Sports Teams Embrace Matchmaking: Tapping into Love at Live Events

Long before Tom Ricketts led his family to purchase the Chicago Cubs for $845 million in 2009, he had his first encounter with his wife, Cecelia, in the bleachers of Wrigley Field. This romantic backdrop is just one example of how sports venues have become fertile ground for connections, as highlighted by Cubs’ Executive Vice President of Marketing and Communications Jennifer Martindale. She notes the team has recognized that many fans, like Ricketts and his wife, found love among fellow supporters.

This year, as the Cubs noted a surge of young female followers on TikTok, their marketing team sought to harness this influx of interest, tapping into storytelling themes resonating with these subcommunities like BookTok and RelationshipTok. This led to the creation of “Nine Innings to Love,” a scripted series on TikTok that chronicles the adventures of an aspiring romance writer at a Cubs game, culminating in a charming love story with a seatmate. Filmed in early June against the picturesque backdrop of Wrigley Field, the series has garnered nearly 1 million views, demonstrating the demand for such romantic narratives intertwined with sports.

Creating Spaces for Connection

The Cubs’ initiative is part of a broader trend where sports teams are exploring romance-focused programming. There’s a shared understanding that while mainstream dating apps are losing traction among younger demographics, there’s still a strong desire for connection within sports settings.

“I’m 28, I’m single, and I hate going to singles events. They’re always awkward and uncomfortable,” says Noa Barazani, founder of Hooked, a dating app designed to facilitate connections at live events. Hooked only works during in-person gatherings, making it a perfect fit for sports enthusiasts looking to meet like-minded fans. Building on enthusiasm from a viral Instagram post in May, Arizona Cardinals reached out to collaborate on a special event coinciding with their home opener against the Seahawks.

Set for September 20, “Hooked Day” encourages fans purchasing tickets through Hooked’s special link to create profiles and connect with other singles at the game. Even attendees without prior app download can participate by using QR codes throughout the stadium, embodying the idea that sporting environments can serve as natural venues for discarding the barriers typically associated with dating.

Events Bringing Fans Together

Meanwhile, the New York Mets adopted a similar approach by partnering with Liv Schreiber, founder of the events company Hot & Social, to launch “Singles Night Out.” In a whirlwind of planning, the Mets managed to organize an event where singles could blend their love for baseball and connection. This initiative attracted attention, with an initial batch of 400 tickets selling out quickly, prompting further ticket releases.

The August 27 event included a pregame mixer and access to private spaces at Citi Field and despite inclement weather, around 1,300 participants showed up—an impressive turnout for Hot & Social’s five-year history. Feedback was overwhelmingly positive, with singles of various ages expressing their desire to meet new people while enjoying a game. One attendee underscored the unique value of combining socializing with sports fandom.

Expanding the Concept Across Leagues

Interest in fostering connections extends beyond the Cubs and Mets. The NFL is increasing its focus on female and younger audiences by highlighting players’ romantic partners, while teams across various leagues are embarking on their own events and promotions to attract singles. The NBA's Atlanta Hawks, for instance, have announced their “Single AF Night” set for a game in January, demonstrating the growing inclination to cater to fans’ social lives through sports.

The blending of “romantasy” novels with promotional events has also caught on, with a couple of dozen teams planning themed nights based on popular titles by year's end. Such initiatives indicate a vibrant intersection of sports and storytelling that resonates with younger audiences, reinforcing that modern sports entertainment can be about more than just the game.

Looking Ahead

The Cubs’ storytelling experiment has already spurred other teams to seek insights into the success of their romance narrative. Schreiber has experienced an uptick in inquiries from various franchises who wish to replicate the success of the Mets' Singles Night Out, a testament to the effectiveness of this approach within the industry.

As Martindale suggests, “Adult life can be so serious and so heavy, but I think people—and brands and organizations like sports teams—are learning that it doesn’t have to be that way.” There's a growing recognition that sports events offer a unique opportunity for individuals to break free from the everyday grind and form genuine connections. With this expanding trend, we can anticipate more innovative programming in stadiums across the country, contributing to the evolving relationship between sports and personal connections.

Providing a space for singles to connect at events aligns seamlessly with the ethos that sports unify people, and Barazani’s ambition for Hooked remains clear—she hopes to witness a love story blossoming between a match made at a football game, reinforcing the goal of making sports an integral part of modern dating culture.