in on Sunday (Feb 8) to watch the New England Patriots VS Seattle Seahawks. 

A spokesperson for the brand said: “Big American sporting occasions often feel like full-scale events. And that sense of occasion, paired with music, food and shared moments, can make live sport more accessible and enjoyable for everyone.”

On average, Brits who watch American sports have been doing so for six years. The half-time show is now a major draw for 32% of viewers, second only to the sport itself (51%).

Interestingly, a further 24% were drawn in by sports documentaries and 23% said curiosity about the culture surrounding these sports sparked their interest. 

Over half (54%) of those planning to stay up and watch live through the night have even booked the following day off work, according to the survey conducted by OnePoll.

However, with 55% of sports fans ordering food when watching events at home, 65% of those who stayed up through the night in 2025 said they struggled to get a takeaway.

The spokesperson from Popeyes, which has also launched its New Orleans-inspired Kickback Collection, including sandwiches and wraps centred around its signature dip, added: “The second Sunday of February is a huge TV moment worldwide.

“And with our roots in the USA, we thought it was only right that we brought an extra bit of New Orleans energy to our customers.”